广告媒介媒体基本实战技巧

媒体基本实战技巧台湾媒体环境的诡谲多变,让媒体人头晕目眩,让广告人雾里看花会喘ㄜ….But免惊!与其站在门外 不如进得门里瞧瞧THEBASICMEDIATERMINOLOGY

~WILLHELPYOUGETINTOMEDIATERRITORY

PURPOSETofamiliarizeyouwiththebasicconceptsandterminologyusedinmediaTodemonstratehowtermscanbeappliedtomediaplanningBASICMEDIATERMSINTERPRETATION&USEAudience&TargetMediaMixRatingSOV&SO$GRPGICPRP&CPMHUT&PUTShareTVDaypartReach&FrequencyReachCurveEffectiveReach&FrequencySchedulingReachPatternGENERALTERMSPRINT - Circulation - Primaryreaders, Pass-along readers &Readership - Readerspercopy - Split-runTV - ROS

(runofschedule) - Zipping&Zapping - Backtoback& RoadblocksAudienceThenumberofTargetindividualsorhouseholdslikelytobeexposedtoamediavehicle.Itcouldbe - HouseholdsviewingaTVprograminthe averageminute - PersonslisteningtoaRadiostationduring acertainquarterhour - Readersofanaverageissueofaspecial MGorNPTARGETTheaudiencethatyouwanttoseeyouradvertisingmessage - Usuallydefinedbyageandgender - Forexample: ForOilofOlay:Female20-39 ForH&S:M&F15-49MEDIAMIXUsemorethanonemediumtoreachtarget - Thevalueofeachmediummustbe consideredregardingitsabilitytoachieve theoverallobjective - Factorstobeconsidered:

* Amountofusebytarget * PotentialReachvsFrequency * Communicationstrengthens/weakness * Competitiveuse*Clutter * Cost *CreativeRATINGTheaudienceexpressedasthepercentofauniverse-Reportedbysyndicatedsources-Wheneverthetermratingisused,theuniversemustbeclearlyunderstood-Forexample:If26%ofallFemale15-39inTaiwanwatchedTTVEveningNews,thisprogramwouldhavea26rating.SOV&SO$SOV:Percentoftotaladvertisingspendingorweightwithinaproductcategorythatisheldbyaparticularbrandatagiventimee.g.BrandTARPSOVOlay5,00050%Pond's4,00040%Others1,00010%Total10,000100%GRPThesumofalltheratingpoints-Totalnumberofexposuresagainstatargetaudienceexpressedasapercent-1GRP=1%ofuniverse-Don'tlookataudienceduplication-GRPisameasureoftheheavinessofthecampaign- Othercommonlyusedterms:TRP(Target RatingPoint)&TARP(TargetAudienceRatingPoint)GRPAdditiveacrossprogramsProgramFemale20-39TTVEveningNews25CTVDramaSerials 20CTSForeignFilm 2065GRPsEachofaboveshowsachievedanindividualratingandcombined,thescheduledelivered65GRPwithanavg.ratingof21.6foraprogramintheschedule.GI(Thousands)Thousandsofviewersofagivenprogramthatareinyourtargetaudience,alsoknownasimpressions-Thesummationofthenumberofpeoplereachedbythecampaign.So,Thousands(impressions)=RatingxUniverse-Grossimpressions,likeGRP,isthesumofalltheimpressions,or(000)ProgramF20-39 Universe#Viewers (000)TTVNews20%4,000,000 800,000CPR/CPP/CPRPCostofaspotortotalpackagedeliveredbytheGRPreceived- UsedtomeasureratingpointsinrelationtodollarinvestmentProgramCost/10"GRP/F20-39 CPRCTVNews30,000152,000CPM(CostperThousands)Costofaspotortotalpackagedividedbythethousands(000)ofviewersinyourtargetaudience- Thedollarfigureusedtoevaluatetherelativecostsofvariousmediawithinselectedaudience- UsedtocomparetheefficiencyofreachingyourtargetamongdifferentprogramsorvehicleMediaVehicle UnitCostF20-39(000)CPMTV(Top50avg.)90,000612.5$146.94MG(Top10avg.) 60,000497.0$124.20HUT&PUTThenumberofTVhouseholdorpersonsinthosehouseholdwithTVsetsonatthetimebeingmeasured- ShowshowmuchTVusageoccurs ataparticulartime- AreremarkablepredictableTVDAYPARTSDividesthedayintoclustersofhourswithsimilarviewers- 06:30am-14:00pm:daytime- 14:00pm-19:00pm:earlyfringe- 19:00pm-22:00pm:primetime- 22:00pm-24:00pm:latefringeREACHTheunduplicatednumberofhouseholdsorpersonsexposedatleastoncetoanadvertisementoradvertisingschedule- Aperson/householdisonlycountedonceevenifexposedtwoormoretimes(1+netreach)- Keyelement-netorunduplicatednumberofpeopleexposed- ImportantindeterminingadvertisingeffectivenessFREQUENCYTheaveragenumberoftimesahouseholdorpersonexposedtoanadvertisementoradvertisingscheduleinagivenperiodoftime- Keyelement-averageno.oftimesexposed- Somewillseemorethanothersbut,tobereached,onemustseetheadatleastonce- Usuallyareconcernedwithaveragefrequency- ImportantindeterminingadvertisingeffectivenessREACH&FREQUENCYGRP=ReachxFrequencyF20-39=ReachxAvg.Frequency400GRP=80%x 5Viewerscountedonce%Averageno.oftimestheyviewedCALCULATING

REACH&FREQUENCYForexampleFrequencyReachFrequencyReach1+80%15%2+75%225%3+50%32%4+48%4+48%1+80%REACHCURVEPrinciplesabouthowreachbuilds-Reachgenerallybuildsveryquicklyatfirst- Overtime,itbecomesdifficultto increasereachbecauseyouhavealreadyreachedthefrequentmediausers- IncreasingGRPtendstoincreasefrequencywhilereachincreasesataslowrate(seenextpagefortheexample)EFFECTIVEFREQUENCYTheamountoffrequencyorrepetitionnecessaryforadvertisementstobeeffective- "Threebittheory"byHerbertKrugman1stbit:Whatisit?2ndbit:Whataboutit?3rdbit:Iknowit.(complexmessageneedshigherfrequency)EFFECTIVEREACHThepercentofatargetaudienceexposedtoanadvertisingwithinarangeoftimessufficienttoproduceapositivechange(e.g.buildawareness,image,strengthenperception...)Frequency%Reachedateachfrequencylevel1+60%2+40%3+20%(effectivereachis20%at3+)4+5%SCHEDULINGApatternoftimeswhenadvertisingwillappearbeforetheconsumerFactorsneedconsiderationwhendevelopingschedulingstrategiesSeasonalityPurchasecycleBrandawarenessCompetitiveactivityPromotionaleventBudgetSCHEDULING-CONTINUITYContinuity-EvenandcontinuousadvertisingsupportProvidesanon-goingpresencefortheproductwiththeconsumerweekafterweekTheadsworkasareminderEntirepurchasecycleiscoveredReachconsumersbothwhentheyarepurchasingandwhentheyarenotRealisticonlyforlargebudgetsSCHEDULING-FLIGHTINGFlighting-AdvertisingscheduleseparatedbyhiatusesofnoadvertisingsupportCanbreakthroughcompetitivenoisebyconcentratingadvertisingathigherlevelsduringfewerweeksStretchlimitedbudgetsProvidehigherawarenesslevelsduringon-airperiodMaximizeimpactwhenon-airTimeyouradvertisingaccordingtotheseasonalitySCHEDULING-PULSINGPulsing-ConsistentsupportwithvaryingweightlevelsProvideshigherconcentrationsofweightatscheduledintervalsCanbeaccomplishedby:Schedulingbaseweightandheavy-upthesamemediumSchedulingbaseweightforonemediumandheavyuponadifferentmediumAlternatingmediaCoordinatingburstswithpromotionsReachPattern-Blitz全面攻击闪闪电战Start1YrPlanningPeriodReachExpenditurePattern:ReachPattern-BlitzTheidealpatternforanewproductorservice,ifyoucanaffordit,consistsofa““blitz”ofcontinuousadvertisingforthefirstyear.But,itisvirtuallyimpossibletoover-advertiseanewproductorserviceduringitsintroduction.Theblitzpatternwillmaximizethefirst-moveradvantageifyourbrandisthefirstinthecategory.However,Itappearsthatblitzlevelspendingisalsonecessaryifalater-enteringbrandhopestoovertakethemarketleader.ReachPattern-BlitzImportantNote:Theadvertiserwillneedafairlylarge““pool””ofadvertisingexecutions,builtaroundthesamepositioningstrategy,topreventadvertisingwearout.Forinformationalproducts,aresonablysafeestimateis2~4executions.Fortransformationalproducts,whereadlikabilityisrelevant,4~6executionsmaybeneededtosustainablitz.Forintroductorypromotions,togaintrial,wouldusuallyoccuronlyforthefirstsixmonthsbecausethatisthelengthoftimeforwhichaproductorservicecanlegallyusethedescription““new””.ReachPattern-Wedge契形分裂裂Start1YrPlanningPeriodReachExpenditurePattern:ReachPattern-WedgeThewedgepatterncanbeconsideredasanalternativetoablitzwhenlaunchingaregularly-purchasedproductorservice.Notonlyhighreachbutheavyfrequencyisneededinitiallytocreatebrandawarenessforthenewproductandtoenableprospectivetrierstolearnthenewproduct’’sbenefits(informationaladvertising)oracquireitsintendedimage(transformationaladvertising)GENERALTERMSFORPRINTCirculationNo.ofcopiesofpublicationsoldordistributedPass-alongReadersReaderswhodidn'tpurchasetheirowncopyofapublicationbutreadthecopyofsomeoneelseReadershipBothprimaryandpass-alongreadersReaderspercopy(RPC)Averageno.ofreadersofapublicationpercopyofcirculationGENERALTERMSFORPRINTROPRunofPressreferstopositionsinamagazineornewspaperwheretheadisplacedwherethepublicationchoosesSplit-runDividethecirculationofapublicationintogroupsthatwillreceivedifferenteditorialand/oradvertisingGENERALTERMSFORTVROS(RunofSchedule)BroadcastmediawhereunitsoraschedulemayappearatanytimeinthescheduleofthestationZIP&ZAPUsingaremotecontroldevicetoskipaheadofcommercialortochangeTVchannelsBacktoBackTwoormorecommercialsrunoneimmediatelyfollowingtheotherRoadblocksPurchasingcommercialsonseveralstationsduringthesamecommercialbreak(whichisthebestforReach)谢谢谢12月月-2209:37:5209:3709:3712月-2212月-2209:3709:3709:37:5212月月-2212月月-2209:37:522022/12/319:37:529、静静夜夜四四无无邻邻，，荒荒居居旧旧业业贫贫。。。。12月月-2212月月-22Saturday,December31,202210、雨雨中中黄黄叶叶树树，，灯灯下下白白头头人人。。。。09:37:5209:37:5209:3712/31/20229:37:52AM11、以我独沈久久，愧君相见见频。。12月-2209:37:5209:37Dec-2231-Dec-2212、故人江海别别，几度隔山山川。。09:37:5209:37:5209:37Saturday,December31,202213、乍见翻疑疑梦，相悲悲各问年。。。12月-2212月-2209:37:5209:37:52December31,202214、他乡生生白发，，旧国见见青山。。。31十十二月20229:37:52上午午09:37:5212月-2215、比不了得就就不比，得不不到的就不要要。。。十二月229:37上上午12月-2209:37December31,202216、行动出成果果，工作出财财富。。2022/12/319:37:5209:37:5231December202217、做做前前，，能能够够环环视视四四周周；；做做时时，，你你只只能能或或者者最最好好沿沿着着以以脚脚为为起起点点的的射射线线向向前前。。。。9:37:52上上午午9:37上上午午09:37:5212月月-229、没没有有失失败败，，只只有有暂暂时时停停止止成成功功！！。。12月月-2212月月-22Saturday,December31,202210、很多事事情努力力了未必必有结果果，但是是不努力力却什么么改变也也没有。。。09:37:5209:37:5209:3712/31/20229:37:52AM11、成功就是是日复一日日那一点点点小小努力力的积累。。。12月-2209:37:5209:37Dec-2231-Dec-2212、世间成事事，不求其其绝对圆满满，留一份份不足，可可得无限完完美。。09:37:5209:37:5209:37Saturday,December31,202213、不知香积寺寺，数里入云云峰。。12月-2212月-2209:37:5209:37:52December31,202214、意志坚强强的人能把把世界放在在手中像泥泥块一样任任意揉捏。。31十二二月20229:37:52上上午09:37:5212月-2215、楚楚塞塞三三湘湘接接，，荆荆门门九九派派通通。。。。。十二二月月229:37上上午午12月月-2209:37December31,202216、少年十五二二十时，步行行夺得胡马骑骑。。2022/12/319:37:5209:37:5231December202217、空山新雨后后，天气晚来来秋。。9:37:52上午9:37上上午09:37:5212月-229、杨柳柳散和和风，，青山山澹吾吾虑。。。12月月-2212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