怎样选择媒体（英文版）

怎样选择媒体（英文版）Hello!GoodAfternoon!

Let’stalkaboutMediaSurvivingintheMediaJungle?YOU

MediaPlanning?

NumberCrushingSeriousAnalyticalJobBusy!Busy!Busy!100WaysToSqueezeMediaSalesALotOfJargonsSurvivingintheMediaJungle?Todoourjobbetter,weneedyourSurvivingintheMediaJungle?UNDERSTANDINGUnderstandingWhatdowedo?HowA/Scanhelp?Whatwearetalkingabout?TopicsDefinitionofMediaPlanningEffectiveMediaPlanningMediaBriefingMediaJargonsReach&FrequencyWhatDoesAllTheJargonReallyMean?MediaPeopleTalkInMediaJargonMediaPeopleTalkInMediaJargon“AnEffectiveReachoftheTargetAudienceat3+/30%Requires160GRPsandtheNetReachis60%.”Whatdoesitmean?SurvivingintheMediaJungle?ReachFrequencyContinuityTheCo-ExistingRivalryContentRecapsWhyimportant?EffectiveFrequencyVsRecencyOptimizationinDailyLifeSummaryPointstoNoticeTelevisionFocusTimeFrameTargetGroupPoint-of-viewonlyRecapsReach(%)ofdifferentpeoplewhohaveanopportunitytoseeacommercialinamediascheduleatleastonce.Noduplicationisinvolved e.g.1+Reach=rating1+rating2 -duplicationspot1spot2AverageFrequencyAverageno.of“OpportunitytoSee”acommercialwithinagivenperiodoftime.Withsomepeoplehavingmoreopportunitiestoexposetothecommercialandsomepeopleless2x3x

AverageFrequency=

GRPs/ReachExleConsiderthefollowing6-spotschedule;Target:People15-49 Exle TARPs Spot1 : 15 Spot2 : 20 Spot3 : 11 Spot4 : 30 Spot5 : 8 Spot6 : 26 110ExleTargetAudience:People15-49TotalTARPs = 110Reach(1+) = 64%Ave.Freq. = 1.7R&FCurve

TargetAudience:People15-49Reach(%)GRPs1+2+3+AboutBuildingReachReachgenerallybuildsveryquicklyatfirstAftertime,itbecomesdifficulttoincreasereach(havealreadyreachedtheheavyTVviewers)IncreasingreachfurthersmeansreachinglightTVviewersIncreasingweighttendstoincreasefrequencyratherthanreachReachcurvelooksdifferentbyusingdifferentmediacombinationsordaypartcombinationDaytimePrimetimeCertainPrinciplesaboutBuildingReachGenerally,certainmediaareknowntobereachbuilders:TV,NewspapersBroadcoverage,quickaudienceaccumulationOthersareknownasfrequencybuilders:Radio,OutdoorFragmentedaudience,lowratingR&F

WhyImportant?WhyImportant?ExerciseGroupdiscussionontheimportanceofR&FtoClients;toPlanners&toBuyersTime:20minutesWhyImportant?WhoamI?WhenIjoinedtheadvertisingfield?WhyImportant?1timemaynotbeenough!!!HowmanytimesIshouldhitmytargetthisweek?Howmuchisenough?WhyImportant?Client:evaluateeffectivenessPlanner:definethesufficientweightleveltoachieveaneffectiveadvertisingcaignBuyer:betteryardsticktooptimizedperformanceR&F

DifferentSchoolsofThoughtEffectiveFrequencyVS

RecencyHowtoEvaluatetheEffectivenessWhatisthevalueofrepeatedexposuretoanadmessage?Doesthe2ndor3rdhavethesameeffectasthe1st?Howabouttheexposuresbeyondthe3rd?Isthecurrentbudgetutilizedtoprovidemaximumresponsewithaminimumwaste?Traditionally,mediaplanswereevaluatedonthebasisofReach,Frequency,GRPsandCPMsSettingquantitativemeasurablemediaobjectivesIdentifytheroleoftheadvertisinganditsspecificobjectivesinquantifiabletermsIdentifythenumberofexposuresthatarenecessarytoconvinceeachtargetprospectIdentifythepercentageoftargetprospectsthathavetobeconvincedinordertoachievetheadvertisingobjectivesIdentifythetimeframewhicheffectivefrequencyobjectivehastobemetEffective

Frequency

(EF)WhyEffectiveFrequency“AverageFrequency”canbemisleadingAvg.Frequency3xPerson ScheduleA ScheduleB 1 2x 1x 2 3x 2x 3 3x 2x 4 4x 4x 5 3x 6xEffectiveFrequencyThenumberofexposuresyourtargetaudienceneedtoproduceanoptimumresponsefromouradvertisingwithinagivenperiodoftime1+3+4+2+EffectiveFrequencyAdvertisingRecognition-In1972,HerbertKrugman,psychologistandpublicopinionresearcher,definedthepsychologyofCommercialexposuresas:Firstexposure:“Curiosity”Whatisit?Secondexposure:“Recognition”Whatofit?Thirdexposure:“Decision”ThefirstreminderEffectiveFrequencyFollowedbythebookofMichaelNaplesin1979;“EffectiveFrequency:therelationshipbetweenfrequencyandadvertisingeffectiveness”The“3-hittheory”becomepopularEF(Range)ThetheoryisfurthermodifiedbyColinMcDonaldthereisaminimumadvertisingexposurelevelforaproduct,belowwhichthereisnoeffectontheadvertisinggoalthereisamaximumlevelabovewhichthereiseithernofurtherenhancementtotheadgoalMorefocusdeliverywillberesultedwithminimumwastageofresourcesEF(Range)BrandFactorsWellestablishedfocusofsalesVSNewproductEstablishedcaignVSNewcaignSimplemessageVSComplexmessageHighimpactcreativeVSLowimpactcreativeWithrecentsupportVSLowrecentsupportHighinterestcategoryVSLowinterestcategoryEF(Range)ConsumerFactorsReceptivetargetaudienceVSUnreceptiveaudienceReinforcingattitudesVSChangingattitudesReinforcingbehaviorVSChangingbehaviorLowcompetitiveactivityVSHighcompetitiveactivityLowmediaclutterVSHighmediaclutterEFEstimator

KeyConsiderationsEffectiveFrequency Low High12345WeightingScoreTotalscoreof:27.5(max)or5.5(min)

A. TheBrand 1. WellEstablished NewProduct 2 102. EstablishedCaign NewCaign 0.5 2.53. Simplemessage Complexmessage 0.5 2.54. Highimpactcreative Lowimpactcreative 1 55. Recentsupport:High Recentsupport:low 1 56. Highinterestcategory Lowinterestcategory 0.5 2.5

EFEstimator

KeyConsiderationsEffectiveFrequency Low High12345WeightingScoreTotalScoreof:22.5(max)or4.5(min)GrandTotalScore:50(max)or10(min)

B. TheConsumer

7. Receptivetarget

Unreceptive 1 5 audience8. Reinforcingattitudes/ ChangingAttitudes/ 1 5 behaviors behaviors9. Lowcompetitive Highactivity 1.5 7.5 activity10. Lowmediaclutter Highmediaclutter 1 5EFEstimator

Exle

A. TheBrand 1. WellEstablished NewProduct 2 42. EstablishedCaign NewCaign 0.5 1.53. Simplemessage Complexmessage 0.5 1.54. Highimpactcreative Lowimpactcreative 1 25. Recentsupport:High Recentsupport:low 1 26. Highinterestcategory Lowinterestcategory 0.5 2

KeyConsiderationsEffectiveFrequency Low High12345WeightingScoreTotalscoreof:13EFEstimator

Exle

A. TheConsumer

7. Receptivetarget

Unreceptive 1 2 audience8. Reinforcingattitudes/ ChangingAttitudes/ 1 3 behaviors behaviors9. Lowcompetitive Highactivity 1.5 6 activity10. Lowmediaclutter Highmediaclutter 1 4

KeyConsiderationsEffectiveFrequency Low High12345WeightingScoreAveragescoreof:15TotalScore:28Fora4-weekperiod,weassume…aneffectivefrequencyrangefrom

1-8and

therangeoffrequencyof2 timesmoreScoreRange StrikeRateRange10-14 1-315-19 2-420-24 3-525-29 4-630-34 5-735-39 6-840-44 7-945-50 8-10EffectiveReachThedefinition(%)ofthetargetaudiencewhohavehadtheopportunitytoseethecommercialattheEffectiveFrequencyEffectiveReachHowtoestablishByjudgment,experience,researchsupportHowmucheffectivereachcanbeaffordedwithinthebudget?Howmuchisneededtoachievethemarketinggoals?GeorgeB.Murraysuggested45%isthenormIntermofcostefficiencyWhatistherelationshipbetweencostandeffectivereach?Costefficiencyapproach

forn+effectivefrequencyCostperEffective3+ReachCostefficiencyapproach

forn+effectivefrequencyCostper1%Effective3+Reach(Rmb)100150200250300350400GRPs3+ReachCostEfficient

ZoneRecencyRecencyTheoryJohnPhilipJonesandErwinEphronEffectivefrequencyisprovidedbyONEsingleexposureRecencyTheoryFocusonpurchasetrigger,relevancy.WhenAdworks.PeopleusedtolookforinformationaboutproductstoshopLessweight,moreweeksWhenismoreimportantthanhowmanyRecencyTheory“Thereisawindowofadvertisingopportunityprecedingeachpurchase.Mediaplanning’sjobistoplacethemessageinthatwindow”“Ifyouwantyouradvertisingtobenefitsyourbrandsinthelongterm,demonstrateitsabilitytosellyourbrandsintheshort-term.”RecencyTheoryWhenabrandisunadvertised,itssaleswillsufferfromsuccessfulcompetitivecaigns.TheonlywayinwhichabrandcanbeprotectedistobeontheairfairlycontinuouslyBetterthoughtas‘presence’RecencyTheoryPlanforreachnotfrequencyPlanforcontinuitynotburstsUseone-weeknot4-weekplanningmethodShopforlowestcost-per-reach-pointnotjustlowerCPMUsedispersion(lowratings)notconcentration(highratings)Aimtobuy50-70GRPsand1+35%perweekPlanbyR&FDeriveyourMediaObjectiveTodeliveraneffectivereachof55%ofallpeople14-49ataneffectivefrequencyof3+across4wksperiodNextQuestionHowmuchGRPsisrequiredtodelivertheaboveobjective?HowmuchitwillcosttobuytheaboveGRPs?Inwhatstationorprime/fringemixshouldIbuyforthisschedule?Optimization

inDailyLifeObjectivesforOptimizationAchievethesameEffectivereachwiththeminimalbudgetAchievethehighestEffectivereachwiththesameamountofmoney打怪兽游戏目的：以最小的花费打死至少80%的怪兽规则：1.现在有六只怪兽，它们的死穴会按不同的时间出现在身体 不同的地方(见附表) 2. 怪兽被打中两次就会死亡 3. 要在不同时间攻击不同的地方会需要不同的子 弹，价钱亦会不一样(见附表) 4. 每颗子弹只可用一次，不可重复使用 5. 子弹可同时攻击六只怪兽怪兽死穴表头手脚早午晚头手脚早午晚头手脚早午晚头手脚早午晚头手脚早午晚头手脚早午晚怪兽A怪兽BXXXXXXXXXXXXXXXXXXX怪兽C怪兽D怪兽E怪兽FX子弹价格表(人民币)头手脚早午晚200604040050070390130250OptimalPerformanceapproach

foreffectivefrequencyrangeTimeFrameAcrosswhatperiodshouldwebelookingatachievingtherequiredeffectivefrequency?caignobjectivesdecisionmakingprocesspurchasecyclecompetitiveactivitydesiredresponsetacticalconsiderationsseasonalityaffordabilityTimeFrameCaignObjectiveThematic/Tactical(promotion)DecisionmakingprocessLongtermplanning/impulsebuyPurchasingcycleandusage(natureofproduct)WeeklyforBeer,MonthlyforFMCG,QuarterlyforDiamondEffectiveReach/FrequencyMeritsofplanningbyEffectiveReach/EffectiveFrequency……PlanningUnitAbletodeterminehowmuchmediaweightisrequiredtodeliverthedesiredlevelofconsumerresponseSpecificgoals,basedongiveneffectivefrequencylevelisprovidedtoevaluatemediaplanningeffectivenessinsteadoftheuseofaverageexposureestimationsMediaperformancecanbeoptimizedwithingivenbudgetEffectiveReach/FrequencyBuyingUnitTooptimizethemostcostefficientscheduletodeliverthepre-determinedeffectivereachandfrequencylevelAbetterguidelinetofollowasayardstickR&FOptimizationSomerulesofthumbforselectingtimeslotforaspotscheduleTARPs CPRP* Select RationaleHigh Low Buildreach&costefficientHigh High BuildreachbutnotcostefficientLow Low BuildFrequencyLow High X Notcostefficient,can’tbuild R&F*CPRP=Mediacost(Nett/Gross)/TARPsReach/FrequencyOptimizationSameScheduleinDifferentWeeksSamespotschedulesdeliverdifferentGRPslevelindifferentweeksEverybodyhasdifferentlifestyle/TVviewinghabiteveryweek,thereforeeachspotalthoughscheduledatthesameprogram,scoredifferentratingseveryweekSamespotschedulesachievedifferentR&FindifferentweeksReach/FrequencyOptimizationExle1:6spotsscheduleinSHTV/OTV GRPsAve.Freq1+Reach. 1stWeek(w/cNov20) 68 1.30 52%2ndWeek(w/cNov28) 60 1.33 45%Reach/FrequencyOptimizationSamespotscheduleondifferentstationmixwilldeliverdifferentR&FdistributionMulti-stationbuywillmaximizenetreachof1+or2+Singlestationbuywillmaximize3+oraboveSinglestationbuycanenhancehigheraveragefrequencythanmulti-stationbuyReach/FrequencyOptimizationExle2:6spotsscheduleindifferentstationbuy GRPs Ave.Freq. 1+ 2+ 3+ 4+SHTVonly 47 1.50 32 10 3 2SHTV/OTV 52 1.30 52 15 1 1 Reach/FrequencyOptimizationSamebudgetspotschedulewithdifferentprime/fringeratiowilldeliverdifferentR&FdistributionCombinationofprime/fringebuywillmaximizebothnetreachandave.frequencythansoleprimetimebuyPrime/fringecombinationisalsomorecostefficient(intermofCPRP)thansoleprimetimebuyReach/FrequencyOptimizationExle3:RMB136,000budgetplaninaprimetimebuyandaprime/fringecombination GRPs Ave.Freq. 1+ 2+ 3+ 4+ 5+Primeonly 68 1.3 52 15 1 1 0Prime/fringe 136 1.9 70 40 15 6 2(82/18splitinbudget,55/45splitinrating)Reach/FrequencyOptimizationOtherwaystooptimizeR&Fdelivery1spotperdayinSHTV(6days)maximizes1+2consecutivespotsperday(3days)maximizes2+3consecutivespotsperday(2days)maximizes3+6consecutivespotsaday(1day)maximizes4+andaboveandhavehighestave.frequencywithinalloftheaboveschedulesReach/FrequencyOptimizationExle4:Differentno.ofspotsperday GRPs Ave.Freq. 1+ 2+ 3+ 4+ 5+1spot/day 45 1.4 33 9 2 1 12spots/day 43 1.6 27 11 2 1 13spots/day 48 1.6 29 11 4 2 16spots1day45 1.7 26 9 5 3 2TVOptimizationSoftwareSuper-Midas&X-pertContinuityFurthertothedeterminedplanningunits,howoftenshouldthisadvertisingweightberepeated?Forfixedbudget,thechoicescouldbe:Lowweight,moreweeksHighweight,lessweeksFactorstoconsiderSalesresponseSeasonalityCompetitivepresenceDecayfactorContinuityDecayFactortherateatwhichspontaneousbrandawarenessdeclinesafteradvertisingstopsRapidrate: newbrands highlycompetitive clutterenvironmentSlowrate: well-establishedbrand genericproduct highinterestlevelproductContinuityReachNewProductPromotionProductwithhighmarketturnoverFrequency/ContinuityProductaimsatmicromarketingMatureproductProductwithshortpurchasingcycleWithlimitedmediabudget,itisimpossibletomaximizethethreeofreach,frequencyandcontinuity.PriorityshouldbeconsideredaccordingtodifferentsituationOurPointofViewThereareNoAbsolutesinMediaPlanningSummaryMediaplannersdonotalwayshavetomakeanabsolutechoicebetweeneffectivefrequencyandrecency:theanswerisnotalwayshighfrequencyandbursts,noralwayslowweightandcontinuitySummaryRecencyisadisciplineofmediaplanning,justlikeeffectivefrequencyis-butjustonediscipline.Theyformpartoftheequation:theyarenotthefullsumintheirownrightRoleofmediaistoensurethattheSummarycommunicationisdistributedtoatargetaudienceeffectivelyandefficiently.

Whatweneedtodoistoapplythediscipline,considerothervariableslikeshareofvoice,caignstag