媒介简报学习课件

OverallMediaProcess

媒介简报第一页，共五十九页。Tableofcontents

提案内容RecapofbasicmediaterminologyMediaroleintheprocessofcommunicationplanbeginwithmediabriefHowtodetermineobjectiveandstrategyMediaselectionandmixHowtoutilisethemediadata

总结一些主要媒介用词媒介的角色由媒介的提示开始怎样决定媒介目标及策略媒介选择及组合怎样有效利用媒介资料第二页，共五十九页。Recapofbasicmediaterminology

媒介用词TargetAudienceRatingPoint(TARPsorTVR)example 400,000targetaudiencewatchedtheTVC 1,687,000totaltargetpopulation =23.7TVRorTARPs目标受众收视点第三页，共五十九页。Recapofbasicmediaterminology

媒介用词GrossRatingPoints(GRPs)isthesummationofTARPsofaspecifiedcampaignthenumberoftargetaudienceimpactsgeneratedbyadefinedburstofadvertisingexpressedasapercentageofthetargetaudienceuniverse毛收视点

是目标受众收视点的总和第四页，共五十九页。Spot1Spot2Duplicationofspot1&2Recapofbasicmediaterminology

媒介用词Reachexample到达率REACH第五页，共五十九页。Recapofbasicmediaterminology

媒介用词AverageFrequencyexampleAone-weekschedulewith144GRPs&61%reach,theaveragefrequencyis:

144GRPs ------------ =2.4Ave.frequency 61%Reach平均收看频次第六页，共五十九页。Recapofbasicmediaterminology

媒介用词CPRP(CostPerRatingPoint)Thecostrequiredtoreachonepercentofthetargetaudience每收视点的价值第七页，共五十九页。Recapofbasicmediaterminology

媒介用词CPM(Costperthousand)

Thecostrequiredtoreacheachthousandoftargetaudience每千人的价值第八页，共五十九页。Promotion促销Price价格FourP’sinmarketingprocess

市场策略的4个PProduct产品Place地点第九页，共五十九页。Theroleofadvertisinginthemarketingprocess

广告担当的角色MarketingMix:FourP’s

i. TheProduct ii. ThePriceofthatproduct iii. ThePlacewheretheproductwouldbesold iv. ThePromotionactivitiesthatwillfacilitateor induceaconsumertobuytheproduct

i. 产品

ii. 价格

iii. 销售渠道

iv. 广告及推广第十页，共五十九页。Theroleofmediaintheadvertisingprocess

媒介担当的角色MediaisequallyimportantthecreativeifnotmorethanThegreatestcreativecopyneedsarightmedia

vehicletodelivertotherightpeople,attherighttime,attherightlevel跟广告创意同等地位广告创意的传达，有赖

正确的渠道，目标受众及有效频次和适当时间。第十一页，共五十九页。Mediaplanningis…

媒体策划要考虑...

HowmanyprospectsdoIneedtoreach?(Reach)InwhichmediumshouldIplacemyads?(Mediachoice)Howmanytimesshouldprospectsseeeachad?(Frequency)Inwhichmonthsshouldadsappear?(Seasonality)Inwhichmarketsshouldadsappear?(Geographically)Howmuchmoneyshouldbespentineachmedium?(Mediaweight)

到达率媒体选择广告收看频次季节性广告预算...第十二页，共五十九页。Mediaplanningprocess

媒介策划流程MediaBriefFormulationofMediaObjectives&StrategyDrawingofthePreliminaryMediaPlanDetailedMediaPlanandbuying

媒介提示确定媒介目标及策略媒介计划表执行购买工作第十三页，共五十九页。MediaBriefing

媒介提示AgoodmediaplanstartswithagoodmediabriefAgoodmediabriefhelpstosetdirectionprioritisefocusstimulatemediacreativityAgoodmediabriefshouldbecomprehensive&clearsupportedwithfiguresifpossiblelogical好的媒介提案从媒介提示开始媒介提示可以帮助确定方向编排重要性提高创意同时具备详细及清晰资料有数据支持合逻辑的第十四页，共五十九页。Essentialinformationofamediabrief

总结有以下主要内容TheSixWs

1. HoWMarketingObjectivesAdvertisingObjectives六个W市场目标广告目标第十五页，共五十九页。Essentialinformationofamediabrief

总结有以下主要内容

2. WhereConsumptionlocationsSalesbyregions/markets主要销售场所区域销售分布第十六页，共五十九页。Essentialinformationofamediabrief

总结有以下主要内容 3. WhatProductinformationBrandawarenessBrandshare/MarketpenetrationMediaBudget/ProductionbudgetWhatarethecreativematerials

产品资料产品知名度产品市场占有率媒介预算创作概念第十七页，共五十九页。Essentialinformationofamediabrief

总结有以下主要内容 4. WhoTargetconsumerSourceofbusinessKeycompetitors目标受众销售来源主要竞争对手第十八页，共五十九页。Essentialinformationofamediabrief

总结有以下主要内容 5. WhenSeasonalityProductlifecyclePurchasetime/usagetimeCampaignperiod/fiscalyear季节产品寿命购买周期广告推广周期第十九页，共五十九页。Essentialinformationofamediabrief

总结有以下主要内容 6. Whymaintainacriticalmindgivethoughts合理性的侧面创意第二十页，共五十九页。MediaObjective

媒介目标Whatdowewanttoachieve?FactorsforconsiderationMarketingobjectivesAdvertisingobjectivesBudgetlimitationsCreativeimplicationsCompetitivestrategy主要考虑:市场目标广告目标广告预算创意启示竞争对手表现第二十一页，共五十九页。MediaStrategy

媒介策略Howdoweachievethesetobjective(s)?MediaSelectionMediaMixBuyingStrategy怎样达到媒介目标媒介选择媒介组合购买策略 第二十二页，共五十九页。Mediaselectionisbasedon

媒介选择第二十三页，共五十九页。Comparisonbynumbers

数据比较Coveragecapabilitythehighertargetpenetration,theleastthewastageCostEfficiencyThemediumprovidingthehighestcoveragemaynotbenecessarilytheonewiththebestcostefficiency.Thecostefficiencycomparisonisanimportantcriteriatosuggestasecondorthirdmediumtobeincludedaspartofthemediamixtoimprovetheoverallefficiencyoftheschedule覆盖能力媒介有效值第二十四页，共五十九页。Television

Reasonsforusing -dynamicproductdemonstration

- masscoverage

- costefficiency

Limitations - hightotalcost

- shortlifemessages

- clutteredadvertisingenvironment

电视 -强项 -生动，有感染力 -大众化 -有效 -弱点 -广告费用大

-短暂的 -复杂的Beyondthenumbers

质量比较第二十五页，共五十九页。Newspaper

Reasonsforusing - senseofimmediacy

- flexibility

- massreachortargetedreach

Limitations - hightotalcost

- clutteredadvertisingenvironment

-lessproductionquality 报刊

-强项 -有新闻重要性 -灵活 -大众化,也可有选择性 -弱点 -费用大 -复杂的 -质量略差Beyondthenumbers质量比较第二十六页，共五十九页。Beyondthenumbers质量比较Magazines

Reasonsforusing - finecolourreproduction

- longerlifespan

- higherpass-alongreadership - targetedreach Limitations - lackofimmediacy - slowbuildingofreach杂志 -强项 -印刷精美 -长的广告生命力 -目标受众集中 -弱点 -效力缓慢第二十七页，共五十九页。Beyondthenumbers质量比较

Radio

Reasonsforusing - lowcost - targetedreach - flexibility Limitations - audioonly - lackofmasscoverage - clutteredadvertisingenvironment

电台 强项 - 费用便宜

- 目标受众集中

- 灵活性 弱点 - 没有视觉效应

- 覆盖面浅第二十八页，共五十九页。Outdoor(MTR/billboards/neonsignetc)

Reasonsforusing - widecoverage - attentive - flexibility - around-the-clockexposure Limitations - highcostforimpact - limitedtosimplemessages - spaceavailability

户外

强项 - 覆盖面广

- 受注意的

- 灵活性

-

弱点 - 费用不便宜

- 不可用复杂的广告内容

- 不容易找到黄金位置Beyondthenumbers质量比较第二十九页，共五十九页。Mediamix媒介组合Thebenefitofusingamediamixextendthereachreinforcethemessagepresentdifferentproductfeaturesbasedonthedifferentcharacteristicsofeachmedium 扩大覆盖率加强不同的感染力不同的创意模式第三十页，共五十九页。Howtoevaluateamediaplan

怎样评估媒介计划书Doesyourplanmeetyourmediaobjectives?以媒介提示作为参考标准第三十一页，共五十九页。Howtousethemediadata?

怎样运用媒介研究资料第三十二页，共五十九页。Competitiveanalysis竞争对手资料Givestrategicinsightsmediafactsandfindingsbutnotmeanbeingfollowersinducethecompetitiveintelligencemediaimpactvsmediaspending供应策略性的观点媒介数据但不是说要用后来者对手策略得到指引媒介效应为主，投放价值为副第三十三页，共五十九页。Standardreachcurve

标准到达率图表0%10%20%30%40%50%60%70%80%90%100%01002003004005006007008009001000GRP'sReach1+3+第三十四页，共五十九页。Certainprinciplesaboutbuildingreach

建立到达率的规则ReachgenerallybuildsveryquicklyatfirstAftertime,itbecomesdifficulttoincreasereachIncreasingreachfurthermeansreachinglightTVviewersIncreasingTARPstendstoincreasefrequencyratherthanreach在一个广告优势的初段,建立的速度比较快然后速度放缓覆盖的范围开始到达一些偏远的受众最后,投放的作用主要放在提升收看广告的频次.第三十五页，共五十九页。Effectivefrequency

有效的收看频次ThedefinitionThenumberofexposuresyourtargetaudienceneedtoproduceanoptimumresponsefromouradvertisingwithinagivenperiodoftime第三十六页，共五十九页。EffectivefrequencyRange

有效的收看频次范围ThetheoryThereisaminimumadvertisingexposurelevelforaproduct,belowwhichtherehavenotsufficienteffectontheadvertisinggoalThereisalsoamaximumlevelabovewhichtherehaveeithernofurtherenhancementtotheadgoalorevensignificantdiminishingreturnsMorefocusdeliveryisexpectedwithminimumwastageofresources第三十七页，共五十九页。Effectivereach

有效的覆盖率Thedefinition(%)ofthetargetaudiencewhohavehadtheopportunitytoseethecommercialattheEffectiveFrequency第三十八页，共五十九页。Effectivefrequencyrangeoptimalapproach

有效的媒体投放部署0%10%20%30%40%50%60%70%80%90%100%01002003004005006007008009001000GRP'sReach1+3+3-6第三十九页，共五十九页。Howtoutilisethemediadata…

怎样利用媒介研究资料WeeklyAdvertisingAwarenessDataWeeklyMediaDeliveryDataAdvertisingAwarenessSensitivityCorrelationAdvertisingAwarenessDecayFactorsPlanningParameters广告知名度资料媒介投放资料媒介计划考虑知名度与投放关系知名度衰退速度第四十页，共五十九页。OvaltineweeklyawarenessandGRPs

知名度与广告投放第四十一页，共五十九页。Ovaltineawarenesssmoothed

知名度与广告投放第四十二页，共五十九页。Constantdecayfactorof20%givescorrelation

知名度衰退速度第四十三页，共五十九页。WhilePanadolhasadecayfactorofonly5%

知名度衰退速度第四十四页，共五十九页。Howtodotheoptimumplanwithdata…

怎样做最有效的媒介计划书BudgetSalesSeasonalityAdvertisingAwarenessDecayFactorsEffectiveFrequencyParametersGRPsR&FOptimumPlanTodeterminemaximumeffectivenessinspendingstrategyandpattern预算 季节‘知名度衰退速度有效频次收视率/覆盖/频次最有效的计划书第四十五页，共五十九页。Questions问题第四十六页，共五十九页。Questions问题ATVcampaigndelivers500GRPsandreaches74%ofallpeople.Whatistheaveragefrequencyofexposure(OTS)totheadvertisingamongstpeoplewhowereexposedtoit?在一个电视广告攻势里,如果可以得到500收视点,74%的覆盖率,请问目标受众收看的平均频次有多少?第四十七页，共五十九页。QuestionsandAnswers答案ATVcampaigndelivers500GRPsandreaches74%ofallpeople.Whatistheaveragefrequencyofexposure(OTS)totheadvertisingamongstpeoplewhowereexposedtoit?6.76

第四十八页，共五十九页。Questions问题ATVcampaignisboughtagainstatargetaudienceofpeople15to35andaneffectivefrequencycriteriaof3to6.Themaximumpossiblereachforthetargetaudienceseeingtheadvertisingbetween3and6timesisachievedat350GRPs.Whathappenstothisreachifyoubuyafurther200GRPs?在一个电视广告攻势里,设定有效的收看频次范围3-6,假如这个范围在350收视点时出现,再投放多200个视点的效果会是什么?第四十九页，共五十九页。QuestionsandAnswers答案ATVcampaignisboughtagainstatargetaudienceofpeople15to35andaneffectivefrequencycriteriaof3to6.Themaximumpossiblereachforthetargetaudienceseeingtheadvertisingbetween3and6timesisachievedat350GRPs.Whathappenstothisreachifyoubuyafurther200GRPs?The3-6reachwillgodownbecausetherewillbemorepeopleexposedtomorethan6impactsforeveryincrementalGRPthanpeoplegoingfrom2to3exposures

覆盖率的图线会下降第五十页，共五十九页。Questions问题Yourclientmanufactureseyeglasses.HeasksyoutoprepareaTVmediaplanandadvisesyouthatthetargetaudienceis“peoplewithbadeyesight”.What’swrongwiththat?假如你有一个做眼镜的客户,他要求提供一份媒介计划书,而目标受众是设定“有视觉问题的观众”. 请问以上逻辑有何不对?第五十一页，共五十九页。QuestionsandAnswers答案Yourclientmanufactureseyeglasses.HeasksyoutoprepareaTVmediaplanandadvisesyouthatthetargetaudienceis“peoplewithbadeyesight”.What’swrongwiththat?Badeyesightisnotavalidtargetaudiencedefinitionbecauseitisageneticphysicalcharacteristicdistributedrandomlythroughthepopulationwhichdoesnoteffectmediaconsumptionorlifestyle.TheargumentthattheycannotseetheTVisnogoodsincemostpeoplewithproblemvisionwearglassesalreadybutmaywellbeinthemarketforanewersmarterpair

“有视觉问题的观众”不是媒介设定目标受众的范畴第五十二页，共五十九页。Questions问题YouareaskedtoprepareananalysislookingattheeffectsofmediainvestmentonyourFMCGclient’sbusinessoverthelastfiveyears.Youhavevarioussetsofdatatoanalyse.Whichofthefollowingcorrelationsislikelytobethestrongestandwhy?

MediaSpend vs Sales ShareofVoice vs MarketShare UnaidedAd.Awareness vs GRPs GRPs vs Volumesales PromptedBrandAwarenessvs MarketShare假如要分析以下相关的媒介研究资料，谁是最有密切关联。 媒介投放 与 销量 媒介占有率 与 市场占有率 知名度 与 毛收视点 毛收视点 与 销量 知名度 与 市场占有率第五十三页，共五十九页。QuestionsandAnswers答案YouareaskedtoprepareananalysislookingattheeffectsofmediainvestmentonyourFMCGclient’sbusinessoverthelastfiveyears.Youhavevarioussetsofdatatoanalyse.Whichofthefollowingcorrelationsislikelytobethestrongestandwhy?

MediaSpend vs Sales ShareofVoice vs MarketShare

*UnaidedAd.Awareness vs GRPs* GRPs vs Volumesales Prompt