台大推广策略6

MediaPlaningandStrategyMediaPlanning:Whatisit?Mediaplanningistheprocessofdetermininghowadvertisingtimeandspacewillbeusedtocontributetotheachievementofmarketingandadvertisingobjectives.MediaTerminologyMedia-ThevariouscategoriesofmessagedeliverysystemsBroadcastMedia-Eitherradioortelevisionnetworkorlocalstationbroadcasts.PrintMedia-Publicationssuchasnewspapers,magazines,directmail,outdoor,andthelike.MediaVehicle-ThespecificmessagecarrierStepsinDevelopingtheMediaPlanConductSituationAnalysisDevelopMarketingPlanDevelopCreativeStrategySetMediaObjectivesDetermineMediaStrategySelectMediaTypesSelectMediaVehiclesDetermineSpecific

MediaUseDecisionsStepscompletedpriortodevelopinganyofthepromotionaltools.Advertising-specificEssentialConceptsfor

EstablishingMediaObjectivesCoverage=Thepotentialaudiencethatmightreceivethemessagethroughthevehicle.Reach=thenumberofdifferentaudiencemembersexposedatleastoncetoamediavehicleduringadesignatedtimeperiod(typicallyonemonth;usuallyexpressedasapercentage).Frequency=numberoftimestheaudienceisexposedtoamediavehiclewithinagiventimeperiod.Scheduling=patternofadvertisingscheduledovertime.TargetMarketCoveragePopulationexcludingtargetmarketTargetmarketMediacoverageMediaoverexposureCoverageExceedingMarketPartialMarketCoverageFullMarketCoverageTargetMarketProportionReachAlsocalled:1+,netcoverage,unduplicatedaudience,cumulativeaudience(orcume),到達率、接觸率Reach=（接觸人數/目標市場總人數）x100%Factorsthatdeterminereach:multiplemedianumberofdiversityofdifferentmediavehicleusedthedaypartsusedtoadvertiseaprogramEffectiveReach:percentageoftargetaudiencethatareexposedtoanadsomeminimumnumberoftimesFrequencyAlsocalled:averagefrequency、平均個別接觸率Frequency=接觸次數累計/接觸人數EffectiveFrequency:numberoftimesatargetaudienceneedstobeexposedtoamessagebeforetheobjectivesoftheadvertiseraremetTable13.1GrossRatingPoints:

ACombinedMeasure

Alsocalledgrosscoverage,duplicatedaudienceAnindicatoroftheamountofgrossweightthataparticularadvertisingscheduleiscapableofdelivering（某一段特定時間內，目標市場接觸到廣告的總次數)）

GRPs=reachxfrequency,OR=thesumofallvehicleratingsinamediascheduleGrossimpression=numberoftargetaudiencexGRPWhentooptforReachMatureproduct-reminderadvertisingLonginter-purchasetimeInfoisstoredinmemoryNewproduct(alsoneedfreq)PlannedpurchasesHighinvolvementDevelopinginitialawarenessWhentooptforFrequencyShortinter-purchasetimeInfoisNOTstoredinmemoryNewproduct(alsoneedreach)UnplannedpurchasesHighinvolvementMovingtargettotrialstageThreeSchedulingMethodsContinuousPulsingFlightingJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecMediaStrategyConsiderationsWhichmediatypeswillbeused?MediaMixHowmuchofeachtypewillbeused?MediaEfficiencyCompetitiveMediaAssessmentWhenwilleachmedia

typebeused?SchedulingMediaMixMediaMix:theblendsofdifferentmediathatwillbeusedtoeffectivelyreachthetargetaudienceConcentratedMixAssortedmediamixFinancialConsiderations:BasisCostMeasuresCostperthousand(CPM)CPM=CostofadX1000CirculationCPMintargetmarket(TM)CPM/TM=Costofad X1000

TargetedCircAudienceandFinancialConsiderationsonCostperThousandBasis

SuperBowl

TheSimpsonsCostper30sec.ad $1.5million $260,000Totalviewership 83.7million 24millionTargetmarketaudience 50million 6millionCostperthousand(CPM) $18$10.80Costperthousandinthe

$30 $43targetmarket(CPM/TM)WhichMediaPlanistheBest?

PlanA:PlanB:TV(67%),PlanC:TV(50%),PlanD:TV(67%) TV(100%)Radio(33%)Magazine(50%)Outdoor(33%)Reach 69% 79% 91% 87%EffectiveReach(3+)29% 48% 53% 61%Frequency2.8 5.5 3.2 6.7GRPs 193 435 291 583ERPs 81 264 170 409CostperGRP$62,176 $27,586 $41,237 $20,583CostperERP$148,148 $45,455 $70,588 $29,340MediaSchedulingandBuyingHeavy-upSchedulingMediaBuyingAgencyofRecordMedia-BuyingServiceMediaPlanning(repeated)Evaluatethesituationathandanddevelopmarketingandadvertising(andotherIMCcomponent)objectivesThen,developandset:mediaobjectives:determineyourgoalsregardingreach,frequency,schedulingmediastrategy:evaluatepros&consofvariousmediaandthensetthemixofmediayouwillusemediatactics:setthedetailsofplanincludingmedia“vehicles”(particularprograms/ma