竞品传播策略分析报告9nxpowerlite

韩国-竞品传播策略分析报告(9月）

迈势韩国2014.10.309月信用卡行业的品牌媒介活动同8月相似，因为9月的投放多为8月的延续对比去年同期，1-9月的信用卡行业花费增加了20%；但比对8月，9月行业总花费下降了69%从主要竞品来看，JCB是投放量第一的品牌，其在9月份的花费达到8mil韩币从整个行业来看，现代在9月花费最多，为4.3bil韩元韩国市场媒介活动概览-9月UPICompetitiveAnalysis2KOREAKRW1,927M320132014YTD2014YTDUPICompetitiveAnalysisSource:KADD/Period:2013–2014Sep2013KOREAKRW3,774MKOREAKRW1,927MKOREAKRW3,774M媒介花费概览-主要竞品主要竞品媒介类型媒介花费概览-主要竞品4KOREAKRW83,041M52014YTD20132014YTDUPICompetitiveAnalysisSource:KADD/Period:2013–2014Sep2013KOREAKRW135,304MKOREAKRW135,304MKOREAKRW83,041M媒介花费概览-行业主要竞品媒介类型媒介花费概览-行业6主要竞品分析-7UPICompetitiveAnalysis媒介花费趋势&媒介组合8VISA自六月到八月，仅在网络投放上有所增长-对比去年同期，VISA大幅投放网络和平面广告Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014SepYOY-37%YOY+12%YOY-70%9Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014Sep媒介花费周期性变化

VISA在2014年的投放主要集中在夏季（6-8月）

整体来看，媒介投放主要集中在年初和年末（新年和圣诞节），其余时间以较少的量持续投放。No.CategoryWebsite20132014Jan-SepSpendingSOS%SpendingSOS%1MassPortal

339,56229%653,79673%2

283,15624%78,5369%3Others3,0390%-0%4NewsPortal

51,5294%75,1988%5

46,3574%25,2783%6seoul.co.kr52,3614%12,7821%7

50,0714%2,5160%8ytn.co.kr33,1573%8,3691%9

34,7113%2,2870%10nocutnews.co.kr33,1773%2,8270%11moneytoday.co.kr24,6632%6,4311%12

30,4343%-0%13

14,7621%5,7781%14khan.co.kr13,1681%2,1820%15

14,6761%1840%16asiae.co.kr12,4121%1,1710%17Others83,2007%12,8891%18SocialPlatform

27,5402%3,0640%19

5,1820%-0%20Videowebsite

2,3800%4510%21

2,4430%-0%22

-0%2,0350%23Others1,2290%4380%24Othersmoneta2,1900%-0%25

1,3700%3280%26Others1,5130%550%Total1,164,282100%896,595100%10Y2014Y2013UPICompetitiveAnalysisSource:Adresearch/Period:2013–2014SepUnit:KRW’0002014年，对比新闻类网站更偏重大众类网站网络媒体

11网络媒体创意形式CampaignName:IfyourcardisVisa,youcanwithdrawChina’scurrencyUPICompetitiveAnalysisSource:Adresearch/Period:2014Sep2014SepStandardBanner

20132014Jan–Sep媒介花费KRW000KRW3,539,019KRW1,827,798媒介花费趋势

(同前一年相比)-59%+12%媒介花费周期性变化12月1月，6月，7月市场覆盖全国全国媒介组合报纸18%

杂志

5%有线电视44%

网络33%有线电视–51%网络–49%媒介使用有线电视垂直类网站日报娱乐/纪实频道,大众类垂直网站,新闻网站，视频网站，社交媒体12小结

主要结论&建议

13结论VISA2014年的主要投放集中在1月份的有线电视上自6月份开始，VISA开始了网络媒体的投放建议主要竞品分析-MASTER14UPICompetitiveAnalysis9月无可监测的媒介投放主要竞品分析-JCB15UPICompetitiveAnalysis16Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014SepYOY-54%YOY100%YOY100%媒介花费趋势&媒介组合JCB的投放至今依然只采用网络媒体。17Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014Sep媒介投放周期性变化

JCB在8月有较大规模的媒介投放涨幅8月的投放增长与假期促销相关No.CategoryWebsite20132014Jan-SepSpendingSOS%SpendingSOS%1MassPortal

84,39237%-0%2

44,33019%33,04437%3

2,8061%-0%4

1,6571%-0%5NewsPortalnocutnews.co.kr7,1533%17,98920%6

14,3336%9,22810%7

14,1596%2,1482%8moneytoday.co.kr6,9313%7,7399%9

3,7222%7,1578%10

9,3444%-0%11ytn.co.kr9,1794%-0%12mk.co.kr1,3391%4,0305%13

4,9012%-0%14khan.co.kr1,5721%2,4913%15seoul.co.kr3,9232%-0%16mediatoday.co.kr3,4371%-0%17

2,0351%1,3752%18

1,4841%5241%19zdnet.co.kr1,8391%-0%20

1,3201%-0%21Others2,3811%8881%22Videowebsite

2,3821%-0%23

1,9091%-0%24

1,4121%-0%25Others

2,2121%-0%26ezday.co.kr-0%1,5512%Total230,152100%88,164100%18Y2014Y2013UPICompetitiveAnalysisSource:Adresearch/Period:2013–2014SepUnit:KRW’0002014年侧重垂直类新闻门户网站，2013年则以大众类垂直网站为主网络媒体

19网络媒体创意形式

CampaignName:WithJCBCard,thetriptoJapanisOk!UPICompetitiveAnalysisSource:Adresearch/Period:2014Sep2014SepStandardBanner2014SepEventPage

20132014Jan–Sep媒介花费KRW000KRW230,152KRW88,164媒介花费趋势

(同前一年相比)100%-54%媒介花费周期性变化1-2月8月市场覆盖全国全国媒介组合网络媒体

100%网络媒体–100%媒介使用门户网站新闻类网站新闻类垂直网站，大众类垂直网站20小结主要结论&建议

21结论JCB2014年的媒介投放依然仅采用网络媒体。8月的投放主要针对暑假季建议网络媒体，是预算有限的情况下，优化ROI的最佳媒介选择。主要竞品分析-AMEX22UPICompetitiveAnalysis2014年1月-9月，无可监测的媒介投放活动主要竞品分析-BC23UPICompetitiveAnalysis24Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014SepYOY-37%YOY+117%YOY-71%媒介花费趋势&媒介组合2014年1月-8月，TV和网络的投放分30%和46%品牌在7-9月持续开展广播投放25Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014Sep媒介花费趋势&媒介组合

2013年主要媒体投放时间集中在春季（4月-5月）2014年，花费无明显的季节性变化No.CategoryWebsite20132014Jan-SepSpendingSOS%SpendingSOS%1MassPortal

840,62745%636,44356%2

572,80231%438,86239%3

154,4878%-0%4NewsPortal

37,4942%-0%5

27,5771%-0%6khan.co.kr16,2901%1,6590%7nocutnews.co.kr12,0181%2,7280%8

8,2930%2,0410%9seoul.co.kr5,8100%4,2470%10ytn.co.kr7,0740%1,0270%11moneytoday.co.kr5,8900%1,2550%12edaily.co.kr3,1830%1,9610%13yonhapnews.co.kr-0%5,0950%14

1,8720%2,8640%16Others13,9361%8,0631%17SocialPlatform

16,8411%3,4320%18Videowebsite

26,9611%-0%19

4,4340%1,0170%20Others2460%8240%21Othersjobkorea.co.kr82,5324%-0%22gmarket.co.kr5,8800%5,3550%23

9,6931%1,4710%24ticketlink.co.kr7,4950%-0%2511st.co.kr-0%7,4461%27Others2,0590%1,6830%Total1,863,494100%1,127,473100%26Y2014Y2013UPICompetitiveAnalysisSource:Adresearch/Period:2013–2014SepUnit:KRW’000侧重大众类垂直网站网络媒体

27网络媒体创意形式CampaignName:BCCard‘Bibleofwish’–HappyChuseokUPICompetitiveAnalysisSource:Adresearch/Period:2014Sep2014SepStandardBanner2014SepEventPage

20132014Jan–Sep媒介花费KRW000KRW9,067,305KRW2,433,357媒介花费趋势

(同前一年相比)-59%-69%媒介花费周期性变化5月-市场覆盖全国全国媒介组合Terr.TV36%电台1%报纸0.4%杂志0.2%有线电视42%网络21%Terr.TV–30%电台–11%有线电视–13%网络–46%媒介使用Terr.TV和有线电视垂直类网站Terr.TV,电影/电视剧/娱乐频道，男性杂志，综合门户网站，新闻网站，社交媒体，视频网站28小结主要结论和建议29结论BCCard在4月、6月和8月开展了‘BCcard’和‘BCUnionPaycard’相关的活动BCCard开展了与韩国感恩节有关的活动赞助建议主要竞品分析-Samsung30UPICompetitiveAnalysisSpendingTrendandMediaMix31Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014SepYOY-57%YOY-55%YOY-9%三星自2014年8月其有各种类型的媒介投放（报纸除外）2014年品牌投放主要集中在电视上32Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014Sep媒介花费周期性变化

2014年8月媒介花费有显著增长（尤其是电视媒体增长显著）2014年8月开展了‘Holgaboon’项目，主要投放电台媒体。（该项目是刺激消费者参与的促销项目）33Y2014Y2013UPICompetitiveAnalysisSource:Adresearch/Period:2013–2014SepUnit:KRW’000No.CategoryWebsite20132014Jan-SepSpendingSOS%SpendingSOS%1MassPortal

-0%534,09958%2

-0%315,35235%3

4612%-0%4NewsPortalmk.co.kr14,58653%1,3270%5khan.co.kr-0%5,6331%6

-0%2,3590%7metroseoul.co.kr-0%1,8620%8

-0%1,7040%9

-0%1,1050%10hani.co.kr4922%3920%11dt.co.kr-0%8120%12

-0%6620%13

-0%5510%14

-0%4980%15

-0%4900%16

-0%3920%17Others-0%9370%18SocialPlatform

9183%2,2060%20Videowebsite

2,6099%10,9571%21

-0%4,8621%22

-0%4,2600%23Others2461%1510%24Othersmoneta.co.kr-0%21,0432%25moneta8,25830%-0%26Others-0%2,1490%Total27,570100%913,803100%三星侧重投放大众类垂直网站，用于最大程度告知9月‘Holgaboon’项目的开始网络媒体

34网络媒体创意形式

CampaignName:‘Holgaboon’

market‘Like’eventUPICompetitiveAnalysisSource:Adresearch/Period:2014Sep2014SepStandardBanner2014SepEventPage平面媒体创意形式35UPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepSeekrationalPremium‘THEO’

(Period:

2014Sep)No.MGZTitleInsertionsSize1Luxury1FP4CCompletionofreasonable

Premium,‘THEO’

(Period:

2014Sep)No.MGZTitleInsertionsSize1Golfmagazine1FP4C平面媒体创意形式36UPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014Sep‘Holgaboon’Project

(Period:

2014Sep)No.MGZTitleInsertionsSize1Gaeksuk1FP4CTVC/电台媒体创意形式37HolgaboonoverflowersUPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepStation:KBS2,SBS,OBS,KM,Mnet,OCN,Olive,SuperAction,tvN,ChCGVDuration:15-secPeriod:2014SepTVC/电台媒体创意形式38HolgaboonoverflowersUPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepStation:KBS2,KM,Mnet,OCN,Olive,SuperAction,tvN,ChCGVDuration:15-secPeriod:2014SepTVC/电台媒体创意形式39HolgaboonoverflowersUPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepStation:KBS2,MBC,SBS,Mnet,SuperActionDuration:30-secPeriod:2014SepTVC/电台媒体创意形式40‘Holgaboon’ProjectUPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepStation:KBS2,MBC,

SBS,OBS,KBSDrama,MBCDramanet,MBCMUSIC,MBCSports+,SBSDramaPlus,PolarisTV,QTV,tvNDuration:15-sec&30-secPeriod:2014Sep

20132014Jan–Sep媒介花费KRW000KRW10,672,188KRW8,390,066媒介花费趋势

(同前一年相比)-132%-9%媒介花费周期性变化9月8月市场覆盖全国全国媒介组合Terr.TV69%电台4%

杂志1%有线电视26%

网络媒体0.3%Terr.TV–60%电台–2%报纸–1%杂志–1%有线电视–25%网络–11%媒介使用Terr.TV和有线电视奢侈类/文化/旅行/经济杂志，综合门户网站，新闻网站，社交媒体，视频网站41小结UPICompetitiveAnalysis主要结论和建议42结论2014年8月三星有各种类型的媒介投放（报纸除外），并开始了‘Holgaboon’项目，该项目以电台投放为主10月的媒介花费总体有所减少，但是杂志投放有所增加建议9月媒介花费有所减少，可能是由于‘Holgaboon’项目（9月开始）的预热活动结束UPICompetitiveAnalysis主要竞品分析-Shinhan43UPICompetitiveAnalysis媒介花费趋势&媒体组合

44Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014SepYOY+2%YOY-73%YOY-4%2014年9月媒体投放大幅度减少，但持续投放平面（网络投放停止）2014年主要侧重投放平面媒体，因其在这一阶段采取消极的品牌政策媒介花费周期性变化

45Unit:KRW’000对比8月，9月投放有所增加，原因是平面媒体的持续投放‘Code9’活动将在8月19日结束，所以预计9月的媒介花费将有所下降UPICompetitiveAnalysisSource:KADD/Period:2013–2014Sep46Y2014Y2013UPICompetitiveAnalysisSource:Adresearch/Period:2013–2014SepUnit:KRW’000No.CategoryWebsite20132014Jan-SepSpendingSOS%SpendingSOS%1MassPortal

1,464,25262%3,67821%2

630,48527%6994%3

86,5724%-0%4

7740%-0%5NewsPortal

12,7631%-0%6

11,5210%-0%7

6,0930%-0%8mk.co.kr5,8390%-0%9nocutnews.co.kr5,6260%-0%10

4,6450%-0%11

3,4560%-0%12

3,2440%-0%13dt.co.kr2,3320%-0%14

2,0270%-0%15Others20,1461%-0%16SocialPlatform

4,0110%9805%17

1,4500%-0%18Videowebsite

9,6110%6,44436%19kbs.co.kr13,2421%1,6549%20

14,7951%-0%21

5,7060%-0%22

4,3170%4302%23Others2,1210%-0%24Others

14,0011%-0%25ticketlink.co.kr9,3150%-0%26moneta7,2310%-0%27gmarket.co.kr-0%4,03523%28Others1,7570%-0%Total2,347,332100%17,920100%2014年8月，品牌增加了视频类媒体的投放，停止投放新闻类垂直网站网络媒体

平面媒体创意形式

47UPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepBrandevaluation‘TripleCrown’forthethirdyearinarow

(Period:

2014Sep)No.NPPTitleInsertionsSize1KyunghyangShinmun1FP4C2KookminIlbo2FP4C3NeailShinmun1FP4C4DongAIlbo1FP4CDongAIlbo1JP4C5MeailBusiness2FP4CMeailBusiness1JP4C6MoneyToday1FP4C7MunhwaIlbo1FP4CMunhwaIlbo1JP4C8SeoulBusinessShinmun1FP4C9Seoulshinmun2FP4C10SeGyeTimes1FP4CSeGyeTimes1JP4C11AsiaEconomicDaily2FP4C12AsiaToday1FP4C13AjuEconomicDaily1FP4C14EDaily2FP4C15EToday1FP4C16ChosunIlbo1FP4CChosunIlbo2JP4C17JungangIlbo2FP4C18FinancialNews1FP4C19Hangyeoryeshinmun1FP4CHangyeoryeshinmun1JP4C20KoreaEconomicDaily1FP4CKoreaEconomicDaily1JP4C21HankukIlbo1FP4C22HeraldEconomicDaily1FP4C平面媒体创意形式

48UPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014Sep‘Re-frame’ShinhanCard

(Period:

2014Sep)No.MGZTitleInsertionsSize1DESIGNMonthly2FP4CShinhanCard‘ComboService’

(Period:

2014Sep)No.MGZTitleInsertionsSize1Golfmagazine1FP4C

20132014Jan–SepMediaspendingKRW’000KRW16,337,224KRW2,950,488SpendingTrend

(vs.lastyear)+2%-73%SeasonalityDec.-MarketcoverageKOREAKOREAMediaMixTerr.TV–49%Radio–12%MZ–0%NPP–8%CATV–17%Internet–14%Radio–0%MZ–2%NPP–98%Internet–1%MediausageTerr.TV/RD,Entertainment/Drama/News/Sports/Golf/Economy/General/MusicChannel,Daily/EconomyNewspaper,Women/BusinessMZ,MassPortal,NewsPortal,SocialPlatform,VideoWebsiteRD,Culture/Economy/CurrentaffairsMZ,Daily/ITNewspaper,MassPortal,SocialPlatform,VideoWebsite49MediaSummary

2013–2014Sep

20132014Jan–Sep媒介花费KRW000KRW10,672,188KRW2,950,488媒介花费趋势

(同前一年相比)-132%-73%媒介花费周期性变化9月-市场覆盖全国全国媒介组合Terr.TV69%电台4%

杂志1%有线电视26%

网络媒体0.3%杂志–2%报纸–98%网络–1%媒介使用Terr.TV和有线电视电台，文化/经济/时事类杂志，日报，综合门户网站50小结主要结论和建议51结论8月品牌开展了关于”CODE9”的广告投放品牌在9月停止了网络投放建议2014年停止了品牌广告在电视的投放。广告以活动促销为主，投放集中与报纸、杂志和网络主要竞品分析-Hyundai52UPICompetitiveAnalysis53Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014SepYOY-35%YOY+63%YOY+49%媒介花费趋势&媒介组合电视媒体是主要的媒介投放渠道9月又开始投放TerrTV和平面媒体54Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014Sep媒介花费周期性变化

媒介投放呈现波浪形8-9月为投放高峰（暑假&中秋节）,4-5月（家庭月）55Y2014Y2013UPICompetitiveAnalysisSource:Adresearch/Period:2013–2014SepUnit:KRW’000No.CategoryWebsite20132014Jan-SepSpendingSOS%SpendingSOS%1MassPortal

758,65325%1,580,67952%2

1,463,62948%711,25624%3

727,31624%520,87917%4Others5800%-0%5NewsPortalmk.co.kr5,6790%21,4251%6

12,4870%5,5730%7

3,1800%7,9490%8

1090%8,4070%9seoul.co.kr1,9720%2,9730%10

550%4,5420%11

1,6550%2,7080%12mediatoday.co.kr1,5330%2,4100%13moneytoday.co.kr1,0010%2,2900%14

2,6960%2740%15

-0%2,7910%16Others9,0140%6,2880%17SocialPlatform

12,2380%2,6980%18

2,2170%-0%19Videowebsite

12,4420%17,8441%20

1,0940%7,2420%21

1230%3,3700%22Others2,6040%2580%23Otherscgv.co.kr-0%39,3711%24

-0%19,2601%25ticketlink.co.kr7720%13,9110%26

550%14,2700%27ezday.co.kr6790%10,3040%28Others15,9181%17,1741%Total3,037,701100%3,026,146100%侧重大众类垂直网站其他网站类型的投放占比对比去年有所增加网络媒体

56网络媒体创意形式

CampaignName:일반

카드보다빠른바로발급서비스UPICompetitiveAnalysisSource:Adresearch/Period:2014Sep2014SepStandardBanner平面媒体创意形式57HyundaiCardCultureProject‘Enjoyworld’stopfourartmuseumwithHyundaiCard’(Period:

2014Sep)UPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepNo.NPPTitleInsertionsSize1DongAIlbo1FP4C2ChosunIlbo1FP4C3JungangIlbo1FP4C平面媒体创意形式58HyundaicardinvitesgenietoSamcheong-dong(Period:

2014Sep)UPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepNo.MGZTitleInsertionsSize1Maison1FP4CHyundaicardincludesoriginofcoinagematerialsintheircardplates(Period:2014Sep)No.MGZTitleInsertionsSize1EconomyInsight1FP4C平面媒体创意形式59Hyundaicard‘CopalPlateCard’(Period:

2014Sep)UPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepNo.MGZTitleInsertionsSize1Luxmen1FP4CHyundaiCardTravelLibrary(Period:2014Sep)No.MGZTitleInsertionsSize1DBR2FP4C平面媒体创意形式60Hyundaicardlibraryviacartoon(1)(Period:

2014Sep)UPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepNo.MGZTitleInsertionsSize1Smagazine1FP4CHyundaicardlibraryviacartoon(2)(Period:2014Sep)No.MGZTitleInsertionsSize1Smagazine1FP4C平面媒体创意形式61Hyundaicardlibraryviacartoon(3)(Period:

2014Sep)UPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepNo.MGZTitleInsertionsSize1Smagazine1FP4CHyundaicardCultureproject:YoungArchitectProgram(Period:2014Sep)No.MGZTitleInsertionsSize1Homeliving&Style1FP4C2Spacemagazine1FP4CStation:KBS2,MBC,KBSDrama,MBCDramanet,MBCevery1,SBSDramaPlus,SBSfunE,SBSSports,ChannelA,Mnet,OCN,QTV,SCREEN,tvN,CGV,cinefDuration:30-secPeriod:2014SepTVC/电台媒体创意形式62ADDITIONALUPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepStation:KBS2,MBC,SBS,KBSDrama,MBCDramanet,MBCevery1,SBSDramaPlus,SBSfunE,SBSSports,Mnet,OCN,QTV,SCREEN,tvN,ChCGV,cinef,ComedyTV,KMDuration:30-secPeriod:2014SepTVC/电台媒体创意形式63BASIC/ADDITIONAL/EXCLUSIVEUPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepStation:KBS2,MBC,SBS,KBSDrama,MBCDramanet,MBCevery1,SBSDramaPlusSBSfunE,ChCGV,cinef,ComedyTV,KM,Mnet,OCN,QTV,SCREEN,tvNDuration:30-secPeriod:2014SepTVC/电台媒体创意形式64BASIC/ADDITIONAL/EXCLUSIVEUPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepStation:SCREENDuration:15-secPeriod:2014SepTVC/电台媒体创意形式65SeasonXCashbackUPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014Sep

20132014Jan–Sep媒介花费KRW00KRW47,945,685KRW24,605,461媒介花费趋势

(同前一年相比)39%-35%媒介花费周期性变化6-8月4-5月市场覆盖全国全国媒介组合Terr.TV29%报纸3%

杂志1%有线电视60%

网络6%Terr.TV–31%杂志–1%报纸–4%有线电视–51%网络–12%媒介使用Terr.TV,综合频道,教育/电影/娱乐/新闻/儿童/音乐/电视剧/体育/高尔夫/时尚/女性频道,日报,

文化/时尚/时事/经济/生活/男性/设计/奢侈/商业杂志,大众类垂直网站,新闻垂直网站,社交媒体,视频网站Terr.TV,综合频道,电影/娱乐/新闻/音乐/电视剧/女性频道,日报,

时尚/时事/经济/生活/男性/设计/奢侈/商业杂志,大众类垂直网站,新闻垂直网站,社交媒体,视频网站66小结主要结论&建议67结论品牌在采取多样化的媒介组合，3-7月仅未有电台投放总体来看，对比8月，品牌9月的媒介花费大幅度减少建议自8月开始品牌采取保守的媒介策略，停止了Terr.TV和报纸的投放主要竞品分析-Lotte68UPICompetitiveAnalysis69Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014SepYOY-12%YOY-12%YOY-4%媒介花费趋势&媒体组合2013年广播媒体的投放量持续排第二位，但自2014年2月起品牌停止广播投放自2014年7月起，报纸投放停止，但电视花费比例有所增加70Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014Sep媒介花费周期性变化2014年9月与前一个投放几乎持平2013年投放高峰在5-7月；2014年媒介投放高峰集中在7-9月71Y2014Y2013UPICompetitiveAnalysisSource:Adresearch/Period:2013–2014SepUnit:KRW’000No.CategoryWebsite20132014Jan-SepSpendingSOS%SpendingSOS%1MassPortal

1,468,38264%746,47364%2

363,44316%254,10322%3

35,9952%-0%4NewsPortal

97,5654%-0%5

29,4061%67,6116%6nocutnews.co.kr16,5191%1,1060%7seoul.co.kr12,7181%3,8980%8moneytoday.co.kr12,8711%1,5400%9

11,7551%2,1740%10ytn.co.kr6,3630%4,3290%11

6,1720%3,9670%12

9,6730%-0%13newdaily.co.kr4,4750%3,3400%14

7,3210%1100%15asiae.co.kr6,0390%1300%16khan.co.kr1,7790%4,1900%17

2,1310%2,4490%18Others11,5051%7,2221%19SocialPlatform

25,0591%3,9210%20

1,2390%2,6160%21Videowebsite

95,4904%5,9991%22

15,2791%13,6451%23pandora.tv-0%16,1481%24kbs.co.kr-0%13,2411%25Others-0%12,7881%26Othersgmarket.co.kr8,9460%-0%27ticketlink.co.kr8,1270%3580%2811st.co.kr7,6870%-0%29ezday.co.kr5,9830%-0%30Others7,927

-0%Total2,279,849100%1,171,358100%侧重大众类媒体2014年至今视频类网站的占比有所增加网络媒体

72网络媒体创意形式

CampaignName:‘LotteCardlimitcarriedforward’UPICompetitiveAnalysisSource:Adresearch/Period:2014Sep2014SepStandardBanner2014SepEventPage平面媒体创意形式73MGZTitleInsertionsSize1WomenSense1FP4C2GolfMagazine1FP4CLotteCard‘TheWomen’sAmateurGolfChampionship’(Period:

2014Sep)UPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepTVC/电台创意形式74Listen&ChangeStation:KBS2,MBC,OBS,channelA,MBN,KBSDrama,KBSJoy,KBSNSports,MBCDramanet,MBCevery1,SBSDramaPlus,SBSfunE,OCN,QTV,SuperAction,tvN,chCGV,ComedyTVDuration:15-sec&30-secPeriod:2014SepUPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepTVC/电台创意形式75Listen&ChangeStation:KBS2,MBC,SBS,OBS,TVchosun,channelA,MBN,KBSDrama,KBSJoy,KBSNSports,MBCDramanet,MBCevery1,SBSDramaPlus,SBSfunE,OCN,QTV,SCREEN,SuperActiontvN,chCGV,ComedyTVDuration:15-sec&30-secPeriod:2014SepUPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepTVC/电台创意形式76Laughing

‘HaHaHa’Station:SBSMTVDuration:30-secPeriod:2014SepUPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014Sep

20132014Jan–Sep媒介花费KRW000KRW16,468,813KRW12,819,165媒介花费趋势

(同前一年相比)-13%-12%媒介花费周期性变化5-7月7-9月市场覆盖全国全国媒介组合Terr.TV38%电台17%报纸9%

杂志0.1%有线电视22%

网络

14%Terr.TV–60%电台–9%报纸–3%有线电视–20%网络–9%媒介使用Terr.TV/电台,电影/娱乐/电视剧/新闻/体育/综合频道,日报,

男性/旅游/经济/女性杂志,大众类垂直网站,新闻类垂直网站,社交媒体,

视频网站电台，音乐/电视剧/高尔夫/卡通/娱乐频道，综合门户网站，新闻网站，社交媒体，视频网站77小结主要结论&建议78结论品牌在6月开始的新一轮的广告投放在6-8月期间，Lotte在多个电视台投放了不同版本的电视广告建议Lotte有可能延续‘Listen&Change’活动在电视媒体的投放主要竞品分析-KB79UPICompetitiveAnalysis媒介花费