如何选择媒体(英文版).ppt

1、Media Training,Hello !,Good Afternoon !,Lets talk about Media,Surviving in the Media Jungle ?,Media Planning ?,Number Crushing,Serious Analytical Job,Busy! Busy! Busy!,100 Ways To Squeeze Media Sales,A Lot Of Jargons,爱上春天 PPTV破解版 ,Surviving in the Media Jungle ?,To do our job better, we need your,Su

2、rviving in the Media Jungle ?,UNDERSTANDING,Understanding,What do we do ? How A/S can help ? What we are talking about ?,Topics,Definition of Media Planning Effective Media Planning Media Briefing Media Jargons Reach Target : People 15 - 49 ExampleTARPs Spot 1: 15 Spot 2: 20 Spot 3: 11 Spot 4: 30 Sp

3、ot 5: 8 Spot 6: 26 110,Example,Target Audience : People 15 - 49,Total TARPs=110 Reach (1+)=64% Ave. Freq.=1.7,R “Effective Frequency: the relationship between frequency and advertising effectiveness” The “3-hit theory”become popular,EF (Range),The theory is further modified by Colin McDonald there i

4、s a minimum advertising exposure level for a product, below which there is no effect on the advertising goal there is a maximum level above which there is either no further enhancement to the ad goal More focus delivery will be resulted with minimum wastage of resources,EF (Range),Brand Factors Well

5、 established focus of sales VS New product Established campaign VS New campaign Simple message VS Complex message High impact creative VS Low impact creative With recent support VS Low recent support High interest category VS Low interest category,EF (Range),Consumer Factors Receptive target audienc

6、e VS Unreceptive audience Reinforcing attitudes VS Changing attitudes Reinforcing behavior VS Changing behavior Low competitive activity VS High competitive activity Low media clutter VS High media clutter,EF Estimator,Key Considerations Effective Frequency,Low High,1,2,3,4,5,Weighting,Score,Total s

7、core of : 27.5(max) or 5.5(min),A.The Brand 1.Well EstablishedNew Product210 2.Established CampaignNew Campaign0.52.5 3.Simple messageComplex message0.52.5 4.High impact creativeLow impact creative15 5.Recent support : HighRecent support : low15 6.High interest categoryLow interest category0.52.5,EF

8、 Estimator,Key Considerations Effective Frequency,Low High,1,2,3,4,5,Weighting,Score,Total Score of : 22.5(max) or 4.5(min) Grand Total Score : 50(max) or 10(min),B.The Consumer 7.Receptive targetUnreceptive15 audience 8.Reinforcing attitudes/Changing Attitudes/15 behaviorsbehaviors 9.Low competitiv

9、eHigh activity1.57.5 activity 10.Low media clutterHigh media clutter15,EF EstimatorExample,A.The Brand 1.Well EstablishedNew Product24 2.Established CampaignNew Campaign0.51.5 3.Simple messageComplex message0.51.5 4.High impact creativeLow impact creative12 5.Recent support : HighRecent support : lo

10、w12 6.High interest categoryLow interest category0.52,Key Considerations Effective Frequency,Low High,1,2,3,4,5,Weighting,Score,Total score of : 13,EF EstimatorExample,A.The Consumer 7.Receptive targetUnreceptive12 audience 8.Reinforcing attitudes/Changing Attitudes/13 behaviorsbehaviors 9.Low compe

11、titiveHigh activity1.56 activity 10.Low media clutterHigh media clutter14,Key Considerations Effective Frequency,Low High,1,2,3,4,5,Weighting,Score,Average score of : 15 Total Score : 28,For a 4-week period, we assume an effective frequency range from 1 - 8 and the range of frequency of 2 times more

12、,Score RangeStrike Rate Range 10-141-3 15-192-4 20-243-5 25-294-6 30-345-7 35-396-8 40-447-9 45-508-10,Effective Reach,The definition (%) of the target audience who have had the opportunity to see the commercial at the Effective Frequency,Effective Reach,How to establish By judgment, experience, res

13、earch support How much effective reach can be afforded within the budget ? How much is needed to achieve the marketing goals ? George B. Murray suggested 45% is the norm In term of cost efficiency What is the relationship between cost and effective reach ?,Cost efficiency approach for n+ effective f

14、requency,Cost per Effective 3+ Reach,Cost efficiency approach for n+ effective frequency,Cost per 1% Effective 3+ Reach (Rmb),100 150 200 250 300 350 400 GRPs,3+ Reach,Cost Efficient Zone,Recency,Recency Theory,John Philip Jones and Erwin Ephron,Effective frequency is provided by ONE single exposure

15、,Recency Theory,Focus on purchase trigger, relevancy. When Ad works. People used to look for information about products to shop Less weight, more weeks When is more important than how many,Recency Theory,“ There is a window of advertising opportunity preceding each purchase. Media plannings job is t

16、o place the message in that window” “If you want your advertising to benefits your brands in the long term, demonstrate its ability to sell your brands in the short-term.”,Recency Theory,When a brand is unadvertised, its sales will suffer from successful competitive campaigns. The only way in which

17、a brand can be protected is to be on the air fairly continuously Better thought as presence,Recency Theory,Plan for reach not frequency Plan for continuity not bursts Use one-week not 4-week planning method Shop for lowest cost-per-reach-point not just lower CPM Use dispersion (low ratings) not conc

18、entration (high ratings) Aim to buy 50 -70 GRPs and 1+35% per week,Plan by R 目标受众 : 15 49岁人群 ExampleTARPs Spot 1: 15 Spot 2: 20 Spot 3: 11 Spot 4: 30 Spot 5: 8 Spot 6: 26 110,例子,目标受众 : 15 49岁人群,Total TARPs=110 Reach (1+)=64% Ave. Freq.=1.7,到达率和到达频次的曲线目标受众 : 15 49岁人群,Reach (%),GRPs,1+,2+,3+,为什么重要 ?,对于客户 :评估广告的投放效率 对于策划 :测算出达到最佳广告投放效率所需的足够预算金额 对于购买 :便于精确测算以达到最优化的媒体购买行为,如何选择媒体,以提高品牌知名度为目的： 高到达率 广告的持续性 以提高品牌认知度为目的： 高的有效到达频率频次 提高CPRP,以实例介绍媒介工作,可口可乐Vs.百事可乐在中国 品牌背景： 可口可乐形象为传统型，进入中国较早 百事