简报培训媒介简报2

1、Overall Media Process媒 介简 报Table of contents提 案 内 容Recap of basic media terminologyMedia role in the process of communication planbegin with media briefHow to determine objective and strategy Media selection and mixHow to utilise the media data总 结 一 些 主 要 媒 介 用 词媒 介 的 角 色Recap of basic media termino

2、logy媒 介用 词Target Audience Rating Point (TARPs or TVR)example 400,000 target audience watched the TVC1,687,000 total targetpopulation= 23.7 TVR or TARPs目 标 受 众 收 视 点Recap of basic media terminology媒介用词Gross Rating Points (GRPs)is the summation of TARPs of a specified campaignthe number of target audi

3、enceimpactsgenerated by a defined burst of advertising expressed as a percentage of the target audience universe毛 收 视 点Recap of basic media terminology媒介用词ReachexampleSpot 1REACHSpot 2Duplication of spot 1& 2到 达 率Recap of basic media terminology媒介用词Average Frequencyexample A one-week schedule with 1

4、44 GRPs & 61% reach, the average frequency is :144 GRPs-=2.4 Ave. frequency61% Reach平 均 收 看 频 次Recap of basic media terminology媒介用词CPRP ( Cost Per Rating Point )The cost required to reach one percent of the target audience每 收 视 点 的 价 值Recap of basic media terminology媒介用词CPM ( Cost per thousand ) The

5、 cost required to reach each thousand of target audience每 千 人 的 价 值Four Ps in marketing process4 个P市 场 策 略 的Product产品Price价 格Place地点Promotion促销The role of advertising in the marketing process广 告 担 当 的 角 色Marketing Mix:Four Psi.ii. iii.The ProductThe Price of that product The Place where the productw

6、ould be soldiv.The Promotion activities that willfacilitate orinduce a consumer to buy theproductThe role of media in the advertising process媒 介 担 当 的 角 色Media is equally important the creative ifnot more thanThe greatest creative copy needs a right media vehicle to deliver to the right people, at t

7、he right time, at the right level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。Media planningis 媒 体 策 划 要 考 虑 .How many prospects do I need to reach? ( Reach )In which medium should I place my ads? ( Media choice )How many times should prospects see each ad ? ( Frequency )In which months should

8、ads appear? ( Seasonality )In which markets should ads appear? ( Geographically )Media planning process媒 介 策 划 流 程Media BriefFormulation of Media Objectives & Strategy Drawing of the Preliminary Media Plan Detailed Media Plan and buying媒 介 提 示确 定 媒 介 目 标 及 策 略媒 介 计 划 表执 行 购 买 工 作Media BriefingA good

9、 media plan starts with a good media briefA good media brief helps to媒 介 提 示set direction prioritise focusstimulate media creativityA good media brief should becomprehensive & clear supported with figures if possible logical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Essential informa

10、tion of a mediabriefThe总Six结Ws有 以 下 主 要 内 容1.HoWMarketing ObjectivesAdvertising Objectives 六个W市场目标广告目标Essential information of a mediabrief总W结he有re以下主要内容2.Consumption locationsSales by regions/markets主要销售场所区域销售分布Essential information of a mediabrief总结有以下主W要hat内容Product informationBrand awarenessBran

11、d share/Market penetration Media Budget/Production budget What are the creative materials3.产品资料产品知名度产品市场占有率媒介预算创作概念Essential information of a mediabrief总结有以下Wh主o 要内容Target consumer Source of business Key competitors4.目标受众销售来源主要竞争对手Essential information of a mediabrief总结有Wh以en下主要内容Seasonality Product

12、 life cyclePurchase time/usage timeCampaign period/fiscal year5.季节产品寿命购买周期广告推广周期Essential information of a mediabrief总结Wh有y 以下主要内容maintain a critical mind give thoughts6.合理性的侧面创意Media Objective媒 介 目 标What do we want to achieve ?Factors for consideration Marketing objectivesAdvertising objectives Bud

13、get limitations Creative implicationsCompetitive strategy主 要 考 虑: 市场目标 广告目标Media Strategy媒 介 策 略How do we achieve the set objective(s)?Media SelectionMedia MixBuying Strategy怎 样 达 到 媒 介 目 标媒介选择媒介组合购买策略Media selection is based on媒 介 选 择Comparison by Numbers Beyond the Numbers数 据 比 较质 量 比 较Comparison

14、by numbers数 据 比 较Coverage capabilitythe higher target penetration, the least the wastageCost EfficiencyThe medium providing the highest coverage may not be necessarily the one with the best costefficiency.The cost efficiency comparison is animportant criteria to suggest a second or third medium to b

15、e included as part of the media mix to improve the overall efficiency of the scheduleBeyond the numbers质 量 比 较 TelevisionReasons for using demonstration-dynamicproductmass coverage cost efficiencyLimitations- high total cost-short life messagescluttered environmentadvertising电 视- 强 项-生动， 有感染力-大众化Bey

16、ond the numbers Newspaper质量比较Reasons for using-reach-sense of immediacyflexibilitymassreachortargetedLimitations- high total cost-clutteredadvertisingenvironment 报刊 -less production quality-强项-有新闻重要性Beyond the numbers质量比较 MagazinesReasons for using reproduction-readership-finecolourlonger life spanh

17、igherpass-alongtargeted reachLimitations- lack of immediacy-slow building of reachBeyond the numbersRadioReasons for using-质量比较low cost-targeted reach flexibilityLimitations-audio only-lack of mass coverage cluttered advertisingenvironment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Beyond the numbers质量比较 Outdoor

18、 (MTR / billboards / neon sign etc)Reasons for using-widecoverage-attentive flexibilityaround-the-clock exposureLimitations-highcostforimpact-limited to simple messagesspace availability户 外Media mix媒 介 组 合 The benefit of using a media mixextend the reach reinforce the messagepresent different produc

19、t features based on the different characteristics of each medium扩大覆盖率加强不同的感染力不同的创意模式How to evaluate a media plan怎 样 评 估 媒 介 计 划 书Does your plan meet your media objectives ?以 媒 介 提 示 作 为 参 考 标 准How to use the media data ?怎 样 运 用 媒 介 研 究 资 料Competitive analysis资 料 Give strategic insights竞 争 对 手media f

20、acts and findingsbut not mean being followers induce the competitive intelligence media impact vs media spending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Standard reach curve标准到达率图表100%90%80%70%60%50%40%30%20%10%0%1+3+GRPsReach01002003004005006007008009001000Certain principles about buildingreach建立

21、到达率的规则Reach generally builds very quickly at firstAfter time, it becomes difficult to increase reachIncreasing reach further means reaching light TV viewersIncreasing TARPs tends to increase frequency rather than reach在一个广告优势的初段,建立的速度比较快然后速度放缓Effective frequency有效的收看频次The definition The number of ex

22、posures your target audience need to produce an optimum response from our advertising within a given period of timeEffective frequency Range有效的收看频次范围The theory There is a minimum advertising exposure level for a product, below which there have not sufficient effect on the advertising goal There is a

23、lso a maximum level above which there have either no further enhancement to the ad goal or even significant diminishing returnsMore focus delivery is expected with minimum wastage of resourcesEffective reach有效的覆盖率The definition (%) of the target audience who have had the opportunity to see the comme

24、rcial at the Effective FrequencyEffective frequency range optimalapproach有效的媒体投放部署100%90%80%70%60%50%40%30%20%10%0%1+3+3-6GRPsReach01002003004005006007008009001000How to utilisethe media data怎样利用媒介研究资料度资料资 料 考虑投放关系退速度Advertising Awareness Decay FactorsAdvertising Awareness Sensitivity CorrelationPla

25、nning Parameters 广告知名 媒介投放 媒介计划 知名度与 知名度衰Weekly Advertising Awareness DataWeekly Media Delivery Data知名度与广告投放Unaid ed Ad. Awareness8-Jan 29-Jan 19-Feb 12-Mar 2-Apr 23-Apr 14-May4-Jun 25-Jun 16-Jul 6-Aug 27-Aug 17-Sep 8-Oct 29-Oct19-Nov 10-Dec 31-Dec 21-Jan 11-Feb 3-Mar24-MarWeekly GRPsOvaltine weekly

26、 awareness andGRPs70%35060%30050%25040%20030%15020%10010%500%0GRPsAd. AwarenessOvaltine awareness smoothed知名度与广告投放60%35030050%25040%20030%15020%10010%500%0GRPsAd. AwarenessUnaid ed Ad. Awareness8-Jan 29-Jan 19-Feb 12-Mar 2-Apr 23-Apr 14-May4-Jun 25-Jun 16-Jul 6-Aug 27-Aug 17-Sep 8-Oct 29-Oct19-Nov10

27、-Dec 31-Dec 21-Jan 11-Feb 3-Mar 24-MarWeekly GRPs知名度衰退速度Unaid ed Ad. Awareness8-Jan 29-Jan 19-Feb 12-Mar 2-Apr 23-Apr 14-May4-Jun 25-Jun 16-Jul 6-Aug 27-Aug 17-Sep 8-Oct 29-Oct19-Nov 10-Dec 31-Dec 21-Jan 11-Feb 3-Mar24-MarWeekly GRPsConstant decay factor of 20% givescorrelation60%9008007006005004003

28、00200100055%50%45%40%35%30%25%20%AdstockGRPsAd. Awareness Smoothed知While Panadol has a decay factorof only 5%名度衰退速度80%120070%100060%80050%60040%40030%20020%0AdstockGRPsAd. AwarenessPoly. (Ad. Awareness)Unaid ed Bran d Awareness3-Dec 10-Dec 17-Dec 24-Dec 31-Dec 7-Jan14-Jan 21-Jan 28-Jan4-Feb 11-Feb 1

29、8-Feb 25-Feb 3-Mar 10-Mar 17-Mar 24-Mar 31-Mar 7-Apr 14-AprWeekly GRPs样做有效的介计划How to do the optimum plan withdata最媒书 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To determine maximum effectiveness in spending strategy and patternOptimum PlanGRPsR&FBudgetEffective Frequency ParametersAdvertising Awareness Dec

30、ay Factors怎SalesSeasonalityQuestions问题A TV campaign delivers 500 GRPs andreaches 74% of all people.What is theaverage frequency of exposure (OTS) to the advertising amongst people who were exposed to it ?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?Questions and Answers答案A TV campaign delivers 5

31、00 GRPs andreaches 74% of all people.What is theaverage frequency of exposure (OTS) to the advertising amongst people who were exposed to it ?6.76Questions问题A TV campaign is bought against a target audience of people 15 to 35 and aneffective frequency criteria of 3 to 6.Themaximum possible reach for

32、 the target audience seeing the advertising between 3 and 6 times is achieved at 350 GRPs.What happens to this reach if you buy a further 200 GRPs ?在一个电视广告攻势里,设定有效的收看频Questions and Answers答案A TV campaign is bought against a target audience of people 15 to 35 and aneffective frequency criteria of 3 t

33、o 6.Themaximum possible reach for the target audience seeing the advertising between 3 and 6 times is achieved at 350 GRPs.What happens to this reach if you buy a further 200 GRPs ?The 3-6 reach will go down because thereQuestions问题Your client manufactures eye glasses.Heasks you to prepare a TV medi

34、a plan and advises you that the target audience is“people with bad eyesight”. with that?Whats wrong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?Questions and Answers答案Your client manufactures eye glasses.Heasks you to prepare a TV media plan and advises you that the target audience is“peo

35、ple with bad eyesight”. with that?Whats wrongBad eyesight is not a valid target audience definition because it is a genetic physical characteristic distributed randomly through the population which does not effect mediaconsumption or lifestyle.The argumentQuestions问题You are asked to prepare an analysis looking at the effects of media investment on your FMCG clients business over thelast five years