实力传播-媒介简报

1、Overall Media Process 媒 介 简 报June 21, 2002Table 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 strategyMedia selection and mixHow to utilise the media data总 结 一 些 主 要 媒 介 用 词媒 介 的 角 色由 媒 介 的 提 示 开

2、 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Recap of basic media terminology 媒 介 用 词Target Audience Rating Point (TARPs or TVR)example400,000 target audience watched the TVC1,687,000 total target population= 23.7 TVR or TARPs目 标 受 众 收 视 点Recap of basic media terminology媒介用词Gross Rating Po

3、ints (GRPs)is the summation of TARPs of a specified campaignthe number of target audience impacts generated by a defined burst of advertising expressed as a percentage of the target audience universe毛 收 视 点 是 目 标 受 众 收 视 点 的 总 和Spot 1Spot 2Duplication of spot 1& 2Recap of basic media terminology媒介用词

4、Reach example到 达 率REACHRecap of basic media terminology媒介用词Average Frequency exampleA one-week schedule with 144 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

5、 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 cost required to reach each thousand of target audience每 千 人 的 价 值Promotion 促 销Price 价 格Four Ps in marketing process 市 场 策 略 的 4 个PProduct 产 品Place 地 点The role of advertising in the mark

6、eting process 广 告 担 当 的 角 色Marketing Mix : Four Psi.The Product ii.The Price of that productiii.The Place where the product would be soldiv.The Promotion activities that will facilitate or induce a consumer to buy the producti.产 品ii.价 格iii.销 售 渠 道iv.广 告 及 推 广The role of media in the advertising proc

7、ess 媒 介 担 当 的 角 色Media is equally important the creative if not more thanThe greatest creative copy needs a right media vehicle to deliver to the right people, at the 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 planning is 媒 体 策 划 要

8、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 ads appear? ( Seasonality )In which markets should ads appear? ( Geographically )How much money should be spe

9、nt in each medium? ( Media weight ) 到达率媒 体选 择广告收看频次季节性广 告 预 算 .Media planning process 媒 介 策 划 流 程Media BriefFormulation of Media Objectives & StrategyDrawing of the Preliminary Media PlanDetailed 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 Briefing 媒 介 提 示A good media plan

10、 starts with a good media briefA good media brief helps toset directionprioritise focusstimulate media creativityA good media brief should becomprehensive & clearsupported with figures if possiblelogical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

11、 的Essential information of a media brief 总 结 有 以 下 主 要 内 容The Six Ws 1.HoWMarketing ObjectivesAdvertising Objectives六个W市 场 目 标广 告 目 标Essential information of a media brief总结有以下主要内容2.WhereConsumption locationsSales by regions/markets主 要 销 售 场 所区 域 销 售 分 布Essential information of a media brief总结有以下主要内

12、容3.WhatProduct informationBrand awarenessBrand share/Market penetrationMedia Budget/Production budgetWhat are the creative materials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 media brief总结有以下主要内容4.WhoTarget consumerSource of businessKey competitors目 标 受 众销 售 来 源主 要 竞 争 对 手

13、Essential information of a media brief总结有以下主要内容5.WhenSeasonalityProduct life cyclePurchase time/usage timeCampaign period/fiscal year季 节产 品 寿 命购 买 周 期广 告 推 广 周 期Essential information of a media brief总结有以下主要内容6.Whymaintain a critical mindgive thoughts合 理 性 的侧 面 创 意Media Objective 媒 介 目 标What do we wa

14、nt to achieve ?Factors for consideration Marketing objectivesAdvertising objectivesBudget limitationsCreative implicationsCompetitive strategy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Media Strategy 媒 介 策 略How do we achieve the set objective(s)?Media SelectionMedia MixBuying Strategy怎 样 达 到 媒 介

15、 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 NumbersBeyond the Numbers数 据 比 较质 量 比 较Comparison 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

16、 with the best cost efficiency. The cost efficiency comparison is an important criteria to suggest a second or third medium to be included as part of the media mix to improve the overall efficiency of the schedule覆 盖 能 力媒 介 有 效 值Television Reasons for using-dynamic product demonstration-mass coverag

17、e-cost efficiencyLimitations -high total cost-short life messages-cluttered advertising environment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Beyond the numbers 质 量 比 较Newspaper Reasons for using -sense of immediacy-flexibility-mass reach or targeted reachLimitations -high total cost

18、-cluttered advertising environment-less production quality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Beyond the numbers 质量比较Beyond the numbers 质量比较Magazines Reasons for using -fine colour reproduction-longer life span-higher pass-along readership-targeted reachLimitations-lack of immediacy-slow build

19、ing of reach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Beyond the numbers 质量比较RadioReasons for using-low cost-targeted reach-flexibilityLimitations-audio only-lack of mass coverage-cluttered advertising environment 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Outdoor (MTR / billboards / neo

20、n sign etc)Reasons for using-wide coverage-attentive-flexibility-around-the-clock exposureLimitations-high cost for impact-limited to simple messages-space availability 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Beyond the numbers 质量比较Media mix 媒 介 组 合The

21、 benefit of using a media mixextend the reachreinforce the messagepresent different product 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

22、考 标 准How to use the media data ? 怎 样 运 用 媒 介 研 究 资 料Competitive analysis 竞 争 对 手 资 料Give strategic insightsmedia facts and findingsbut not mean being followersinduce the competitive intelligencemedia 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

23、 值 为 副Standard reach curve标准到达率图表0%10%20%30%40%50%60%70%80%90%100%01002003004005006007008009001000GRPs Reach1+3+Certain principles about building reach建立到达率的规则Reach generally builds very quickly at firstAfter time, it becomes difficult to increase reachIncreasing reach further means reaching light T

24、V 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.Effective frequency有效的收看频次The definitionThe number of exposures your target audience need to produce an optimum response from our advertising within a given period o

25、f timeEffective frequency Range有效的收看频次范围The theoryThere is a minimum advertising exposure level for a product, below which there have not sufficient effect on the advertising goalThere is also a maximum level above which there have either no further enhancement to the ad goal or even significant dim

26、inishing 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 commercial at the Effective FrequencyEffective frequency range optimal approach有效的媒体投放部署0%10%20%30%40%50%60%70%80%90%

27、100%01002003004005006007008009001000GRPs Reach1+3+3-6How to utilise the media data 怎样利用媒介研究资料Weekly AdvertisingAwareness DataWeekly MediaDelivery DataAdvertising AwarenessSensitivity CorrelationAdvertising AwarenessDecay FactorsPlanningParameters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Ovaltine weekly awar

28、eness and GRPs知名度与广告投放Ovaltine awareness smoothed知名度与广告投放Constant decay factor of 20% gives correlation知名度衰退速度 While Panadol has a decay factor of only 5%知名度衰退速度How to do the optimum plan with data 怎样做最有效的媒介计划书BudgetSalesSeasonalityAdvertisingAwarenessDecay FactorsEffectiveFrequencyParametersGRPsR&F

29、OptimumPlanTo determine maximum effectiveness in spending strategy and pattern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Questions 问题Questions 问题A TV campaign delivers 500 GRPs and reaches 74% of all people. What is the average frequency of exposure (OTS) to the advertising amongst people who were exposed to it

30、 ?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 500 GRPs and reaches 74% of all people. What is the average frequency of exposure (OTS) to the advertising amongst people who were exposed to it ?6.76 Questions 问题A TV campaign is bought against a targe

31、t audience of people 15 to 35 and an effective frequency criteria of 3 to 6. The maximum 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 ?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

32、投放多200个视点的效果会是什么?Questions and Answers 答案A TV campaign is bought against a target audience of people 15 to 35 and an effective frequency criteria of 3 to 6. The maximum possible reach for the target audience seeing the advertising between 3 and 6 times is achieved at 350 GRPs. What happens to this r

33、each if you buy a further 200 GRPs ?The 3-6 reach will go down because there will be more people exposed to more than 6 impacts for every incremental GRP than people going from 2 to 3 exposures 覆 盖 率 的 图 线 会 下 降Questions 问题Your client manufactures eye glasses. He asks you to prepare a TV media plan

34、and advises you that the target audience is “people with bad eyesight”. Whats wrong with that?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. He asks you to prepare a TV media plan and advises you that the target audience is “peop

35、le with bad eyesight”. Whats wrong with that?Bad eyesight is not a valid target audience definition because it is a genetic physical characteristic distributed randomly through the population which does not effect media consumption or lifestyle. The argument that they cannot see the TV is no good si

36、nce most people with problem vision wear glasses already but may well be in the market for a newer smarter pair“ 有 视 觉 问 题 的 观 众” 不 是 媒 介 设 定 目 标 受 众 的 范 畴Questions 问题You are asked to prepare an analysis looking at the effects of media investment on your FMCG clients business over the last five year

37、s. You have various sets of data to analyse. Which of the following correlations is likely to be the strongest and why ?Media Spend vs SalesShare of Voice vs Market ShareUnaided Ad. Awareness vs GRPsGRPs vs Volume salesPrompted Brand Awareness vs Market Share假 如 要 分 析 以 下 相 关 的 媒 介 研 究 资 料， 谁 是 最 有

38、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Questions and Answers 答案You are asked to prepare an analysis looking at the effects of media investment on your FMCG clients business over the last five years. You have various sets of data to analyse. Which of the following correlations is likely to be the strongest and why ?Media Spend vs SalesShare of Voice vs Market Share*Unaided Ad