媒体基本实战技巧.ppt

媒体基本实战技巧媒体基本实战技巧 prepared by: vicky hsueh february 3rd, 2003 台湾媒体环境的诡谲多变, 让媒体人头晕目眩, 让广告人雾里看花 会喘. but免惊 ! 与其站在门外 不如进得门里瞧瞧 the basic media the basic media terminology terminology will help you will help you get into media get into media territoryterritory purposepurpose to familiarize you with the basic concepts and terminology used in media to demonstrate how terms can be applied to media planning basic media terms basic media terms interpretation & useinterpretation & use audience & target media mix rating sov & so$ grp gi cprp & cpm hut & put share tv daypart reach & frequency reach curve effective reach & frequency scheduling reach pattern general termsgeneral terms printprint -circulation -primary readers, pass-along readers & readership -readers per copy -split-run tvtv -ros (run of schedule) -zipping & zapping -back to back & roadblocks audienceaudience the number of target individuals or households likely to be exposed to a media vehicle. it could be -households viewing a tv program in the average minute -persons listening to a radio station during a certain quarter hour -readers of an average issue of a special mg or np targettarget the audience that you want to see your advertising message -usually defined by age and gender -for example : for oil of olay : female 20-39 for h&s : m&f 15-49 media mixmedia mix use use more than one mediummore than one medium to reach target to reach target -the value of each medium must be considered regarding its ability to achieve the overall objective -factors to be considered : *amount of use by target * potential reach vs frequency *communication strengthens/weakness *competitive use * clutter *cost * creative ratingrating the audience expressed as the percent of a universe -reported by syndicated sources -whenever the term rating is used, the universe must be clearly understood -for example : if 26% of all female 15- 39 in taiwan watched ttv evening news, this program would have a 26 rating. sov & so$sov & so$ sov : percent of total advertising spending or weight within a product category that is held by a particular brand at a given time e.g.brandtarpsov olay5,00050% ponds4,00040% others1,00010% total10,000100% grpgrp the sum of all the rating pointsthe sum of all the rating points -total number of exposures against a target audience expressed as a percent -1 grp = 1 % of universe -dont look at audience duplication -grp is a measure of the heaviness of the campaign -other commonly used terms : trp (target rating point) & tarp (target audience rating point) grpgrp additive across programs programfemale 20-39 ttv evening news25 ctv drama serials20 cts foreign film20 65 grps each of above shows achieved an individual rating and combined, the schedule delivered 65 grp with an avg. rating of 21.6 for a program in the schedule. gi (thousands)gi (thousands) thousands of viewers of a given program that are in your target audience, also known as impressions -the summation of the number of people reached by the campaign. so, thousands (impressions) = rating x universe -gross impressions, like grp, is the sum of all the impressions, or (000) programf20-39universe# viewers (000) ttv news 20%4,000,000800,000 cpr/cpp/cprpcpr/cpp/cprp cost of a spot or total package delivered by the grp received -used to measure rating points in relation to dollar investment program cost/10“ grp/f20-39cpr ctv news 30,000152,000 cpm(cost per thousands)cpm(cost per thousands) cost of a spot or total package divided by the thousands (000) of viewers in your target audience -the dollar figure used to evaluate the relative costs of various media within selected audience -used to compare the efficiency of reaching your target among different programs or vehicle media vehicleunit costf20-39(000)cpm tv(top 50 avg.)90,000 612.5 $146.94 mg (top 10 avg.)60,000497.0 $124.20 hut & puthut & put the number of tv household or persons in those household with tv sets on at the time being measured -shows how much tv usage occurs at a particular time -are remarkable predictable tv daypartstv dayparts divides the day into clusters of hours with similar viewers -06:30 am - 14:00 pm : daytime -14:00 pm - 19:00 pm : early fringe -19:00 pm - 22:00 pm : prime time -22:00 pm - 24:00 pm : late fringe reachreach the unduplicated number of households or persons exposed at least once to an advertisement or advertising schedule -a person/household is only counted once even if exposed two or more times (1+ net reach) -key element - net or unduplicated number of people exposed -important in determining advertising effectiveness frequencyfrequency the average number of times a household or person exposed to an advertisement or advertising schedule in a given period of time -key element - average no. of times exposed -some will see more than others but, to be reached, one must see the ad at least once -usually are concerned with average frequency -important in determining advertising effectiveness reach & reach & frequencyfrequency grp = reach x frequency f20-39 = reach x avg. frequency 400 grp = 80%x 5 viewers counted once % average no. of times they viewed calculatingcalculating reach & frequencyreach & frequency for example frequencyfrequencyreachreachfrequencyfrequency reachreach 1+80%1 5% 2+75%2 25% 3+50%3 2% 4+48%4+ 48% 1+ 80% reach curvereach curve principles about how reach builds -reach generally builds very quickly at first -over time, it becomes difficult to increase reach because you have already reached the frequent media users -increasing grp tends to increase frequency while reach increases at a slow rate (see next page for the example) effective frequencyeffective frequency the amount of frequency or repetition necessary for advertisements to be effective -“three bit theory“ by herbert krugman 1st bit : what is it ? 2nd bit : what about it ? 3rd bit : i know it. (complex message needs higher frequency) effective reacheffective reach the percent of a target audience exposed to an advertising within a range of times sufficient to produce a positive change (e.g. build awareness, image, strengthen perception.) frequency% reached at each frequency level 1+60% 2+40% 3+20% (effective reach is 20% at 3+) 4+5% schedulingscheduling a pattern of times when advertising will appear before the consumer factors need consideration when developing scheduling strategies seasonality purchase cycle brand awareness competitive activity promotional event budget scheduling - scheduling - continuitycontinuity continuity - even and continuous advertising support provides an on-going presence for the product with the consumer week after week the ads work as a reminder entire purchase cycle is covered reach consumers both when they are purchasing and when they are not realistic only for large budgets scheduling - flightingscheduling - flighting flighting - advertising schedule separated by hiatuses of no advertising support can break through competitive noise by concentrating advertising at higher levels during fewer weeks stretch limited budgets provide higher awareness levels during on -air period maximize impact when on-air time your advertising according to the seasonality scheduling - pulsingscheduling - pulsing pulsing - consistent support with varying weight levels provides higher concentrations of weight at scheduled intervals can be accomplished by : scheduling base weight and heavy-up the same medium scheduling base weight for one medium and heavy up on a different medium alternating media coordinating bursts with promotions reach pattern - blitz 全面攻击闪电战 start 1 yr planning period reach expenditure pattern: reach pattern - blitz the ideal pattern for a new product or service, if you can afford it, consists of a “blitz” of continuous advertising for the first year. but, it is virtually impossible to over-advertise a new product or service during its introduction. the blitz pattern will maximize the first-mover advantage if your brand is the first in the category. however, it appears that blitz level spending is also necessary if a later-entering brand hopes to overtake the market leader. reach pattern - blitz important note : the advertiser will need a fairly large “pool” of advertising executions, built around the same positioning strategy, to prevent advertising wearout. for informational products, a resonably safe estimate is 2 4 executions. for transformational products, where ad likability is relevant, 4 6 executions may be needed to sustain a blitz. for introductory promotions, to gain trial, would usually occur only for the first six months because that is the length of time for which a product or service can legally use the description “new”. reach pattern - wedge 契形分裂 start 1 yr planning period reach expenditure pattern: reach pattern - wedge the wedge pattern can be considered as an alternative to a blitz when launching a regularly -purchased product or service. not only high reach but heavy frequency is needed initially to create brand awareness for the new product and to enable prospective triers to learn the new products benefits (informational advertising) or acquire its intended image (transformational advertising) general terms for general terms for printprint circulationcirculation no. of copies of publication sold or distributed pass-along readerspass-along readers readers who d