广告媒介_媒体基本实战技巧.ppt

媒体基本实战技巧,Preparedby:VickyHsuehFebruary3rd,1999,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,THEBASICMEDIATERMINOLOGYWILLHELPYOUGETINTOMEDIATERRITORY,PURPOSE,TofamiliarizeyouwiththebasicconceptsandterminologyusedinmediaTodemonstratehowtermscanbeappliedtomediaplanning,BASICMEDIATERMSINTERPRETATION&USE,Audience&TargetMediaMixRatingSOV&SO$GRPGICPRP&CPMHUT&PUTShare,TVDaypartReach&FrequencyReachCurveEffectiveReach&FrequencySchedulingReachPattern,GENERALTERMS,PRINT-Circulation-Primaryreaders,Pass-alongreaders&Readership-Readerspercopy-Split-run,TV-ROS(runofschedule)-Zipping&Zapping-Backtoback&Roadblocks,Audience,ThenumberofTargetindividualsorhouseholdslikelytobeexposedtoamediavehicle.Itcouldbe-HouseholdsviewingaTVprogramintheaverageminute-PersonslisteningtoaRadiostationduringacertainquarterhour-ReadersofanaverageissueofaspecialMGorNP,TARGET,Theaudiencethatyouwanttoseeyouradvertisingmessage-Usuallydefinedbyageandgender-Forexample:ForOilofOlay:Female20-39ForH&S:M&F15-49,MEDIAMIX,Usemorethanonemediumtoreachtarget-Thevalueofeachmediummustbeconsideredregardingitsabilitytoachievetheoverallobjective-Factorstobeconsidered:*Amountofusebytarget*PotentialReachvsFrequency*Communicationstrengthens/weakness*Competitiveuse*Clutter*Cost*Creative,RATING,Theaudienceexpressedasthepercentofauniverse-Reportedbysyndicatedsources-Wheneverthetermratingisused,theuniversemustbeclearlyunderstood-Forexample:If26%ofallFemale15-39inTaiwanwatchedTTVEveningNews,thisprogramwouldhavea26rating.,SOV&SO$,SOV:Percentoftotaladvertisingspendingorweightwithinaproductcategorythatisheldbyaparticularbrandatagiventimee.g.BrandTARPSOVOlay5,00050%Ponds4,00040%Others1,00010%Total10,000100%,GRP,Thesumofalltheratingpoints-Totalnumberofexposuresagainstatargetaudienceexpressedasapercent-1GRP=1%ofuniverse-Dontlookataudienceduplication-GRPisameasureoftheheavinessofthecampaign-Othercommonlyusedterms:TRP(TargetRatingPoint)&TARP(TargetAudienceRatingPoint),GRP,AdditiveacrossprogramsProgramFemale20-39TTVEveningNews25CTVDramaSerials20CTSForeignFilm2065GRPsEachofaboveshowsachievedanindividualratingandcombined,thescheduledelivered65GRPwithanavg.ratingof21.6foraprogramintheschedule.,GI(Thousands),Thousandsofviewersofagivenprogramthatareinyourtargetaudience,alsoknownasimpressions-Thesummationofthenumberofpeoplereachedbythecampaign.So,Thousands(impressions)=RatingxUniverse-Grossimpressions,likeGRP,isthesumofalltheimpressions,or(000)ProgramF20-39Universe#Viewers(000)TTVNews20%4,000,000800,000,CPR/CPP/CPRP,CostofaspotortotalpackagedeliveredbytheGRPreceived-UsedtomeasureratingpointsinrelationtodollarinvestmentProgramCost/10GRP/F20-39CPRCTVNews30,000152,000,CPM(CostperThousands),Costofaspotortotalpackagedividedbythethousands(000)ofviewersinyourtargetaudience-Thedollarfigureusedtoevaluatetherelativecostsofvariousmediawithinselectedaudience-UsedtocomparetheefficiencyofreachingyourtargetamongdifferentprogramsorvehicleMediaVehicleUnitCostF20-39(000)CPMTV(Top50avg.)90,000612.5$146.94MG(Top10avg.)60,000497.0$124.20,HUT&PUT,ThenumberofTVhouseholdorpersonsinthosehouseholdwithTVsetsonatthetimebeingmeasured-ShowshowmuchTVusageoccursataparticulartime-Areremarkablepredictable,TVDAYPARTS,Dividesthedayintoclustersofhourswithsimilarviewers-06:30am-14:00pm:daytime-14:00pm-19:00pm:earlyfringe-19:00pm-22:00pm:primetime-22:00pm-24:00pm:latefringe,REACH,Theunduplicatednumberofhouseholdsorpersonsexposedatleastoncetoanadvertisementoradvertisingschedule-Aperson/householdisonlycountedonceevenifexposedtwoormoretimes(1+netreach)-Keyelement-netorunduplicatednumberofpeopleexposed-Importantindeterminingadvertisingeffectiveness,FREQUENCY,Theaveragenumberoftimesahouseholdorpersonexposedtoanadvertisementoradvertisingscheduleinagivenperiodoftime-Keyelement-averageno.oftimesexposed-Somewillseemorethanothersbut,tobereached,onemustseetheadatleastonce-Usuallyareconcernedwithaveragefrequency-Importantindeterminingadvertisingeffectiveness,REACH&FREQUENCY,GRP=ReachxFrequencyF20-39=ReachxAvg.Frequency400GRP=80%x5,Viewerscountedonce%,Averageno.oftimestheyviewed,CALCULATINGREACH&FREQUENCY,ForexampleFrequencyReachFrequencyReach1+80%15%2+75%225%3+50%32%4+48%4+48%1+80%,REACHCURVE,Principlesabouthowreachbuilds-Reachgenerallybuildsveryquicklyatfirst-Overtime,itbecomesdifficulttoincreasereachbecauseyouhavealreadyreachedthefrequentmediausers-IncreasingGRPtendstoincreasefrequencywhilereachincreasesataslowrate(seenextpagefortheexample),EFFECTIVEFREQUENCY,Theamountoffrequencyorrepetitionnecessaryforadvertisementstobeeffective-ThreebittheorybyHerbertKrugman1stbit:Whatisit?2ndbit:Whataboutit?3rdbit:Iknowit.(complexmessageneedshigherfrequency),EFFECTIVEREACH,Thepercentofatargetaudienceexposedtoanadvertisingwithinarangeoftimessufficienttoproduceapositivechange(e.g.buildawareness,image,strengthenperception.)Frequency%Reachedateachfrequencylevel1+60%2+40%3+20%(effectivereachis20%at3+)4+5%,SCHEDULING,ApatternoftimeswhenadvertisingwillappearbeforetheconsumerFactorsneedconsiderationwhendevelopingschedulingstrategiesSeasonalityPurchasecycleBrandawarenessCompetitiveactivityPromotionaleventBudget,SCHEDULING-CONTINUITY,Continuity-EvenandcontinuousadvertisingsupportProvidesanon-goingpresencefortheproductwiththeconsumerweekafterweekTheadsworkasareminderEntirepurchasecycleiscoveredReachconsumersbothwhentheyarepurchasingandwhentheyarenotRealisticonlyforlargebudgets,SCHEDULING-FLIGHTING,Flighting-AdvertisingscheduleseparatedbyhiatusesofnoadvertisingsupportCanbreakthroughcompetitivenoisebyconcentratingadvertisingathigherlevelsduringfewerweeksStretchlimitedbudgetsProvidehigherawarenesslevelsduringon-airperiodMaximizeimpactwhenon-airTimeyouradvertisingaccordingtotheseasonality,SCHEDULING-PULSING,Pulsing-ConsistentsupportwithvaryingweightlevelsProvideshigherconcentrationsofweightatscheduledintervalsCanbeaccomplishedby:Schedulingbaseweightandheavy-upthesamemediumSchedulingbaseweightforonemediumandheavyuponadifferentmediumAlternatingmediaCoordinatingburstswithpromotions,ReachPattern-Blitz,全面攻击闪电战,Start,1Yr,PlanningPeriod,Reach,ExpenditurePattern:,ReachPattern-Blitz,Theidealpatternforanewproductorservice,ifyoucanaffordit,consistsofa“blitz”ofcontinuousadvertisingforthefirstyear.But,itisvirtuallyimpossibletoover-advertiseanewproductorserviceduringitsintroduction.Theblitzpatternwillmaximizethefirst-moveradvantageifyourbrandisthefirstinthecategory.However,Itappearsthatblitzlevelspendingisalsonecessaryifalater-enteringbrandhopestoovertakethemarketleader.,ReachPattern-Blitz,ImportantNote:Theadvertiserwillneedafairlylarge“pool”ofadvertisingexecutions,builtaroundthesamepositioningstrategy,topreventadvertisingwearout.Forinformationalproducts,aresonablysafeestimateis24executions.Fortransformationalproducts,whereadlikabilityisrelevant,46executionsmaybeneededtosustainablitz.Forintroductorypromotions,togaintrial,wouldusuallyoccuronlyforthefirstsixmonthsbecausethatisthelengthoftimeforwhichaproductorservicecanlegallyusethedescription“new”.,ReachPattern-Wedge,契形分裂,Start,1Yr,PlanningPeriod,Reach,ExpenditurePattern:,ReachPattern-Wedge,Thewedgepatterncanbeconsideredasanalternativetoablitzwhenlaunchingaregularly-purchasedproductorservice.Notonlyhighreachbutheavyfrequencyisneededinitiallytocreatebrandawarenessforthenewproductandtoenableprospectivetrierstolearnthenewproductsbenefits(informationaladvertising)oracquireitsintendedimage(transformationaladvertising),GENERALTERMSFORPRINT,CirculationNo.o