实力传播-媒介简报.ppt

OverallMediaProcess媒介简报,June21,2002,Tableofcontents提案内容,RecapofbasicmediaterminologyMediaroleintheprocessofcommunicationplanbeginwithmediabriefHowtodetermineobjectiveandstrategyMediaselectionandmixHowtoutilisethemediadata总结一些主要媒介用词媒介的角色由媒介的提示开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,Recapofbasicmediaterminology媒介用词,TargetAudienceRatingPoint(TARPsorTVR)example400,000targetaudiencewatchedtheTVC1,687,000totaltargetpopulation=23.7TVRorTARPs目标受众收视点,Recapofbasicmediaterminology媒介用词,GrossRatingPoints(GRPs)isthesummationofTARPsofaspecifiedcampaignthenumberoftargetaudienceimpactsgeneratedbyadefinedburstofadvertisingexpressedasapercentageofthetargetaudienceuniverse毛收视点是目标受众收视点的总和,Spot1,Spot2,Duplicationofspot1&2,Recapofbasicmediaterminology媒介用词,Reachexample到达率,Recapofbasicmediaterminology媒介用词,AverageFrequencyexampleAone-weekschedulewith144GRPs&61%reach,theaveragefrequencyis:144GRPs-=2.4Ave.frequency61%Reach平均收看频次,Recapofbasicmediaterminology媒介用词,CPRP(CostPerRatingPoint)Thecostrequiredtoreachonepercentofthetargetaudience每收视点的价值,Recapofbasicmediaterminology媒介用词,CPM(Costperthousand)Thecostrequiredtoreacheachthousandoftargetaudience每千人的价值,FourPsinmarketingprocess市场策略的4个P,Theroleofadvertisinginthemarketingprocess广告担当的角色,MarketingMix:FourPsi.TheProductii.ThePriceofthatproductiii.ThePlacewheretheproductwouldbesoldiv.ThePromotionactivitiesthatwillfacilitateorinduceaconsumertobuytheproducti.产品ii.价格iii.销售渠道iv.广告及推广,Theroleofmediaintheadvertisingprocess媒介担当的角色,MediaisequallyimportantthecreativeifnotmorethanThegreatestcreativecopyneedsarightmediavehicletodelivertotherightpeople,attherighttime,attherightlevel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。,Mediaplanningis媒体策划要考虑.,HowmanyprospectsdoIneedtoreach?(Reach)InwhichmediumshouldIplacemyads?(Mediachoice)Howmanytimesshouldprospectsseeeachad?(Frequency)Inwhichmonthsshouldadsappear?(Seasonality)Inwhichmarketsshouldadsappear?(Geographically)Howmuchmoneyshouldbespentineachmedium?(Mediaweight)到达率媒体选择广告收看频次季节性广告预算.,Mediaplanningprocess媒介策划流程,MediaBriefFormulationofMediaObjectives&StrategyDrawingofthePreliminaryMediaPlanDetailedMediaPlanandbuying媒介提示确定媒介目标及策略媒介计划表执行购买工作,MediaBriefing媒介提示,AgoodmediaplanstartswithagoodmediabriefAgoodmediabriefhelpstosetdirectionprioritisefocusstimulatemediacreativityAgoodmediabriefshouldbecomprehensive&clearsupportedwithfiguresifpossiblelogical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的,Essentialinformationofamediabrief总结有以下主要内容,TheSixWs1.HoWMarketingObjectivesAdvertisingObjectives六个W市场目标广告目标,Essentialinformationofamediabrief总结有以下主要内容,2.WhereConsumptionlocationsSalesbyregions/markets主要销售场所区域销售分布,Essentialinformationofamediabrief总结有以下主要内容,3.WhatProductinformationBrandawarenessBrandshare/MarketpenetrationMediaBudget/ProductionbudgetWhatarethecreativematerials产品资料产品知名度产品市场占有率媒介预算创作概念,Essentialinformationofamediabrief总结有以下主要内容,4.WhoTargetconsumerSourceofbusinessKeycompetitors目标受众销售来源主要竞争对手,Essentialinformationofamediabrief总结有以下主要内容,5.WhenSeasonalityProductlifecyclePurchasetime/usagetimeCampaignperiod/fiscalyear季节产品寿命购买周期广告推广周期,Essentialinformationofamediabrief总结有以下主要内容,6.Whymaintainacriticalmindgivethoughts合理性的侧面创意,MediaObjective媒介目标,Whatdowewanttoachieve?FactorsforconsiderationMarketingobjectivesAdvertisingobjectivesBudgetlimitationsCreativeimplicationsCompetitivestrategy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,MediaStrategy媒介策略,Howdoweachievethesetobjective(s)?MediaSelectionMediaMixBuyingStrategy怎样达到媒介目标媒介选择媒介组合购买策略,Mediaselectionisbasedon媒介选择,ComparisonbyNumbersBeyondtheNumbers数据比较质量比较,Comparisonbynumbers数据比较,Coveragecapabilitythehighertargetpenetration,theleastthewastageCostEfficiencyThemediumprovidingthehighestcoveragemaynotbenecessarilytheonewiththebestcostefficiency.Thecostefficiencycomparisonisanimportantcriteriatosuggestasecondorthirdmediumtobeincludedaspartofthemediamixtoimprovetheoverallefficiencyoftheschedule覆盖能力媒介有效值,TelevisionReasonsforusing-dynamicproductdemonstration-masscoverage-costefficiencyLimitations-hightotalcost-shortlifemessages-clutteredadvertisingenvironment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,Beyondthenumbers质量比较,NewspaperReasonsforusing-senseofimmediacy-flexibility-massreachortargetedreachLimitations-hightotalcost-clutteredadvertisingenvironment-lessproductionquality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,Beyondthenumbers质量比较,Beyondthenumbers质量比较,MagazinesReasonsforusing-finecolourreproduction-longerlifespan-higherpass-alongreadership-targetedreachLimitations-lackofimmediacy-slowbuildingofreach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,Beyondthenumbers质量比较,RadioReasonsforusing-lowcost-targetedreach-flexibilityLimitations-audioonly-lackofmasscoverage-clutteredadvertisingenvironment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/neonsignetc)Reasonsforusing-widecoverage-attentive-flexibility-around-the-clockexposureLimitations-highcostforimpact-limitedtosimplemessages-spaceavailability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,Beyondthenumbers质量比较,Mediamix媒介组合,Thebenefitofusingamediamixextendthereachreinforcethemessagepresentdifferentproductfeaturesbasedonthedifferentcharacteristicsofeachmedium扩大覆盖率加强不同的感染力不同的创意模式,Howtoevaluateamediaplan怎样评估媒介计划书,Doesyourplanmeetyourmediaobjectives?以媒介提示作为参考标准,Howtousethemediadata?怎样运用媒介研究资料,Competitiveanalysis竞争对手资料,Givestrategicinsightsmediafactsandfindingsbutnotmeanbeingfollowersinducethecompetitiveintelligencemediaimpactvsmediaspending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,Standardreachcurve标准到达率图表,0%,10%,20%,30%,40%,50%,60%,70%,80%,90%,100%,0,100,200,300,400,500,600,700,800,900,1000,GRPs,Reach,1+,3+,Certainprinciplesaboutbuildingreach建立到达率的规则,ReachgenerallybuildsveryquicklyatfirstAftertime,itbecomesdifficulttoincreasereachIncreasingreachfurthermeansreachinglightTVviewersIncreasingTARPstendstoincreasefrequencyratherthanreach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.,Effectivefrequency有效的收看频次,ThedefinitionThenumberofexposuresyourtargetaudienceneedtoproduceanoptimumresponsefromouradvertisingwithinagivenperiodoftime,EffectivefrequencyRange有效的收看频次范围,ThetheoryThereisaminimumadvertisingexposurelevelforaproduct,belowwhichtherehavenotsufficienteffectontheadvertisinggoalThereisalsoamaximumlevelabovewhichtherehaveeithernofurtherenhancementtotheadgoalorevensignificantdiminishingreturnsMorefocusdeliveryisexpectedwithminimumwastageofresources,Effectivereach有效的覆盖率,Thedefinition(%)ofthetargetaudiencewhohavehadtheopportunitytoseethecommercialattheEffectiveFrequency,Effectivefrequencyrangeoptimalapproach有效的媒体投放部署,0%,10%,20%,30%,40%,50%,60%,70%,80%,90%,100%,0,100,200,300,400,500,600,700,800,900,1000,GRPs,Reach,1+,3+,Howtoutilisethemediadata怎样利用媒介研究资料,WeeklyAdvertisingAwarenessData,WeeklyMediaDeliveryData,AdvertisingAwarenessSensitivityCorrelation,AdvertisingAwarenessDecayFactors,PlanningParameters,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,OvaltineweeklyawarenessandGRPs知名度与广告投放,Ovaltineawarenesssmoothed知名度与广告投放,Constantdecayfactorof20%givescorrelation知名度衰退速度,WhilePanadolhasadecayfactorofonly5%知名度衰退速度,Howtodotheoptimumplanwithdata怎样做最有效的媒介计划书,Budget,GRPsR&F,OptimumPlan,Todeterminemaximumeffectivenessinspendingstrategyandpattern,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,ATVcampaigndelivers500GRPsandreaches74%ofallpeople.Whatistheaveragefrequencyofexposure(OTS)totheadvertisingamongstpeoplewhowereexposedtoit?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?,QuestionsandAnswers答案,ATVcampaigndelivers500GRPsandreaches74%ofallpeople.Whatistheaveragefrequencyofexposure(OTS)totheadvertisingamongstpeoplewhowereexposedtoit?6.76,Questions问题,ATVcampaignisboughtagainstatargetaudienceofpeople15to35andaneffectivefrequencycriteriaof3to6.Themaximumpossiblereachforthetargetaudienceseeingtheadvertisingbetween3and6timesisachievedat350GRPs.Whathappenstothisreachifyoubuyafurther200GRPs?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,再投放多200个视点的效果会是什么?,QuestionsandAnswers答案,ATVcampaignisboughtagainstatargetaudienceofpeople15to35andaneffectivefrequencycriteriaof3to6.Themaximumpossiblereachforthetargetaudienceseeingtheadvertisingbetween3and6timesisachievedat350GRPs.Whathappenstothisreachifyoubuyafurther200GRPs?The3-6reachwillgodownbecausetherewillbemorepeopleexposedtomorethan6impactsforeveryincrementalGRPthanpeoplegoingfrom2to3exposures覆盖率的图线会下降,Questions问题,Yourclientmanufactureseyeglasses.HeasksyoutoprepareaTVmediaplanandadvisesyouthatthetargetaudienceis“peoplewithbadeyesight”.Whatswrongwiththat?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?,QuestionsandAnswers答案,Yourclientmanufactureseyeglasses.HeasksyoutoprepareaTVmediaplanandadvisesyouthatthetargetaudienceis“peoplewithbadeyesight”.Whatswrongwiththat?Badeyesightisnotavalidtargetaudiencedefinitionbecauseitisageneticphysicalcharacteristicdistributedrandomlythroughthepopulationwhichdoesnoteffectmediaconsumptionorlifestyle.TheargumentthattheycannotseetheTVisnogoodsincemostpeoplewithproblemvisionwearglassesalreadybutmaywellbeinthemarketforanewersmarterpair“有视觉问题的观众”不是媒介设定目标受众的范畴,Questions问题,YouareaskedtoprepareananalysislookingattheeffectsofmediainvestmentonyourFMCGclientsbusinessoverthelastfiveyears.Youhavevarioussetsofdatatoanalyse.Whichofthefollowingcorrelationsislikelytobethestrongestandwhy?MediaSpendvsSalesShareofVoicevsMarketShareUnaidedAd.AwarenessvsGRPsGRPsvsVolumesalesPromptedBrandAwarenessvsMarketShare假如要分析以下相关的媒介研究资料，谁是最有密切关联。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,QuestionsandAnswers答案,YouareaskedtoprepareananalysislookingattheeffectsofmediainvestmentonyourFMCGclientsbusinessoverthelastfiveyears.Youhavevarioussetsofdatatoanalyse.Whichofthefollowingcorrelationsislikelytobethestrongestandwhy?MediaSpendvsSa