广告媒介-媒介常识.ppt

OverallMediaProcess媒介简报 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 FourP sinmarketingprocess市场策略的4个P Theroleofadvertisinginthemarketingprocess广告担当的角色 MarketingMix FourP si 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 GRP s 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 GRP s 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 What swrongwiththat 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 What swrongwiththat 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 YouareaskedtoprepareananalysislookingattheeffectsofmediainvestmentonyourFMCGclient sbusinessoverthelastfiveyears 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 YouareaskedtoprepareananalysislookingattheeffectsofmediainvestmentonyourFMCGclient sbusinessoverthelastfiveyears Youhavevarioussetsofdatatoanalyse Whichofthefollowingcorr