广告媒介_媒介常识

1、 Recap of basic media terminology Media role in the process of communication plan begin with media brief How to determine objective and strategy Media selection and mix How 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 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

2、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Gross Rating Points (GRPs) is the summation of TARPs of a specified campaign the number of target audience impacts generated by a defined burst o

3、f 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& 2Reach example到 达 率REACHAverage Frequency exampleA one-week schedule with 144 GRPs & 61% reach, the average frequency is : 144 GRPs-= 2.4 Ave. frequency61% R

4、each平 均 收 看 频 次CPRP ( Cost Per Rating Point ) The cost required to reach one percent of the target audience每 收 视 点 的 价 值CPM ( Cost per thousand ) The cost required to reach each thousand of target audience每 千 人 的 价 值Marketing Mix : Four Psi.The Product ii.The Price of that productiii. The Place wher

5、e 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Media is equally important the creative if not more than The greatest creative copy needs a right media vehicle to deliver to the right people, at the

6、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。 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 ap

7、pear? ( Seasonality ) In which markets should ads appear? ( Geographically ) How much money should be spent 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 Brief Formulation of Media Objectives & Strategy Drawing of the Preliminary Media Plan Detailed Media Plan and buying 媒 介

8、 提 示 确 定 媒 介 目 标 及 策 略 媒 介 计 划 表 执 行 购 买 工 作A good media plan 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

9、 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The Six Ws 1. HoW Marketing Objectives Advertising Objectives六个W市 场 目 标广 告 目 标2.Where Consumption locations Sales by regions/markets主 要 销 售 场 所区 域 销 售 分 布3.What Product information Brand awareness Brand share/Market penetration Media

10、 Budget/Production budget What 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4.Who Target consumer Source of business Key competitors目 标 受 众销 售 来 源主 要 竞 争 对 手5.When Seasonality Product life cycle Purchase time/usage time Campaign period/fiscal year季 节产 品 寿 命购 买 周 期广 告 推 广 周 期6

11、.Why maintain a critical mind give thoughts合 理 性 的侧 面 创 意What do we want to achieve ?Factors for consideration Marketing objectives Advertising objectives Budget limitations Creative implications Competitive 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How do we achieve the set objective(s

12、)?Media SelectionMedia MixBuying Strategy怎 样 达 到 媒 介 目 标媒 介 选 择媒 介 组 合购 买 策 略Comparison by NumbersBeyond the Numbers数 据 比 较质 量 比 较Coverage capability the higher target penetration, the least the wastageCost Efficiency The medium providing the highest coverage may not be necessarily the one with the

13、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 coverage-cost e

14、fficiencyLimitations -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Newspaper Reasons for using -sense of immediacy-flexibility-mass reach or targeted reachLimitations -high total cost-cluttered advertising environmen

15、t-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Magazines Reasons for using - fine colour reproduction- longer life span- higher pass-along readership- targeted reachLimitations- lack of immediacy- slow building 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RadioReasons for using- low

16、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 / neon sign etc)Reasons for using- wide coverage- attentive- flexibility- around-the-clock expo

17、sureLimitations- 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The benefit of using a media mix extend the reach reinforce the message present different product features based on the differ

18、ent characteristics of each medium 扩 大 覆 盖 率 加 强 不 同 的 感 染 力 不 同 的 创 意 模 式Does your plan meet your media objectives ? 以 媒 介 提 示 作 为 参 考 标 准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

19、 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0%10%20%30%40%50%60%70%80%90%100%01002003004005006007008009001000GRPs Reach1+3+ Reach generally builds very quickly at first After time, it becomes difficult to increase reach Increasing reach further means reaching light TV viewers Increa

20、sing 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.The definition The number of exposures your target audience need to produce an optimum response from our advertising within a given period of timeThe theory There is a minimum

21、advertising exposure level for a product, below which there have not sufficient effect on the advertising goal There is also a maximum level above which there have either no further enhancement to the ad goal or even significant diminishing returnsMore focus delivery is expected with minimum wastage

22、 of resourcesThe definition (%) of the target audience who have had the opportunity to see the commercial at the Effective Frequency0%10%20%30%40%50%60%70%80%90%100%01002003004005006007008009001000GRPs Reach1+3+3-6Weekly AdvertisingAwareness DataWeekly MediaDelivery DataAdvertising AwarenessSensitiv

23、ity CorrelationAdvertising AwarenessDecay FactorsPlanningParameters广告知名度资料广告知名度资料媒介投放资料媒介投放资料媒介计划考虑媒介计划考虑知名度与投放关系知名度与投放关系知名度衰退速度知名度衰退速度0%10%20%30%40%50%60%70%8-Jan29-Jan19-Feb12-Mar2-Apr23-Apr14-May4-Jun25-Jun16-Jul6-Aug27-Aug17-Sep8-Oct29-Oct19-Nov10-Dec31-Dec21-Jan11-Feb3-Mar24-MarU U n n a a i i

24、d d e e d d A A d d . . A A w w a a r r e e n n e e s s s s050100150200250300350W W e e e e k k l l y y G G R R P P s sGRPsAd. Awareness0%10%20%30%40%50%60%8-Jan29-Jan19-Feb12-Mar2-Apr23-Apr14-May4-Jun25-Jun16-Jul6-Aug27-Aug17-Sep8-Oct29-Oct19-Nov10-Dec31-Dec21-Jan11-Feb3-Mar24-MarU U n n a a i i d

25、d e e d d A A d d . . A A w w a a r r e e n n e e s s s s050100150200250300350W W e e e e k k l l y y G G R R P P s sGRPsAd. Awareness20%25%30%35%40%45%50%55%60%8-Jan29-Jan19-Feb12-Mar2-Apr23-Apr14-May4-Jun25-Jun16-Jul6-Aug27-Aug17-Sep8-Oct29-Oct19-Nov10-Dec31-Dec21-Jan11-Feb3-Mar24-MarU Un na ai id

26、 de ed d A Ad d. . A Aw wa ar re en ne es ss s0100200300400500600700800900W We ee ek kl ly y G GR RP P s sAdstockGRPsAd. Awareness Smoothed20%30%40%50%60%70%80%3-Dec10-Dec17-Dec24-Dec31-Dec7-Jan14-Jan21-Jan28-Jan4-Feb11-Feb18-Feb25-Feb3-Mar10-Mar17-Mar24-Mar31-Mar7-Apr14-AprU Un na ai id de ed d B B

27、r ra an nd d A Aw wa ar re en ne es ss s020040060080010001200W We ee ek kl ly y G GR RP P s sAdstockGRPsAd. AwarenessPoly. (Ad. Awareness)BudgetSalesSeasonalityAdvertisingAwarenessDecay FactorsEffectiveFrequencyParametersGRPsR&FOptimumPlanTo determine maximum effectiveness in spending strategy a

28、nd pattern预算预算季节季节知名度衰退速度知名度衰退速度有效频次有效频次收视率收视率/覆盖覆盖/频次频次最有效的计划书最有效的计划书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 ?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?A TV campaig

29、n 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 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 r

30、each 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,再投放多200个视点的效果会是什么?A TV campaign is bought against a target audience of people 15 to 35 and an effect

31、ive 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 ?The 3-6 reach will go down because there will be more people exposed to more than 6 imp

32、acts for every incremental GRP than people going from 2 to 3 exposures 覆 盖 率 的 图 线 会 下 降Your client manufactures eye glasses. He asks you to prepare a TV media plan 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

33、观众”.请问以上逻辑有何不对?Your client manufactures eye glasses. He asks you to prepare a TV media plan and advises you that the target audience is “people with bad eyesight”. Whats wrong with that?Bad eyesight is not a valid target audience definition because it is a genetic physical characteristic distributed

34、 randomly through the population which does not effect media consumption or lifestyle. The argument that they cannot see the TV is no good since 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You

35、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 ShareU

36、naided 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 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