文稿分析第八章

1、AdvertisingMedia Selection:Traditional MediaChapter 8ObjectivesWhat elements and individuals are involved in media planning?How do the terms used to describe advertising help the marketing team design effective campaigns?What are some of the primary advertising objectives?What are the advantages and

2、 disadvantages associated with each of the traditional advertising media?How can the marketing team use the media mix to increase advertising effectiveness?What are the key issues associated with media selection for business-to-business markets?8 - 1The Changing Media LandscapeA few predictionsMedia

3、 budgets will not increase for yearsTraditional media will take on a different role, with reduced budget shareHow consumers use media will never be the sameSynergism/integration is the new model8 - 22007-2011年15-64岁人群媒体接触度8 - 38.1 Media Concepts8 - 4A series of decisions involving the delivery of me

4、ssages to audiencesMediaPlanningGoals to be attained by the media strategy and programMediaObjectivesDecisions on how the media objectives can be attainedMediaStrategyGeneral categories of delivery systems, including broadcast and print mediaMediumThe specific carrier within a medium categoryMediaVe

5、hicle8 - 58.2 Developing the Media Plan8.1 Media PlanningSelecting media within classSelecting broad media classesDetermining media strategyMedia use decision printMedia use decision broadcastMedia use decision other mediaSetting media objectivesMarketing strategy planSituation analysisCreative stra

6、tegy planPeople Involved in Media Selection8 - 6Media BuyerMedia PlannerClientAccountExecutiveCreativeAccountPlanner8.3 Advertising Terminology8 - 7ReachFrequencyOpportunities to see Gross rating points Cost per thousand Ratings and Cost per Rating Point ContinuityImpressions8.3.1 Reach and Frequenc

7、y8 - 8A. Reach of One ProgramB. Reach of Two ProgramsC. Duplicated Reach of BothD. Unduplicated Reach of BothTotal marketaudience reachedTotal marketaudience reachedTotal market reached with both showsTotal reach less duplicated shows8 - 98.3.2 Ratings Points8 - 10Gross ratings points (GRPs)Measures

8、 impact of intensity of media planGRPs = Reach X FrequencyGRPs = Vehicle rating x OTS (number of insertions)Opportunities to see (OTS) refers to the cumulative exposures achieved in a given time period. 8 - 11Total Number of GRPs Delivered by a TV Media Plan非诚勿扰10.8x8=86.4养父8.7x16=139.2老公看你的5.6x4=22

9、.4Total248ProgramsRating OTSGRPs注：Rating来自2011年1月的CSM媒介研究8 - 128.3.3 RatingE.G., In the United States, the total number of households with television sets is approximately 109.7 million. To calculate the rating of an episode of American Idol, if the number of households tuned to the season finale wa

10、s 17.8 million, then the rating would be:收视率调查流程8 - 13添加样本人员背景信息样组建立抽取样本户完成样户调查问卷确定权值数据采集每天凌晨通过电话线/GPRS回传数据每周调查员入户收集日记卡基础研究每年进行一次,以了解样本地区的人口结构数据净化原始数据检查数据合成INFOSYS利用 Infosys 计算 收视率报告加权数据加权基础研究数据发送质量控制8 - 14数据采集方法测量仪 测量仪：详细记录样本户中所有4岁及以上家庭成员收看电视的情况，从而获取收视信息 （以1分钟为最小时间单位）自动记录：电视机被收看的频道人工记录：观众按键确认收看行为 观

11、众收视率= 频道信息 + 收看确认8 - 15数据采集方法日记卡日记卡：由样本户中所有4岁及以上的家庭成员，将每天收看电视的频道、时间段随时记录在日记卡上，以获取电视观众收视信息的方法。（以15分钟为最小时间单位）8 - 16Cost per thousand (CPM)Weighted CPM 8.3.4 Determining Relative Cost of Print Media8 - 17$20,000Cost of a Full Page Ad:Total Audience:800,000CPMmagazine A magazine B$30,0001500,000Weighted

12、 CPMActualAudience:200,000250,0008 - 18Cost per rating point (CPRP) 8.3.5 Determining Relative Cost of Broadcast Media8 - 198.3.6 Exposure ScheduleContinuityPulsingFlightingJanFebMarAprMayJunJulAugSepOctNovDec8.4 Achieving Advertising ObjectivesThree-exposure hypothesisMinimum of 3 exposures to be e

13、ffectiveIntrusion valueRecency theoryClutter, 3 exposures not enoughSelective attention and focusRequires continuous advertisingIncrease exposure through adding reach8 - 20Effective reach and frequencyWhat percent of audience must be exposed?How many times must audience be exposed?Minimum frequency

14、and maximize reach at that frequency levelDetermine effective frequency8 - 21Marketing FactorsBrand loyaltyUsage cyclePurchase cycles Share of voice Creative FactorsMessage complexity /uniquenessImage vs. product sell Message variation Media FactorsClutter Repeat exposuresAttentivenessSchedulingEdit

15、orial environment Brand recognitionCreate/strengthen mental linkagesIncrease reachTelevision, Outdoor, Magazines, Internet, Direct mailBrand recallPlace brand in evoked setIncrease frequency (repetitions),Television, Radio, Newspapers, Internet8 - 228.5 Media selectionBroadcast mediaTelevisionRadioP

16、rint mediaMagazinesNewspapersOutdoor8 - 23Television Pros and Cons8 - 24Mass coverageHigh reachSight, sound, motionHigh prestigeLow cost per exposureAttention gettingFavorable imageAdvantagesShort message lifeHigh production costLow selectivityHigh absolute costClutterDisadvantagesRadio Pros and Con

17、s8 - 25Local coverageLow costHigh frequencyFlexibleLow production costWell-segmented audienceAdvantagesClutterFleeting messageAudio onlyLow attention gettingDisadvantagesMagazine Pros and Cons8 - 26Segmentation potentialQuality reproductionHigh information contentLongevityMultiple readersAdvantagesV

18、isual onlyLong lead time for ad placementLack of flexibilityDisadvantages杂志刊例广告收入8 - 278 - 28Newspaper Pros and Cons8 - 29High coverageLow costShort lead time for placing adsAds can be placed in interest sectionsTimely (current ads)Reader controls exposureCan be used for couponsAdvantagesClutterPoor

19、 reproduction qualityShort lifeLow attention gettingSelective reader exposureDisadvantages8 - 30报纸刊例广告收入8 - 31Outdoor Pros and Cons8 - 32媒体选择应考虑的因素8 - 33广告预算目标受众媒体性质 广告创意 覆盖面 时效性 影响力产品特点8.5 Media MixSelect proper blend of mediaMedia-mix modelingNetwork ads-MeterAdvertising Analytics 2.0- Attribution

20、-Optimization-allocationMedia multiplier effectCombined impact of two or more media is stronger8 - 34U.S. Advertising Expenditures by Media for Coca-Cola8 - 35Developing Logical Combinations of Media8 - 36媒体组合的原则以顾客购买决策过程为导向可控与不可控媒体的组合策略不可控：大众媒体；可控：自己负责传播瞬间媒体与长效媒体的组合策略瞬间：电视广播；长效：印刷媒体媒体覆盖空间组合策略全面覆盖、重

21、点覆盖、交叉覆盖“跟随环绕”消费者的媒体组合策略适度投放策略8 - 378.6 Media Selection in B-to-B MarketsB-to-B ads looking more like consumer adsReasons for shiftDecision makers also consumersDecision makers difficult to reachClutter in B-to-B traditional mediaIncrease in ads through consumer mediaTrade publications still importantBusiness magazines8 - 38Busi