如何选择媒体

MediaTrainingJan13,2023heaven@威亚创意-搜集整顿Hello!GoodAfternoon!

Let’stalkaboutMediaSurvivingintheMediaJungle?YOU

MediaPlanning?

NumberCrushingSeriousAnalyticalJobBusy!Busy!Busy!100WaysToSqueezeMediaSalesALotOfJargonsSurvivingintheMediaJungle?Todoourjobbetter,weneedyourSurvivingintheMediaJungle?UNDERSTANDINGUnderstandingWhatdowedo?HowA/Scanhelp?Whatwearetalkingabout?TopicsDefinitionofMediaPlanningEffectiveMediaPlanningMediaBriefingMediaJargonsReach&FrequencyWhatDoesAllTheJargonReallyMean?MediaPeopleTalkInMediaJargonMediaPeopleTalkInMediaJargon“AnEffectiveReachoftheTargetAudienceat3+/30%Requires160GRPsandtheNetReachis60%.”Whatdoesitmean?SurvivingintheMediaJungle?ReachFrequencyContinuityTheCo-ExistingRivalryContentRecapsWhyimportant?EffectiveFrequencyVsRecencyOptimizationinDailyLifeSummaryPointstoNoticeTelevisionFocusTimeFrameTargetGroupPoint-of-viewonlyRecapsReach(%)ofdifferentpeoplewhohaveanopportunitytoseeacommercialinamediascheduleatleastonce.Noduplicationisinvolved e.g.1+Reach=rating1+rating2 -duplicationspot1spot2AverageFrequencyAverageno.of“OpportunitytoSee”acommercialwithinagivenperiodoftime.Withsomepeoplehavingmoreopportunitiestoexposetothecommercialandsomepeopleless2x3x

AverageFrequency=

GRPs/ReachExampleConsiderthefollowing6-spotschedule;Target:People15-49

Example

TARPs Spot1 : 15 Spot2 : 20 Spot3 : 11 Spot4 : 30 Spot5 : 8 Spot6 : 26 110ExampleTargetAudience:People15-49TotalTARPs = 110Reach(1+) = 64%Ave.Freq. = 1.7R&FCurve

TargetAudience:People15-49Reach(%)GRPs1+2+3+AboutBuildingReachReachgenerallybuildsveryquicklyatfirstAftertime,itbecomesdifficulttoincreasereach(havealreadyreachedtheheavyTVviewers)IncreasingreachfurthersmeansreachinglightTVviewersIncreasingweighttendstoincreasefrequencyratherthanreachReachcurvelooksdifferentbyusingdifferentmediacombinationsordaypartcombinationDaytimePrimetimeCertainPrinciplesaboutBuildingReachGenerally,certainmediaareknowntobereachbuilders:TV,NewspapersBroadcoverage,quickaudienceaccumulationOthersareknownasfrequencybuilders:Radio,OutdoorFragmentedaudience,lowratingR&F

WhyImportant?WhyImportant?ExerciseGroupdiscussionontheimportanceofR&FtoClients;toPlanners&toBuyersTime:20minutesWhyImportant?WhoamI?WhenIjoinedtheadvertisingfield?WhyImportant?1timemaynotbeenough!!!HowmanytimesIshouldhitmytargetthisweek?Howmuchisenough?WhyImportant?Client:evaluateeffectivenessPlanner:definethesufficientweightleveltoachieveaneffectiveadvertisingcampaignBuyer:betteryardsticktooptimizedperformanceR&F

DifferentSchoolsofThoughtEffectiveFrequencyVS

RecencyHowtoEvaluatetheEffectivenessWhatisthevalueofrepeatedexposuretoanadmessage?Doesthe2ndor3rdhavethesameeffectasthe1st?Howabouttheexposuresbeyondthe3rd?Isthecurrentbudgetutilizedtoprovidemaximumresponsewithaminimumwaste?Traditionally,mediaplanswereevaluatedonthebasisofReach,Frequency,GRPsandCPMsSettingquantitativemeasurablemediaobjectivesIdentifytheroleoftheadvertisinganditsspecificobjectivesinquantifiabletermsIdentifythenumberofexposuresthatarenecessarytoconvinceeachtargetprospectIdentifythepercentageoftargetprospectsthathavetobeconvincedinordertoachievetheadvertisingobjectivesIdentifythetimeframewhicheffectivefrequencyobjectivehastobemetEffective

Frequency

(EF)WhyEffectiveFrequency“AverageFrequency”canbemisleadingAvg.Frequency3xPerson ScheduleA ScheduleB 1 2x 1x 2 3x 2x 3 3x 2x 4 4x 4x 5 3x 6xEffectiveFrequencyThenumberofexposuresyourtargetaudienceneedtoproduceanoptimumresponsefromouradvertisingwithinagivenperiodoftime1+3+4+2+EffectiveFrequencyAdvertisingRecognition-In1972,HerbertKrugman,psychologistandpublicopinionresearcher,definedthepsychologyofCommercialexposuresas:Firstexposure:“Curiosity”Whatisit?Secondexposure:“Recognition”Whatofit?Thirdexposure:“Decision”ThefirstreminderEffectiveFrequencyFollowedbythebookofMichaelNaplesin1979;“EffectiveFrequency:therelationshipbetweenfrequencyandadvertisingeffectiveness”The“3-hittheory”becomepopularEF(Range)ThetheoryisfurthermodifiedbyColinMcDonaldthereisaminimumadvertisingexposurelevelforaproduct,belowwhichthereisnoeffectontheadvertisinggoalthereisamaximumlevelabovewhichthereiseithernofurtherenhancementtotheadgoalMorefocusdeliverywillberesultedwithminimumwastageofresourcesEF(Range)BrandFactorsWellestablishedfocusofsalesVSNewproductEstablishedcampaignVSNewcampaignSimplemessageVSComplexmessageHighimpactcreativeVSLowimpactcreativeWithrecentsupportVSLowrecentsupportHighinterestcategoryVSLowinterestcategoryEF(Range)ConsumerFactorsReceptivetargetaudienceVSUnreceptiveaudienceReinforcingattitudesVSChangingattitudesReinforcingbehaviorVSChangingbehaviorLowcompetitiveactivityVSHighcompetitiveactivityLowmediaclutterVSHighmediaclutterEFEstimator

KeyConsiderationsEffectiveFrequency Low High12345WeightingScoreTotalscoreof:27.5(max)or5.5(min)

A. TheBrand 1. WellEstablished

NewProduct 2 102. EstablishedCampaign NewCampaign 0.5 2.53. Simplemessage Complexmessage 0.5 2.54. Highimpactcreative Lowimpactcreative 1 55. Recentsupport:High Recentsupport:low 1 56. Highinterestcategory Lowinterestcategory 0.5 2.5

EFEstimator

KeyConsiderationsEffectiveFrequency Low High12345WeightingScoreTotalScoreof:22.5(max)or4.5(min)GrandTotalScore:50(max)or10(min)

B. TheConsumer

7. Receptivetarget

Unreceptive 1 5 audience8. Reinforcingattitudes/ ChangingAttitudes/ 1 5 behaviors behaviors9. Lowcompetitive Highactivity 1.5 7.5 activity10. Lowmediaclutter Highmediaclutter 1 5EFEstimator

Example

A. TheBrand 1. WellEstablished

NewProduct 2 42. EstablishedCampaign NewCampaign 0.5 1.53. Simplemessage Complexmessage 0.5 1.54. Highimpactcreative Lowimpactcreative 1 25. Recentsupport:High Recentsupport:low 1 26. Highinterestcategory Lowinterestcategory 0.5 2

KeyConsiderationsEffectiveFrequency Low High12345WeightingScoreTotalscoreof:13EFEstimator

Example

A. TheConsumer

7. Receptivetarget

Unreceptive 1 2 audience8. Reinforcingattitudes/ ChangingAttitudes/ 1 3 behaviors behaviors9. Lowcompetitive Highactivity 1.5 6 activity10. Lowmediaclutter Highmediaclutter 1 4

KeyConsiderationsEffectiveFrequency Low High12345WeightingScoreAveragescoreof:15TotalScore:28Fora4-weekperiod,weassume…aneffectivefrequencyrangefrom

1-8and

therangeoffrequencyof2 timesmoreScoreRange StrikeRateRange10-14 1-315-19 2-420-24 3-525-29 4-630-34 5-735-39 6-840-44 7-945-50 8-10EffectiveReachThedefinition(%)ofthetargetaudiencewhohavehadtheopportunitytoseethecommercialattheEffectiveFrequencyEffectiveReachHowtoestablishByjudgment,experience,researchsupportHowmucheffectivereachcanbeaffordedwithinthebudget?Howmuchisneededtoachievethemarketinggoals?GeorgeB.Murraysuggested45%isthenormIntermofcostefficiencyWhatistherelationshipbetweencostandeffectivereach?Costefficiencyapproach

forn+effectivefrequencyCostperEffective3+ReachCostefficiencyapproach

forn+effectivefrequencyCostper1%Effective3+Reach(Rmb)100150200250300350400GRPs3+ReachCostEfficient

ZoneRecencyRecencyTheoryJohnPhilipJonesandErwinEphronEffectivefrequencyisprovidedbyONEsingleexposureRecencyTheoryFocusonpurchasetrigger,relevancy.WhenAdworks.PeopleusedtolookforinformationaboutproductstoshopLessweight,moreweeksWhenismoreimportantthanhowmanyRecencyTheory“Thereisawindowofadvertisingopportunityprecedingeachpurchase.Mediaplanning’sjobistoplacethemessageinthatwindow”“Ifyouwantyouradvertisingtobenefitsyourbrandsinthelongterm,demonstrateitsabilitytosellyourbrandsintheshort-term.”RecencyTheoryWhenabrandisunadvertised,itssaleswillsufferfromsuccessfulcompetitivecampaigns.TheonlywayinwhichabrandcanbeprotectedistobeontheairfairlycontinuouslyBetterthoughtas‘presence’RecencyTheoryPlanforreachnotfrequencyPlanforcontinuitynotburstsUseone-weeknot4-weekplanningmethodShopforlowestcost-per-reach-pointnotjustlowerCPMUsedispersion(lowratings)notconcentration(highratings)Aimtobuy50-70GRPsand1+35%perweekPlanbyR&FDeriveyourMediaObjectiveTodeliveraneffectivereachof55%ofallpeople14-49ataneffectivefrequencyof3+across4wksperiodNextQuestionHowmuchGRPsisrequiredtodelivertheaboveobjective?HowmuchitwillcosttobuytheaboveGRPs?Inwhatstationorprime/fringemixshouldIbuyforthisschedule?Optimization

inDailyLifeObjectivesforOptimizationAchievethesameEffectivereachwiththeminimalbudgetAchievethehighestEffectivereachwiththesameamountofmoney打怪兽游戏目旳：以最小旳花费打死至少80%旳怪兽规则：1.目前有六只怪兽，它们旳死穴会按不同旳时间出目前身体 不同旳地方(见附表) 2. 怪兽被打中两次就会死亡 3. 要在不同步间攻击不同旳地方会需要不同旳子 弹，价钱亦会不同(见附表) 4. 每颗子弹只可用一次，不可反复使用 5. 子弹可同步攻击六只怪兽怪兽死穴表头手脚早午晚头手脚早午晚头手脚早午晚头手脚早午晚头手脚早午晚头手脚早午晚怪兽A怪兽BXXXXXXXXXXXXXXXXXXX怪兽C怪兽D怪兽E怪兽FX子弹价格表(人民币)头手脚早午晚200604040050070390130250OptimalPerformanceapproach

foreffectivefrequencyrangeTimeFrameAcrosswhatperiodshouldwebelookingatachievingtherequiredeffectivefrequency?campaignobjectivesdecisionmakingprocesspurchasecyclecompetitiveactivitydesiredresponsetacticalconsiderationsseasonalityaffordabilityTimeFrameCampaignObjectiveThematic/Tactical(promotion)DecisionmakingprocessLongtermplanning/impulsebuyPurchasingcycleandusage(natureofproduct)WeeklyforBeer,MonthlyforFMCG,QuarterlyforDiamondEffectiveReach/FrequencyMeritsofplanningbyEffectiveReach/EffectiveFrequency……PlanningUnitAbletodeterminehowmuchmediaweightisrequiredtodeliverthedesiredlevelofconsumerresponseSpecificgoals,basedongiveneffectivefrequencylevelisprovidedtoevaluatemediaplanningeffectivenessinsteadoftheuseofaverageexposureestimationsMediaperformancecanbeoptimizedwithingivenbudgetEffectiveReach/FrequencyBuyingUnitTooptimizethemostcostefficientscheduletodeliverthepre-determinedeffectivereachandfrequencylevelAbetterguidelinetofollowasayardstickR&FOptimizationSomerulesofthumbforselectingtimeslotforaspotscheduleTARPs CPRP* Select RationaleHigh Low Buildreach&costefficientHigh High BuildreachbutnotcostefficientLow Low BuildFrequencyLow High X Notcostefficient,can’tbuild R&F*CPRP=Mediacost(Nett/Gross)/TARPsReach/FrequencyOptimizationSameScheduleinDifferentWeeksSamespotschedulesdeliverdifferentGRPslevelindifferentweeksEverybodyhasdifferentlifestyle/TVviewinghabiteveryweek,thereforeeachspotalthoughscheduledatthesameprogram,scoredifferentratingseveryweekSamespotschedulesachievedifferentR&FindifferentweeksReach/FrequencyOptimizationExample1:6spotsscheduleinSHTV/OTV

GRPs

Ave.Freq

1+Reach. 1stWeek(w/cNov20) 68 1.30 52%2ndWeek(w/cNov28) 60 1.33 45%Reach/FrequencyOptimizationSamespotscheduleondifferentstationmixwilldeliverdifferentR&FdistributionMulti-stationbuywillmaximizenetreachof1+or2+Singlestationbuywillmaximize3+oraboveSinglestationbuycanenhancehigheraveragefrequencythanmulti-stationbuyReach/FrequencyOptimizationExample2:6spotsscheduleindifferentstationbuy

GRPs Ave.Freq. 1+ 2+ 3+ 4+SHTVonly 47 1.50 32 10 3 2SHTV/OTV 52 1.30 52 15 1 1 Reach/FrequencyOptimizationSamebudgetspotschedulewithdifferentprime/fringeratiowilldeliverdifferentR&FdistributionCombinationofprime/fringebuywillmaximizebothnetreachandave.frequencythansoleprimetimebuyPrime/fringecombinationisalsomorecostefficient(intermofCPRP)thansoleprimetimebuyReach/FrequencyOptimizationExample3:RMB136,000budgetplaninaprimetimebuyandaprime/fringecombination

GRPs Ave.Freq. 1+ 2+ 3+ 4+ 5+Primeonly 68 1.3 52 15 1 1 0Prime/fringe 136 1.9 70 40 15 6 2(82/18splitinbudget,55/45splitinrating)Reach/FrequencyOptimizationOtherwaystooptimizeR&Fdelivery1spotperdayinSHTV(6days)maximizes1+2consecutivespotsperday(3days)maximizes2+3consecutivespotsperday(2days)maximizes3+6consecutivespotsaday(1day)maximizes4+andaboveandhavehighestave.frequencywithinalloftheaboveschedulesReach/FrequencyOptimizationExample4:Differentno.ofspotsperday

GRPs Ave.Freq. 1+ 2+ 3+ 4+ 5+1spot/day 45 1.4 33 9 2 1 12spots/day 43 1.6 27 11 2 1 13spots/day 48 1.6 29 11 4 2 16spots1day45 1.7 26 9 5 3 2TVOptimizationSoftwareSuper-Midas&X-pertContinuityFurthertothedeterminedplanningunits,howoftenshouldthisadvertisingweightberepeated?Forfixedbudget,thechoicescouldbe:Lowweight,moreweeksHighweight,lessweeksFactorstoconsiderSalesresponseSeasonalityCompetitivepresenceDecayfactorContinuityDecayFactortherateatwhichspontaneousbrandawarenessdeclinesafteradvertisingstopsRapidrate: newbrands highlycompetitive clutterenvironmentSlowrate: well-establishedbrand genericproduct highinterestlevelproductContinuityReachNewProductPromotionProductwithhighmarketturnoverFrequency/ContinuityProductaimsatmicromarketingMatureproductProductwithshortpurchasingcycleWithlimitedmediabudget,itisimpossibletomaximizethethreeofreach,frequencyandcontinuity.PriorityshouldbeconsideredaccordingtodifferentsituationOurPointofViewThereareNoAbsolutesinMediaPlanningSummaryMediaplannersdonotalwayshavetomakeanabsolutechoicebetweeneffectivefrequencyandrecency:theanswerisnotalwayshighfrequencyandbursts,noralwayslowweightandcontinuitySummaryRecencyisadisciplineofmediaplanning,justlikeeffectivefrequencyis-butjustonediscipline.Theyformpartoftheequation:theyarenotthefullsumintheirownrightRoleofmediaistoensurethattheSummarycommunicationisdistribut