dxt_-媒介基础知识培训.ppt

1、Media SeminarThe Basic,媒介基础知识培训,Content内容,Role of Media Department 媒介部角色 Media Basic Terminology 媒介基本术语 Exercises 练习,Media Department (媒介部),媒介策划 媒介购买 媒介调查,Role of Media Department媒介部的角色,$,Media Cost Management 媒介费用管理,Build up Good Relationship 建立良好关系,Coordination 协作,Play Magic 玩魔术,Impossible=Possibl

2、e 不可能=可能,Media Researcher 媒介调研者,Data Analysis 数据分析,Feel Markets 感知市场,Creative 创意,Management 管理,Media Basic Terminology媒介基本术语,Media Basic Terminology媒介基本术语,Medium 媒体 一系列传播工具 如报纸、杂志、广播、电视 Vehicle 载具 媒体中的某一种传播工具 广州日报是报纸媒体中的一种,Media Basic Terminology媒介基本术语,Audience受众 暴露于某媒体的人口 收看或收听一则广告活动的某一群体 出版物的读者，电视

3、观众，广播的听众 某一潜在的读者、观众的特定群体,Media Basic Terminology媒介基本术语,受众描述/受众结构 某一节目受众人口统计构成，人口数据包括年龄、性别、婚姻状况、职业、居住地、孩子个数等,Media Basic Terminology媒介基本术语,目标受众 Generally used interchangeably with Target Group 通常可以与“目标群体”一词互换使用 A clear actionable definition for media planning 在媒介计划中使用的清晰而可行的界定 Demographic人口统计分类 ( e.g

4、. women 15-34 ) Psychographic 心理状态分类( e.g. modern / trendy ) Product Usage产品使用( e.g. smoker / bought air-conditioner in the past 12-month ) Special focus should be shown必须突出重点 Example of a biscuit:某饼干的目标受众 Primary Target主要目标=Children 6-14 Secondary Target次要目标=Mothers 25-45,Media Basic Terminology媒介基

5、本术语,Opportunity to See ( OTS )视听机会 Opportunities to see the advertisements in a campaign在一次广告活动中视听广告的机会 电视TV:表明某人收看某一电视频道中的特定节目（日志当节目播出时正在房间中（监测） Press出版: 在出版周期之中（如：对周刊来说就是上一周）读或看某期刊物（至少2分钟）,Media Basic Terminology媒介基本术语,Rating ( Point )收视率 The percentage of people or homes of the population exposed

6、 to a curtain TV program or Radio program in a given period of time 某一媒体在特定时间之内覆盖的个人或家庭在总数所占的百分比 Based on the different unit of measurement it is classified into Household Rating and Personal Rating 基于不同的测量单位，可以分家庭收视率和个人收视率,Media Basic Terminology媒介基本术语,Household Rating家庭收视率,Program A,Program B,Prog

7、ram C,Home 1,Home 2,Home3,Home4,Home 5,Non TV,Program A Rating = ( H1+ H2 ) / 5 =40% Program B Rating = ( H3 ) / 5 =20% Program C Rating = ( H4 ) / 5 = 20%,Media Basic Terminology媒介基本术语,Personal Rating个人收视率,Program A,Program B,Program C,Home 1,Home 2,Home 3,Home4,Home5,Non TV,Total,Total,Rating,10,3

8、0,20,10,Media Basic Terminology媒介基本术语,Target Audience Rating Point(TRP)目标受众收视率 The percentage of a target audience who have an opportunity to see a commercial. Also referred as Gross Rating Points ( GRP ) 是有机会读某则广告的目标受众的百分比，亦可称作毛收视点 1个目标受众收视点=目标受众的1% 10个成人目标收视点=所有成人的10% 10个女性目标收视点=所有女性的10%,Media Bas

9、ic Terminology媒介基本术语,Share of Audience节目受众占有率 The percentage of the homes or individuals viewing or listening to TV or radio during a given time period 各频道在特定的时段中所占有的观众/听众占拥有电视机的总人口的比率,Media Basic Terminology媒介基本术语,Example of TARP and Audience Share 目标受众收视点和受众占有率举例,Source: SRG,How many TARPs did STV

10、 achieve(below 15)=250 / 1,162*100%=22,How many Audience Share did STV achieve(below 15)=250 / 569*100%=44,Media Basic Terminology媒介基本术语,Example: Calculate the Total TRPs of A, B = Counted in reach measurement,Media Basic Terminology媒介基本术语,How to calculate the combined reach of four television progr

11、ams,X = Viewed program at least once; = Counted in reach measurement,Media Basic Terminology媒介基本术语,Frequency Distribution接触频率分布 The percentage of reached persons in each frequency level 在每个接触频次的对象消费者比率（即接触1次的消费者的比率，及接触2次，3次，4次等的消费者比率） Effective Frequency有效接触频次 The amount of frequency ( or repetition

12、 ) necessary for advertisements to be effective in communicating 指对消费者达到广告诉求目的所需要的广告露出频率,Media Basic Terminology媒介基本术语,Cost Efficiency成本效益 Cost per ( Rating ) Point ( CPRP, CPP )视听率每点成本 在广播电视媒体中，每百分点收视（听）所需支付金额 Formula计算公式: Cost per Rating Point = Cost of a commercial / Rating 每收视 （听）点成本=购买毛收视点费用/毛收

13、视点 Cost per Thousand千人成本 媒体载具每接触1000人所需支付金额 Formula计算公式： 千人成本=购买所有受众费用/所到达的对象人口数*1000,Media Basic Terminology媒介基本术语,Frequency接触频次 The average number of times that audience members were exposed to a broadcast program within a four-week period, or were exposed to issues of different print media. 在一定的期

14、间内（通常指的是4周），接触广告的对象消费者的接触次数 Formula公式 Frequency = GRPs / Reach 接触频次=毛收视点/到达率 在分析上，接触频次通常被分为平均接触频次（Average Frequency),接触频次分布（Frequency Distribution)及有效接触频次（Effective Frequency),Media Basic Terminology媒介基本术语,Cost Efficiency Comparison 成本效益对比 Using the same kind of Ratio to compare 使用同一种比率去对比,Media Bas

15、ic Terminology媒介基本术语,Are we only looking for just Cost Efficiency (CPRP or CPM) all the time? 我们只是寻求成本效益吗？,Media Basic Terminology媒介基本术语,Effective Reach有效到达率 一次是不够的-消费者从接触广告到产生购买行动有赖于广告频次的累积，即必须累积一定的频次才能促使效果的产生 广告的有效频率，在过去传统的认定是以3次为有效频次的低限，事实上，不同的品类、市场、竟争、媒体环境及创意等，在媒体有效频次上皆有其不同的界定,Media Basic Termin

16、ology媒介基本术语,有效接触频次估算表 低 主要因素 高 A.品牌 1.非常成熟/销售重点新产品/销售重点 2.较成熟的活动新活动 3.简单的信息复杂的信息 4.创意冲击力大创意冲击力小 5.近期支持近期支持水平低 6.高利润低利润,Media Basic Terminology媒介基本术语,有效接触频次估算表 低 主要因素 高 B消费者 7.易于接受影响的目标受众不易于接受影响的目标受众 8.顽固态度改变态度 9.顽固行为改变行为 10.竟争性低竞争性高 11.媒介嘈杂低媒介嘈杂高,Media Basic Terminology媒介基本术语,Media People Talk in Me

17、dia Jargon 媒介工作人员用行话交谈 “ 55% Reach of the target with an average 要达到目标受众55%的到达率 OTS of 2.4 and an effective reach (3+) 2.4的平均视听机会 of 21% requiring 133 GRPs.” 21%的有效到达率（3次以上） 需要133个目标受众收视点 What does it mean? 此为何意？,Media Basic Terminology媒介基本术语,55% 2.4 OTS, 21% 3+ Reach 55%视听机会2.4, 21% 3次以上到达率 55%of t

18、he target audience will have at least one opportunity to see the advertising. 的目标受众有至少一次的视听广告的机会 45%of the target audience will have no opportunity to see the advertising at all. 的目标受众完全没有机会视听广告 2.4is the average number of OTS amongst those who do see advertising. (Some will only have 1 OTS and some

19、 will have 5 OTS). 是收视（听）到广告主的视听机会平均数（一些人仅有一次视听机会而另一些则可能有5次） 21%of the target audience will have at least 3 OTS 的目标受众至少有3次视听机会,Media Basic Terminology媒介基本术语,Day Part广播电视时段 A system for the division of time periods within TV and Radio to describe the viewing / listening propensity 广播电视中使用的或分时间的体系，用以描

20、述收看/收听习惯的倾向 Radio广播Television电视 Breakfast =6-8amWomen hour=1:00-2:45pm Daytime=10-3pmChildren Hour=5:00-6:30pm Drivetime=5-7pmPrime=6:30-9:30pm Nighttime=7-11pmLate Prime=9:30-11:00pm Late Night=11:00-12:00pm,Media Basic Terminology媒介基本术语,Readership阅读率/读者量 Number (%) of a target audience who claim t

21、o have “read” a publication (N.B. read after means looked into ) 目标受众已见过出版物的百分比 Pass-Along Readers传阅读者 Readers of magazine who are not purchases / subscribers 阅读自己没有购买的刊物的读者,Media Basic Terminology媒介基本术语,Circulation & Readership发行量与读者量 Print Bun (Circulation)印刷（发行量） distribution channel（发行渠道） Primar

22、y Readers主要读者 Secondary / Pass-along Readers其次读者/传阅者 Readership读者量,Media Basic Terminology媒介基本术语,Share-Of-Voice/Share-Of-Spending声量份额 The share of activity of a product within its total category in terms of dollars spent (SOS) or media weight (SOV) 某产品在其同类产品中的广告活动份额，用投入的经费来衡量（SOS-share of spending)或

23、用出现在媒介的比重来衡量(SOV-share of voice计算单位通常为GRP) EG. RMBSOSTARPsSOS 000% BrandX400272020 Y500333535 Z600404545 - 1,500100100100,Excercise,练习,假设有A,B,C三个地区，这三个地区的目标对象人口数分别为3,000,000, 2,500,000, 800,000.这三个地区的广告花费分别是RMB67,000, RMB34,900, RMB9,700, 请计算这三个地区的千人成本（CPM)? 哪一个地区的成本效益最好？ 如果以上三个地区的总收视点分别为561, 232, 4

24、05, 请计算这三个地区所达到的总收视点？ 请计算这三个地区的收视点成本(CPRP/CPP)? 如果以上三个地区的净到达率分别为70%，63%，79%，请计算每个地区的平均接触 频次及三个地区的平均接触频次？,Answer,A: CPM = 67,000 / 3,000,000 x 1,000 = 22.3 B: CPM = 2,500,000 / 34,900 x 1,000 = 71.6 C: CPM = 9,700 / 800,000 x 1,000 = 12.1 C A, B & C Total GRP = (3,000,000 x 561% + 2,500,000 x 232% + 800,000 x 405%) / (3,000,000 + 2,500,000 + 800,000) x 100 = 410 CPRP = (67,000 + 34,900 + 9,700)/ 410 = 272 A: Ave frequency = 561 / 70 = 8 B: Ave frequency = 232 / 63 = 4 C: Ave frequency = 405 / 79 = 5 A, B & C