媒体基本实战技巧

1、4 A广告策划提案“”“. 4Adou,匀叮，：J -l QQ:1 3022192怜 廿日，f二| 4t1 ;_ 1. P, TIW I 哺 t_i 1-臼九 网， ，心：h 1P帽,Wf, ,1,1 1才 ，一1, I nc n-，鲁量冒眉，g昌u山，昌媒体基本实战技巧Prepared by: Vicky Hsueh February 3rd, 2003媒体环境的诡谲多变,让媒体人头晕目眩, 让广告人雾里看花会喘. But免惊 !Ref: TN/MEDIA/JMEDIA1/ rc3与其站在门外不如进得门里瞧瞧Ref: TN/MEDIA/JMEDIA1/ rc4THE BASIC ME

2、DIA TERMINOLOGY WILL HELP YOU GET INTO MEDIA TERRITORYPURPOSETo familiarize you with the basic concepts and terminology used in media To demonstrate how terms can beapplied to media planningRef: TN/MEDIA/JMEDIA1/ rc9BASIC MEDIA TERMS INTERPRETATION & USEAudience & Target Media MixRatingSOV & SO$ GRP

3、GICPRP & CPM HUT & PUTShareTV DaypartReach & Frequency Reach CurveEffective Reach & Frequency SchedulingReach PatternGENERAL TERMSPRINT- Circulation- Primary readers, Pass-along readers& Readership- Readers per copy- Split-runTV- ROS(run of schedule)- Zipping & Zapping- Back to back & RoadblocksAudi

4、enceThe number of Target individuals or households likely to be exposed to a media vehicle.It could be- Households viewing a TV program in the average minute- Persons listening to a Radio station during a certain quarter hour- Readers of an average issue of a special MG or NPTARGETThe audience that

5、you want to see your advertising message- Usually defined by age and gender- For example :For Oil of Olay : Female 20-39 For H&S : M&F 15-490Ref: TN/MEDIA/JMEDIA1/ rc1MEDIA MIXUse more than one medium to reach target- The value of each medium must be considered regarding its ability toachieve the ov

6、erall objective- Factors to be considered :* Amount of use by target* Potential Reach vs Frequency* Communication strengthens/weakness* Competitive use*Clutter* Cost*CreativeRATINGThe audience expressed as the percent of a universe- Reported by syndicated sources- Whenever the term rating is used, t

7、he universe must be clearly understood- For example :If 26% of all Female 15- 39 in Taiwan watched TTV Evening News, this program would have a 26 rating.SOV & SO$SOV: Percent of total advertising spending or weightwithin a product category that is held by a particular brand at a given timee.g.BrandT

8、ARP SOV Olay5,00050%Ponds4,00040%Others1,00010%Total10,000100%GRPThe sum of all the rating points- Total number of exposures against a target audience expressed as a percent- 1 GRP = 1 % of universe- Dont look at audience duplication- GRP is a measure of theheaviness of the campaign- Other commonly

9、used terms : TRP (Target Rating Point)& TARP (Target Audience Rating Point)GRPAdditive across programs ProgramFemale 20-39 TTV Evening News25CTV Drama Serials20CTSForeign Film2065GRPsEach of above shows achieved an individual rating and combined, the schedule delivered 65 GRP with an avg. rating of2

10、1.6 for a program in the schedule.GI (Thousands)Thousands of viewers of a given program thatare in your target audience, also known as impressions- The summation of the number of people reached by the campaign.So,Thousands (impressions) = Rating x Universe- Gross impressions, like GRP, is the sum of

11、 all the impressions, or (000)Program(000)F20-39Universe# ViewersTTV News20%4,000,000800,000CPR/CPP/CPRPCost of a spot or total package delivered by the GRP received-Used to measure rating points in relation to dollar investmentProgramCost/10GRP/F20-39CPRCTV News30,000152,000CPM(Cost per Thousands)C

12、ost of a spot or total package divided by the thousands (000) of viewers in your target audience- The dollar figure used to evaluate the relative costs of various media within selected audience- Used to compare the efficiency of reaching your target among different programs or vehicleMedia VehicleUn

13、it CostF20-39(000)CPMTV(Top 50 avg.)90,000612.5$146.94MG (Top 10 avg.)60,000497.0$124.20HUT & PUTThe number of TV household or persons in those household with TV sets on at the time being measured- Shows how much TV usage occurs at a particular time- Are remarkable predictableTV DAYPARTSDivides the

14、day into clusters of hours with similar viewers-06:30am - 14:00pm: daytime- 14:00pm - 19:00pm: early fringe- 19:00 pm - 22:00 pm: prime time- 22:00pm - 24:00pm: late fringe0Ref: TN/MEDIA/JMEDIA1/ rc2REACHThe unduplicated number of households or persons exposed at least once to an advertisement or ad

15、vertising schedule- A person/household is only counted once even if exposed two or more times (1+ net reach)- Key element - net or unduplicated number of people exposed- Important in determining advertising effectivenessFREQUENCYThe average number of times a household or person exposed to an adverti

16、sement or advertising schedule in a given period of time- Key element - average no.of times exposed- Some will see more than others but, to be reached, one must see the ad at least once- Usually are concerned with average frequency- Important in determining advertising effectivenessAverage no.of tim

17、es they viewedREACH & FREQUENCYViewers counted once %GRP=ReachxFrequencyF20-39= ReachxAvg.Frequency400 GRP=80%x5CALCULATING REACH & FREQUENCYFor exampleFrequencyReachFrequencyReach1+80%15%2+75%225%3+50%32%4+48%4+48%1+80%REACH CURVEPrinciples about how reach builds- Reach generally builds very quickl

18、y at first- Overtime, it becomes difficult to increase reach because you havealready reached the frequent media users- Increasing GRP tends to increase frequency while reach increases at a slow rate(see next page for the example)EFFECTIVE FREQUENCYThe amount of frequency or repetition necessary for

19、advertisements to be effective- Three bit theory by Herbert Krugman 1stbit:What is it ?2nd bit :What about it ? 3rd bit :I know it.(complex message needs higher frequency)EFFECTIVE REACHThe percent of a target audience exposed to an advertising within a range of times sufficient to produce a positiv

20、e change (e.g. build awareness, image, strengthen perception.)% Reached at each frequency level60%40%20% (effective reach is 20% at 3+)5%Frequency1+2+3+4+SCHEDULINGA pattern of times when advertising will appear before the consumerFactors need consideration when developing scheduling strategiesSeaso

21、nality Purchase cycle Brand awareness Competitive activity Promotional event BudgetSCHEDULING - CONTINUITYContinuity - Even and continuous advertising supportProvides an on-going presence for the product with the consumer week after weekThe ads work as a reminder Entire purchase cycle is coveredReac

22、h consumers both when they are purchasing and when they are not Realistic only for large budgetsSCHEDULING - FLIGHTINGFlighting - Advertising schedule separated by hiatuses of no advertising supportCan break through competitive noise by concentrating advertising at higher levels during fewer weeksSt

23、retch limited budgetsProvide higher awareness levels during on-air periodMaximize impactwhen on-airTime your advertising according to the seasonality0Ref: TN/MEDIA/JMEDIA1/ rc3SCHEDULING - PULSINGPulsing - Consistent support with varying weight levelsProvides higher concentrations of weight at sched

24、uled intervalsCan be accomplished by :Scheduling base weight and heavy-up the same mediumScheduling base weight for one medium and heavy up on a different medium Alternating mediaCoordinating bursts with promotionsReach Pattern - Blitz全面攻击闪电战ReachStartPlanning Period1 YrExpenditure Pattern:Reach Pat

25、tern - BlitzThe ideal pattern for a new product or service, if you can afford it, consists of a “blitz” of continuous advertising for the first year.But, it is virtually impossible to over-advertise a new product or service during its introduction.The blitz pattern will maximize the first-mover adva

26、ntage if your brand is the first in the category.However, It appears that blitz level spending is also necessary if a later-entering brand hopes to overtake the market leader.Reach Pattern - BlitzImportant Note :The advertiser will need a fairly large “pool” of advertising executions, built around t

27、he same positioning strategy, to prevent advertising wearout.For informational products, a resonably safe estimate is 2 4 executions.For transformational products, where ad likability is relevant, 4 6 executions may be needed to sustain a blitz.For introductory promotions, to gain trial, would usual

28、ly occur only for the first six months because that is the length of time for which a product or service can legally use the description “new”.Reach Pattern - Wedge契形 ReachStartPlanning Period1 YrExpenditure Pattern:Reach Pattern - WedgeThe wedge pattern can be considered as an alternative to a blit

29、z when launching a regularly- purchased product or service.Not only high reach but heavy frequency is needed initially to create brand awareness for the new product and to enable prospective triers to learn the newproducts benefits (informational advertising) or acquire its intended image (transformational advertising)GENERAL TERMS FOR PRINT