實(shí)力傳播-媒介簡報(bào)

1、Overall Media Process 媒 介 簡 報(bào)June 21, 2002Table of contents 提 案 內(nèi) 容Recap of basic media terminologyMedia role in the process of communication planbegin with media briefHow to determine objective and strategyMedia selection and mixHow to utilise the media data總 結(jié) 一 些 主 要 媒 介 用 詞媒 介 的 角 色由 媒 介 的 提 示 開

2、 始怎 樣 決 定 媒 介 目 標(biāo) 及 策 略媒 介 選 擇 及 組 合怎 樣 有 效 利 用 媒 介 資 料Recap of basic media terminology 媒 介 用 詞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 標(biāo) 受 眾 收 視 點(diǎn)Recap of basic media terminology媒介用詞Gross Rating Po

3、ints (GRPs)is the summation of TARPs of a specified campaignthe number of target audience impacts generated by a defined burst of advertising expressed as a percentage of the target audience universe毛 收 視 點(diǎn) 是 目 標(biāo) 受 眾 收 視 點(diǎn) 的 總 和Spot 1Spot 2Duplication of spot 1& 2Recap of basic media terminology媒介用詞

4、Reach example到 達(dá) 率REACHRecap of basic media terminology媒介用詞Average Frequency exampleA one-week schedule with 144 GRPs & 61% reach, the average frequency is : 144 GRPs-= 2.4 Ave. frequency61% Reach平 均 收 看 頻 次Recap of basic media terminology媒介用詞CPRP ( Cost Per Rating Point ) The cost required to reach

5、 one percent of the target audience每 收 視 點(diǎn) 的 價(jià) 值Recap of basic media terminology媒介用詞CPM ( Cost per thousand ) The cost required to reach each thousand of target audience每 千 人 的 價(jià) 值Promotion 促 銷Price 價(jià) 格Four Ps in marketing process 市 場 策 略 的 4 個(gè)PProduct 產(chǎn) 品Place 地 點(diǎn)The role of advertising in the mark

6、eting process 廣 告 擔(dān) 當(dāng) 的 角 色Marketing Mix : Four Psi.The Product ii.The Price of that productiii.The Place where the product would be soldiv.The Promotion activities that will facilitate or induce a consumer to buy the producti.產(chǎn) 品ii.價(jià) 格iii.銷 售 渠 道iv.廣 告 及 推 廣The role of media in the advertising proc

7、ess 媒 介 擔(dān) 當(dāng) 的 角 色Media is equally important the creative if not more thanThe greatest creative copy needs a right media vehicle to deliver to the right people, at the right time, at the right level跟 廣 告 創(chuàng) 意 同 等 地 位廣 告 創(chuàng) 意 的 傳 達(dá)， 有 賴 正 確 的 渠 道， 目 標(biāo) 受 眾 及 有 效 頻 次 和 適 當(dāng) 時(shí) 間。Media planning is 媒 體 策 劃 要

8、考 慮 . 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 appear? ( Seasonality )In which markets should ads appear? ( Geographically )How much money should be spe

9、nt in each medium? ( Media weight ) 到達(dá)率媒 體選 擇廣告收看頻次季節(jié)性廣 告 預(yù) 算 .Media planning process 媒 介 策 劃 流 程Media BriefFormulation of Media Objectives & StrategyDrawing of the Preliminary Media PlanDetailed Media Plan and buying媒 介 提 示確 定 媒 介 目 標(biāo) 及 策 略媒 介 計(jì) 劃 表執(zhí) 行 購 買 工 作Media Briefing 媒 介 提 示A good media plan

10、 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 從 媒 介 提 示 開 始媒 介 提 示 可 以 幫 助確 定 方 向編 排 重 要 性提 高 創(chuàng) 意同 時(shí) 具 備詳 細(xì) 及 清 晰 資 料有 數(shù) 據(jù) 支 持合 邏 輯

11、 的Essential information of a media brief 總 結(jié) 有 以 下 主 要 內(nèi) 容The Six Ws 1.HoWMarketing ObjectivesAdvertising Objectives六個(gè)W市 場 目 標(biāo)廣 告 目 標(biāo)Essential information of a media brief總結(jié)有以下主要內(nèi)容2.WhereConsumption locationsSales by regions/markets主 要 銷 售 場 所區(qū) 域 銷 售 分 布Essential information of a media brief總結(jié)有以下主要內(nèi)

12、容3.WhatProduct informationBrand awarenessBrand share/Market penetrationMedia Budget/Production budgetWhat are the creative materials產(chǎn) 品 資 料產(chǎn) 品 知 名 度產(chǎn) 品 市 場 占 有 率媒 介 預(yù) 算創(chuàng) 作 概 念Essential information of a media brief總結(jié)有以下主要內(nèi)容4.WhoTarget consumerSource of businessKey competitors目 標(biāo) 受 眾銷 售 來 源主 要 競 爭 對(duì) 手

13、Essential information of a media brief總結(jié)有以下主要內(nèi)容5.WhenSeasonalityProduct life cyclePurchase time/usage timeCampaign period/fiscal year季 節(jié)產(chǎn) 品 壽 命購 買 周 期廣 告 推 廣 周 期Essential information of a media brief總結(jié)有以下主要內(nèi)容6.Whymaintain a critical mindgive thoughts合 理 性 的側(cè) 面 創(chuàng) 意Media Objective 媒 介 目 標(biāo)What do we wa

14、nt to achieve ?Factors for consideration Marketing objectivesAdvertising objectivesBudget limitationsCreative implicationsCompetitive strategy主 要 考 慮:市 場 目 標(biāo)廣 告 目 標(biāo)廣 告 預(yù) 算創(chuàng) 意 啟 示競 爭 對(duì) 手 表 現(xiàn)Media Strategy 媒 介 策 略How do we achieve the set objective(s)?Media SelectionMedia MixBuying Strategy怎 樣 達(dá) 到 媒 介

15、 目 標(biāo)媒 介 選 擇媒 介 組 合購 買 策 略Media selection is based on 媒 介 選 擇Comparison by NumbersBeyond the Numbers數(shù) 據(jù) 比 較質(zhì) 量 比 較Comparison by numbers 數(shù) 據(jù) 比 較Coverage capabilitythe higher target penetration, the least the wastageCost EfficiencyThe medium providing the highest coverage may not be necessarily the one

16、 with the 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 蓋 能 力媒 介 有 效 值Television Reasons for using-dynamic product demonstration-mass coverag

17、e-cost efficiencyLimitations -high total cost-short life messages-cluttered advertising environment電 視- 強(qiáng) 項(xiàng)-生 動(dòng)， 有 感 染 力-大 眾 化-有 效-弱 點(diǎn)-廣 告 費(fèi) 用 大- 短 暫 的 -復(fù) 雜 的Beyond the numbers 質(zhì) 量 比 較Newspaper Reasons for using -sense of immediacy-flexibility-mass reach or targeted reachLimitations -high total cost

18、-cluttered advertising environment-less production quality報(bào)刊-強(qiáng)項(xiàng)-有新聞重要性-靈活-大眾化,也可有選擇性-弱點(diǎn)-費(fèi)用大-復(fù)雜的-質(zhì)量略差Beyond the numbers 質(zhì)量比較Beyond the numbers 質(zhì)量比較Magazines Reasons for using -fine colour reproduction-longer life span-higher pass-along readership-targeted reachLimitations-lack of immediacy-slow build

19、ing of reach雜志-強(qiáng)項(xiàng)-印刷精美-長的廣告生命力-目標(biāo)受眾集中-弱點(diǎn)-效力緩慢Beyond the numbers 質(zhì)量比較RadioReasons for using-low cost-targeted reach-flexibilityLimitations-audio only-lack of mass coverage-cluttered advertising environment 電 臺(tái) 強(qiáng) 項(xiàng) - 費(fèi) 用 便 宜 - 目 標(biāo) 受 眾 集 中- 靈 活 性 弱 點(diǎn)- 沒 有 視 覺 效 應(yīng)- 覆 蓋 面 淺Outdoor (MTR / billboards / neo

20、n sign etc)Reasons for using-wide coverage-attentive-flexibility-around-the-clock exposureLimitations-high cost for impact-limited to simple messages-space availability 戶 外 強(qiáng) 項(xiàng)- 覆 蓋 面 廣- 受 注 意 的- 靈 活 性- 弱 點(diǎn)- 費(fèi) 用 不 便 宜- 不 可 用 復(fù) 雜 的 廣 告 內(nèi) 容- 不 容 易 找 到 黃 金 位 置Beyond the numbers 質(zhì)量比較Media mix 媒 介 組 合The

21、 benefit of using a media mixextend the reachreinforce the messagepresent different product features based on the different characteristics of each medium 擴(kuò) 大 覆 蓋 率 加 強(qiáng) 不 同 的 感 染 力 不 同 的 創(chuàng) 意 模 式How to evaluate a media plan 怎 樣 評(píng) 估 媒 介 計(jì) 劃 書Does your plan meet your media objectives ? 以 媒 介 提 示 作 為 參

22、考 標(biāo) 準(zhǔn)How to use the media data ? 怎 樣 運(yùn) 用 媒 介 研 究 資 料Competitive analysis 競 爭 對(duì) 手 資 料Give strategic insightsmedia facts and findingsbut not mean being followersinduce the competitive intelligencemedia impact vs media spending供 應(yīng) 策 略 性 的 觀 點(diǎn) 媒 介 數(shù) 據(jù) 但 不 是 說 要 用 后 來 者 對(duì) 手 策 略 得 到 指 引 媒 介 效 應(yīng) 為 主， 投 放 價(jià)

23、 值 為 副Standard reach curve標(biāo)準(zhǔn)到達(dá)率圖表0%10%20%30%40%50%60%70%80%90%100%01002003004005006007008009001000GRPs Reach1+3+Certain principles about building reach建立到達(dá)率的規(guī)則Reach generally builds very quickly at firstAfter time, it becomes difficult to increase reachIncreasing reach further means reaching light T

24、V viewersIncreasing TARPs tends to increase frequency rather than reach在一個(gè)廣告優(yōu)勢的初段,建立的速度比較快然后速度放緩覆蓋的范圍開始到達(dá)一些偏遠(yuǎn)的受眾最后, 投放的作用主要放在提升收看廣告的頻次.Effective frequency有效的收看頻次The definitionThe number of exposures your target audience need to produce an optimum response from our advertising within a given period o

25、f timeEffective frequency Range有效的收看頻次范圍The theoryThere is a minimum advertising exposure level for a product, below which there have not sufficient effect on the advertising goalThere is also a maximum level above which there have either no further enhancement to the ad goal or even significant dim

26、inishing returnsMore focus delivery is expected with minimum wastage of resourcesEffective reach有效的覆蓋率The definition(%) of the target audience who have had the opportunity to see the commercial at the Effective FrequencyEffective frequency range optimal approach有效的媒體投放部署0%10%20%30%40%50%60%70%80%90%

27、100%01002003004005006007008009001000GRPs Reach1+3+3-6How to utilise the media data 怎樣利用媒介研究資料Weekly AdvertisingAwareness DataWeekly MediaDelivery DataAdvertising AwarenessSensitivity CorrelationAdvertising AwarenessDecay FactorsPlanningParameters廣告知名度資料媒介投放資料媒介計(jì)劃考慮知名度與投放關(guān)系知名度衰退速度Ovaltine weekly awar

28、eness and GRPs知名度與廣告投放Ovaltine awareness smoothed知名度與廣告投放Constant decay factor of 20% gives correlation知名度衰退速度 While Panadol has a decay factor of only 5%知名度衰退速度How to do the optimum plan with data 怎樣做最有效的媒介計(jì)劃書BudgetSalesSeasonalityAdvertisingAwarenessDecay FactorsEffectiveFrequencyParametersGRPsR&F

29、OptimumPlanTo determine maximum effectiveness in spending strategy and pattern預(yù)算季節(jié)知名度衰退速度有效頻次收視率/覆蓋/頻次最有效的計(jì)劃書Questions 問題Questions 問題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

30、 ?在一個(gè)電視廣告攻勢里,如果可以得到500收視點(diǎn),74%的覆蓋率,請(qǐng)問目標(biāo)受眾收看的平均頻次有多少?Questions and Answers 答案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 ?6.76 Questions 問題A TV campaign is bought against a targe

31、t audience of people 15 to 35 and an effective 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 ?在一個(gè)電視廣告攻勢里,設(shè)定有效的收看頻次范圍3-6,假如這個(gè)范圍在350收視點(diǎn)時(shí)出現(xiàn),再

32、投放多200個(gè)視點(diǎn)的效果會(huì)是什么?Questions and Answers 答案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 reach for the target audience seeing the advertising between 3 and 6 times is achieved at 350 GRPs. What happens to this r

33、each 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 impacts for every incremental GRP than people going from 2 to 3 exposures 覆 蓋 率 的 圖 線 會(huì) 下 降Questions 問題Your client manufactures eye glasses. He asks you to prepare a TV media plan

34、and advises you that the target audience is “people with bad eyesight”. Whats wrong with that?假如你有一個(gè)做眼鏡的客戶,他要求提供一份媒介計(jì)劃書,而目標(biāo)受眾是設(shè)定“有視覺問題的觀眾”.請(qǐng)問以上邏輯有何不對(duì)?Questions and Answers 答案Your client manufactures eye glasses. He asks you to prepare a TV media plan and advises you that the target audience is “peop

35、le with bad eyesight”. Whats wrong with that?Bad eyesight is not a valid target audience definition because it is a genetic physical characteristic distributed randomly through the population which does not effect media consumption or lifestyle. The argument that they cannot see the TV is no good si

36、nce most people with problem vision wear glasses already but may well be in the market for a newer smarter pair“ 有 視 覺 問 題 的 觀 眾” 不 是 媒 介 設(shè) 定 目 標(biāo) 受 眾 的 范 疇Questions 問題You are asked to prepare an analysis looking at the effects of media investment on your FMCG clients business over the last five year

37、s. 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 ShareUnaided Ad. Awareness vs GRPsGRPs vs Volume salesPrompted Brand Awareness vs Market Share假 如 要 分 析 以 下 相 關(guān) 的 媒 介 研 究 資 料， 誰 是 最 有

38、密 切 關(guān) 聯(lián)。 媒 介 投 放 與 銷 量 媒 介 占 有 率 與 市 場 占 有 率 知 名 度 與 毛 收 視 點(diǎn) 毛 收 視 點(diǎn) 與 銷 量 知 名 度 與 市 場 占 有 率Questions and Answers 答案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 to be the strongest and why ?Media Spend vs SalesShare of Voice vs Market Share*Unaided Ad