廣告媒介媒介常識課件

OverallMediaProcess

媒介簡報OverallMediaProcess

媒介簡Tableofcontents

提案內(nèi)容RecapofbasicmediaterminologyMediaroleintheprocessofcommunicationplanbeginwithmediabriefHowtodetermineobjectiveandstrategyMediaselectionandmixHowtoutilisethemediadata

總結(jié)一些主要媒介用詞媒介的角色由媒介的提示開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Tableofcontents

提案內(nèi)容RecaRecapofbasicmediaterminology

媒介用詞TargetAudienceRatingPoint(TARPsorTVR)example 400,000targetaudiencewatchedtheTVC 1,687,000totaltargetpopulation =23.7TVRorTARPs目標(biāo)受眾收視點RecapofbasicmediaterminoloRecapofbasicmediaterminology

媒介用詞GrossRatingPoints(GRPs)isthesummationofTARPsofaspecifiedcampaignthenumberoftargetaudienceimpactsgeneratedbyadefinedburstofadvertisingexpressedasapercentageofthetargetaudienceuniverse毛收視點

是目標(biāo)受眾收視點的總和RecapofbasicmediaterminoloSpot1Spot2Duplicationofspot1&2Recapofbasicmediaterminology

媒介用詞Reachexample到達(dá)率REACHSpot1Spot2DuplicationofspoRecapofbasicmediaterminology

媒介用詞AverageFrequencyexampleAone-weekschedulewith144GRPs&61%reach,theaveragefrequencyis:

144GRPs ------------ =2.4Ave.frequency 61%Reach平均收看頻次RecapofbasicmediaterminoloRecapofbasicmediaterminology

媒介用詞CPRP(CostPerRatingPoint)Thecostrequiredtoreachonepercentofthetargetaudience每收視點的價值RecapofbasicmediaterminoloRecapofbasicmediaterminology

媒介用詞CPM(Costperthousand)

Thecostrequiredtoreacheachthousandoftargetaudience每千人的價值RecapofbasicmediaterminoloPromotion促銷Price價格FourP’sinmarketingprocess

市場策略的4個PProduct產(chǎn)品Place地點Promotion促銷Price價格FourP’sTheroleofadvertisinginthemarketingprocess

廣告擔(dān)當(dāng)?shù)慕巧玀arketingMix:FourP’s

i. TheProduct ii. ThePriceofthatproduct iii. ThePlacewheretheproductwouldbesold iv. ThePromotionactivitiesthatwillfacilitateor induceaconsumertobuytheproduct

i. 產(chǎn)品

ii. 價格

iii. 銷售渠道

iv. 廣告及推廣TheroleofadvertisingintheTheroleofmediaintheadvertisingprocess

媒介擔(dān)當(dāng)?shù)慕巧玀ediaisequallyimportantthecreativeifnotmorethanThegreatestcreativecopyneedsarightmedia

vehicletodelivertotherightpeople,attherighttime,attherightlevel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)時間。TheroleofmediaintheadverMediaplanningis…

媒體策劃要考慮...

HowmanyprospectsdoIneedtoreach?(Reach)InwhichmediumshouldIplacemyads?(Mediachoice)Howmanytimesshouldprospectsseeeachad?(Frequency)Inwhichmonthsshouldadsappear?(Seasonality)Inwhichmarketsshouldadsappear?(Geographically)Howmuchmoneyshouldbespentineachmedium?(Mediaweight)

到達(dá)率媒體選擇廣告收看頻次季節(jié)性廣告預(yù)算...Mediaplanningis…

媒體策劃要Mediaplanningprocess

媒介策劃流程MediaBriefFormulationofMediaObjectives&StrategyDrawingofthePreliminaryMediaPlanDetailedMediaPlanandbuying

媒介提示確定媒介目標(biāo)及策略媒介計劃表執(zhí)行購買工作Mediaplanningprocess

媒介策M(jìn)ediaBriefing

媒介提示AgoodmediaplanstartswithagoodmediabriefAgoodmediabriefhelpstosetdirectionprioritisefocusstimulatemediacreativityAgoodmediabriefshouldbecomprehensive&clearsupportedwithfiguresifpossiblelogical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)意同時具備詳細(xì)及清晰資料有數(shù)據(jù)支持合邏輯的MediaBriefing

媒介提示AgoodEssentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容TheSixWs

1. HoWMarketingObjectivesAdvertisingObjectives六個W市場目標(biāo)廣告目標(biāo)EssentialinformationofamedEssentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容

2. WhereConsumptionlocationsSalesbyregions/markets主要銷售場所區(qū)域銷售分布EssentialinformationofamedEssentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容 3. WhatProductinformationBrandawarenessBrandshare/MarketpenetrationMediaBudget/ProductionbudgetWhatarethecreativematerials

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EssentialinformationofamedEssentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容 4. WhoTargetconsumerSourceofbusinessKeycompetitors目標(biāo)受眾銷售來源主要競爭對手EssentialinformationofamedEssentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容 5. WhenSeasonalityProductlifecyclePurchasetime/usagetimeCampaignperiod/fiscalyear季節(jié)產(chǎn)品壽命購買周期廣告推廣周期EssentialinformationofamedEssentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容 6. Whymaintainacriticalmindgivethoughts合理性的側(cè)面創(chuàng)意EssentialinformationofamedMediaObjective

媒介目標(biāo)Whatdowewanttoachieve?FactorsforconsiderationMarketingobjectivesAdvertisingobjectivesBudgetlimitationsCreativeimplicationsCompetitivestrategy主要考慮:市場目標(biāo)廣告目標(biāo)廣告預(yù)算創(chuàng)意啟示競爭對手表現(xiàn)MediaObjective

媒介目標(biāo)WhatdMediaStrategy

媒介策略Howdoweachievethesetobjective(s)?MediaSelectionMediaMixBuyingStrategy怎樣達(dá)到媒介目標(biāo)媒介選擇媒介組合購買策略 MediaStrategy

媒介策略HowdoMediaselectionisbasedon

媒介選擇ComparisonbyNumbersBeyondtheNumbers數(shù)據(jù)比較質(zhì)量比較Mediaselectionisbasedon

媒Comparisonbynumbers

數(shù)據(jù)比較Coveragecapabilitythehighertargetpenetration,theleastthewastageCostEfficiencyThemediumprovidingthehighestcoveragemaynotbenecessarilytheonewiththebestcostefficiency.Thecostefficiencycomparisonisanimportantcriteriatosuggestasecondorthirdmediumtobeincludedaspartofthemediamixtoimprovetheoverallefficiencyoftheschedule覆蓋能力媒介有效值Comparisonbynumbers

數(shù)據(jù)比較Television

Reasonsforusing -dynamicproductdemonstration

- masscoverage

- costefficiency

Limitations - hightotalcost

- shortlifemessages

- clutteredadvertisingenvironment

電視 -強(qiáng)項 -生動，有感染力 -大眾化 -有效 -弱點 -廣告費用大

-短暫的 -復(fù)雜的Beyondthenumbers

質(zhì)量比較Television BeyondthenumbersNewspaper

Reasonsforusing - senseofimmediacy

- flexibility

- massreachortargetedreach

Limitations - hightotalcost

- clutteredadvertisingenvironment

-lessproductionquality 報刊

-強(qiáng)項 -有新聞重要性 -靈活 -大眾化,也可有選擇性 -弱點 -費用大 -復(fù)雜的 -質(zhì)量略差Beyondthenumbers質(zhì)量比較NewspaperBeyondthenumbersBeyondthenumbers質(zhì)量比較Magazines

Reasonsforusing - finecolourreproduction

- longerlifespan

- higherpass-alongreadership - targetedreach Limitations - lackofimmediacy - slowbuildingofreach雜志 -強(qiáng)項 -印刷精美 -長的廣告生命力 -目標(biāo)受眾集中 -弱點 -效力緩慢Beyondthenumbers質(zhì)量比較MagaziBeyondthenumbers質(zhì)量比較

Radio

Reasonsforusing - lowcost - targetedreach - flexibility Limitations - audioonly - lackofmasscoverage - clutteredadvertisingenvironment

電臺 強(qiáng)項 - 費用便宜

- 目標(biāo)受眾集中

- 靈活性 弱點 - 沒有視覺效應(yīng)

- 覆蓋面淺Beyondthenumbers質(zhì)量比較 RadioOutdoor(MTR/billboards/neonsignetc)

Reasonsforusing - widecoverage - attentive - flexibility - around-the-clockexposure Limitations - highcostforimpact - limitedtosimplemessages - spaceavailability

戶外

強(qiáng)項 - 覆蓋面廣

- 受注意的

- 靈活性

-

弱點 - 費用不便宜

- 不可用復(fù)雜的廣告內(nèi)容

- 不容易找到黃金位置Beyondthenumbers質(zhì)量比較Outdoor(MTR/billboards/neMediamix媒介組合Thebenefitofusingamediamixextendthereachreinforcethemessagepresentdifferentproductfeaturesbasedonthedifferentcharacteristicsofeachmedium 擴(kuò)大覆蓋率加強(qiáng)不同的感染力不同的創(chuàng)意模式Mediamix媒介組合ThebenefitHowtoevaluateamediaplan

怎樣評估媒介計劃書Doesyourplanmeetyourmediaobjectives?以媒介提示作為參考標(biāo)準(zhǔn)Howtoevaluateamediaplan

Howtousethemediadata?

怎樣運(yùn)用媒介研究資料Howtousethemediadata?

Competitiveanalysis競爭對手資料Givestrategicinsightsmediafactsandfindingsbutnotmeanbeingfollowersinducethecompetitiveintelligencemediaimpactvsmediaspending供應(yīng)策略性的觀點媒介數(shù)據(jù)但不是說要用后來者對手策略得到指引媒介效應(yīng)為主，投放價值為副Competitiveanalysis競爭對手Standardreachcurve

標(biāo)準(zhǔn)到達(dá)率圖表0%10%20%30%40%50%60%70%80%90%100%01002003004005006007008009001000GRP'sReach1+3+Standardreachcurve

標(biāo)準(zhǔn)到達(dá)率圖表0%Certainprinciplesaboutbuildingreach

建立到達(dá)率的規(guī)則ReachgenerallybuildsveryquicklyatfirstAftertime,itbecomesdifficulttoincreasereachIncreasingreachfurthermeansreachinglightTVviewersIncreasingTARPstendstoincreasefrequencyratherthanreach在一個廣告優(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.CertainprinciplesaboutbuildEffectivefrequency

有效的收看頻次ThedefinitionThenumberofexposuresyourtargetaudienceneedtoproduceanoptimumresponsefromouradvertisingwithinagivenperiodoftimeEffectivefrequency

有效的收看頻次TheEffectivefrequencyRange

有效的收看頻次范圍ThetheoryThereisaminimumadvertisingexposurelevelforaproduct,belowwhichtherehavenotsufficienteffectontheadvertisinggoalThereisalsoamaximumlevelabovewhichtherehaveeithernofurtherenhancementtotheadgoalorevensignificantdiminishingreturnsMorefocusdeliveryisexpectedwithminimumwastageofresourcesEffectivefrequencyRange

有效的收Effectivereach

有效的覆蓋率Thedefinition(%)ofthetargetaudiencewhohavehadtheopportunitytoseethecommercialattheEffectiveFrequencyEffectivereach

有效的覆蓋率ThedefiEffectivefrequencyrangeoptimalapproach

有效的媒體投放部署0%10%20%30%40%50%60%70%80%90%100%01002003004005006007008009001000GRP'sReach1+3+3-6EffectivefrequencyrangeoptiHowtoutilisethemediadata…

怎樣利用媒介研究資料WeeklyAdvertisingAwarenessDataWeeklyMediaDeliveryDataAdvertisingAwarenessSensitivityCorrelationAdvertisingAwarenessDecayFactorsPlanningParameters廣告知名度資料媒介投放資料媒介計劃考慮知名度與投放關(guān)系知名度衰退速度HowtoutilisethemediadataOvaltineweeklyawarenessandGRPs

知名度與廣告投放OvaltineweeklyawarenessandOvaltineawarenesssmoothed

知名度與廣告投放Ovaltineawarenesssmoothed

知名Constantdecayfactorof20%givescorrelation

知名度衰退速度Constantdecayfactorof20%gWhilePanadolhasadecayfactorofonly5%

知名度衰退速度WhilePanadolhasadecayfactHowtodotheoptimumplanwithdata…

怎樣做最有效的媒介計劃書BudgetSalesSeasonalityAdvertisingAwarenessDecayFactorsEffectiveFrequencyParametersGRPsR&FOptimumPlanTodeterminemaximumeffectivenessinspendingstrategyandpattern預(yù)算 季節(jié)‘知名度衰退速度有效頻次收視率/覆蓋/頻次最有效的計劃書HowtodotheoptimumplanwitQuestions問題Questions問題Questions問題ATVcampaigndelivers500GRPsandreaches74%ofallpeople.Whatistheaveragefrequencyofexposure(OTS)totheadvertisingamongstpeoplewhowereexposedtoit?在一個電視廣告攻勢里,如果可以得到500收視點,74%的覆蓋率,請問目標(biāo)受眾收看的平均頻次有多少?Questions問題ATVcampaigndelQuestionsandAnswers答案ATVcampaigndelivers500GRPsandreaches74%ofallpeople.Whatistheaveragefrequencyofexposure(OTS)totheadvertisingamongstpeoplewhowereexposedtoit?6.76

QuestionsandAnswers答案ATVQuestions問題ATVcampaignisboughtagainstatargetaudienceofpeople15to35andaneffectivefrequencycriteriaof3to6.Themaximumpossiblereachforthetargetaudienceseeingtheadvertisingbetween3and6timesisachievedat350GRPs.Whathappenstothisreachifyoubuyafurther200GRPs?在一個電視廣告攻勢里,設(shè)定有效的收看頻次范圍3-6,假如這個范圍在350收視點時出現(xiàn),再投放多200個視點的效果會是什么?Questions問題ATVcampaignisQuestionsandAnswers答案ATVcampaignisboughtagainstatargetaudienceofpeople15to35andaneffectivefrequencycriteriaof3to6.Themaximumpossiblereachforthetargetaudienceseeingtheadvertisingbetween3and6timesisachievedat350GRPs.Whathappenstothisreachifyoubuyafurther200GRPs?The3-6reachwillgodownbecausetherewillbemorepeopleexposedtomorethan6impactsforeveryincrementalGRPthanpeoplegoingfrom2to3exposures

覆蓋率的圖線會下降QuestionsandAnswers答案ATVQuestions問題Yourclientmanufactureseyeglasses.HeasksyoutoprepareaTVmediaplanandadvisesyouthatthetargetaudienceis“peoplewithbadeyesight”.What’swrongwiththat?假如你有一個做眼鏡的客戶,他要求提供一份媒介計劃書,而目標(biāo)受眾是設(shè)定“有視覺問題的觀眾”. 請問以上邏輯有何不對?Questions問題YourclientmanufQuestionsandAnswers答案Yourclientmanufactureseyeglasses.HeasksyoutoprepareaTVmediaplanandadvisesyouthatthetargetaudienceis“peoplewithbadeyesight”.What’swrongwiththat?Badeyesightisnotavalidtargetaudiencedefinitionbecauseitisageneticphysicalcharacteristicdistributedrandomlythroughthepopulationwhichdoesnoteffectmediaconsumptionorlifestyle.TheargumentthattheycannotseetheTVisnogoodsincemostpeoplewithproblemvisionwearglassesalreadybutmaywellbeinthemarketforanewersmarterpair

“有視覺問題的觀眾”不是媒介設(shè)定目標(biāo)受眾的范疇QuestionsandAnswers答案YourQuestions問題YouareaskedtoprepareananalysislookingattheeffectsofmediainvestmentonyourFMCGclient’sbusinessoverthelastfiveyears.Youhavevarioussetsofdatatoanalyse.Whichofthefollowingcorrelationsislikelytobethestrongestandwhy?

MediaSpend vs Sales ShareofVoice vs MarketShare UnaidedAd.Awareness vs GRPs GRPs vs Volumesales PromptedBrandAwarenessvs MarketShare假如要分析以下相關(guān)的媒介研究資料，誰是最有密切關(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 毛收視點 與 銷量 知名度 與 市場占有率Questions問題YouareaskedtoQuestionsandAnswers答案YouareaskedtoprepareananalysislookingattheeffectsofmediainvestmentonyourFMCGclient’sbusinessoverthelastfiveyears.Youhavevarioussetsofdatatoanalyse.Whichofthefollowingcorrelationsislikelytobethestrongestandwhy?

MediaSpend vs Sales ShareofVoice vs MarketShare

*UnaidedAd.Awareness vs GRPs* GRPs vs Volumesales PromptedBrandAwareness vs MarketShare

Thereisadirectcausaleffectbetweentheamountofadvertisingpeopleseeandtheextenttowhichitisremembered.Alltheotherrelationshipsareonotherfactorsinthemarketingmixandthuslesslikelytoyieldastrongcorrelationandmaynotbecausallyrelated.

知名度與收視點QuestionsandAnswers答案YouaQuestions問題Yourclient’sproducthasa10%shareofmarketinJanuary1999.Hisobjectiveistoincreasethatshareto25%byJanuary2000.Assumingtheproductcategoryvolumeremainsthesame,whatconstantmonthlyshareincreasewillbeneededtoachievethisobjective?

你的客戶有10％市場占有率，他們希望一年后可以提升到25％，假設(shè)競爭環(huán)境不變，而客戶產(chǎn)品每月保持一樣的增長速度，請問這個增長速度是什么？Questions問題Yourclient’sproQuestionsandAnswers答案Yourclient’sproducthasa10%shareofmarketinJanuary1999.Hisobjectiveistoincreasethatshareto25%byJanuary2000.Assumingtheproductcategoryvolumeremainsthesame,whatconstantmonthlyshareincreasewillbeneededtoachievethisobjective?It’scompoundinterest.Theansweris7.9348%.Anythingclosegetsthemarks

這是個復(fù)合累積利率的計算，答案是7.9348％。QuestionsandAnswers答案YourQuestionsandAnswers答案QuestionsandAnswers答案ThankYouThankYou增強(qiáng)品質(zhì)意識，強(qiáng)化安全觀念。11月-2211月-22Monday,November7,2022是建立潔凈亮麗，整齊舒適，安全高效的法寶。01:32:1601:32:1601:3211/7/20221:32:16AM清潔-擁有清爽明亮的工作環(huán)境。11月-2201:32:1601:32Nov-2207-Nov-22太太平平萬家康樂，安安順順事業(yè)騰飛。01:32:1601:32:1601:32Monday,November7,2022質(zhì)量是交通建設(shè)的靈魂和生命。11月-2211月-2201:32:1601:32:16November7,2022麻痹是最大的隱患失職是最大的禍根。2022年11月7日1:32上午11月-2211月-22一心一意保安全，同心同德謀發(fā)展。07十一月20221:32:16上午01:32:1611月-22隱患不除，危機(jī)四伏。十一月221:32上午11月-2201:32November7,2022市場調(diào)查勤分析，掌握顧客之所需。2022/11/71:32:1601:32:1607November2022以廠為校，以廠為家，互相學(xué)習(xí)，互相關(guān)懷。1:32:16上午1:32上午01:32:1611月-22學(xué)一分消防知識，多十分平安保障。11月-2211月-2201:3201:32:1601:32:16Nov-22相信自己，相信伙伴。2022/11/71:32:16Monday,November7,2022麻痹是最大的隱患，失職是最大的禍根。11月-222022/11/71:32:1611月-22謝謝大家！增強(qiáng)品質(zhì)意識，強(qiáng)化安全觀念。11月-2211月-22WednOverallMediaProcess

媒介簡報OverallMediaProcess

媒介簡Tableofcontents

提案內(nèi)容RecapofbasicmediaterminologyMediaroleintheprocessofcommunicationplanbeginwithmediabriefHowtodetermineobjectiveandstrategyMediaselectionandmixHowtoutilisethemediadata

總結(jié)一些主要媒介用詞媒介的角色由媒介的提示開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Tableofcontents

提案內(nèi)容RecaRecapofbasicmediaterminology

媒介用詞TargetAudienceRatingPoint(TARPsorTVR)example 400,000targetaudiencewatchedtheTVC 1,687,000totaltargetpopulation =23.7TVRorTARPs目標(biāo)受眾收視點RecapofbasicmediaterminoloRecapofbasicmediaterminology

媒介用詞GrossRatingPoints(GRPs)isthesummationofTARPsofaspecifiedcampaignthenumberoftargetaudienceimpactsgeneratedbyadefinedburstofadvertisingexpressedasapercentageofthetargetaudienceuniverse毛收視點

是目標(biāo)受眾收視點的總和RecapofbasicmediaterminoloSpot1Spot2Duplicationofspot1&2Recapofbasicmediaterminology

媒介用詞Reachexample到達(dá)率REACHSpot1Spot2DuplicationofspoRecapofbasicmediaterminology

媒介用詞AverageFrequencyexampleAone-weekschedulewith144GRPs&61%reach,theaveragefrequencyis:

144GRPs ------------ =2.4Ave.frequency 61%Reach平均收看頻次RecapofbasicmediaterminoloRecapofbasicmediaterminology

媒介用詞CPRP(CostPerRatingPoint)Thecostrequiredtoreachonepercentofthetargetaudience每收視點的價值RecapofbasicmediaterminoloRecapofbasicmediaterminology

媒介用詞CPM(Costperthousand)

Thecostrequiredtoreacheachthousandoftargetaudience每千人的價值RecapofbasicmediaterminoloPromotion促銷Price價格FourP’sinmarketingprocess

市場策略的4個PProduct產(chǎn)品Place地點Promotion促銷Price價格FourP’sTheroleofadvertisinginthemarketingprocess

廣告擔(dān)當(dāng)?shù)慕巧玀arketingMix:FourP’s

i. TheProduct ii. ThePriceofthatproduct iii. ThePlacewheretheproductwouldbesold iv. ThePromotionactivitiesthatwillfacilitateor induceaconsumertobuytheproduct

i. 產(chǎn)品

ii. 價格

iii. 銷售渠道

iv. 廣告及推廣TheroleofadvertisingintheTheroleofmediaintheadvertisingprocess

媒介擔(dān)當(dāng)?shù)慕巧玀ediaisequallyimportantthecreativeifnotmorethanThegreatestcreativecopyneedsarightmedia

vehicletodelivertotherightpeople,attherighttime,attherightlevel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)時間。TheroleofmediaintheadverMediaplanningis…

媒體策劃要考慮...

HowmanyprospectsdoIneedtoreach?(Reach)InwhichmediumshouldIplacemyads?(Mediachoice)Howmanytimesshouldprospectsseeeachad?(Frequency)Inwhichmonthsshouldadsappear?(Seasonality)Inwhichmarketsshouldadsappear?(Geographically)Howmuchmoneyshouldbespentineachmedium?(Mediaweight)

到達(dá)率媒體選擇廣告收看頻次季節(jié)性廣告預(yù)算...Mediaplanningis…

媒體策劃要Mediaplanningprocess

媒介策劃流程MediaBriefFormulationofMediaObjectives&StrategyDrawingofthePreliminaryMediaPlanDetailedMediaPlanandbuying

媒介提示確定媒介目標(biāo)及策略媒介計劃表執(zhí)行購買工作Mediaplanningprocess

媒介策M(jìn)ediaBriefing

媒介提示AgoodmediaplanstartswithagoodmediabriefAgoodmediabriefhelpstosetdirectionprioritisefocusstimulatemediacreativityAgoodmediabriefshouldbecomprehensive&clearsupportedwithfiguresifpossiblelogical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)意同時具備詳細(xì)及清晰資料有數(shù)據(jù)支持合邏輯的MediaBriefing

媒介提示AgoodEssentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容TheSixWs

1. HoWMarketingObjectivesAdvertisingObjectives六個W市場目標(biāo)廣告目標(biāo)EssentialinformationofamedEssentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容

2. WhereConsumptionlocationsSalesbyregions/markets主要銷售場所區(qū)域銷售分布EssentialinformationofamedEssentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容 3. WhatProductinformationBrandawarenessBrandshare/MarketpenetrationMediaBudget/ProductionbudgetWhatarethecreativematerials

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EssentialinformationofamedEssentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容 4. WhoTargetconsumerSourceofbusinessKeycompetitors目標(biāo)受眾銷售來源主要競爭對手EssentialinformationofamedEssentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容 5. WhenSeasonalityProductlifecyclePurchasetime/usagetimeCampaignperiod/fiscalyear季節(jié)產(chǎn)品壽命購買周期廣告推廣周期EssentialinformationofamedEssentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容 6. Whymaintainacriticalmindgivethoughts合理性的側(cè)面創(chuàng)意EssentialinformationofamedMediaObjective

媒介目標(biāo)Whatdowewanttoachieve?FactorsforconsiderationMarketingobjectivesAdvertisingobjectivesBudgetlimitationsCreativeimplicationsCompetitivestrategy主要考慮:市場目標(biāo)廣告目標(biāo)廣告預(yù)算創(chuàng)意啟示競爭對手表現(xiàn)MediaObjective

媒介目標(biāo)WhatdMediaStrategy

媒介策略Howdoweachievethesetobjective(s)?MediaSelectionMediaMixBuyingStrategy怎樣達(dá)到媒介目標(biāo)媒介選擇媒介組合購買策略 MediaStrategy

媒介策略HowdoMediaselectionisbasedon

媒介選擇ComparisonbyNumbersBeyondtheNumbers數(shù)據(jù)比較質(zhì)量比較Mediaselectionisbasedon

媒Comparisonbynumbers

數(shù)據(jù)比較Coveragecapabilitythehighertargetpenetration,theleastthewastageCostEfficiencyThemediumprovidingthehighestcoveragemaynotbenecessarilytheonewiththebestcostefficiency.Thecostefficiencycomparisonisanimportantcriteriatosuggestasecondorthirdmediumtobeincludedaspartofthemediamixtoimprovetheoverallefficiencyoftheschedule覆蓋能力媒介有效值Comparisonbynumbers

數(shù)據(jù)比較Television

Reasonsforusing -dynamicproductdemonstration

- masscoverage

- costefficiency

Limitations - hightotalcost

- shortlifemessages

- clutteredadvertisingenvironment

電視 -強(qiáng)項 -生動，有感染力 -大眾化 -有效 -弱點 -廣告費用大

-短暫的 -復(fù)雜的Beyondthenumbers

質(zhì)量比較Television BeyondthenumbersNewspaper

Reasonsforusing - senseofimmediacy

- flexibility

- massreachortargetedreach

Limitations - hightotalcost

- clutteredadvertisingenvironment

-lessproductionquality 報刊

-強(qiáng)項 -有新聞重要性 -靈活 -大眾化,也可有選擇性 -弱點 -費用大 -復(fù)雜的 -質(zhì)量略差Beyondthenumbers質(zhì)量比較NewspaperBeyondthenumbersBeyondthenumbers質(zhì)量比較Magazines

Reasonsforusing - finecolourreproduction

- longerlifespan

- higherpass-alongreadership - targetedreach Limitations - lackofimmediacy - slowbuildingofreach雜志 -強(qiáng)項 -印刷精美 -長的廣告生命力 -目標(biāo)受眾集中 -弱點 -效力緩慢Beyondthenumbers質(zhì)量比較MagaziBeyondthenumbers質(zhì)量比較

Radio

Reasonsforusing - lowcost - targetedreach - flexibility Limitations - audioonly - lackofmasscoverage - clutteredadvertisingenvironment

電臺 強(qiáng)項 - 費用便宜

- 目標(biāo)受眾集中

- 靈活性 弱點 - 沒有視覺效應(yīng)

- 覆蓋面淺Beyondthenumbers質(zhì)量比較 RadioOutdoor(MTR/billboards/neonsignetc)

Reasonsforusing - widecoverage - attentive - flexibility - around-the-clockexposure Limitations - highcostforimpact - limitedtosimplemessages - spaceavailability

戶外

強(qiáng)項 - 覆蓋面廣

- 受注意的

- 靈活性

-

弱點 - 費用不便宜

- 不可用復(fù)雜的廣告內(nèi)容

- 不容易找到黃金位置Beyondthenumbers質(zhì)量比較Outdoor(MTR/billboards/neMediamix媒介組合Thebenefitofusingamediamixextendthereachreinforcethemessagepresentdifferentproductfeaturesbasedonthedifferentcharacteristicsofeachmedium 擴(kuò)大覆蓋率加強(qiáng)不同的感染力不同的創(chuàng)意模式Mediamix媒介組合ThebenefitHowtoevaluateamediaplan

怎樣評估媒介計劃書Doesyourplanmeetyourmediaobjectives?以媒介提示作為參考標(biāo)準(zhǔn)Howtoevaluateamediaplan

Howtousethemediadata?

怎樣運(yùn)用媒介研究資料Howtousethemediadata?

Competitiveanalysis競爭對手資料Givestrategicinsightsmediafactsandfindingsbutnotmeanbeingfollowersinducethecompetitiveintelligencemediaimpactvsmediaspending供應(yīng)策略性的觀點媒介數(shù)據(jù)但不是說要用后來者對手策略得到指引媒介效應(yīng)為主，投放價值為副Competitiveanalysis競爭對手Standardreachcurve

標(biāo)準(zhǔn)到達(dá)率圖表0%10%20%30%40%50%60%70%80%90%100%01002003004005006007008009001000GRP'sReach1+3+Standardreachcurve

標(biāo)準(zhǔn)到達(dá)率圖表0%Certainprinciplesaboutbuildingreach

建立到達(dá)率的規(guī)則ReachgenerallybuildsveryquicklyatfirstAftertime,itbecomesdifficulttoincreasereachIncreasingreachfurthermeansreachinglightTVviewersIncreasingTARPstendstoincreasefrequencyratherthanreach在一個廣告優(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.CertainprinciplesaboutbuildEffectivefrequency

有效的收看頻次ThedefinitionThenumberofexposuresyourtargetaudienceneedtoproduceanoptimumresponsefromouradvertisingwithinagivenperiodoftimeEffectivefrequency

有效的收看頻次TheEffectivefrequencyRange

有效的收看頻次范圍ThetheoryThereisaminimumadvertisingexposurelevelforaproduct,belowwhichtherehavenotsufficienteffectontheadvertisinggoalThereisalsoamaximumlevelabovewhichtherehaveeithernofurtherenhancementtotheadgoalorevensignificantdiminishingreturnsMorefocusdeliveryisexpectedwithminimumwastageofresourcesEffectivefrequencyRange

有效的收Effectivereach

有效的覆蓋率Thedefinition(%)ofthetargetaudiencewhohavehadtheopportunitytoseethecommercialattheEffectiveFrequencyEffectivereach

有效的覆蓋率ThedefiEffectivefrequencyrangeoptimalapproach

有效的媒體投放部署0%10%20%30%40%50%60%70%80%90%100%01002003004005006007008009001000GRP'sReach1+3+3-6EffectivefrequencyrangeoptiHowtoutilisethemediadata…

怎樣利用媒介研究資料WeeklyAdvertisingAwarenessDataWeeklyMediaDeliveryDataAdvertisingAwarenessSensitivityCorrelationAdvertisingAwarenessDecayFactorsPlanningParameters廣告知名度資料媒介投放資料媒介計劃考慮知名度與投放關(guān)系知名度衰退速度HowtoutilisethemediadataOvaltineweeklyawarenessandGRPs

知名度與廣告投放OvaltineweeklyawarenessandOvaltineawarenesssmoothed

知名度與廣告投放Ovaltineawarenesssmoothed

知名Constantdecayfactorof20%givescorrelation

知名度衰退速度Constantdecayfactorof20%gWhilePanadolhasadecayfactorofonly5%

知名度衰退速度WhilePanadolhasadecayfactHowtodotheoptimumplanwith