媒介基礎(chǔ)知識(shí)培訓(xùn)

MediaSeminar

TheBasic媒介基礎(chǔ)知識(shí)培訓(xùn)Content內(nèi)容RoleofMediaDepartment

媒介部角色MediaBasicTerminology

媒介基本術(shù)語(yǔ)Exercises 練習(xí)MediaDepartment(媒介部)媒介策劃媒介購(gòu)買(mǎi)媒介調(diào)查RoleofMediaDepartment

媒介部的角色$MediaCostManagement媒介費(fèi)用管理BuildupGoodRelationship建立良好關(guān)系Coordination協(xié)作PlayMagic玩魔術(shù)Impossible=Possible不可能=可能MediaResearcher媒介調(diào)研者DataAnalysis數(shù)據(jù)分析FeelMarkets感知市場(chǎng)場(chǎng)Creative創(chuàng)意Management管理MediaBasicTerminology媒媒介基本本術(shù)語(yǔ)MediaBasicTerminology媒介基本本術(shù)語(yǔ)Medium媒體一系列傳傳播工具具如報(bào)紙、、雜志、、廣播、、電視Vehicle載具媒體中的的某一種種傳播工工具《廣州日?qǐng)?bào)報(bào)》是報(bào)報(bào)紙媒體體中的一一種MediaBasicTerminology媒介基本本術(shù)語(yǔ)Audience受眾暴露于某某媒體的的人口收看或收收聽(tīng)一則則廣告活活動(dòng)的某某一群體體出版物的的讀者，，電視觀觀眾，廣廣播的聽(tīng)聽(tīng)眾某一潛在在的讀者者、觀眾眾的特定定群體MediaBasicTerminology媒介基本本術(shù)語(yǔ)受眾描述述/受眾眾結(jié)構(gòu)某一節(jié)目目受眾人人口統(tǒng)計(jì)計(jì)構(gòu)成，，人口數(shù)數(shù)據(jù)包括括年齡、、性別、、婚姻狀狀況、職職業(yè)、居居住地、、孩子個(gè)個(gè)數(shù)等MediaBasicTerminology媒介基本本術(shù)語(yǔ)目標(biāo)受眾眾GenerallyusedinterchangeablywithTargetGroup通?？梢砸耘c“目目標(biāo)群體體”一詞詞互換使使用Aclearactionabledefinitionformediaplanning在媒介計(jì)計(jì)劃中使使用的清清晰而可可行的界界定Demographic人口統(tǒng)計(jì)計(jì)分類(lèi)(e.g.women15-34)Psychographic心理狀態(tài)態(tài)分類(lèi)(e.g.modern/trendy)ProductUsage產(chǎn)品使用用(e.g.smoker/boughtair-conditionerinthepast12-month)Specialfocusshouldbeshown必須突出出重點(diǎn)Exampleofabiscuit:某餅干的的目標(biāo)受受眾PrimaryTarget主要目標(biāo)標(biāo) =Children6-14SecondaryTarget次要目標(biāo)標(biāo)=Mothers25-45MediaBasicTerminology媒介基本本術(shù)語(yǔ)OpportunitytoSee(OTS)視聽(tīng)機(jī)會(huì)會(huì)Opportunitiestoseetheadvertisementsinacampaign在一次廣廣告活動(dòng)動(dòng)中視聽(tīng)聽(tīng)廣告的的機(jī)會(huì)電視TV:表明某人人收看某某一電視視頻道中中的特定定節(jié)目（（日志當(dāng)當(dāng)節(jié)目播播出時(shí)正正在房間間中（監(jiān)監(jiān)測(cè)）Press出版:在出版周周期之中中（如：：對(duì)周刊刊來(lái)說(shuō)就就是上一一周）讀讀或看某某期刊物物（至少少2分鐘鐘）MediaBasicTerminology媒介基本本術(shù)語(yǔ)Rating(Point)收視率ThepercentageofpeopleorhomesofthepopulationexposedtoacurtainTVprogramorRadioprograminagivenperiodoftime某一媒體體在特定定時(shí)間之之內(nèi)覆蓋蓋的個(gè)人人或家庭庭在總數(shù)數(shù)所占的的百分比比BasedonthedifferentunitofmeasurementitisclassifiedintoHouseholdRatingandPersonalRating基于不同同的測(cè)量量單位，，可以分分家庭收收視率和和個(gè)人收收視率MediaBasicTerminology媒介基本本術(shù)語(yǔ)HouseholdRating家庭收視視率ProgramAProgramBProgramCHome1Home2Home3Home4Home5NonTVProgramARating=(H1+H2)/5=40%ProgramBRating=(H3)/5=20%ProgramCRating=(H4)/5=20%MediaBasicTerminology媒介基本本術(shù)語(yǔ)PersonalRating個(gè)人收視視率ProgramAProgramBProgramCHome1Home2Home3Home4Home5NonTVTotalTotalRating10％30％20％10MediaBasicTerminology媒介基本本術(shù)語(yǔ)TargetAudienceRatingPoint(TRP)目標(biāo)受眾眾收視率率Thepercentageofatargetaudiencewhohaveanopportunitytoseeacommercial.AlsoreferredasGrossRatingPoints(GRP)是有機(jī)會(huì)會(huì)讀某則則廣告的的目標(biāo)受受眾的百百分比，，亦可稱(chēng)稱(chēng)作毛收收視點(diǎn)1個(gè)目標(biāo)標(biāo)受眾收收視點(diǎn)=目標(biāo)受受眾的1%10個(gè)成成人目標(biāo)標(biāo)收視點(diǎn)點(diǎn)=所有有成人的的10%10個(gè)女女性目標(biāo)標(biāo)收視點(diǎn)點(diǎn)=所有有女性的的10%MediaBasicTerminology媒介基本本術(shù)語(yǔ)ShareofAudience節(jié)目受眾眾占有率率ThepercentageofthehomesorindividualsviewingorlisteningtoTVorradioduringagiventimeperiod各頻道在在特定的的時(shí)段中中所占有有的觀眾眾/聽(tīng)眾眾占擁有有電視機(jī)機(jī)的總?cè)巳丝诘谋缺嚷蔒ediaBasicTerminology媒介基本本術(shù)語(yǔ)ExampleofTARPandAudienceShare目標(biāo)受眾眾收視點(diǎn)點(diǎn)和受眾眾占有率率舉例Source:SRGHowmanyTARPsdidSTVachieve(below15)=250/1,162*100%=22HowmanyAudienceSharedidSTVachieve(below15)=250/569*100%=44MediaBasicTerminology媒介基基本術(shù)術(shù)語(yǔ)Example:CalculatetheTotalTRPsofA,B&Carea計(jì)算以以下地地區(qū)的的毛收收視點(diǎn)點(diǎn)TargetAudience:500,000TotalTRPsofA:350TargetAudience:450,000TotalTRPsofB:450TargetAudience:750,000TotalTRPsofC:250MediaBasicTerminology媒介基基本術(shù)術(shù)語(yǔ)TargetAudience:500,000TotalTRPsofA:350TargetAudience:450,000TotalTRPsofB:450TargetAudience:750,000TotalTRPsofC:250Howmucharethesethreeareas’’totalTRPs?這三個(gè)個(gè)地區(qū)區(qū)的目目標(biāo)對(duì)對(duì)象總總收視視點(diǎn)是是多少少？MediaBasicTerminology媒介基基本術(shù)術(shù)語(yǔ)TargetAudience:500,000TotalTRPsofA:350TargetAudience:450,000TotalTRPsofB:450TargetAudience:750,000TotalTRPsofC:250Howmucharethesethreeareas’’totalTRPs?這三個(gè)個(gè)地區(qū)區(qū)的目目標(biāo)對(duì)對(duì)象總總收視視點(diǎn)是是多少少？Theyarenot350+450+250=1050不是350+450+250=1050MediaBasicTerminology媒介基基本術(shù)術(shù)語(yǔ)TargetAudience:500,000TotalTRPsofA:350TargetAudience:450,000TotalTRPsofB:450TargetAudience:750,000TotalTRPsofC:250Howmucharethesethreeareas’’totalTRPs?這三個(gè)個(gè)地區(qū)區(qū)的目目標(biāo)對(duì)對(duì)象總總收視視點(diǎn)是是多少少？Theansweris答案是是(500,000*350%+450,000*450%+750,000*250%)/(500,000+450,000+750,000)*100=332TRPsDon’tsumupthetotalTARP’sofdifferentmedia!不要把把不同同媒介介的TARP’’s相加Don’tsumupthetotalTARP’sofdifferentmedia!不要把把不同同媒介介的TARP’’s相加DifferentMediumhasdifferentfunctionandnature不同的的媒體體有不不同的的作用用和特特質(zhì)MediaBasicTerminology媒介基基本術(shù)術(shù)語(yǔ)Reach(NetReach)凈到達(dá)達(dá)率Itisameasureofhowmanydifferenthouseholdsoraudiencememberswereexposedatleastonetimetooneormoremediavehiclesoveraperiodoftime(usuallyfourweeks)在對(duì)象象消費(fèi)費(fèi)者中中，在在一定定的期期間內(nèi)內(nèi)（通通常指指的是是4周周），，暴露露于任任何廣廣告至至少一一次的的非重重復(fù)性性人口口比率率Reachdiffersfromgrossratingpointsinthatthelatterisaduplicatedfigure,whereasreachisnot凈到達(dá)達(dá)率與與毛收收視點(diǎn)點(diǎn)不同同的是是后者者是重重復(fù)的的，而而凈到到達(dá)率率不是是Reachisnotover100%它只能能是等等于或或少于于100%，，不會(huì)大大于100%（（理論論上，由于少少部分分消費(fèi)費(fèi)者從從不接接觸媒媒體，，因此此凈到到達(dá)率率最高高只能能到達(dá)達(dá)接近近100%）MediaBasicTerminology媒介基基本術(shù)術(shù)語(yǔ)WhatisthedifferentbetweenReachandRating?到達(dá)率率與收收視率率的區(qū)區(qū)別是是什么么？AnExampleofaweekReachMeasurementforProgramXForaweeklyeveningprogram:x=Viewedtheprogram;@=CountedinreachmeasurementMediaBasicTerminology媒介基基本術(shù)術(shù)語(yǔ)HowtocalculatethecombinedreachoffourtelevisionprogramsX=Viewedprogramatleastonce;@=CountedinreachmeasurementMediaBasicTerminology媒介基基本術(shù)術(shù)語(yǔ)FrequencyDistribution接觸頻頻率分分布Thepercentageofreachedpersonsineachfrequencylevel在每個(gè)個(gè)接觸觸頻次次的對(duì)對(duì)象消消費(fèi)者者比率率（即即接觸觸1次次的消消費(fèi)者者的比比率，，及接接觸2次，，3次次，4次等等的消消費(fèi)者者比率率）EffectiveFrequency有效接接觸頻頻次Theamountoffrequency(orrepetition)necessaryforadvertisementstobeeffectiveincommunicating指對(duì)消消費(fèi)者者達(dá)到到廣告告訴求求目的的所需需要的的廣告告露出出頻率率MediaBasicTerminology媒介基基本術(shù)術(shù)語(yǔ)CostEfficiency成本效效益Costper(Rating)Point(CPRP,CPP)視聽(tīng)率率每點(diǎn)點(diǎn)成本本在廣播播電視視媒體體中，，每百百分點(diǎn)點(diǎn)收視視（聽(tīng)聽(tīng)）所所需支支付金金額Formula計(jì)算公公式:CostperRatingPoint=Costofacommercial/Rating每收視視（（聽(tīng)））點(diǎn)成成本=購(gòu)買(mǎi)買(mǎi)毛收收視點(diǎn)點(diǎn)費(fèi)用用/毛毛收視視點(diǎn)CostperThousand千人成成本媒體載載具每每接觸觸1000人所所需支支付金金額Formula計(jì)算公公式：：千人成成本=購(gòu)買(mǎi)買(mǎi)所有有受眾眾費(fèi)用用/所所到達(dá)達(dá)的對(duì)對(duì)象人人口數(shù)數(shù)*1000MediaBasicTerminology媒介基基本術(shù)術(shù)語(yǔ)Frequency接觸頻次Theaveragenumberoftimesthataudiencememberswereexposedtoabroadcastprogramwithinafour-weekperiod,orwereexposedtoissuesofdifferentprintmedia.在一定定的期期間內(nèi)內(nèi)（通通常指指的是是4周周），，接觸觸廣告告的對(duì)對(duì)象消消費(fèi)者者的接接觸次次數(shù)Formula公式Frequency=GRPs/Reach接觸頻頻次=毛收收視點(diǎn)點(diǎn)/到到達(dá)率率在分析析上，，接觸觸頻次次通常常被分分為平平均接接觸頻頻次（（AverageFrequency),接觸頻頻次分分布（（FrequencyDistribution)及有效效接觸觸頻次次（EffectiveFrequency)MediaBasicTerminology媒介基基本術(shù)術(shù)語(yǔ)CostEfficiencyComparison成本效效益對(duì)對(duì)比UsingthesamekindofRatiotocompare使用同同一種種比率率去對(duì)對(duì)比MediaBasicTerminology媒介基基本術(shù)術(shù)語(yǔ)AreweonlylookingforjustCostEfficiency(CPRPorCPM)allthetime?我們只只是尋尋求成成本效效益嗎嗎？MediaBasicTerminology媒介基基本術(shù)術(shù)語(yǔ)EffectiveReach有效到到達(dá)率率一次是是不夠夠的-消費(fèi)費(fèi)者從從接觸觸廣告告到產(chǎn)產(chǎn)生購(gòu)購(gòu)買(mǎi)行行動(dòng)有有賴(lài)于于廣告告頻次次的累累積，，即必必須累累積一一定的的頻次次才能能促使使效果果的產(chǎn)產(chǎn)生廣告的的有效效頻率率，在在過(guò)去去傳統(tǒng)統(tǒng)的認(rèn)認(rèn)定是是以3次為為有效效頻次次的低低限，，事實(shí)實(shí)上，，不同同的品品類(lèi)、、市場(chǎng)場(chǎng)、竟竟?fàn)?、、媒體體環(huán)境境及創(chuàng)創(chuàng)意等等，在在媒體體有效效頻次次上皆皆有其其不同同的界界定MediaBasicTerminology媒介基基本術(shù)術(shù)語(yǔ)有效接接觸頻頻次估估算表表低主主要要因素素高高A.品牌1.非常成成熟/銷(xiāo)售售重點(diǎn)點(diǎn)新新產(chǎn)品品/銷(xiāo)銷(xiāo)售重重點(diǎn)2.較成熟熟的活活動(dòng)新新活動(dòng)動(dòng)3.簡(jiǎn)單的的信息息復(fù)復(fù)雜雜的信信息4.創(chuàng)意沖沖擊力力大創(chuàng)創(chuàng)意沖沖擊力力小5.近期支支持近近期支支持水水平低低6.高利潤(rùn)潤(rùn)低低利潤(rùn)潤(rùn)MediaBasicTerminology媒介基基本術(shù)術(shù)語(yǔ)有效接接觸頻頻次估估算表表低主主要要因素素高高B消費(fèi)者7.易于接受影影響的目標(biāo)標(biāo)受眾不不易于于接受影響響的目標(biāo)受受眾8.頑固態(tài)度改改變態(tài)度度9.頑固行為改改變行為為10.竟?fàn)幮缘透?jìng)競(jìng)爭(zhēng)性高高11.媒介嘈雜低低媒媒介嘈嘈雜高M(jìn)ediaBasicTerminology媒介基本術(shù)術(shù)語(yǔ)MediaPeopleTalkinMediaJargon媒介工作人人員用行話話交談“55%Reachofthetargetwithanaverage要達(dá)到目標(biāo)標(biāo)受眾55%的到達(dá)達(dá)率OTSof2.4andaneffectivereach(3+)2.4的平均視聽(tīng)聽(tīng)機(jī)會(huì)of21%requiring133GRPs.”21%的有效到達(dá)達(dá)率（3次次以上）需要133個(gè)目標(biāo)受受眾收視點(diǎn)點(diǎn)Whatdoesitmean?此為何意？？MediaBasicTerminology媒介基本術(shù)術(shù)語(yǔ)55%2.4OTS,21%3+Reach55%視聽(tīng)機(jī)會(huì)2.4,21%3次以上上到達(dá)率55%ofthetargetaudiencewillhaveatleastoneopportunitytoseetheadvertising.的目標(biāo)受眾眾有至少一一次的視聽(tīng)聽(tīng)廣告的機(jī)機(jī)會(huì)45%ofthetargetaudiencewillhavenoopportunitytoseetheadvertisingatall.的目標(biāo)受眾眾完全沒(méi)有有機(jī)會(huì)視聽(tīng)聽(tīng)廣告2.4istheaveragenumberofOTSamongstthosewhodoseeadvertising.(Somewillonlyhave1OTSandsomewillhave5OTS).是收視（聽(tīng)聽(tīng)）到廣告告主的視聽(tīng)聽(tīng)機(jī)會(huì)平均均數(shù)（一些些人僅有一一次視聽(tīng)聽(tīng)機(jī)會(huì)而另另一些則可可能有5次次）21%ofthetargetaudiencewillhaveatleast3OTS的目標(biāo)受眾眾至少有3次視聽(tīng)機(jī)機(jī)會(huì)MediaBasicTerminology媒介基本術(shù)術(shù)語(yǔ)DayPart廣播電視時(shí)時(shí)段AsystemforthedivisionoftimeperiodswithinTVandRadiotodescribetheviewing/listeningpropensity廣播電視中中使用的或或分時(shí)間的的體系，用用以描述收收看/收聽(tīng)聽(tīng)習(xí)慣的傾傾向Radio廣播Television電視Breakfast= 6-8amWomenhour =1:00-2:45pmDaytime= 10-3pmChildrenHour =5:00-6:30pmDrivetime =5-7pm Prime=6:30-9:30pmNighttime =7-11pm LatePrime =9:30-11:00pmLateNight= 11:00-12:00pmMediaBasicTerminology媒介基本術(shù)術(shù)語(yǔ)Readership閱讀率/讀者量Number(%)ofatargetaudiencewhoclaimtohave“read”apublication(N.B.readaftermeanslookedinto)目標(biāo)受眾已已見(jiàn)過(guò)出版版物的百分分比Pass-AlongReaders傳閱讀者Readersofmagazinewhoarenotpurchases/subscribers閱讀自己沒(méi)沒(méi)有購(gòu)買(mǎi)的的刊物的讀讀者M(jìn)ediaBasicTerminology媒介基本術(shù)術(shù)語(yǔ)Circulation&Readership發(fā)行量與讀讀者量PrintBun(Circulation)印刷（發(fā)行行量）distributionchannel（（發(fā)行渠道））PrimaryReaders主要讀者Secondary/Pass-alongReaders其次讀者/傳閱者Readership讀者量MediaBasicTerminology媒介基本術(shù)術(shù)語(yǔ)Share-Of-Voice/Share-Of-Spending聲量份額Theshareofactivityofaproductwithinitstotalcategoryintermsofdollarsspent(SOS)ormediaweight(SOV)某產(chǎn)品在其其同類(lèi)產(chǎn)品品中的廣告告活動(dòng)份額額，用投入入的經(jīng)費(fèi)來(lái)來(lái)衡量（SOS-shareofspending)或用出現(xiàn)在在媒介的比比重來(lái)衡量量(SOV-shareofvoice計(jì)算單位通通常為GRP)EG.RMBSOSTARPsSOS‘000%%Brand X400272020Y 500333535Z 600404545------------------1,500 100100100Excercise練習(xí)假設(shè)有A,B,C三個(gè)地區(qū)，，這三個(gè)地地區(qū)的目標(biāo)標(biāo)對(duì)象人口口數(shù)分別為為3,000,000,2,500,000,800,000.這三個(gè)地地區(qū)的廣告告花費(fèi)分別別是RMB67,000,RMB34,900,RMB9,700,請(qǐng)計(jì)算這三三個(gè)地區(qū)的的千人成本本（CPM)?哪一個(gè)地區(qū)區(qū)的成本效效益最好？？如果以上三三個(gè)地區(qū)的的總收視點(diǎn)點(diǎn)分別為561,232,405,請(qǐng)計(jì)計(jì)算這三個(gè)個(gè)地區(qū)所達(dá)達(dá)到的總收收視點(diǎn)？請(qǐng)計(jì)算這三三個(gè)地區(qū)的的收視點(diǎn)成成本(CPRP/CPP)?如果以上三三個(gè)地區(qū)的的凈到達(dá)率率分別為70%，63%，79%，請(qǐng)請(qǐng)計(jì)算每個(gè)個(gè)地區(qū)的平平均接觸頻頻次及三三個(gè)地區(qū)的的平均接觸觸頻次？AnswerA:CPM=67,000/3,000,000x1,000=22.3B:CPM=2,500,000/34,900x1,000=71.6C:CPM=9,700/800,000x1,000=12.1CA,B&CTotalGRP=(3,000,000x561%+2,500,000x232%+800,000x405%)/(3,000,000+2,500,000+800,000)x100=410CPRP=(67,000+34,900+9,700)/410=272A:Avefrequency=561/70=8B:Avefrequency=232/63=4C:Avefrequency=405/79=5A,B&CAvefrequency=410/(3,000,000x0.7+2,500,000x0.63+800,000x0.79)/(3,000,000+2,500,000+800,000)=6Howtocalculatemediacommission?如何計(jì)算媒媒介傭金ClientCost: NetMediaCost+AgencyCommission客戶(hù)支出：： 媒介介凈價(jià)+代代理商傭金金Howtocalculatemediacommission?如何計(jì)算媒媒介傭金MediaCommission媒介傭金AgencyDiscount廣告告公公司司折折扣扣ApercentageofdiscountwhichmediavendorofferstoagencyVolumeDiscount/Rebate年底底總總量量折折扣扣、、回回傭傭Apercentageofdiscountwhichmediavendorofferstoagencyorclient(orboth)inviewofbulkvolumeoftransactionmade.Howtocalculatemediacommission?如何何計(jì)計(jì)算算媒媒介介傭傭金金15%onGross=Charge15%AConRateCardAfterVolume媒介介總總價(jià)價(jià)15％DiscountRateCardCost媒體體刊刊例例價(jià)價(jià):10,000VolumeDiscount總量量折折扣扣:5%(-500)AgencyDiscount廣告告公公司司折折扣扣:10%(950)----------------------------------------------NetCosttoMedia凈價(jià)價(jià):8,550AgencyCommission傭金金:+1,509----------------------------------------------ClientCost客戶(hù)戶(hù)價(jià)價(jià):10,0599、靜夜四四無(wú)鄰，，荒居舊舊業(yè)貧。。。12月-2212月-22Saturday,December31,202210、雨中黃黃葉樹(shù)，，燈下白白頭人。。。05:51:2605:51:2605:5112/31/20225:51:26AM11、以我獨(dú)沈沈久，愧君君相見(jiàn)頻。。。12月-2205:51:2605:51Dec-2231-Dec-2212、故故人人江江海海別別，，幾幾度度隔隔山山川川。。。。05:51:2605:51:2605:51Saturday,December31,202213、乍見(jiàn)見(jiàn)翻疑疑夢(mèng)，，相悲悲各問(wèn)問(wèn)年。。。12月月-2212月月-2205:51:2605:51:26December31,202214、他鄉(xiāng)生生白發(fā)，，舊國(guó)見(jiàn)見(jiàn)青山。。。31十十二月20225:51:26上午午05:51:2612月-2215、比不了得就就不比，得不不到的就不要要。。。十二月225:51上上午12月-2205:51December31,202216、行動(dòng)出成成果，工作作出財(cái)富。。。2022/12/315:51:2605:51:2631December202217、做做前前，，能能夠夠環(huán)環(huán)視視四四周周；；做做時(shí)時(shí)，，你你只只能能或或者者最最好好沿沿著著以以腳腳為為起起點(diǎn)點(diǎn)的的射射線線向向前前。。。。5:51:26上上午午5:51上上午午05:51:2612月月-229、沒(méi)有失敗，，只有暫時(shí)停停止成功！。。12月-2212月-22Saturday,December31,202210、很多事情努努力了未必有有結(jié)果，但是是不努力卻什什么改變也沒(méi)沒(méi)有。。05:51:2605:51:2605:5112/31/20225:51:26AM11、成功就是是日復(fù)一日日那一點(diǎn)點(diǎn)點(diǎn)小小努力力的積累。。。12月-2205:51:2605:51Dec-2231-Dec-2212、世間成成事，不不求其絕絕對(duì)圓滿(mǎn)滿(mǎn)，留一一份不足足，可得得無(wú)限完完美。。。05:51:2605:51:2605:51