實力傳播媒介簡報

OverallMediaProcess

媒介簡報June21,2002Tableofcontents

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Recapofbasicmediaterminology

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

媒介用詞GrossRatingPoints(GRPs)isthesummationofTARPsofaspecifiedcampaignthenumberoftargetaudienceimpactsgeneratedbyadefinedburstofadvertisingexpressedasapercentageofthetargetaudienceuniverse毛收視點

是目標(biāo)受眾收視點的總和Spot1Spot2Duplicationofspot1&2Recapofbasicmediaterminology

媒介用詞Reachexample到達率REACHRecapofbasicmediaterminology

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

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

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

媒介用詞CPM(Costperthousand)

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

市場策略的4個PProduct產(chǎn)品Place地點Theroleofadvertisinginthemarketingprocess

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Theroleofmediaintheadvertisingprocess媒介介擔(dān)擔(dān)當(dāng)當(dāng)?shù)牡慕墙巧玀ediaisequallyimportantthecreativeifnotmorethanThegreatestcreativecopyneedsarightmediavehicletodelivertotherightpeople,attherighttime,attherightlevel跟廣廣告告創(chuàng)創(chuàng)意意同同等等地地位位廣告告創(chuàng)創(chuàng)意意的的傳傳達達，有有賴賴正確確的的渠渠道道，目標(biāo)標(biāo)受受眾眾及及有有效效頻頻次次和和適適當(dāng)當(dāng)時時間間。Mediaplanningis……媒體體策策劃劃要要考考慮慮...HowmanyprospectsdoIneedtoreach?(Reach)InwhichmediumshouldIplacemyads?(Mediachoice)Howmanytimesshouldprospectsseeeachad?(Frequency)Inwhichmonthsshouldadsappear?(Seasonality)Inwhichmarketsshouldadsappear?(Geographically)Howmuchmoneyshouldbespentineachmedium?(Mediaweight)到達率率媒體體選擇擇廣告收收看頻頻次季節(jié)性性廣告告預(yù)預(yù)算算...Mediaplanningprocess媒介介策策劃劃流流程程MediaBriefFormulationofMediaObjectives&StrategyDrawingofthePreliminaryMediaPlanDetailedMediaPlanandbuying媒介介提提示示確定定媒媒介介目目標(biāo)標(biāo)及及策策略略媒介介計計劃劃表表執(zhí)行行購購買買工工作作MediaBriefing媒介介提提示示AgoodmediaplanstartswithagoodmediabriefAgoodmediabriefhelpstosetdirectionprioritisefocusstimulatemediacreativityAgoodmediabriefshouldbecomprehensive&clearsupportedwithfiguresifpossiblelogical好的的媒媒介介提提案案從從媒媒介介提提示示開開始始媒介介提提示示可可以以幫幫助助確定定方方向向編排排重重要要性性提高高創(chuàng)創(chuàng)意意同時時具具備備詳細細及及清清晰晰資資料料有數(shù)數(shù)據(jù)據(jù)支支持持合邏邏輯輯的的Essentialinformationofamediabrief總結(jié)結(jié)有有以以下下主主要要內(nèi)內(nèi)容容TheSixWs1.HoWMarketingObjectivesAdvertisingObjectives六個個W市場場目目標(biāo)標(biāo)廣告告目目標(biāo)標(biāo)Essentialinformationofamediabrief總結(jié)結(jié)有有以以下下主主要要內(nèi)內(nèi)容容2.WhereConsumptionlocationsSalesbyregions/markets主要要銷銷售售場場所所區(qū)域域銷銷售售分分布布Essentialinformationofamediabrief總結(jié)結(jié)有有以以下下主主要要內(nèi)內(nèi)容容3.WhatProductinformationBrandawarenessBrandshare/MarketpenetrationMediaBudget/ProductionbudgetWhatarethecreativematerials產(chǎn)品品資資料料產(chǎn)品品知知名名度度產(chǎn)品品市市場場占占有有率率媒介介預(yù)預(yù)算算創(chuàng)作作概概念念Essentialinformationofamediabrief總結(jié)結(jié)有有以以下下主主要要內(nèi)內(nèi)容容4.WhoTargetconsumerSourceofbusinessKeycompetitors目標(biāo)標(biāo)受受眾眾銷售售來來源源主要要競競爭爭對對手手Essentialinformationofamediabrief總結(jié)結(jié)有有以以下下主主要要內(nèi)內(nèi)容容5.WhenSeasonalityProductlifecyclePurchasetime/usagetimeCampaignperiod/fiscalyear季節(jié)節(jié)產(chǎn)品品壽壽命命購買買周周期期廣告告推推廣廣周周期期Essentialinformationofamediabrief總結(jié)結(jié)有有以以下下主主要要內(nèi)內(nèi)容容6.Whymaintainacriticalmindgivethoughts合理理性性的的側(cè)面面創(chuàng)創(chuàng)意意MediaObjective媒介介目目標(biāo)標(biāo)Whatdowewanttoachieve?FactorsforconsiderationMarketingobjectivesAdvertisingobjectivesBudgetlimitationsCreativeimplicationsCompetitivestrategy主要要考考慮慮:市場場目目標(biāo)標(biāo)廣告告目目標(biāo)標(biāo)廣告告預(yù)預(yù)算算創(chuàng)意意啟啟示示競爭爭對對手手表表現(xiàn)現(xiàn)MediaStrategy媒介介策策略略Howdoweachievethesetobjective(s)?MediaSelectionMediaMixBuyingStrategy怎樣樣達達到到媒媒介介目目標(biāo)標(biāo)媒介介選選擇擇媒介介組組合合購買買策策略略Mediaselectionisbasedon媒介介選選擇擇ComparisonbyNumbersBeyondtheNumbers數(shù)據(jù)據(jù)比比較較質(zhì)量量比比較較Comparisonbynumbers數(shù)據(jù)據(jù)比比較較Coveragecapabilitythehighertargetpenetration,theleastthewastageCostEfficiencyThemediumprovidingthehighestcoveragemaynotbenecessarilytheonewiththebestcostefficiency.Thecostefficiencycomparisonisanimportantcriteriatosuggestasecondorthirdmediumtobeincludedaspartofthemediamixtoimprovetheoverallefficiencyoftheschedule覆蓋蓋能能力力媒介介有有效效值值TelevisionReasonsforusing-dynamicproductdemonstration-masscoverage-costefficiencyLimitations-hightotalcost-shortlifemessages-clutteredadvertisingenvironment電視視-強強項項-生生動動，，有有感感染染力力-大大眾眾化化-有有效效-弱弱點點-廣廣告告費費用用大大-短暫暫的的-復(fù)雜雜的的Beyondthenumbers質(zhì)量比比較較NewspaperReasonsforusing-senseofimmediacy-flexibility-massreachortargetedreachLimitations-hightotalcost-clutteredadvertisingenvironment-lessproductionquality報刊-強項-有新聞聞重要性性-靈活-大眾化化,也可可有選擇擇性-弱點-費用用大-復(fù)雜的的-質(zhì)量略略差Beyondthenumbers質(zhì)量比較較Beyondthenumbers質(zhì)量比較較MagazinesReasonsforusing-finecolourreproduction-longerlifespan-higherpass-alongreadership- targetedreachLimitations- lackofimmediacy- slowbuildingofreach雜志-強項-印刷刷精美-長的廣廣告生命命力-目標(biāo)受受眾集中中-弱點-效力力緩慢Beyondthenumbers質(zhì)量比較較RadioReasonsforusing- lowcost- targetedreach- flexibilityLimitations- audioonly- lackofmasscoverage- clutteredadvertisingenvironment電臺強項-費用便便宜宜-目標(biāo)受受眾眾集中中-靈活性性弱點-沒有視視覺覺效應(yīng)應(yīng)-覆蓋面面淺淺Outdoor(MTR/billboards/neonsignetc)Reasonsforusing- widecoverage- attentive- flexibility- around-the-clockexposureLimitations- highcostforimpact- limitedtosimplemessages- spaceavailability戶外強項-覆蓋面面廣廣-受注意意的的-靈活性性-弱點-費用不不便便宜-不可用用復(fù)復(fù)雜的的廣廣告內(nèi)內(nèi)容容-不容易易找找到黃黃金金位置置Beyondthenumbers質(zhì)量比較較Mediamix媒介組組合合Thebenefitofusingamediamixextendthereachreinforcethemessagepresentdifferentproductfeaturesbasedonthedifferentcharacteristicsofeachmedium擴大覆覆蓋蓋率加強不不同同的感感染染力不同的的創(chuàng)創(chuàng)意模模式式Howtoevaluateamediaplan怎樣評評估估媒介介計計劃書書Doesyourplanmeetyourmediaobjectives?以媒介介提提示作作為為參考考標(biāo)標(biāo)準Howtousethemediadata?怎怎樣運運用用媒介介研研究資資料料Competitiveanalysis競爭對對手手資料料Givestrategicinsightsmediafactsandfindingsbutnotmeanbeingfollowersinducethecompetitiveintelligencemediaimpactvsmediaspending供應(yīng)策策略略性的的觀觀點媒介數(shù)數(shù)據(jù)據(jù)但不是是說說要用用后后來者者對手策策略略得到到指指引媒介效效應(yīng)應(yīng)為主主，投投放放價值值為為副Standardreachcurve標(biāo)準到達達率圖表表0%10%20%30%40%50%60%70%80%90%100%01002003004005006007008009001000GRP'sReach1+3+Certainprinciplesaboutbuildingreach建立到達達率的規(guī)規(guī)則ReachgenerallybuildsveryquicklyatfirstAftertime,itbecomesdifficulttoincreasereachIncreasingreachfurthermeansreachinglightTVviewersIncreasingTARPstendstoincreasefrequencyratherthanreach在一個廣廣告優(yōu)勢勢的初段段,建立立的速度度比較快快然后速度度放緩覆蓋的范范圍開始始到達一一些偏遠遠的受眾眾最后,投投放的的作用主主要放在在提升收收看廣告告的頻次次.Effectivefrequency有效的收收看頻次次ThedefinitionThenumberofexposuresyourtargetaudienceneedtoproduceanoptimumresponsefromouradvertisingwithinagivenperiodoftimeEffectivefrequencyRange有效的收收看頻次次范圍ThetheoryThereisaminimumadvertisingexposurelevelforaproduct,belowwhichtherehavenotsufficienteffectontheadvertisinggoalThereisalsoamaximumlevelabovewhichtherehaveeithernofurtherenhancementtotheadgoalorevensignificantdiminishingreturnsMorefocusdeliveryisexpectedwithminimumwastageofresourcesEffectivereach有效的覆覆蓋率Thedefinition(%)ofthetargetaudiencewhohavehadtheopportunitytoseethecommercialattheEffectiveFrequencyEffectivefrequencyrangeoptimalapproach有效的媒媒體投放放部署0%10%20%30%40%50%60%70%80%90%100%01002003004005006007008009001000GRP'sReach1+3+3-6Howtoutilisethemediadata……怎樣利用用媒介研研究資料料WeeklyAdvertisingAwarenessDataWeeklyMediaDeliveryDataAdvertisingAwarenessSensitivityCorrelationAdvertisingAwarenessDecayFactorsPlanningParameters廣告知名名度資料料媒介投放放資料媒介計劃劃考慮知名度與與投放關(guān)關(guān)系知名度衰衰退速度度OvaltineweeklyawarenessandGRPs知名度與與廣告投投放Ovaltineawarenesssmoothed知名度與與廣告投投放Constantdecayfactorof20%givescorrelation知名度衰衰退速度度WhilePanadolhasadecayfactorofonly5%知名度衰衰退速度度Howtodotheoptimumplanwithdata……怎樣做最最有效的的媒介計計劃書BudgetSalesSeasonalityAdvertisingAwarenessDecayFactorsEffectiveFrequencyParametersGRPsR&FOptimumPlanTodeterminemaximumeffectivenessinspendingstrategyandpattern預(yù)算季節(jié)‘知名度衰衰退速度度有效頻次次收視率/覆蓋/頻次最有效的的計劃書書Questions問問題題Questions問題ATVcampaigndelivers500GRPsandreaches74%ofallpeople.Whatistheaveragefrequencyofexposure(OTS)totheadvertisingamongstpeoplewhowereexposedtoit?在一個電電視廣告告攻勢里里,如果果可以得得到500收視視點,74%的的覆蓋率率,請問問目標(biāo)受受眾收看看的平均均頻次有有多少?QuestionsandAnswers答案ATVcampaigndelivers500GRPsandreaches74%ofallpeople.Whatistheaveragefrequencyofexposure(OTS)totheadvertisingamongstpeoplewhowereexposedtoit?6.76Questions問題ATVcampaignisboughtagainstatargetaudienceofpeople15to35andaneffectivefrequencycriteriaof3to6.Themaximumpossiblereachforthetargetaudienceseeingtheadvertisingbetween3and6timesisachievedat350GRPs.Whathappenstothisreachifyoubuyafurther200GRPs?在一個個電視視廣告告攻勢勢里,設(shè)定定有效效的收收看頻頻次范范圍3-6,假假如這這個范范圍在在350收收視點點時出出現(xiàn),再投投放多多200個個視點點的效效果會會是什什么?QuestionsandAnswers答案ATVcampaignisboughtagainstatargetaudienceofpeople15to35andaneffectivefrequencycriteriaof3to6.Themaximumpossiblereachforthetargetaudienceseeingtheadvertisingbetween3and6timesisachievedat350GRPs.Whathappenstothisreachifyoubuyafurther200GRPs?The3-6reachwillgodownbecausetherewillbemorepeopleexposedtomorethan6impactsforeveryincrementalGRPthanpeoplegoingfrom2to3exposures覆蓋蓋率率的的圖圖線線會會下下降降Questions問題Yourclientmanufactureseyeglasses.HeasksyoutoprepareaTVmediaplanandadvisesyouthatthetargetaudienceis““peoplewithbadeyesight”.What’swrongwiththat?假如你你有一一個做做眼鏡鏡的客客戶,他要要求提提供一一份媒媒介計計劃書書,而而目標(biāo)標(biāo)受眾眾是設(shè)設(shè)定““有視視覺問問題的的觀眾眾”.請問以以上邏邏輯有有何不不對?QuestionsandAnswers答案Yourclientmanufactureseyeglasses.HeasksyoutoprepareaTVmediaplanandadvisesyouthatthetargetaudienceis““peoplewithbadeyesight”.What’swrongwiththat?Badeyesightisnotavalidtargetaudiencedefinitionbecauseitisageneticphysicalcharacteristicdistributedrandomlythroughthepopulationwhichdoesnoteffectmediaconsumptionorlifestyle.TheargumentthattheycannotseetheTVisnogoodsincemostpeoplewithproblemvisionwearglassesalreadybutmaywellbeinthemarketforanewersmarterpair“有視視覺覺問問題題的的觀觀眾眾”不不是是媒媒介介設(shè)設(shè)定定目目標(biāo)標(biāo)受受眾眾的的范范疇疇Questions問題YouareaskedtoprepareananalysislookingattheeffectsofmediainvestmentonyourFMCGclient’sbusinessoverthelastfiveyears.Youhavevarioussetsofdatatoanalyse.Whichofthefollowingcorrelationsislikelytobethestrongestandwhy?MediaSpendvsSalesShareofVoicevsMarketShareUnaidedAd.AwarenessvsGRPsGRPsvsVolumesalesPromptedBrandAwarenessvsMarketShare假如如要要分分析析以以下下相相關(guān)關(guān)的的媒媒介介研研究究資資料料，誰誰是是最最有有密密切切關(guān)關(guān)聯(lián)聯(lián)。。媒介投投放放與與銷銷量媒介占占有有率與與市市場場占占有率率知名度度與與毛毛收收視點點毛收視視點點與與銷銷量知名度度與與市市場場占有有率率QuestionsandAnswers答案YouareaskedtoprepareananalysislookingattheeffectsofmediainvestmentonyourFMCGclient’’sbusinessoverthelastfiveyears.Youhavevarioussetsofdatatoanalyse.Whichofthefollowingcorrelationsislikelytobethestrongestandwhy?MediaSpendvsSalesShareofVoicevsMarketShare*UnaidedAd.AwarenessvsGRPs*GRPsvsVolumesalesPromptedBrandAwarenessvsMarketShareThereisadirectcausaleffectbetweentheamountofadvertisingpeopleseeandtheextenttowhichitisremembered.Alltheotherrelationshipsareonotherfactorsinthemarketingmixandthuslesslikelytoyieldastrongcorrelationandmaynotbecausallyrelated.知名度度與與收視視點點Questions問題Yourclient’sproducthasa10%shareofmarketinJanuary1999.Hisobjectiveistoincreasethatshareto25%byJanuary2000.Assumingtheproductcategoryvolumeremainsthesame,whatconstantmonthlyshareincreasewillbeneededtoachievethisobjective?你的客客戶戶有10％市市場場占有有率率，他他們希希望望一年年后后可以以提提升到到25％，假假設(shè)設(shè)競爭爭環(huán)環(huán)境不不變變，而而客戶戶產(chǎn)產(chǎn)品每每月月保持持一一樣的的增增長速速度度，請請問這這個個增長長速速度是是什什么？？QuestionsandAnswers答案Yourclient’sproducthasa10%shareofmarketinJanuary1999.Hisobjectiveistoincreasethatshareto25%byJanuary2000.Assumingtheproductcategoryvolumeremainsthesame,whatconstantmonthlyshareincreasewillbeneededtoachievethisobjective?It’scompoundinterest.Theansweris7.9348%.Anythingclosegetsthemarks這是個個復(fù)復(fù)合累累積積利率率的的計算算，答答案案是7.9348％。。QuestionsandAnswers答答案案ThankYou囊括2007-2010幾十G地產(chǎn)策劃劃資料/企業(yè)管理理人力資資源全套套/品牌策劃劃資料/行業(yè)分析報告告/PPT模板等。9、靜夜四無無鄰，荒居居舊業(yè)貧。。。12月-2212月-22Saturday,December31,202210、雨雨中中黃黃葉葉樹樹，，燈燈下下白白頭頭人人。。。。06:14:2406:14:2406:1412/31/20226:14:24AM11、以我我獨沈沈久，，愧君君相見見頻。。。12月月-2206:14:2406:14Dec-2231-Dec-2212、故人人江海海別，，幾度度隔山山川。。。06:14:2406:14:2406:14Saturday,December31,202213、乍見翻翻疑夢，，相悲各各問年。。。12月-2212月-2206:14:2406:14:24December31,202214、他鄉(xiāng)生白白發(fā)，舊國國見青山。。。31十二二月20226:14:24上上午06:14:2412月-2215、比不了得就就不比，得不不到的就不要要。。。十二月226:14上上午12月-2206:14December31,202216、行動動出成成果，，工作作出財財富。。。2022/12/316:14:2406:14:2431December202217、做做前前，，能能夠夠環(huán)環(huán)視視四四周周；；做做時時，，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點的的射射線線向向前前。。。。6:14:24上上午午6:14上上午午06:14:2412月月-229、沒有失失敗，只只有暫時時停止成成功！。。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沒有。。06:14:2406:14:2406:1412/31/20226:14:24AM