廣告媒介-媒體基本實(shí)戰(zhàn)技巧3

媒體基本實(shí)戰(zhàn)技巧Preparedby:VickyHsuehFebruary3rd,1999臺灣媒體環(huán)境的詭譎多變,讓媒體人頭暈?zāi)垦?讓廣告人霧里看花會喘ㄜ….But免驚!與其站在門外 不如進(jìn)得門里瞧瞧THEBASICMEDIATERMINOLOGY

~WILLHELPYOUGETINTOMEDIATERRITORY

PURPOSETofamiliarizeyouwiththebasicconceptsandterminologyusedinmediaTodemonstratehowtermscanbeappliedtomediaplanningBASICMEDIATERMSINTERPRETATION&USEAudience&TargetMediaMixRatingSOV&SO$GRPGICPRP&CPMHUT&PUTShareTVDaypartReach&FrequencyReachCurveEffectiveReach&FrequencySchedulingReachPatternGENERALTERMSPRINT - Circulation - Primaryreaders, Pass-along readers &Readership - Readerspercopy - Split-runTV - ROS

(runofschedule) - Zipping&Zapping - Backtoback& RoadblocksAudienceThenumberofTargetindividualsorhouseholdslikelytobeexposedtoamediavehicle.Itcouldbe - HouseholdsviewingaTVprograminthe averageminute - PersonslisteningtoaRadiostationduring acertainquarterhour - Readersofanaverageissueofaspecial MGorNPTARGETTheaudiencethatyouwanttoseeyouradvertisingmessage - Usuallydefinedbyageandgender - Forexample: ForOilofOlay:Female20-39 ForH&S:M&F15-49MEDIAMIXUsemorethanonemediumtoreachtarget - Thevalueofeachmediummustbe consideredregardingitsabilitytoachieve theoverallobjective - Factorstobeconsidered:

* Amountofusebytarget * PotentialReachvsFrequency * Communicationstrengthens/weakness * Competitiveuse*Clutter * Cost *CreativeRATINGTheaudienceexpressedasthepercentofauniverse- Reportedbysyndicatedsources- Wheneverthetermratingisused,theuniversemustbeclearlyunderstood- Forexample:If26%ofallFemale15- 39inTaiwanwatchedTTVEveningNews,thisprogramwouldhavea26 rating.SOV&SO$SOV:Percentoftotaladvertisingspendingorweightwithinaproductcategorythatisheldbyaparticularbrandatagiventimee.g.BrandTARPSOVOlay5,000 50%Pond's 4,000 40%Others 1,000 10%Total10,000 100%GRPThesumofalltheratingpoints- Totalnumberofexposuresagainstatargetaudienceexpressedasapercent- 1GRP=1%ofuniverse- Don'tlookataudienceduplication- GRPisameasureoftheheavinessofthecampaign- Othercommonlyusedterms:TRP(Target RatingPoint)&TARP(TargetAudienceRatingPoint)GRPAdditiveacrossprogramsProgramFemale20-39TTVEveningNews 25CTVDramaSerials 20CTSForeignFilm 2065GRPsEachofaboveshowsachievedanindividualratingandcombined,thescheduledelivered65GRPwithanavg.ratingof21.6foraprogramintheschedule.GI(Thousands)Thousandsofviewersofagivenprogramthatareinyourtargetaudience,alsoknownasimpressions-Thesummationofthenumberofpeoplereachedbythecampaign.So,Thousands(impressions)=RatingxUniverse-Grossimpressions,likeGRP,isthesumofall theimpressions,or(000)Program F20-39Universe #Viewers (000)TTVNews20%4,000,000800,000CPR/CPP/CPRPCostofaspotortotalpackagedeliveredbytheGRPreceived- UsedtomeasureratingpointsinrelationtodollarinvestmentProgram Cost/10"GRP/F20-39CPRCTVNews30,000 152,000CPM(CostperThousands)Costofaspotortotalpackagedividedbythethousands(000)ofviewersinyourtargetaudience- Thedollarfigureusedtoevaluatetherelativecostsofvariousmediawithinselectedaudience- UsedtocomparetheefficiencyofreachingyourtargetamongdifferentprogramsorvehicleMediaVehicle UnitCost F20-39(000)CPMTV(Top50avg.)90,000612.5$146.94MG(Top10avg.) 60,000497.0$124.20HUT&PUTThenumberofTVhouseholdorpersonsinthosehouseholdwithTVsetsonatthetimebeingmeasured- ShowshowmuchTVusageoccurs ataparticulartime- AreremarkablepredictableTVDAYPARTSDividesthedayintoclustersofhourswithsimilarviewers- 06:30am-14:00pm:daytime- 14:00pm-19:00pm:earlyfringe- 19:00pm-22:00pm:primetime- 22:00pm-24:00pm:latefringeREACHTheunduplicatednumberofhouseholdsorpersonsexposedatleastoncetoanadvertisementoradvertisingschedule- Aperson/householdisonlycountedonceevenifexposedtwoormoretimes(1+netreach)- Keyelement-netorunduplicatednumberofpeopleexposed- ImportantindeterminingadvertisingeffectivenessFREQUENCYTheaveragenumberoftimesahouseholdorpersonexposedtoanadvertisementoradvertisingscheduleinagivenperiodoftime- Keyelement-averageno.oftimesexposed- Somewillseemorethanothersbut,tobereached,onemustseetheadatleastonce- Usuallyareconcernedwithaveragefrequency- ImportantindeterminingadvertisingeffectivenessREACH&FREQUENCYGRP=ReachxFrequencyF20-39=ReachxAvg.Frequency400GRP=80%x 5Viewerscountedonce%Averageno.oftimestheyviewedCALCULATING

REACH&FREQUENCYForexampleFrequencyReachFrequencyReach1+80%15%2+75%225%3+50%32%4+48%4+48%1+80%REACHCURVEPrinciplesabouthowreachbuilds-Reachgenerallybuildsveryquicklyatfirst- Overtime,itbecomesdifficultto increasereachbecauseyouhavealreadyreachedthefrequentmediausers- IncreasingGRPtendstoincreasefrequencywhilereachincreasesataslowrate(seenextpagefortheexample)EFFECTIVEFREQUENCYTheamountoffrequencyorrepetitionnecessaryforadvertisementstobeeffective- "Threebittheory"byHerbertKrugman1stbit:Whatisit?2ndbit:Whataboutit?3rdbit:Iknowit.(complexmessageneedshigherfrequency)EFFECTIVEREACHThepercentofatargetaudienceexposedtoanadvertisingwithinarangeoftimessufficienttoproduceapositivechange(e.g.buildawareness,image,strengthenperception...)Frequency%Reachedateachfrequencylevel1+60%2+40%3+20%(effectivereachis20%at3+)4+5%SCHEDULINGApatternoftimeswhenadvertisingwillappearbeforetheconsumerFactorsneedconsiderationwhendevelopingschedulingstrategiesSeasonalityPurchasecycleBrandawarenessCompetitiveactivityPromotionaleventBudgetSCHEDULING-CONTINUITYContinuity-EvenandcontinuousadvertisingsupportProvidesanon-goingpresencefortheproductwiththeconsumerweekafterweekTheadsworkasareminderEntirepurchasecycleiscoveredReachconsumersbothwhentheyarepurchasingandwhentheyarenotRealisticonlyforlargebudgetsSCHEDULING-FLIGHTINGFlighting-AdvertisingscheduleseparatedbyhiatusesofnoadvertisingsupportCanbreakthroughcompetitivenoisebyconcentratingadvertisingathigherlevelsduringfewerweeksStretchlimitedbudgetsProvidehigherawarenesslevelsduringon-airperiodMaximizeimpactwhenon-airTimeyouradvertisingaccordingtotheseasonalitySCHEDULING-PULSINGPulsing-ConsistentsupportwithvaryingweightlevelsProvideshigherconcentrationsofweightatscheduledintervalsCanbeaccomplishedby:Schedulingbaseweightandheavy-upthesamemediumSchedulingbaseweightforonemediumandheavyuponadifferentmediumAlternatingmediaCoordinatingburstswithpromotionsReachPattern-Blitz全面攻擊閃閃電戰(zhàn)Start1YrPlanningPeriodReachExpenditurePattern:ReachPattern-BlitzTheidealpatternforanewproductorservice,ifyoucanaffordit,consistsofa““blitz”ofcontinuousadvertisingforthefirstyear.But,itisvirtuallyimpossibletoover-advertiseanewproductorserviceduringitsintroduction.Theblitzpatternwillmaximizethefirst-moveradvantageifyourbrandisthefirstinthecategory.However,Itappearsthatblitzlevelspendingisalsonecessaryifalater-enteringbrandhopestoovertakethemarketleader.ReachPattern-BlitzImportantNote:Theadvertiserwillneedafairlylarge““pool”ofadvertisingexecutions,builtaroundthesamepositioningstrategy,topreventadvertisingwearout.Forinformationalproducts,aresonablysafeestimateis2~4executions.Fortransformationalproducts,whereadlikabilityisrelevant,4~6executionsmaybeneededtosustainablitz.Forintroductorypromotions,togaintrial,wouldusuallyoccuronlyforthefirstsixmonthsbecausethatisthelengthoftimeforwhichaproductorservicecanlegallyusethedescription““new””.ReachPattern-Wedge契形分裂Start1YrPlanningPeriodReachExpenditurePattern:ReachPattern-WedgeThewedgepatterncanbeconsideredasanalternativetoablitzwhenlaunchingaregularly-purchasedproductorservice.Notonlyhighreachbutheavyfrequencyisneededinitiallytocreatebrandawarenessforthenewproductandtoenableprospectivetrierstolearnthenewproduct’’sbenefits(informationaladvertising)oracquireitsintendedimage(transformationaladvertising)GENERALTERMSFORPRINTCirculationNo.ofcopiesofpublicationsoldordistributedPass-alongReadersReaderswhodidn'tpurchasetheirowncopyofapublicationbutreadthecopyofsomeoneelseReadershipBothprimaryandpass-alongreadersReaderspercopy(RPC)Averageno.ofreadersofapublicationpercopyofcirculationGENERALTERMSFORPRINTROPRunofPressreferstopositionsinamagazineornewspaperwheretheadisplacedwherethepublicationchoosesSplit-runDividethecirculationofapublicationintogroupsthatwillreceivedifferenteditorialand/oradvertisingGENERALTERMSFORTVROS(RunofSchedule)BroadcastmediawhereunitsoraschedulemayappearatanytimeinthescheduleofthestationZIP&ZAPUsingaremotecontroldevicetoskipaheadofcommercialortochangeTVchannelsBacktoBackTwoormorecommercialsrunoneimmediatelyfollowingtheotherRoadblocksPurchasingcommercialsonseveralstationsduringthesamecommercialbreak(whichisthebestforReach)9、靜夜四無鄰鄰，荒居舊業(yè)業(yè)貧。。12月-2212月-22Saturday,December31,202210、雨中黃葉樹樹，燈下白頭頭人。。09:37:3509:37:3509:3712/31/20229:37:35AM11、以以我我獨(dú)獨(dú)沈沈久久，，愧愧君君相相見見頻頻。。。。12月月-2209:37:3509:37Dec-2231-Dec-2212、故故人人江江海海別別，，幾幾度度隔隔山山川川。。。。09:37:3509:37:3509:37Saturday,December31,202213、乍見見翻疑疑夢，，相悲悲各問問年。。。12月月-2212月月-2209:37:3509:37:35December31,202214、他鄉(xiāng)生白白發(fā)，舊國國見青山。。。31十二二月20229:37:35上上午09:37:3512月-2215、比不了了得就不不比，得得不到的的就不要要。。。十二月229:37上午午12月-2209:37December31,202216、行動出成果果，工作出財財富。。2022/12/319:37:3509:37:3531December202217、做前，能夠夠環(huán)視四周；；做時，你只只能或者最好好沿著以腳為為起點(diǎn)的射線線向前。。9:37:35上午9:37上上午09:37:3512月-229、沒有失敗敗，只有暫暫時停止成成功！。12月-2212月-22Saturday,December31,202210、很很多多事事情情努努力力了了未未必必有有結(jié)結(jié)果果，，但但是是不不努努力力卻卻什什么么改改變變也也沒沒有有。。。。09:37:3509:37:3509:3712/31/20229:37:35AM11、成功就就是日復(fù)復(fù)一日那那一點(diǎn)點(diǎn)點(diǎn)小小努努力的積積累。。。12月-2209:37:3509:37Dec-2231-Dec-2212、世間間成事事，不不求其其絕對對圓滿滿，留留一份份不足足，可可得無無限完完美。。。09:37:3509:37:3509:37Saturday,December31,202213、不不知知香香積積寺寺，，數(shù)數(shù)里里入入云云峰峰。。。。12月月-2212月月-2209:37:3509:37:35December31,202214、意志堅強(qiáng)的的人能把世界界放在手中像像泥塊一樣任任意揉捏。31十二月月20229:37:35上午09:37:3512月-2215、楚塞塞三湘湘接，，荊門門九派派通。。。。十二月月229:37上上午午12月月-2209:37December31,202216、少少年年十十五五二二十十時時，，步步行行奪奪得得胡胡馬馬騎騎。。。。2022/12/319:37:3509:37:3531December202217、空空山山新新雨雨后后，，天天氣氣晚晚來來秋秋。。。。9:37:35上上午午9:37上上午午09:37:3512月月-229、楊柳散散和風(fēng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