廣告媒介媒體基本實(shí)戰(zhàn)技巧

媒體基本實(shí)戰(zhàn)技巧臺(tái)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(huì)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,thisprogramwouldhavea26rating.SOV&SO$SOV:Percentoftotaladvertisingspendingorweightwithinaproductcategorythatisheldbyaparticularbrandatagiventimee.g.BrandTARPSOVOlay5,00050%Pond's4,00040%Others1,00010%Total10,000100%GRPThesumofalltheratingpoints-Totalnumberofexposuresagainstatargetaudienceexpressedasapercent-1GRP=1%ofuniverse-Don'tlookataudienceduplication-GRPisameasureoftheheavinessofthecampaign- Othercommonlyusedterms:TRP(Target RatingPoint)&TARP(TargetAudienceRatingPoint)GRPAdditiveacrossprogramsProgramFemale20-39TTVEveningNews25CTVDramaSerials 20CTSForeignFilm 2065GRPsEachofaboveshowsachievedanindividualratingandcombined,thescheduledelivered65GRPwithanavg.ratingof21.6foraprogramintheschedule.GI(Thousands)Thousandsofviewersofagivenprogramthatareinyourtargetaudience,alsoknownasimpressions-Thesummationofthenumberofpeoplereachedbythecampaign.So,Thousands(impressions)=RatingxUniverse-Grossimpressions,likeGRP,isthesumofalltheimpressions,or(000)ProgramF20-39 Universe#Viewers (000)TTVNews20%4,000,000 800,000CPR/CPP/CPRPCostofaspotortotalpackagedeliveredbytheGRPreceived- UsedtomeasureratingpointsinrelationtodollarinvestmentProgramCost/10"GRP/F20-39 CPRCTVNews30,000152,000CPM(CostperThousands)Costofaspotortotalpackagedividedbythethousands(000)ofviewersinyourtargetaudience- Thedollarfigureusedtoevaluatetherelativecostsofvariousmediawithinselectedaudience- UsedtocomparetheefficiencyofreachingyourtargetamongdifferentprogramsorvehicleMediaVehicle UnitCostF20-39(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契形分裂裂Start1YrPlanningPeriodReachExpenditurePattern:ReachPattern-WedgeThewedgepatterncanbeconsideredasanalternativetoablitzwhenlaunchingaregularly-purchasedproductorservice.Notonlyhighreachbutheavyfrequencyisneededinitiallytocreatebrandawarenessforthenewproductandtoenableprospectivetrierstolearnthenewproduct’’sbenefits(informationaladvertising)oracquireitsintendedimage(transformationaladvertising)GENERALTERMSFORPRINTCirculationNo.ofcopiesofpublicationsoldordistributedPass-alongReadersReaderswhodidn'tpurchasetheirowncopyofapublicationbutreadthecopyofsomeoneelseReadershipBothprimaryandpass-alongreadersReaderspercopy(RPC)Averageno.ofreadersofapublicationpercopyofcirculationGENERALTERMSFORPRINTROPRunofPressreferstopositionsinamagazineornewspaperwheretheadisplacedwherethepublicationchoosesSplit-runDividethecirculationofapublicationintogroupsthatwillreceivedifferenteditorialand/oradvertisingGENERALTERMSFORTVROS(RunofSchedule)BroadcastmediawhereunitsoraschedulemayappearatanytimeinthescheduleofthestationZIP&ZAPUsingaremotecontroldevicetoskipaheadofcommercialortochangeTVchannelsBacktoBackTwoormorecommercialsrunoneimmediatelyfollowingtheotherRoadblocksPurchasingcommercialsonseveralstationsduringthesamecommercialbreak(whichisthebestforReach)謝謝謝12月月-2209:37:5209:3709:3712月-2212月-2209:3709:3709:37:5212月月-2212月月-2209:37:522022/12/319:37:529、靜靜夜夜四四無無鄰鄰，，荒荒居居舊舊業(yè)業(yè)貧貧。。。。12月月-2212月月-22Saturday,December31,202210、雨雨中中黃黃葉葉樹樹，，燈燈下下白白頭頭人人。。。。09:37:5209:37:5209:3712/31/20229:37:52AM11、以我獨(dú)沈久久，愧君相見見頻。。12月-2209:37:5209:37Dec-2231-Dec-2212、故人江海別別，幾度隔山山川。。09:37:5209:37:5209:37Saturday,December31,202213、乍見翻疑疑夢，相悲悲各問年。。。12月-2212月-2209:37:5209:37:52December31,202214、他鄉(xiāng)生生白發(fā)，，舊國見見青山。。。31十十二月20229:37:52上午午09:37:5212月-2215、比不了得就就不比，得不不到的就不要要。。。十二月229:37上上午12月-2209:37December31,202216、行動(dòng)出成果果，工作出財(cái)財(cái)富。。2022/12/319:37:5209:37:5231December202217、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。。。。9:37:52上上午午9:37上上午午09:37:5212月月-229、沒沒有有失失敗敗，，只只有有暫暫時(shí)時(shí)停停止止成成功功??！。。12月月-2212月月-22Saturday,December31,202210、很多事事情努力力了未必必有結(jié)果果，但是是不努力力卻什么么改變也也沒有。。。09:37:5209:37:5209:3712/31/20229:37:52AM11、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-2209:37:5209:37Dec-2231-Dec-2212、世間成事事，不求其其絕對(duì)圓滿滿，留一份份不足，可可得無限完完美。。09:37:5209:37:5209:37Saturday,December31,202213、不知香積寺寺，數(shù)里入云云峰。。12月-2212月-2209:37:5209:37:52December31,202214、意志堅(jiān)強(qiáng)強(qiáng)的人能把把世界放在在手中像泥泥塊一樣任任意揉捏。。31十二二月20229:37:52上上午09:37:5212月-2215、楚楚塞塞三三湘湘接接，，荊荊門門九九派派通通。。。。。十二二月月229:37上上午午12月月-2209:37December31,202216、少年十五二二十時(shí)，步行行奪得胡馬騎騎。。2022/12/319:37:5209:37:5231December202217、空山新雨后后，天氣晚來來秋。。9:37:52上午9:37上上午09:37:5212月-229、楊柳柳散和和風(fēng)，，青山山澹吾吾慮。。。12月月-2212月月-22Saturday,December31,202210、閱讀讀一切切好書書如同同和過過去最最杰出出的人人談話話。09:37:5209:37:5209:3712/31/20229:37:52AM11、越是沒有有本領(lǐng)的就就越加自命命不凡。12月-2209:37:5209:37Dec-2231-Dec-2212、越是無無能的人人，越喜喜歡挑剔剔別人的的錯(cuò)兒。。09:37:5209:37:5209:37Saturday,December31,202213、知人者智，，自知者明。。勝人者有力力，自勝者強(qiáng)強(qiáng)。12月-2212月-2209:37:5209:37:52December31,202214、意志志堅(jiān)強(qiáng)強(qiáng)的人人能把把世界界放在在手中中像泥泥塊一一樣任任意揉揉捏。。31十十二二月20229:37:52上上午09:37:5212月月-2215、最最具具挑挑戰(zhàn)戰(zhàn)性性的的挑挑戰(zhàn)戰(zhàn)莫莫過過于于提提升升自自我我。。。。十二二月月229:37上上午午12月月-2209:37December31,202216、業(yè)業(yè)余余生生活活要要有有意意義義，，不不要要越越軌軌。。2022/12/319:37:5209:37:5231December202217、一個(gè)個(gè)人即即使已已登上上頂峰峰，也也仍要要自強(qiáng)強(qiáng)不息息。9:37:52上上午9:37上上午午09:37:5212月月-22MOMODAPOWERPOINTLoremipsumdolorsitamet,consecteturadipiscingelit.Fusceidurnablandit,eleifendnullaac,fringillapurus.Nullaiaculistemporfelisutcursus.感謝您您的下下載觀觀看專家告告訴9、靜靜夜夜四四無無鄰鄰，，荒荒居居舊舊業(yè)業(yè)貧貧。。。。12月月-2212月月-22Saturday,December31,202210、雨中黃黃葉樹，，燈下白白頭人。。。09:37:5309:37:5309:3712/31/20229:37:53AM11、以我獨(dú)沈久久，愧君相見見頻。。12月-2209:37:5309:37Dec-2231-Dec-2212、故人江海海別，幾度度隔山川。。。09:37:5309:37:5309:37Saturday,December31,202213、乍乍見見翻翻疑疑夢夢，，相相悲悲各各問問年年。。。。12月月-2212月月-2209:37:5309:37:53December31,202214、他他鄉(xiāng)鄉(xiāng)生生白白發(fā)發(fā)，，舊舊國國見見青青山山。。。。31十十二二月月20229:37:53上上午午09:37:5312月月-2215、比不了得就就不比，得不不到的就不要要。。。十二月229:37上上午午12月月-2209:37December31,202216、行動(dòng)出出成果，，工作出出財(cái)富。。。2022/12/319:37:5309:37:5331December202217、做前，，能夠環(huán)環(huán)視四周周；做時(shí)時(shí)，你只只能或者者最好沿沿著以腳腳為起點(diǎn)點(diǎn)的射線線向前。。。9:37:53上午午9:37上午午09:37:5312月-229、沒有失敗，，只有暫時(shí)停停止成功！。。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。。。。09:37:5309:37:5309:3712/31/20229:37:53AM11、成成功功就就是是日日復(fù)復(fù)一一日日那那一一點(diǎn)點(diǎn)點(diǎn)點(diǎn)小小小小努努力力的的積積累累。。。。12月月-2209:37:5309:37Dec-2231-Dec-2212、世間間成事事，不不求其其絕對(duì)對(duì)圓滿滿，留留一份份不足足，可可得無無限完完美。。。09: