怎樣選擇媒體（英文版）

怎樣選擇媒體（英文版）Hello!GoodAfternoon!

Let’stalkaboutMediaSurvivingintheMediaJungle?YOU

MediaPlanning?

NumberCrushingSeriousAnalyticalJobBusy!Busy!Busy!100WaysToSqueezeMediaSalesALotOfJargonsSurvivingintheMediaJungle?Todoourjobbetter,weneedyourSurvivingintheMediaJungle?UNDERSTANDINGUnderstandingWhatdowedo?HowA/Scanhelp?Whatwearetalkingabout?TopicsDefinitionofMediaPlanningEffectiveMediaPlanningMediaBriefingMediaJargonsReach&FrequencyWhatDoesAllTheJargonReallyMean?MediaPeopleTalkInMediaJargonMediaPeopleTalkInMediaJargon“AnEffectiveReachoftheTargetAudienceat3+/30%Requires160GRPsandtheNetReachis60%.”Whatdoesitmean?SurvivingintheMediaJungle?ReachFrequencyContinuityTheCo-ExistingRivalryContentRecapsWhyimportant?EffectiveFrequencyVsRecencyOptimizationinDailyLifeSummaryPointstoNoticeTelevisionFocusTimeFrameTargetGroupPoint-of-viewonlyRecapsReach(%)ofdifferentpeoplewhohaveanopportunitytoseeacommercialinamediascheduleatleastonce.Noduplicationisinvolved e.g.1+Reach=rating1+rating2 -duplicationspot1spot2AverageFrequencyAverageno.of“OpportunitytoSee”acommercialwithinagivenperiodoftime.Withsomepeoplehavingmoreopportunitiestoexposetothecommercialandsomepeopleless2x3x

AverageFrequency=

GRPs/ReachExleConsiderthefollowing6-spotschedule;Target:People15-49 Exle TARPs Spot1 : 15 Spot2 : 20 Spot3 : 11 Spot4 : 30 Spot5 : 8 Spot6 : 26 110ExleTargetAudience:People15-49TotalTARPs = 110Reach(1+) = 64%Ave.Freq. = 1.7R&FCurve

TargetAudience:People15-49Reach(%)GRPs1+2+3+AboutBuildingReachReachgenerallybuildsveryquicklyatfirstAftertime,itbecomesdifficulttoincreasereach(havealreadyreachedtheheavyTVviewers)IncreasingreachfurthersmeansreachinglightTVviewersIncreasingweighttendstoincreasefrequencyratherthanreachReachcurvelooksdifferentbyusingdifferentmediacombinationsordaypartcombinationDaytimePrimetimeCertainPrinciplesaboutBuildingReachGenerally,certainmediaareknowntobereachbuilders:TV,NewspapersBroadcoverage,quickaudienceaccumulationOthersareknownasfrequencybuilders:Radio,OutdoorFragmentedaudience,lowratingR&F

WhyImportant?WhyImportant?ExerciseGroupdiscussionontheimportanceofR&FtoClients;toPlanners&toBuyersTime:20minutesWhyImportant?WhoamI?WhenIjoinedtheadvertisingfield?WhyImportant?1timemaynotbeenough!!!HowmanytimesIshouldhitmytargetthisweek?Howmuchisenough?WhyImportant?Client:evaluateeffectivenessPlanner:definethesufficientweightleveltoachieveaneffectiveadvertisingcaignBuyer:betteryardsticktooptimizedperformanceR&F

DifferentSchoolsofThoughtEffectiveFrequencyVS

RecencyHowtoEvaluatetheEffectivenessWhatisthevalueofrepeatedexposuretoanadmessage?Doesthe2ndor3rdhavethesameeffectasthe1st?Howabouttheexposuresbeyondthe3rd?Isthecurrentbudgetutilizedtoprovidemaximumresponsewithaminimumwaste?Traditionally,mediaplanswereevaluatedonthebasisofReach,Frequency,GRPsandCPMsSettingquantitativemeasurablemediaobjectivesIdentifytheroleoftheadvertisinganditsspecificobjectivesinquantifiabletermsIdentifythenumberofexposuresthatarenecessarytoconvinceeachtargetprospectIdentifythepercentageoftargetprospectsthathavetobeconvincedinordertoachievetheadvertisingobjectivesIdentifythetimeframewhicheffectivefrequencyobjectivehastobemetEffective

Frequency

(EF)WhyEffectiveFrequency“AverageFrequency”canbemisleadingAvg.Frequency3xPerson ScheduleA ScheduleB 1 2x 1x 2 3x 2x 3 3x 2x 4 4x 4x 5 3x 6xEffectiveFrequencyThenumberofexposuresyourtargetaudienceneedtoproduceanoptimumresponsefromouradvertisingwithinagivenperiodoftime1+3+4+2+EffectiveFrequencyAdvertisingRecognition-In1972,HerbertKrugman,psychologistandpublicopinionresearcher,definedthepsychologyofCommercialexposuresas:Firstexposure:“Curiosity”Whatisit?Secondexposure:“Recognition”Whatofit?Thirdexposure:“Decision”ThefirstreminderEffectiveFrequencyFollowedbythebookofMichaelNaplesin1979;“EffectiveFrequency:therelationshipbetweenfrequencyandadvertisingeffectiveness”The“3-hittheory”becomepopularEF(Range)ThetheoryisfurthermodifiedbyColinMcDonaldthereisaminimumadvertisingexposurelevelforaproduct,belowwhichthereisnoeffectontheadvertisinggoalthereisamaximumlevelabovewhichthereiseithernofurtherenhancementtotheadgoalMorefocusdeliverywillberesultedwithminimumwastageofresourcesEF(Range)BrandFactorsWellestablishedfocusofsalesVSNewproductEstablishedcaignVSNewcaignSimplemessageVSComplexmessageHighimpactcreativeVSLowimpactcreativeWithrecentsupportVSLowrecentsupportHighinterestcategoryVSLowinterestcategoryEF(Range)ConsumerFactorsReceptivetargetaudienceVSUnreceptiveaudienceReinforcingattitudesVSChangingattitudesReinforcingbehaviorVSChangingbehaviorLowcompetitiveactivityVSHighcompetitiveactivityLowmediaclutterVSHighmediaclutterEFEstimator

KeyConsiderationsEffectiveFrequency Low High12345WeightingScoreTotalscoreof:27.5(max)or5.5(min)

A. TheBrand 1. WellEstablished NewProduct 2 102. EstablishedCaign NewCaign 0.5 2.53. Simplemessage Complexmessage 0.5 2.54. Highimpactcreative Lowimpactcreative 1 55. Recentsupport:High Recentsupport:low 1 56. Highinterestcategory Lowinterestcategory 0.5 2.5

EFEstimator

KeyConsiderationsEffectiveFrequency Low High12345WeightingScoreTotalScoreof:22.5(max)or4.5(min)GrandTotalScore:50(max)or10(min)

B. TheConsumer

7. Receptivetarget

Unreceptive 1 5 audience8. Reinforcingattitudes/ ChangingAttitudes/ 1 5 behaviors behaviors9. Lowcompetitive Highactivity 1.5 7.5 activity10. Lowmediaclutter Highmediaclutter 1 5EFEstimator

Exle

A. TheBrand 1. WellEstablished NewProduct 2 42. EstablishedCaign NewCaign 0.5 1.53. Simplemessage Complexmessage 0.5 1.54. Highimpactcreative Lowimpactcreative 1 25. Recentsupport:High Recentsupport:low 1 26. Highinterestcategory Lowinterestcategory 0.5 2

KeyConsiderationsEffectiveFrequency Low High12345WeightingScoreTotalscoreof:13EFEstimator

Exle

A. TheConsumer

7. Receptivetarget

Unreceptive 1 2 audience8. Reinforcingattitudes/ ChangingAttitudes/ 1 3 behaviors behaviors9. Lowcompetitive Highactivity 1.5 6 activity10. Lowmediaclutter Highmediaclutter 1 4

KeyConsiderationsEffectiveFrequency Low High12345WeightingScoreAveragescoreof:15TotalScore:28Fora4-weekperiod,weassume…aneffectivefrequencyrangefrom

1-8and

therangeoffrequencyof2 timesmoreScoreRange StrikeRateRange10-14 1-315-19 2-420-24 3-525-29 4-630-34 5-735-39 6-840-44 7-945-50 8-10EffectiveReachThedefinition(%)ofthetargetaudiencewhohavehadtheopportunitytoseethecommercialattheEffectiveFrequencyEffectiveReachHowtoestablishByjudgment,experience,researchsupportHowmucheffectivereachcanbeaffordedwithinthebudget?Howmuchisneededtoachievethemarketinggoals?GeorgeB.Murraysuggested45%isthenormIntermofcostefficiencyWhatistherelationshipbetweencostandeffectivereach?Costefficiencyapproach

forn+effectivefrequencyCostperEffective3+ReachCostefficiencyapproach

forn+effectivefrequencyCostper1%Effective3+Reach(Rmb)100150200250300350400GRPs3+ReachCostEfficient

ZoneRecencyRecencyTheoryJohnPhilipJonesandErwinEphronEffectivefrequencyisprovidedbyONEsingleexposureRecencyTheoryFocusonpurchasetrigger,relevancy.WhenAdworks.PeopleusedtolookforinformationaboutproductstoshopLessweight,moreweeksWhenismoreimportantthanhowmanyRecencyTheory“Thereisawindowofadvertisingopportunityprecedingeachpurchase.Mediaplanning’sjobistoplacethemessageinthatwindow”“Ifyouwantyouradvertisingtobenefitsyourbrandsinthelongterm,demonstrateitsabilitytosellyourbrandsintheshort-term.”RecencyTheoryWhenabrandisunadvertised,itssaleswillsufferfromsuccessfulcompetitivecaigns.TheonlywayinwhichabrandcanbeprotectedistobeontheairfairlycontinuouslyBetterthoughtas‘presence’RecencyTheoryPlanforreachnotfrequencyPlanforcontinuitynotburstsUseone-weeknot4-weekplanningmethodShopforlowestcost-per-reach-pointnotjustlowerCPMUsedispersion(lowratings)notconcentration(highratings)Aimtobuy50-70GRPsand1+35%perweekPlanbyR&FDeriveyourMediaObjectiveTodeliveraneffectivereachof55%ofallpeople14-49ataneffectivefrequencyof3+across4wksperiodNextQuestionHowmuchGRPsisrequiredtodelivertheaboveobjective?HowmuchitwillcosttobuytheaboveGRPs?Inwhatstationorprime/fringemixshouldIbuyforthisschedule?Optimization

inDailyLifeObjectivesforOptimizationAchievethesameEffectivereachwiththeminimalbudgetAchievethehighestEffectivereachwiththesameamountofmoney打怪獸游戲目的：以最小的花費打死至少80%的怪獸規(guī)則：1.現(xiàn)在有六只怪獸，它們的死穴會按不同的時間出現(xiàn)在身體 不同的地方(見附表) 2. 怪獸被打中兩次就會死亡 3. 要在不同時間攻擊不同的地方會需要不同的子 彈，價錢亦會不一樣(見附表) 4. 每顆子彈只可用一次，不可重復(fù)使用 5. 子彈可同時攻擊六只怪獸怪獸死穴表頭手腳早午晚頭手腳早午晚頭手腳早午晚頭手腳早午晚頭手腳早午晚頭手腳早午晚怪獸A怪獸BXXXXXXXXXXXXXXXXXXX怪獸C怪獸D怪獸E怪獸FX子彈價格表(人民幣)頭手腳早午晚200604040050070390130250OptimalPerformanceapproach

foreffectivefrequencyrangeTimeFrameAcrosswhatperiodshouldwebelookingatachievingtherequiredeffectivefrequency?caignobjectivesdecisionmakingprocesspurchasecyclecompetitiveactivitydesiredresponsetacticalconsiderationsseasonalityaffordabilityTimeFrameCaignObjectiveThematic/Tactical(promotion)DecisionmakingprocessLongtermplanning/impulsebuyPurchasingcycleandusage(natureofproduct)WeeklyforBeer,MonthlyforFMCG,QuarterlyforDiamondEffectiveReach/FrequencyMeritsofplanningbyEffectiveReach/EffectiveFrequency……PlanningUnitAbletodeterminehowmuchmediaweightisrequiredtodeliverthedesiredlevelofconsumerresponseSpecificgoals,basedongiveneffectivefrequencylevelisprovidedtoevaluatemediaplanningeffectivenessinsteadoftheuseofaverageexposureestimationsMediaperformancecanbeoptimizedwithingivenbudgetEffectiveReach/FrequencyBuyingUnitTooptimizethemostcostefficientscheduletodeliverthepre-determinedeffectivereachandfrequencylevelAbetterguidelinetofollowasayardstickR&FOptimizationSomerulesofthumbforselectingtimeslotforaspotscheduleTARPs CPRP* Select RationaleHigh Low Buildreach&costefficientHigh High BuildreachbutnotcostefficientLow Low BuildFrequencyLow High X Notcostefficient,can’tbuild R&F*CPRP=Mediacost(Nett/Gross)/TARPsReach/FrequencyOptimizationSameScheduleinDifferentWeeksSamespotschedulesdeliverdifferentGRPslevelindifferentweeksEverybodyhasdifferentlifestyle/TVviewinghabiteveryweek,thereforeeachspotalthoughscheduledatthesameprogram,scoredifferentratingseveryweekSamespotschedulesachievedifferentR&FindifferentweeksReach/FrequencyOptimizationExle1:6spotsscheduleinSHTV/OTV GRPsAve.Freq1+Reach. 1stWeek(w/cNov20) 68 1.30 52%2ndWeek(w/cNov28) 60 1.33 45%Reach/FrequencyOptimizationSamespotscheduleondifferentstationmixwilldeliverdifferentR&FdistributionMulti-stationbuywillmaximizenetreachof1+or2+Singlestationbuywillmaximize3+oraboveSinglestationbuycanenhancehigheraveragefrequencythanmulti-stationbuyReach/FrequencyOptimizationExle2:6spotsscheduleindifferentstationbuy GRPs Ave.Freq. 1+ 2+ 3+ 4+SHTVonly 47 1.50 32 10 3 2SHTV/OTV 52 1.30 52 15 1 1 Reach/FrequencyOptimizationSamebudgetspotschedulewithdifferentprime/fringeratiowilldeliverdifferentR&FdistributionCombinationofprime/fringebuywillmaximizebothnetreachandave.frequencythansoleprimetimebuyPrime/fringecombinationisalsomorecostefficient(intermofCPRP)thansoleprimetimebuyReach/FrequencyOptimizationExle3:RMB136,000budgetplaninaprimetimebuyandaprime/fringecombination GRPs Ave.Freq. 1+ 2+ 3+ 4+ 5+Primeonly 68 1.3 52 15 1 1 0Prime/fringe 136 1.9 70 40 15 6 2(82/18splitinbudget,55/45splitinrating)Reach/FrequencyOptimizationOtherwaystooptimizeR&Fdelivery1spotperdayinSHTV(6days)maximizes1+2consecutivespotsperday(3days)maximizes2+3consecutivespotsperday(2days)maximizes3+6consecutivespotsaday(1day)maximizes4+andaboveandhavehighestave.frequencywithinalloftheaboveschedulesReach/FrequencyOptimizationExle4:Differentno.ofspotsperday GRPs Ave.Freq. 1+ 2+ 3+ 4+ 5+1spot/day 45 1.4 33 9 2 1 12spots/day 43 1.6 27 11 2 1 13spots/day 48 1.6 29 11 4 2 16spots1day45 1.7 26 9 5 3 2TVOptimizationSoftwareSuper-Midas&X-pertContinuityFurthertothedeterminedplanningunits,howoftenshouldthisadvertisingweightberepeated?Forfixedbudget,thechoicescouldbe:Lowweight,moreweeksHighweight,lessweeksFactorstoconsiderSalesresponseSeasonalityCompetitivepresenceDecayfactorContinuityDecayFactortherateatwhichspontaneousbrandawarenessdeclinesafteradvertisingstopsRapidrate: newbrands highlycompetitive clutterenvironmentSlowrate: well-establishedbrand genericproduct highinterestlevelproductContinuityReachNewProductPromotionProductwithhighmarketturnoverFrequency/ContinuityProductaimsatmicromarketingMatureproductProductwithshortpurchasingcycleWithlimitedmediabudget,itisimpossibletomaximizethethreeofreach,frequencyandcontinuity.PriorityshouldbeconsideredaccordingtodifferentsituationOurPointofViewThereareNoAbsolutesinMediaPlanningSummaryMediaplannersdonotalwayshavetomakeanabsolutechoicebetweeneffectivefrequencyandrecency:theanswerisnotalwayshighfrequencyandbursts,noralwayslowweightandcontinuitySummaryRecencyisadisciplineofmediaplanning,justlikeeffectivefrequencyis-butjustonediscipline.Theyformpartoftheequation:theyarenotthefullsumintheirownrightRoleofmediaistoensurethattheSummarycommunicationisdistributedtoatargetaudienceeffectivelyandefficiently.

Whatweneedtodoistoapplythediscipline,considerothervariableslikeshareofvoice,caignstag