媒介簡(jiǎn)報(bào)學(xué)習(xí)課件

OverallMediaProcess

媒介簡(jiǎn)報(bào)第一頁，共五十九頁。Tableofcontents

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第二頁，共五十九頁。Recapofbasicmediaterminology

媒介用詞TargetAudienceRatingPoint(TARPsorTVR)example 400,000targetaudiencewatchedtheTVC 1,687,000totaltargetpopulation =23.7TVRorTARPs目標(biāo)受眾收視點(diǎn)第三頁，共五十九頁。Recapofbasicmediaterminology

媒介用詞GrossRatingPoints(GRPs)isthesummationofTARPsofaspecifiedcampaignthenumberoftargetaudienceimpactsgeneratedbyadefinedburstofadvertisingexpressedasapercentageofthetargetaudienceuniverse毛收視點(diǎn)

是目標(biāo)受眾收視點(diǎn)的總和第四頁，共五十九頁。Spot1Spot2Duplicationofspot1&2Recapofbasicmediaterminology

媒介用詞Reachexample到達(dá)率REACH第五頁，共五十九頁。Recapofbasicmediaterminology

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

144GRPs ------------ =2.4Ave.frequency 61%Reach平均收看頻次第六頁，共五十九頁。Recapofbasicmediaterminology

媒介用詞CPRP(CostPerRatingPoint)Thecostrequiredtoreachonepercentofthetargetaudience每收視點(diǎn)的價(jià)值第七頁，共五十九頁。Recapofbasicmediaterminology

媒介用詞CPM(Costperthousand)

Thecostrequiredtoreacheachthousandoftargetaudience每千人的價(jià)值第八頁，共五十九頁。Promotion促銷Price價(jià)格FourP’sinmarketingprocess

市場(chǎng)策略的4個(gè)PProduct產(chǎn)品Place地點(diǎn)第九頁，共五十九頁。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(jià)格

iii. 銷售渠道

iv. 廣告及推廣第十頁，共五十九頁。Theroleofmediaintheadvertisingprocess

媒介擔(dān)當(dāng)?shù)慕巧玀ediaisequallyimportantthecreativeifnotmorethanThegreatestcreativecopyneedsarightmedia

vehicletodelivertotherightpeople,attherighttime,attherightlevel跟廣告創(chuàng)意同等地位廣告創(chuàng)意的傳達(dá)，有賴

正確的渠道，目標(biāo)受眾及有效頻次和適當(dāng)時(shí)間。第十一頁，共五十九頁。Mediaplanningis…

媒體策劃要考慮...

HowmanyprospectsdoIneedtoreach?(Reach)InwhichmediumshouldIplacemyads?(Mediachoice)Howmanytimesshouldprospectsseeeachad?(Frequency)Inwhichmonthsshouldadsappear?(Seasonality)Inwhichmarketsshouldadsappear?(Geographically)Howmuchmoneyshouldbespentineachmedium?(Mediaweight)

到達(dá)率媒體選擇廣告收看頻次季節(jié)性廣告預(yù)算...第十二頁，共五十九頁。Mediaplanningprocess

媒介策劃流程MediaBriefFormulationofMediaObjectives&StrategyDrawingofthePreliminaryMediaPlanDetailedMediaPlanandbuying

媒介提示確定媒介目標(biāo)及策略媒介計(jì)劃表執(zhí)行購(gòu)買工作第十三頁，共五十九頁。MediaBriefing

媒介提示AgoodmediaplanstartswithagoodmediabriefAgoodmediabriefhelpstosetdirectionprioritisefocusstimulatemediacreativityAgoodmediabriefshouldbecomprehensive&clearsupportedwithfiguresifpossiblelogical好的媒介提案從媒介提示開始媒介提示可以幫助確定方向編排重要性提高創(chuàng)意同時(shí)具備詳細(xì)及清晰資料有數(shù)據(jù)支持合邏輯的第十四頁，共五十九頁。Essentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容TheSixWs

1. HoWMarketingObjectivesAdvertisingObjectives六個(gè)W市場(chǎng)目標(biāo)廣告目標(biāo)第十五頁，共五十九頁。Essentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容

2. WhereConsumptionlocationsSalesbyregions/markets主要銷售場(chǎng)所區(qū)域銷售分布第十六頁，共五十九頁。Essentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容 3. WhatProductinformationBrandawarenessBrandshare/MarketpenetrationMediaBudget/ProductionbudgetWhatarethecreativematerials

產(chǎn)品資料產(chǎn)品知名度產(chǎn)品市場(chǎng)占有率媒介預(yù)算創(chuàng)作概念第十七頁，共五十九頁。Essentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容 4. WhoTargetconsumerSourceofbusinessKeycompetitors目標(biāo)受眾銷售來源主要競(jìng)爭(zhēng)對(duì)手第十八頁，共五十九頁。Essentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容 5. WhenSeasonalityProductlifecyclePurchasetime/usagetimeCampaignperiod/fiscalyear季節(jié)產(chǎn)品壽命購(gòu)買周期廣告推廣周期第十九頁，共五十九頁。Essentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容 6. Whymaintainacriticalmindgivethoughts合理性的側(cè)面創(chuàng)意第二十頁，共五十九頁。MediaObjective

媒介目標(biāo)Whatdowewanttoachieve?FactorsforconsiderationMarketingobjectivesAdvertisingobjectivesBudgetlimitationsCreativeimplicationsCompetitivestrategy主要考慮:市場(chǎng)目標(biāo)廣告目標(biāo)廣告預(yù)算創(chuàng)意啟示競(jìng)爭(zhēng)對(duì)手表現(xiàn)第二十一頁，共五十九頁。MediaStrategy

媒介策略Howdoweachievethesetobjective(s)?MediaSelectionMediaMixBuyingStrategy怎樣達(dá)到媒介目標(biāo)媒介選擇媒介組合購(gòu)買策略 第二十二頁，共五十九頁。Mediaselectionisbasedon

媒介選擇第二十三頁，共五十九頁。Comparisonbynumbers

數(shù)據(jù)比較Coveragecapabilitythehighertargetpenetration,theleastthewastageCostEfficiencyThemediumprovidingthehighestcoveragemaynotbenecessarilytheonewiththebestcostefficiency.Thecostefficiencycomparisonisanimportantcriteriatosuggestasecondorthirdmediumtobeincludedaspartofthemediamixtoimprovetheoverallefficiencyoftheschedule覆蓋能力媒介有效值第二十四頁，共五十九頁。Television

Reasonsforusing -dynamicproductdemonstration

- masscoverage

- costefficiency

Limitations - hightotalcost

- shortlifemessages

- clutteredadvertisingenvironment

電視 -強(qiáng)項(xiàng) -生動(dòng)，有感染力 -大眾化 -有效 -弱點(diǎn) -廣告費(fèi)用大

-短暫的 -復(fù)雜的Beyondthenumbers

質(zhì)量比較第二十五頁，共五十九頁。Newspaper

Reasonsforusing - senseofimmediacy

- flexibility

- massreachortargetedreach

Limitations - hightotalcost

- clutteredadvertisingenvironment

-lessproductionquality 報(bào)刊

-強(qiáng)項(xiàng) -有新聞重要性 -靈活 -大眾化,也可有選擇性 -弱點(diǎn) -費(fèi)用大 -復(fù)雜的 -質(zhì)量略差Beyondthenumbers質(zhì)量比較第二十六頁，共五十九頁。Beyondthenumbers質(zhì)量比較Magazines

Reasonsforusing - finecolourreproduction

- longerlifespan

- higherpass-alongreadership - targetedreach Limitations - lackofimmediacy - slowbuildingofreach雜志 -強(qiáng)項(xiàng) -印刷精美 -長(zhǎng)的廣告生命力 -目標(biāo)受眾集中 -弱點(diǎn) -效力緩慢第二十七頁，共五十九頁。Beyondthenumbers質(zhì)量比較

Radio

Reasonsforusing - lowcost - targetedreach - flexibility Limitations - audioonly - lackofmasscoverage - clutteredadvertisingenvironment

電臺(tái) 強(qiáng)項(xiàng) - 費(fèi)用便宜

- 目標(biāo)受眾集中

- 靈活性 弱點(diǎn) - 沒有視覺效應(yīng)

- 覆蓋面淺第二十八頁，共五十九頁。Outdoor(MTR/billboards/neonsignetc)

Reasonsforusing - widecoverage - attentive - flexibility - around-the-clockexposure Limitations - highcostforimpact - limitedtosimplemessages - spaceavailability

戶外

強(qiáng)項(xiàng) - 覆蓋面廣

- 受注意的

- 靈活性

-

弱點(diǎn) - 費(fèi)用不便宜

- 不可用復(fù)雜的廣告內(nèi)容

- 不容易找到黃金位置Beyondthenumbers質(zhì)量比較第二十九頁，共五十九頁。Mediamix媒介組合Thebenefitofusingamediamixextendthereachreinforcethemessagepresentdifferentproductfeaturesbasedonthedifferentcharacteristicsofeachmedium 擴(kuò)大覆蓋率加強(qiáng)不同的感染力不同的創(chuàng)意模式第三十頁，共五十九頁。Howtoevaluateamediaplan

怎樣評(píng)估媒介計(jì)劃書Doesyourplanmeetyourmediaobjectives?以媒介提示作為參考標(biāo)準(zhǔn)第三十一頁，共五十九頁。Howtousethemediadata?

怎樣運(yùn)用媒介研究資料第三十二頁，共五十九頁。Competitiveanalysis競(jìng)爭(zhēng)對(duì)手資料Givestrategicinsightsmediafactsandfindingsbutnotmeanbeingfollowersinducethecompetitiveintelligencemediaimpactvsmediaspending供應(yīng)策略性的觀點(diǎn)媒介數(shù)據(jù)但不是說要用后來者對(duì)手策略得到指引媒介效應(yīng)為主，投放價(jià)值為副第三十三頁，共五十九頁。Standardreachcurve

標(biāo)準(zhǔn)到達(dá)率圖表0%10%20%30%40%50%60%70%80%90%100%01002003004005006007008009001000GRP'sReach1+3+第三十四頁，共五十九頁。Certainprinciplesaboutbuildingreach

建立到達(dá)率的規(guī)則ReachgenerallybuildsveryquicklyatfirstAftertime,itbecomesdifficulttoincreasereachIncreasingreachfurthermeansreachinglightTVviewersIncreasingTARPstendstoincreasefrequencyratherthanreach在一個(gè)廣告優(yōu)勢(shì)的初段,建立的速度比較快然后速度放緩覆蓋的范圍開始到達(dá)一些偏遠(yuǎn)的受眾最后,投放的作用主要放在提升收看廣告的頻次.第三十五頁，共五十九頁。Effectivefrequency

有效的收看頻次ThedefinitionThenumberofexposuresyourtargetaudienceneedtoproduceanoptimumresponsefromouradvertisingwithinagivenperiodoftime第三十六頁，共五十九頁。EffectivefrequencyRange

有效的收看頻次范圍ThetheoryThereisaminimumadvertisingexposurelevelforaproduct,belowwhichtherehavenotsufficienteffectontheadvertisinggoalThereisalsoamaximumlevelabovewhichtherehaveeithernofurtherenhancementtotheadgoalorevensignificantdiminishingreturnsMorefocusdeliveryisexpectedwithminimumwastageofresources第三十七頁，共五十九頁。Effectivereach

有效的覆蓋率Thedefinition(%)ofthetargetaudiencewhohavehadtheopportunitytoseethecommercialattheEffectiveFrequency第三十八頁，共五十九頁。Effectivefrequencyrangeoptimalapproach

有效的媒體投放部署0%10%20%30%40%50%60%70%80%90%100%01002003004005006007008009001000GRP'sReach1+3+3-6第三十九頁，共五十九頁。Howtoutilisethemediadata…

怎樣利用媒介研究資料WeeklyAdvertisingAwarenessDataWeeklyMediaDeliveryDataAdvertisingAwarenessSensitivityCorrelationAdvertisingAwarenessDecayFactorsPlanningParameters廣告知名度資料媒介投放資料媒介計(jì)劃考慮知名度與投放關(guān)系知名度衰退速度第四十頁，共五十九頁。OvaltineweeklyawarenessandGRPs

知名度與廣告投放第四十一頁，共五十九頁。Ovaltineawarenesssmoothed

知名度與廣告投放第四十二頁，共五十九頁。Constantdecayfactorof20%givescorrelation

知名度衰退速度第四十三頁，共五十九頁。WhilePanadolhasadecayfactorofonly5%

知名度衰退速度第四十四頁，共五十九頁。Howtodotheoptimumplanwithdata…

怎樣做最有效的媒介計(jì)劃書BudgetSalesSeasonalityAdvertisingAwarenessDecayFactorsEffectiveFrequencyParametersGRPsR&FOptimumPlanTodeterminemaximumeffectivenessinspendingstrategyandpattern預(yù)算 季節(jié)‘知名度衰退速度有效頻次收視率/覆蓋/頻次最有效的計(jì)劃書第四十五頁，共五十九頁。Questions問題第四十六頁，共五十九頁。Questions問題ATVcampaigndelivers500GRPsandreaches74%ofallpeople.Whatistheaveragefrequencyofexposure(OTS)totheadvertisingamongstpeoplewhowereexposedtoit?在一個(gè)電視廣告攻勢(shì)里,如果可以得到500收視點(diǎn),74%的覆蓋率,請(qǐng)問目標(biāo)受眾收看的平均頻次有多少?第四十七頁，共五十九頁。QuestionsandAnswers答案ATVcampaigndelivers500GRPsandreaches74%ofallpeople.Whatistheaveragefrequencyofexposure(OTS)totheadvertisingamongstpeoplewhowereexposedtoit?6.76

第四十八頁，共五十九頁。Questions問題ATVcampaignisboughtagainstatargetaudienceofpeople15to35andaneffectivefrequencycriteriaof3to6.Themaximumpossiblereachforthetargetaudienceseeingtheadvertisingbetween3and6timesisachievedat350GRPs.Whathappenstothisreachifyoubuyafurther200GRPs?在一個(gè)電視廣告攻勢(shì)里,設(shè)定有效的收看頻次范圍3-6,假如這個(gè)范圍在350收視點(diǎn)時(shí)出現(xiàn),再投放多200個(gè)視點(diǎn)的效果會(huì)是什么?第四十九頁，共五十九頁。QuestionsandAnswers答案ATVcampaignisboughtagainstatargetaudienceofpeople15to35andaneffectivefrequencycriteriaof3to6.Themaximumpossiblereachforthetargetaudienceseeingtheadvertisingbetween3and6timesisachievedat350GRPs.Whathappenstothisreachifyoubuyafurther200GRPs?The3-6reachwillgodownbecausetherewillbemorepeopleexposedtomorethan6impactsforeveryincrementalGRPthanpeoplegoingfrom2to3exposures

覆蓋率的圖線會(huì)下降第五十頁，共五十九頁。Questions問題Yourclientmanufactureseyeglasses.HeasksyoutoprepareaTVmediaplanandadvisesyouthatthetargetaudienceis“peoplewithbadeyesight”.What’swrongwiththat?假如你有一個(gè)做眼鏡的客戶,他要求提供一份媒介計(jì)劃書,而目標(biāo)受眾是設(shè)定“有視覺問題的觀眾”. 請(qǐng)問以上邏輯有何不對(duì)?第五十一頁，共五十九頁。QuestionsandAnswers答案Yourclientmanufactureseyeglasses.HeasksyoutoprepareaTVmediaplanandadvisesyouthatthetargetaudienceis“peoplewithbadeyesight”.What’swrongwiththat?Badeyesightisnotavalidtargetaudiencedefinitionbecauseitisageneticphysicalcharacteristicdistributedrandomlythroughthepopulationwhichdoesnoteffectmediaconsumptionorlifestyle.TheargumentthattheycannotseetheTVisnogoodsincemostpeoplewithproblemvisionwearglassesalreadybutmaywellbeinthemarketforanewersmarterpair

“有視覺問題的觀眾”不是媒介設(shè)定目標(biāo)受眾的范疇第五十二頁，共五十九頁。Questions問題YouareaskedtoprepareananalysislookingattheeffectsofmediainvestmentonyourFMCGclient’sbusinessoverthelastfiveyears.Youhavevarioussetsofdatatoanalyse.Whichofthefollowingcorrelationsislikelytobethestrongestandwhy?

MediaSpend vs Sales ShareofVoice vs MarketShare UnaidedAd.Awareness vs GRPs GRPs vs Volumesales PromptedBrandAwarenessvs MarketShare假如要分析以下相關(guān)的媒介研究資料，誰是最有密切關(guān)聯(lián)。 媒介投放 與 銷量 媒介占有率 與 市場(chǎng)占有率 知名度 與 毛收視點(diǎn) 毛收視點(diǎn) 與 銷量 知名度 與 市場(chǎng)占有率第五十三頁，共五十九頁。QuestionsandAnswers答案YouareaskedtoprepareananalysislookingattheeffectsofmediainvestmentonyourFMCGclient’sbusinessoverthelastfiveyears.Youhavevarioussetsofdatatoanalyse.Whichofthefollowingcorrelationsislikelytobethestrongestandwhy?

MediaSpend vs Sales ShareofVoice vs MarketShare

*UnaidedAd.Awareness vs GRPs* GRPs vs Volumesales Prompt