实力传播-媒介简报.ppt

Overall Media Process 媒 介 简 报,June 21,2002,Table of contents 提 案 内 容,Recap of basic media terminologyMedia role in the process of communication planbegin with media briefHow to determine objective and strategyMedia selection and mixHow to utilise the media data总 结 一 些 主 要 媒 介 用 词媒 介 的 角 色由 媒 介 的 提 示 开 始怎 样 决 定 媒 介 目 标 及 策 略媒 介 选 择 及 组 合怎 样 有 效 利 用 媒 介 资 料,Recap of basic media terminology 媒 介 用 词,Target Audience Rating Point(TARPs or TVR)example400,000 target audience watched the TVC1,687,000 total target population=23.7 TVR or TARPs目 标 受 众 收 视 点,Recap of basic media terminology媒介用词,Gross Rating Points(GRPs)is the summation of TARPs of a specified campaignthe number of target audience impacts generated by a defined burst of advertising expressed as a percentage of the target audience universe毛 收 视 点 是 目 标 受 众 收 视 点 的 总 和,Spot 1,Spot 2,Duplication of spot 1&2,Recap of basic media terminology媒介用词,Reach example到 达 率,Recap of basic media terminology媒介用词,Average Frequency exampleA one-week schedule with 144 GRPs&61%reach,the average frequency is:144 GRPs-=2.4 Ave.frequency61%Reach平 均 收 看 频 次,Recap of basic media terminology媒介用词,CPRP(Cost Per Rating Point)The cost required to reach one percent of the target audience每 收 视 点 的 价 值,Recap of basic media terminology媒介用词,CPM(Cost per thousand)The cost required to reach each thousand of target audience每 千 人 的 价 值,Four Ps in marketing process 市 场 策 略 的 4 个P,The role of advertising in the marketing process 广 告 担 当 的 角 色,Marketing Mix:Four Psi.The Product ii.The Price of that productiii.The Place where the product would be soldiv.The Promotion activities that will facilitate or induce a consumer to buy the producti.产 品ii.价 格iii.销 售 渠 道iv.广 告 及 推 广,The role of media in the advertising process 媒 介 担 当 的 角 色,Media is equally important the creative if not more thanThe greatest creative copy needs a right media vehicle to deliver to the right people,at the right time,at the right level跟 广 告 创 意 同 等 地 位广 告 创 意 的 传 达，有 赖 正 确 的 渠 道，目 标 受 众 及 有 效 频 次 和 适 当 时 间。,Media planning is 媒 体 策 划 要 考 虑.,How many prospects do I need to reach?(Reach)In which medium should I place my ads?(Media choice)How many times should prospects see each ad?(Frequency)In which months should ads appear?(Seasonality)In which markets should ads appear?(Geographically)How much money should be spent in each medium?(Media weight)到达率媒 体选 择广告收看频次季节性广 告 预 算.,Media planning process 媒 介 策 划 流 程,Media BriefFormulation of Media Objectives&StrategyDrawing of the Preliminary Media PlanDetailed Media Plan and buying媒 介 提 示确 定 媒 介 目 标 及 策 略媒 介 计 划 表执 行 购 买 工 作,Media Briefing 媒 介 提 示,A good media plan starts with a good media briefA good media brief helps toset directionprioritise focusstimulate media creativityA good media brief should becomprehensive&clearsupported with figures if possiblelogical好 的 媒 介 提 案 从 媒 介 提 示 开 始媒 介 提 示 可 以 帮 助确 定 方 向编 排 重 要 性提 高 创 意同 时 具 备详 细 及 清 晰 资 料有 数 据 支 持合 逻 辑 的,Essential information of a media brief 总 结 有 以 下 主 要 内 容,The Six Ws 1.HoWMarketing ObjectivesAdvertising Objectives六个W市 场 目 标广 告 目 标,Essential information of a media brief总结有以下主要内容,2.WhereConsumption locationsSales by regions/markets主 要 销 售 场 所区 域 销 售 分 布,Essential information of a media brief总结有以下主要内容,3.WhatProduct informationBrand awarenessBrand share/Market penetrationMedia Budget/Production budgetWhat are the creative materials产 品 资 料产 品 知 名 度产 品 市 场 占 有 率媒 介 预 算创 作 概 念,Essential information of a media brief总结有以下主要内容,4.WhoTarget consumerSource of businessKey competitors目 标 受 众销 售 来 源主 要 竞 争 对 手,Essential information of a media brief总结有以下主要内容,5.WhenSeasonalityProduct life cyclePurchase time/usage timeCampaign period/fiscal year季 节产 品 寿 命购 买 周 期广 告 推 广 周 期,Essential information of a media brief总结有以下主要内容,6.Whymaintain a critical mindgive thoughts合 理 性 的侧 面 创 意,Media Objective 媒 介 目 标,What do we want to achieve?Factors for consideration Marketing objectivesAdvertising objectivesBudget limitationsCreative implicationsCompetitive strategy主 要 考 虑:市 场 目 标广 告 目 标广 告 预 算创 意 启 示竞 争 对 手 表 现,Media Strategy 媒 介 策 略,How do we achieve the set objective(s)?Media SelectionMedia MixBuying Strategy怎 样 达 到 媒 介 目 标媒 介 选 择媒 介 组 合购 买 策 略,Media selection is based on 媒 介 选 择,Comparison by NumbersBeyond the Numbers数 据 比 较质 量 比 较,Comparison by numbers 数 据 比 较,Coverage capabilitythe higher target penetration,the least the wastageCost EfficiencyThe medium providing the highest coverage may not be necessarily the one with the best cost efficiency.The cost efficiency comparison is an important criteria to suggest a second or third medium to be included as part of the media mix to improve the overall efficiency of the schedule覆 盖 能 力媒 介 有 效 值,Television Reasons for using-dynamic product demonstration-mass coverage-cost efficiencyLimitations-high total cost-short life messages-cluttered advertising environment电 视-强 项-生 动，有 感 染 力-大 众 化-有 效-弱 点-广 告 费 用 大-短 暂 的-复 杂 的,Beyond the numbers 质 量 比 较,Newspaper Reasons for using-sense of immediacy-flexibility-mass reach or targeted reachLimitations-high total cost-cluttered advertising environment-less production quality报刊-强项-有新闻重要性-灵活-大众化,也可有选择性-弱点-费用大-复杂的-质量略差,Beyond the numbers 质量比较,Beyond the numbers 质量比较,Magazines Reasons for using-fine colour reproduction-longer life span-higher pass-along readership-targeted reachLimitations-lack of immediacy-slow building of reach杂志-强项-印刷精美-长的广告生命力-目标受众集中-弱点-效力缓慢,Beyond the numbers 质量比较,RadioReasons for using-low cost-targeted reach-flexibilityLimitations-audio only-lack of mass coverage-cluttered advertising environment 电 台 强 项-费 用 便 宜-目 标 受 众 集 中-灵 活 性 弱 点-没 有 视 觉 效 应-覆 盖 面 浅,Outdoor(MTR/billboards/neon sign etc)Reasons for using-wide coverage-attentive-flexibility-around-the-clock exposureLimitations-high cost for impact-limited to simple messages-space availability 户 外 强 项-覆 盖 面 广-受 注 意 的-灵 活 性-弱 点-费 用 不 便 宜-不 可 用 复 杂 的 广 告 内 容-不 容 易 找 到 黄 金 位 置,Beyond the numbers 质量比较,Media mix 媒 介 组 合,The benefit of using a media mixextend the reachreinforce the messagepresent different product features based on the different characteristics of each medium 扩 大 覆 盖 率 加 强 不 同 的 感 染 力 不 同 的 创 意 模 式,How to evaluate a media plan 怎 样 评 估 媒 介 计 划 书,Does your plan meet your media objectives?以 媒 介 提 示 作 为 参 考 标 准,How to use the media data?怎 样 运 用 媒 介 研 究 资 料,Competitive analysis 竞 争 对 手 资 料,Give strategic insightsmedia facts and findingsbut not mean being followersinduce the competitive intelligencemedia impact vs media spending供 应 策 略 性 的 观 点 媒 介 数 据 但 不 是 说 要 用 后 来 者 对 手 策 略 得 到 指 引 媒 介 效 应 为 主，投 放 价 值 为 副,Standard reach curve标准到达率图表,0%,10%,20%,30%,40%,50%,60%,70%,80%,90%,100%,0,100,200,300,400,500,600,700,800,900,1000,GRPs,Reach,1+,3+,Certain principles about building reach建立到达率的规则,Reach generally builds very quickly at firstAfter time,it becomes difficult to increase reachIncreasing reach further means reaching light TV viewersIncreasing TARPs tends to increase frequency rather than reach在一个广告优势的初段,建立的速度比较快然后速度放缓覆盖的范围开始到达一些偏远的受众最后,投放的作用主要放在提升收看广告的频次.,Effective frequency有效的收看频次,The definitionThe number of exposures your target audience need to produce an optimum response from our advertising within a given period of time,Effective frequency Range有效的收看频次范围,The theoryThere is a minimum advertising exposure level for a product,below which there have not sufficient effect on the advertising goalThere is also a maximum level above which there have either no further enhancement to the ad goal or even significant diminishing returnsMore focus delivery is expected with minimum wastage of resources,Effective reach有效的覆盖率,The definition(%)of the target audience who have had the opportunity to see the commercial at the Effective Frequency,Effective frequency range optimal approach有效的媒体投放部署,0%,10%,20%,30%,40%,50%,60%,70%,80%,90%,100%,0,100,200,300,400,500,600,700,800,900,1000,GRPs,Reach,1+,3+,How to utilise the media data 怎样利用媒介研究资料,Weekly AdvertisingAwareness Data,Weekly MediaDelivery Data,Advertising AwarenessSensitivity Correlation,Advertising AwarenessDecay Factors,PlanningParameters,广告知名度资料媒介投放资料媒介计划考虑知名度与投放关系知名度衰退速度,Ovaltine weekly awareness and GRPs知名度与广告投放,Ovaltine awareness smoothed知名度与广告投放,Constant decay factor of 20%gives correlation知名度衰退速度,While Panadol has a decay factor of only 5%知名度衰退速度,How to do the optimum plan with data 怎样做最有效的媒介计划书,Budget,GRPsR&F,OptimumPlan,To determine maximum effectiveness in spending strategy and pattern,预算季节知名度衰退速度有效频次收视率/覆盖/频次最有效的计划书,Questions 问题,Questions 问题,A TV campaign delivers 500 GRPs and reaches 74%of all people.What is the average frequency of exposure(OTS)to the advertising amongst people who were exposed to it?在一个电视广告攻势里,如果可以得到500收视点,74%的覆盖率,请问目标受众收看的平均频次有多少?,Questions and Answers 答案,A TV campaign delivers 500 GRPs and reaches 74%of all people.What is the average frequency of exposure(OTS)to the advertising amongst people who were exposed to it?6.76,Questions 问题,A TV campaign is bought against a target audience of people 15 to 35 and an effective frequency criteria of 3 to 6.The maximum possible reach for the target audience seeing the advertising between 3 and 6 times is achieved at 350 GRPs.What happens to this reach if you buy a further 200 GRPs?在一个电视广告攻势里,设定有效的收看频次范围3-6,假如这个范围在350收视点时出现,再投放多200个视点的效果会是什么?,Questions and Answers 答案,A TV campaign is bought against a target audience of people 15 to 35 and an effective frequency criteria of 3 to 6.The maximum possible reach for the target audience seeing the advertising between 3 and 6 times is achieved at 350 GRPs.What happens to this reach if you buy a further 200 GRPs?The 3-6 reach will go down because there will be more people exposed to more than 6 impacts for every incremental GRP than people going from 2 to 3 exposures 覆 盖 率 的 图 线 会 下 降,Questions 问题,Your client manufactures eye glasses.He asks you to prepare a TV media plan and advises you that the target audience is“people with bad eyesight”.Whats wrong with that?假如你有一个做眼镜的客户,他要求提供一份媒介计划书,而目标受众是设定“有视觉问题的观众”.请问以上逻辑有何不对?,Questions and Answers 答案,Your client manufactures eye glasses.He asks you to prepare a TV media plan and advises you that the target audience is“people with bad eyesight”.Whats wrong with that?Bad eyesight is not a valid target audience definition because it is a genetic physical characteristic distributed randomly through the population which does not effect media consumption or lifestyle.The argument that they cannot see the TV is no good since most people with problem vision wear glasses already but may well be in the market for a newer smarter pair“有 视 觉 问 题 的 观 众”不 是 媒 介 设 定 目 标 受 众 的 范 畴,Questions 问题,You are asked to prepare an analysis looking at the effects of media investment on your FMCG clients business over the last five years.You have various sets of data to analyse.Which of the following correlations is likely to be the strongest and why?Media Spend vs SalesShare of Voice vs Market ShareUnaided Ad.Awareness vs GRPsGRPs vs Volume salesPrompted Brand Awareness vs Market Share假 如 要 分 析 以 下 相 关 的 媒 介 研 究 资 料，谁 是 最 有 密 切 关 联。媒 介 投 放 与 销 量 媒 介 占 有 率 与 市 场 占 有 率 知 名 度 与 毛 收 视 点 毛 收 视 点 与 销 量 知 名 度 与 市 场 占 有 率,Questions and Answers 答案,You are asked to prepare an analysis looking at the effects of media investment on your FMCG clients business over the last five years.You have various sets of data to analyse.Which of the following correlations is likely to be the strongest and why?Media Spend vs SalesShare of Voice vs Market Share*Unaided Ad.Awareness vs GRPs*GRPs vs Volume salesPrompted Brand Awareness vs Market ShareThere is a direct causal effect between the amount of advertising people see and the extent to which it is remembered.All the other relationships are on other factors in the marketing mix and thus less likely to yield a strong correlation and may not be causally related.知 名 度 与 收 视 点,Questions 问题,Your clients product has a 10%share of market in January 1999.His objective is to increase that share to 25%by January 2000.Assuming the product category volume remains the same,what constant monthly share increase will be needed to achieve this objective?你 的 客 户 有10 市 场 占 有 率，他 们 希 望 一 年 后 可 以 提 升 到25，假 设 竞 争 环 境 不 变，而 客 户 产 品 每 月 保 持 一 样 的 增 长 速 度，请 问 这 个 增 长 速 度 是 什 么？,Questions and Answers 答案,Your clients product has a 10%share of market in January 1999.His objective is to increase that share to 25%by January 2000.Assuming the product category volume remains the same,what constant monthly share increase will be needed to achieve this objective?Its compound interest.The answer is 7.9348%.Anything close gets the marks 这 是 个 复 合 累 积 利 率 的 计 算，答 案 是 7.9348。,Questions and Answers 答案,Thank You,青苹果出品 必属精品http:/,囊括2007-2010几十G地产策划资料/企业管理人力资源全套/品牌策划资料/行业分析报告/PPT模板等。,