媒体基本实战技巧

2 台湾媒体环境的诡谲多变, 让媒体人头晕目眩, 让广告人雾里看花会喘.But免惊 ! 3 与其站在门外不如进得门里瞧瞧 5 JTo familiarize you with the basic concepts and terminology used in mediaJTo demonstrate how terms can be applied to media planning 6 JAudience & TargetJMedia MixJRatingJSOV & SO$JGRPJGIJCPRP & CPMJHUT & PUTJShare JTV DaypartJReach & FrequencyJReach CurveJEffective Reach & FrequencyJSchedulingJReach Pattern 7 - Circulation- Primary readers,Pass-along readers & Readership- Readers per copy- Split-run - ROS (run of schedule)- Zipping & Zapping- Back to back &Roadblocks 8 JThe number of Target individuals or households likely to be exposed to a media vehicle. It could be- Households viewing a TV program in the average minute- Persons listening to a Radio station during a certain quarter hour- Readers of an average issue of a special MG or NP 9 JThe audience that you want to see your advertising message- Usually defined by age and gender- For example :For Oil of Olay : Female 20-39For H&S : M&F 15-49 10 - The value of each medium must be considered regarding its ability to achieve the overall objective- Factors to be considered :* Amount of use by target* Potential Reach vs Frequency* Communication strengthens/weakness* Competitive use * Clutter* Cost * Creative 11 JThe audience expressed as the percent of a universe- Reported by syndicated sources- Whenever the term rating is used, the universe must be clearly understood- For example : If 26% of all Female 15-39 in Taiwan watched TTV Evening News, this program would have a 26 rating. 12 JSOV : Percent of total advertising spending or weight within a product category that is held by a particular brand at a given timee.g. Brand TARPSOVOlay 5,000 50%Ponds 4,000 40%Others 1,000 10%Total 10,000 100% 13 - Total number of exposures against a target audience expressed as a percent- 1 GRP = 1 % of universe- Dont look at audience duplication- GRP is a measure of the heaviness of the campaign- Other commonly used terms : TRP (Target Rating Point) & TARP (Target Audience Rating Point) 14 JAdditive across programsProgram Female 20-39TTV Evening News 25CTV Drama Serials 20CTS Foreign Film 2065 GRPsJEach of above shows achieved an individual rating and combined, the schedule delivered 65 GRP with an avg. rating of 21.6 for a program in the schedule. 15 JThousands of viewers of a given program that are in your target audience, also known as impressions- The summation of the number of people reached by the campaign. So,Thousands (impressions) = Rating x Universe- Gross impressions, like GRP, is the sum of all the impressions, or (000)Program F20-39 Universe # Viewers(000)TTV News 20% 4,000,000 800,000 16 JCost of a spot or total package delivered by the GRP received- Used to measure rating points in relation to dollar investmentProgram Cost/10 GRP/F20-39 CPRCTV News 30,000 15 2,000 17 JCost of a spot or total package divided by the thousands (000) of viewers in your target audience- The dollar figure used to evaluate the relative costs of various media within selected audience- Used to compare the efficiency of reaching your target among different programs or vehicleMedia Vehicle Unit Cost F20-39(000) CPMTV(Top 50 avg.) 90,000 612.5 $146.94MG (Top 10 avg.) 60,000 497.0 $124.20 18 JThe number of TV household or persons in those household with TV sets on at the time being measured- Shows how much TV usage occurs at a particular time- Are remarkable predictable 19 JDivides the day into clusters of hours with similar viewers- 06:30 am - 14:00 pm : daytime- 14:00 pm - 19:00 pm : early fringe- 19:00 pm - 22:00 pm : prime time- 22:00 pm - 24:00 pm : late fringe 20 JThe unduplicated number of households or persons exposed at least once to an advertisement or advertising schedule- A person/household is only counted once even if exposed two or more times (1+ net reach)- Key element - net or unduplicated number of people exposed- Important in determining advertising effectiveness 21 JThe average number of times a household or person exposed to an advertisement or advertising schedule in a given period of time- Key element - average no. of times exposed- Some will see more than others but, to be reached, one must see the ad at least once- Usually are concerned with average frequency- Important in determining advertising effectiveness 22 JGRP = Reach x FrequencyF20-39 = Reach x Avg. Frequency400 GRP = 80% x 5Viewers countedonce % Average no. of times they viewed 23 JFor example1+ 80% 1 5%2+ 75% 2 25%3+ 50% 3 2%4+ 48% 4+ 48%1+ 80% 24 JPrinciples about how reach builds- Reach generally builds very quickly at first- Over time, it becomes difficult to increase reach because you have already reached the frequent media users- Increasing GRP tends to increase frequency while reach increases at a slow rate(see next page for the example) 25 JThe amount of frequency or repetition necessary for advertisements to be effective- Three bit theory by Herbert Krugman1st bit : What is it ?2nd bit : What about it ?3rd bit : I know it.(complex message needs higher frequency) 26 JThe percent of a target audience exposed to an advertising within a range of times sufficient to produce a positive change (e.g. build awareness, image, strengthen perception.)Frequency % Reached at each frequency level1+ 60%2+ 40%3+ 20% (effective reach is 20% at 3+)4+ 5% 27 JA pattern of times when advertising will appear before the consumeryFactors need consideration when developing scheduling strategiesxSeasonalityxPurchase cyclexBrand awarenessxCompetitive activityxPromotional event xBudget 28 JContinuity - Even and continuous advertising supportJProvides an on-going presence for the product with the consumer week after weekyThe ads work as a reminderyEntire purchase cycle is coveredyReach consumers both when they are purchasing and when they are notyRealistic only for large budgets 29 JFlighting - Advertising schedule separated by hiatuses of no advertising supportJCan break through competitive noise by concentrating advertising at higher levels during fewer weeksyStretch limited budgetsyProvide higher awareness levels during on-air periodyMaximize impact when on-airyTime your advertising according to the seasonality 30 JPulsing - Consistent support with varying weight levelsJProvides higher concentrations of weight at scheduled intervalsJCan be accomplished by :yScheduling base weight and heavy-up the same mediumyScheduling base weight for one medium and heavy up on a different mediumyAlternating media yCoordinating bursts with promotions 31 Reach Pattern - BlitzJ全面攻击闪电战Start 1 YrPlanning PeriodReach Expenditure Pattern: 32 Reach Pattern - BlitzJThe ideal pattern for a new product or service, if you can afford it, consists of a “blitz” of continuous advertising for the first year. JBut, it is virtually impossible to over-advertise a new product or service during its introduction. The blitz pattern will maximize the first-mover advantage if your brand is the first in the category.JHowever, It appears that blitz level spending is also necessary if a later-entering brand hopes to overtake the market leader. 33 Reach Pattern - BlitzJImportant Note :yThe advertiser will need a fairly large “pool” of advertising executions, built around the same positioning strategy, to prevent advertising wearout.yFor informational products, a resonably safe estimate is 2 4 executions. yFor transformational products, where ad likability is relevant, 4 6 executions may be needed to sustain a blitz.yFor introductory promotions, to gain trial, would usually occur only for the first six months because that is the length of time for which a product or service can legally use the description “new”. 34 Reach Pattern - WedgeJ契形分裂Start 1 YrPlanning PeriodReach Expenditure Pattern: 35 Reach Pattern - WedgeJThe wedge pattern can be considered as an alternative to a blitz when launching a regularly-purchased product or service. JNot only high reach but heavy frequency is needed initially to create brand awareness for the new product and to enable prospective triers to learn the new products benefits (informational advertising) or acquire its intended image (transformational advertising) 36 yNo. of copies of publication sold or distributedyReaders who didnt purchase their own copy of a publication but read the copy of someone elseyBoth primary and pass-along readersyAverage no. of readers of a publication per copy of circulation 37 yRun of Press refers to positions in a magazine or newspaper where the ad is placed where the publication choosesyDivide the circulation of a publication into groups that will receive different editorial and/or advertising 38 yBroadcast media where units or a schedule may appear at any time in the schedule of the stationyUsing a remote control device to skip ahead of commercial or to change TV channelsyTwo or more commercials run one immediately following the otheryPurchasing commercials on several stations during the same commercial break (which is the best for Reach)