媒介简报知识

Slide Title,Body Text,Second Level,Third Level,Fourth Level,Fifth Level,Overall Media Process 媒 介 简 报,June 21, 1999,Table of contents,提 案 内 容,Recap of basic media terminology,Media role in the process of communication plan,begin with media brief,How to determine objective and strategy,Media selection and mix,How 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 TVC,1,687,000 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 campaign,the 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,REACH,Recap of basic media terminology,媒介用词,Average Frequency,example,A one-week schedule with 144,GRPs,& 61% reach, the average frequency is :,144,GRPs,-= 2.4 Ave. frequency,61% 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,Promotion,促 销,Price,价 格,Four Ps in marketing process,市 场 策 略 的 4 个,P,Product,产 品,Place,地 点,The role of advertising in the marketing process,广 告 担 当 的 角 色,Marketing Mix : Four Ps,i.The Product,ii.The Price of that product,iii.The Place where the product would be sold,iv.The,Promotion,activities that will facilitate or,induce a consumer to buy the product,i.,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 than,The 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 Brief,Formulation of Media Objectives & Strategy,Drawing of the Preliminary Media Plan,Detailed 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 brief,A good media brief helps to,set direction,prioritise focus,stimulate media creativity,A good media brief should be,comprehensive & clear,supported with figures if possible,logical,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,W,s,1.Ho,W,Marketing Objectives,Advertising 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.,W,here,Consumption locations,Sales 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.,W,hat,Product information,Brand awareness,Brand share/Market penetration,Media Budget/Production budget,What 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.,W,ho,Target consumer,Source of business,Key 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.,W,hen,Seasonality,Product life cycle,Purchase time/usage time,Campaign 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.,W,hy,maintain a critical mind,give 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 objectives,Advertising objectives,Budget limitations,Creative implications,Competitive 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 Selection,Media Mix,Buying 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 Numbers,Beyond the Numbers,数 据 比 较,质 量 比 较,Comparison by numbers,数 据 比 较,Coverage capability,the higher target penetration, the least the wastage,Cost Efficiency,The 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 efficiency,Limitations,-,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 reach,Limitations,-,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 reach,Limitations-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,Radio,Reasons for using-low cost,-targeted reach,-flexibility,Limitations-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 exposure,Limitations-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 mix,extend the reach,reinforce the message,present 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 insights,media facts and findings,but not mean being followers,induce the competitive intelligence,media 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 first,After time, it becomes difficult to increase reach,Increasing reach further means reaching light TV viewers,Increasing,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 definition,The 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 theory,There is a minimum advertising exposure level for a product, below which there have not sufficient effect on the advertising goal,There is also a maximum level above which there have either no further enhancement to the ad goal or even significant diminishing returns,More 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+,3-6,How to utilise the media data ,怎样利用媒介研究资料,Weekly Advertising,Awareness Data,Weekly Media,Delivery Data,Advertising Awareness,Sensitivity Correlation,Advertising Awareness,Decay Factors,Planning,Parameters,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,Sales,Seasonality,Advertising,Awareness,Decay Factors,Effective,Frequency,Parameters,GRPs,R&F,Optimum,Plan,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 Sales,Share of Voice vs Market Share,Unaided Ad. Awareness vs GRPs,GRPs vs Volume sales,Prompted 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 Sales,Share of Voice vs Market Share,*Unaided Ad. Awareness vs GRPs*,GRPs vs Volume sales,Prompted Brand Awareness vs Market Share,There 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,