广告媒体基本实战技巧英文

按一下以編輯母片標題樣式,按一下以編輯母片本文樣式,第二階層,第三階層,第四階層,第五階層,Ref:TN/MEDIA/JMEDIA1/rc,#,媒体基本实战技巧,Prepared by:Vicky Hsueh,February 3rd,1999,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,!,与其站在门外,不如进得门里瞧瞧,THE BASIC MEDIA TERMINOLOGY WILL HELP YOU GET INTO MEDIA TERRITORY,PURPOSE,To familiarize you with the basic concepts and terminology used in media,To demonstrate how terms can be applied to media planning,BASIC MEDIA TERMS INTERPRETATION&USE,Audience&Target,Media Mix,Rating,SOV&SO$,GRP,GI,CPRP&CPM,HUT&PUT,Share,TV Daypart,Reach&Frequency,Reach Curve,Effective Reach&Frequency,Scheduling,Reach Pattern,GENERAL TERMS,PRINT,-Circulation,-Primary readers,Pass-along readers,&Readership,-Readers per copy,-Split-run,TV,-ROS,(run of schedule),-Zipping&Zapping,-Back to back&,Roadblocks,Audience,The number of Target individuals or households likely to be exposed to a media vehicle.It could be,-Households viewing a TV program in the average minute,-Persons listening to a Radio station during a certain quarter hour,-Readers of an average issue of a special MG or NP,TARGET,The audience that you want to see your advertising message,-Usually defined by age and gender,-For example:,For Oil of Olay:Female 20-39,For H&S:M&F 15-49,MEDIA MIX,Use,more than one medium,to reach target,-The value of each medium must be considered regarding its ability to achieve the overall objective,-Factors to be considered:,*Amount of use by target,*Potential Reach vs Frequency,*Communication strengthens/weakness,*Competitive use *Clutter,*Cost *Creative,RATING,The audience expressed asthepercent ofa universe,-Reportedby syndicatedsources,-Wheneverthetermrating isused,theuniverse must be clearlyunderstood,-Forexample:If26%of allFemale 15-39in Taiwanwatched TTV EveningNews,this programwould have a 26 rating.,SOV&SO$,SOV:Percent of total advertisingspending or weightwithin a product categorythatis held by a particularbrandat agiven time,e.g.,BrandTARPSOV,Olay5,00050%,Ponds4,00040%,Others1,00010%,Total10,000100%,GRP,The sum ofallthe ratingpoints,-Total numberof exposures againsta targetaudienceexpressedas apercent,-1 GRP=1%of universe,-Dont look ataudienceduplication,-GRPis ameasure of theheavinessof thecampaign,-Other commonly used terms:TRP(Target RatingPoint)&TARP(Target Audience RatingPoint),GRP,Additive acrossprograms,ProgramFemale 20-39,TTV Evening News25,CTV DramaSerials20,CTSForeign Film20,65 GRPs,Eachof above showsachieved an individual ratingand combined,the schedule delivered 65GRP with an avg.rating of 21.6 for a program inthe schedule,.,GI(Thousands),Thousandsof viewersof agiven programthatare in your target audience,also knownas,impressions,-,The summation of thenumber ofpeoplereached bythecampaign.So,Thousands(impressions)=Rating xUniverse,-,Grossimpressions,like GRP,is thesumof all the impressions,or(000),ProgramF20-39Universe#Viewers(000),TTV News20%4,000,000800,000,CPR/CPP/CPRP,Costof aspotor total package delivered bythe GRP received,-Used tomeasure ratingpoints inrelationto dollarinvestment,Program Cost/10GRP/F20-39CPR,CTV News30,000152,000,CPM(Cost per Thousands),Costof aspotor total package dividedby the thousands(000)ofviewers in your target audience,-Thedollar figureusedto evaluate therelativecosts of,various media,within selectedaudience,-Used tocompare the efficiency ofreachingyourtarget among,differentprograms or vehicle,MediaVehicleUnit CostF20-39(000)CPM,TV(Top 50avg.)90,000612.5$146.94,MG(Top 10avg.)60,000497.0$124.20,HUT&PUT,The numberof,TV household,or,persons,in those household with TV sets onat the time being measured,-Shows how much TVusageoccurs at a particulartime,-Areremarkable predictable,TV DAYPARTS,Divides the dayintoclustersof hours with similar viewers,-06:30 am-14:00 pm :daytime,-14:00 pm-19:00 pm :earlyfringe,-19:00 pm-22:00 pm :primetime,-22:00 pm-24:00 pm :latefringe,REACH,The unduplicated number of households orpersons exposed atleastonceto an advertisementor advertisingschedule,-A person/householdisonlycountedonceevenif exposedtwoor moretimes(1+net reach),-Keyelement-net or unduplicatednumber of people exposed,-Important indetermining advertisingeffectiveness,FREQUENCY,The average number of times ahouseholdor personexposed toan advertisement oradvertising schedule ina given periodof time,-Keyelement-average no.oftimesexposed,-Some will seemorethanothers but,tobereached,one must see thead at least once,-Usuallyare concerned with average frequency,-Important indetermining advertisingeffectiveness,REACH&FREQUENCY,GRP=Reach,x,Frequency,F20-39=ReachxAvg.Frequency,400 GRP=80%x5,Viewers counted,once%,Average no.of,timestheyviewed,CALCULATINGREACH&FREQUENCY,For example,FrequencyReachFrequencyReach,1+80%15%,2+75%225%,3+50%32%,4+48%4+48%,1+80%,REACHCURVE,Principlesabout howreach builds,-Reachgenerallybuilds very quicklyatfirst,-Over time,itbecomes difficult to increase reach because youhavealreadyreached the frequentmedia users,-Increasing GRP tends toincreasefrequency while reach increases at aslowrate,(seenextpagefor the example