廣告媒介-媒體基本實戰(zhàn)技巧2課件

媒體基本實戰(zhàn)技巧Preparedby:VickyHsuehFebruary3rd,1999

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媒體基本實戰(zhàn)技巧Preparedby:VickyHsu1臺灣媒體環(huán)境的詭譎多變,讓媒體人頭暈目眩,讓廣告人霧里看花會喘ㄜ….But免驚!

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臺灣媒體環(huán)境的詭譎多變,會喘ㄜ….與其站在門外 不如進得門里瞧瞧

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全方位資料下載THEBASICMEDIATERMINOLOGY

~WILLHELPYOUGETINTOMEDIATERRITORY

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THEBASICMEDIATERMINOLOGY

~4PURPOSETofamiliarizeyouwiththebasicconceptsandterminologyusedinmediaTodemonstratehowtermscanbeappliedtomediaplanningPURPOSETofamiliarizeyouwithBASICMEDIATERMSINTERPRETATION&USEAudience&TargetMediaMixRatingSOV&SO$GRPGICPRP&CPMHUT&PUTShareTVDaypartReach&FrequencyReachCurveEffectiveReach&FrequencySchedulingReachPatternBASICMEDIATERMSINTERPRETATIGENERALTERMSPRINT - Circulation - Primaryreaders, Pass-along readers &Readership - Readerspercopy - Split-runTV - ROS

(runofschedule) - Zipping&Zapping - Backtoback& RoadblocksGENERALTERMSPRINTTVAudienceThenumberofTargetindividualsorhouseholdslikelytobeexposedtoamediavehicle.Itcouldbe - HouseholdsviewingaTVprograminthe averageminute - PersonslisteningtoaRadiostationduring acertainquarterhour - Readersofanaverageissueofaspecial MGorNPAudienceThenumberofTargetiTARGETTheaudiencethatyouwanttoseeyouradvertisingmessage - Usuallydefinedbyageandgender - Forexample: ForOilofOlay:Female20-39 ForH&S:M&F15-49TARGETTheaudiencethatyouwaMEDIAMIXUsemorethanonemediumtoreachtarget - Thevalueofeachmediummustbe consideredregardingitsabilitytoachieve theoverallobjective - Factorstobeconsidered:

* Amountofusebytarget * PotentialReachvsFrequency * Communicationstrengthens/weakness * Competitiveuse*Clutter * Cost *CreativeMEDIAMIXUsemorethanonemedRATINGTheaudienceexpressedasthepercentofauniverse - Reportedbysyndicatedsources - Wheneverthetermratingisused,the universemustbeclearlyunderstood - Forexample:If26%ofallFemale15- 39inTaiwanwatchedTTVEvening News,thisprogramwouldhavea26 rating.RATINGTheaudienceexpressedaSOV&SO$SOV:Percentoftotaladvertisingspendingorweightwithinaproductcategorythatisheldbyaparticularbrandatagiventime e.g. Brand TARP SOV Olay 5,000 50% Pond's 4,000 40% Others 1,000 10% Total 10,000 100%SOV&SO$SOV:PercentoftotaGRPThesumofalltheratingpoints - Totalnumberofexposuresagainstatarget audienceexpressedasapercent - 1GRP=1%ofuniverse - Don'tlookataudienceduplication - GRPisameasureoftheheavinessofthe campaign - Othercommonlyusedterms:TRP(Target RatingPoint)&TARP(TargetAudienceRating Point)GRPThesumofalltheratingpGRPAdditiveacrossprograms

Program Female20-39 TTVEveningNews 25 CTVDramaSerials 20 CTSForeignFilm 20 65GRPsEachofaboveshowsachievedanindividualratingandcombined,thescheduledelivered65GRPwithanavg.ratingof21.6foraprogramintheschedule.GRPAdditiveacrossprogramsGI(Thousands)Thousandsofviewersofagivenprogramthatareinyourtargetaudience,alsoknownasimpressions - Thesummationofthenumberofpeople reachedbythecampaign.So,

Thousands(impressions)=RatingxUniverse - Grossimpressions,likeGRP,isthesumofall theimpressions,or(000)

Program F20-39 Universe #Viewers (000)

TTVNews 20% 4,000,000 800,000GI(Thousands)ThousandsofvieCPR/CPP/CPRPCostofaspotortotalpackagedeliveredbytheGRPreceived - Usedtomeasureratingpointsin relationtodollarinvestment

Program Cost/10" GRP/F20-39 CPR CTVNews30,000 15 2,000 CPR/CPP/CPRPCostofaspotorCPM(CostperThousands)Costofaspotortotalpackagedividedbythethousands(000)ofviewersinyourtargetaudience - Thedollarfigureusedtoevaluatetherelative costsofvariousmediawithinselectedaudience - Usedtocomparetheefficiencyofreaching yourtargetamongdifferentprogramsorvehicle

MediaVehicle UnitCost F20-39(000) CPM TV(Top50avg.) 90,000 612.5 $146.94 MG(Top10avg.) 60,000 497.0 $124.20

CPM(CostperThousands)CostofHUT&PUTThenumberofTVhouseholdorpersonsinthosehouseholdwithTVsetsonatthetimebeingmeasured - ShowshowmuchTVusageoccurs ataparticulartime - AreremarkablepredictableHUT&PUTThenumberofTVhousTVDAYPARTSDividesthedayintoclustersofhourswithsimilarviewers - 06:30am-14:00pm:daytime - 14:00pm-19:00pm:earlyfringe - 19:00pm-22:00pm:primetime - 22:00pm-24:00pm:latefringeTVDAYPARTSDividesthedayintREACHTheunduplicatednumberofhouseholdsorpersonsexposedatleastoncetoanadvertisementoradvertisingschedule - Aperson/householdisonlycounted onceevenifexposedtwoormore times(1+netreach) - Keyelement-netorunduplicated numberofpeopleexposed - Importantindeterminingadvertising effectivenessREACHTheunduplicatednumberoFREQUENCYTheaveragenumberoftimesahouseholdorpersonexposedtoanadvertisementoradvertisingscheduleinagivenperiodoftime - Keyelement-averageno.oftimesexposed - Somewillseemorethanothersbut,tobe reached,onemustseetheadatleastonce - Usuallyareconcernedwithaveragefrequency - Importantindeterminingadvertising effectivenessFREQUENCYTheaveragenumberofREACH&FREQUENCYGRP=Reach x Frequency

F20-39 = ReachxAvg.Frequency400GRP=80% x 5Viewerscountedonce%Averageno.oftimestheyviewedREACH&FREQUENCYGRPCALCULATING

REACH&FREQUENCYForexample

Frequency Reach Frequency

Reach 1+ 80% 1 5% 2+ 75% 2 25% 3+ 50% 3 2% 4+ 48% 4+ 48% 1+ 80%CALCULATING

REACH&FREQUENCYFREACHCURVEPrinciplesabouthowreachbuilds - Reachgenerallybuildsveryquicklyat first - Overtime,itbecomesdifficultto increasereachbecauseyouhavealready reachedthefrequentmediausers - IncreasingGRPtendstoincrease frequencywhilereachincreasesata slowrate

(seenextpagefortheexample)REACHCURVEPrinciplesabouthoEFFECTIVEFREQUENCYTheamountoffrequencyorrepetitionnecessaryforadvertisementstobeeffective - "Threebittheory"byHerbertKrugman 1stbit:Whatisit? 2ndbit:Whataboutit? 3rdbit:Iknowit. (complexmessageneedshigherfrequency)EFFECTIVEFREQUENCYTheamountEFFECTIVEREACHThepercentofatargetaudienceexposedtoanadvertisingwithinarangeoftimessufficienttoproduceapositivechange(e.g.buildawareness,image,strengthenperception...)

Frequency

%Reachedateachfrequencylevel

1+ 60% 2+ 40% 3+ 20%(effectivereachis20%at3+) 4+ 5%EFFECTIVEREACHThepercentofSCHEDULINGApatternoftimeswhenadvertisingwillappearbeforetheconsumerFactorsneedconsiderationwhendevelopingschedulingstrategiesSeasonalityPurchasecycleBrandawarenessCompetitiveactivityPromotionaleventBudgetSCHEDULINGApatternoftimeswSCHEDULING-CONTINUITYContinuity-EvenandcontinuousadvertisingsupportProvidesanon-goingpresencefortheproductwiththeconsumerweekafterweekTheadsworkasareminderEntirepurchasecycleiscoveredReachconsumersbothwhentheyarepurchasingandwhentheyarenotRealisticonlyforlargebudgetsSCHEDULING-CONTINUITYContinuSCHEDULING-FLIGHTINGFlighting-AdvertisingscheduleseparatedbyhiatusesofnoadvertisingsupportCanbreakthroughcompetitivenoisebyconcentratingadvertisingathigherlevelsduringfewerweeksStretchlimitedbudgetsProvidehigherawarenesslevelsduringon-airperiodMaximizeimpactwhenon-airTimeyouradvertisingaccordingtotheseasonalitySCHEDULING-FLIGHTINGFlightinSCHEDULING-PULSINGPulsing-ConsistentsupportwithvaryingweightlevelsProvideshigherconcentrationsofweightatscheduledintervalsCanbeaccomplishedby:Schedulingbaseweightandheavy-upthesamemediumSchedulingbaseweightforonemediumandheavyuponadifferentmediumAlternatingmediaCoordinatingburstswithpromotionsSCHEDULING-PULSINGPulsing-ReachPattern-Blitz全面攻擊閃電戰(zhàn)Start1YrPlanningPeriodReachExpenditurePattern:ReachPattern-Blitz全面攻擊閃電戰(zhàn)StReachPattern-BlitzTheidealpatternforanewproductorservice,ifyoucanaffordit,consistsofa“blitz”ofcontinuousadvertisingforthefirstyear.But,itisvirtuallyimpossibletoover-advertiseanewproductorserviceduringitsintroduction.Theblitzpatternwillmaximizethefirst-moveradvantageifyourbrandisthefirstinthecategory.However,Itappearsthatblitzlevelspendingisalsonecessaryifalater-enteringbrandhopestoovertakethemarketleader.ReachPattern-BlitzTheidealReachPattern-BlitzImportantNote:Theadvertiserwillneedafairlylarge“pool”ofadvertisingexecutions,builtaroundthesamepositioningstrategy,topreventadvertisingwearout.Forinformationalproducts,aresonablysafeestimateis2~4executions.Fortransformationalproducts,whereadlikabilityisrelevant,4~6executionsmaybeneededtosustainablitz.Forintroductorypromotions,togaintrial,wouldusuallyoccuronlyforthefirstsixmonthsbecausethatisthelengthoftimeforwhichaproductorservicecanlegallyusethedescription“new”.ReachPattern-BlitzImportantReachPattern-Wedge契形分裂Start1YrPlanningPeriodReachExpenditurePattern:ReachPattern-Wedge契形分裂StartReachPattern-WedgeThewedgepatterncanbeconsideredasanalternativetoablitzwhenlaunchingaregularly-purchasedproductorservice.Notonlyhighreachbutheavyfrequencyisneededinitiallytocreatebrandawarenessforthenewproductandtoenableprospectivetrierstolearnthenewproduct’sbenefits(informationaladvertising)oracquireitsintendedimage(transformationaladvertising)ReachPattern-WedgeThewedgeGENERALTERMSFORPRINTCirculationNo.ofcopiesofpublicationsoldordistributedPass-alongReadersReaderswhodidn'tpurchasetheirowncopyofapublicationbutreadthecopyofsomeoneelseReadershipBothprimaryandpass-alongreadersReaderspercopy(RPC)Averageno.ofreadersofapublicationpercopyofcirculationGENERALTERMSFORPRINTCirculaGENERALTERMSFORPRINTROPRunofPressreferstopositionsinamagazineornewspaperwheretheadisplacedwherethepublicationchoosesSplit-runDividethecirculationofapublicationintogroupsthatwillreceivedifferenteditorialand/oradvertising

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GENERALTERMSFORPRINTROPwww.GENERALTERMSFORTVROS(RunofSchedule)BroadcastmediawhereunitsoraschedulemayappearatanytimeinthescheduleofthestationZIP&ZAPUsingaremotecontroldevicetoskipaheadofcommercialortochangeTVchannelsBacktoBackTwoormorecommercialsrunoneimmediatelyfollowingtheotherRoadblocksPurchasingcommercialsonseveralstationsduringthesamecommercialbreak(whichisthebestforReach)

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GENERALTERMSFORTVROS(Runo媒體基本實戰(zhàn)技巧Preparedby:VickyHsuehFebruary3rd,1999

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媒體基本實戰(zhàn)技巧Preparedby:VickyHsu39臺灣媒體環(huán)境的詭譎多變,讓媒體人頭暈目眩,讓廣告人霧里看花會喘ㄜ….But免驚!

全方位資料下載

臺灣媒體環(huán)境的詭譎多變,會喘ㄜ….與其站在門外 不如進得門里瞧瞧

全方位資料下載

全方位資料下載THEBASICMEDIATERMINOLOGY

~WILLHELPYOUGETINTOMEDIATERRITORY

全方位資料下載

THEBASICMEDIATERMINOLOGY

~42PURPOSETofamiliarizeyouwiththebasicconceptsandterminologyusedinmediaTodemonstratehowtermscanbeappliedtomediaplanningPURPOSETofamiliarizeyouwithBASICMEDIATERMSINTERPRETATION&USEAudience&TargetMediaMixRatingSOV&SO$GRPGICPRP&CPMHUT&PUTShareTVDaypartReach&FrequencyReachCurveEffectiveReach&FrequencySchedulingReachPatternBASICMEDIATERMSINTERPRETATIGENERALTERMSPRINT - Circulation - Primaryreaders, Pass-along readers &Readership - Readerspercopy - Split-runTV - ROS

(runofschedule) - Zipping&Zapping - Backtoback& RoadblocksGENERALTERMSPRINTTVAudienceThenumberofTargetindividualsorhouseholdslikelytobeexposedtoamediavehicle.Itcouldbe - HouseholdsviewingaTVprograminthe averageminute - PersonslisteningtoaRadiostationduring acertainquarterhour - Readersofanaverageissueofaspecial MGorNPAudienceThenumberofTargetiTARGETTheaudiencethatyouwanttoseeyouradvertisingmessage - Usuallydefinedbyageandgender - Forexample: ForOilofOlay:Female20-39 ForH&S:M&F15-49TARGETTheaudiencethatyouwaMEDIAMIXUsemorethanonemediumtoreachtarget - Thevalueofeachmediummustbe consideredregardingitsabilitytoachieve theoverallobjective - Factorstobeconsidered:

* Amountofusebytarget * PotentialReachvsFrequency * Communicationstrengthens/weakness * Competitiveuse*Clutter * Cost *CreativeMEDIAMIXUsemorethanonemedRATINGTheaudienceexpressedasthepercentofauniverse - Reportedbysyndicatedsources - Wheneverthetermratingisused,the universemustbeclearlyunderstood - Forexample:If26%ofallFemale15- 39inTaiwanwatchedTTVEvening News,thisprogramwouldhavea26 rating.RATINGTheaudienceexpressedaSOV&SO$SOV:Percentoftotaladvertisingspendingorweightwithinaproductcategorythatisheldbyaparticularbrandatagiventime e.g. Brand TARP SOV Olay 5,000 50% Pond's 4,000 40% Others 1,000 10% Total 10,000 100%SOV&SO$SOV:PercentoftotaGRPThesumofalltheratingpoints - Totalnumberofexposuresagainstatarget audienceexpressedasapercent - 1GRP=1%ofuniverse - Don'tlookataudienceduplication - GRPisameasureoftheheavinessofthe campaign - Othercommonlyusedterms:TRP(Target RatingPoint)&TARP(TargetAudienceRating Point)GRPThesumofalltheratingpGRPAdditiveacrossprograms

Program Female20-39 TTVEveningNews 25 CTVDramaSerials 20 CTSForeignFilm 20 65GRPsEachofaboveshowsachievedanindividualratingandcombined,thescheduledelivered65GRPwithanavg.ratingof21.6foraprogramintheschedule.GRPAdditiveacrossprogramsGI(Thousands)Thousandsofviewersofagivenprogramthatareinyourtargetaudience,alsoknownasimpressions - Thesummationofthenumberofpeople reachedbythecampaign.So,

Thousands(impressions)=RatingxUniverse - Grossimpressions,likeGRP,isthesumofall theimpressions,or(000)

Program F20-39 Universe #Viewers (000)

TTVNews 20% 4,000,000 800,000GI(Thousands)ThousandsofvieCPR/CPP/CPRPCostofaspotortotalpackagedeliveredbytheGRPreceived - Usedtomeasureratingpointsin relationtodollarinvestment

Program Cost/10" GRP/F20-39 CPR CTVNews30,000 15 2,000 CPR/CPP/CPRPCostofaspotorCPM(CostperThousands)Costofaspotortotalpackagedividedbythethousands(000)ofviewersinyourtargetaudience - Thedollarfigureusedtoevaluatetherelative costsofvariousmediawithinselectedaudience - Usedtocomparetheefficiencyofreaching yourtargetamongdifferentprogramsorvehicle

MediaVehicle UnitCost F20-39(000) CPM TV(Top50avg.) 90,000 612.5 $146.94 MG(Top10avg.) 60,000 497.0 $124.20

CPM(CostperThousands)CostofHUT&PUTThenumberofTVhouseholdorpersonsinthosehouseholdwithTVsetsonatthetimebeingmeasured - ShowshowmuchTVusageoccurs ataparticulartime - AreremarkablepredictableHUT&PUTThenumberofTVhousTVDAYPARTSDividesthedayintoclustersofhourswithsimilarviewers - 06:30am-14:00pm:daytime - 14:00pm-19:00pm:earlyfringe - 19:00pm-22:00pm:primetime - 22:00pm-24:00pm:latefringeTVDAYPARTSDividesthedayintREACHTheunduplicatednumberofhouseholdsorpersonsexposedatleastoncetoanadvertisementoradvertisingschedule - Aperson/householdisonlycounted onceevenifexposedtwoormore times(1+netreach) - Keyelement-netorunduplicated numberofpeopleexposed - Importantindeterminingadvertising effectivenessREACHTheunduplicatednumberoFREQUENCYTheaveragenumberoftimesahouseholdorpersonexposedtoanadvertisementoradvertisingscheduleinagivenperiodoftime - Keyelement-averageno.oftimesexposed - Somewillseemorethanothersbut,tobe reached,onemustseetheadatleastonce - Usuallyareconcernedwithaveragefrequency - Importantindeterminingadvertising effectivenessFREQUENCYTheaveragenumberofREACH&FREQUENCYGRP=Reach x Frequency

F20-39 = ReachxAvg.Frequency400GRP=80% x 5Viewerscountedonce%Averageno.oftimestheyviewedREACH&FREQUENCYGRPCALCULATING

REACH&FREQUENCYForexample

Frequency Reach Frequency

Reach 1+ 80% 1 5% 2+ 75% 2 25% 3+ 50% 3 2% 4+ 48% 4+ 48% 1+ 80%CALCULATING

REACH&FREQUENCYFREACHCURVEPrinciplesabouthowreachbuilds - Reachgenerallybuildsveryquicklyat first - Overtime,itbecomesdifficultto increasereachbecauseyouhavealready reachedthefrequentmediausers - IncreasingGRPtendstoincrease frequencywhilereachincreasesata slowrate

(seenextpagefortheexample)REACHCURVEPrinciplesabouthoEFFECTIVEFREQUENCYTheamountoffrequencyorrepetitionnecessaryforadvertisementstobeeffective - "Threebittheory"byHerbertKrugman 1stbit:Whatisit? 2ndbit:Whataboutit? 3rdbit:Iknowit. (complexmessageneedshigherfrequency)EFFECTIVEFREQUENCYTheamountEFFECTIVEREACHThepercentofatargetaudienceexposedtoanadvertisingwithinarangeoftimessufficienttoproduceapositivechange(e.g.buildawareness,image,strengthenperception...)

Frequency

%Reachedateachfrequencylevel

1+ 60% 2+ 40% 3+ 20%(effectivereachis20%at3+) 4+ 5%EFFECTIVEREACHThepercentofSCHEDULINGApatternoftimeswhenadvertisingwillappearbeforetheconsumerFactorsneedconsiderationwhendevelopingschedulingstrategiesSeasonalityPurchasecycleBrandawarenessCompetitiveactivityPromotionaleventBudgetSCHEDULINGApatternoftimeswSCHEDULING-CONTINUITYContinuity-EvenandcontinuousadvertisingsupportProvidesanon-goingpresencefortheproductwiththeconsumerweekafterweekTheadsworkasareminderEntirepurchasecycleiscoveredReachconsumersbothwhentheyarepurchasingandwhentheyarenotRealisticonlyforlargebudgetsSCHEDULING-CONTINUITYContinuSCHEDULING-FLIGHTINGFlighting-AdvertisingscheduleseparatedbyhiatusesofnoadvertisingsupportCanbreakthroughcompetitivenoisebyconcentratingadvertisingathigherlevelsduringfewerweeksStretchlimitedbudgetsProvidehigherawarenesslevelsduringon-airperiodMaximizeimpactwhenon-airTimeyouradvertisingaccordingtotheseasonalitySCHEDULING-FLIGHTINGFlightinSCHEDULING-PULSINGPulsing-ConsistentsupportwithvaryingweightlevelsProvideshigherconcentrationsofweightatscheduledintervalsCanbeaccomplishedby:Schedulingbaseweightandheavy-upthesamemediumSchedulingbaseweightforonemediumandheavyuponadifferentmediumAlternatingmediaCoordinatingburstswithpromotionsSCHEDULING-PULSINGPulsing-ReachPattern-Blitz全面攻擊閃電戰(zhàn)Start1YrPlanningPeriodReachExpenditurePattern:ReachPattern-Blitz全面攻擊閃電戰(zhàn)StReachPattern-BlitzTheidealpatternforanewproductorservice,ifyoucanaffordit,consistsofa“blitz”ofcontinuousadvertisingforthefirstyear.But,itisvirtuallyimpossibletoover-advertiseanewproductorserviceduringitsintroduction.Theblitzpatternwillmaximizethefirst-moveradvantageifyourbrandisthefirstinthecategory.However,Itappearsthatblitzlevelspendingisalsonecessaryifalater-enteringbrandhopestoovertakethemarketleader.ReachPattern-BlitzTheidealReachPattern-Blitz