廣告媒介-媒體基本實(shí)戰(zhàn)技巧3

媒體基本實(shí)戰(zhàn)技巧Preparedby:VickyHsuehFebruary3rd,1999臺(tái)灣媒體環(huán)境的詭譎多變,讓媒體人頭暈?zāi)垦?讓廣告人霧里看花會(huì)喘ㄜ….But免驚!與其站在門(mén)外 不如進(jìn)得門(mén)里瞧瞧THEBASICMEDIATERMINOLOGY

~WILLHELPYOUGETINTOMEDIATERRITORY

PURPOSETofamiliarizeyouwiththebasicconceptsandterminologyusedinmediaTodemonstratehowtermscanbeappliedtomediaplanningBASICMEDIATERMSINTERPRETATION&USEAudience&TargetMediaMixRatingSOV&SO$GRPGICPRP&CPMHUT&PUTShareTVDaypartReach&FrequencyReachCurveEffectiveReach&FrequencySchedulingReachPatternGENERALTERMSPRINT - Circulation - Primaryreaders, Pass-along readers &Readership - Readerspercopy - Split-runTV - ROS

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

* Amountofusebytarget * PotentialReachvsFrequency * Communicationstrengthens/weakness * Competitiveuse*Clutter * Cost *CreativeRATINGTheaudienceexpressedasthepercentofauniverse- Reportedbysyndicatedsources- Wheneverthetermratingisused,theuniversemustbeclearlyunderstood- Forexample:If26%ofallFemale15- 39inTaiwanwatchedTTVEveningNews,thisprogramwouldhavea26 rating.SOV&SO$SOV:Percentoftotaladvertisingspendingorweightwithinaproductcategorythatisheldbyaparticularbrandatagiventimee.g.BrandTARPSOVOlay5,000 50%Pond's 4,000 40%Others 1,000 10%Total10,000 100%GRPThesumofalltheratingpoints- Totalnumberofexposuresagainstatargetaudienceexpressedasapercent- 1GRP=1%ofuniverse- Don'tlookataudienceduplication- GRPisameasureoftheheavinessofthecampaign- Othercommonlyusedterms:TRP(Target RatingPoint)&TARP(TargetAudienceRatingPoint)GRPAdditiveacrossprogramsProgramFemale20-39TTVEveningNews 25CTVDramaSerials 20CTSForeignFilm 2065GRPsEachofaboveshowsachievedanindividualratingandcombined,thescheduledelivered65GRPwithanavg.ratingof21.6foraprogramintheschedule.GI(Thousands)Thousandsofviewersofagivenprogramthatareinyourtargetaudience,alsoknownasimpressions-Thesummationofthenumberofpeoplereachedbythecampaign.So,Thousands(impressions)=RatingxUniverse-Grossimpressions,likeGRP,isthesumofall theimpressions,or(000)Program F20-39Universe #Viewers (000)TTVNews20%4,000,000800,000CPR/CPP/CPRPCostofaspotortotalpackagedeliveredbytheGRPreceived- UsedtomeasureratingpointsinrelationtodollarinvestmentProgram Cost/10"GRP/F20-39CPRCTVNews30,000 152,000CPM(CostperThousands)Costofaspotortotalpackagedividedbythethousands(000)ofviewersinyourtargetaudience- Thedollarfigureusedtoevaluatetherelativecostsofvariousmediawithinselectedaudience- UsedtocomparetheefficiencyofreachingyourtargetamongdifferentprogramsorvehicleMediaVehicle UnitCost F20-39(000)CPMTV(Top50avg.)90,000612.5$146.94MG(Top10avg.) 60,000497.0$124.20HUT&PUTThenumberofTVhouseholdorpersonsinthosehouseholdwithTVsetsonatthetimebeingmeasured- ShowshowmuchTVusageoccurs ataparticulartime- AreremarkablepredictableTVDAYPARTSDividesthedayintoclustersofhourswithsimilarviewers- 06:30am-14:00pm:daytime- 14:00pm-19:00pm:earlyfringe- 19:00pm-22:00pm:primetime- 22:00pm-24:00pm:latefringeREACHTheunduplicatednumberofhouseholdsorpersonsexposedatleastoncetoanadvertisementoradvertisingschedule- Aperson/householdisonlycountedonceevenifexposedtwoormoretimes(1+netreach)- Keyelement-netorunduplicatednumberofpeopleexposed- ImportantindeterminingadvertisingeffectivenessFREQUENCYTheaveragenumberoftimesahouseholdorpersonexposedtoanadvertisementoradvertisingscheduleinagivenperiodoftime- Keyelement-averageno.oftimesexposed- Somewillseemorethanothersbut,tobereached,onemustseetheadatleastonce- Usuallyareconcernedwithaveragefrequency- ImportantindeterminingadvertisingeffectivenessREACH&FREQUENCYGRP=ReachxFrequencyF20-39=ReachxAvg.Frequency400GRP=80%x 5Viewerscountedonce%Averageno.oftimestheyviewedCALCULATING

REACH&FREQUENCYForexampleFrequencyReachFrequencyReach1+80%15%2+75%225%3+50%32%4+48%4+48%1+80%REACHCURVEPrinciplesabouthowreachbuilds-Reachgenerallybuildsveryquicklyatfirst- Overtime,itbecomesdifficultto increasereachbecauseyouhavealreadyreachedthefrequentmediausers- IncreasingGRPtendstoincreasefrequencywhilereachincreasesataslowrate(seenextpagefortheexample)EFFECTIVEFREQUENCYTheamountoffrequencyorrepetitionnecessaryforadvertisementstobeeffective- "Threebittheory"byHerbertKrugman1stbit:Whatisit?2ndbit:Whataboutit?3rdbit:Iknowit.(complexmessageneedshigherfrequency)EFFECTIVEREACHThepercentofatargetaudienceexposedtoanadvertisingwithinarangeoftimessufficienttoproduceapositivechange(e.g.buildawareness,image,strengthenperception...)Frequency%Reachedateachfrequencylevel1+60%2+40%3+20%(effectivereachis20%at3+)4+5%SCHEDULINGApatternoftimeswhenadvertisingwillappearbeforetheconsumerFactorsneedconsiderationwhendevelopingschedulingstrategiesSeasonalityPurchasecycleBrandawarenessCompetitiveactivityPromotionaleventBudgetSCHEDULING-CONTINUITYContinuity-EvenandcontinuousadvertisingsupportProvidesanon-goingpresencefortheproductwiththeconsumerweekafterweekTheadsworkasareminderEntirepurchasecycleiscoveredReachconsumersbothwhentheyarepurchasingandwhentheyarenotRealisticonlyforlargebudgetsSCHEDULING-FLIGHTINGFlighting-AdvertisingscheduleseparatedbyhiatusesofnoadvertisingsupportCanbreakthroughcompetitivenoisebyconcentratingadvertisingathigherlevelsduringfewerweeksStretchlimitedbudgetsProvidehigherawarenesslevelsduringon-airperiodMaximizeimpactwhenon-airTimeyouradvertisingaccordingtotheseasonalitySCHEDULING-PULSINGPulsing-ConsistentsupportwithvaryingweightlevelsProvideshigherconcentrationsofweightatscheduledintervalsCanbeaccomplishedby:Schedulingbaseweightandheavy-upthesamemediumSchedulingbaseweightforonemediumandheavyuponadifferentmediumAlternatingmediaCoordinatingburstswithpromotionsReachPattern-Blitz全面攻擊閃閃電戰(zhàn)Start1YrPlanningPeriodReachExpenditurePattern:ReachPattern-BlitzTheidealpatternforanewproductorservice,ifyoucanaffordit,consistsofa““blitz”ofcontinuousadvertisingforthefirstyear.But,itisvirtuallyimpossibletoover-advertiseanewproductorserviceduringitsintroduction.Theblitzpatternwillmaximizethefirst-moveradvantageifyourbrandisthefirstinthecategory.However,Itappearsthatblitzlevelspendingisalsonecessaryifalater-enteringbrandhopestoovertakethemarketleader.ReachPattern-BlitzImportantNote:Theadvertiserwillneedafairlylarge““pool”ofadvertisingexecutions,builtaroundthesamepositioningstrategy,topreventadvertisingwearout.Forinformationalproducts,aresonablysafeestimateis2~4executions.Fortransformationalproducts,whereadlikabilityisrelevant,4~6executionsmaybeneededtosustainablitz.Forintroductorypromotions,togaintrial,wouldusuallyoccuronlyforthefirstsixmonthsbecausethatisthelengthoftimeforwhichaproductorservicecanlegallyusethedescription““new””.ReachPattern-Wedge契形分裂Start1YrPlanningPeriodReachExpenditurePattern:ReachPattern-WedgeThewedgepatterncanbeconsideredasanalternativetoablitzwhenlaunchingaregularly-purchasedproductorservice.Notonlyhighreachbutheavyfrequencyisneededinitiallytocreatebrandawarenessforthenewproductandtoenableprospectivetrierstolearnthenewproduct’’sbenefits(informationaladvertising)oracquireitsintendedimage(transformationaladvertising)GENERALTERMSFORPRINTCirculationNo.ofcopiesofpublicationsoldordistributedPass-alongReadersReaderswhodidn'tpurchasetheirowncopyofapublicationbutreadthecopyofsomeoneelseReadershipBothprimaryandpass-alongreadersReaderspercopy(RPC)Averageno.ofreadersofapublicationpercopyofcirculationGENERALTERMSFORPRINTROPRunofPressreferstopositionsinamagazineornewspaperwheretheadisplacedwherethepublicationchoosesSplit-runDividethecirculationofapublicationintogroupsthatwillreceivedifferenteditorialand/oradvertisingGENERALTERMSFORTVROS(RunofSchedule)BroadcastmediawhereunitsoraschedulemayappearatanytimeinthescheduleofthestationZIP&ZAPUsingaremotecontroldevicetoskipaheadofcommercialortochangeTVchannelsBacktoBackTwoormorecommercialsrunoneimmediatelyfollowingtheotherRoadblocksPurchasingcommercialsonseveralstationsduringthesamecommercialbreak(whichisthebestforReach)9、靜夜四無(wú)鄰鄰，荒居舊業(yè)業(yè)貧。。12月-2212月-22Saturday,December31,202210、雨中黃葉樹(shù)樹(shù)，燈下白頭頭人。。09:37:3509:37:3509:3712/31/20229:37:35AM11、以以我我獨(dú)獨(dú)沈沈久久，，愧愧君君相相見(jiàn)見(jiàn)頻頻。。。。12月月-2209:37:3509:37Dec-2231-Dec-2212、故故人人江江海海別別，，幾幾度度隔隔山山川川。。。。09:37:3509:37:3509:37Saturday,December31,202213、乍見(jiàn)見(jiàn)翻疑疑夢(mèng)，，相悲悲各問(wèn)問(wèn)年。。。12月月-2212月月-2209:37:3509:37:35December31,202214、他鄉(xiāng)生白白發(fā)，舊國(guó)國(guó)見(jiàn)青山。。。31十二二月20229:37:35上上午09:37:3512月-2215、比不了了得就不不比，得得不到的的就不要要。。。十二月229:37上午午12月-2209:37December31,202216、行動(dòng)出成果果，工作出財(cái)財(cái)富。。2022/12/319:37:3509:37:3531December202217、做前，能夠夠環(huán)視四周；；做時(shí)，你只只能或者最好好沿著以腳為為起點(diǎn)的射線線向前。。9:37:35上午9:37上上午09:37:3512月-229、沒(méi)有失敗敗，只有暫暫時(shí)停止成成功！。12月-2212月-22Saturday,December31,202210、很很多多事事情情努努力力了了未未必必有有結(jié)結(jié)果果，，但但是是不不努努力力卻卻什什么么改改變變也也沒(méi)沒(méi)有有。。。。09:37:3509:37:3509:3712/31/20229:37:35AM11、成功就就是日復(fù)復(fù)一日那那一點(diǎn)點(diǎn)點(diǎn)小小努努力的積積累。。。12月-2209:37:3509:37Dec-2231-Dec-2212、世間間成事事，不不求其其絕對(duì)對(duì)圓滿(mǎn)滿(mǎn)，留留一份份不足足，可可得無(wú)無(wú)限完完美。。。09:37:3509:37:3509:37Saturday,December31,202213、不不知知香香積積寺寺，，數(shù)數(shù)里里入入云云峰峰。。。。12月月-2212月月-2209:37:3509:37:35December31,202214、意志堅(jiān)強(qiáng)的的人能把世界界放在手中像像泥塊一樣任任意揉捏。31十二月月20229:37:35上午09:37:3512月-2215、楚塞塞三湘湘接，，荊門(mén)門(mén)九派派通。。。。十二月月229:37上上午午12月月-2209:37December31,202216、少少年年十十五五二二十十時(shí)時(shí)，，步步行行奪奪得得胡胡馬馬騎騎。。。。2022/12/319:37:3509:37:3531December202217、空空山山新新雨雨后后，，天天氣氣晚晚來(lái)來(lái)秋秋。。。。9:37:35上上午午9:37上上午午09:37:3512月月-229、楊柳散散和風(fēng)，，青山澹澹吾慮。。。12月-2212月-22Saturday,December31,202210、閱讀一切切好書(shū)如同同和過(guò)去最最杰出的人人談話(huà)。09:37:3509:37:3509:3712/31/20229:37:35AM11、越是沒(méi)有有本領(lǐng)的就就越加自命命不凡。12月-2209:37:3509:37Dec-2231-Dec-2212、越是無(wú)能的的人，越喜歡歡挑剔別人的的錯(cuò)兒。09:37:3509:37:3509:37Saturday,December31,202213、知人人者智智，自自知者者明。。勝人人者有有力，，自勝勝者強(qiáng)強(qiáng)。12月月-2212月月-2209:37:3509:37:35December31,202214、意志堅(jiān)堅(jiān)強(qiáng)的人人能把世世界放在在手中像像泥塊一一樣任意意揉捏。。31十十二月20229:37:35上午午09:37:3512月-2215、最具具挑戰(zhàn)戰(zhàn)性的的挑戰(zhàn)戰(zhàn)莫過(guò)過(guò)于提提升自自我。。。十二月月229:37上上午午12月月-2209:37December31,202216、業(yè)余生活活要有意義義，不要越越軌。2022/12/319:37:3509:37:3531December202217、一一個(gè)個(gè)人人即即使使已已登登上上頂頂峰峰，，也也仍仍要要自自強(qiáng)強(qiáng)不不息息。。9:37:35上上午午9:37上上午午09:37:3612月月-22MOMODAPOWERPOINTLoremipsumdolorsitamet,consecteturadipiscingelit.Fusceidurnablandit,eleifendnullaac,fringillapurus.Nullaiaculistemporfelisutcursus.感謝謝您您的的下下載載觀觀看看專(zhuān)家家告告訴訴9、靜夜四無(wú)無(wú)鄰，荒居居舊業(yè)貧。。。12月-2212月-22Saturday,December31,202210、雨中黃黃葉樹(shù)，，燈下白白頭人。。。09:37:3609:37:3609:3712/31/20229:37:36AM11、以我獨(dú)沈久久，愧君相見(jiàn)見(jiàn)頻。。12月-2209:37:3609:37Dec-2231-Dec-2212、故人人江海海別，，幾度度隔山山川。。。09:37:3609:37:3609:37Saturday,December31,202213、乍見(jiàn)翻翻疑夢(mèng)，，相悲各各問(wèn)年。。。12月-2212月-2209:37:3609:37:36December31,202214、他鄉(xiāng)鄉(xiāng)生白白發(fā)，，舊國(guó)國(guó)見(jiàn)青青山。。。31十十二二月20229:37:36上上午09:37:3612月月-2215、比不了得就就不比，得不不到的就不要要。。。十二月229:37上上午12月-2209:37December31,202216、行動(dòng)出成果果，工作出財(cái)財(cái)富。。2022/12/319:37:3609:37:3631December202217、做前，能夠夠環(huán)視四周；；做時(shí)，你只只能或者最好好沿著以腳為為起點(diǎn)的射線線向前。。9:37:36上午9:37上上午09:37:3612月-229、沒(méi)沒(méi)有有失失敗敗，，只只有有暫暫時(shí)時(shí)停停止止成成功功！！。。12月月-2212月月-22Saturday,December31,202210、很很多多事事情情努努力力了了未未必必有有結(jié)結(jié)果果，，但但是是不不努努力力卻卻什什么么改改變變也也沒(méi)沒(méi)有有。。。。09:37:3609:37:3609:3712/31/20229:37:36AM11、成功就就是日復(fù)復(fù)一日那那一點(diǎn)點(diǎn)點(diǎn)小小努努力的積積累。。。12月-2209:37:3609:37Dec-2231-Dec-2212、世間間成事事，不不求其其絕對(duì)對(duì)圓滿(mǎn)