廣告媒介媒體基本實戰(zhàn)技巧英文

媒體基本實戰(zhàn)技巧Preparedby:VickyHsuehFebruary3rd,1999臺灣媒體環(huán)境的詭譎多變,讓媒體人頭暈?zāi)垦?讓廣告人霧里看花會喘ㄜ….But免驚!與其站在門外 不如進(jìn)得門里瞧瞧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,thisprogramwouldhavea26rating.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-UsedtocomparetheefficiencyofreachingyourtargetamongdifferentprogramsorvehicleMediaVehicleUnitCostF20-39(000)CPMTV(Top50avg.)90,000612.5$146.94MG(Top10avg.)60,000497.0$124.20HUT&PUTThenumberofTVhouseholdorpersonsinthosehouseholdwithTVsetsonatthetimebeingmeasured-ShowshowmuchTVusageoccursataparticulartime-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%x5Viewerscountedonce%Averageno.oftimestheyviewedCALCULATINGREACH&FREQUENCYForexampleFrequencyReachFrequencyReach1+80%15%2+75%225%3+50%32%4+48%4+48%1+80%REACHCURVEPrinciplesabouthowreachbuilds-Reachgenerallybuildsveryquicklyatfirst- Overtime,itbecomesdifficulttoincreasereachbecauseyouhavealreadyreachedthefrequentmediausers- 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全面攻攻擊閃閃電戰(zhàn)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、靜夜夜四無無鄰，，荒居居舊業(yè)業(yè)貧。。。12月月-2212月月-22Saturday,December31,202210、雨中黃葉葉樹，燈下下白頭人。。。09:37:5209:37:5209:3712/31/20229:37:52AM11、以我獨(dú)沈沈久，愧君君相見頻。。。12月-2209:37:5209:37Dec-2231-Dec-2212、故人江海別別，幾度隔山山川。。09:37:5209:37:5209:37Saturday,December31,202213、乍見翻疑疑夢，相悲悲各問年。。。12月-2212月-2209:37:5209:37:52December31,202214、他他鄉(xiāng)鄉(xiāng)生生白白發(fā)發(fā)，，舊舊國國見見青青山山。。。。31十十二二月月20229:37:52上上午午09:37:5212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、行動動出成成果，，工作作出財財富。。。2022/12/319:37:5209:37:5231December202217、做前，能能夠環(huán)視四四周；做時時，你只能能或者最好好沿著以腳腳為起點的的射線向前前。。9:37:52上上午9:37上上午09:37:5212月-229、沒有失失敗，只只有暫時時停止成成功！。。12月-2212月-22Saturday,December31,202210、很多事事情努力力了未必必有結(jié)果果，但是是不努力力卻什么么改變也也沒有。。。09:37:5209:37:5209:3712/31/20229:37:52AM11、成功就是日日復(fù)一日那一一點點小小努努力的積累。。。12月-2209:37:5209:37Dec-2231-Dec-2212、世間間成事事，不不求其其絕對對圓滿滿，留留一份份不足足，可可得無無限完完美。。。09:37:5209:37:5209:37Saturday,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-2209:37:5209:37:52December31,202214、意意志志堅堅強(qiáng)強(qiáng)的的人人能能把把世世界界放放在在手手中中像像泥泥塊塊一一樣樣任任意意揉揉捏捏。。31十十二二月月20229:37:52上上午午09:37:5212月月-2215、楚塞三湘湘接，荊門門九派通。。。。十二月229:37上上午12月-2209:37December31,202216、少少年年十十五五二二十十時時，，步步行行奪奪得得胡胡馬馬騎騎。。。。2022/12/319:37:5209:37:5231December202217、空空山山新新雨雨后后，，天天氣氣晚晚來來秋秋。。。。9:37:52上午9:37上上午09:37:5212月-229、楊柳柳散和和風(fēng)，，青山山澹吾吾慮。。。12月月-2212月月-22Saturday,December31,202210、閱讀一切切好書如同同和過去最最杰出的人人談話。09:37:5209:37:5209:3712/31/20229:37:52AM11、越是沒沒有本領(lǐng)領(lǐng)的就越越加自命命不凡。。12月-2209:37:5209:37Dec-2231-Dec-2212、越是無能的的人，越喜歡歡挑剔別人的的錯兒。09:37:5209:37:5209:37Saturday,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-2209:37:5309:37:53December31,202214、意意志志堅堅強(qiáng)強(qiáng)的的人人能能把把世世界界放放在在手手中中像像泥泥塊塊一一樣樣任任意意揉揉捏捏。。31十十二二月月20229:37:53上上午午09:37:5312月月-2215、最具挑戰(zhàn)性性的挑戰(zhàn)莫過過于提升自我我。。十二月229:37上上午12月-2209:37December31,202216、業(yè)余生活要要有意義，不不要越軌。2022/12/319:37:5309:37:5331December202217、一個人即即使已登上上頂峰，也也仍要自強(qiáng)強(qiáng)不息。9:37:53上上午9:37上上午09:37:5312月-22MOMODAPOWERPOINTLoremipsumdolorsitamet,consecteturadipiscingelit.Fusceidurnablandit,eleifendnullaac,fringillapurus.Nullaiaculistemporfelisutcursus.感謝您的下下載觀看專家告訴9、靜夜四無鄰鄰，荒居舊業(yè)業(yè)貧。。12月-2212月-22Saturday,December31,202210、雨中黃葉葉樹，燈下下白頭人。。。09:37:5309:37:5309:3712/31/20229:37:53AM11、以以我我獨(dú)獨(dú)沈沈久久，，愧愧君君相相見見頻頻。。。。12月月-2209:37:5309:37Dec-2231-Dec-2212、故人江江海別，，幾度隔隔山川。。。09:37:5309:37:5309:37Saturday,December31,202213、乍見見翻疑疑夢，，相悲悲各問問年。。。12月月-2212月月-2209:37:5309:37:53December31,202214、他鄉(xiāng)生白白發(fā)，舊國國見青山。。。31十二二月20229:37:53上上午09:37:5312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、行動出出成果，，工作出出財富。。。2022/12/319:37:5309:37:5331December202217、做前，能夠夠環(huán)視四周；；做時，你只只能或者最好好沿著以腳為為起點的射線線向前。。9:37:53上午9:37上上午09:37:5312月-229、沒有失敗，，只有暫時停停止成功！。。12月-2212月-22Saturday,December31,202210、很多多事情情努力力了未未必有有結(jié)果果，但但是不不努力力卻什什么改改變也也沒有有。。。09:37:5309:37:5309:3712/31/20229:37:53AM11、成功就就是日復(fù)復(fù)一日那那一點點點小小努努力的積積累。。。12月-2209:37:5309:37Dec-2231-Dec-2212、世間成成事，不不求其絕絕對圓滿滿，留一一份不足足，可得得無限完完美。。。09:37:5309:37:5309:37Saturday,December