廣告媒介媒體基本實(shí)戰(zhàn)技巧

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!臺(tái)灣媒體環(huán)境的詭譎多變,讓媒體人頭暈?zāi)垦?讓廣告人霧里看花與其站在門(mén)外不如進(jìn)得門(mén)里瞧瞧THEBASICMEDIATERMINOLOGY~WILLHELP

YOU

GETINTOMEDIATERRITORY*1PURPOSEJTo

familiarize

you

with

the

basicconcepts

and

terminology

used

in

mediaJ

To

demonstrate

how

terms

can

be

applied

to

media

planningJ

Audience&

TargetJ

Media

MixJ

RatingJSOV

&

SO$J

GRPJ

GIJ

CPRP

&

CPMJ

HUT

&

PUTJ

ShareJ

TV

DaypartJ

Reach&

FrequencyJ

Reach

CurveJ

Effective

Reach

&FrequencyJ

SchedulingJ

Reach

PatternBASIC

MEDIA

TERMSINTERPRETATION

&

USEJ

PRINT-

Circulation-Primary

readers,Pass-alongreaders&Readership-

Readersper

copy-

Split-runJ

TV-

ROS(runof

schedule)-

Zipping&Zapping-

Back

toback

&

RoadblocksGENERAL

TERMSAudienceJThenumberofTargetindividualsorhouseholdslikelytobeexposedtoamediavehicle.Itcouldbe-HouseholdsviewingaTVprogramintheaverageminute-PersonslisteningtoaRadiostationduringacertainquarterhour-ReadersofanaverageissueofaspecialMGorNPTARGETJ

The

audience

that

youwant

to

see

your

advertisingmessage-

Usually

definedby

age

and

gender-

For

example

:ForOil

of

Olay

:Female

20-39For

H&S:

M&F

15-49JUsemore

than

one

medium

to

reach

target-

The

value

of

each

medium

must

beconsidered

regarding

its

ability

to

a

the

overall

objective-Factors

to

be

considered:*

Amount

of

use

by

target*Potential

Reach

vs

Frequency*Communicationstrengthens/weakness*Competitive

use

*Clutter*

Cost

*

CreativeMEDIA

MIXRATINGJ

Theaudienceexpressedas

the

percent

of

auniverse-Reportedby

syndicated

sources-Wheneverthe

termrating

is

used,

the

universemustbeclearlyunderstood-For

example:If

26%of

all

Female

15-

39

inTaiwanwatchedTTVEveningNews,

thisprogramwouldhave

a

26rating.SOV&

SO$J

SOV:

Percent

of

total

advertising

spendingor

weight

within

a

product

category

thatis

held

by

a

particular

brand

at

a

givenTARPSOV5,0004,0001,00010,000BrandOlayPond"sOthers

Total50%40%10%

100%timee.g.GRPJThe

sum

of

all

the

rating

points-Total

number

of

exposures

against

a

target

audience

expressed

as

a

percent-1

GRP

=

1%

of

universe-Don

"t

look

at

audience

duplication-GRPisa

measureof

the

heaviness

of

thecampaign-

Other

commonly

used

terms:TRP(TargetRating

Point)&

TARP(Target

AudienceRatingPoint)GRPJ

AdditiveacrossprogramsProgram

Female20-39TTVEveningNews25CTVDrama

Serials20CTS

ForeignFilm

2065GRPsJEachofaboveshowsachievedanindividualratingandcombined,thescheduledelivered65GRPwithanavg.ratingof21.6foraprogramintheschedule.JThousandsofviewersofagivenprogramthatareinyourtargetaudience,alsoknownasimpressions-Thesummationofthenumberofpeoplereachedbythecampaign.So,Thousands(impressions)=RatingxUniverse-Grossimpressions,likeGRP,isthesumofalltheimpressions,or(000)ProgramF20-39Universe#Viewers(000)TTVNews20%4,000,000800,000

GI

(Thousands)CPR/CPP/CPRPJ

Cost

of

a

spot

or

total

packagedelivered

by

the

GRP

received-

Used

to

measure

rating

points

inrelation

to

dollar

investmentProgram

Cost/10

"

GRP/F20-39

CPRCTV

News30,000

15

2,000J

Cost

of

a

spot

or

total

package

divided

by

thethousands(000)

of

viewers

in

your

target

audience-The

dollar

figure

used

to

evaluate

the

relative

costs

of

various

media

within

selected

audience-

Used

to

compare

the

efficiency

of

reachingyour

target

among

different

programs

or

vehiclMedia

Vehicle

Unit

Cost

F20-39(000)

CPMCPM(Cost

per

Thousands)TV(Top

50

avg

.)MG

(Top10avg

.)$146

.94$124

.2090

,00060

,000612.5497.0J

The

number

of

TV

household

orpersons

in

those

household

with

TV

sets

on

at

the

time

being

measured

-Showshow

much

TV

usageoccursat

a

particular

time-

Are

remarkable

predictableHUT&

PUTJ

Divides

the

day

into

clusters

of

hours

with

similar

viewers-06

:30

am

-14

:00pm:

daytime-14

:00

pm

-19

:00

pm

:

early

fringe-19

:00pm

-22

:00

pm:

primetime-

22

:00

pm

-

24

:00

pm

:

late

fringeTV

DAYPARTSREACHJ

The

unduplicated

number

of

households

or

persons

exposed

at

least

once

to

anadvertisement

or

advertising

schedule

-A

person/householdisonly

countedonce

evenif

exposed

two

or

moretimes(1+

net

reach)-

Key

element

-

net

or

unduplicatednumber

of

people

exposed-

Important

in

determining

advertising

effectivenessJTheaveragenumberoftimesahouseholdorpersonexposedtoanadvertisementoradvertisingscheduleinagivenperiodoftime-Keyelement-averageno.oftimesexposed-Somewillseemorethanothersbut,tobereached,onemustseetheadatleastonce-Usuallyareconcernedwithaveragefrequency-ImportantindeterminingadvertisingeffectivenessFREQUENCYF20-39=Reach

xAvg.Frequency400GRP=

80%x

5=

Reach

xViewers

counted

once

%FrequencyAverage

no.

oftimes

they

viewedREACH

&FREQUENCYJ

GRPFrequencyReachFrequencyReach1+80%15%2+75%225%3+50%32%4+48%4+1+48%

80%CALCULATINGREACH

&FREQUENCYJ

For

exampleREACHCURVEJ

Principles

about

how

reach

builds-Reach

generally

builds

very

quickly

at

first-

Over

time,

it

becomes

difficult

toincrease

reach

because

you

have

alreadreached

the

frequent

media

users-

Increasing

GRP

tends

to

increasefrequency

while

reach

increases

at

a

slow

rate(see

next

page

for

the

example)J

The

amount

of

frequency

or

repetitionnecessary

for

advertisements

to

be

effective-

"Three

bit

theory"

by

Herbert

Krugman1st

bit

:

What

is

it

?2nd

bit:Whatabout

it

?3rd

bit:

I

knowit.(complex

message

needs

higher

frequency)EFFECTIVE

FREQUENCYJThepercentofatargetaudienceexposedtoanadvertisingwithinarangeoftimessufficienttoproduceapositivechange(e.g.buildawareness,image,strengthenperception...)Frequency%Reachedateachfrequencylevel1+60%2+40%3+20%(effectivereachis20%at3+)4+5%EFFECTIVE

REACHSCHEDULINGJ

A

pattern

of

times

when

advertising

will

appear

before

the

consumeryFactors

need

consideration

when

developing

scheduling

strategiesxSeasonalityx

Purchase

cyclexBrand

awarenessxCompetitive

activityx

Promotional

eventx

BudgetJ

Continuity

-

Even

and

continuous

advertising

supportJ

Provides

an

on-going

presence

for

the

product

with

the

consumer

week

after

weeky

The

ads

work

as

a

remindery

Entire

purchase

cycle

is

coveredy

Reach

consumers

both

when

they

arepurchasing

and

when

they

are

noty

Realistic

only

for

large

budgetsSCHEDULING

-

CONTINUITYSCHEDULING

-

FLIGHTINGJ

Flighting

-

Advertising

schedule

separated

by

hiatuses

of

no

advertising

supportJ

Can

break

through

competitive

noise

byconcentrating

advertising

at

higher

levels

during

fewer

weeksy

Stretch

limited

budgetsy

Provide

higher

awareness

levels

during

on-air

periody

Maximizeimpact

when

on-airy

Time

your

advertising

according

to

the

seasonalitSCHEDULING

-

PULSINGJ

Pulsing

-

Consistent

support

with

varying

weight

levelsJ

Provides

higher

concentrations

of

weight

atscheduled

intervalsJCanbe

accomplished

by:y

Scheduling

base

weight

and

heavy-up

the

same

mediumy

Scheduling

base

weight

for

one

medium

and

heavy

up

on

a

different

mediumy

Alternating

mediay

Coordinating

bursts

with

promotionsReachPattern

-

BlitzJ

全面攻擊閃電戰(zhàn)Start

Plann

ing

Per

iod

1

YrExpenditurePattern

:

ReachJThe

ideal

pattern

for

a

new

product

or

service,

if

you

can

afford

it,

consists

of

a

“blitz

”ofcontinuous

advertising

for

the

first

year

.J

But,

it

is

virtually

impossible

to

over-advertise

a

new

product

or

service

during

its

introduction

.The

blitz

pattern

will

maximize

the

first-mover

advantage

if

your

brand

is

the

first

in

thecategory

.JHowever,

It

appears

that

blitz

level

spending

isalso

necessary

if

a

later-entering

brand

hopes

to

overtake

the

market

leader

.ReachPattern

-

BlitzReachPattern

-

BlitzJ

Important

Note

:y

The

advertiser

will

need

a

fairly

large

“poo

l

”ofadvertising

executions

,

bu

ilt

around

the

same

position

ing

strategy

,

to

prevent

advertising

wearout

.y

For

informational

products

,

a

resonably

safe

estimate

is2

~

4

executions

.y

For

transfor

ational

products

,

where

ad

likability

isrelevant

,

4

6

executions

may

be

needed

to

sustain

a

blitz

.y

For

introductory

promotions

,

to

gain

tr

ial

,

would

usually

occur

only

for

the

first

six

months

because

that

is

thelength

of

time

for

which

a

product

or

service

can

legally

use

the

descr

iption

“new

”.Reach

Pattern

-WedgeJ

契形分裂Start

Plann

ingPer

iodExpenditurePattern

:

Reach1

YrJThe

wedgepattern

can

be

considered

as

analternative

to

a

blitz

when

launching

a

regularly-

purchased

product

or

service

.JNot

only

high

reach

but

heavy

frequencyis

neededinitially

to

create

brand

awareness

for

the

newproduct

and

to

enable

prospective

trier

s

to

learn

the

newproduct

’s

benefits(informationaladvertising)

or

acquire

its

intended

image(transformational

advertising)Reach