媒體基本實戰(zhàn)技巧

1、媒體基本實戰(zhàn)技巧,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. But免驚 !,與其站在門外 不如進得門里瞧瞧,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 INTERPR

2、ETATION & 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,T

3、V -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 ho

4、ur -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 mu

5、st 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 as the percent of a universe -Repo

6、rted by syndicated sources -Whenever the term rating is used, the universe must be clearly understood -For example : If 26% of all Female 15-39 in Taiwan watched TTV Evening News, this program would have a 26 rating.,SOV & SO$,SOV : Percent of total advertising spending or weight within a product ca

7、tegory that is held by a particular brand at a given time e.g.BrandTARPSOV Olay5,00050% Ponds4,00040% Others1,00010% Total10,000100%,GRP,The sum of all the rating points -Total number of exposures against a target audience expressed as a percent -1 GRP = 1 % of universe -Dont look at audience duplic

8、ation -GRP is a measure of the heaviness of the campaign -Other commonly used terms : TRP (Target Rating Point) & TARP (Target Audience Rating Point),GRP,Additive across programs ProgramFemale 20-39 TTV Evening News25 CTV Drama Serials20 CTS Foreign Film20 65 GRPs Each of above shows achieved an ind

9、ividual rating and combined, the schedule delivered 65 GRP with an avg. rating of 21.6 for a program in the schedule.,GI (Thousands),Thousands of viewers of a given program that are in your target audience, also known as impressions -The summation of the number of people reached by the campaign. So,

10、 Thousands (impressions) = Rating x Universe -Gross impressions, like GRP, is the sum of all the impressions, or (000) ProgramF20-39Universe# Viewers(000) TTV News 20%4,000,000800,000,CPR/CPP/CPRP,Cost of a spot or total package delivered by the GRP received -Used to measure rating points in relatio

11、n to dollar investment Program Cost/10 GRP/F20-39CPR CTV News 30,000152,000,CPM(Cost per Thousands),Cost of a spot or total package divided by the thousands (000) of viewers in your target audience -The dollar figure used to evaluate the relative costs of various media within selected audience -Used

12、 to compare the efficiency of reaching your target among different programs or vehicle Media VehicleUnit CostF20-39(000)CPM TV(Top 50 avg.)90,000 612.5$146.94 MG (Top 10 avg.)60,000497.0$124.20,HUT & PUT,The number of TV household or persons in those household with TV sets on at the time being measu

13、red -Shows how much TV usage occurs at a particular time -Are remarkable predictable,TV DAYPARTS,Divides the day into clusters of hours with similar viewers -06:30 am - 14:00 pm : daytime -14:00 pm - 19:00 pm : early fringe -19:00 pm - 22:00 pm : prime time -22:00 pm - 24:00 pm : late fringe,REACH,T

14、he unduplicated number of households or persons exposed at least once to an advertisement or advertising schedule -A person/household is only counted once even if exposed two or more times (1+ net reach) -Key element - net or unduplicated number of people exposed -Important in determining advertisin

15、g effectiveness,FREQUENCY,The average number of times a household or person exposed to an advertisement or advertising schedule in a given period of time -Key element - average no. of times exposed -Some will see more than others but, to be reached, one must see the ad at least once -Usually are con

16、cerned with average frequency -Important in determining advertising effectiveness,REACH & FREQUENCY,GRP = Reach x Frequency F20-39 = Reach x Avg. Frequency 400 GRP = 80%x5,Viewers counted once %,Average no. of times they viewed,CALCULATINGREACH & FREQUENCY,For example FrequencyReachFrequency Reach 1

17、+80%1 5% 2+75%2 25% 3+50%3 2% 4+48%4+ 48% 1+ 80%,REACH CURVE,Principles about how reach builds -Reach generally builds very quickly at first -Over time, it becomes difficult to increase reach because you have already reached the frequent media users -Increasing GRP tends to increase frequency while

18、reach increases at a slow rate (see next page for the example),EFFECTIVE FREQUENCY,The amount of frequency or repetition necessary for advertisements to be effective -Three bit theory by Herbert Krugman 1st bit : What is it ? 2nd bit : What about it ? 3rd bit : I know it. (complex message needs high

19、er frequency),EFFECTIVE REACH,The percent of a target audience exposed to an advertising within a range of times sufficient to produce a positive change (e.g. build awareness, image, strengthen perception.) Frequency% Reached at each frequency level 1+60% 2+40% 3+20% (effective reach is 20% at 3+) 4

20、+5%,SCHEDULING,A pattern of times when advertising will appear before the consumer Factors need consideration when developing scheduling strategies Seasonality Purchase cycle Brand awareness Competitive activity Promotional event Budget,SCHEDULING - CONTINUITY,Continuity - Even and continuous advert

21、ising support Provides an on-going presence for the product with the consumer week after week The ads work as a reminder Entire purchase cycle is covered Reach consumers both when they are purchasing and when they are not Realistic only for large budgets,SCHEDULING - FLIGHTING,Flighting - Advertisin

22、g schedule separated by hiatuses of no advertising support Can break through competitive noise by concentrating advertising at higher levels during fewer weeks Stretch limited budgets Provide higher awareness levels during on-air period Maximize impact when on-air Time your advertising according to

23、the seasonality,SCHEDULING - PULSING,Pulsing - Consistent support with varying weight levels Provides higher concentrations of weight at scheduled intervals Can be accomplished by : Scheduling base weight and heavy-up the same medium Scheduling base weight for one medium and heavy up on a different

24、medium Alternating media Coordinating bursts with promotions,Reach Pattern - Blitz,全面攻擊閃電戰(zhàn),Start,1 Yr,Planning Period,Reach,Expenditure Pattern:,Reach Pattern - Blitz,The ideal pattern for a new product or service, if you can afford it, consists of a “blitz” of continuous advertising for the first y

25、ear. 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 the category. However, It appears that blitz level spending is also necessary if a later-entering brand hop

26、es to overtake the market leader.,Reach Pattern - Blitz,Important Note : The advertiser will need a fairly large “pool” of advertising executions, built around the same positioning strategy, to prevent advertising wearout. For informational products, a resonably safe estimate is 2 4 executions. For

27、transformational products, where ad likability is relevant, 4 6 executions may be needed to sustain a blitz. For introductory promotions, to gain trial, would usually occur only for the first six months because that is the length of time for which a product or service can legally use the description

28、 “new”.,Reach Pattern - Wedge,契形分裂,Start,1 Yr,Planning Period,Reach,Expenditure Pattern:,Reach Pattern - Wedge,The wedge pattern can be considered as an alternative to a blitz when launching a regularly-purchased product or service. Not only high reach but heavy frequency is needed initially to create brand awareness for the new product and to enable prospective triers to learn the new products benefits (informational advertising) or acquire its intended image (transformational advertising),GENERAL TERMS FOR PRINT,Circulation No. of copies of pub