文稿分析第八章

1、AdvertisingMedia Selection:Traditional MediaChapter 8ObjectivesWhat elements and individuals are involved in media planning?How do the terms used to describe advertising help the marketing team design effective campaigns?What are some of the primary advertising objectives?What are the advantages and

2、 disadvantages associated with each of the traditional advertising media?How can the marketing team use the media mix to increase advertising effectiveness?What are the key issues associated with media selection for business-to-business markets?8 - 1The Changing Media LandscapeA few predictionsMedia

3、 budgets will not increase for yearsTraditional media will take on a different role, with reduced budget shareHow consumers use media will never be the sameSynergism/integration is the new model8 - 22007-2011年15-64歲人群媒體接觸度8 - 38.1 Media Concepts8 - 4A series of decisions involving the delivery of me

4、ssages to audiencesMediaPlanningGoals to be attained by the media strategy and programMediaObjectivesDecisions on how the media objectives can be attainedMediaStrategyGeneral categories of delivery systems, including broadcast and print mediaMediumThe specific carrier within a medium categoryMediaVe

5、hicle8 - 58.2 Developing the Media Plan8.1 Media PlanningSelecting media within classSelecting broad media classesDetermining media strategyMedia use decision printMedia use decision broadcastMedia use decision other mediaSetting media objectivesMarketing strategy planSituation analysisCreative stra

6、tegy planPeople Involved in Media Selection8 - 6Media BuyerMedia PlannerClientAccountExecutiveCreativeAccountPlanner8.3 Advertising Terminology8 - 7ReachFrequencyOpportunities to see Gross rating points Cost per thousand Ratings and Cost per Rating Point ContinuityImpressions8.3.1 Reach and Frequenc

7、y8 - 8A. Reach of One ProgramB. Reach of Two ProgramsC. Duplicated Reach of BothD. Unduplicated Reach of BothTotal marketaudience reachedTotal marketaudience reachedTotal market reached with both showsTotal reach less duplicated shows8 - 98.3.2 Ratings Points8 - 10Gross ratings points (GRPs)Measures

8、 impact of intensity of media planGRPs = Reach X FrequencyGRPs = Vehicle rating x OTS (number of insertions)Opportunities to see (OTS) refers to the cumulative exposures achieved in a given time period. 8 - 11Total Number of GRPs Delivered by a TV Media Plan非誠勿擾10.8x8=86.4養(yǎng)父8.7x16=139.2老公看你的5.6x4=22

9、.4Total248ProgramsRating OTSGRPs注：Rating來自2011年1月的CSM媒介研究8 - 128.3.3 RatingE.G., In the United States, the total number of households with television sets is approximately 109.7 million. To calculate the rating of an episode of American Idol, if the number of households tuned to the season finale wa

10、s 17.8 million, then the rating would be:收視率調(diào)查流程8 - 13添加樣本人員背景信息樣組建立抽取樣本戶完成樣戶調(diào)查問卷確定權(quán)值數(shù)據(jù)采集每天凌晨通過電話線/GPRS回傳數(shù)據(jù)每周調(diào)查員入戶收集日記卡基礎(chǔ)研究每年進行一次,以了解樣本地區(qū)的人口結(jié)構(gòu)數(shù)據(jù)凈化原始數(shù)據(jù)檢查數(shù)據(jù)合成INFOSYS利用 Infosys 計算 收視率報告加權(quán)數(shù)據(jù)加權(quán)基礎(chǔ)研究數(shù)據(jù)發(fā)送質(zhì)量控制8 - 14數(shù)據(jù)采集方法測量儀 測量儀：詳細記錄樣本戶中所有4歲及以上家庭成員收看電視的情況，從而獲取收視信息 （以1分鐘為最小時間單位）自動記錄：電視機被收看的頻道人工記錄：觀眾按鍵確認收看行為 觀

11、眾收視率= 頻道信息 + 收看確認8 - 15數(shù)據(jù)采集方法日記卡日記卡：由樣本戶中所有4歲及以上的家庭成員，將每天收看電視的頻道、時間段隨時記錄在日記卡上，以獲取電視觀眾收視信息的方法。（以15分鐘為最小時間單位）8 - 16Cost per thousand (CPM)Weighted CPM 8.3.4 Determining Relative Cost of Print Media8 - 17$20,000Cost of a Full Page Ad:Total Audience:800,000CPMmagazine A magazine B$30,0001500,000Weighted

12、 CPMActualAudience:200,000250,0008 - 18Cost per rating point (CPRP) 8.3.5 Determining Relative Cost of Broadcast Media8 - 198.3.6 Exposure ScheduleContinuityPulsingFlightingJanFebMarAprMayJunJulAugSepOctNovDec8.4 Achieving Advertising ObjectivesThree-exposure hypothesisMinimum of 3 exposures to be e

13、ffectiveIntrusion valueRecency theoryClutter, 3 exposures not enoughSelective attention and focusRequires continuous advertisingIncrease exposure through adding reach8 - 20Effective reach and frequencyWhat percent of audience must be exposed?How many times must audience be exposed?Minimum frequency

14、and maximize reach at that frequency levelDetermine effective frequency8 - 21Marketing FactorsBrand loyaltyUsage cyclePurchase cycles Share of voice Creative FactorsMessage complexity /uniquenessImage vs. product sell Message variation Media FactorsClutter Repeat exposuresAttentivenessSchedulingEdit

15、orial environment Brand recognitionCreate/strengthen mental linkagesIncrease reachTelevision, Outdoor, Magazines, Internet, Direct mailBrand recallPlace brand in evoked setIncrease frequency (repetitions),Television, Radio, Newspapers, Internet8 - 228.5 Media selectionBroadcast mediaTelevisionRadioP

16、rint mediaMagazinesNewspapersOutdoor8 - 23Television Pros and Cons8 - 24Mass coverageHigh reachSight, sound, motionHigh prestigeLow cost per exposureAttention gettingFavorable imageAdvantagesShort message lifeHigh production costLow selectivityHigh absolute costClutterDisadvantagesRadio Pros and Con

17、s8 - 25Local coverageLow costHigh frequencyFlexibleLow production costWell-segmented audienceAdvantagesClutterFleeting messageAudio onlyLow attention gettingDisadvantagesMagazine Pros and Cons8 - 26Segmentation potentialQuality reproductionHigh information contentLongevityMultiple readersAdvantagesV

18、isual onlyLong lead time for ad placementLack of flexibilityDisadvantages雜志刊例廣告收入8 - 278 - 28Newspaper Pros and Cons8 - 29High coverageLow costShort lead time for placing adsAds can be placed in interest sectionsTimely (current ads)Reader controls exposureCan be used for couponsAdvantagesClutterPoor

19、 reproduction qualityShort lifeLow attention gettingSelective reader exposureDisadvantages8 - 30報紙刊例廣告收入8 - 31Outdoor Pros and Cons8 - 32媒體選擇應(yīng)考慮的因素8 - 33廣告預(yù)算目標(biāo)受眾媒體性質(zhì) 廣告創(chuàng)意 覆蓋面 時效性 影響力產(chǎn)品特點8.5 Media MixSelect proper blend of mediaMedia-mix modelingNetwork ads-MeterAdvertising Analytics 2.0- Attribution

20、-Optimization-allocationMedia multiplier effectCombined impact of two or more media is stronger8 - 34U.S. Advertising Expenditures by Media for Coca-Cola8 - 35Developing Logical Combinations of Media8 - 36媒體組合的原則以顧客購買決策過程為導(dǎo)向可控與不可控媒體的組合策略不可控：大眾媒體；可控：自己負責(zé)傳播瞬間媒體與長效媒體的組合策略瞬間：電視廣播；長效：印刷媒體媒體覆蓋空間組合策略全面覆蓋、重

21、點覆蓋、交叉覆蓋“跟隨環(huán)繞”消費者的媒體組合策略適度投放策略8 - 378.6 Media Selection in B-to-B MarketsB-to-B ads looking more like consumer adsReasons for shiftDecision makers also consumersDecision makers difficult to reachClutter in B-to-B traditional mediaIncrease in ads through consumer mediaTrade publications still importantBusiness magazines8 - 38Busi