媒体基本实战技巧.ppt

媒体基本实战技巧,Prepared by: Vicky HsuehFebruary 3rd, 2003,台湾媒体环境的诡谲多变, 让媒体人头晕目眩, 让广告人雾里看花,会喘.But免惊 !,与其站在门外不如进得门里瞧瞧,THE BASIC MEDIA TERMINOLOGY WILL HELP YOU GET INTO MEDIA TERRITORY,PURPOSE,To familiarize you with the basic concepts and terminology used in mediaTo demonstrate how terms can be applied to media planning,BASIC MEDIA TERMS INTERPRETATION & USE,Audience & TargetMedia MixRatingSOV & SO$GRPGICPRP & CPMHUT & PUTShare,TV DaypartReach & FrequencyReach CurveEffective Reach & FrequencySchedulingReach Pattern,GENERAL TERMS,PRINT-Circulation-Primary readers,Pass-along readers & Readership-Readers per copy-Split-run,TV-ROS (run of schedule)-Zipping & Zapping-Back to back &Roadblocks,Audience,The number of Target individuals or households likely to be exposed to a media vehicle. It could be-Households viewing a TV program in the average minute-Persons listening to a Radio station during a certain quarter hour-Readers of an average issue of a special MG or NP,TARGET,The audience that you want to see your advertising message-Usually defined by age and gender-For example :For Oil of Olay : Female 20-39For H&S : M&F 15-49,MEDIA MIX,Use more than one medium to reach target-The value of each medium must be considered regarding its ability to achieve the overall objective-Factors to be considered :*Amount of use by target* Potential Reach vs Frequency*Communication strengthens/weakness*Competitive use * Clutter*Cost * Creative,RATING,The audience expressed as the percent of a universe-Reported by syndicated sources-Whenever the term rating is used, the universe must be clearly understood-For example : If 26% of all Female 15-39 in Taiwan watched TTV Evening News, this program would have a 26 rating.,SOV & SO$,SOV : Percent of total advertising spending or weight within a product category that is held by a particular brand at a given timee.g.BrandTARPSOVOlay5,00050%Pond's4,00040%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-Don't look at audience duplication-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 programsProgramFemale 20-39TTV Evening News25CTV Drama Serials20CTS Foreign Film2065 GRPsEach of above shows achieved an individual 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,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 relation to dollar investmentProgram Cost/10" GRP/F20-39CPRCTV 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 to compare the efficiency of reaching your target among different programs or vehicleMedia VehicleUnit CostF20-39(000)CPMTV(Top 50 avg.)90,000 612.5$146.94MG (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 measured-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,The 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 advertising 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 concerned with average frequency-Important in determining advertising effectiveness,REACH & FREQUENCY,GRP = Reach x FrequencyF20-39 = Reach x Avg. Frequency400 GRP = 80%x5,Viewers countedonce %,Average no. of times they viewed,CALCULATINGREACH & FREQUENCY,For exampleFrequencyReachFrequency Reach1+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 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 Krugman1st bit : What is it ?2nd bit : What about it ?3rd bit : I know it.(complex message needs higher 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 level1+60%2+40%3+20% (effective reach is 20% at 3+)4+5%,SCHEDULING,A pattern of times when advertising will appear before the consumerFactors need consideration when developing scheduling strategiesSeasonalityPurchase cycleBrand awarenessCompetitive activityPromotional event Budget,SCHEDULING - CONTINUITY,Continuity - Even and continuous advertising supportProvides an on-going presence for the product with the consumer week after weekThe ads work as a reminderEntire purchase cycle is coveredReach consumers both when they are purchasing and when they are notRealistic only for large budgets,SCHEDULING - FLIGHTING,Flighting - Advertising schedule separated by hiatuses of no advertising supportCan break through competitive noise by concentrating advertising at higher levels during fewer weeksStretch limited budgetsProvide higher awareness levels during on-air periodMaximize impact when on-airTime your advertising according to the seasonality,SCHEDULING - PULSING,Pulsing - Consistent support with varying weight levelsProvides higher concentrations of weight at scheduled intervalsCan be accomplished by :Scheduling base weight and heavy-up the same mediumScheduling base weight for one medium and heavy up on a different mediumAlternating media Coordinating bursts with promotions,Reach Pattern - Blitz,全面攻击闪电战,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 year. 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 hopes 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 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 “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,CirculationNo. of copies of publication sold or distributedPass-along ReadersReaders who didn't purchase their own copy of a publication but read the copy of someone elseReadershipBoth primary and pass-along readersReaders per copy (RPC)Average no. of readers of a publication per copy of circulation,GENERAL TERMS FOR PRINT,ROPRun of Press refers to positions in a magazine or newspaper where the ad is placed where the publication choosesSplit-runDivide the circulation of a publication into groups that will receive different editorial and/or advertising,GENERAL TERMS FOR TV,ROS (Run of Schedule)Broadcast media where units or a schedule may appear at any time in the schedule of the stationZIP & ZAPUsing a remote control device to skip ahead of commercial or to change TV channelsBack to BackTwo or more commercials run one immediately following the otherRoadblocksPurchasing commercials on several stations during the same commercial break (which is the best for Reach),