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1、媒体基本实战技巧 Preparedby VickyHsuehFebruary3rd 1999 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 THEBASICMEDIATERMINOLOGY WILLHELPYOUGETINTOMEDIATERRITORY PURPOSE TofamiliarizeyouwiththebasicconceptsandterminologyusedinmediaTodemonstratehowtermscanbeappliedtomediaplanning BASICMEDIATERMSINTERPRE
2、TATION USE Audience TargetMediaMixRatingSOV SO GRPGICPRP CPMHUT PUTShare TVDaypartReach FrequencyReachCurveEffectiveReach FrequencySchedulingReachPattern GENERALTERMS PRINT Circulation Primaryreaders Pass alongreaders Readership Readerspercopy Split run TV ROS runofschedule Zipping Zapping Backtobac
3、k Roadblocks Audience ThenumberofTargetindividualsorhouseholdslikelytobeexposedtoamediavehicle Itcouldbe HouseholdsviewingaTVprogramintheaverageminute PersonslisteningtoaRadiostationduringacertainquarterhour ReadersofanaverageissueofaspecialMGorNP TARGET Theaudiencethatyouwanttoseeyouradvertisingmes
4、sage Usuallydefinedbyageandgender Forexample ForOilofOlay Female20 39ForH S M F15 49 MEDIAMIX Usemorethanonemediumtoreachtarget Thevalueofeachmediummustbeconsideredregardingitsabilitytoachievetheoverallobjective Factorstobeconsidered Amountofusebytarget PotentialReachvsFrequency Communicationstrengt
5、hens weakness Competitiveuse Clutter Cost Creative RATING Theaudienceexpressedasthepercentofauniverse Reportedbysyndicatedsources Wheneverthetermratingisused theuniversemustbeclearlyunderstood Forexample If26 ofallFemale15 39inTaiwanwatchedTTVEveningNews thisprogramwouldhavea26rating SOV SO SOV Perc
6、entoftotaladvertisingspendingorweightwithinaproductcategorythatisheldbyaparticularbrandatagiventimee g BrandTARPSOVOlay5 00050 Pond s4 00040 Others1 00010 Total10 000100 GRP Thesumofalltheratingpoints Totalnumberofexposuresagainstatargetaudienceexpressedasapercent 1GRP 1 ofuniverse Don tlookataudien
7、ceduplication GRPisameasureoftheheavinessofthecampaign Othercommonlyusedterms TRP TargetRatingPoint TARP TargetAudienceRatingPoint GRP AdditiveacrossprogramsProgramFemale20 39TTVEveningNews25CTVDramaSerials20CTSForeignFilm2065GRPsEachofaboveshowsachievedanindividualratingandcombined thescheduledeliv
8、ered65GRPwithanavg ratingof21 6foraprogramintheschedule GI Thousands Thousandsofviewersofagivenprogramthatareinyourtargetaudience alsoknownasimpressions Thesummationofthenumberofpeoplereachedbythecampaign So Thousands impressions RatingxUniverse Grossimpressions likeGRP isthesumofalltheimpressions o
9、r 000 ProgramF20 39Universe Viewers 000 TTVNews20 4 000 000800 000 CPR CPP CPRP CostofaspotortotalpackagedeliveredbytheGRPreceived UsedtomeasureratingpointsinrelationtodollarinvestmentProgramCost 10 GRP F20 39CPRCTVNews30 000152 000 CPM CostperThousands Costofaspotortotalpackagedividedbythethousands
10、 000 ofviewersinyourtargetaudience Thedollarfigureusedtoevaluatetherelativecostsofvariousmediawithinselectedaudience UsedtocomparetheefficiencyofreachingyourtargetamongdifferentprogramsorvehicleMediaVehicleUnitCostF20 39 000 CPMTV Top50avg 90 000612 5 146 94MG Top10avg 60 000497 0 124 20 HUT PUT The
11、numberofTVhouseholdorpersonsinthosehouseholdwithTVsetsonatthetimebeingmeasured ShowshowmuchTVusageoccursataparticulartime Areremarkablepredictable TVDAYPARTS Dividesthedayintoclustersofhourswithsimilarviewers 06 30am 14 00pm daytime 14 00pm 19 00pm earlyfringe 19 00pm 22 00pm primetime 22 00pm 24 00
12、pm latefringe REACH Theunduplicatednumberofhouseholdsorpersonsexposedatleastoncetoanadvertisementoradvertisingschedule Aperson householdisonlycountedonceevenifexposedtwoormoretimes 1 netreach Keyelement netorunduplicatednumberofpeopleexposed Importantindeterminingadvertisingeffectiveness FREQUENCY T
13、heaveragenumberoftimesahouseholdorpersonexposedtoanadvertisementoradvertisingscheduleinagivenperiodoftime Keyelement averageno oftimesexposed Somewillseemorethanothersbut tobereached onemustseetheadatleastonce Usuallyareconcernedwithaveragefrequency Importantindeterminingadvertisingeffectiveness REA
14、CH FREQUENCY GRP ReachxFrequencyF20 39 ReachxAvg Frequency400GRP 80 x5 Viewerscountedonce Averageno oftimestheyviewed CALCULATINGREACH FREQUENCY ForexampleFrequencyReachFrequencyReach1 80 15 2 75 225 3 50 32 4 48 4 48 1 80 REACHCURVE Principlesabouthowreachbuilds Reachgenerallybuildsveryquicklyatfir
15、st Overtime itbecomesdifficulttoincreasereachbecauseyouhavealreadyreachedthefrequentmediausers IncreasingGRPtendstoincreasefrequencywhilereachincreasesataslowrate seenextpagefortheexample EFFECTIVEFREQUENCY Theamountoffrequencyorrepetitionnecessaryforadvertisementstobeeffective Threebittheory byHerb
16、ertKrugman1stbit Whatisit 2ndbit Whataboutit 3rdbit Iknowit complexmessageneedshigherfrequency EFFECTIVEREACH Thepercentofatargetaudienceexposedtoanadvertisingwithinarangeoftimessufficienttoproduceapositivechange e g buildawareness image strengthenperception Frequency Reachedateachfrequencylevel1 60 2 40 3 20 effectivereachis20 at3 4 5 SCHEDULING ApatternoftimeswhenadvertisingwillappearbeforetheconsumerFactorsneedconsiderationwhendevelopingschedulingstrategiesSeasonalityPurchasecycleBrandawarene
