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1、Media Training1Hello !2Good Afternoon !3 Lets talk about Media4Surviving in the Media Jungle ?YOU5 Media Planning ?6Number Crushing7Serious Analytical Job8Busy! Busy! Busy!9100 Ways To Squeeze Media Sales10A Lot Of Jargons爱上春天 PPTV破解版 11Surviving in the Media Jungle ?To do our job better, we need yo
2、ur12Surviving in the Media Jungle ?UNDERSTANDING13UnderstandingWhat do we do ? How A/S can help ?What we are talking about ? 14TopicsDefinition of Media PlanningEffective Media PlanningMedia BriefingMedia JargonsReach & Frequency眉山网站建设 （）15What Does All The Jargon Really Mean?Media People Talk In Me
3、dia Jargon16Media People Talk In Media Jargon“An Effective Reach of theTarget Audience at 3+/30%Requires 160 GRPs and the NetReach is 60%.”What does it mean ?17Surviving in the Media Jungle ?18ReachFrequencyContinuityThe Co-Existing Rivalry爱上春天 PPTV破解版 19ContentRecapsWhy important ?Effective Frequen
4、cy Vs Recency Optimization in Daily LifeSummary 20Points to Notice Television FocusTime FrameTarget Group Point-of-view only21Recaps22Reach(%) of different people who have an opportunity to see a commercial in a media schedule at least once. No duplication is involvede.g.1+ Reach = rating 1 + rating
5、 2 - duplicationspot 1spot 223Average FrequencyAverage no. of “Opportunity to See” a commercial within a given period of time. With some people having more opportunities to expose to the commercial and some people less2 x3 x24Average Frequency = GRPs / Reach 25ExampleConsider the following 6-spot sc
6、hedule;Target : People 15 - 49ExampleTARPsSpot 1: 15Spot 2: 20Spot 3: 11Spot 4: 30Spot 5: 8Spot 6: 2611026ExampleTarget Audience : People 15 - 49Total TARPs=110Reach (1+)=64%Ave. Freq.=1.727R&F CurveTarget Audience : People 15 - 49Reach (%)GRPs1+2+3+28About Building ReachReach generally builds very
7、quickly at firstAfter time, it becomes difficult to increase reach (have already reached the heavy TV viewers)Increasing reach furthers means reaching light TV viewersIncreasing weight tends to increase frequency rather than reach29Reach curve looks different by using different media combinations or
8、 daypart combinationDaytimePrimetime30Certain Principles about Building ReachGenerally, certain media are known to be reach builders :TV, NewspapersBroad coverage, quick audience accumulationOthers are known as frequency builders :Radio, OutdoorFragmented audience, low rating31R&FWhy Important ?32Wh
9、y Important ?Exercise Group discussion on the importance of R&F to Clients; to Planners & to BuyersTime : 20 minutes33Why Important ? Who am I ?When I joined the advertising field?34Why Important ? 1 1 time may not time may not be enough !be enough !35How many times How many times I should hit I sho
10、uld hit my target this week ?my target this week ?How much is enough ? How much is enough ? 36Why Important ?Client : evaluate effectiveness Planner : define the sufficient weight level to achieve an effective advertising campaignBuyer : better yardstick to optimized performance37R&F Different Schoo
11、ls of Thought 38Effective Frequency VS Recency 39How to Evaluate the EffectivenessWhat is the value of repeated exposure to an ad message?Does the 2nd or 3rd have the same effect as the 1st?How about the exposures beyond the 3rd?Is the current budget utilized to provide maximum response with a minim
12、um waste?Traditionally, media plans were evaluated on the basis of Reach, Frequency, GRPs and CPMs40Setting quantitative measurable Setting quantitative measurable media objectivesmedia objectivesIdentify the role of the advertising and its specific objectives in quantifiable termsIdentify the numbe
13、r of exposures that are necessary to convince each target prospectIdentify the percentage of target prospects that have to be convinced in order to achieve the advertising objectivesIdentify the time frame which effective frequency objective has to be met41EffectiveFrequency (EF)42Why Effective Freq
14、uency“Average Frequency” can be misleading 43Avg. Frequency 3xPersonSchedule A Schedule B12x1x23x2x33x2x44x4x53x6x44Effective FrequencyThe number of exposures your target audience need to produce an optimum response from our advertising within a given period of time1+3+4+2+45Effective FrequencyAdver
15、tising Recognition - In 1972, Herbert Krugman, psychologist and public opinion researcher, defined the psychology of Commercial exposures as :First exposure : “Curiosity” What is it ?Second exposure : “Recognition” What of it ?Third exposure : “Decision” The first reminder46Effective FrequencyFollow
16、ed by the book of Michael Naples in 1979; “Effective Frequency: the relationship between frequency and advertising effectiveness” The “3-hit theory”become popular47EF (Range)The theory is further modified by Colin McDonaldthere is a minimum advertising exposure level for a product, below which there
17、 is no effect on the advertising goalthere is a maximum level above which there is either no further enhancement to the ad goal More focus delivery will be resulted with minimum wastage of resources48EF (Range)Brand FactorsWell established focus of sales VS New productEstablished campaign VS New cam
18、paignSimple message VS Complex messageHigh impact creative VS Low impact creativeWith recent support VS Low recent supportHigh interest category VS Low interest category49EF (Range)Consumer FactorsReceptive target audience VS Unreceptive audienceReinforcing attitudes VS Changing attitudesReinforcing
19、 behavior VS Changing behaviorLow competitive activity VS High competitive activityLow media clutter VS High media clutter50EF EstimatorKey ConsiderationsEffective FrequencyLow High12345Weighting ScoreTotal score of : 27.5(max) or 5.5(min)A. The Brand1.Well EstablishedNew Product2102.Established Cam
20、paignNew Campaign0.52.53.Simple messageComplex message0.52.54.High impact creativeLow impact creative155.Recent support : HighRecent support : low156.High interest categoryLow interest category0.52.5 51EF EstimatorKey ConsiderationsEffective FrequencyLow High12345Weighting ScoreTotal Score of : 22.5
21、(max) or 4.5(min)Grand Total Score : 50(max) or 10(min)B. The Consumer 7.Receptive targetUnreceptive15audience8.Reinforcing attitudes/Changing Attitudes/15behaviorsbehaviors9.Low competitiveHigh activity1.57.5activity10. Low media clutterHigh media clutter1552EF EstimatorExampleA. The Brand1.Well Es
22、tablishedNew Product242.Established CampaignNew Campaign0.51.53.Simple messageComplex message0.51.54.High impact creativeLow impact creative125.Recent support : HighRecent support : low126.High interest categoryLow interest category0.52 Key ConsiderationsEffective FrequencyLow High12345Weighting Sco
23、reTotal score of : 1353EF EstimatorExampleA. The Consumer 7.Receptive targetUnreceptive12audience8.Reinforcing attitudes/Changing Attitudes/13behaviorsbehaviors9.Low competitiveHigh activity1.56activity10. Low media clutterHigh media clutter14Key ConsiderationsEffective FrequencyLow High12345Weighti
24、ng ScoreAverage score of : 15Total Score : 2854For a 4-week period, we assumean effective frequency range from 1 - 8and the range of frequency of 2 times more55Score RangeStrike Rate Range10-141-315-192-420-243-525-294-630-345-735-396-840-447-945-508-1056Effective ReachThe definition(%) of the targe
25、t audience who have had the opportunity to see the commercial at the Effective Frequency57Effective ReachHow to establishBy judgment, experience, research supportHow much effective reach can be afforded within the budget ?How much is needed to achieve the marketing goals ?George B. Murray suggested
26、45% is the norm In term of cost efficiencyWhat is the relationship between cost and effective reach ?58Cost efficiency approach for n+ effective frequencyCost per Effective 3+ Reach59Cost efficiency approach for n+ effective frequencyCost per 1% Effective 3+ Reach (Rmb)100 150 200 250 300 350 400 GR
27、Ps3+ ReachCost Efficient Zone60Recency61Recency TheoryJohn Philip Jones and Erwin EphronEffective frequency is provided by ONE single exposure62Recency TheoryFocus on purchase trigger, relevancy. When Ad works. People used to look for information about products to shopLess weight, more weeksWhen is
28、more important than how many63Recency Theory“ There is a window of advertising opportunity preceding each purchase. Media plannings job is to place the message in that window” “If you want your advertising to benefits your brands in the long term, demonstrate its ability to sell your brands in the s
29、hort-term.”64Recency TheoryWhen a brand is unadvertised, its sales will suffer from successful competitive campaigns. The only way in which a brand can be protected is to be on the air fairly continuouslyBetter thought as presence65Recency TheoryPlan for reach not frequency Plan for continuity not b
30、urstsUse one-week not 4-week planning methodShop for lowest cost-per-reach-point not just lower CPMUse dispersion (low ratings) not concentration (high ratings)Aim to buy 50 -70 GRPs and 1+35% per week 66Plan by R & FDerive your Media ObjectiveTo deliver an effective reach of 55% of all people 14 -
31、49 at an effective frequency of 3+ across 4 wks periodNext QuestionHow much GRPs is required to deliver the above objective ?How much it will cost to buy the above GRPs ?In what station or prime/fringe mix should I buy for this schedule ?67Optimizationin Daily Life68Objectives for OptimizationAchiev
32、e the same Effective reach with the minimal budgetAchieve the highest Effective reach with the same amount of money69打怪兽游戏打怪兽游戏目的：以最小的花费打死至少目的：以最小的花费打死至少80%的怪兽的怪兽规则：规则：1.现在有六只怪兽，它们的死现在有六只怪兽，它们的死 穴会按不同的时间出现在身体穴会按不同的时间出现在身体 不同的地方不同的地方(见附表见附表) 2.怪兽被打中两次就会死亡怪兽被打中两次就会死亡 3.要在不同时间攻击不同的地方会需要不同的子要在不同时间攻击不同的地
33、方会需要不同的子弹，价钱亦会不一样弹，价钱亦会不一样(见附表见附表) 4.每颗子弹只可用一次，不可重复使用每颗子弹只可用一次，不可重复使用 5.子弹可同时攻击六只怪兽子弹可同时攻击六只怪兽70怪兽死穴表怪兽死穴表头 手 脚早 午 晚头 手 脚早 午 晚头 手 脚早 午 晚头 手 脚早 午 晚头 手 脚早 午 晚头 手 脚早 午 晚怪兽A怪兽BXXXXXXXXXXXXXXXXXXX怪兽C怪兽D怪兽E怪兽FX71子弹价格表子弹价格表( (人民币人民币) ) 头 手 脚早 午 晚200 60 40400500 7039013025072Optimal Performance approach for
34、 effective frequency range73Time FrameAcross what period should we be looking at achieving the required effective frequency ?campaign objectivesdecision making processpurchase cyclecompetitive activitydesired responsetactical considerationsseasonalityaffordability74Time FrameCampaign ObjectiveThemat
35、ic / Tactical (promotion)Decision making processLong term planning / impulse buyPurchasing cycle and usage (nature of product)Weekly for Beer, Monthly for FMCG, Quarterly for Diamond75Effective Reach / FrequencyMerits of planning by Effective Reach / Effective Frequency Planning UnitAble to determin
36、e how much media weight is required to deliver the desired level of consumer responseSpecific goals, based on given effective frequency level is provided to evaluate media planning effectiveness instead of the use of average exposure estimationsMedia performance can be optimized within given budget7
37、6Effective Reach / FrequencyBuying UnitTo optimize the most cost efficient schedule to deliver the pre-determined effective reach and frequency levelA better guideline to follow as a yardstick77R & F OptimizationSome rules of thumb for selecting time slot for a spot scheduleTARPsCPRP* Select Rationa
38、leHighLowBuild reach & cost efficientHighHighBuild reach but not cost efficientLowLowBuild FrequencyLowHigh XNot cost efficient, cant build R&F* CPRP = Media cost (Nett/Gross) / TARPs78Reach / Frequency OptimizationSame Schedule in Different WeeksSame spot schedules deliver different GRPs level in d
39、ifferent weeksEverybody has different lifestyle / TV viewing habit every week, therefore each spot although scheduled at the same program, score different ratings every weekSame spot schedules achieve different R&F in different weeks79Reach / Frequency OptimizationExample 1 : 6 spots schedule in SHT
40、V / OTV GRPs Ave. Freq 1+Reach.1st Week (w/c Nov 20)68 1.3052%2nd Week (w/c Nov 28)60 1.3345%80Reach / Frequency OptimizationSame spot schedule on different station mix will deliver different R&F distributionMulti-station buy will maximize net reach of 1+ or 2+Single station buy will maximize 3+ or
41、aboveSingle station buy can enhance higher average frequency than multi-station buy81Reach / Frequency OptimizationExample 2 : 6 spots schedule in different station buyGRPs Ave. Freq.1+2+3+4+SHTV only 47 1.50321032SHTV / OTV 52 1.3052151182Reach / Frequency OptimizationSame budget spot schedule with
42、 different prime/fringe ratio will deliver different R&F distributionCombination of prime / fringe buy will maximize both net reach and ave. frequency than sole prime time buyPrime / fringe combination is also more cost efficient (in term of CPRP) than sole prime time buy83Reach / Frequency Optimiza
43、tionExample 3 : RMB 136,000 budget plan in a prime time buy and a prime/fringe combinationGRPs Ave. Freq.1+2+3+4+5+Prime only 68 1.35215110Prime/fringe 136 1.970401562(82/18 split in budget, 55/45 split in rating)84Reach / Frequency OptimizationOther ways to optimize R&F delivery1 spot per day in SH
44、TV (6 days) maximizes 1+2 consecutive spots per day (3 days) maximizes 2+3 consecutive spots per day (2 days) maximizes 3+6 consecutive spots a day (1 day) maximizes 4+ and above and have highest ave. frequency within all of the above schedules85Reach / Frequency OptimizationExample 4 : Different no
45、. of spots per dayGRPs Ave. Freq.1+2+3+4+5+1 spot/day 45 1.43392112 spots/day 43 1.627112113 spots/day 48 1.629114216 spots 1 day 45 1.726953286TV Optimization SoftwareSuper-Midas & X-pert87ContinuityFurther to the determined planning units, how often should this advertising weight be repeated ?For
46、fixed budget, the choices could be :Low weight, more weeksHigh weight, less weeksFactors to considerSales responseSeasonalityCompetitive presenceDecay factor88ContinuityDecay Factorthe rate at which spontaneous brand awareness declines after advertising stopsRapid rate : new brandshighly competitive
47、clutter environmentSlow rate :well-established brandgeneric producthigh interest level product89ContinuityReachNew ProductPromotionProduct with high market turnoverFrequency / ContinuityProduct aims at micro marketingMature productProduct with short purchasing cycleWith limited media budget, it is i
48、mpossible to maximize the three of reach, frequency and continuity. Priority should be considered according to different situation90Our Point of View 91There are No Absolutes in Media Planning92SummaryMedia planners do not always have to make an absolute choice between effective frequency and recenc
49、y: the answer is not always high frequency and bursts, nor always low weight and continuity93SummaryRecency is a discipline of media planning, just like effective frequency is - but just one discipline. They form part of the equation: they are not the full sum in their own rightRole of media is to e
50、nsure that the94Summarycommunication is distributed to a target audience effectively and efficiently. What we need to do is to apply the discipline, consider other variables like share of voice, campaign stage, etc use the common sense and make your own logical judgement. The effective level will va
51、ry by category, brand, campaign and markets.95SummaryMedia is a science. Media is an art . 96ThankYou !97如何选择媒体如何选择媒体二零零二年二月二零零二年二月98如何判断媒介计划的质量最低廉的投放成本最低廉的投放成本最有效的投放效果最有效的投放效果99现有媒体分析主要媒体主要媒体1.电视电视2.报纸报纸 3.杂志杂志 4.户外户外5.电台电台 6.因特网因特网 7.电影院电影院 100现有媒体分析101媒体的地理性策略因素（一）产品地区发展策略产品地区发展策略品牌铺货状况及进展品牌铺货状况及
52、进展目标受众人口数量目标受众人口数量经济发展状况经济发展状况102媒体的地理性策略因素（二）销售成长趋势销售成长趋势品牌市场占有率与获利经验品牌市场占有率与获利经验品牌过去所累积的资产品牌过去所累积的资产市场对传播的反应市场对传播的反应媒体投资效率媒体投资效率103媒体的基本概念收视率（收视率（Rating）- 在一个节目中，看到过这个在一个节目中，看到过这个广告的人的百分比。（广告的人的百分比。（GRP）目标受众收视点（目标受众收视点（TARP）- 目标受众中看到这目标受众中看到这个广告的人的百分比。（即目标受众的个广告的人的百分比。（即目标受众的GRP）104媒体的基本概念到达率（到达率（
53、Reach）- 在一定的期间内（通常指的在一定的期间内（通常指的是是4周），暴露于任何广告至少一次的非重复性周），暴露于任何广告至少一次的非重复性人口比率。人口比率。单位收视点成本（单位收视点成本（CPRP）- 电视广告每电视广告每GRP所所需花费金额。需花费金额。千人收视成本（千人收视成本（CPM）-每到达每到达1000个人所花费个人所花费的广告金额。的广告金额。105到达率例：例：1+ 到达率到达率 = 第一次收视率第一次收视率+第二次收视率第二次收视率 - 重复收视率重复收视率spot 1spot 2106媒体的基本概念接触频次（接触频次（Frequency）- 在一定期间内，接触在一定
54、期间内，接触广告的对象消费者的接触次数。广告的对象消费者的接触次数。平均接触频次（平均接触频次（AF） - 接触广告的对象消费者接触广告的对象消费者中，平均每个人的接触次数。中，平均每个人的接触次数。 有效接触频次有效接触频次 （EF）- 对消费者达到广告诉求对消费者达到广告诉求目的所需要的广告露出频率目的所需要的广告露出频率107平均频次平均频次接触广告的对象消费者中，平均每个人的接触次接触广告的对象消费者中，平均每个人的接触次数。数。 2 x3 x108平均频次 = 总收视点 /到达率 109例子请观察下附投放排期请观察下附投放排期;目标受众目标受众 : 15 49岁人群岁人群Exampl
55、eTARPsSpot 1: 15Spot 2: 20Spot 3: 11Spot 4: 30Spot 5: 8Spot 6: 26110110例子目标受众目标受众 : 15 49岁人群岁人群Total TARPs=110Reach (1+)=64%Ave. Freq.=1.7111到达率和到达频次的曲线目标受众 : 15 49岁人群Reach (%)GRPs1+2+3+112为什么重要 ?对于客户对于客户 :评估广告的投放效率评估广告的投放效率 对于策划对于策划 :测算出达到最佳广告投放效率所测算出达到最佳广告投放效率所需的足够预算金额需的足够预算金额对于购买对于购买 :便于精确测算以达到最优
56、化的媒便于精确测算以达到最优化的媒体购买行为体购买行为113如何选择媒体以提高品牌知名度为目的：以提高品牌知名度为目的：高到达率高到达率广告的持续性广告的持续性以提高品牌认知度为目的：以提高品牌认知度为目的：高的有效到达频率频次高的有效到达频率频次提高提高CPRP114以实例介绍媒介工作可口可乐可口可乐Vs.百事可乐在中国百事可乐在中国品牌背景：品牌背景：可口可乐形象为传统型，进入中国较早可口可乐形象为传统型，进入中国较早百事可乐形象为时尚型，进入中国较迟百事可乐形象为时尚型，进入中国较迟地域影响：地域影响：从北至南市场占有率可口可乐由强至弱，而百从北至南市场占有率可口可乐由强至弱，而百事可乐
57、由弱至强。由市场背景影响。事可乐由弱至强。由市场背景影响。可口可乐可口可乐/百事可乐，在北京：百事可乐，在北京：8/2；在上海：；在上海：5/5；在广州：；在广州：2/8导致通路状况各异导致通路状况各异115以实例介绍媒介工作可口可乐可口可乐Vs.百事可乐在中国百事可乐在中国投放效果：投放效果：在相应市场的弱势品牌必须保持的，有竞争力在相应市场的弱势品牌必须保持的，有竞争力度的广告，才能维持现有市场，并有少量拓展度的广告，才能维持现有市场，并有少量拓展如强势品牌以相同力度投放，市场将轻易收回如强势品牌以相同力度投放，市场将轻易收回必须策划和执行一些活动配合广告投放，效果必须策划和执行一些活动配合广告投放，效果才能显著才能显著投放策略：投放策略：根据不同的品牌背景购买相应的媒体、节目根据不同的品牌背景购买相应的媒体、节目在相应市场的弱势品牌必须掌握投放的提前量在相应市场的弱势品牌必须掌握投放的提前量依据自身的市场现状合理调配投放，不要无谓依据自身的市场现状合理调配投放，不要无谓的浪费资源的浪费资源116
