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1、Overall Media Process 媒媒 介介 简简 报报Table of contents 提提 案案 内内 容容Recap of basic media terminologyMedia role in the process of communication planbegin with media briefHow to determine objective and strategyMedia selection and mixHow to utilise the media data总 结 一 些 主 要 媒 介 用 词媒 介 的 角 色由 媒 介 的 提 示 开 始怎 样
2、 决 定 媒 介 目 标 及 策 略媒 介 选 择 及 组 合怎 样 有 效 利 用 媒 介 资 料Recap of basic media terminology 媒媒 介介 用用 词词Target Audience Rating Point (TARPs or TVR)example400,000 target audience watched the TVC1,687,000 total target population= 23.7 TVR or TARPs目 标 受 众 收 视 点Recap of basic media terminology媒介用词媒介用词Gross Rating
3、 Points (GRPs)is the summation of TARPs of a specified campaignthe number of target audience impacts generated by a defined burst of advertising expressed as a percentage of the target audience universe毛 收 视 点 是 目 标 受 众 收 视 点 的 总 和碳贷通：节能项目贷款，免抵押、零首付、二周内资金全额到账碳险通：节能项目保险，节能能力全责保险、项目收益权保险节能技术方案保险机构、银行机
4、构认可认证电话：6 82727533 了解更多，搜索 碳战军团Spot 1Spot 2Duplication of spot 1& 2Recap of basic media terminology媒介用词媒介用词Reach example到 达 率REACHRecap of basic media terminology媒介用词媒介用词Average Frequency exampleA one-week schedule with 144 GRPs & 61% reach, the average frequency is : 144 GRPs-= 2.4 Ave. frequency61
5、% Reach平 均 收 看 频 次Recap of basic media terminology媒介用词媒介用词CPRP ( Cost Per Rating Point ) The cost required to reach one percent of the target audience每 收 视 点 的 价 值Recap of basic media terminology媒介用词媒介用词CPM ( Cost per thousand ) The cost required to reach each thousand of target audience每 千 人 的 价 值P
6、romotion 促 销Price 价 格Four Ps in marketing process 市市 场场 策策 略略 的的 4 个个PProduct 产 品Place 地 点The role of advertising in the marketing process 广广 告告 担担 当当 的的 角角 色色Marketing Mix : Four Psi.The Product ii.The Price of that productiii. The Place where the product would be soldiv.The Promotion activities th
7、at will facilitate or induce a consumer to buy the producti.产 品ii.价 格iii.销 售 渠 道iv.广 告 及 推 广The role of media in the advertising process 媒媒 介介 担担 当当 的的 角角 色色Media is equally important the creative if not more thanThe greatest creative copy needs a right media vehicle to deliver to the right people,
8、at the right time, at the right level跟 广 告 创 意 同 等 地 位广 告 创 意 的 传 达， 有 赖 正 确 的 渠 道， 目 标 受 众 及 有 效 频 次 和 适 当 时 间。Media planning is 媒媒 体体 策策 划划 要要 考考 虑虑 . How many prospects do I need to reach? ( Reach )In which medium should I place my ads? ( Media choice )How many times should prospects see each ad
9、? ( Frequency )In which months should ads appear? ( Seasonality )In which markets should ads appear? ( Geographically )How much money should be spent in each medium? ( Media weight ) 到达率媒 体选 择广告收看频次季节性广 告 预 算 .Media planning process 媒媒 介介 策策 划划 流流 程程Media BriefFormulation of Media Objectives & Strat
10、egyDrawing of the Preliminary Media PlanDetailed Media Plan and buying媒 介 提 示确 定 媒 介 目 标 及 策 略媒 介 计 划 表执 行 购 买 工 作Media Briefing 媒媒 介介 提提 示示A good media plan starts with a good media briefA good media brief helps toset directionprioritise focusstimulate media creativityA good media brief should beco
11、mprehensive & clearsupported with figures if possiblelogical好 的 媒 介 提 案 从 媒 介 提 示 开 始媒 介 提 示 可 以 帮 助确 定 方 向编 排 重 要 性提 高 创 意同 时 具 备详 细 及 清 晰 资 料有 数 据 支 持合 逻 辑 的Essential information of a media brief 总总 结结 有有 以以 下下 主主 要要 内内 容容The Six Ws 1. HoWMarketing ObjectivesAdvertising Objectives六个W市 场 目 标广 告 目 标
12、Essential information of a media brief总结有以下主要内容总结有以下主要内容2.WhereConsumption locationsSales by regions/markets主 要 销 售 场 所区 域 销 售 分 布Essential information of a media brief总结有以下主要内容总结有以下主要内容3.WhatProduct informationBrand awarenessBrand share/Market penetrationMedia Budget/Production budgetWhat are the c
13、reative materials产 品 资 料产 品 知 名 度产 品 市 场 占 有 率媒 介 预 算创 作 概 念Essential information of a media brief总结有以下主要内容总结有以下主要内容4.WhoTarget consumerSource of businessKey competitors目 标 受 众销 售 来 源主 要 竞 争 对 手Essential information of a media brief总结有以下主要内容总结有以下主要内容5.WhenSeasonalityProduct life cyclePurchase time/u
14、sage timeCampaign period/fiscal year季 节产 品 寿 命购 买 周 期广 告 推 广 周 期Essential information of a media brief总结有以下主要内容总结有以下主要内容6.Whymaintain a critical mindgive thoughts合 理 性 的侧 面 创 意Media Objective 媒媒 介介 目目 标标What do we want to achieve ?Factors for consideration Marketing objectivesAdvertising objectivesB
15、udget limitationsCreative implicationsCompetitive strategy主 要 考 虑:市 场 目 标广 告 目 标广 告 预 算创 意 启 示竞 争 对 手 表 现Media Strategy 媒媒 介介 策策 略略How do we achieve the set objective(s)?Media SelectionMedia MixBuying Strategy怎 样 达 到 媒 介 目 标媒 介 选 择媒 介 组 合购 买 策 略Media selection is based on 媒媒 介介 选选 择择Comparison by Nu
16、mbersBeyond the Numbers数 据 比 较质 量 比 较Comparison by numbers 数数 据据 比比 较较Coverage capabilitythe higher target penetration, the least the wastageCost EfficiencyThe medium providing the highest coverage may not be necessarily the one with the best cost efficiency. The cost efficiency comparison is an imp
17、ortant criteria to suggest a second or third medium to be included as part of the media mix to improve the overall efficiency of the schedule覆 盖 能 力媒 介 有 效 值Television Reasons for using-dynamic product demonstration-mass coverage-cost efficiencyLimitations -high total cost-short life messages-clutte
18、red advertising environment电 视- 强 项-生 动， 有 感 染 力-大 众 化-有 效-弱 点-广 告 费 用 大- 短 暂 的 -复 杂 的Beyond the numbers 质质 量量 比比 较较Newspaper Reasons for using -sense of immediacy-flexibility-mass reach or targeted reachLimitations -high total cost-cluttered advertising environment-less production quality报刊-强项-有新闻重
19、要性-灵活-大众化,也可有选择性-弱点-费用大-复杂的-质量略差Beyond the numbers 质量比较质量比较Beyond the numbers 质量比较质量比较Magazines Reasons for using - fine colour reproduction- longer life span- higher pass-along readership- targeted reachLimitations- lack of immediacy- slow building of reach杂志-强项-印刷精美-长的广告生命力-目标受众集中-弱点-效力缓慢Beyond th
20、e numbers 质量比较质量比较RadioReasons for using- low cost- targeted reach- flexibilityLimitations- audio only- lack of mass coverage- cluttered advertising environment 电 台 强 项 - 费 用 便 宜 - 目 标 受 众 集 中- 灵 活 性 弱 点- 没 有 视 觉 效 应- 覆 盖 面 浅Outdoor (MTR / billboards / neon sign etc)Reasons for using- wide coverage-
21、 attentive- flexibility- around-the-clock exposureLimitations- high cost for impact- limited to simple messages- space availability 户 外 强 项- 覆 盖 面 广- 受 注 意 的- 灵 活 性- 弱 点- 费 用 不 便 宜- 不 可 用 复 杂 的 广 告 内 容- 不 容 易 找 到 黄 金 位 置Beyond the numbers 质量比较质量比较Media mix 媒媒 介介 组组 合合The benefit of using a media mix
22、extend the reachreinforce the messagepresent different product features based on the different characteristics of each medium 扩 大 覆 盖 率 加 强 不 同 的 感 染 力 不 同 的 创 意 模 式How to evaluate a media plan 怎怎 样样 评评 估估 媒媒 介介 计计 划划 书书Does your plan meet your media objectives ? 以 媒 介 提 示 作 为 参 考 标 准How to use the
23、media data ? 怎怎 样样 运运 用用 媒媒 介介 研研 究究 资资 料料Competitive analysis 竞竞 争争 对对 手手 资资 料料Give strategic insightsmedia facts and findingsbut not mean being followersinduce the competitive intelligencemedia impact vs media spending供 应 策 略 性 的 观 点 媒 介 数 据 但 不 是 说 要 用 后 来 者 对 手 策 略 得 到 指 引 媒 介 效 应 为 主， 投 放 价 值 为
24、 副Standard reach curve标准到达率图表标准到达率图表0%0%10%10%20%20%30%30%40%40%50%50%60%60%70%70%80%80%90%90%100%100%0 010010020020030030040040050050060060070070080080090090010001000GRPs GRPs ReachReach1+1+3+3+Certain principles about building reach建立到达率的规则建立到达率的规则Reach generally builds very quickly at firstAfter
25、time, it becomes difficult to increase reachIncreasing reach further means reaching light TV viewersIncreasing TARPs tends to increase frequency rather than reach在一个广告优势的初段,建立的速度比较快然后速度放缓覆盖的范围开始到达一些偏远的受众最后, 投放的作用主要放在提升收看广告的频次.Effective frequency有效的收看频次有效的收看频次The definitionThe number of exposures you
26、r target audience need to produce an optimum response from our advertising within a given period of timeEffective frequency Range有效的收看频次范围有效的收看频次范围The theoryThere is a minimum advertising exposure level for a product, below which there have not sufficient effect on the advertising goalThere is also
27、a maximum level above which there have either no further enhancement to the ad goal or even significant diminishing returnsMore focus delivery is expected with minimum wastage of resourcesEffective reach有效的覆盖率有效的覆盖率The definition(%) of the target audience who have had the opportunity to see the comm
28、ercial at the Effective FrequencyEffective frequency range optimal approach有效的媒体投放部署有效的媒体投放部署0%0%10%10%20%20%30%30%40%40%50%50%60%60%70%70%80%80%90%90%100%100%0 010010020020030030040040050050060060070070080080090090010001000GRPs GRPs ReachReach1+1+3+3+3-63-6How to utilise the media data 怎样利用媒介研究资料怎样
29、利用媒介研究资料Weekly AdvertisingAwareness DataWeekly MediaDelivery DataAdvertising AwarenessSensitivity CorrelationAdvertising AwarenessDecay FactorsPlanningParameters广告知名度资料广告知名度资料媒介投放资料媒介投放资料媒介计划考虑媒介计划考虑知名度与投放关系知名度与投放关系知名度衰退速度知名度衰退速度Ovaltine weekly awareness and GRPs知名度与广告投放知名度与广告投放Ovaltine awareness sm
30、oothed知名度与广告投放知名度与广告投放Constant decay factor of 20% gives correlation知名度衰退速度知名度衰退速度 While Panadol has a decay factor of only 5%知名度衰退速度知名度衰退速度How to do the optimum plan with data 怎样做最有效的媒介计划书怎样做最有效的媒介计划书BudgetSalesSeasonalityAdvertisingAwarenessDecay FactorsEffectiveFrequencyParametersGRPsR&FOptimumPl
31、anTo determine maximum effectiveness in spending strategy and pattern预算预算季节季节知名度衰退速度知名度衰退速度有效频次有效频次收视率收视率/覆盖覆盖/频次频次最有效的计划书最有效的计划书Questions 问题问题A TV campaign delivers 500 GRPs and reaches 74% of all people. What is the average frequency of exposure (OTS) to the advertising amongst people who were exp
32、osed to it ?在一个电视广告攻势里,如果可以得到500收视点,74%的覆盖率,请问目标受众收看的平均频次有多少?Questions and Answers 答案答案A TV campaign delivers 500 GRPs and reaches 74% of all people. What is the average frequency of exposure (OTS) to the advertising amongst people who were exposed to it ?6.76 Questions 问题问题A TV campaign is bought a
33、gainst a target audience of people 15 to 35 and an effective frequency criteria of 3 to 6. The maximum possible reach for the target audience seeing the advertising between 3 and 6 times is achieved at 350 GRPs. What happens to this reach if you buy a further 200 GRPs ?在一个电视广告攻势里,设定有效的收看频次范围3-6,假如这个
34、范围在350收视点时出现,再投放多200个视点的效果会是什么?Questions and Answers 答案答案A TV campaign is bought against a target audience of people 15 to 35 and an effective frequency criteria of 3 to 6. The maximum possible reach for the target audience seeing the advertising between 3 and 6 times is achieved at 350 GRPs. What h
35、appens to this reach if you buy a further 200 GRPs ?The 3-6 reach will go down because there will be more people exposed to more than 6 impacts for every incremental GRP than people going from 2 to 3 exposures 覆 盖 率 的 图 线 会 下 降Questions 问题问题Your client manufactures eye glasses. He asks you to prepar
36、e a TV media plan and advises you that the target audience is “people with bad eyesight”. Whats wrong with that?假如你有一个做眼镜的客户,他要求提供一份媒介计划书,而目标受众是设定“有视觉问题的观众”.请问以上逻辑有何不对?Questions and Answers 答案答案Your client manufactures eye glasses. He asks you to prepare a TV media plan and advises you that the targ
37、et audience is “people with bad eyesight”. Whats wrong with that?Bad eyesight is not a valid target audience definition because it is a genetic physical characteristic distributed randomly through the population which does not effect media consumption or lifestyle. The argument that they cannot see
38、the TV is no good since most people with problem vision wear glasses already but may well be in the market for a newer smarter pair“ 有 视 觉 问 题 的 观 众” 不 是 媒 介 设 定 目 标 受 众 的 范 畴Questions 问题问题You are asked to prepare an analysis looking at the effects of media investment on your FMCG clients business o
39、ver the last five years. You have various sets of data to analyse. Which of the following correlations is likely to be the strongest and why ?Media Spend vs SalesShare of Voice vs Market ShareUnaided Ad. Awareness vs GRPsGRPs vs Volume salesPrompted Brand Awareness vs Market Share假 如 要 分 析 以 下 相 关 的
40、 媒 介 研 究 资 料， 谁 是 最 有 密 切 关 联。 媒 介 投 放 与 销 量 媒 介 占 有 率 与 市 场 占 有 率 知 名 度 与 毛 收 视 点 毛 收 视 点 与 销 量 知 名 度 与 市 场 占 有 率Questions and Answers 答案答案You are asked to prepare an analysis looking at the effects of media investment on your FMCG clients business over the last five years. You have various sets of
41、 data to analyse. Which of the following correlations is likely to be the strongest and why ?Media Spend vs SalesShare of Voice vs Market Share*Unaided Ad. Awareness vs GRPs*GRPs vs Volume salesPrompted Brand Awareness vs Market ShareThere is a direct causal effect between the amount of advertising
42、people see and the extent to which it is remembered. All the other relationships are on other factors in the marketing mix and thus less likely to yield a strong correlation and may not be causally related. 知 名 度 与 收 视 点Questions 问题问题Your clients product has a 10% share of market in January 1999. Hi
43、s objective is to increase that share to 25% by January 2000. Assuming the product category volume remains the same, what constant monthly share increase will be needed to achieve this objective? 你 的 客 户 有10 市 场 占 有 率， 他 们 希 望 一 年 后 可 以 提 升 到25， 假 设 竞 争 环 境 不 变， 而 客 户 产 品 每 月 保 持 一 样 的 增 长 速 度， 请 问
44、这 个 增 长 速 度 是 什 么？Questions and Answers 答案答案Your clients product has a 10% share of market in January 1999. His objective is to increase that share to 25% by January 2000. Assuming the product category volume remains the same, what constant monthly share increase will be needed to achieve this objective?Its compound interest. The answer is 7.9348 %. Anything close gets the marks 这 是 个 复 合 累 积 利 率 的 计 算， 答 案 是 7.9348。
