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1、Media TrainingJan 13, 2002Hello !Good Afternoon ! Lets talk about MediaSurviving in the Media Jungle ?YOU Media Planning ?Number CrushingSerious Analytical JobBusy! Busy! Busy!100 Ways To Squeeze Media SalesA Lot Of JargonsSurviving in the Media Jungle ?To do our job better, we need yourSurviving in
2、 the Media Jungle ?UNDERSTANDINGUnderstandingWhat do we do ? How A/S can help ?What we are talking about ? TopicsDefinition of Media PlanningEffective Media PlanningMedia BriefingMedia JargonsReach & FrequencyWhat Does All The Jargon Really Mean?Media People Talk In Media JargonMedia People Talk In
3、Media Jargon“An Effective Reach of theTarget Audience at 3+/30%Requires 160 GRPs and the NetReach is 60%.”What does it mean ?Surviving in the Media Jungle ?ReachFrequencyContinuityThe Co-Existing RivalryContentRecapsWhy important ?Effective Frequency Vs Recency Optimization in Daily LifeSummary Poin
4、ts to Notice Television FocusTime FrameTarget Group Point-of-view onlyRecapsReach(%) 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 2 - duplicationspot 1spot 2Average FrequencyAverage no. o
5、f “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 x Average Frequency = GRPs / Reach ExampleConsider the following 6-spot schedule;Target : People 15 - 49ExampleTARPsSpot 1: 15Spot 2: 20S
6、pot 3: 11Spot 4: 30Spot 5: 8Spot 6: 26110ExampleTarget Audience : People 15 - 49Total TARPs=110Reach (1+)=64%Ave. Freq.=1.7R&F CurveTarget Audience : People 15 - 49Reach (%)GRPs1+2+3+About Building ReachReach generally builds very quickly at firstAfter time, it becomes difficult to increase reach (h
7、ave already reached the heavy TV viewers)Increasing reach furthers means reaching light TV viewersIncreasing weight tends to increase frequency rather than reachReach curve looks different by using different media combinations or daypart combinationDaytimePrimetimeCertain Principles about Building R
8、eachGenerally, certain media are known to be reach builders :TV, NewspapersBroad coverage, quick audience accumulationOthers are known as frequency builders :Radio, OutdoorFragmented audience, low ratingR&FWhy Important ?Why Important ?Exercise Group discussion on the importance of R&F to Clients; t
9、o Planners & to BuyersTime : 20 minutesWhy Important ? Who am I ?When I joined the advertising field?Why Important ? 1 1 time may not time may not be enough !be enough !How many times How many times I should hit I should hit my target this week ?my target this week ?How much is enough ? How much is
10、enough ? Why Important ?Client : evaluate effectiveness Planner : define the sufficient weight level to achieve an effective advertising campaignBuyer : better yardstick to optimized performanceR&F Different Schools of Thought Effective Frequency VS Recency How to Evaluate the EffectivenessWhat is t
11、he 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 minimum waste?Traditionally, media plans were evaluated on the basis of Reach, Frequency, GRPs a
12、nd CPMsSetting quantitative measurable Setting quantitative measurable media objectivesmedia objectivesIdentify the role of the advertising and its specific objectives in quantifiable termsIdentify the number of exposures that are necessary to convince each target prospectIdentify the percentage of
13、target prospects that have to be convinced in order to achieve the advertising objectivesIdentify the time frame which effective frequency objective has to be metEffectiveFrequency (EF)Why Effective Frequency“Average Frequency” can be misleading Avg. Frequency 3xPersonSchedule A Schedule B12x1x23x2x
14、33x2x44x4x53x6xEffective 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+Effective FrequencyAdvertising Recognition - In 1972, Herbert Krugman, psychologist and public opinion researcher, defined the
15、psychology of Commercial exposures as :First exposure : “Curiosity” What is it ?Second exposure : “Recognition” What of it ?Third exposure : “Decision” The first reminderEffective FrequencyFollowed by the book of Michael Naples in 1979; “Effective Frequency: the relationship between frequency and ad
16、vertising effectiveness” The “3-hit theory”become popularEF (Range)The theory is further modified by Colin McDonaldthere is a minimum advertising exposure level for a product, below which there is no effect on the advertising goalthere is a maximum level above which there is either no further enhanc
17、ement to the ad goal More focus delivery will be resulted with minimum wastage of resourcesEF (Range)Brand FactorsWell established focus of sales VS New productEstablished campaign VS New campaignSimple message VS Complex messageHigh impact creative VS Low impact creativeWith recent support VS Low r
18、ecent supportHigh interest category VS Low interest categoryEF (Range)Consumer FactorsReceptive target audience VS Unreceptive audienceReinforcing attitudes VS Changing attitudesReinforcing behavior VS Changing behaviorLow competitive activity VS High competitive activityLow media clutter VS High me
19、dia clutterEF Estimator Key ConsiderationsEffective FrequencyLow High12345Weighting ScoreTotal score of : 27.5(max) or 5.5(min)A. The Brand1.Well EstablishedNew Product2102.Established CampaignNew Campaign0.52.53.Simple messageComplex message0.52.54.High impact creativeLow impact creative155.Recent
20、support : HighRecent support : low156.High interest categoryLow interest category0.52.5 EF Estimator Key ConsiderationsEffective FrequencyLow High12345Weighting ScoreTotal Score of : 22.5(max) or 4.5(min)Grand Total Score : 50(max) or 10(min)B. The Consumer 7.Receptive targetUnreceptive15audience8.R
21、einforcing attitudes/Changing Attitudes/15behaviorsbehaviors9.Low competitiveHigh activity1.57.5activity10. Low media clutterHigh media clutter15EF EstimatorExampleA. The Brand1.Well EstablishedNew Product242.Established CampaignNew Campaign0.51.53.Simple messageComplex message0.51.54.High impact cr
22、eativeLow impact creative125.Recent support : HighRecent support : low126.High interest categoryLow interest category0.52 Key ConsiderationsEffective FrequencyLow High12345Weighting ScoreTotal score of : 13EF EstimatorExampleA. The Consumer 7.Receptive targetUnreceptive12audience8.Reinforcing attitu
23、des/Changing Attitudes/13behaviorsbehaviors9.Low competitiveHigh activity1.56activity10. Low media clutterHigh media clutter14 Key ConsiderationsEffective FrequencyLow High12345Weighting ScoreAverage score of : 15Total Score : 28For a 4-week period, we assumean effective frequency range from 1 - 8an
24、d the range of frequency of 2 times moreScore RangeStrike Rate Range10-141-315-192-420-243-525-294-630-345-735-396-840-447-945-508-10Effective ReachThe definition(%) of the target audience who have had the opportunity to see the commercial at the Effective FrequencyEffective ReachHow to establishBy
25、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 45% is the norm In term of cost efficiencyWhat is the relationship between cost and effective reach ?Cost efficiency approac
26、h for n+ effective frequencyCost per Effective 3+ ReachCost efficiency approach for n+ effective frequencyCost per 1% Effective 3+ Reach (Rmb)100 150 200 250 300 350 400 GRPs3+ ReachCost Efficient ZoneRecencyRecency TheoryJohn Philip Jones and Erwin EphronEffective frequency is provided by ONE singl
27、e exposureRecency TheoryFocus on purchase trigger, relevancy. When Ad works. People used to look for information about products to shopLess weight, more weeksWhen is more important than how manyRecency Theory“ There is a window of advertising opportunity preceding each purchase. Media plannings job
28、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 short-term.”Recency TheoryWhen a brand is unadvertised, its sales will suffer from successful competitive campaigns. The only way in whic
29、h a brand can be protected is to be on the air fairly continuouslyBetter thought as presenceRecency TheoryPlan for reach not frequency Plan for continuity not burstsUse one-week not 4-week planning methodShop for lowest cost-per-reach-point not just lower CPMUse dispersion (low ratings) not concentr
30、ation (high ratings)Aim to buy 50 -70 GRPs and 1+35% per week Plan by R & FDerive your Media ObjectiveTo deliver an effective reach of 55% of all people 14 - 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
31、cost to buy the above GRPs ?In what station or prime/fringe mix should I buy for this schedule ?Optimizationin Daily LifeObjectives for OptimizationAchieve the same Effective reach with the minimal budgetAchieve the highest Effective reach with the same amount of money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
32、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
33、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FX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 70390130250Optimal Performance approach for effective frequency rangeTime FrameAcross what period should we be looking at achieving the required effective frequency ?campaign objectivesdecision mak
34、ing processpurchase cyclecompetitive activitydesired responsetactical considerationsseasonalityaffordabilityTime FrameCampaign ObjectiveThematic / Tactical (promotion)Decision making processLong term planning / impulse buyPurchasing cycle and usage (nature of product)Weekly for Beer, Monthly for FMC
35、G, Quarterly for DiamondEffective Reach / FrequencyMerits of planning by Effective Reach / Effective Frequency Planning UnitAble to determine how much media weight is required to deliver the desired level of consumer responseSpecific goals, based on given effective frequency level is provided to eva
36、luate media planning effectiveness instead of the use of average exposure estimationsMedia performance can be optimized within given budgetEffective Reach / FrequencyBuying UnitTo optimize the most cost efficient schedule to deliver the pre-determined effective reach and frequency levelA better guid
37、eline to follow as a yardstickR & F OptimizationSome rules of thumb for selecting time slot for a spot scheduleTARPsCPRP* Select RationaleHighLowBuild reach & cost efficientHighHighBuild reach but not cost efficientLowLowBuild FrequencyLowHigh XNot cost efficient, cant build R&F* CPRP = Media cost (
38、Nett/Gross) / TARPsReach / Frequency OptimizationSame Schedule in Different WeeksSame spot schedules deliver different GRPs level in different weeksEverybody has different lifestyle / TV viewing habit every week, therefore each spot although scheduled at the same program, score different ratings eve
39、ry weekSame spot schedules achieve different R&F in different weeksReach / Frequency OptimizationExample 1 : 6 spots schedule in SHTV / OTV GRPs Ave. Freq 1+Reach.1st Week (w/c Nov 20)68 1.3052%2nd Week (w/c Nov 28)60 1.3345%Reach / Frequency OptimizationSame spot schedule on different station mix w
40、ill deliver different R&F distributionMulti-station buy will maximize net reach of 1+ or 2+Single station buy will maximize 3+ or aboveSingle station buy can enhance higher average frequency than multi-station buyReach / Frequency OptimizationExample 2 : 6 spots schedule in different station buyGRPs
41、 Ave. Freq.1+2+3+4+SHTV only 47 1.50321032SHTV / OTV 52 1.30521511Reach / Frequency OptimizationSame budget spot schedule with 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 bu
42、yPrime / fringe combination is also more cost efficient (in term of CPRP) than sole prime time buyReach / Frequency OptimizationExample 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 sp
43、lit in budget, 55/45 split in rating)Reach / Frequency OptimizationOther ways to optimize R&F delivery1 spot per day in SHTV (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
44、 and have highest ave. frequency within all of the above schedulesReach / Frequency OptimizationExample 4 : Different no. 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 1.7269532TV Optimization SoftwareSuper-Midas &
45、X-pertContinuityFurther to the determined planning units, how often should this advertising weight be repeated ?For fixed budget, the choices could be :Low weight, more weeksHigh weight, less weeksFactors to considerSales responseSeasonalityCompetitive presenceDecay factorContinuityDecay Factorthe r
46、ate at which spontaneous brand awareness declines after advertising stopsRapid rate : new brandshighly competitiveclutter environmentSlow rate :well-established brandgeneric producthigh interest level productContinuityReachNew ProductPromotionProduct with high market turnoverFrequency / ContinuityPr
47、oduct aims at micro marketingMature productProduct with short purchasing cycleWith limited media budget, it is impossible to maximize the three of reach, frequency and continuity. Priority should be considered according to different situationOur Point of View There are No Absolutes in Media Planning
48、SummaryMedia planners do not always have to make an absolute choice between effective frequency and recency: the answer is not always high frequency and bursts, nor always low weight and continuitySummaryRecency is a discipline of media planning, just like effective frequency is - but just one disci
49、pline. They form part of the equation: they are not the full sum in their own rightRole of media is to ensure that theSummarycommunication 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, cam
50、paign stage, etc use the common sense and make your own logical judgement. The effective level will vary by category, brand, campaign and markets.SummaryMedia is a science. Media is an art . ThankYou !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
51、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 现有媒体分析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
52、（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）媒体的基本概念到达率（到达率（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。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
53、二次收视率 - 重复收视率重复收视率spot 1spot 2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 x 平均频
54、次 = 总收视点 /到达率 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ExampleTARPsSpot 1: 15Spot 2: 20Spot 3: 11Spot 4: 30Spot 5: 8Spot 6: 26110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.=1.7到达率和到达频次的曲线目标受众 : 15 49岁人群Reach (%)GRPs1+2+3+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
55、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CPRP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：
56、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顶级顶级4A4A广告品牌营销策划资料库广告品牌营销策划资料库原创整编！保留权限！原创整编！保留权限！唯一购买官方网：唯一购买官方网：旺昌资料城旺昌资料城 QQ：602429086
