媒介简报知识

OverallMediaProcess媒介简报June21,1999Tableofcontents提案内容•Recapofbasicmediaterminology•Mediaroleintheprocessofcommunicationplan•beginwithmediabrief•Howtodetermineobjectiveandstrategy•Mediaselectionandmix•Howtoutilisethemediadata•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Recapofbasicmediaterminology媒介用词TargetAudienceRatingPoint(TARPsorTVR)•example400,000targetaudiencewatchedtheTVC1,687,000totaltargetpopulation=23.7TVRorTARPs目标受众收视点Recapofbasicmediaterminology媒介用词GrossRatingPoints(GRPs)•isthesummationofTARPsofaspecifiedcampaign•thenumberoftargetaudienceimpactsgeneratedbyadefinedburstofadvertisingexpressedasapercentageofthetargetaudienceuniverse毛收视点•是目标受众收视点的总和Spot1Spot2Duplicationofspot1&2Recapofbasicmediaterminology媒介用词Reach•example到达率REACHRecapofbasicmediaterminology媒介用词AverageFrequency•example–Aone-weekschedulewith144GRPs&61%reach,theaveragefrequencyis:144GRPs------------=2.4Ave.frequency61%Reach平均收看频次Recapofbasicmediaterminology媒介用词CPRP(CostPerRatingPoint)•Thecostrequiredtoreachonepercentofthetargetaudience每收视点的价值Recapofbasicmediaterminology媒介用词CPM(Costperthousand)•Thecostrequiredtoreacheachthousandoftargetaudience每千人的价值Promotion促销Price价格FourP’sinmarketingprocess市场策略的4个PProduct产品Place地点Theroleofadvertisinginthemarketingprocess广告担当的角色MarketingMix:FourP’si.TheProductii.ThePriceofthatproductiii.ThePlacewheretheproductwouldbesoldiv.ThePromotionactivitiesthatwillfacilitateorinduceaconsumertobuytheproducti.产品ii.价格iii.销售渠道iv.广告及推广Theroleofmediaintheadvertisingprocess媒介担当的角色Mediaisequallyimportantthecreativeifnotmorethan•Thegreatestcreativecopyneedsarightmediavehicletodelivertotherightpeople,attherighttime,attherightlevel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。Mediaplanningis…媒体策划要考虑...•HowmanyprospectsdoIneedtoreach?(Reach)•InwhichmediumshouldIplacemyads?(Mediachoice)•Howmanytimesshouldprospectsseeeachad?(Frequency)•Inwhichmonthsshouldadsappear?(Seasonality)•Inwhichmarketsshouldadsappear?(Geographically)•Howmuchmoneyshouldbespentineachmedium?(Mediaweight)•到达率•媒体选择•广告收看频次•季节性•广告预算•...Mediaplanningprocess媒介策划流程•MediaBrief•FormulationofMediaObjectives&Strategy•DrawingofthePreliminaryMediaPlan•DetailedMediaPlanandbuying•媒介提示•确定媒介目标及策略•媒介计划表•执行购买工作MediaBriefing媒介提示AgoodmediaplanstartswithagoodmediabriefAgoodmediabriefhelpsto–setdirection–prioritisefocus–stimulatemediacreativityAgoodmediabriefshouldbe–comprehensive&clear–supportedwithfiguresifpossible–logical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Essentialinformationofamediabrief总结有以下主要内容TheSixWs1.HoW–MarketingObjectives–AdvertisingObjectives六个W–市场目标–广告目标Essentialinformationofamediabrief总结有以下主要内容2.Where–Consumptionlocations–Salesbyregions/markets–主要销售场所–区域销售分布Essentialinformationofamediabrief总结有以下主要内容3.What–Productinformation–Brandawareness–Brandshare/Marketpenetration–MediaBudget/Productionbudget–Whatarethecreativematerials–产品资料–产品知名度–产品市场占有率–媒介预算–创作概念Essentialinformationofamediabrief总结有以下主要内容4.Who–Targetconsumer–Sourceofbusiness–Keycompetitors–目标受众–销售来源–主要竞争对手Essentialinformationofamediabrief总结有以下主要内容5.When–Seasonality–Productlifecycle–Purchasetime/usagetime–Campaignperiod/fiscalyear–季节–产品寿命–购买周期–广告推广周期Essentialinformationofamediabrief总结有以下主要内容6.Why–maintainacriticalmind–givethoughts–合理性的–侧面创意MediaObjective媒介目标Whatdowewanttoachieve?FactorsforconsiderationMarketingobjectives»Advertisingobjectives»Budgetlimitations»Creativeimplications»Competitivestrategy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MediaStrategy媒介策略Howdoweachievethesetobjective(s)?–MediaSelection–MediaMix–BuyingStrategy怎样达到媒介目标–媒介选择–媒介组合–购买策略Mediaselectionisbasedon媒介选择ComparisonbyNumbersBeyondtheNumbers数据比较质量比较Comparisonbynumbers数据比较Coveragecapability•thehighertargetpenetration,theleastthewastageCostEfficiency•Themediumprovidingthehighestcoveragemaynotbenecessarilytheonewiththebestcostefficiency.Thecostefficiencycomparisonisanimportantcriteriatosuggestasecondorthirdmediumtobeincludedaspartofthemediamixtoimprovetheoverallefficiencyoftheschedule•覆盖能力•媒介有效值TelevisionReasonsforusing-dynamicproductdemonstration-masscoverage-costefficiencyLimitations-hightotalcost-shortlifemessages-clutteredadvertisingenvironment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Beyondthenumbers质量比较NewspaperReasonsforusing-senseofimmediacy-flexibility-massreachortargetedreachLimitations-hightotalcost-clutteredadvertisingenvironment-lessproductionquality报刊-强项-有新闻重要性-灵活-大众化,也可有选择性-弱点-费用大-复杂的-质量略差Beyondthenumbers质量比较Beyondthenumbers质量比较MagazinesReasonsforusing-finecolourreproduction-longerlifespan-higherpass-alongreadership-targetedreachLimitations-lackofimmediacy-slowbuildingofreach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Beyondthenumbers质量比较RadioReasonsforusing-lowcost-targetedreach-flexibilityLimitations-audioonly-lackofmasscoverage-clutteredadvertisingenvironment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/neonsignetc)Reasonsforusing-widecoverage-attentive-flexibility-around-the-clockexposureLimitations-highcostforimpact-limitedtosimplemessages-spaceavailability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Beyon