广告媒介_媒体基本实战技巧

媒体基本实战技巧Preparedby:VickyHsuehFebruary3rd,1999Ref:TN/MEDIA/JMEDIA1/rc2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ㄜ….But免惊!Ref:TN/MEDIA/JMEDIA1/rc3与其站在门外不如进得门里瞧瞧THEBASICMEDIATERMINOLOGY~WILLHELPYOUGETINTOMEDIATERRITORYRef:TN/MEDIA/JMEDIA1/rc5PURPOSETofamiliarizeyouwiththebasicconceptsandterminologyusedinmediaTodemonstratehowtermscanbeappliedtomediaplanningRef:TN/MEDIA/JMEDIA1/rc6BASICMEDIATERMSINTERPRETATION&USEAudience&TargetMediaMixRatingSOV&SO$GRPGICPRP&CPMHUT&PUTShareTVDaypartReach&FrequencyReachCurveEffectiveReach&FrequencySchedulingReachPatternRef:TN/MEDIA/JMEDIA1/rc7GENERALTERMSPRINT-Circulation-Primaryreaders,Pass-alongreaders&Readership-Readerspercopy-Split-runTV-ROS(runofschedule)-Zipping&Zapping-Backtoback&RoadblocksRef:TN/MEDIA/JMEDIA1/rc8AudienceThenumberofTargetindividualsorhouseholdslikelytobeexposedtoamediavehicle.Itcouldbe-HouseholdsviewingaTVprogramintheaverageminute-PersonslisteningtoaRadiostationduringacertainquarterhour-ReadersofanaverageissueofaspecialMGorNPRef:TN/MEDIA/JMEDIA1/rc9TARGETTheaudiencethatyouwanttoseeyouradvertisingmessage-Usuallydefinedbyageandgender-Forexample:ForOilofOlay:Female20-39ForH&S:M&F15-49Ref:TN/MEDIA/JMEDIA1/rc10MEDIAMIXUsemorethanonemediumtoreachtarget-Thevalueofeachmediummustbeconsideredregardingitsabilitytoachievetheoverallobjective-Factorstobeconsidered:*Amountofusebytarget*PotentialReachvsFrequency*Communicationstrengthens/weakness*Competitiveuse*Clutter*Cost*CreativeRef:TN/MEDIA/JMEDIA1/rc11RATINGTheaudienceexpressedasthepercentofauniverse-Reportedbysyndicatedsources-Wheneverthetermratingisused,theuniversemustbeclearlyunderstood-Forexample:If26%ofallFemale15-39inTaiwanwatchedTTVEveningNews,thisprogramwouldhavea26rating.Ref:TN/MEDIA/JMEDIA1/rc12SOV&SO$SOV:Percentoftotaladvertisingspendingorweightwithinaproductcategorythatisheldbyaparticularbrandatagiventimee.g.BrandTARPSOVOlay5,00050%Pond's4,00040%Others1,00010%Total10,000100%Ref:TN/MEDIA/JMEDIA1/rc13GRPThesumofalltheratingpoints-Totalnumberofexposuresagainstatargetaudienceexpressedasapercent-1GRP=1%ofuniverse-Don'tlookataudienceduplication-GRPisameasureoftheheavinessofthecampaign-Othercommonlyusedterms:TRP(TargetRatingPoint)&TARP(TargetAudienceRatingPoint)Ref:TN/MEDIA/JMEDIA1/rc14GRPAdditiveacrossprogramsProgramFemale20-39TTVEveningNews25CTVDramaSerials20CTSForeignFilm2065GRPsEachofaboveshowsachievedanindividualratingandcombined,thescheduledelivered65GRPwithanavg.ratingof21.6foraprogramintheschedule.Ref:TN/MEDIA/JMEDIA1/rc15GI(Thousands)Thousandsofviewersofagivenprogramthatareinyourtargetaudience,alsoknownasimpressions-Thesummationofthenumberofpeoplereachedbythecampaign.So,Thousands(impressions)=RatingxUniverse-Grossimpressions,likeGRP,isthesumofalltheimpressions,or(000)ProgramF20-39Universe#Viewers(000)TTVNews20%4,000,000800,000Ref:TN/MEDIA/JMEDIA1/rc16CPR/CPP/CPRPCostofaspotortotalpackagedeliveredbytheGRPreceived-UsedtomeasureratingpointsinrelationtodollarinvestmentProgramCost/10GRP/F20-39CPRCTVNews30,000152,000Ref:TN/MEDIA/JMEDIA1/rc17CPM(CostperThousands)Costofaspotortotalpackagedividedbythethousands(000)ofviewersinyourtargetaudience-Thedollarfigureusedtoevaluatetherelativecostsofvariousmediawithinselectedaudience-UsedtocomparetheefficiencyofreachingyourtargetamongdifferentprogramsorvehicleMediaVehicleUnitCostF20-39(000)CPMTV(Top50avg.)90,000612.5$146.94MG(Top10avg.)60,000497.0$124.20Ref:TN/MEDIA/JMEDIA1/rc18HUT&PUTThenumberofTVhouseholdorpersonsinthosehouseholdwithTVsetsonatthetimebeingmeasured-ShowshowmuchTVusageoccursataparticulartime-AreremarkablepredictableRef:TN/MEDIA/JMEDIA1/rc19TVDAYPARTSDividesthedayintoclustersofhourswithsimilarviewers-06:30am-14:00pm:daytime-14:00pm-19:00pm:earlyfringe-19:00pm-22:00pm:primetime-22:00pm-24:00pm:latefringeRef:TN/MEDIA/JMEDIA1/rc20REACHTheunduplicatednumberofhouseholdsorpersonsexposedatleastoncetoanadvertisementoradvertisingschedule-Aperson/householdisonlycountedonceevenifexposedtwoormoretimes(1+netreach)-Keyelement-netorunduplicatednumberofpeopleexposed-ImportantindeterminingadvertisingeffectivenessRef:TN/MEDIA/JMEDIA1/rc21FREQUENCYTheaveragenumberoftimesahouseholdorpersonexposedtoanadvertisementoradvertisingscheduleinagivenperiodoftime-Keyelement-averageno.oftimesexposed-Somewillseemorethanothersbut,tobereached,onemustseetheadatleastonce-Usuallyareconcernedwithaveragefrequency-ImportantindeterminingadvertisingeffectivenessRef:TN/MEDIA/JMEDIA1/rc22REACH&FREQUENCYGRP=ReachxFrequencyF20-39=ReachxAvg.Frequency400GRP=80%x5Viewerscountedonce%Averageno.oftimestheyviewedRef:TN/MEDIA/JMEDIA1/rc23CALCULATINGREACH&FREQUENCYForexampleFrequencyReachFrequencyReach1+80%15%2+75%225%3+50%32%4+48%4+48%1+80%Ref:TN/MEDIA/JMEDIA1/rc24REACHCURVEPrinciplesabouthowreachbuilds-Reachgenerallybuildsveryquicklyatfirst-Overtime,itbecomesdifficulttoincreasereachbecauseyouhavealreadyreachedthefrequentmediausers-IncreasingGRPtendstoincreasefrequencywhilereachincreasesataslowrate(seenextpagefortheexample)Ref:TN/MEDIA/JMEDIA1/rc25EFFECTIVEFREQUENCYTheamountoffrequenc