广告与IMC原理第二讲

ForuseonlywithDuncantexts.©2005McGraw-HillCompanies,Inc.McGraw-Hill/IrwinIMCMessageandMediaStrategies1.Howdoesthemessagestrategiesworkandwhatisabigidea?2.Whyismessageconsistencyimportant?3.Whatisthemediaandhowaretheyclassified?4.InwhatwayshastheinternetaffectedMC?5.Whatarethestepsinthemediaplanningprocess?OutlineMessageStrategyBriefStepsThe“CreativeLeap”ThedulllanguageofthemessagestrategybriefThebigidea:anexciting,attention-getting,andmemorablemessageconceptABigIdeaResultingFromTheCreativeLeap+MagicSimpleHas“Legs”SimpleMagicCharacteristicsofaBigIdeaCharacteristicsHowtoGetaBigIdeaCreativeprocess:AformalprocedureforincreasingproductivityandinnovativeoutputbyanindividualoragroupStepsinTheCreativeProcessExecutionEvaluation…ExplorationInsightCopyTestingCreativeProcessExecutionEvaluationExplorationInsightTwoTypesofConsistencyExecutionLevel“One-voice,one-look”•MCmessageshavethesamelook,sound,andfeelStrategicLevelAbrand’spersonality,positioning,andidentificationareconsistent,butindividualmessagesmaydifferExecutionLevel“One-voice,one-look”•MCmessageshavethesamelook,sound,andfeelInsight:IMCAndCorporateCultureAnIMCprogramcaninfluencethewayemployeesexpressthemselves.Themoreinformedemployeesare,andthebettertheyfeelaboutthecompanytheyworkforanditsmission,themorelikelytheyaretosendpositivebrandmessages.WhatistheMedia?The“media”:Theumbrellatermthatincludesalltypesofprintandelectroniccommunication(TV,radio,newspapers,magazines,outdoor,mail,etc.)DifferentMediaClassifications+PrintMediaCharacteristicsAudiencemeasurement•BasedoncirculationandratecardsClassifiedsDisplayInsertsClassifiedsDisplay3WaystoAdvertisePrintAdvertisement参考消息（上海版）广告位及价格报眼5.5*10/20000整版34*226000080000半版17*223000040000通栏7*2212000160001/4直版17*111500020000高通栏10*221800024000半通栏7*1160008000中缝34*4.3900012000封底整版34*22/100000头整版28*22/100000Paid-circulation•Readerspaytoreceiveit•MostrevenuecomesfromadsControlled–circulation•Readersgetitfree•AllrevenuecomesfromadsPaid-circulation•Readerspaytoreceiveit•MostrevenuecomesfromadsMagazines2Basictypes《现代大学生》广告合作形式1.杂志平面广告：提供硬广告和软广告形式。2.杂志栏目冠名。3.附杂志赠送产品，夹页。4.杂志进行市场调查。5．在各大高校进行产品推广活动。6.其他各类形式合作。《现代大学生》广告位及价格版位规格尺寸（mm）价格（RMB）封二整板285*21028900封二拉页整板285*42056000封三整板285*21026900封底整板285*21029800夹页一整板285*17526000夹页二整板285*17525000内页整板285*21023600横半版142.5*21011800竖半版285*10511800竖三分之一版285*707180三分之一通栏95*2107180竖四分之一版285*52.55900四分之一版142.5*1055900六分之一版95*1053600RadioTelevisionRadioBroadcastMajorTypesofBroadcastMediaBroadcastAudienceMeasurementRatingspoints:1ratingpoint=1%ofacommunicationvehicle’scoverageareathathasbeenexposedtoabroadcastprogramExample:SuperBowl“40nationalrating”means40%ofallU.S.householdsweretunedinWhatisOut-of-HomeMedia?Out-of-homemedia:CommunicationvehiclesthatthetargetaudienceseesorusesawayfromhomeOutdoorCinemaandVideoNon-traditionalMediaNon-traditionalMediaCinemaandVideoOutdoorMajorTypesofOut-of-HomeMediaProductPlacementOut-of-Home-MediaProvidingExtensiveRangeofInfoFast,WorldwideCoverageShiftingPowerBeingAccessibleLowerCostofEntryLowerOperatingCostsLowerCostofEntryFast,WorldwideCoverageProvidingExtensiveRangeofInfoBeingAccessibleShiftingPowerRolesPlayedByTheInternetInternetRolesAsaMassMedium:BannerAdsAsanAddressableMedium:E-mailMessagesAsanAddressableMedium:E-mailMessagesAsaMassMedium:BannerAdsInternetMediaFlexibilityFlexibilityAsanInteractiveMedium:LiveChatBanneradsStaticad;alsoinaverticalformatcalled“skyscrapers”InterstitialsPopupsthatappearinaseparateframeonthescreenpagePop-upsandPop-undersAppearwhenavieweropensandclosesapageorasiteInterstitialsPopupsthatappearinaseparateframeonthescreenpageBanneradsStaticad;alsoinaverticalformatcalled“skyscrapers”OnlineAdTypesOnlineAdTypesAdsarePricedin2Ways:Impressions•$1per1,000forabannerClick-throughs•$0.55forabannerImpressions•$1per1,000forabannerClick-throughs•$0.55forabannerOnlineAdCostsComparedwithtraditionalMC:AveragebannerCPMishigherthan:30TVCPMonnetworkprimetimeTVOnlineAdResponse2commonmeasuresClick-through3-5individualsclickonad—perthousandPurchase1of20,000ComparedwithtraditionalMC:AveragebanneradresponselowerthandirectmailClick-through3-5individualsclickonad—perthousandPurchase1of20,000MediaPlanningMediaplanning:Aprocessfordeterminingthemostcost-effectivemixofmediaforachievingasetofmediaobjectives•Goal:maximizeimpactwhileminimizingcost•MediaisoftenthelargestMCbudgetitemMediaresearchAnalyzingtargetaudiencesandmediaoptionsMediaplanningProcessofdevelopingagoodmediaplanMediabuyingExecutionofamediaplanMediaresearchAnalyzingtargetaudiencesandmediaoptionsMediaplanningProcessofdevelopingagoodmediaplanTheBasicsPlanningStepsStep1:MediatargetingStep2:DeterminingmediaobjectivesStep3:DeterminingmediastrategiesStep4:DeterminingmediaSchedulingWhatAreTheMediaPlanningSteps?PlanningStepsStep1:MediatargetingWhatAreTheMediaPlanningSteps?PlanningStepsStep1:MediatargetingStep2:DeterminingmediaobjectivesStep1:MediatargetingWhatAreTheMediaPlanningSteps?ReachReach:Thepercentageofanaudiencethathashadtheopportunitytobeexposedtoamediavehiclewithinaspecifiedperiodoftime•Idealgoal:100%reachFrequ