有效媒介购买流程

???•?-???-?-,?•?-?CPRP?-GRPs?-??-?-20/30.””(),.?•buyingbrief?-•Buyingbrief?-Annualmasterplan•Annualmasterplan?----Buyingbrief?•brief,:----•–.“”••••••-(GRPs)-(Reach)-(Frequency)•-,,-,---(1)TSSCampaignCodeDate&TimeofIssue:TSSClientCodeDate&TimeReceived:9:24TrafficCodeSubmissionDeadline:10-Dec-0312:00ClientProductcode:SunBurstperiod:8-Jan-04toTargetAudience:Primary:Female25-39Secondary:OtherSpecification:MarketMarketFocusBudgetLocalGRPTTLGRPsCampaignperiod(Rmb'000)(local+PTV)1,159,0004004005.8-6.4Existed247,0003004505.8-6.4Existed125,0004504505.8-6.4Existed121,0004104505.8-6.4Existed50,0002703505.8-6.4Existed59,0002804005.8-6.4Existed254,0002884505.8-6.4Existed120,0002754505.8-6.4Existed117,0002784505.8-6.4ExistedTotalnumberofmarkets:15TotalBudget:2,252,000(Rmb)TVCCopyTVCLengthPeriod(NameinChinese&English)ExistedTVC30:15=3:2PerformancerequirementFixedPriorityTotalBudgetWithinbudgetbymarket2PlannerGRPlevel1Eff.Frequency2Eff.Reach2No.ofSpots3Note:allabovearebymarket,withtheexceptionofTotalBudget2004-Jan-28Budget&MediaWeightAllocationAd.Tape(exist/new)ReachGoal1+70%/3+50%1+79%/3+55%1+66%/3+51%1+66%/3+50%1+79%/3+54%1+77%/3+57%1+76%/4+50%1+71%/3+53%1+64%/3+49%SplitbyGRP/Cost/SpotsExisting/New(Circletheappropriate)ProgrammeTypeAllocationbyGRPsbyperiod1.2.3.MarketEff.Reach(1+)Eff.Frequency(3+)LoadingLoadingFormatforSpotPlan:ExcelAttachments:Dramalist,mark1+/3+reachforClient'sreferenceAdditionalRequirementsSignatureof:Approvalof:PlanningSupervisorBuyingManagerBuyingTactics(2)(2)+“”-----/---051015202530JanFebMarAprMayJunJulAugSepOctNovDec20022003DataSource:ACNielsenTarget:People20-34Timeslot:19:00-23:00:Continued!SteepSlidingofTVViewershipinWHTotalViewershipbyMonth–Wuhan(Jan-Dec,2003):ChannelShareofWHlocalTVsareallshiftedtoCCTVsandprovincialsatelliteTVsinQ4020406080100Jan-03Feb-03Mar-03Apr-03May-03Jun-03Jul-03Aug-03Sep-03Oct-03Nov-03Dec-03CCTV1CCTV2CCTV3CCTV5CCTV6CCTV8OtherCCTVsHUBSTVHUBTV-1HUBTV-2WHETVWHTV-1WHTV-2WHTV-3WHTV-4OtherLocalTVOtherSatelliteDataSource:ACNielsenTarget:People20-34Timeslot:19:00-23:00:DataSource:TVratings,Ac-NielsenPeriod:2004Jan-AprTimslot:1700-2400Target:Adults20-345%5%()8%()8%()8%8%8%34%4%6%6%:37%31%9%23%36%9%17%38%Jan-Dec‘03Jan-Apr‘04DataSource:TVratings,Ac-NielsenPeriod:2003Jan-Dec/2004Jan-AprTimeslot:1700-2400Target:Adults20-34:15012345617:00-17:1417:15-17:2917:30-17:4417:45-17:5918:00-18:1418:15-18:2918:30-18:4418:45-18:5919:00-19:1419:15-19:2919:30-19:4419:45-19:5920:00-20:1420:15-20:2920:30-20:4420:45-20:5921:00-21:1421:15-21:2921:30-21:4421:45-21:5922:00-22:1422:15-22:2922:30-22:4422:45-22:5923:00-23:1423:15-23:2923:30-23:4423:45-23:59()()()DataSource:TVratings,Ac-NielsenPeriod:2004Jan-AprTimeslot:1700-2400Target:Adults20-34F4Rating%:RankDramaNameChannelOn-airPeriodTimeslotAvgRtg.12004.3.26-4.112025-22204.82()2004.3.26-4.152200-22554.53()2004.4.03-4.262040-22253.34()2004.2.24-4.011805-18563.352004.4.14-5.092128-222636()2004.4.28-5.091945-21452.87()2004.1.05-2.031805-18562.88()2004.2.05-2.242040-22252.79()2004.1.25-2.101945-21452.6102004.1.01-1.172128-22262.6DataSource:TVratings,Ac-NielsenPeriod:2004Jan-AprTarget:Adults20-34:TypeRankProgramNameChannelTimeslotRating11001930-21302.22()2000-21401.73-AD()2140-23001.611200-12551.52()2145-23000.632000-21000.41()1900-19305.12F4()1930-19554.23()1825-19003.712003-04NBA()900-12001.02()1230-13000.73()1900-19300.51()1700-18001.02()1700-18000.93A()1700-18000.712300-24303.621515-17153.231515-17153.2CartoonMovieEntertainmentMusicNewsSportsDataSource:TVratings,Ac-NielsenPeriod:2004Jan-AprTarget:Adults20-3401234567891019:3019:4520:0020:1520:3020:4521:0021:15%123•Fe25-45Sep-Dec.2003•:ACNPM1800-2200•::ACNeilson/ChannelPenetration/ProgramProfile2002020406080100020406080100120140160180%18-45:OptimizationNeGotiationFollow-Up•(,,)••••••:!1234567123.•-1530-1720Mon-Sun2612.4-12.1512.15-1.3401.4-1.22201.22-1.30II431.30-2.16302.17-3.11910-20001Mon-Sun2011.24-12.13II4312.14-1.25I71.26-1.311910-2000Mon-Sun12.132.232.332.432.532.632.732.8-3.11910-20001303.2-4.82130-22202Mon-Sat2311.25-12.192012.21-1.13161.14-1.31252.8-2.27212.28-3.30:DramaNameStyleMadeinEpisodesCityChannelTimeZoneStartingDateEndingDateDramaActualRatingJan-JunAverage26wenzhouWenzhouTV21900-210012-Feb15-Mar10.6822Xi'anShaanxiCabMov.20:15-21:00/21:09-21:553-Feb17-Feb1.0126NanningNanningCTV1-ch.82040-21353-Mar15-Mar2.922ShenyangLiaoningSate.-ch.101940-203527-Mar21-Apr12.44.622ChangchunJilinSate.-ch.71940-2020/2030-21107-Feb26-Feb19.611.626zhengzhouHenanSate.2010-22101-Feb14-Feb11.04.226HarbinHeilongjiangSate.2000-21001-Feb26-Feb12.226FuzhouFujiansat.1950-21508-Feb28-Feb8.44.2,.ZenithZoomDramaPredictor–“SignificantEffectFactors”OverallscoreFilledinbybuyerScoreActualRating1.1-20-2.82.1-32.9-5.53.1-45.6-8.34.1-58.4+1234512345ScoreScore2.82.85.55.58.38.31111024681012ActualRatingMarket:Beijingtarget:15+Period:2002Jul-SepTime:1800-2300Channel:allDataSource:NIELSENThehighestratingis10.9/Basedon385dramas6dramahave0rating.6dramahave0rating.“”:12345()6()71530“”“”3030////18:005'84018:30()/()5'3.62.53.62.584023333