媒體廣告市場(chǎng)媒介常識(shí)分享

OverallMediaProcess

媒介簡(jiǎn)報(bào)Tableofcontents

提案內(nèi)容RecapofbasicmediaterminologyMediaroleintheprocessofcommunicationplanbeginwithmediabriefHowtodetermineobjectiveandstrategyMediaselectionandHowtoutilisethemediadata

總結(jié)一些主要媒介用詞媒介的角色由媒介的提示開始怎樣決定媒介目標(biāo)及策略媒介選擇及組合怎樣有效利用媒介資料Recapofbasicmediaterminology

媒介用詞TargetAudienceRatingPoint(TARPsorTVR)example 400,000targetaudiencewatchedtheTVC 1,687,000totaltargetpopulation =23.7TVRorTARPs目標(biāo)受眾收視點(diǎn)Recapofbasicmediaterminology

媒介用詞GrossRatingPoints(GRPs)isthesummationofTARPsofaspecifiedcampaignthenumberoftargetaudienceimpactsgeneratedbyadefinedburstofadvertisingexpressedasapercentageofthetargetaudienceuniverse毛收視點(diǎn)

是目標(biāo)受眾收視點(diǎn)的總和Spot1Spot2Duplicationofspot1&2Recapofbasicmediaterminology

媒介用詞Reachexample到達(dá)率REACHRecapofbasicmediaterminology

媒介用詞AverageFrequencyexampleAone-weekschedulewith144GRPs&61%reach,theaveragefrequencyis:

144GRPs ------------ =2.4Ave.frequency 61%Reach平均收看頻次Recapofbasicmediaterminology

媒介用詞CPRP(CostPerRatingPoint)Thecostrequiredtoreachonepercentofthetargetaudience每收視點(diǎn)的價(jià)值Recapofbasicmediaterminology

媒介用詞CPM(Costperthousand)

Thecostrequiredtoreacheachthousandoftargetaudience每千人的價(jià)值Promotion促銷Price價(jià)格FourP’sinmarketingprocess

市場(chǎng)策略的4個(gè)PProduct產(chǎn)品Place地點(diǎn)Theroleofadvertisinginthemarketingprocess

廣告擔(dān)當(dāng)?shù)慕巧玀arketingMix:FourP’s

i. TheProduct ii. ThePriceofthatproduct iii. ThePlacewheretheproductwouldbesold iv. ThePromotionactivitiesthatwillfacilitateor induceaconsumertobuytheproduct

i. 產(chǎn)品

ii. 價(jià)格

iii. 銷售渠道

iv. 廣告及推廣Theroleofmediaintheadvertisingprocess

媒介擔(dān)當(dāng)?shù)慕巧玀ediaisequallyimportantthecreativeifnotmorethanThegreatestcreativecopyneedsarightmedia

vehicletodelivertotherightpeople,attherighttime,attherightlevel跟廣告創(chuàng)意同等地位廣告創(chuàng)意的傳達(dá)，有賴

正確的渠道，目標(biāo)受眾及有效頻次和適當(dāng)時(shí)間。Mediaplanningis…

媒體策劃要考慮...

HowmanyprospectsdoIneedtoreach?(Reach)InwhichmediumshouldIplacemyads?(Mediachoice)Howmanytimesshouldprospectsseeeachad?(Frequency)Inwhichmonthsshouldadsappear?(Seasonality)Inwhichmarketsshouldadsappear?(Geographically)Howmuchmoneyshouldbespentineachmedium?(Mediaweight)

到達(dá)率媒體選擇廣告收看頻次季節(jié)性廣告預(yù)算...Mediaplanningprocess

媒介策劃流程MediaBriefFormulationofMediaObjectives&StrategyDrawingofthePreliminaryMediaPlanDetailedMediaPlanandbuying

媒介提示確定媒介目標(biāo)及策略媒介計(jì)劃表執(zhí)行購(gòu)買工作MediaBriefing

媒介提示AgoodmediaplanstartswithagoodmediabriefAgoodmediabriefhelpstosetdirectionprioritisefocusstimulatemediacreativityAgoodmediabriefshouldbecomprehensive&clearsupportedwithfiguresifpossiblelogical好的媒介提案從媒介提示開始媒介提示可以幫助確定方向編排重要性提高創(chuàng)意同時(shí)具備詳細(xì)及清晰資料有數(shù)據(jù)支持合邏輯的Essentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容TheSixWs

1. HoWMarketingObjectivesAdvertisingObjectives六個(gè)W市場(chǎng)目標(biāo)廣告目標(biāo)Essentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容

2. WhereConsumptionlocationsSalesbyregions/markets主要銷售場(chǎng)所區(qū)域銷售分布Essentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容 3. WhatProductinformationBrandawarenessBrandshare/MarketpenetrationMediaBudget/ProductionbudgetWhatarethecreativematerials

產(chǎn)品資料產(chǎn)品知名度產(chǎn)品市場(chǎng)占有率媒介預(yù)算創(chuàng)作概念Essentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容 4. WhoTargetconsumerSourceofbusinessKeycompetitors目標(biāo)受眾銷售來(lái)源主要競(jìng)爭(zhēng)對(duì)手Essentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容 5. WhenSeasonalityProductlifecyclePurchasetime/usagetimeCampaignperiod/fiscalyear季節(jié)產(chǎn)品壽命購(gòu)買周期廣告推廣周期Essentialinformationofamediabrief

總結(jié)有以下主要內(nèi)容 6. Whymaintainacriticalmindgivethoughts合理性的側(cè)面創(chuàng)意MediaObjective

媒介目標(biāo)Whatdowewanttoachieve?FactorsforconsiderationMarketingobjectivesAdvertisingobjectivesBudgetlimitationsCreativeimplicationsCompetitivestrategy主要考慮:市場(chǎng)目標(biāo)廣告目標(biāo)廣告預(yù)算創(chuàng)意啟示競(jìng)爭(zhēng)對(duì)手表現(xiàn)MediaStrategy

媒介策略Howdoweachievethesetobjective(s)?MediaSelectionMediaMixBuyingStrategy怎樣達(dá)到媒介目標(biāo)媒介選擇媒介組合購(gòu)買策略 Mediaselectionisbasedon

媒介選擇ComparisonbyNumbersBeyondtheNumbers數(shù)據(jù)比較質(zhì)量比較Comparisonbynumbers

數(shù)據(jù)比較Coveragecapabilitythehighertargetpenetration,theleastthewastageCostEfficiencyThemediumprovidingthehighestcoveragemaynotbenecessarilytheonewiththebestcostefficiency.Thecostefficiencycomparisonisanimportantcriteriatosuggestasecondorthirdmediumtobeincludedaspartofthemediamixtoimprovetheoverallefficiencyoftheschedule覆蓋能力媒介有效值Television

Reasonsforusing -dynamicproductdemonstration

- masscoverage

- costefficiency

Limitations - hightotalcost

- shortlifemessages

- clutteredadvertisingenvironment

電視 -強(qiáng)項(xiàng) -生動(dòng)，有感染力 -大眾化 -有效 -弱點(diǎn) -廣告費(fèi)用大

-短暫的 -復(fù)雜的Beyondthenumbers

質(zhì)量比較Newspaper

Reasonsforusing - senseofimmediacy

- flexibility

- massreachortargetedreach

Limitations - hightotalcost

- clutteredadvertisingenvironment

-lessproductionquality 報(bào)刊

-強(qiáng)項(xiàng) -有新聞重要性 -靈活 -大眾化,也可有選擇性 -弱點(diǎn) -費(fèi)用大 -復(fù)雜的 -質(zhì)量略差Beyondthenumbers質(zhì)量比較Beyondthenumbers質(zhì)量比較Magazines

Reasonsforusing - finecolourreproduction

- longerlifespan

- higherpass-alongreadership - targetedreach Limitations - lackofimmediacy - slowbuildingofreach雜志 -強(qiáng)項(xiàng) -印刷精美 -長(zhǎng)的廣告生命力 -目標(biāo)受眾集中 -弱點(diǎn) -效力緩慢Beyondthenumbers質(zhì)量比較

Radio

Reasonsforusing - lowcost - targetedreach - flexibility Limitations - audioonly - lackofmasscoverage - clutteredadvertisingenvironment

電臺(tái) 強(qiáng)項(xiàng) - 費(fèi)用便宜

- 目標(biāo)受眾集中

- 靈活性 弱點(diǎn) - 沒有視覺效應(yīng)

- 覆蓋面淺Outdoor(MTR/billboards/neonsignetc)

Reasonsforusing - widecoverage - attentive - flexibility - around-the-clockexposure Limitations - highcostforimpact - limitedtosimplemessages - spaceavailability

戶外

強(qiáng)項(xiàng) - 覆蓋面廣

- 受注意的

- 靈活性

-

弱點(diǎn) - 費(fèi)用不便宜

- 不可用復(fù)雜的廣告內(nèi)容

- 不容易找到黃金位置Beyondthenumbers質(zhì)量比較Mediamix媒介組合Thebenefitofusingamediamixextendthereachreinforcethemessagepresentdifferentproductfeaturesbasedonthedifferentcharacteristicsofeachmedium 擴(kuò)大覆蓋率加強(qiáng)不同的感染力不同的創(chuàng)意模式Howtoevaluateamediaplan

怎樣評(píng)估媒介計(jì)劃書Doesyourplanmeetyourmediaobjectives?以媒介提示作為參考標(biāo)準(zhǔn)Howtousethemediadata?

怎樣運(yùn)用媒介研究資料Competitiveanalysis競(jìng)爭(zhēng)對(duì)手資料Givestrategicinsightsmediafactsandfindingsbutnotmeanbeingfollowersinducethecompetitiveintelligencemediaimpactvsmediaspending供應(yīng)策略性的觀點(diǎn)媒介數(shù)據(jù)但不是說(shuō)要用后來(lái)者對(duì)手策略得到指引媒介效應(yīng)為主，投放價(jià)值為副Standardreachcurve

標(biāo)準(zhǔn)到達(dá)率圖表0%10%20%30%40%50%60%70%80%90%100%01002003004005006007008009001000GRP'sReach1+3+Certainprinciplesaboutbuildingreach

建立到達(dá)率的規(guī)則ReachgenerallybuildsveryquicklyatfirstAftertime,itbecomesdifficulttoincreasereachIncreasingreachfurthermeansreachinglightTVviewersIncreasingTARPstendstoincreasefrequencyratherthanreach在一個(gè)廣告優(yōu)勢(shì)的初段,建立的速度比較快然后速度放緩覆蓋的范圍開始到達(dá)一些偏遠(yuǎn)的受眾最后,投放的作用主要放在提升收看廣告的頻次.Effectivefrequency

有效的收看頻次ThedefinitionThenumberofexposuresyourtargetaudienceneedtoproduceanoptimumresponsefromouradvertisingwithinagivenperiodoftimeEffectivefrequencyRange

有效的收看頻次范圍ThetheoryThereisaminimumadvertisingexposurelevelforaproduct,belowwhichtherehavenotsufficienteffectontheadvertisinggoalThereisalsoamaximumlevelabovewhichtherehaveeithernofurtherenhancementtotheadgoalorevensignificantdiminishingreturnsMorefocusdeliveryisexpectedwithminimumwastageofresourcesEffectivereach

有效的覆蓋率Thedefinition(%)ofthetargetaudiencewhohavehadtheopportunitytoseethecommercialattheEffectiveFrequencyEffectivefrequencyrangeoptimalapproach

有效的媒體投放部署0%10%20%30%40%50%60%70%80%90%100%01002003004005006007008009001000GRP'sReach1+3+3-6Howtoutilisethemediadata…

怎樣利用媒介研究資料WeeklyAdvertisingAwarenessDataWeeklyMediaDeliveryDataAdvertisingAwarenessSensitivityCorrelationAdvertisingAwarenessDecayFactorsPlanningParameters廣告知名度資料媒介投放資料媒介計(jì)劃考慮知名度與投放關(guān)系知名度衰退速度OvaltineweeklyawarenessandGRPs

知名度與廣告投放Ovaltineawarenesssmoothed

知名度與廣告投放Constantdecayfactorof20%givescorrelation

知名度衰退速度WhilePanadolhasadecayfactorofonly5%

知名度衰退速度Howtodotheoptimumplanwithdata…

怎樣做最有效的媒介計(jì)劃書BudgetSalesSeasonalityAdvertisingAwarenessDecayFactorsEffectiveFrequencyParametersGRPsR&FOptimumPlanTodeterminemaximumeffectivenessinspendingstrategyandpattern預(yù)算 季節(jié)‘知名度衰退速度有效頻次收視率/覆蓋/頻次最有效的計(jì)劃書Questions問(wèn)題Questions問(wèn)題ATVcampaigndelivers500GRPsandreaches74%ofallpeople.Whatistheaveragefrequencyofexposure(OTS)totheadvertisingamongstpeoplewhowereexposedtoit?在一個(gè)電視廣告攻勢(shì)里,如果可以得到500收視點(diǎn),74%的覆蓋率,請(qǐng)問(wèn)目標(biāo)受眾收看的平均頻次有多少?QuestionsandAnswers答案ATVcampaigndelivers500GRPsandreaches74%ofallpeople.Whatistheaveragefrequencyofexposure(OTS)totheadvertisingamongstpeoplewhowereexposedtoit?6.76

Questions問(wèn)題ATVcampaignisboughtagainstatargetaudienceofpeople15to35andaneffectivefrequencycriteriaof3to6.Themaximumpossiblereachforthetargetaudienceseeingtheadvertisingbetween3and6timesisachievedat350GRPs.Whathappenstothisreachifyoubuyafurther200GRPs?在一個(gè)電視廣告攻勢(shì)里,設(shè)定有效的收看頻次范圍3-6,假如這個(gè)范圍在350收視點(diǎn)時(shí)出現(xiàn),再投放多200個(gè)視點(diǎn)的效果會(huì)是什么?QuestionsandAnswers答案ATVcampaignisboughtagainstatargetaudienceofpeople15to35andaneffectivefrequencycriteriaof3to6.Themaximumpossiblereachforthetargetaudienceseeingtheadvertisingbetween3and6timesisachievedat350GRPs.Whathappenstothisreachifyoubuyafurther200GRPs?The3-6reachwillgodownbecausetherewillbemorepeopleexposedtomorethan6impactsforeveryincrementalGRPthanpeoplegoingfrom2to3exposures

覆蓋率的圖線會(huì)下降Questions問(wèn)題Yourclientmanufactureseyeglasses.HeasksyoutoprepareaTVmediaplanandadvisesyouthatthetargetaudienceis“peoplewithbadeyesight”.What’swrongwiththat?假如你有一個(gè)做眼鏡的客戶,他要求提供一份媒介計(jì)劃書,而目標(biāo)受眾是設(shè)定“有視覺問(wèn)題的觀眾”. 請(qǐng)問(wèn)以上邏輯有何不對(duì)?QuestionsandAnswers答案Yourclientmanufactureseyeglasses.HeasksyoutoprepareaTVmediaplanandadvisesyouthatthetargetaudienceis“peoplewithbadeyesight”.What’swrongwiththat?Badeyesightisnotavalidtargetaudiencedefinitionbecauseitisageneticphysicalcharacteristicdistributedrandomlythroughthepopulationwhichdoesnoteffectmediaconsumptionorlifestyle.TheargumentthattheycannotseetheTVisnogoodsincemostpeoplewithproblemvisionwearglassesalreadybutmaywellbeinthemarketforanewersmarterpair

“有視覺問(wèn)題的觀眾”不是媒介設(shè)定目標(biāo)受眾的范疇Questions問(wèn)題YouareaskedtoprepareananalysislookingattheeffectsofmediainvestmentonyourFMCGclient’sbusinessoverthelastfiveyears.Youhavevarioussetsofdatatoanalyse.Whichofthefollowingcorrelationsislikelytobethestrongestandwhy?

MediaSpend vs Sales ShareofVoice vs MarketShare UnaidedAd.Awareness vs GRPs GRPs vs Volumesales PromptedBrandAwarenessvs MarketShare假如要分析以下相關(guān)的媒介研究資料，誰(shuí)是最有密切關(guān)聯(lián)。 媒介投放 與 銷量 媒介占有率 與 市場(chǎng)占有率 知名度 與 毛收視點(diǎn) 毛收視點(diǎn) 與 銷量 知名度 與 市場(chǎng)占有率QuestionsandAnswers答案YouareaskedtoprepareananalysislookingattheeffectsofmediainvestmentonyourFMCGclient’sbusinessoverthelastfiveyears.Youhavevarioussetsofdatatoanalyse.Whichofthefollowingcorrelationsislikelytobethestrongestandwhy?

MediaSpend vs Sales ShareofVoice vs MarketShare

*UnaidedAd.Awareness vs GRPs* GRPs vs Volumesales PromptedBrandAwareness vs MarketShare

Thereisadirectcausaleffectbetweentheamountofadvertisingpeopleseeandtheextenttowhichitisremembered.Alltheotherrelationshipsareonotherfactorsinthemarketingmixandthuslesslikelytoyieldastrongcorrelationandmaynotbecausallyrelated.

知名度與收視點(diǎn)Questions問(wèn)題Yourclient’sproducthasa10%shareofmarketinJanuary1999.Hisobjectiveistoincreasethatshareto25%byJanuary2000.Assumingtheproductcategoryvolumeremainsthesame,whatconstantmonthlyshareincreasewillbeneededtoachievethisobjective?

你的客戶有10％市場(chǎng)占有率，他們希望一年后可以提升到25％，假設(shè)競(jìng)爭(zhēng)環(huán)境不變，而客戶產(chǎn)品每月保持一樣的增長(zhǎng)速度，請(qǐng)問(wèn)這個(gè)增長(zhǎng)速度是什么？QuestionsandAnswers答案Yourclient’sproducthasa10%shareofmarketinJanuary1999.Hisobjectiveistoincreasethatshareto25%byJanuary2000.Assumingtheproductcategoryvolumeremainsthesame,whatconstantmonthlyshareincreasewillbeneededtoachievethisobjective?It’scompoundinterest.Theansweris7.9348%.Anythingclosegetsthemarks

這是個(gè)復(fù)合累積利率的計(jì)算，答案是7.9348％。QuestionsandAnswers答案ThankYou如何在媒介購(gòu)買中完美的

實(shí)現(xiàn)媒介計(jì)劃？沒有愚蠢的問(wèn)題！愚蠢的是有問(wèn)題而不問(wèn)！Loremipsumdolorsitamet如何在媒介購(gòu)買中完美的實(shí)現(xiàn)媒介計(jì)劃？(一)什么是媒介購(gòu)買(二)怎樣定義“完美的媒介計(jì)劃”、媒介計(jì)劃是什么、怎樣評(píng)估它的目標(biāo)？(三)怎樣完美地實(shí)現(xiàn)媒介計(jì)劃？(一)什么是媒介購(gòu)買？與媒介就價(jià)格、服務(wù)及其他合作事宜進(jìn)行談判

與媒介溝通、聯(lián)系

購(gòu)買及執(zhí)行一切有關(guān)行政工作(如訂單、付錢等)與媒介計(jì)劃、客戶部及客戶溝通，反饋訊息及提供媒介機(jī)會(huì)制作媒介排期媒介購(gòu)買的演變及發(fā)展與媒介談判與媒介溝通、聯(lián)系購(gòu)買以前媒介購(gòu)買的演變及發(fā)展向客戶溝通提供訊息及機(jī)會(huì)制作排期與媒介談判與媒介溝通、聯(lián)系購(gòu)買現(xiàn)在以前媒介購(gòu)買的演變及發(fā)展獨(dú)立媒介公司：-與客戶直接聯(lián)系-提供專業(yè)咨詢及顧客服務(wù)-獨(dú)立的營(yíng)運(yùn)體系自負(fù)盈虧現(xiàn)在/將來(lái)向客戶溝通提供訊息及機(jī)會(huì)制作排期與媒介談判與媒介溝通、聯(lián)系購(gòu)買現(xiàn)在以前被動(dòng)只與媒介及內(nèi)部溝通主動(dòng)、直接多方面接觸、競(jìng)爭(zhēng)從被動(dòng)變成主動(dòng)媒介購(gòu)買負(fù)責(zé)制作排期的好處？對(duì)客戶-媒介購(gòu)買獲得最多，最直接及最快的市場(chǎng)訊息-可作出最靈活的應(yīng)變對(duì)廣告公司-減少溝通時(shí)間及內(nèi)部流程-加強(qiáng)客戶與媒介購(gòu)買的聯(lián)系，提高效益及競(jìng)爭(zhēng)能力(二)實(shí)現(xiàn)媒介計(jì)劃的目標(biāo)目標(biāo)必須是：-客觀的(Objective)-可量度的(Measurable),可比較的(Comparable)媒介計(jì)劃的目標(biāo)-(1)效果(Effectiveness)-(2)成本效益(Efficiency)-(3)準(zhǔn)確(Accuracy)(1)效果(Effectiveness)一個(gè)媒介計(jì)劃是否有效果可以用以下客觀的量度標(biāo)準(zhǔn)去評(píng)估：有效到達(dá)率及頻率(EffectiveReach&Frequency)品牌知名度(BrandAwareness)媒體比重占有率(ShareofVoice)市場(chǎng)占有率(ShareofMarket)普及率(Penetration)其他調(diào)研方法(Otherresearchmeasures)(2)具成本效益(Efficiency)一個(gè)媒介計(jì)劃是否具成本效益，可以用以下客觀的量度標(biāo)準(zhǔn)去評(píng)估：千人成本(CPM)總接觸人次(GrossImpression)覆蓋率(Coverage)(3)準(zhǔn)確(Accuracy)在執(zhí)行時(shí)，是否準(zhǔn)確達(dá)到原本要求，可透過(guò)以下方法去評(píng)估：監(jiān)察報(bào)告(Monitoring)漏刊、播錯(cuò)刊、播事后評(píng)估(PostAnalysis)*以實(shí)際廣告效果與計(jì)劃比較：收視率、收聽率有效到達(dá)率及頻率發(fā)行量平均暴露頻次從事后評(píng)估(PostAnalysis)累積經(jīng)驗(yàn)及教訓(xùn)例子(一)：還珠格格第一輯收視率在各地相當(dāng)高，但當(dāng)中的廣告段的收視率則很低：對(duì)于購(gòu)買第二輯的策略：1盡量避免片中廣告2購(gòu)買電視劇前廣告，如預(yù)算許可，考慮節(jié)目前較好的位置從事后評(píng)估(PostAnalysis)累積經(jīng)驗(yàn)及教訓(xùn)例子(二)：當(dāng)北京的“個(gè)人收視儀”收視報(bào)告(PeopleMeter)誕生,中央臺(tái)的黃金時(shí)段收視率并沒有象以往“日記”式收視報(bào)告的那樣高對(duì)于以后的策略：1可能考慮增強(qiáng)各地區(qū)的投放量2減少在中央臺(tái)黃金時(shí)段投放，考慮其他時(shí)段

(三)怎樣完美地實(shí)現(xiàn)媒介計(jì)劃？(1)效果具創(chuàng)意的、嶄新的媒介點(diǎn)子(Creative)對(duì)市場(chǎng)、品牌及媒介了解(InformativeandKnowledgeable)具創(chuàng)意的媒介點(diǎn)子-創(chuàng)新的媒介點(diǎn)子：利用新媒體：如：飛艇在空中巡走在網(wǎng)上以一元拍賣汽車在公車/地鐵把手作廣告利用舊媒體：如：同一時(shí)間在不同電視頻道播放相同的廣告(HorizontalBlockBuy)具創(chuàng)意的媒介點(diǎn)子-震撼的媒介點(diǎn)子通過(guò)增加播放量增加沖擊力(Impact):-在雜志上的連續(xù)廣告(ConsecutiveBuy)-壟斷媒體-作地鐵車身廣告創(chuàng)意效果PART01對(duì)市場(chǎng)、品牌及媒介的了解市場(chǎng)、品牌：-有效利用市場(chǎng)及品牌數(shù)據(jù)：地區(qū)銷售分布：(品牌發(fā)展指數(shù)BDI)地區(qū)預(yù)算是否合理？地區(qū)是否應(yīng)在具潛力的市場(chǎng)多投預(yù)算？地區(qū)是否應(yīng)在媒介成本較低的市場(chǎng)多投預(yù)算？對(duì)市場(chǎng)、品牌及媒介的了解媒介：-不同電視臺(tái)的互相覆蓋：省臺(tái)和市臺(tái)的運(yùn)用及分配-不同報(bào)紙對(duì)於不同層次或地區(qū)互相覆蓋：例子：北京晚報(bào)、北京日?qǐng)?bào)與北京青年報(bào)預(yù)算：50萬(wàn)左右目標(biāo)：有效頻率/到達(dá)率：3+/40%目標(biāo)受眾：男性25歲以上各大市場(chǎng)電視(30”)千人成本比較 城市千人成本(RMB)1北京1782?？?653合肥 1364西安1005福州916石家莊897沈陽(yáng)718重慶609南京5610長(zhǎng)沙5611廈門5512廣州4613武漢4114天津19目標(biāo)受眾：女性20-45歲收視率數(shù)據(jù)：央視索福瑞2月1日-4月30日北京，廣州個(gè)人收視儀(尼爾森)省臺(tái)與市臺(tái)收視點(diǎn)之比較浙江省目標(biāo)受眾群：女性20-45歲收視率來(lái)源：央視-索福瑞媒介收視報(bào)告(99年4月30日至7月31日)報(bào)紙不同配合目標(biāo)收眾：女性18-35歲資料來(lái)源：TGI(目標(biāo)群眾指數(shù))日期：98年12月-99年11月(三)怎樣完美地實(shí)現(xiàn)媒介計(jì)劃(2)成本效益-制作媒介排期的技術(shù)及能力

-談判能力制作媒介排期的技術(shù)及能力同等預(yù)算，但由于制作媒介排期的技術(shù)不一樣，可以有很大的差別例子一：北京的電視投放目標(biāo)受眾：女性20-45歲比較方式：比較當(dāng)頻率為3+時(shí)的有效到達(dá)率購(gòu)買策略：選擇一：北京及北京有線的電視劇、綜藝節(jié)目?jī)蓚€(gè)電視的投放量較平均選擇二：北京有線臺(tái)與選擇一類似但投放量略為倚重選擇三：除黃金時(shí)段外，還利用北京有線臺(tái)的白天廣告套餐預(yù)算：所有排期均控制在60萬(wàn)以內(nèi)

表現(xiàn)比較---北京收視報(bào)告來(lái)源：尼爾森北京收視報(bào)告(99年5月10日至7月31日)例子二：天津的電視投放目標(biāo)受眾：女性20-45歲比較方式：女性20-45歲購(gòu)買策略：選擇一：天津一套及二套晚間電視劇，投放策略重天津一套選擇二：天津一套及二套晚間電視劇，投放策略重天津二套選擇三：除黃金時(shí)段外，利用天津一套中午電視劇預(yù)算：43萬(wàn)左右表現(xiàn)比較---天津收視報(bào)告來(lái)源：尼爾森北京收視報(bào)告(99年5月10日至7月31日)談判能力及技巧在大學(xué)里，漂亮女生替男生在飯?zhí)门抨?duì)打飯的例子談判能力總體的媒介表現(xiàn)及效果談判行為模式關(guān)注彼此關(guān)系高中低低中高容忍建立友好關(guān)系合作有創(chuàng)意的解決問(wèn)題以使雙方都贏后退能拿多少拿多少戰(zhàn)勝不惜一切取得勝利妥協(xié)縮小差異，折中關(guān)注談判結(jié)果與媒介談判的特性一媒介位置具極強(qiáng)的時(shí)間性-媒介需要在特定的時(shí)間內(nèi)，盡量把位置賣掉，否則位置會(huì)浪費(fèi)-月餅銷售的例子

與媒介談判的特性一媒介位置具極強(qiáng)的時(shí)間性-媒介需要在特定的時(shí)間內(nèi)，盡量把位置賣掉，否則位置會(huì)浪費(fèi)-月餅銷售的例子

有利於：投放量大 投放量平均可以容易掉配投放量/計(jì)劃與媒介談判的特性趨向市場(chǎng)化及短視心態(tài)-媒體數(shù)量增加，指標(biāo)每年提高，經(jīng)濟(jì)狀況不太理想媒介趨向市場(chǎng)化對(duì)談判及新建議更趨開放與媒介談判的特性趨向市場(chǎng)化及短視心態(tài)-媒體數(shù)量增加，指標(biāo)每年提高，經(jīng)濟(jì)狀況不太理想媒介趨向市場(chǎng)化對(duì)談判及新建議更趨開放-媒介廣告部領(lǐng)導(dǎo)的任期縮短在短時(shí)間內(nèi)完成任務(wù)

與媒介談判的特性趨向市場(chǎng)化及短視心態(tài)-媒體數(shù)量增加，指標(biāo)每年提高，經(jīng)濟(jì)狀況不太理想媒介趨向市場(chǎng)化對(duì)談判