媒體廣告媒體基本實(shí)戰(zhàn)技巧t

媒體基本實(shí)戰(zhàn)技巧Preparedby:VickyHsuehFebruary3rd,1999臺(tái)灣媒體環(huán)境的詭譎多變,讓媒體人頭暈?zāi)垦?讓廣告人霧里看花會(huì)喘ㄜ….But免驚!與其站在門(mén)外 不如進(jìn)得門(mén)里瞧瞧THEBASICMEDIATERMINOLOGY

~WILLHELPYOUGETINTOMEDIATERRITORY

PURPOSETofamiliarizeyouwiththebasicconceptsandterminologyusedinmediaTodemonstratehowtermscanbeappliedtomediaplanningBASICMEDIATERMSINTERPRETATION&USEAudience&TargetMediaMixRatingSOV&SO$GRPGICPRP&CPMHUT&PUTShareTVDaypartReach&FrequencyReachCurveEffectiveReach&FrequencySchedulingReachPatternGENERALTERMSPRINT - Circulation - Primaryreaders, Pass-along readers &Readership - Readerspercopy - Split-runTV - ROS

(runofschedule) - Zipping&Zapping - Backtoback& RoadblocksAudienceThenumberofTargetindividualsorhouseholdslikelytobeexposedtoamediavehicle.Itcouldbe - HouseholdsviewingaTVprograminthe averageminute - PersonslisteningtoaRadiostationduring acertainquarterhour - Readersofanaverageissueofaspecial MGorNPTARGETTheaudiencethatyouwanttoseeyouradvertisingmessage - Usuallydefinedbyageandgender - Forexample: ForOilofOlay:Female20-39 ForH&S:M&F15-49MEDIAMIXUsemorethanonemediumtoreachtarget - Thevalueofeachmediummustbe consideredregardingitsabilitytoachieve theoverallobjective - Factorstobeconsidered:

* Amountofusebytarget * PotentialReachvsFrequency * Communicationstrengthens/weakness * Competitiveuse*Clutter * Cost *CreativeRATINGTheaudienceexpressedasthepercentofauniverse - Reportedbysyndicatedsources - Wheneverthetermratingisused,the universemustbeclearlyunderstood - Forexample:If26%ofallFemale15- 39inTaiwanwatchedTTVEvening News,thisprogramwouldhavea26 rating.SOV&SO$SOV:Percentoftotaladvertisingspendingorweightwithinaproductcategorythatisheldbyaparticularbrandatagiventime e.g. Brand TARP SOV Olay 5,000 50% Pond's 4,000 40% Others 1,000 10% Total 10,000 100%GRPThesumofalltheratingpoints - Totalnumberofexposuresagainstatarget audienceexpressedasapercent - 1GRP=1%ofuniverse - Don'tlookataudienceduplication - GRPisameasureoftheheavinessofthe campaign - Othercommonlyusedterms:TRP(Target RatingPoint)&TARP(TargetAudienceRating Point)GRPAdditiveacrossprograms

Program Female20-39 TTVEveningNews 25 CTVDramaSerials 20 CTSForeignFilm 20 65GRPsEachofaboveshowsachievedanindividualratingandcombined,thescheduledelivered65GRPwithanavg.ratingof21.6foraprogramintheschedule.GI(Thousands)Thousandsofviewersofagivenprogramthatareinyourtargetaudience,alsoknownasimpressions - Thesummationofthenumberofpeople reachedbythecampaign.So,

Thousands(impressions)=RatingxUniverse - Grossimpressions,likeGRP,isthesumofall theimpressions,or(000)

Program F20-39 Universe #Viewers (000)

TTVNews 20% 4,000,000 800,000CPR/CPP/CPRPCostofaspotortotalpackagedeliveredbytheGRPreceived - Usedtomeasureratingpointsin relationtodollarinvestment

Program Cost/10" GRP/F20-39 CPR CTVNews30,000 15 2,000 CPM(CostperThousands)Costofaspotortotalpackagedividedbythethousands(000)ofviewersinyourtargetaudience - Thedollarfigureusedtoevaluatetherelative costsofvariousmediawithinselectedaudience - Usedtocomparetheefficiencyofreaching yourtargetamongdifferentprogramsorvehicle

MediaVehicle UnitCost F20-39(000) CPM TV(Top50avg.) 90,000 612.5 $146.94 MG(Top10avg.) 60,000 497.0 $124.20

HUT&PUTThenumberofTVhouseholdorpersonsinthosehouseholdwithTVsetsonatthetimebeingmeasured - ShowshowmuchTVusageoccurs ataparticulartime - AreremarkablepredictableTVDAYPARTSDividesthedayintoclustersofhourswithsimilarviewers - 06:30am-14:00pm:daytime - 14:00pm-19:00pm:earlyfringe - 19:00pm-22:00pm:primetime - 22:00pm-24:00pm:latefringeREACHTheunduplicatednumberofhouseholdsorpersonsexposedatleastoncetoanadvertisementoradvertisingschedule - Aperson/householdisonlycounted onceevenifexposedtwoormore times(1+netreach) - Keyelement-netorunduplicated numberofpeopleexposed - Importantindeterminingadvertising effectivenessFREQUENCYTheaveragenumberoftimesahouseholdorpersonexposedtoanadvertisementoradvertisingscheduleinagivenperiodoftime - Keyelement-averageno.oftimesexposed - Somewillseemorethanothersbut,tobe reached,onemustseetheadatleastonce - Usuallyareconcernedwithaveragefrequency - Importantindeterminingadvertising effectivenessREACH&FREQUENCYGRP=Reach x Frequency

F20-39 = ReachxAvg.Frequency400GRP=80% x 5Viewerscountedonce%Averageno.oftimestheyviewedCALCULATING

REACH&FREQUENCYForexample

Frequency Reach Frequency

Reach 1+ 80% 1 5% 2+ 75% 2 25% 3+ 50% 3 2% 4+ 48% 4+ 48% 1+ 80%REACHCURVEPrinciplesabouthowreachbuilds - Reachgenerallybuildsveryquicklyat first - Overtime,itbecomesdifficultto increasereachbecauseyouhavealready reachedthefrequentmediausers - IncreasingGRPtendstoincrease frequencywhilereachincreasesata slowrate

(seenextpagefortheexample)EFFECTIVEFREQUENCYTheamountoffrequencyorrepetitionnecessaryforadvertisementstobeeffective - "Threebittheory"byHerbertKrugman 1stbit:Whatisit? 2ndbit:Whataboutit? 3rdbit:Iknowit. (complexmessageneedshigherfrequency)EFFECTIVEREACHThepercentofatargetaudienceexposedtoanadvertisingwithinarangeoftimessufficienttoproduceapositivechange(e.g.buildawareness,image,strengthenperception...)

Frequency

%Reachedateachfrequencylevel

1+ 60% 2+ 40% 3+ 20%(effectivereachis20%at3+) 4+ 5%SCHEDULINGApatternoftimeswhenadvertisingwillappearbeforetheconsumerFactorsneedconsiderationwhendevelopingschedulingstrategiesSeasonalityPurchasecycleBrandawarenessCompetitiveactivityPromotionaleventBudgetSCHEDULING-CONTINUITYContinuity-EvenandcontinuousadvertisingsupportProvidesanon-goingpresencefortheproductwiththeconsumerweekafterweekTheadsworkasareminderEntirepurchasecycleiscoveredReachconsumersbothwhentheyarepurchasingandwhentheyarenotRealisticonlyforlargebudgetsSCHEDULING-FLIGHTINGFlighting-AdvertisingscheduleseparatedbyhiatusesofnoadvertisingsupportCanbreakthroughcompetitivenoisebyconcentratingadvertisingathigherlevelsduringfewerweeksStretchlimitedbudgetsProvidehigherawarenesslevelsduringon-airperiodMaximizeimpactwhenon-airTimeyouradvertisingaccordingtotheseasonalitySCHEDULING-PULSINGPulsing-ConsistentsupportwithvaryingweightlevelsProvideshigherconcentrationsofweightatscheduledintervalsCanbeaccomplishedby:Schedulingbaseweightandheavy-upthesamemediumSchedulingbaseweightforonemediumandheavyuponadifferentmediumAlternatingmediaCoordinatingburstswithpromotionsReachPattern-Blitz全面攻擊閃電戰(zhàn)Start1YrPlanningPeriodReachExpenditurePattern:ReachPattern-BlitzTheidealpatternforanewproductorservice,ifyoucanaffordit,consistsofa“blitz”ofcontinuousadvertisingforthefirstyear.But,itisvirtuallyimpossibletoover-advertiseanewproductorserviceduringitsintroduction.Theblitzpatternwillmaximizethefirst-moveradvantageifyourbrandisthefirstinthecategory.However,Itappearsthatblitzlevelspendingisalsonecessaryifalater-enteringbrandhopestoovertakethemarketleader.ReachPattern-BlitzImportantNote:Theadvertiserwillneedafairlylarge“pool”ofadvertisingexecutions,builtaroundthesamepositioningstrategy,topreventadvertisingwearout.Forinformationalproducts,aresonablysafeestimateis2~4executions.Fortransformationalproducts,whereadlikabilityisrelevant,4~6executionsmaybeneededtosustainablitz.Forintroductorypromotions,togaintrial,wouldusuallyoccuronlyforthefirstsixmonthsbecausethatisthelengthoftimeforwhichaproductorservicecanlegallyusethedescription“new”.ReachPattern-Wedge契形分裂Start1YrPlanningPeriodReachExpenditurePattern:ReachPattern-WedgeThewedgepatterncanbeconsideredasanalternativetoablitzwhenlaunchingaregularly-purchasedproductorservice.Notonlyhighreachbutheavyfrequencyisneededinitiallytocreatebrandawarenessforthenewproductandtoenableprospectivetrierstolearnthenewproduct’sbenefits(informationaladvertising)oracquireitsintendedimage(transformationaladvertising)GENERALTERMSFORPRINTCirculationNo.ofcopiesofpublicationsoldordistributedPass-alongReadersReaderswhodidn'tpurchasetheirowncopyofapublicationbutreadthecopyofsomeoneelseReadershipBothprimaryandpass-alongreadersReaderspercopy(RPC)Averageno.ofreadersofapublicationpercopyofcirculationGENERALTERMSFORPRINTROPRunofPressreferstopositionsinamagazineornewspaperwheretheadisplacedwherethepublicationchoosesSplit-runDividethecirculationofapublicationintogroupsthatwillreceivedifferenteditorialand/oradvertisingGENERALTERMSFORTVROS(RunofSchedule)BroadcastmediawhereunitsoraschedulemayappearatanytimeinthescheduleofthestationZIP&ZAPUsingaremotecontroldevicetoskipaheadofcommercialortochangeTVchannelsBacktoBackTwoormorecommercialsrunoneimmediatelyfollowingtheotherRoadblocksPurchasingcommercialsonseveralstationsduringthesamecommercialbreak(whichisthebestforReach)如何在媒介購(gòu)買(mǎi)中完美的

實(shí)現(xiàn)媒介計(jì)劃？沒(méi)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(mǎi)中完美的實(shí)現(xiàn)媒介計(jì)劃？(一)什么是媒介購(gòu)買(mǎi)(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(mǎi)？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(mǎi)及執(zhí)行一切有關(guān)行政工作(如訂單、付錢(qián)等)與媒介計(jì)劃、客戶(hù)部及客戶(hù)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(mǎi)的演變及發(fā)展與媒介談判與媒介溝通、聯(lián)系購(gòu)買(mǎi)以前媒介購(gòu)買(mǎi)的演變及發(fā)展向客戶(hù)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(mǎi)現(xiàn)在以前媒介購(gòu)買(mǎi)的演變及發(fā)展獨(dú)立媒介公司：-與客戶(hù)直接聯(lián)系-提供專(zhuān)業(yè)咨詢(xún)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(hù)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(mǎi)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(mǎi)負(fù)責(zé)制作排期的好處？對(duì)客戶(hù)-媒介購(gòu)買(mǎi)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(hù)與媒介購(gòu)買(mǎi)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(tīng)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(mǎi)第二輯的策略：1盡量避免片中廣告2購(gòu)買(mǎi)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(méi)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(mài)汽車(chē)在公車(chē)/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(chē)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(xiāo)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(mén)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(mǎi)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(lèi)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?xún)?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(mǎi)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(mài)掉，否則位置會(huì)浪費(fèi)-月餅銷(xiāo)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(mài)掉，否則位置會(huì)浪費(fèi)-月餅銷(xiāo)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(kāi)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(kāi)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)談判及新建議更趨開(kāi)放可談判的余地大大提高除業(yè)量外，到款量可成為談判的籌碼-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)

談判業(yè)務(wù)量公司的影響力收入/盈利個(gè)人關(guān)系談判技術(shù)對(duì)談判者的了解他的困難，優(yōu)勢(shì)業(yè)務(wù)心理戰(zhàn)術(shù)我們天天在談判每一個(gè)人都是談判者，而且時(shí)時(shí)刻刻在談判-與老板談判增加工資幅度-與太太談判周末的安排-VIACOM(維亞)與CBS(哥倫比亞廣播公司)談判合并的安排-江澤民與克林頓談判中國(guó)入關(guān)的條件我們天天在談判每一個(gè)人都是談判者，而且時(shí)時(shí)刻刻在談判-與老板談判增加工資幅度-與太太談判周末的安排-VIACOM(維亞)與CBS(哥倫比亞廣播公司)談判合并的