媒介简报研究报告.pptx

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Slide Title,Body Text,Second Level,Third Level,Fourth Level,Fifth Level,Slide Title,Body Text,Second Level,Third Level,Fourth Level,Fifth Level,Overall Media Process 媒 介 简 报,媒介简报研究报告,第1页,Table of contents,提 案 内 容,Recap of basic media terminology,Media role in the process of communication plan,begin with media brief,How to determine objective and strategy,Media selection and mix,How to utilise the media data,总 结 一 些 主 要 媒 介 用,词,媒 介 角 色,由 媒 介 提 示 开 始,怎 样 决 定 媒 介 目 标 及 策 略,媒 介 选 择 及 组 合,怎 样 有 效 利 用 媒 介 资 料,媒介简报研究报告,第2页,Recap of basic media terminology,媒 介 用 词,Target Audience Rating Point(TARPs or TVR),example400,000 target audience watched the TVC,1,687,000 total target population,=23.7 TVR or TARPs,目 标 受 众 收 视 点,媒介简报研究报告,第3页,Recap of basic media terminology,媒介用词,Gross Rating Points(GRPs),is the summation of TARPs of a specified campaign,the number of target audience impacts generated by a defined burst of advertising expressed as a percentage of the target audience universe,毛 收 视 点,是 目 标 受 众 收 视 点 总 和,媒介简报研究报告,第4页,Spot 1,Spot 2,Duplication of spot 1&2,Recap of basic media terminology,媒介用词,Reach,example,到 达 率,REACH,媒介简报研究报告,第5页,Recap of basic media terminology,媒介用词,Average Frequency,example,A one-week schedule with 144 GRPs&61%reach,the average frequency is:,144 GRPs,-=2.4 Ave.frequency,61%Reach,平 均 收 看 频 次,媒介简报研究报告,第6页,Recap of basic media terminology,媒介用词,CPRP(Cost Per Rating Point),The cost required to reach one percent of the target audience,每 收 视 点 价 值,媒介简报研究报告,第7页,Recap of basic media terminology,媒介用词,CPM(Cost per thousand),The cost required to reach each thousand of target audience,每 千 人 价 值,媒介简报研究报告,第8页,Promotion,促 销,Price,价 格,Four Ps in marketing process,市 场 策 略 4 个,P,Product,产 品,Place,地 点,媒介简报研究报告,第9页,The role of advertising in the marketing process,广 告 担 当 角 色,Marketing Mix :Four Ps,i.The Product,ii.The Price of that product,iii.The Place where the product would be sold,iv.The,Promotion,activities that will facilitate or,induce a consumer to buy the product,i.,产 品,ii.,价 格,iii.,销 售 渠 道,iv.,广 告 及 推 广,媒介简报研究报告,第10页,The role of media in the advertising process,媒 介 担 当 角 色,Media is equally important the creative if not more than,The greatest creative copy needs a right media,vehicle,to deliver to the right,people,at the right,time,at the right,level,跟 广 告 创 意 同 等 地 位,广 告 创 意 传 达，有 赖,正 确 渠 道,，,目 标 受 众 及 有 效 频 次 和 适 当 时 间,。,媒介简报研究报告,第11页,Media planning is,媒 体 策 划 要 考 虑.,How many prospects do I need to reach?(Reach),In which medium should I place my ads?(Media choice),How many times should prospects see each ad?(Frequency),In which months should ads appear?(Seasonality),In which markets should ads appear?(Geographically),How much money should be spent in each medium?(Media weight),抵达率,媒 体选 择,广告收看频次,季节性,广 告 预 算,.,媒介简报研究报告,第12页,Media planning process,媒 介 策 划 流 程,Media Brief,Formulation of Media Objectives&Strategy,Drawing of the Preliminary Media Plan,Detailed Media Plan and buying,媒 介 提 示,确 定 媒 介 目 标 及 策 略,媒 介 计 划 表,执 行 购 买 工 作,媒介简报研究报告,第13页,Media Briefing,媒 介 提 示,A good media plan starts with a good media brief,A good media brief helps to,set direction,prioritise focus,stimulate media creativity,A good media brief should be,comprehensive&clear,supported with figures if possible,logical,好 媒 介 提 案 从 媒 介 提 示 开 始,媒 介 提 示 可 以 帮 助,确 定 方 向,编 排 重 要 性,提 高 创 意,同 时 具 备,详 细 及 清 晰 资 料,有 数 据 支 持,合 逻 辑,媒介简报研究报告,第14页,Essential information of a media brief,总 结 有 以 下 主 要 内 容,The Six,W,s,1.Ho,W,Marketing Objectives,Advertising Objectives,六个,W,市 场 目 标,广 告 目 标,媒介简报研究报告,第15页,Essential information of a media brief,总结有以下主要内容,2.,W,here,Consumption locations,Sales by regions/markets,主 要 销 售 场 所,区 域 销 售 分 布,媒介简报研究报告,第16页,Essential information of a media brief,总结有以下主要内容,3.,W,hat,Product information,Brand awareness,Brand share/Market penetration,Media Budget/Production budget,What are the creative materials,产 品 资 料,产 品 知 名 度,产 品 市 场 占 有 率,媒 介 预 算,创 作 概 念,媒介简报研究报告,第17页,Essential information of a media brief,总结有以下主要内容,4.,W,ho,Target consumer,Source of business,Key competitors,目 标 受 众,销 售 来 源,主 要 竞 争 对 手,媒介简报研究报告,第18页,Essential information of a media brief,总结有以下主要内容,5.,W,hen,Seasonality,Product life cycle,Purchase time/usage time,Campaign period/fiscal year,季 节,产 品 寿 命,购 买 周 期,广 告 推 广 周 期,媒介简报研究报告,第19页,Essential information of a media brief,总结有以下主要内容,6.,W,hy,maintain a critical mind,give thoughts,合 理 性,侧 面 创 意,媒介简报研究报告,第20页,Media Objective,媒 介 目 标,What do we want to achieve?,Factors for consideration,Marketing objectives,Advertising objectives,Budget limitations,Creative implications,Competitive strategy,主 要 考 虑:,市 场 目 标,广 告 目 标,广 告 预 算,创 意 启 示,竞 争 对 手 表 现,媒介简报研究报告,第21页,Media Strategy,媒 介 策 略,How do we achieve the set objective(s)?,Media Selection,Media Mix,Buying Strategy,怎 样 达 到 媒 介 目 标,媒 介 选 择,媒 介 组 合,购 买 策 略,媒介简报研究报告,第22页,Media selection is based on,媒 介 选 择,Comparison by Numbers,Beyond the Numbers,数 据 比 较,质 量 比 较,媒介简报研究报告,第23页,Comparison by numbers,数 据 比 较,Coverage capability,the higher target penetration,the least the wastage,Cost Efficiency,The medium providing the highest coverage may not be necessarily the one with the best cost efficiency.The cost efficiency comparison is an important criteria to suggest a second or third medium to be included as part of the media mix to improve the overall efficiency of the schedule,覆 盖 能 力,媒 介 有 效 值,媒介简报研究报告,第24页,Television,Reasons for using,-,dynamic product demonstration,-,mass coverage,-,cost efficiency,Limitations,-,high total cost,-,short life messages,-,cluttered advertising environment,电 视,-强 项,-生 动，有 感 染 力,-大 众 化,-有 效,-弱 点-广 告 费 用 大,-,短 暂,-,复 杂,Beyond the numbers,质 量 比 较,媒介简报研究报告,第25页,Newspaper,Reasons for using,-,sense of immediacy,-,flexibility,-,mass reach or targeted reach,Limitations,-,high total cost,-,cluttered advertising environment,-,less production quality,报刊,-,强项-有新闻主要性,-灵活,-大众化,也可有选择性,-弱点-费用大,-复杂,-质量略差,Beyond the numbers,质量比较,媒介简报研究报告,第26页,Beyond the numbers,质量比较,Magazines,Reasons for using,-,fine colour reproduction,-,longer life span,-,higher pass-along readership,-targeted reach,Limitations-lack of immediacy,-slow building of reach,杂志,-强项-印刷精美,-长广告生命力,-目标受众集中,-弱点-效力迟缓,媒介简报研究报告,第27页,Beyond the numbers,质量比较,Radio,Reasons for using-low cost,-targeted reach,-flexibility,Limitations-audio only,-lack of mass coverage,-cluttered advertising environment,电 台,强 项,-,费 用 便 宜,-,目 标 受 众 集 中,-,灵 活 性,弱 点,-,没 有 视 觉 效 应,-,覆 盖 面 浅,媒介简报研究报告,第28页,Outdoor,(MTR/billboards/neon sign etc),Reasons for using-wide coverage,-attentive,-flexibility,-around-the-clock exposure,Limitations-high cost for impact,-limited to simple messages,-space availability,户 外,强 项,-,覆 盖 面 广,-,受 注 意,-,灵 活 性,-,弱 点,-,费 用 不 便 宜,-,不 可 用 复 杂 广 告 内 容,-,不 容 易 找 到 黄 金 位 置,Beyond the numbers,质量比较,媒介简报研究报告,第29页,Media mix,媒 介 组 合,The benefit of using a media mix,extend the reach,reinforce the message,present different product features based on the different characteristics of each medium,扩 大 覆 盖 率,加 强 不 同 感 染 力,不 同 创 意 模 式,媒介简报研究报告,第30页,How to evaluate a media plan,怎 样 评 估 媒 介 计 划 书,Does your plan meet your media objectives?,以 媒 介 提 示 作 为 参 考 标 准,媒介简报研究报告,第31页,How to use the media data?怎 样 运 用 媒 介 研 究 资 料,媒介简报研究报告,第32页,Competitive analysis,竞 争 对 手 资 料,Give strategic insights,media facts and findings,but not mean being followers,induce the competitive intelligence,media impact vs media spending,供 应 策 略 性 观 点,媒 介 数 据,但 不 是 说 要 用 后 来 者,对 手 策 略 得 到 指 引,媒 介 效 应 为 主，投 放 价 值 为 副,媒介简报研究报告,第33页,Standard reach curve,标准抵达率图表,0%,10%,20%,30%,40%,50%,60%,70%,80%,90%,100%,0,100,200,300,400,500,600,700,800,900,1000,GRPs,Reach,1+,3+,媒介简报研究报告,第34页,Certain principles about building reach,建立抵达率规则,Reach generally builds very quickly at first,After time,it becomes difficult to increase reach,Increasing reach further means reaching light TV viewers,Increasing TARPs tends to increase frequency rather than reach,在一个广告优势初段,建立速度比较快,然后速度放缓,覆盖范围开始抵达一些偏远受众,最终,投放作用主要放在提升收看广告频次.,媒介简报研究报告,第35页,Effective frequency,有效收看频次,The definition,The number of exposures your target audience need to produce an optimum response from our advertising within a given period of time,媒介简报研究报告,第36页,Effective frequency Range,有效收看频次范围,The theory,There is a minimum advertising exposure level for a product,below which there have not sufficient effect on the advertising goal,There is also a maximum level above which there have either no further enhancement to the ad goal or even significant diminishing returns,More focus delivery is expected with minimum wastage of resources,媒介简报研究报告,第37页,Effective reach,有效覆盖率,The definition,(%)of the target audience who have had the opportunity to see the commercial at the Effective Frequency,媒介简报研究报告,第38页,Effective frequency range optimal approach,有效媒体投放布署,0%,10%,20%,30%,40%,50%,60%,70%,80%,90%,100%,0,100,200,300,400,500,600,700,800,900,1000,GRPs,Reach,1+,3+,3-6,媒介简报研究报告,第39页,How to utilise the media data,怎样利用媒介研究资料,Weekly Advertising,Awareness Data,Weekly Media,Delivery Data,Advertising Awareness,Sensitivity Correlation,Advertising Awareness,Decay Factors,Planning,Parameters,广通知名度资料,媒介投放资料,媒介计划考虑,知名度与投放关系,知名度衰退速度,媒介简报研究报告,第40页,Ovaltine weekly awareness and GRPs,著名度与广告投放,媒介简报研究报告,第41页,Ovaltine awareness smoothed,著名度与广告投放,媒介简报研究报告,第42页,Constant decay factor of 20%gives correlation,著名度衰退速度,媒介简报研究报告,第43页,While Panadol has a decay factor of only 5%,著名度衰退速度,媒介简报研究报告,第44页,How to do the optimum plan with data,怎样做最有效媒介计划书,Budget,Sales,Seasonality,Advertising,Awareness,Decay Factors,Effective,Frequency,Parameters,GRPs,R&F,Optimum,Plan,To determine maximum effectiveness in spending strategy and pattern,预算,季节,著名度衰退速度,有效频次,收视率/覆盖/频次,最有效计划书,媒介简报研究报告,第45页,Questions 问题,媒介简报研究报告,第46页,Questions,问题,A TV campaign delivers 500 GRPs and reaches 74%of all people.What is the average frequency of exposure(OTS)to the advertising amongst people who were exposed to it?,在一个电视广告攻势里,假如能够得到500收视点,74%覆盖率,请问目标受众收看平均频次有多少?,媒介简报研究报告,第47页,Questions and Answers,答案,A TV campaign delivers 500 GRPs and reaches 74%of all people.What is the average frequency of exposure(OTS)to the advertising amongst people who were exposed to it?,6.76,媒介简报研究报告,第48页,Questions,问题,A TV campaign is bought against a target audience of people 15 to 35 and an effective frequency criteria of 3 to 6.The maximum possible reach for the target audience seeing the advertising between 3 and 6 times is achieved at 350 GRPs.What happens to this reach if you buy a further 200 GRPs?,在一个电视广告攻势里,设定有效收看频次范围3-6,假如这个范围在350收视点时出现,再投放多200个视点效果会是什么?,媒介简报研究报告,第49页,Questions and Answers,答案,A TV campaign is bought against a target audience of people 15 to 35 and an effective frequency criteria of 3 to 6.The maximum possible reach for the target audience seeing the advertising between 3 and 6 times is achieved at 350 GRPs.What happens to this reach if you buy a further 200 GRPs?,The 3-6 reach will go down because there will be more people exposed to more than 6 impacts for every incremental GRP than people going from 2 to 3 exposures,覆 盖 率 图 线 会 下 降,媒介简报研究报告,第50页,Questions,问题,Your client manufactures eye glasses.He asks you to prepare a TV media plan and advises you that the target audience is“people with bad eyesight”.Whats wrong with that?,假如你有一个做眼镜客户,他要求提供一份媒介计划书,而目标受众是设定“有视觉问题观众”.,请问以上逻辑有何不对?,媒介简报研究报告,第51页,Questions and Answers,答案,Your client manufactures eye glasses.He asks you to prepare a TV media plan and advises you that the target audience is“people with bad eyesight”.Whats wrong with that?,Bad eyesight is not a valid target audience definition because it is a genetic physical characteristic distributed randomly through the population which does not effect media consumption or lifestyle.The argument that they cannot see the TV is no good since most people with problem vision wear glasses already but may well be in the market for a newer smarter pair,“,有 视 觉 问 题 观 众”不 是 媒 介 设 定 目 标 受 众 范 畴,媒介简报研究报告,第52页,Questions,问题,You are asked to prepare an analysis looking at the effects of media investment on your FMCG clients business over the last five years.You have various sets of data to analyse.Which of the following correlations is likely to be the strongest and why?,Media Spend vs Sales,Share of Voice vs Market Share,Unaided Ad.Awareness vs GRPs,GRPs vs Volume sales,Prompted Brand Awareness vs Market Share,假 如 要 分 析 以 下 相 关 媒 介 研 究 资 料，谁 是 最 有 密 切 关 联。,媒 介 投 放 与 销 量,媒 介 占 有 率 与 市 场 占 有 率,知 名 度 与 毛 收 视 点,毛 收 视 点 与 销 量,知 名 度 与 市 场 占 有 率,媒介简报研究报告,第53页,Questions and Answers,答案,You are asked to prepare an analysis looking at the effects of media investment on your FMCG clients business over the last five years.You have various sets of data to analyse.Which of the following correlations is likely to be the strongest and why?,Media Spend vs Sales,Share of Voice vs Market Share,*Unaided Ad.Awareness vs GRPs*,GRPs vs Volume sales,Prompted Brand Awareness vs Market Share,There is a direct causal effect between the amount of advertising people see and the extent to which it is remembered.All the other relationships are on other factors in the marketing mix and thus less likely to yield a strong correlation and may not be causally related.,知 名 度 与 收 视 点,媒介简报研究报告,第54页,Questions,问题,Your clients product has a 10%share of market in January 1999.His objective is to increase that share to 25%by January.Assuming the product category volume remains the same,what constant monthly share increase will be needed to achieve this objective?,你 客 户 有10 市 场 占 有 率，他 们 希 望 一 年 后 可 以 提 升 到25，假 设 竞 争 环 境 不 变，而 客 户 产 品 每 月 保 持 一 样 增 长 速 度，请 问 这 个 增 长 速 度 是 什 么？,媒介简报研究报告,第55页,Questions and Answers,答案,Your clients product has a 10%share of market in January 1999.His objective is to increase that share to 25%by January.Assuming the product category volume remains the same,what constant monthly share increase will be needed to achieve this objective?,Its compound interest.The answer is 7.9348%.Anything close gets the marks,这 是 个 复 合 累 积 利 率 计 算，答 案 是 7.9348。,媒介简报研究报告,第56页,Questions and Answers 答案,媒介简报研究报告,第57页,Thank You,媒介简报研究报告,第58页,