如何选择媒体（英文版）.PPT

MediaTraining,Hello!,GoodAfternoon!,Let’stalkaboutMedia,SurvivingintheMediaJungle?,,,MediaPlanning?,,,NumberCrushing,,,SeriousAnalyticalJob,Busy!Busy!Busy!,,,100WaysToSqueezeMediaSales,,,ALotOfJargons,SurvivingintheMediaJungle?,Todoourjobbetter,weneedyour,SurvivingintheMediaJungle?,UNDERSTANDING,Understanding,Whatdowedo?HowA/Scanhelp?Whatwearetalkingabout?,Topics,DefinitionofMediaPlanningEffectiveMediaPlanningMediaBriefingMediaJargonsReachTarget:People15-49ExampleTARPsSpot1:15Spot2:20Spot3:11Spot4:30Spot5:8Spot6:26110,,,Example,TargetAudience:People15-49,TotalTARPs=110Reach(1+)=64%Ave.Freq.=1.7,,,,R“EffectiveFrequency:therelationshipbetweenfrequencyandadvertisingeffectiveness”The“3-hittheory”becomepopular,,,EF(Range),ThetheoryisfurthermodifiedbyColinMcDonaldthereisaminimumadvertisingexposurelevelforaproduct,belowwhichthereisnoeffectontheadvertisinggoalthereisamaximumlevelabovewhichthereiseithernofurtherenhancementtotheadgoalMorefocusdeliverywillberesultedwithminimumwastageofresources,,,EF(Range),BrandFactorsWellestablishedfocusofsalesVSNewproductEstablishedcampaignVSNewcampaignSimplemessageVSComplexmessageHighimpactcreativeVSLowimpactcreativeWithrecentsupportVSLowrecentsupportHighinterestcategoryVSLowinterestcategory,,,EF(Range),ConsumerFactorsReceptivetargetaudienceVSUnreceptiveaudienceReinforcingattitudesVSChangingattitudesReinforcingbehaviorVSChangingbehaviorLowcompetitiveactivityVSHighcompetitiveactivityLowmediaclutterVSHighmediaclutter,,,EFEstimator,,,,,,,,,,,,,,,,,,,,,,KeyConsiderationsEffectiveFrequency,LowHigh,,,1,2,3,4,5,Weighting,Score,Totalscoreof:27.5(max)or5.5(min),,A.TheBrand1.WellEstablishedNewProduct2102.EstablishedCampaignNewCampaign0.52.53.SimplemessageComplexmessage0.52.54.HighimpactcreativeLowimpactcreative155.Recentsupport:HighRecentsupportlow156.HighinterestcategoryLowinterestcategory0.52.5,,,EFEstimator,,KeyConsiderationsEffectiveFrequency,LowHigh,,,1,2,3,4,5,Weighting,Score,TotalScoreof:22.5(max)or4.5(min)GrandTotalScore:50(max)or10(min),B.TheConsumer7.ReceptivetargetUnreceptive15audience8.Reinforcingattitudes/ChangingAttitudes/15behaviorsbehaviors9.LowcompetitiveHighactivity1.57.5activity10.LowmediaclutterHighmediaclutter15,,,EFEstimatorExample,A.TheBrand1.WellEstablishedNewProduct242.EstablishedCampaignNewCampaign0.51.53.SimplemessageComplexmessage0.51.54.HighimpactcreativeLowimpactcreative125.Recentsupport:HighRecentsupport:low126.HighinterestcategoryLowinterestcategory0.52,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,KeyConsiderationsEffectiveFrequency,LowHigh,,,1,2,3,4,5,Weighting,Score,Totalscoreof:13,,,,EFEstimatorExample,A.TheConsumer7.ReceptivetargetUnreceptive12audience8.Reinforcingattitudes/ChangingAttitudes/13behaviorsbehaviors9.LowcompetitiveHighactivity1.56activity10.LowmediaclutterHighmediaclutter14,,KeyConsiderationsEffectiveFrequency,LowHigh,,,1,2,3,4,5,Weighting,Score,Averagescoreof:15TotalScore:28,,,,,,,,,,,,,,,,,,,,,,,Fora4-weekperiod,weassume…aneffectivefrequencyrangefrom1-8andtherangeoffrequencyof2timesmore,,,,,ScoreRangeStrikeRateRange10-141-315-192-420-243-525-294-630-345-735-396-840-447-945-508-10,,,,,EffectiveReach,Thedefinition(%)ofthetargetaudiencewhohavehadtheopportunitytoseethecommercialattheEffectiveFrequency,,,EffectiveReach,HowtoestablishByjudgment,experience,researchsupportHowmucheffectivereachcanbeaffordedwithinthebudget?Howmuchisneededtoachievethemarketinggoals?GeorgeB.Murraysuggested45%isthenormIntermofcostefficiencyWhatistherelationshipbetweencostandeffectivereach?,,,Costefficiencyapproachforn+effectivefrequency,CostperEffective3+Reach,,,Costefficiencyapproachforn+effectivefrequency,Costper1%Effective3+Reach(Rmb),100150200250300350400GRPs,3+Reach,,CostEfficientZone,Recency,RecencyTheory,JohnPhilipJonesandErwinEphron,EffectivefrequencyisprovidedbyONEsingleexposure,RecencyTheory,Focusonpurchasetrigger,relevancy.WhenAdworks.PeopleusedtolookforinformationaboutproductstoshopLessweight,moreweeksWhenismoreimportantthanhowmany,RecencyTheory,“Thereisawindowofadvertisingopportunityprecedingeachpurchase.Mediaplanning’sjobistoplacethemessageinthatwindow”“Ifyouwantyouradvertisingtobenefitsyourbrandsinthelongterm,demonstrateitsabilitytosellyourbrandsintheshort-term.”,RecencyTheoryWhenabrandisunadvertised,itssaleswillsufferfromsuccessfulcompetitivecampaigns.TheonlywayinwhichabrandcanbeprotectedistobeontheairfairlycontinuouslyBetterthoughtas‘presence’,RecencyTheory,PlanforreachnotfrequencyPlanforcontinuitynotburstsUseone-weeknot4-weekplanningmethodShopforlowestcost-per-reach-pointnotjustlowerCPMUsedispersion(lowratings)notconcentration(highratings)Aimtobuy50-70GRPsand1+35%perweek,,,PlanbyR目标受众:15–49岁人群ExampleTARPsSpot1:15Spot2:20Spot3:11Spot4:30Spot5:8Spot6:26110,,,例子,目标受众:15–49岁人群,TotalTARPs=110Reach(1+)=64%Ave.Freq.=1.7,,,,到达率和到达频次的曲线目标受众:15–49岁人群,Reach(%),GRPs,1+,2+,3+,为什么重要?,对于客户:评估广告的投放效率对于策划:测算出达到最佳广告投放效率所需的足够预算金额对于购买:便于精确测算以达到最优化的媒体购买行为,如何选择媒体,以提高品牌知名度为目的：高到达率广告的持续性以提高品牌认知度为目的：高的有效到达频率频次提高CPRP,,以实例介绍媒介工作,可口可乐Vs.百事可乐在中国品牌背景：可口可乐形象为传统型，进入中国较早百事可乐形象为时尚型，进入中国较迟地域影响：从北至南市场占有率可口可乐由强至弱，而百事可乐由弱至强。由市场背景影响。可口可乐/百事可乐，在北京：8/2；在上海：5/5；在广州：2/8导致通路状况各异,以实例介绍媒介工作,可口可乐Vs.百事可乐在中国投放效果：在相应市场的弱势品牌必须保持的，有竞争力度的广告，才能维持现有市场，并有少量拓展如强势品牌以相同力度投放，市场将轻易收回必须策划和执行一些活动配合广告投放，效果才能显著投放策略：根据不同的品牌背景购买相应的媒体、节目在相应市场的弱势品牌必须掌握投放的提前量依据自身的市场现状合理调配投放，不要无谓的浪费资源,