03.2-电视购买流程

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1、TVBuyingProcedure电视购买流程李英姿Prebrief购买简报前Buyingbrief购买简报Preparation准备事宜Optimization优化选择Scheduling排期制作Booking执行下单Livecampaignmonitoringandadjustment排期监督Reconciliation比较整理Post-buyreport事后报告Postanalysisandfutureactionplan事后分析与行动计划MainSteps主要步骤Prebrief购买简报前Buyingbrief购买简报Pr

2、eparation准备事宜Optimization优化选择Scheduling排期制作Booking执行下单Livecampaignmonitoringandadjustment排期监督Reconciliation比较整理Post-buyreport事后报告Postanalysisandfutureactionplan事后分析与行动计划MainSteps主要步骤MediaScenes当地市场与媒体概况Reachbuildcurves到达率曲线MarketactualCPRP市场实际收视成本PTVvsLTVanalysis省台与市台

3、的分析Competitoractivitiesinformation竞争品牌信息收集Zappingstatusreport广告掐播情况CreativeBuyOpportunitiesChecking创意购买形式查询Programorchannelpopularitysurveysinnon-measuredmarkets无监播市场节目与电视台受欢迎度调查表Prebrief购买简报前ReachBuildCurves到达率曲线CompetitorActivitiesInformation竞争品牌信息收集ZappingReport广告掐

4、播情况Programorchannelpopularitysurveysinnon-measuredmarkets无监播市场节目与电视台受欢迎度调查表Prebrief购买简报前Buyingbrief购买简报Preparation准备事宜Optimization优化选择Scheduling排期制作Booking执行下单Livecampaignmonitoringandadjustment排期监督Reconciliation比较整理Post-buyreport事后报告Postanalysisandfutureactionplan事后分

5、析与行动计划MainSteps主要步骤BuyingBrief购买简报Whoinitiatethebuyingbrief谁制作了购买简报Planningteam计划部Wherethebuyingbriefcomefrom购买简报从何而来Annulmasterplan年度计划表Whattheannualmasterplanrelyon年度计划表以何以依据Mediastrategy媒体策略Salesnetwork销售网络Productpositioning产品定位Marketingstrategy市场策略Buyingteam’spreb

6、riefanalysisreport购买部的购买简报前报告BuyingBrief购买简报Content内容Product/targetgroup产品/目标受众Marketlist/Campaignperiod市场/排期时间TargetGRPandReachgoals目标总收视率和到达率Duration/CopyName广告长度/广告带名称National/Provincial/Localstationsplit国家/省会/地方电视台比例Programaffinity节目亲和性Daypartssplit/Spotsallocatio

7、nrequirements时间段分配/广告电视分布要求Format/Deadline格式/排期完成时间Specialrequest其余特别要求Avoidbrandcrash避免品牌冲撞BuyingBrief购买简报Prebrief购买简报前Buyingbrief购买简报Preparation准备事宜Optimization优化选择Scheduling排期制作Booking执行下单Livecampaignmonitoringandadjustment排期监督Reconciliation比较整理Post-buyreport事后报告Po

8、stanalysisandfutureactionplan事后分析与行动计划MainSteps主要步骤Updateannualratingtrendwithmostrecentrating更新收视率曲线Identifytop20programs确认