【7A文】台大推廣策略6.ppt

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1、MediaPlaningandStrategyMediaPlanning:Whatisit?Mediaplanningistheprocessofdetermininghowadvertisingtimeandspacewillbeusedtocontributetotheachievementofmarketingandadvertisingobjectives.MediaTerminologyMedia-ThevariouscategoriesofmessagedeliverysystemsBroadca

2、stMedia-Eitherradioortelevisionnetworkorlocalstationbroadcasts.PrintMedia-Publicationssuchasnewspapers,magazines,directmail,outdoor,andthelike.MediaVehicle-ThespecificmessagecarrierStepsinDevelopingtheMediaPlanConductSituationAnalysisDevelopMarketingPlanDev

3、elopCreativeStrategySetMediaObjectivesDetermineMediaStrategySelectMediaTypesSelectMediaVehiclesDetermineSpecificMediaUseDecisionsStepscompletedpriortodevelopinganyofthepromotionaltools.Advertising-specificEssentialConceptsforEstablishingMediaObjectivesCove

4、rage=Thepotentialaudiencethatmightreceivethemessagethroughthevehicle.Reach=thenumberofdifferentaudiencemembersexposedatleastoncetoamediavehicleduringadesignatedtimeperiod(typicallyonemonth;usuallyexpressedasapercentage).Frequency=numberoftimestheaudienceise

5、xposedtoamediavehiclewithinagiventimeperiod.Scheduling=patternofadvertisingscheduledovertime.TargetMarketCoveragePopulationexcludingtargetmarketTargetmarketMediacoverageMediaoverexposureCoverageExceedingMarketPartialMarketCoverageFullMarketCoverageTargetMar

6、ketProportionReachAlsocalled:1+,netcoverage,unduplicatedaudience,cumulativeaudience(orcume),到達率、接觸率Reach=（接觸人數/目標市場總人數）x100%Factorsthatdeterminereach:multiplemedianumberofdiversityofdifferentmediavehicleusedthedaypartsusedtoadvertiseaprogramEffectiveReach:p

7、ercentageoftargetaudiencethatareexposedtoanadsomeminimumnumberoftimesFrequencyAlsocalled:averagefrequency、平均個別接觸率Frequency=接觸次數累計/接觸人數EffectiveFrequency:numberoftimesatargetaudienceneedstobeexposedtoamessagebeforetheobjectivesoftheadvertiseraremetTable13.1G

8、rossRatingPoints:ACombinedMeasureAlsocalledgrosscoverage,duplicatedaudienceAnindicatoroftheamountofgrossweightthataparticularadvertisingscheduleiscapableofdelivering（某一段特定時間內，目標市場接觸到廣告的總次數)）GRPs=reach