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ID:32502018
大小:872.00 KB
页数:21页
时间:2019-02-09
《【7A文】台大推廣策略6.ppt》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
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
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