广告媒介媒介常识.ppt

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1、OverallMediaProcess媒介简报Tableofcontents提案内容RecapofbasicmediaterminologyMediaroleintheprocessofcommunicationplanbeginwithmediabriefHowtodetermineobjectiveandstrategyMediaselectionandmixHowtoutilisethemediadata总结一些主要媒介用词媒介的角色由媒介的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Recap

2、ofbasicmediaterminology媒介用词TargetAudienceRatingPoint(TARPsorTVR)example400,000targetaudiencewatchedtheTVC1,687,000totaltargetpopulation=23.7TVRorTARPs目标受众收视点Recapofbasicmediaterminology媒介用词GrossRatingPoints(GRPs)isthesummationofTARPsofaspecifiedcampaignthenumbero

3、ftargetaudienceimpactsgeneratedbyadefinedburstofadvertisingexpressedasapercentageofthetargetaudienceuniverse毛收视点是目标受众收视点的总和Spot1Spot2Duplicationofspot1&2Recapofbasicmediaterminology媒介用词Reachexample到达率REACHRecapofbasicmediaterminology媒介用词AverageFrequencyexampleAon

4、e-weekschedulewith144GRPs&61%reach,theaveragefrequencyis:144GRPs------------=2.4Ave.frequency61%Reach平均收看频次Recapofbasicmediaterminology媒介用词CPRP(CostPerRatingPoint)Thecostrequiredtoreachonepercentofthetargetaudience每收视点的价值Recapofbasicmediaterminology媒介用词CPM(Costpe

5、rthousand)Thecostrequiredtoreacheachthousandoftargetaudience每千人的价值Promotion促销Price价格FourP’sinmarketingprocess市场策略的4个PProduct产品Place地点Theroleofadvertisinginthemarketingprocess广告担当的角色MarketingMix:FourP’si.TheProductii.ThePriceofthatproductiii.ThePlacewheretheproduc

6、twouldbesoldiv.ThePromotionactivitiesthatwillfacilitateorinduceaconsumertobuytheproducti.产品ii.价格iii.销售渠道iv.广告及推广Theroleofmediaintheadvertisingprocess媒介担当的角色MediaisequallyimportantthecreativeifnotmorethanThegreatestcreativecopyneedsarightmediavehicletodelivertothe

7、rightpeople,attherighttime,attherightlevel跟广告创意同等地位广告创意的传达，有赖正确的渠道，目标受众及有效频次和适当时间。Mediaplanningis…媒体策划要考虑...HowmanyprospectsdoIneedtoreach?(Reach)InwhichmediumshouldIplacemyads?(Mediachoice)Howmanytimesshouldprospectsseeeachad?(Frequency)Inwhichmonthsshouldadsapp

8、ear?(Seasonality)Inwhichmarketsshouldadsappear?(Geographically)Howmuchmoneyshouldbespentineachmedium?(Mediaweight)到达率媒体选择广告收看频次季节性广告预算...Mediaplanningprocess媒介