广告提案资料-媒介简报
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audience
每收视点的价值
Recap of basic media terminology 媒介用词
CPM ( Cost per thousand ) • The cost required to reach each thousand of target
audience
每千人的价值
Four P’s in marketing process 市 场 策 略 的 4 个P
• 媒介提示 • 确定媒介目标及策略 • 媒介计划表 • 执行购买工作
Media Briefing 媒介提示
A good media plan starts with a good media brief
A good media brief helps to
– set direction – prioritise focus – stimulate media creativity
deliver to the right people, at the right time, at the right level
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。
Media planning is … 媒 体 策 划 要 考 虑 ...
A good media brief should be
– comprehensive & clear – supported with figures if possible – logical
好的媒介提案从 媒介提示开始 媒介提示可以帮助
– 确定方向 – 编排重要性 – 提高创意
同时具备
– 详细及清晰资料 – 有数据支持 – 合逻辑的
• 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 of basic media terminology 媒介 用词
Target Audience Rating Point (TARPs or TVR)
Essential information of a media brief 总结有以下主要内容
The Six Ws
1. HoW
– Marketing Objectives – Advertising Objectives
六个W
– 市场目标 – 广告目标
Essential information of a media brief 总结有以下主要内容
Essential information of a media brief 总结有以下主要内容
6. Why
– maintain a critical mind – give thoughts
– 合理性的 – 侧面创意
Media Objective 媒介目标
What do we want to achieve ?
Product 产品
Place 地点
Promotion 促销
Price 价格
The role of advertising in the marketing process 广告担当的角色
Marketing Mix : Four P’s i. The Product ii. The Price of that product iii. The Place where the product would be sold iv. The Promotion activities that will facilitate or induce a consumer to buy the product
Media Strategy 媒介策略
How do we achieve the set objective(s)?
–Media Selection –Media Mix –Buying Strategy
怎样达到媒介目标
–媒 介 选 择 –媒 介 组 合 –购 买 策 略
Media selection is based on 媒介选择
• How many prospects do I need to reach? ( Reach ) • In which medium should I place my ads? ( Media choice ) • How many times should prospects see each ad ? ( Frequency ) • In which months should ads appear? ( Seasonality ) • In which markets should ads appear? ( Geographically ) • How much money should be spent in each medium? ( Media
144 GRPs ------------ = 2.4 Ave. frequency 61% Reach
平均收看频次
Recap of basic media terminology 媒介用词
CPRP ( Cost Per Rating Point ) • The cost required to reach one percent of the target
• example 400,000 target audience watched the TVC 1,687,000 total target population = 23.7 TVR or TARPs
目标受众收视点
Recap of basic media terminology 媒介用词
Gross Rating Points (GRPs) • is the summation of TARPs of a specified campaign • the number of target audience impacts generated by a
– 产品资料 – 产品知名度 – 产品市场占有率 – 媒介预算 – 创作概念
Essential information of a media brief 总结有以下主要内容
4. Who Target consumer Source of business petitors
目标受众 销售来源 主要竞争对手
defined burst of advertising expressed as a percentage of the target audience universe
毛收视点
• 是目标受众收视点的总和
Recap of basic media terminology 媒介用词
Reach
• example
Factors for consideration Marketing objectives
»Advertising objectives »Budget limitations »Creative implications »Competitive strategy
主 要 考 虑:
»市 场 目 标 »广 告 目 标 »广 告 预 算 »创 意 启 示 »竞 争 对 手 表 现
Essential information of a media brief 总结有以下主要内容
5. When
– Seasonality – Product life cycle – Purchase time/usage time – Campaign period/fiscal year
– 季节 – 产品寿命 – 购买周期 – 广告推广周期
2. Where
– Consumption locations – Sales by regions/markets
– 主要销售场所 – 区域销售分布
Essential information of a media brief 总结有以下主要内容
3. What
– Product information – Brand awareness – Brand share/Market penetration – Media Budget/Production budget – What are the creative materials
Spot 1
REACH
Duplication of spot 1& 2
Spot 2
到达率
Recap of basic media terminology 媒介用词
Average Frequency
• example
– A one-week schedule with 144 GRPs & 61% reach, the average frequency is :
Comparison by Numbers Beyond the Numbers
数据比较 质量比较
CoБайду номын сангаасparison by numbers 数据比较
Coverage capability the higher target penetration, the least the wastage Cost Efficiency The medium providing the highest coverage may not be
weight )
• 到达率 • 媒 体选 择 • 广告收看频次 • 季节性 • 广告预算
• ...
Media planning process 媒介策划流程
• Media Brief • Formulation of Media Objectives & Strategy • Drawing of the Preliminary Media Plan • Detailed Media Plan and buying
Table of contents 提案内容
• Recap of basic media terminology • Media role in the process of communication plan • begin with media brief • How to determine objective and strategy • Media selection and mix • How to utilise the media data
i. 产 品 ii. 价 格 iii. 销 售 渠 道 iv. 广 告 及 推 广
The role of media in the advertising process 媒介担当的角色
Media is equally important the creative if not more than • The greatest creative copy needs a right media vehicle to
necessarily the one with the best cost efficiency. The cost parison is an important criteria to suggest a second or third medium to be included as part of the media mix to improve the overall efficiency of the schedule
覆盖能力 媒介有效值
Beyond the numbers 质量比较
Television
Reasons for using
-dynamic product demonstration -mass coverage -cost efficiency
Limitations
电视
-强项
-弱 点
-high total cost
-short life messages
-cluttered
advertising
-生 动， 有 感 染 力 -大 众 化 -有 效 -广 告 费 用 大 -短暂的 -复 杂 的
environment
Beyond the numbers 质量比较
Newspaper
Reasons for using
每收视点的价值
Recap of basic media terminology 媒介用词
CPM ( Cost per thousand ) • The cost required to reach each thousand of target
audience
每千人的价值
Four P’s in marketing process 市 场 策 略 的 4 个P
• 媒介提示 • 确定媒介目标及策略 • 媒介计划表 • 执行购买工作
Media Briefing 媒介提示
A good media plan starts with a good media brief
A good media brief helps to
– set direction – prioritise focus – stimulate media creativity
deliver to the right people, at the right time, at the right level
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。
Media planning is … 媒 体 策 划 要 考 虑 ...
A good media brief should be
– comprehensive & clear – supported with figures if possible – logical
好的媒介提案从 媒介提示开始 媒介提示可以帮助
– 确定方向 – 编排重要性 – 提高创意
同时具备
– 详细及清晰资料 – 有数据支持 – 合逻辑的
• 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 of basic media terminology 媒介 用词
Target Audience Rating Point (TARPs or TVR)
Essential information of a media brief 总结有以下主要内容
The Six Ws
1. HoW
– Marketing Objectives – Advertising Objectives
六个W
– 市场目标 – 广告目标
Essential information of a media brief 总结有以下主要内容
Essential information of a media brief 总结有以下主要内容
6. Why
– maintain a critical mind – give thoughts
– 合理性的 – 侧面创意
Media Objective 媒介目标
What do we want to achieve ?
Product 产品
Place 地点
Promotion 促销
Price 价格
The role of advertising in the marketing process 广告担当的角色
Marketing Mix : Four P’s i. The Product ii. The Price of that product iii. The Place where the product would be sold iv. The Promotion activities that will facilitate or induce a consumer to buy the product
Media Strategy 媒介策略
How do we achieve the set objective(s)?
–Media Selection –Media Mix –Buying Strategy
怎样达到媒介目标
–媒 介 选 择 –媒 介 组 合 –购 买 策 略
Media selection is based on 媒介选择
• How many prospects do I need to reach? ( Reach ) • In which medium should I place my ads? ( Media choice ) • How many times should prospects see each ad ? ( Frequency ) • In which months should ads appear? ( Seasonality ) • In which markets should ads appear? ( Geographically ) • How much money should be spent in each medium? ( Media
144 GRPs ------------ = 2.4 Ave. frequency 61% Reach
平均收看频次
Recap of basic media terminology 媒介用词
CPRP ( Cost Per Rating Point ) • The cost required to reach one percent of the target
• example 400,000 target audience watched the TVC 1,687,000 total target population = 23.7 TVR or TARPs
目标受众收视点
Recap of basic media terminology 媒介用词
Gross Rating Points (GRPs) • is the summation of TARPs of a specified campaign • the number of target audience impacts generated by a
– 产品资料 – 产品知名度 – 产品市场占有率 – 媒介预算 – 创作概念
Essential information of a media brief 总结有以下主要内容
4. Who Target consumer Source of business petitors
目标受众 销售来源 主要竞争对手
defined burst of advertising expressed as a percentage of the target audience universe
毛收视点
• 是目标受众收视点的总和
Recap of basic media terminology 媒介用词
Reach
• example
Factors for consideration Marketing objectives
»Advertising objectives »Budget limitations »Creative implications »Competitive strategy
主 要 考 虑:
»市 场 目 标 »广 告 目 标 »广 告 预 算 »创 意 启 示 »竞 争 对 手 表 现
Essential information of a media brief 总结有以下主要内容
5. When
– Seasonality – Product life cycle – Purchase time/usage time – Campaign period/fiscal year
– 季节 – 产品寿命 – 购买周期 – 广告推广周期
2. Where
– Consumption locations – Sales by regions/markets
– 主要销售场所 – 区域销售分布
Essential information of a media brief 总结有以下主要内容
3. What
– Product information – Brand awareness – Brand share/Market penetration – Media Budget/Production budget – What are the creative materials
Spot 1
REACH
Duplication of spot 1& 2
Spot 2
到达率
Recap of basic media terminology 媒介用词
Average Frequency
• example
– A one-week schedule with 144 GRPs & 61% reach, the average frequency is :
Comparison by Numbers Beyond the Numbers
数据比较 质量比较
CoБайду номын сангаасparison by numbers 数据比较
Coverage capability the higher target penetration, the least the wastage Cost Efficiency The medium providing the highest coverage may not be
weight )
• 到达率 • 媒 体选 择 • 广告收看频次 • 季节性 • 广告预算
• ...
Media planning process 媒介策划流程
• Media Brief • Formulation of Media Objectives & Strategy • Drawing of the Preliminary Media Plan • Detailed Media Plan and buying
Table of contents 提案内容
• Recap of basic media terminology • Media role in the process of communication plan • begin with media brief • How to determine objective and strategy • Media selection and mix • How to utilise the media data
i. 产 品 ii. 价 格 iii. 销 售 渠 道 iv. 广 告 及 推 广
The role of media in the advertising process 媒介担当的角色
Media is equally important the creative if not more than • The greatest creative copy needs a right media vehicle to
necessarily the one with the best cost efficiency. The cost parison is an important criteria to suggest a second or third medium to be included as part of the media mix to improve the overall efficiency of the schedule
覆盖能力 媒介有效值
Beyond the numbers 质量比较
Television
Reasons for using
-dynamic product demonstration -mass coverage -cost efficiency
Limitations
电视
-强项
-弱 点
-high total cost
-short life messages
-cluttered
advertising
-生 动， 有 感 染 力 -大 众 化 -有 效 -广 告 费 用 大 -短暂的 -复 杂 的
environment
Beyond the numbers 质量比较
Newspaper
Reasons for using