广告媒介_媒介常识
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CPRP ( Cost Per Rating Point ) • The cost required to reach one percent of the target 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
众 及 有 效 频 次 和 适 当 时 间。
Media planning is … 媒 体 策 划 要 考 虑 ...
• • • • • • • • • • • • 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 weight )
Recap of basic media terminology 媒介用词
Reach
• example
Spot 1 Spot 2
Duplication of spot 1& 2
REACH
到达率
Recap of basic media terminology 媒介用词
Average Frequency
Overall Media Process 媒介 简报
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 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
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 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
每千人的价值
Four P’s in marketing process 市 场 策 略 的 4 个P
Product 产品
Price 价格Leabharlann Baidu
Place 地点 Promotion 促销
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 i. ii. iii. iv.
产品 价格 销售渠道 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 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
• example
– A one-week schedule with 144 GRPs & 61% reach, the week average frequency is :
144 GRPs ------------ = 2.4 Ave. frequency 61% Reach
平均收看频次
Recap of basic media terminology 媒介用词
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
Recap of basic media terminology 媒介 用词
Target Audience Rating Point (TARPs or TVR)
• example 400,000 target audience watched the TVC 1,687,000 total target population = 23.7 TVR or TARPs
Recap of basic media terminology 媒介用词
CPM ( Cost per thousand ) • The cost required to reach each thousand of target audience
众 及 有 效 频 次 和 适 当 时 间。
Media planning is … 媒 体 策 划 要 考 虑 ...
• • • • • • • • • • • • 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 weight )
Recap of basic media terminology 媒介用词
Reach
• example
Spot 1 Spot 2
Duplication of spot 1& 2
REACH
到达率
Recap of basic media terminology 媒介用词
Average Frequency
Overall Media Process 媒介 简报
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 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
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 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
每千人的价值
Four P’s in marketing process 市 场 策 略 的 4 个P
Product 产品
Price 价格Leabharlann Baidu
Place 地点 Promotion 促销
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 i. ii. iii. iv.
产品 价格 销售渠道 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 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
• example
– A one-week schedule with 144 GRPs & 61% reach, the week average frequency is :
144 GRPs ------------ = 2.4 Ave. frequency 61% Reach
平均收看频次
Recap of basic media terminology 媒介用词
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
Recap of basic media terminology 媒介 用词
Target Audience Rating Point (TARPs or TVR)
• example 400,000 target audience watched the TVC 1,687,000 total target population = 23.7 TVR or TARPs