广告市场媒介常识分享.ppt

* 9 3 * 9 3 * 7 1 * 8 2 * 10 * 11 * 12 * 13 7 * 14 * 15 * 16 * 18 12 * 19 13 * 20 14 * 21 15 * 24 18 * 25 19 * 26 20 * 27 21 * 28 22 * 29 23 * 30 24 * * * * * * How to use the media data ? 怎 样 运 用 媒 介 研 究 资 料 Competitive analysis 竞 争 对 手 资 料 Give strategic insights media facts and findings but not mean being followers induce the competitive intelligence media impact vs media spending 供 应 策 略 性 的 观 点 媒 介 数 据 但 不 是 说 要 用 后 来 者 对 手 策 略 得 到 指 引 媒 介 效 应 为 主， 投 放 价 值 为 副 Standard reach curve标准到达率图表 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 100 200 300 400 500 600 700 800 900 1000 GRPs Reach 1+ 3+ Certain principles about building reach建立到达率的规则 Reach generally builds very quickly at first After time, it becomes difficult to increase reach Increasing reach further means reaching light TV viewers Increasing TARPs tends to increase frequency rather than reach 在一个广告优势的初段,建立的速度比较快 然后速度放缓 覆盖的范围开始到达一些偏远的受众 最后, 投放的作用主要放在提升收看广告的频次. Effective frequency有效的收看频次 The definition The number of exposures your target audience need to produce an optimum response from our advertising within a given period of time Effective frequency Range有效的收看频次范围 The theory There is a minimum advertising exposure level for a product, below which there have not sufficient effect on the advertising goal There is also a maximum level above which there have either no further enhancement to the ad goal or even significant diminishing returns More focus delivery is expected with minimum wastage of resources Effective reach有效的覆盖率 The definition (%) of the target audience who have had the opportunity to see the commercial at the Effective Frequency Effective frequency range optimal approach有效的媒体投放部署 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 100 200 300 400 500 600 700 800 900 1000 GRPs Reach 1+ 3+ 3-6 How to utilise the media data …怎样利用媒介研究资料 Weekly Advertising Awareness Data Weekly Media Delivery Data Advertising Awareness Sensitivity Correlation Advertising Awareness Decay Factors Planni