媒介常识解析.ppt

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 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 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 Recap of basic media terminology媒介用词 Reach example 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 : 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 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 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. 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 deliver to the right people,