10种你应该知道的媒体数据Ten Media Data You Have To Read.docVIP

10种你应该知道的媒体数据Ten Media Data You Have To Read 10绉嶄綘搴旇鐭ラ亾鐨勫獟浣撴暟鎹甌en Media Data You Have To Read 鏈枃鐢遍┈鏉€鐑堣础鐚? 10 Media Data You Have To Read Objective To help you understand What does the media data mean? What does the media data use for? What does the media data mean to you? And learn how to leverage the media data resource to facilitate your marketing strategic decision making Coverage 3 major areas most applied in current media industry Adex Report TV Rating Measurement CMMS Analysis Report And China authoritative internet report interpretation CNNIC Report Two Basic Concepts Before walk into the detail, 2 basic concepts on audience measurement have to been introduced to help you better read data: Universe Target Audience The Universe The Universe The Universe Remember, not all universes are the same Universes vary across: target, market, demographic, etc. With any media measurement, if you do not know your universe, your data is meaningless UK 59 15 29 Ger 82 28 40 Spain 39 7 19 Individual universe (m) ABC1 adults (m) Men Targeting We use a number of different targets at different stages of the communications process Always understand which target is being referred to, in order to avoid confusion Segmentations Consumers Creative Positioning Communications (Creative) target Planning target Buying targets Who 鈥?Target Audience Source of business Current customers Conquest customers Others with influence Individuals presently in market (actively shopping) Individuals presently not in market Psychographic insight Lifestyle Attitudes Needs Motivations Values Demographic definition Sex Age Income Education Occupation/Employment Race/Nationality Marital status Family size Life stage Geographic priority Understanding Different Targets Consumer Segmentations Consumers Communications Target Creative Positioning Planning Target Buying Audience How can I divide society according to its wants/needs related to my product? Understanding D