The CocaCola Company Current Media Beliefs（可口可乐公司目前的媒体信仰）.docxVIP

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The CocaCola Company Current Media Beliefs（可口可乐公司目前的媒体信仰）.docx

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The Coca-Cola Companyany Current Media Beliefsfs Universalniversal McCanncCann Why? Why are they important? Universalniversal McCanncCann Beliefs driving decisioenablerssrekeylers inhibitors of productivity Universalniversal McCanncCann “Why?” is as important as “What?” Universalniversal McCanncCann Why Is It Important? Decisions driven by implicit assumptions can lead to productivity loss Issue Decision? Clutter Increase Frequencyequency Awareness Drop Abandon continuityntinuity Universalniversal McCanncCann TCCC Current Media Beliefs Began with 10 Media Planning Guidelines Are the beginning, not the end of the process Key levers to productivity Sourced from market experience and research out of the WWMC Universalniversal McCanncCann Copy Rotation Message Management Mediaia MixMix What are TCCC’s most recent Media Beliefs? TRP Analysis Competition Continuity Promotionsromotions Universalniversal McCanncCann Beliefs About Continuity Current Beliefslifs / Behaviorsi Continuitytiity = # off weeks on airir.. Success = 52 weeks regardlessrrl off brandr.. Mediumi isis secondaryry.. Confusionfi aboutt how toto deall withith seasonalitylity withinitin continuitytiity.. Challenginglli Evidencei TV activitytiity has thet highestit contributiontriti toto incrementalirtl ad--drivenri volumel.. Continuitytiity effectivenessffti differsiffrs forfr seasonall brandsr.. Universalniversal McCanncCann Media Has An Immediate Impact On Sales Fantata Ad Drivenri Volumel inin Hollandll FantaFanta TRPsTRPs FantaFanta AdAd DrivenDriven VolumeVolume 200 200 150 150 100 50 0 0 2/27/95 4/10/95 5/22/95 7/3/95 8/13/95 9/24/95 11/5/95 12/17/95 1/28/96 3/10/96 4/21/96 Note: Ad-driven volume is t : - ri l is TRPs Ad Driven Vol thet portionrti off totalttl volumel thattt isis attributablettritle toto s d riven ol mediaia viaia modelingli 1,2001,200 1,0001,000 800800 600600 400400 200200 00 Universalniversal McCanncCann Volume Contribution Varies By Medium Total Annual Volume Change Decomp