如何选择媒体.ppt

Media Training Jan 13, 2002 Good Afternoon ! Let’s talk about Media Surviving in the Media Jungle ? Media Planning ? Number Crushing Serious Analytical Job Busy! Busy! Busy! 100 Ways To Squeeze Media Sales A Lot Of Jargons Surviving in the Media Jungle ? To do our job better, we need your Surviving in the Media Jungle ? UNDERSTANDING Understanding What do we do ? How A/S can help ? What we are talking about ? Topics Definition of Media Planning Effective Media Planning Media Briefing Media Jargons Reach Frequency Media People Talk In Media Jargon “An Effective Reach of the Target Audience at 3+/30% Requires 160 GRPs and the Net Reach is 60%.” What does it mean ? Surviving in the Media Jungle ? The Co-Existing Rivalry Content Points to Notice Recaps Reach (%) of different people who have an opportunity to see a commercial in a media schedule at least once. No duplication is involved e.g.1+ Reach = rating 1 + rating 2 - duplication Average Frequency Average no. of “Opportunity to See” a commercial within a given period of time. With some people having more opportunities to expose to the commercial and some people less Average Frequency = GRPs / Reach Example Consider the following 6-spot schedule; Target : People 15 - 49 Example TARPs Spot 1 : 15 Spot 2 : 20 Spot 3 : 11 Spot 4 : 30 Spot 5 : 8 Spot 6 : 26 110 Example Target Audience : People 15 - 49 RF CurveTarget Audience : People 15 - 49 About Building Reach Reach generally builds very quickly at first After time, it becomes difficult to increase reach (have already reached the heavy TV viewers) Increasing reach furthers means reaching light TV viewers Increasing weight tends to increase frequency rather than reach Reach curve looks different by using different media combinations or daypart combination Certain Principles about Building Reach Generally, certain media are known to be reach builders : TV, Newspapers Broad coverage, quick audienc