广告媒介媒体基本实战技巧.pptxVIP

媒体基本实战技巧台湾媒体环境的诡谲多变, 让媒体人头晕目眩, 让广告人雾里看花会喘ㄜ….But免惊 ! 与其站在门外 不如进得门里瞧瞧THE BASIC MEDIA TERMINOLOGY ~ WILL HELP YOU GET INTO MEDIA TERRITORY PURPOSETo familiarize you with the basic concepts and terminology used in mediaTo demonstrate how terms can be applied to media planningBASIC MEDIA TERMS INTERPRETATION USEAudience TargetMedia MixRatingSOV SO$GRPGICPRP CPMHUT PUTShareTV DaypartReach FrequencyReach CurveEffective Reach FrequencySchedulingReach PatternGENERAL TERMSPRINT - Circulation - Primary readers, Pass-along readers Readership - Readers per copy - Split-runTV - ROS (run of schedule) - Zipping Zapping - Back to back RoadblocksAudienceThe number of Target individuals or households likely to be exposed to a media vehicle. It could be - Households viewing a TV program in the average minute - Persons listening to a Radio station during a certain quarter hour - Readers of an average issue of a special MG or NPTARGETThe audience that you want to see your advertising message - Usually defined by age and gender - For example : For Oil of Olay : Female 20-39 For HS : MF 15-49MEDIA MIXUse more than one medium to reach target - The value of each medium must be considered regarding its ability to achieve the overall objective - Factors to be considered : * Amount of use by target * Potential Reach vs Frequency * Communication strengthens/weakness * Competitive use * Clutter * Cost * CreativeRATINGThe audience expressed as the percent of a universe - Reported by syndicated sources - Whenever the term rating is used, the universe must be clearly understood - For example : If 26% of all Female 15- 39 in Taiwan watched TTV Evening News, this program would have a 26 rating.SOV SO$SOV : Percent of total advertising spending or weight within a product category that is held by a particular brand at a given time e.g. Brand TARP SOV Olay 5,000 50% Ponds 4,000 40% Others 1,000 10% Total 10,000 100%GRPThe sum of all the rating point