媒介簡(jiǎn)報(bào)知識(shí)-wenkub
2023-03-22 21:16:33 本頁(yè)面
【正文】 rtising in the marketing process 廣 告 擔(dān) 當(dāng) 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. 產(chǎn) 品 ii. 價(jià) 格 iii. 銷(xiāo) 售 渠 道 iv. 廣 告 及 推 廣 The role of media in the advertising process 媒 介 擔(dān) 當(dāng) 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, at the right time, at the right level 跟 廣 告 創(chuàng) 意 同 等 地 位 ? 廣 告 創(chuàng) 意 的 傳 達(dá)， 有 賴(lài) 正 確 的 渠 道 ， 目 標(biāo) 受 眾 及 有 效 頻 次 和 適 當(dāng) 時(shí) 間 。 市 場(chǎng) 目 標(biāo) 187。 主 要 銷(xiāo) 售 場(chǎng) 所 187。 Brand share/Market peration 187。 產(chǎn) 品 知 名 度 187。 Target consumer 187。 銷(xiāo) 售 來(lái) 源 187。 Purchase time/usage time 187。 購(gòu) 買(mǎi) 周 期 187。 合 理 性 的 187。Creative implications 187。廣 告 預(yù) 算 187。s Reach 1+ 3+ 36 How to utilise the media data … 怎樣利用媒介研究資料 Weekly Advertising Awareness Data Weekly Media Delivery Data Advertising Awareness Sensitivity Correlation Advertising Awareness Decay Factors Planning Parameters ?廣告知名度資料 ?媒介投放資料 ?媒介計(jì)劃考慮 ?知名度與投放關(guān)系 ?知名度衰退速度 Ovaltine weekly awareness and GRPs 知名度與廣告投放 0%10%20%30%40%50%60%70%8Jan29Jan19Feb12Mar2Apr23Apr14May 4Jun25Jun16Jul6Aug27Aug17Sep8Oct29Oct19Nov10Dec31Dec21Jan11Feb3Mar24MarUnaided Ad. Awareness050100150200250300350Weekly GRP39。 s A d . A w aren es sConstant decay factor of 20% gives correlation 知名度衰退速度 20%25%30%35%40%45%50%55%60%8Jan29Jan19Feb12Mar2Apr23Apr14May 4Jun25Jun16Jul6Aug27Aug17Sep8Oct29Oct19Nov10Dec31Dec21Jan11Feb3Mar24MarUnaided Ad. Awareness0100200300400500600700800900Weekly GRP39。 s A d . A w aren es s P o l y . (A d . A w aren es s )How to do the optimum plan with data … 怎樣做最有效的媒介計(jì)劃書(shū) Budget Sales Seasonality Advertising Awareness Decay Factors Effective Frequency Parameters GRPs RF Optimum Plan To determine maximum effectiveness in spending strategy and pattern ?預(yù)算 ?季節(jié)‘ ?知名度衰退速度 ?有效頻次 ?收視率 /覆蓋 /頻次 ?最有效的計(jì)劃書(shū) Questions 問(wèn)題 A TV campaign delivers 500 GRPs and reaches 74% of all people. What is the average frequency of exposure (OTS) to the advertising amongst people who were exposed to it ? 在一個(gè)電視廣告攻勢(shì)里 ,如果可以得到 500收視點(diǎn) ,74%的覆蓋率 ,請(qǐng)問(wèn)目標(biāo)受眾收看的平均頻次有多少 ? Questions and Answers 答案 A TV campaign delivers 500 GRPs and reaches 74% of all people. What is the average frequency of exposure (OTS) to the advertising amongst people who were exposed to it ? Questions 問(wèn)題 A TV campaign is bought against a target audience of people 15 to 35 and an effective frequency criteria of 3 to 6. The maximum possible reach for the target audience seeing the advertising between 3 and 6 times is achieved at 350 GRPs. What happens to this reach if you buy a further 200 GRPs ? 在一個(gè)電視廣告攻勢(shì)里 ,設(shè)定有效的收看頻次范圍 36,假如這個(gè)范圍在 350收視點(diǎn)時(shí)出現(xiàn) ,再投放多 200個(gè)視點(diǎn)的效果會(huì)是什么 ? Questions and Answers 答案 A TV campaign is bought against a target audience of people 15 to 35 and an effective frequency criteria of 3 to 6. The maximum possible reach for the target audience seeing the advertising between 3 and 6 times is achieved at 350 GRPs. What happens to this reach if you buy a further 200 GRPs ? The 36 reach will go down because there will be
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