廣告媒介_(kāi)媒介常識(shí)-全文預(yù)覽
【正文】 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 more people exposed to more than 6 impacts for every incremental GRP than people going from 2 to 3 exposures 覆 蓋 率 的 圖 線 會(huì) 下 降 Questions 問(wèn)題 Your client manufactures eye glasses. He asks you to prepare a TV media plan and advises you that the target audience is “people with bad eyesight”. What’s wrong with that? 假如你有一個(gè)做眼鏡的客戶 ,他要求提供一份媒介計(jì)劃書 ,而目標(biāo)受眾是設(shè)定“有視覺(jué)問(wèn)題的觀眾” . 請(qǐng)問(wèn)以上邏輯有何不對(duì) ? Questions and Answers 答案 Your client manufactures eye glasses. He asks you to prepare a TV media plan and advises you that the target audience is “people with bad eyesight”. What’s wrong with that? Bad eyesight is not a valid target audience definition because it is a geic physical characteristic distributed randomly through the population which does not effect media consumption or lifestyle. The argument that they cannot see the TV is no good since most people with problem vision wear glasses already but may well be in the market for a newer smarter pair “ 有 視 覺(jué) 問(wèn) 題 的 觀 眾” 不 是 媒 介 設(shè) 定 目 標(biāo) 受 眾 的 范 疇 Questions 問(wèn)題 You are asked to prepare an analysis looking at the effects of media investment on your FMCG client’s business over the last five years. You have various sets of data to analyse. Which of the following correlations is likely to be the strongest and why ? Media Spend vs Sales Share of Voice vs Market Share Unaided Ad. Awareness vs GRPs GRPs vs Volume sales Prompted Brand Awareness vs Market Share 假 如 要 分 析 以 下 相 關(guān) 的 媒 介 研 究 資 料， 誰(shuí) 是 最 有 密 切 關(guān) 聯(lián)。 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 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。廣 告 預(yù) 算 187。Creative implications 187。 合 理 性 的 187。Overall Media Process 媒 介 簡(jiǎn) 報(bào) Table of contents 提 案 內(nèi) 容 ? Recap of basic media terminology ? Media role in the process of munication plan ? begin with media brief ? How to determine objective and strategy ? Media selection and mix ? How to utilise the media data ? 總 結(jié) 一 些 主 要 媒 介 用 詞 ? 媒 介 的 角 色 ? 由 媒 介 的 提 示 開(kāi) 始 ? 怎 樣 決 定 媒 介 目 標(biāo) 及 策 略 ? 媒 介 選 擇 及 組 合 ? 怎 樣 有 效 利 用 媒 介 資 料 Recap of basic media te
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