【正文】 2023年 3月 22日星期三 下午 9時(shí) 15分 54秒 21:15: 1最具挑戰(zhàn)性的挑戰(zhàn)莫過于提升自我。 2023年 3月 22日星期三 9時(shí) 15分 54秒 21:15:5422 March 2023 1空山新雨后，天氣晚來秋。 , March 22, 2023 很多事情努力了未必有結(jié)果，但是不努力卻什么改變也沒有。 :15:5421:15Mar2322Mar23 1故人江海別，幾度隔山川。sA d s t o ck G RP 39。創(chuàng) 意 啟 示 187。 側(cè) 面 創(chuàng) 意 Media Objective 媒 介 目 標(biāo) What do we want to achieve ? Factors for consideration Marketing objectives 187。 Campaign period/fiscal year 187。 Source of business 187。 Media Budget/Production budget 187。 廣 告 目 標(biāo) Essential information of a media brief 總結(jié)有以下主要內(nèi)容 2. Where 187。 Marketing Objectives 187。 Product information 187。 媒 介 預(yù) 算 187。 Seasonality 187。 maintain a critical mind 187。市 場 目 標(biāo) 187。 s A d . A w aren es sOvaltine awareness smoothed 知名度與廣告投放 0%10%20%30%40%50%60%8Jan29Jan19Feb12Mar2Apr23Apr14May 4Jun25Jun16Jul6Aug27Aug17Sep8Oct29Oct19Nov10Dec31Dec21Jan11Feb3Mar24MarUnaided Ad. Awareness050100150200250300350Weekly GRP39。 謝 謝 :15:5421:1521::15 21:1521:15::15:54 2023年 3月 22日星期三 9時(shí) 15分 54秒 靜夜四無鄰，荒居舊業(yè)貧。 2023年 3月 下午 9時(shí) 15分 :15March 22, 2023 1行動出成果，工作出財(cái)富。 2023年 3月 22日星期三 下午 9時(shí) 15分 54秒 21:15: 1楚塞三湘接，荊門九派通。 21:15:5421:15:5421:15Wednesday, March 22, 2023 1知人者智，自知者明。 下午 9時(shí) 15分 54秒 下午 9時(shí) 15分 21:15: MOMODA POWERPOINT Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce id urna blandit, eleifend nulla ac, fringilla purus. Nulla iaculis tempor felis ut cursus. 感謝您的下載觀看 專家告訴 。 21:15:5421:15:5421:153/22/2023 9:15:54 PM 1越是沒有本領(lǐng)的就越加自命不凡。 21:15:5421:15:5421:15Wednesday, March 22, 2023 1不知香積寺，數(shù)里入云峰。 2023年 3月 22日星期三 下午 9時(shí) 15分 54秒 21:15: 1比不了得就不比，得不到的就不要。 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 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 Questions 問題 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)電視廣告攻勢里 ,如果可以得到 500收視點(diǎn) ,74%的覆蓋率 ,請問目標(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 下 降 Questions 問題 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“有視覺問題的觀眾” . 請問以上邏輯有何不對 ? Questions and Answers