廣告媒介_媒體基本實戰(zhàn)技巧-文庫吧在線文庫
【正文】 message needs higher frequency) Ref: TN/MEDIA/JMEDIA1/ rc 26 EFFECTIVE REACH ? The percent of a target audience exposed to an advertising within a range of times sufficient to produce a positive change (. build awareness, image, strengthen perception...) Frequency % Reached at each frequency level 1+ 60% 2+ 40% 3+ 20% (effective reach is 20% at 3+) 4+ 5% Ref: TN/MEDIA/JMEDIA1/ rc 27 SCHEDULING ?A pattern of times when advertising will appear before the consumer ?Factors need consideration when developing scheduling strategies ?Seasonality ?Purchase cycle ?Brand awareness ?Competitive activity ?Promotional event ?Budget Ref: TN/MEDIA/JMEDIA1/ rc 28 SCHEDULING CONTINUITY ?Continuity Even and continuous advertising support ?Provides an ongoing presence for the product with the consumer week after week ?The ads work as a reminder ?Entire purchase cycle is covered ?Reach consumers both when they are purchasing and when they are not ?Realistic only for large budgets Ref: TN/MEDIA/JMEDIA1/ rc 29 SCHEDULING FLIGHTING ?Flighting Advertising schedule separated by hiatuses of no advertising support ?Can break through petitive noise by concentrating advertising at higher levels during fewer weeks ?Stretch limited budgets ?Provide higher awareness levels during onair period ?Maximize impact when onair ?Time your advertising according to the seasonality Ref: TN/MEDIA/JMEDIA1/ rc 30 SCHEDULING PULSING ?Pulsing Consistent support with varying weight levels ?Provides higher concentrations of weight at scheduled intervals ?Can be acplished by : ?Scheduling base weight and heavyup the same medium ?Scheduling base weight for one medium and heavy up on a different medium ?Alternating media ?Coordinating bursts with promotions Ref: TN/MEDIA/JMEDIA1/ rc 31 Reach Pattern Blitz ?全面攻擊閃電戰(zhàn) Start 1 Yr Planning Period Reach Expenditure Pattern: Ref: TN/MEDIA/JMEDIA1/ rc 32 Reach Pattern Blitz ? The ideal pattern for a new product or service, if you can afford it, consists of a “blitz” of continuous advertising for the first year. ? But, it is virtually impossible to overadvertise a new product or service during its introduction. The blitz pattern will maximize the firstmover advantage if your brand is the first in the category. ? However, It appears that blitz level spending is also necessary if a laterentering brand hopes to overtake the market leader. Ref: TN/MEDIA/JMEDIA1/ rc 33 Reach Pattern Blitz ? Important Note : ?The advertiser will need a fairly large “pool” of advertising executions, built around the same positioning strategy, to prevent advertising wearout. ?For informational products, a resonably safe estimate is 2 ~ 4 executions. ?For transformational products, where ad likability is relevant, 4 ~ 6 executions may be needed to sustain a blitz. ?For introductory promotions, to gain trial, would usually occur only for the first six months because that i
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