廣告媒介_(kāi)媒介常識(shí)(編輯修改稿)
2025-02-25 09:24 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 nsights – media facts and findings – but not mean being followers – induce the petitive intelligence – media impact vs media spending 供 應(yīng) 策 略 性 的 觀 點(diǎn) – 媒 介 數(shù) 據(jù) – 但 不 是 說(shuō) 要 用 后 來(lái) 者 – 對(duì) 手 策 略 得 到 指 引 – 媒 介 效 應(yīng) 為 主， 投 放 價(jià) 值 為 副 Standard reach curve 標(biāo)準(zhǔn)到達(dá)率圖表 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 100 200 300 400 500 600 700 800 900 1000 GRP39。s Reach 1+ 3+ Certain principles about building reach 建立到達(dá)率的規(guī)則 ? Reach generally builds very quickly at first ? After time, it bees difficult to increase reach ? Increasing reach further means reaching light TV viewers ? Increasing TARPs tends to increase frequency rather than reach ? 在一個(gè)廣告優(yōu)勢(shì)的初段 ,建立的速度比較快 ? 然后速度放緩 ? 覆蓋的范圍開(kāi)始到達(dá)一些偏遠(yuǎn)的受眾 ? 最后 , 投放的作用主要放在提升收看廣告的頻次 . Effective frequency 有效的收看頻次 The definition – The number of exposures your target audience need to produce an optimum response from our advertising within a given period of time Effective frequency Range 有效的收看頻次范圍 The theory – There is a minimum advertising exposure level for a product, below which there have not sufficient effect on the advertising goal – There is also a maximum level above which there have either no further enhancement to the ad goal or even significant diminishing returns More focus delivery is expected with minimum wastage of resources Effective reach 有效的覆蓋率 The definition – (%) of the target audience who have had the opportunity to see the mercial at the Effective Frequency Effective frequency range optimal approach 有效的媒體投放部署 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 100 200 300 400 500 600 700 800 900 1000 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。sG RP 39。 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。sG RP 39。 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。sA d s t o ck G RP 39。 s A d . A w aren es s Sm o o t h edWhile Panadol has a decay factor of only 5% 知名度衰退速度 20%30%40%50%60%70%80%3Dec10Dec17Dec24Dec31Dec7Jan14Jan21Jan28Jan4Feb11Feb18Feb25Feb3Mar10Mar17Mar24Mar31Mar7Apr14AprUnaided Brand Awareness020040060080010001200Weekly GRP39。sA d s t o ck G RP 39。 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
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