媒體基本實戰(zhàn)技巧教訓方案英文版(編輯修改稿)
2025-03-26 21:10 本頁面
【文章內容簡介】 advertisement or advertising schedule in a given period of time Key element average no. of times exposed Some will see more than others but, to be reached, one must see the ad at least once Usually are concerned with average frequency Important in determining advertising effectiveness Ref: TN/MEDIA/JMEDIA1/ rc 22 REACH FREQUENCY ?GRP = Reach x Frequency F2039 = Reach x Avg. Frequency 400 GRP = 80% x 5 Viewers counted once % Average no. of times they viewed Ref: TN/MEDIA/JMEDIA1/ rc 23 CALCULATING REACH FREQUENCY ?For example Frequency Reach Frequency Reach 1+ 80% 1 5% 2+ 75% 2 25% 3+ 50% 3 2% 4+ 48% 4+ 48% 1+ 80% Ref: TN/MEDIA/JMEDIA1/ rc 24 REACH CURVE ?Principles about how reach builds Reach generally builds very quickly at first Over time, it bees difficult to increase reach because you have already reached the frequent media users Increasing GRP tends to increase frequency while reach increases at a slow rate (see next page for the example) Ref: TN/MEDIA/JMEDIA1/ rc 25 EFFECTIVE FREQUENCY ?The amount of frequency or repetition necessary for advertisements to be effective Three bit theory by Herbert Krugman 1st bit : What is it ? 2nd bit : What about it ? 3rd bit : I know it. (plex 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
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