【正文】 25507510002550751000255075100(TIME) 100 x 52 = 5,200 TWRPs (TIME) 50 x 22 = 1,100 TWRPs (TIME) 38 x 39 = 1,482 TWRPs Weekly Reach Weeks Total Reach Points Efficiency % a) Goal 52 Wks 100% 5,200 100 b) Flighting 22 Wks 50% 1,100 21 c) Continuity 39 Wks 38% 1,482 29 100% 50% 38% Universal McCann Setting Reach Levels Universal McCann Weekly 1+ Reach Curve Teens 1120 2 2 . 54 0 . 15 3 . 86 9 . 67 1 . 5 7 3 . 061. 666. 5010203040506070800 25 50 75 100 125 150 175 200TRPs Reach Cost Inc. TRP($) Inc Reach Cost per Inc. Reach($) 3420 152 3420 194 3420 250 3420 438 3420 698 3420 1103 3420 1800 3420 2280 1+ Reach(%) Corridor of Effectiveness Source: AGB Telespot April 1998 Low Point High Point Universal McCann Discrete Coverage Curve Source : BARB/SPC X*PERT 0510152025300 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180 190 200 210 220 230 240 250 260 270 280 290 300 310 320 330 340 350 360 370 380 390 400 410T V R sC o v e r ( % )1 2 3 4Maximum Coverage 1 Discrete OTS = 105 Network ITV, Channel 4, Channel 5 and Satellite, June 1997 Balance Reach With Efficiency Coverage 1 OTS Reach Point Per TVR Decreasing Efficiency Maximum Reach Remended Level ? 105 TVRs provide the maximum possible reach across a one week period. ? However, by reducing the strikeweight to 70 TVRs (33% saving) reach diminishes by only %. ? 50 ? 55 ? 60 ? 65 ? 70 ? 75 ? 80 ? 85 ? 90 ? 95 ? 100 ? 105 ? 110 ? 115 Universal McCann Remended weight of Advertising ? Maintainance Level – Balance between reach and efficiency ? 70 TVRs per Week (Confirmed by global CCGB learnings) ? Accelerated Level – Key sales period – New copy launch – Shortterm promotions ? 90100 TVRs per week maximise discrete coverage Universal McCann New approach……….. Australia Universal McCann Establishing a Minimum and Maximum Weekly Tarp Level for Teens Universal McCann ? Establish the point where 1 only reach generation is overtaken by frequency (2+) ? Establish the range where reach is maximised while cost/reach is most efficient ? Establish the point where 2 only reach is overtaken by frequency (3+) ? Establish the point where daily reach can be maxmised ? Establish the point where 4weekly reach is maximised Approach Universal McCann ? Establish the point where 1 only reach generation is overtaken by frequency (2+) ? Establish the range where reach is maximised while cost/reach is most efficient ? Establish the point where 2 only reach is overtaken by frequency (3+) ? Establish the point where daily reach can be maxmised ? Establish the point where 4weekly reach is maximised 52% 1+ is the maximum point where more reach is generated than frequency (120 TARPs) 010203040506070809020 40 60 80 100 120 140 160 180 200 220 240 260 280 300TARPs Reach 1+ 2+ 1 only Approach Universal McCann ? Establish the point where 1 only reach generation is overtaken by frequency (2+) ? Establish the range where reach is maximised while cost/reach is most efficient ? Establish the point where 2 only reach is overtaken by frequency (3+) ? Establish the point where daily reach can be maxmised ? Establish the point where 4weekly reach is maximised 025507510012515020 40 60 80 100 120 140 160 180 200 220 240 260 280 300T A R P sCost $39。 therefore, the objective is to buy more for less. Reach is a function of TRP amount , and their distribution. Spot positioning can contribute to buying efficiency. TRPs can be a misleading measure for effectiveness. Beliefs About TRPs Universal McCann Current Beliefs / Behaviors Challenging Evidence CocaCola with separate munication strategies and copy (Teens, HCM’s, Adults, Holidays, Football) Media plan developed for each target group with no reference to copy delivery. Multiple messages limits effectiveness. Effective spots work across targets,attributes. Consideration of audience overlap can generate significant savings. Beliefs About Message Management Universal McCann TV Contribution % Increment % % % 1995 1996 1997 TVR Advertising Support Messages. 18 Copies 4,919 3,445 2,391 1995 1996 1997 Msg. 5 Copies Msg. 12 Copies TV Effectiveness Incremental Volume/1 MM Impressions 510 2,897 3,360 1995 1996 1997 Average. 3,087 United Kingdom An Excessive of Messages/Executions Reduce Advertising Effectiveness Universal McCann A g e S e g m e n t N e w Pl a n C u r r e n t Pl a n I n d e x N e w Pl a n C u r r e n t Pl a n I n d e x1 5 4 4 54% 55% 99 6 , 3 2 5 6 , 6 4 0 958 1 4 46% 48% 96 4 , 3 0 0 4 , 5 8 2 941 5 1 9 54% 55% 98 6 , 5 0 0 6 , 8 7 0 952 0 2 4 48% 50% 96 5 , 9 5 0 6 , 2 5 5 952 5 3 4 50% 52% 96 6 , 2 0 0 6 , 5 1 5 953 5 4 4 55% 55% 100 6 , 7 0 0 7 , 0 7 5 9545+ 55% 58% 95 7 , 4 0 0 7 , 7 2 5 96HC M39。 same nonWorld Cup package on TV Globo as KO Universal McCann ? Beers – Bought packages in all TV stations, investing more than CSD category during World Cup What Did The Competition Do? Universal McCann 6 2 . 5 %1 0 . 6 %1 8 . 4 %2 8 . 1 %4 8 . 8 %CocaColaPepsi ColaG.Antarctica G.Brahma Any BeerBrandSource: CCT Local Module Base: Total population Consumer Recall of WC Association Brazil MayJuly CCT Universal McCann Current Beliefs / Behaviors Challenging Evidence Remended Action Buying TV