【正文】 d advises you that the target audience is “people with bad eyesight”. What’s wrong with that? Bad eyesight is not a valid target audience definition because it is a geic physical characteristic distributed randomly through the population which does not effect media consumption or lifestyle. The argument that they cannot see the TV is no good since most people with problem vision wear glasses already but may well be in the market for a newer smarter pair “ 有 視 覺 問 題 的 觀 眾” 不 是 媒 介 設(shè) 定 目 標(biāo) 受 眾 的 范 疇 Questions 問題 You are asked to prepare an analysis looking at the effects of media investment on your FMCG client’s business over the last five years. You have various sets of data to analyse. Which of the following correlations is likely to be the strongest and why ? Media Spend vs Sales Share of Voice vs Market Share Unaided Ad. Awareness vs GRPs GRPs vs Volume sales Prompted Brand Awareness vs Market Share 假 如 要 分 析 以 下 相 關(guān) 的 媒 介 研 究 資 料， 誰 是 最 有 密 切 關(guān) 聯(lián)。 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。 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。 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。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。競 爭 對 手 表 現(xiàn) Media Strategy 媒 介 策 略 How do we achieve the set objective(s)? –Media Selection –Media Mix –Buying Strategy 怎 樣 達(dá) 到 媒 介 目 標(biāo) –媒 介 選 擇 –媒 介 組 合 –購 買 策 略 Media selection is based on 媒 介 選 擇 Comparison by Numbers Beyond the Numbers 數(shù) 據(jù) 比 較 質(zhì) 量 比 較 Comparison by numbers 數(shù) 據(jù) 比 較 Coverage capability ? the higher target peration, the least the wastage Cost Efficiency ? The medium providing the highest coverage may not be necessarily the one with the best cost efficiency. The cost efficiency parison is an important criteria to suggest a second or third medium to be included as part of the media mix to improve the overall efficiency of the schedule ? 覆 蓋 能 力 ? 媒 介 有 效 值 Television Reasons for using dynamic product demonstration mass coverage cost e