廣告媒介媒體基本實戰(zhàn)技巧2(ppt38頁英文版)-文庫吧資料
2025-03-08 18:40本頁面
【正文】 he number of TV household or persons in those household with TV sets on at the time being measured Shows how much TV usage occurs at a particular time Are remarkable predictable Ref: TN/MEDIA/JMEDIA1/ rc 19 TV DAYPARTS ?Divides the day into clusters of hours with similar viewers 06:30 am 14:00 pm : daytime 14:00 pm 19:00 pm : early fringe 19:00 pm 22:00 pm : prime time 22:00 pm 24:00 pm : late fringe Ref: TN/MEDIA/JMEDIA1/ rc 20 REACH ?The unduplicated number of households or persons exposed at least once to an advertisement or advertising schedule A person/household is only counted once even if exposed two or more times (1+ reach) Key element or unduplicated number of people exposed Important in determining advertising effectiveness Ref: TN/MEDIA/JMEDIA1/ rc 21 FREQUENCY ? The average number of times a household or person exposed to an 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
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