【正文】 有效到達(dá)率舉例 :練習(xí) 55% 3+40% at 5+Maximise 4+Maximise 3+/Minimise 6+請解釋以下內(nèi)容 練習(xí) 55% 3+ ＝ 55%的 目 標(biāo) 對 象 應(yīng) 該 看 見 我們 的 廣 告 3次 或 以 上40% at 5+Maximise 4+Maximise 3+/Minimise 6+請解釋以下內(nèi)容 練習(xí) 55% 3+40% at 5+Maximise 4+Minimise 3+/Maximize 6+= 55%的 目 標(biāo) 對 象 應(yīng) 該 看 見 我 們 的 廣 告 3次 或 以 上= 40% 的目標(biāo)對象應(yīng)該看見我們的廣告 5次或以上= 在成本中，到達(dá)受眾 最少 4次或以上= 我們應(yīng)該到達(dá)目標(biāo)受眾至少 3次 但 6次以上為無效9. 每 收 視 點(diǎn) 成 本 (CPRP)n Cost Per Rating Point 1 收視點(diǎn) (or GRP) = 1% 目標(biāo)受眾 .CPRP 就是要到達(dá) 1%目標(biāo)受眾的成本價格9. CPRP這是作什么用途 ?n 測量電視欄目的經(jīng)濟(jì)效益n 一般常用于電視分析n 逾低逾好方便設(shè)定廣告預(yù)算評估能否達(dá)到目標(biāo)的準(zhǔn)則 (買后分析 )9. CPRP舉例 :一個 30秒在東方臺連續(xù)劇的廣告價格 15,000,它可提供 25收視點(diǎn) 每收視點(diǎn)成本 CPRP = Rmb 15,000/25 = Rmb 600 9. CPRP時間 女性 1835 女性 2545 小孩 4111730 5,464 9,563 5981830 1,079 946 2,0281900 2,524 2,880 4,5331930 1,347 1,700 3,5702023 2,198 2,550 5,4642100 4,500 4,935 38,250 2145 7,247 8,606 137,7002245 15,300 12,240 N/A CPRP varies by target and time 9. CPRPCPRPs 會隨著時間或其他因素而改變 。 Husband are key purchasern Age 2845 (married) n College or vocational school graduaten Monthly household ine: RMB + n In urban cities, they are the new generation of working class group who are moving up their standard of living by upgrading their household goods. In secondary cities, JV and import brands are now considered as part of their list whereby quality service is a trade off for the premium price . local manufactured brands. 品牌回顧 對象市場n Psychographics : n Household products are “ big ticket ” price items. The housewife are particularly susceptible to advertising influences, promo offers which would affect their interest. Reach need to be reminded of a good brand as part of purchase consideration is a must as they are more keen to be influenced by wordofmouth, advertising, instore push.n Husbands would be the critical decision maker, who would explore on the technical details of what the product would offer. They are more rationale, tend to find informations through credible mediums (trade journals, etc..) where product offers are more widely searched. 我們在那里 ?n SIEMENS is a well known German international pany.n Most know of SIEMENS within the telemunication / industrial context. Not many people have experience / knowledge of it as a household appliances brand. n The knowledge that SIEMENS is a German pany means product quality is a given : “ I didn’t know SIEMENS produces refrigerators, if they do, I might want to take a look. I think their products should have good technological foundation and excellent craftsmanship.”n The fridge is as good as the freshness of food it stores: “ Keeping the freshness of food better and longer are the most import functions for my fridge”我們往何處走 ?n After seeing our advertising, we want consumers to know that SIEMENS refrigerators are modern in style, technology, and functions。西門子家電Remarkable performance. Just what you want. SIEMENS household appliancesn SIEMENS world wide campaign colored appliances競爭對手媒介分析內(nèi)容n 數(shù)據(jù)來源 SRG Adquestn 涵蓋 62個城市n 215個頻道n 149份報(bào)紙n 69個雜志n 分析內(nèi)容n 整體類別花費(fèi)n 主要對手的花費(fèi) /廣告占有率n 地區(qū)與品牌分布n 季節(jié)性n 媒介運(yùn)用整體類別花費(fèi)n 必須先界定直接與間接競爭對手的分類 ( Coffee vs tea )n 必須要有同時間的比較n 帶出整體類別的品牌的廣告占有率全國所有媒介+%全國媒介占有率 SOS松下 15%創(chuàng)維 5%高路華 4%飛利浦 5%東芝 5%其他 22%康佳 6%LG 8%索尼 8%三星 9%TCL 10%長虹 3%TCL 6% 東芝 7%康佳 8%飛利浦 8%索尼 9%松下 13%創(chuàng)維 7%高路華 3%其他 26%三星 5%LG 4%長虹 3%全國所有媒介品牌 97 % % 98 % 松下 86,730 % 50,757 % 50,335 % TCL 57,540 % 33,880 % 22,193 % 三星 53,023 % 27,554 % 22,273 % 索尼 47,870 % 19,172 % 35,087 % LG 46,666 % 32,587 % 15,647 % 康佳 36,065 % 21,123 % 31,564 % 東芝 29,843 % 17,960 % 29,953 % 創(chuàng)維 29,652 % 20,556 % 27,589 % 飛利浦 27,115 % 15,624 % 33,933 % 高路華 24,096 % 9,538 % 10,601 % 長虹 19,997 % 16,727 % 13,777 % 海爾 0 % 0 % 5,492 % 其他 155,176 % 94,378 % 126,385 % 總計(jì) 593,776 % 343,129 % 405,560 % 啟示n 同期 1－ 8月比較，全國花費(fèi)只增加 %，如若考慮到 媒介調(diào)價 ，整個市場沒有很大的增幅n 而且，