【正文】 data … 怎樣做最有效的媒介計劃書 Budget Sales Seasonality Advertising Awareness Decay Factors Effective Frequency Parameters GRPs RF Optimum Plan To determine maximum effectiveness in spending strategy and pattern ?預(yù)算 ?季節(jié)‘ ?知名度衰退速度 ?有效頻次 ?收視率 /覆蓋 /頻次 ?最有效的計劃書 Questions 問題 A TV campaign delivers 500 GRPs and reaches 74% of all people. What is the average frequency of exposure (OTS) to the advertising amongst people who were exposed to it ? 在一個電視廣告攻勢里 ,如果可以得到 500收視點(diǎn) ,74%的覆蓋率 ,請問目標(biāo)受眾收看的平均頻次有多少 ? Questions and Answers 答案 A TV campaign delivers 500 GRPs and reaches 74% of all people. What is the average frequency of exposure (OTS) to the advertising amongst people who were exposed to it ? Questions 問題 A TV campaign is bought against a target audience of people 15 to 35 and an effective frequency criteria of 3 to 6. The maximum possible reach for the target audience seeing the advertising between 3 and 6 times is achieved at 350 GRPs. What happens to this reach if you buy a further 200 GRPs ? 在一個電視廣告攻勢里 ,設(shè)定有效的收看頻次范圍 36,假如這個范圍在 350收視點(diǎn)時出現(xiàn) ,再投放多 200個視點(diǎn)的效果會是什么 ? Questions and Answers 答案 A TV campaign is bought against a target audience of people 15 to 35 and an effective frequency criteria of 3 to 6. The maximum possible reach for the target audience seeing the advertising between 3 and 6 times is achieved at 350 GRPs. What happens to this reach if you buy a further 200 GRPs ? The 36 reach will go down because there will be more people exposed to more than 6 impacts for every incremental GRP than people going from 2 to 3 exposures 覆 蓋 率 的 圖 線 會 下 降 Questions 問題 Your client manufactures eye glasses. He asks you to prepare a TV media plan and advises you that the target audience is “people with bad eyesight”. What’s wrong with that? 假如你有一個做眼鏡的客戶 ,他要求提供一份媒介計劃書 ,而目標(biāo)受眾是設(shè)定“有視覺問題的觀眾” . 請問以上邏輯有何不對 ? Questions and Answers 答案 Your client manufactures eye glasses. He asks you to prepare a TV media plan and 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)。 媒 介 投 放 與 銷 量 媒 介 占 有 率 與 市 場 占 有 率 知 名 度 與 毛 收 視 點(diǎn) 毛 收 視 點(diǎn) 與 銷 量 知 名 度 與 市 場 占 有 率 Questions and Answers 答案 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 There is a direct causal effect between the amount of advertising people see and the extent to which it is remembered. All the other relationships are on other factors in the marketing mix and thus less likely to yield a strong correlation and may not be causally related. 知 名 度 與 收 視 點(diǎn) Questions 問題 Your client’s product has a 10% share of market in January 1999. His objective is to increase that share to 25% by January 2023. Assuming the product category volume remains the same, what c