媒介基礎(chǔ)知識(shí)培訓(xùn)(已改無(wú)錯(cuò)字)
2023-03-19 22:32:24 本頁(yè)面
【正文】 ty to see the advertising at all.的目標(biāo)受眾完全沒(méi)有機(jī)會(huì)視聽(tīng)廣告 is the average number of OTS amongst those who do see advertising. (Some will only have 1 OTS and some will have 5 OTS).是收視（聽(tīng)）到廣告主的視聽(tīng)機(jī)會(huì)平均數(shù)（一些人僅有一次視聽(tīng)機(jī)會(huì)而另一些則可能有 5次）21% of the target audience will have at least 3 OTS的目標(biāo)受眾至少有 3次視聽(tīng)機(jī)會(huì)Media Basic Terminology媒介基本術(shù)語(yǔ)p Day Part廣播電視時(shí)段n A system for the division of time periods within TV and Radio to describe the viewing / listening propensity廣播電視中使用的或分時(shí)間的體系，用以描述收看 /收聽(tīng)習(xí)慣的傾向Radio廣播 Television電視Breakfast = 68am Women hour = 1:002:45pmDaytime = 103pm Children Hour= 5:006:30pmDrivetime = 57pm Prime =6:309:30pmNighttime = 711pm Late Prime = 9:3011:00pmLate Night= 11:0012:00pmMedia Basic Terminology媒介基本術(shù)語(yǔ)p Readership閱讀率 /讀者量n Number (%) of a target audience who claim to have “read” a publication (. read after means looked into )目標(biāo)受眾已見(jiàn)過(guò)出版物的百分比p PassAlong Readers傳閱讀者n Readers of magazine who are not purchases / subscribers閱讀自己沒(méi)有購(gòu)買(mǎi)的刊物的讀者M(jìn)edia Basic Terminology媒介基本術(shù)語(yǔ)p Circulation Readership發(fā)行量與讀者量Print Bun (Circulation)印刷（發(fā)行量）distribution channel（ 發(fā)行渠道）Primary Readers主要讀者Secondary / Passalong Readers其次讀者 /傳閱者Readership讀者量Media Basic Terminology媒介基本術(shù)語(yǔ)p ShareOfVoice/ShareOfSpending聲量份額n The share of activity of a product within its total category in terms of dollars spent (SOS) or media weight (SOV)某產(chǎn)品在其同類產(chǎn)品中的廣告活動(dòng)份額，用投入的經(jīng)費(fèi)來(lái)衡量（ SOSshare of spending)或用出現(xiàn)在媒介的比重來(lái)衡量 (SOVshare of voice計(jì)算單位通常為 GRP)EG.RMB SOS TARPs SOS‘000 % %Brand X 400 27 20 20Y 500 33 35 35Z 600 40 45 45 1,500 100 100 100Excercise 練習(xí)p 假設(shè)有 A,B,C三個(gè)地區(qū)，這三個(gè)地區(qū)的目標(biāo)對(duì)象人口數(shù)分別為3,000,000, 2,500,000, 800,是 RMB67,000, RMB34,900, RMB9,700, 請(qǐng)計(jì)算這三個(gè)地區(qū)的千人成本（ CPM)?p 哪一個(gè)地區(qū)的成本效益最好？p 如果以上三個(gè)地區(qū)的總收視點(diǎn)分別為 561, 232, 405, 請(qǐng)計(jì)算這三個(gè)地區(qū)所達(dá)到的總收視點(diǎn)？p 請(qǐng)計(jì)算這三個(gè)地區(qū)的收視點(diǎn)成本 (CPRP/CPP)?p 如果以上三個(gè)地區(qū)的凈到達(dá)率分別為 70%， 63%， 79%，請(qǐng)計(jì)算每個(gè)地區(qū)的平均接觸 頻次及三個(gè)地區(qū)的平均接觸頻次？Answerp A: CPM = 67,000 / 3,000,000 x 1,000 = B: CPM = 2,500,000 / 34,900 x 1,000 = C: CPM = 9,700 / 800,000 x 1,000 = p Cp A, B C Total GRP= (3,000,000 x 561% + 2,500,000 x 232% + 800,000 x 405%) / (3,000,000 + 2,500,000 + 800,000) x 100 = 410p CPRP = (67,000 + 34,900 + 9,700)/ 410 = 272p A: Ave frequency = 561 / 70 = 8B: Ave frequency = 232 / 63 = 4C: Ave frequency = 405 / 79 = 5A, B C Ave frequency = 410 / (3,000,000 x + 2,500,000 x + 800,000 x ) / (3,000,000 + 2,500,000 + 800,000) = 6How to calculate media mission?如何計(jì)算媒介傭金Client Cost : Net Media Cost + Agency Commission客戶支出： 媒介凈價(jià) +代理商傭金Ho
研究報(bào)告相關(guān)推薦
鄂ICP備17016276號(hào)-1