媒介基础知识培训

MediaSeminarTheBasic媒介基础知识培训Content内容RoleofMediaDepartment媒介部角色MediaBasicTerminology媒介基本术语Exercises练习MediaDepartment(媒介部)媒介策划媒介购买媒介调查RoleofMediaDepartment媒介部的角色$MediaCostManagement媒介费用管理BuildupGoodRelationship建立良好关系Coordination协作PlayMagic玩魔术Impossible=Possible不可能=可能MediaResearcher媒介调研者DataAnalysis数据分析FeelMarkets感知市场Creative创意Management管理MediaBasicTerminology媒介基本术语MediaBasicTerminology媒介基本术语Medium媒体一系列传播工具如报纸、杂志、广播、电视Vehicle载具媒体中的某一种传播工具《广州日报》是报纸媒体中的一种MediaBasicTerminology媒介基本术语Audience受众暴露于某媒体的人口收看或收听一则广告活动的某一群体出版物的读者，电视观众，广播的听众某一潜在的读者、观众的特定群体MediaBasicTerminology媒介基本术语受众描述/受众结构某一节目受众人口统计构成，人口数据包括年龄、性别、婚姻状况、职业、居住地、孩子个数等MediaBasicTerminology媒介基本术语目标受众GenerallyusedinterchangeablywithTargetGroup通常可以与“目标群体”一词互换使用Aclearactionabledefinitionformediaplanning在媒介计划中使用的清晰而可行的界定Demographic人口统计分类(e.g.women15-34)Psychographic心理状态分类(e.g.modern/trendy)ProductUsage产品使用(e.g.smoker/boughtair-conditionerinthepast12-month)Specialfocusshouldbeshown必须突出重点Exampleofabiscuit:某饼干的目标受众PrimaryTarget主要目标=Children6-14SecondaryTarget次要目标=Mothers25-45MediaBasicTerminology媒介基本术语OpportunitytoSee(OTS)视听机会Opportunitiestoseetheadvertisementsinacampaign在一次广告活动中视听广告的机会电视TV:表明某人收看某一电视频道中的特定节目（日志当节目播出时正在房间中（监测）Press出版:在出版周期之中（如：对周刊来说就是上一周）读或看某期刊物（至少2分钟）MediaBasicTerminology媒介基本术语Rating(Point)收视率ThepercentageofpeopleorhomesofthepopulationexposedtoacurtainTVprogramorRadioprograminagivenperiodoftime某一媒体在特定时间之内覆盖的个人或家庭在总数所占的百分比BasedonthedifferentunitofmeasurementitisclassifiedintoHouseholdRatingandPersonalRating基于不同的测量单位，可以分家庭收视率和个人收视率MediaBasicTerminology媒介基本术语HouseholdRating家庭收视率ProgramAProgramBProgramCHome1Home2Home3Home4Home5NonTVProgramARating=(H1+H2)/5=40%ProgramBRating=(H3)/5=20%ProgramCRating=(H4)/5=20%MediaBasicTerminology媒介基本术语PersonalRating个人收视率ProgramAProgramBProgramCHome1Home2Home3Home4Home5NonTVTotalTotalRating10％30％20％10MediaBasicTerminology媒介基本术语TargetAudienceRatingPoint(TRP)目标受众收视率Thepercentageofatargetaudiencewhohaveanopportunitytoseeacommercial.AlsoreferredasGrossRatingPoints(GRP)是有机会读某则广告的目标受众的百分比，亦可称作毛收视点1个目标受众收视点=目标受众的1%10个成人目标收视点=所有成人的10%10个女性目标收视点=所有女性的10%MediaBasicTerminology媒介基本术语ShareofAudience节目受众占有率ThepercentageofthehomesorindividualsviewingorlisteningtoTVorradioduringagiventimeperiod各频道在特定的时段中所占有的观众/听众占拥有电视机的总人口的比率MediaBasicTerminology媒介基本术语ExampleofTARPandAudienceShare目标受众收视点和受众占有率举例AgeTotalTotalPopViewersComposition('000)('000)('000)TARPsShr('000)TARPsShrBelow151,1625692502244178153115-24895281971135129144625-341,89676224412293732049ShanghaiTVOrientalTVSource:SRGHowmanyTARPsdidSTVachieve(below15)=250/1,162*100%=22HowmanyAudienceSharedidSTVachieve(below15)=250/569*100%=44MediaBasicTerminology媒介基本术语Example:CalculatetheTotalTRPsofA,B&Carea计算以下地区的毛收视点TargetAudience:500,000TotalTRPsofA:350TargetAudience:450,000TotalTRPsofB:450TargetAudience:750,000TotalTRPsofC:250MediaBasicTerminology媒介基本术语TargetAudience:500,000TotalTRPsofA:350TargetAudience:450,000TotalTRPsofB:450TargetAudience:750,000TotalTRPsofC:250Howmucharethesethreeareas’totalTRPs?这三个地区的目标对象总收视点是多少？MediaBasicTerminology媒介基本术语TargetAudience:500,000TotalTRPsofA:350TargetAudience:450,000TotalTRPsofB:450TargetAudience:750,000TotalTRPsofC:250Howmucharethesethreeareas’totalTRPs?这三个地区的目标对象总收视点是多少？Theyarenot350+450+250=1050不是350+450+250=1050MediaBasicTerminology媒介基本术语TargetAudience:500,000TotalTRPsofA:350TargetAudience:450,000TotalTRPsofB:450TargetAudience:750,000TotalTRPsofC:250Howmucharethesethreeareas’totalTRPs?这三个地区的目标对象总收视点是多少？Theansweris答案是(500,000*350%+450,000*450%+750,000*250%)/(500,000+450,000+750,000)*100=332TRPsDon’tsumupthetotalTARP’sofdifferentmedia!不要把不同媒介的TARP’s相加Don’tsumupthetotalTARP’sofdifferentmedia!不要把不同媒介的TARP’s相加DifferentMediumhasdifferentfunctionandnature不同的媒体有不同的作用和特质MediaBasicTerminology媒介基本术语Reach(NetReach)净到达率Itisameasureofhowmanydifferenthouseholdsoraudiencememberswereexposedatleastonetimetooneormoremediavehiclesoveraperiodoftime(usuallyfourweeks)在对象消费者中，在一定的期间内（通常指的是4周），暴露于任何广告至少一次的非重复性人口比率Reachdiffersfromgrossratingpointsinthatthelatterisaduplicatedfigure,whereasreachisnot净到达率与毛收视点不同的是后者是重复的，而净到达率不是Reachisnotover100%它只能是等于或少于100%，不会大于100%（理论上，由于少部分消费者从不接触媒体，因此净到达率最高只能到达接近100%）MediaBasicTerminology媒介基本术语WhatisthedifferentbetweenReachandRating?到达率与收视率的区别是什么？AnExampleofaweekReachMeasurementforProgramXPersonWeek1Week2Week3Week41----2----3@x-x4----5@-x-6--@x7-@x-8@---9@x-x10---@RatingEachWeek40303040Reachin4weeks70Foraweeklyeveningprogram:x=Viewedtheprogram;@=CountedinreachmeasurementMediaBasicTerminology媒介基本术语HowtocalculatethecombinedreachoffourtelevisionprogramsPersonProgramAProgramBProgramCProgramDTotal(4P)1@x--@2@x-x@3---@@4-@xx@5--@-@6--@-@7@xxx@8-----9@x-x@10-----Reach4050405080X=Viewedprogramatleastonce;@=CountedinreachmeasurementMediaBasicTerminology媒介基本术语FrequencyDistribution接触频率分布Thepercentageofreachedpersonsineachfrequencylevel在每个接触频次的对象消费者比率（即接触1次的消费者的比率，及接触2次，3次，4次等的消费者比率）EffectiveFrequency有效接触频次Theamountoffrequency(orrepetition)necessaryforadvertisementstobeeffectiveincommunicating指对消费者达到广告诉求