媒介简报

会务公司OverallMediaProcess媒介简报会务公司Tableofcontents提案内容•Recapofbasicmediaterminology•Mediaroleintheprocessofcommunicationplan•beginwithmediabrief•Howtodetermineobjectiveandstrategy•Mediaselectionandmix•Howtoutilisethemediadata•总结一些主要媒介用词•媒介的角色•由媒介的提示开始•怎样决定媒介目标及策略•媒介选择及组合•怎样有效利用媒介资料会务公司Recapofbasicmediaterminology媒介用词TargetAudienceRatingPoint(TARPsorTVR)•example400,000targetaudiencewatchedtheTVC1,687,000totaltargetpopulation=23.7TVRorTARPs目标受众收视点会务公司Recapofbasicmediaterminology媒介用词GrossRatingPoints(GRPs)•isthesummationofTARPsofaspecifiedcampaign•thenumberoftargetaudienceimpactsgeneratedbyadefinedburstofadvertisingexpressedasapercentageofthetargetaudienceuniverse毛收视点•是目标受众收视点的总和会务公司Spot1Spot2Duplicationofspot1&2Recapofbasicmediaterminology媒介用词Reach•example到达率REACH会务公司Recapofbasicmediaterminology媒介用词AverageFrequency•example–Aone-weekschedulewith144GRPs&61%reach,theaveragefrequencyis:144GRPs------------=2.4Ave.frequency61%Reach平均收看频次会务公司Recapofbasicmediaterminology媒介用词CPRP(CostPerRatingPoint)•Thecostrequiredtoreachonepercentofthetargetaudience每收视点的价值会务公司Recapofbasicmediaterminology媒介用词CPM(Costperthousand)•Thecostrequiredtoreacheachthousandoftargetaudience每千人的价值会务公司Promotion促销Price价格FourP’sinmarketingprocess市场策略的4个PProduct产品Place地点会务公司Theroleofadvertisinginthemarketingprocess广告担当的角色MarketingMix:FourP’si.TheProductii.ThePriceofthatproductiii.ThePlacewheretheproductwouldbesoldiv.ThePromotionactivitiesthatwillfacilitateorinduceaconsumertobuytheproducti.产品ii.价格iii.销售渠道iv.广告及推广会务公司Theroleofmediaintheadvertisingprocess媒介担当的角色Mediaisequallyimportantthecreativeifnotmorethan•Thegreatestcreativecopyneedsarightmediavehicletodelivertotherightpeople,attherighttime,attherightlevel跟广告创意同等地位•广告创意的传达，有赖正确的渠道，目标受众及有效频次和适当时间。会务公司Mediaplanningis…媒体策划要考虑...•HowmanyprospectsdoIneedtoreach?(Reach)•InwhichmediumshouldIplacemyads?(Mediachoice)•Howmanytimesshouldprospectsseeeachad?(Frequency)•Inwhichmonthsshouldadsappear?(Seasonality)•Inwhichmarketsshouldadsappear?(Geographically)•Howmuchmoneyshouldbespentineachmedium?(Mediaweight)•到达率•媒体选择•广告收看频次•季节性•广告预算•...会务公司Mediaplanningprocess媒介策划流程•MediaBrief•FormulationofMediaObjectives&Strategy•DrawingofthePreliminaryMediaPlan•DetailedMediaPlanandbuying•媒介提示•确定媒介目标及策略•媒介计划表•执行购买工作会务公司MediaBriefing媒介提示AgoodmediaplanstartswithagoodmediabriefAgoodmediabriefhelpsto–setdirection–prioritisefocus–stimulatemediacreativityAgoodmediabriefshouldbe–comprehensive&clear–supportedwithfiguresifpossible–logical好的媒介提案从媒介提示开始媒介提示可以帮助–确定方向–编排重要性–提高创意同时具备–详细及清晰资料–有数据支持–合逻辑的会务公司Essentialinformationofamediabrief总结有以下主要内容TheSixWs1.HoW–MarketingObjectives–AdvertisingObjectives六个W–市场目标–广告目标会务公司Essentialinformationofamediabrief总结有以下主要内容2.Where–Consumptionlocations–Salesbyregions/markets–主要销售场所–区域销售分布会务公司Essentialinformationofamediabrief总结有以下主要内容3.What–Productinformation–Brandawareness–Brandshare/Marketpenetration–MediaBudget/Productionbudget–Whatarethecreativematerials–产品资料–产品知名度–产品市场占有率–媒介预算–创作概念会务公司Essentialinformationofamediabrief总结有以下主要内容4.Who–Targetconsumer–Sourceofbusiness–Keycompetitors–目标受众–销售来源–主要竞争对手会务公司Essentialinformationofamediabrief总结有以下主要内容5.When–Seasonality–Productlifecycle–Purchasetime/usagetime–Campaignperiod/fiscalyear–季节–产品寿命–购买周期–广告推广周期会务公司Essentialinformationofamediabrief总结有以下主要内容6.Why–maintainacriticalmind–givethoughts–合理性的–侧面创意会务公司MediaObjective媒介目标Whatdowewanttoachieve?FactorsforconsiderationMarketingobjectives»Advertisingobjectives»Budgetlimitations»Creativeimplications»Competitivestrategy主要考虑:»市场目标»广告目标»广告预算»创意启示»竞争对手表现会务公司MediaStrategy媒介策略Howdoweachievethesetobjective(s)?–MediaSelection–MediaMix–BuyingStrategy怎样达到媒介目标–媒介选择–媒介组合–购买策略会务公司Mediaselectionisbasedon媒介选择ComparisonbyNumbersBeyondtheNumbers数据比较质量比较上海公关公司上海会议策划公司上海庆典公司上海发布会策划会务公司Comparisonbynumbers数据比较Coveragecapability•thehighertargetpenetration,theleastthewastageCostEfficiency•Themediumprovidingthehighestcoveragemaynotbenecessarilytheonewiththebestcostefficiency.Thecostefficiencycomparisonisanimportantcriteriatosuggestasecondorthirdmediumtobeincludedaspartofthemediamixtoimprovetheoverallefficiencyoftheschedule•覆盖能力•媒介有效值会务公司TelevisionReasonsforusing-dynamicproductdemonstration-masscoverage-costefficiencyLimitations-hightotalcost-shortlifemessages-clutteredadvertisingenvironment电视-强项-生动，有感染力-大众化-有效-弱点-广告费用大-短暂的-复杂的Beyondthenumbers质量比较会务公司NewspaperReasonsforusing-senseofimmediacy-flexibility-massreachortargetedreachLimitations-hightotalcost-clutteredadvertisingenvironment-lessproductionquality报刊-强项-有新闻重要性-灵活-大众化,也可有选择性-弱点-费用大-复杂的-质量略差Beyondthenumbers质量比较会务公司Beyondthenumbers质量比较MagazinesReasonsforusing-finecolourreproduction-longerlifespan-higherpass-alongreadership-targetedreachLimitations-lackofimmediacy-slowbuildingofreach杂志-强项-印刷精美-长的广告生命力-目标受众集中-弱点-效力缓慢会务公司Beyondthenumbers质量比较RadioReasonsforusing-lowcost-targetedreach-flexibilityLimitations-audioonly-lackofmasscoverage-clutteredadvertisingenvironment电台强项-费用便宜-目标受众集中-灵活性弱点-没有视觉效应-覆盖面浅会务公司Outdoor(MTR/bi