媒体计划建议书

广告活动推广媒体建议书实力媒体2003年6月客户简报•广告目的：-提高消费者对冰箱环保节能标准的认知-促进各冰箱生产厂商对此标准的推广-促进带有节能环保标准的冰箱销售•市场：-北京、上海、武汉、成都、广州（5个广告事前事后调研城市）-其它潜在市场•推广时间：-2003年10月-2004年9月（暂定）•媒体：-电视为主，其它媒体为辅助•费用：-230-250万美元媒介任务市场选择目标群定义媒体选择各市场媒体情况广告行程总结媒介任务市场选择目标群定义媒体选择各市场媒体情况广告行程总结•选择因素：各市场计划明年买冰箱的人数比例城市人口数个人月收入媒体成本市场重要性划分决定市场重要性94.295.892.677.993.27987.791.589.88687.177.691.985.770.40102030405060708090100BeijingShanghaiGuangzhouChengduTianjinShenyangJinanNanjingWuhanFuzhouXianKunmingChongqingXiamenShenzhen各城市目前拥有冰箱的比例%93.290.185.785.184.580.887.4929166.581.484.38995.273.70102030405060708090100HangzhouZhengzhouQingdaoDalianHaerbinChangchunNanChangNingboHefeiNanningChangshaTaiyuanSuzhouFoshanHaikouSource:CMMS20022.32.81.10.65.12.84.78.98.67.44.64.84.951.410.30.830.732.31.12.32.43.74.32.92.22.301234567891011BeijingShanghaiGuangzhouChengduTianjinShenyangJinanNanjingWuhanFuzhouXianKunmingChongqingXiamenShenzhenReplacementFirstBuy计划明年购买的比例7.23.15.21.71.52.45.56.43.63.93.31.571.411.72.33.21.51.33.732.22.74.13.71.42.50.41.901234567891011HangzhouZhengzhouQingdaoDalianHaerbinChangchunNanChangNingboHefeiNanningChangshaTaiyuanSuzhouFoshanHaikouReplacementFirstBuySource:CMMS2002市场重要性划分（初步）一类市场二类市场三类市场Source:CMMS2002&Chinacitystatistics2001市场因素指数因素指数因素指数因素指数1Shanghai3.1%50113735318,8201504,2004102352Beijing3.3%5397430216,5361313,8003712103Nanjing10.0%1602909014,7751171,9001851404Wuhan10.9%1744411379,727771,3501321355Tianjin5.8%9368221212,6721011,3001271336Hangzhou8.9%1421795615,5311231,9001851287Chongqing7.8%1256612058,76870760741218Guangzhou1.9%30567176202371611,2001171159Shenzhen3.7%5912539230391831,80017610810Ningbo8.6%13814244167311339909710311Shenyang5.8%934851519,799789008810312Fuzhou9.8%1571655111,660939559310213Xian8.3%1333931229,50076450449614Qingdao8.4%1342357311,53092630619215Kunming9.1%1462116510,76386580579116Changsha7.0%112175541069085980968817Changchun6.1%982939110,74485700688618Suzhou9.5%1521113413956111400398619NanChang8.5%136170539,416754504480月平均收入媒体成本加权得分30%25%20%25%排名加权明年购买冰箱比例城市人口数(万)市场重要性划分（调整后）一类市场二类市场三类市场北京、上海南京、武汉、成都、杭州、广州综合客户的建议及广告调研城市后，我们得出的结果：深圳、福州、重庆、沈阳、天津媒介任务市场选择目标群定义媒体选择各市场媒体情况广告行程总结1216.61216.6985.4834.5MiddleschoolandbelowHighschool/technicalPolytechnicalUniversityandabove884.81075.8894.81236.7925.01085.9MaleFemaleSingleMarriedNoChildrenHaveChildrenIndexPercentage目标群特征-计划明年购买冰箱的人性别与婚姻状况教育程度1015.51095.9985.31005.5965.20-9991000-19992000-29993000-49995000+家庭月收入Source:CMMS20020%3%6%9%12%15%18%21%Male15-19M20-29M30-39M40-49M50+Female15-19F20-29F30-39F40-49F50+0255075100125150Male15-19M20-29M30-39M40-49M50+Female15-19F20-29F30-39F40-49F50+年龄划分按人口比例按指数Source:CMMS2002目标群定义20-39岁都市白领较高的个人及家庭月收入较高学历男女比例相当媒介任务市场选择目标群定义媒体选择各市场媒体情况广告行程总结目标消费者的媒介接触习惯目标消费群高接触度的媒体数据来源:中国媒介市场研究2002年秋季数据偏好度:243偏好度:103偏好度:291偏好度:134偏好度:120偏好度:100偏好度:1180102030405060708090100上个月去过电影院昨天收听过广播半年内接触过互联网上个月阅读过杂志昨天阅读过报纸昨天看过电视上周看过户外媒体目标消费群高偏好度的媒体确定媒体组合-使用实力媒体的运算工具MediumcharacteristicsLaunchbrandasasinglemedium1Launchbrandincombinationwithothermedia1Highinvolvement/attentioneditorialenvironment1Highinvolvement/attentionadvertisingenvironment1Abilitytocontrolfrequencyofexposure1Flexibilityofleadtime(noticeperiod)1Controlofregionalexposure1017882101Scopeforinnovation1Measurementofeffectonawareness816106466Colourimpact1Visualimpact101786986Motionimpact1015104Soundimpact101481Easeofcopyrotation(speed/time/cost)614894410Lowproductioncosts1Opportunitiesforrelevantsponsorship1Opportunitiesforproductplacement1OpportunitiesforfreePR(adassociated)101788108Qualityofpresentation(productionvalues)1Mediumcharacteristics(campaigndependent)Affordability(ofminweight)withinbudget1Advertisingrestrictions(product/content)1Measurementofeffectonsales(notdirectresponse)1Opportunityforcrossmediasynergy1Environmentfitwithidea/strategy1BespokeresearchfindingsHighconsumerconnectivity1Previousadvertisingeffectiveness1Econometricmodelledvalueofmedium1151112819079TVNPMGRDODCIINLaunchbrand1017106261Launchproductvariantorinnovation1Communicatenewmessageaboutexistingbrand1Maintainawarenessofexistingbrand1Raiseawarenessofexistingbrand1Encourageproducttrial1018108868Teasercampaign-generateinitialinterest1Generatedirectresponse(phone/coupon)1Launchproduct/salespromotion1017107664Reachconsumeronspecificday1Reachconsumeratspecifictimeofday1Reachconsumeratspecificlocation(eg.shop)1Improverelationshipwithchannel(trade)1017108464Drivepesterpower1Otherobjectives(campaigndependent)Fitwithpreviousadvertisingformat1Competitiveenvironment(campaigndependent)Increaseshareofvoiceinmedium1Maintainshareofvoiceinmedium1Standoutfromcompetition1Highreach101810848Rapidreachbuild1017106184Affordablehighfrequencywithincampaignperiod1Nichetargeting(minimalwastage)51246846Masstargeting615108584Costefficiencyofmedium816108464MessageconsiderationsSimplemessage1Complex/informationmessage8167101048E%CampaigncommunicationrequirementsAbilitytomeetrequirement(/10)TargetAudience(campaigndependent)CampaignobjectivesVal(/10)B/100-0.10.20.30.40.50.60.70.80.91.0TVNPMGRDODCIIN产品特征因素目标群特征及广告目因素媒体特征媒体组合-分配结果In