广告媒介新闻与传播学院肖兵艳广告媒介NO.10媒介计划营销环境媒介选择组合竞争者目标地理策略创意与媒介媒介行程比重及排期第十章媒体选择教学重点:媒介组合教学方法:多媒体、案例演示第十章媒介选择组合教学内容:媒介选择与组合教学要求:掌握媒介选择与组合的基本策略。Contents媒介选择考虑的主要因素1媒介组合目的2媒介组合的方式3小结4应该使用什么媒体及为什么?•如何选择媒体?•选择的理由、依据?媒体选择的考虑•主/次•上市期/延续期•到达率或频次•经济效益/效果•定性/定量媒体选择目标覆盖媒介环境竞争环境成本效益媒体选择•目标受众的媒介消费习惯分析%媒介消费习惯-女性25-39月收入2500+878750752648409885131633301020406080100TV'YDDaily'YD2-4issue'PWWeeklyPWMonthly'PMRadio'YDSubway'PMShanghaiGuangzhou媒体覆盖面-北京SampleSize%Index%Index%Index%IndexTVY'day8810087998910189101DailyY'day71100741047310375106WeeklyP7D76100781037810381107RadioPWK47100521115611950106MonthlyPMTH51100641256412566129CinemaP3MTH(CUM)22100301363315027123SubwayPWK1710016942011821124CinemaPMTH11100141271614512109InternetEver5100816091807140Female15-39Female15-39consumeJVBrandsinP3MFemale15-39consumeABrandinP3MFemale15-39consumeBBrandinP3M喜欢观看的电视节目-北京%Index%Index%Index%IndexDramaSeries77100739575977395News78100769773947596Movie76100771018110778103Music56100601075910565116VarietyShow4910048985210651104Sports34100371093911535103Documentary141001393128615107Cartoon14100141001611414100HousewifePGM18100158317941583ChildrenPGM15100128012801280Others1100110011001100Female15-39Female15-39consumeJVBrandsinP3MFemale15-39consumeABrandinP3MFemale15-39consumeBBrandinP3M资料来源:AC尼尔森Microscope1998拥有电脑的人群年龄结构分析54317221151228353051015202512-1415-1718-1920-2425-2930-3435-3940-4445-4950-5455-5960-6465+%allpeoplepeopleaged20-44IdexYesterday68133Past7days1317131PastMonth2329126Past3Month3341124EverCum99100101资料来源:AC尼尔森Microscope1998乘坐地铁人群分析媒体选择•目标受众的媒介消费习惯分析•媒体评估–频道选择–时段选择–节目选择电视台选择省/城市电视台目标总人口平均收视率收视总人口平均价格-15千人成本收视点成本选择('000)(18:00-22:00)('000)(RMB)(RMB)(RMB)北京北京电视台-16,34311.874820,200271,712YES北京电视台-26,3432.31464,020281,748北京电视台-36,3430.8511,560311,950北京有线台-16,3436.742510,850261,619YES上海上海电视台-15,5136.736914,314392,136上海电视台-25,5132.11166,350553,024上海东方台-15,51310.960118,600311,706YES上海东方台-25,5134.62548,333331,812YES上海有线台-15,51316.490410,10011616YES广东广东卫视台2,3900.8196,0563177,570广州广州电视台-12,3903.7882,40027649本港台2,3907.91893,10016392YES翡翠台2,39014.93565,30015356YES天津天津电视台-15,13511.65967,75713669YES天津电视台-25,1354.52315,850251,300天津电视台-35,1354.12112,65013646YES天津有线台-15,1354.32213,36715783YES浙江浙江卫视台8502.11815,3338597,301钱江浙江电视台-28503.1265,0801931,639杭州杭州电视台-18505.4463,15069583YES杭州有线台-18505.4462,03344376YES杭州西湖名珠台8505.3453,66081691YES频道选择18:00-18:201.18119,28623817,53318:20-19:302.216235,28621816,03919:30-20:356.044237,286846,214X20:35-21:303.525828,2861108,08221:30-22:002.417718,2861037,61922:00-23:002.820610,286503,674X18:00-19:001.3962,000211,538X19:30-19:451.914020,00014310,52620:00-20:304.331724,000765,58120:30-20:453.727320,000735,40521:00-21:305.137624,000644,706X18:00-19:001.2884,000453,33319:303.324315,000624,54520:307.656021,000372,763X21:208.562621,000342,471X22:103.928713,000453,33323:003.02216,000272,000CityPopulation('000)ChannelTimeSlotTARPGrossImpression('000)NettRate(30)CPMSelectedBeijing7,370BTV-1BTV-2BCTV-1CPRPFemale20-35,Aug9-160%20%40%60%80%100%20:0020:3021:0021:3022:0022:3023:00OthersBCTV-4BCTV-3BCTV-2BCTV-1BTV-3BTV-2BTV-1RatingpercentTop10ProgramsbyTargetsNo.NameProg.TypeRatingNameProg.TypeRating1Drama21.2Drama37.62()Drama17.4()Drama33.53Drama17.3Cartoon31.94Sports15.9630Cartoon305Drama15.4Drama27.26Drama15.3Drama25.67Drama14.1Cartoon25.28110Documetary13Drama18.49Leisure13Drama1810Drama12.7Gameshow16.8No.NameProg.TypeRatingNameProg.TypeRating1Drama19.6Sports192Drama18.8Drama18.13Drama17.5Drama17.64()Drama16.9Drama15.75Drama13.4Drama14.76Drama13.3ASports14.17Drama13.5Drama14.48Drama12.4News13.89Movie11.1Drama14.110Leisure11.2Drama13.8P15-494-14HW25-44withkidsBusinessmenFemale20-35,Aug9-16Weekdaysratingtrend012345678910111222:3022:3222:3422:3622:3822:4022:4222:4422:4622:4822:5022:5222:5422:5622:5823:0023:0223:0423:0623:0823:1023:1223:1423:1623:1823:2023:2223:2423:2623:2823:30Male20-40MalebusinessmenAllpeopleRatingPeoplemetersRatingsInter-programbreakInside-programbreak1Inside-programbreak2Entertainment:-STV119:16-20:02,Sunday,11/04/99天气预报智力大冲浪媒体选择目标覆盖媒介环境竞争环境成本效益媒体选择的理由支持•定性–媒体环境–媒体特征•定量–经济效益–多少到达率,那里,多少花费选择媒体时媒体的性质和数量是主要的考虑因素媒体选择的考虑-例子媒体环境•Ferragamo的鞋子广告投放在现代家庭杂志-虽然确保被读者看到,但是在较底的消费市场环境.•Ferragamo的鞋子广告投放在Elle杂志-到达率及环境都正确.错误正确媒体特征•在车身上发布超市商品及价格.-虽然它表达了产品的信息但它不能传达产品细节•在平面发布超市商品的广告-此媒体的特征能详细地说明产品的优惠错误正确媒体选择的考虑-例子媒体效果•NikeShoes上市,只投放上海有线音乐台-虽然环境适合,但到达率有限•NikeShoes上市投放于东方电视台-覆盖率大,确保让大部分人看到错误正确媒体选择的考虑-例子例:环境分析--中国的媒介环境•电视:3,000+频道–省台:27(27卫视)+4直辖市台–市台:700+–有线台:5,000+有线网络(但是从今年起,有线台与无线台有合并趋势)•广播:1,800+电台•报纸:1,000+份•杂志:7,000+份•户外:很多,很多...全国覆盖电视台本地电视台广播电台有线台/卫视渗透率电视评估系统每收视点成本(:30)共有报纸(份)共有杂志(份).因特网渗透率:1990200028700+1,837500+1,817未知70%无日记法/个人收视记录RMB16,000RMB35,0007731,0355,7517,9990%4%*上视一套黄金时间(19:00-19:15)中国媒介的变化来源:CMMS2000,Female18-35%主要媒体覆盖率14.633.535.648.264.784.888.9020406080100TVY'dayOOHPastWeekNewspaperY'dayMagazinePastMonthCinemaLastYearRadioY'dayInternetLastYear电视仍旧是主要的媒介有线台本地化本地台本地化省台千人成本低廉中央电视台全国覆盖电视覆盖层面卫星电视仅次于中央台,全国覆盖中央电视台•优点–具有成本效益–中央操作,易管理–真正覆盖全国–有利于提升品牌知名度•缺点–媒体价格高–如果没有做好铺货工作,中央台可能造成很多的浪费–内容不够地方化–时间缺乏灵活性省级卫星台/省台•对于省级卫视,所有地区都一定程度上存在着政策壁垒.能够