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1、OverallMediaProcess媒介簡報Tableofcontents提案內(nèi)容RecapofbasicmediaterminologyMediaroleintheprocessofcommunicationplanbeginwithmediabriefHowtodetermineobjectiveandstrategyMediaselectionandmixHowtoutilisethemediadata總結(jié)一些主要媒介用詞媒介的角色由媒介的提示開始怎樣決定媒介目標(biāo)及策略媒介選擇及組合怎樣有效利用媒介資料Recap
2、ofbasicmediaterminology媒介用詞TargetAudienceRatingPoint(TARPsorTVR)example400,000targetaudiencewatchedtheTVC1,687,000totaltargetpopulation=23.7TVRorTARPs目標(biāo)受眾收視點Recapofbasicmediaterminology媒介用詞GrossRatingPoints(GRPs)isthesummationofTARPsofaspecifiedcampaignthenumbero
3、ftargetaudienceimpactsgeneratedbyadefinedburstofadvertisingexpressedasapercentageofthetargetaudienceuniverse毛收視點是目標(biāo)受眾收視點的總和Spot1Spot2Duplicationofspot1&2Recapofbasicmediaterminology媒介用詞Reachexample到達(dá)率REACHRecapofbasicmediaterminology媒介用詞AverageFrequencyexampleAon
4、e-weekschedulewith144GRPs&61%reach,theaveragefrequencyis:144GRPs------------=2.4Ave.frequency61%Reach平均收看頻次Recapofbasicmediaterminology媒介用詞CPRP(CostPerRatingPoint)Thecostrequiredtoreachonepercentofthetargetaudience每收視點的價值Recapofbasicmediaterminology媒介用詞CPM(Costpe
5、rthousand)Thecostrequiredtoreacheachthousandoftargetaudience每千人的價值Promotion促銷Price價格FourP’sinmarketingprocess市場策略的4個PProduct產(chǎn)品Place地點Theroleofadvertisinginthemarketingprocess廣告擔(dān)當(dāng)?shù)慕巧玀arketingMix:FourP’si.TheProductii.ThePriceofthatproductiii.ThePlacewheretheproduc
6、twouldbesoldiv.ThePromotionactivitiesthatwillfacilitateorinduceaconsumertobuytheproducti.產(chǎn)品ii.價格iii.銷售渠道iv.廣告及推廣Theroleofmediaintheadvertisingprocess媒介擔(dān)當(dāng)?shù)慕巧玀ediaisequallyimportantthecreativeifnotmorethanThegreatestcreativecopyneedsarightmediavehicletodelivertothe
7、rightpeople,attherighttime,attherightlevel跟廣告創(chuàng)意同等地位廣告創(chuàng)意的傳達(dá)，有賴正確的渠道，目標(biāo)受眾及有效頻次和適當(dāng)時間。Mediaplanningis…媒體策劃要考慮...HowmanyprospectsdoIneedtoreach?(Reach)InwhichmediumshouldIplacemyads?(Mediachoice)Howmanytimesshouldprospectsseeeachad?(Frequency)Inwhichmonthsshouldadsapp
8、ear?(Seasonality)Inwhichmarketsshouldadsappear?(Geographically)Howmuchmoneyshouldbespentineachmedium?(Mediaweight)到達(dá)率媒體選擇廣告收看頻次季節(jié)性廣告預(yù)算...Mediaplanningprocess媒介
