实力传播媒介简报.pptxVIP

Overall Media Process 媒 介 简 报June 21, 2002Table of contents 提 案 内 容Recap of basic media terminologyMedia role in the process of communication planbegin with media briefHow to determine objective and strategyMedia selection and mixHow to utilise the media data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Recap of basic media terminology 媒 介 用 词Target Audience Rating Point (TARPs or TVR)example 400,000 target audience watched the TVC 1,687,000 total target population = 23.7 TVR or TARPs目 标 受 众 收 视 点Recap of basic media terminology媒介用词Gross Rating Points (GRPs)is the summation of TARPs of a specified campaignthe number of target audience impacts generated by a defined burst of advertising expressed as a percentage of the target audience universe毛 收 视 点 是 目 标 受 众 收 视 点 的 总 和REACHRecap of basic media terminology媒介用词Reach example到 达 率Spot 1Spot 2Duplication of spot 1 2Recap of basic media terminology媒介用词Average Frequency exampleA one-week schedule with 144 GRPs 61% reach, the average frequency is : 144 GRPs ------------ = 2.4 Ave. frequency 61% Reach平 均 收 看 频 次Recap of basic media terminology媒介用词CPRP ( Cost Per Rating Point ) The cost required to reach one percent of the target audience每 收 视 点 的 价 值Recap of basic media terminology媒介用词CPM ( Cost per thousand ) The cost required to reach each thousand of target audience每 千 人 的 价 值Product 产 品Price 价 格Place 地 点Promotion 促 销Four P’s in marketing process 市 场 策 略 的 4 个PThe role of advertising in the marketing process 广 告 担 当 的 角 色Marketing Mix : Four P’s i. The Product ii. The Price of that product iii. The Place where the product would be sold iv. The Promotion activities that will facilitate or induce a consumer to buy the product i. 产 品 ii. 价 格 iii. 销 售 渠 道 iv. 广 告 及 推 广The role of media in the advertising process 媒 介 担 当 的 角 色Media is equally important the creative if not more thanThe greatest creative copy needs a right media vehicle to deliver to the right people,