媒介基础知识培训课件.ppt

1、Media SeminarThe Basic媒介基础知识培训Content内容pRole of Media Department媒介部角色pMedia Basic Terminology媒介基本术语pExercises练习Media Department(媒介部)p媒介策划p媒介购买p媒介调查Role of Media Department媒介部的角色$Media Cost Management媒介费用管理媒介费用管理Build up Good Relationship建立良好关系建立良好关系Coordination协作协作Play Magic玩魔术玩魔术Impossible=Possible

2、不可能不可能=可能可能Media Researcher媒介调研者媒介调研者Data Analysis数据分析数据分析Feel Markets感知市场感知市场Creative创意创意Management管理管理Media Basic Terminology媒介基本术语Media Basic Terminology媒介基本术语pMedium 媒体n一系列传播工具n如报纸、杂志、广播、电视pVehicle 载具p媒体中的某一种传播工具p广州日报是报纸媒体中的一种Media Basic Terminology媒介基本术语pAudience受众n暴露于某媒体的人口p收看或收听一则广告活动的某一群体p出版

3、物的读者，电视观众，广播的听众p某一潜在的读者、观众的特定群体Media Basic Terminology媒介基本术语p受众描述/受众结构n某一节目受众人口统计构成，人口数据包括年龄、性别、婚姻状况、职业、居住地、孩子个数等Media Basic Terminology媒介基本术语p目标受众nGenerally used interchangeably with Target Group通常可以与“目标群体”一词互换使用nA clear actionable definition for media planning在媒介计划中使用的清晰而可行的界定pDemographic人口统计分类(e.

4、g.women 15-34)pPsychographic 心理状态分类(e.g.modern/trendy)pProduct Usage产品使用(e.g.smoker/bought air-conditioner in the past 12-month)Special focus should be shown必须突出重点Example of a biscuit:某饼干的目标受众Primary Target主要目标=Children 6-14Secondary Target次要目标=Mothers 25-45Media Basic Terminology媒介基本术语pOpportunity

5、to See(OTS)视听机会Opportunities to see the advertisements in a campaign在一次广告活动中视听广告的机会在一次广告活动中视听广告的机会n电视电视TV:表明某人收看某一电视频道中的特定节目（日志当节表明某人收看某一电视频道中的特定节目（日志当节目播出时正在房间中（监测）目播出时正在房间中（监测）nPress出版出版:在出版周期之中（如：对周刊来说就是上一周）在出版周期之中（如：对周刊来说就是上一周）读或看某期刊物（至少读或看某期刊物（至少2分钟）分钟）Media Basic Terminology媒介基本术语pRating(Point

6、)收视率nThe percentage of people or homes of the population exposed to a curtain TV program or Radio program in a given period of time某一媒体在特定时间之内覆盖的个人或家庭在总数所占的百分比某一媒体在特定时间之内覆盖的个人或家庭在总数所占的百分比nBased on the different unit of measurement it is classified into Household Rating and Personal Rating基于不同的测量单位，可

7、以分家庭收视率和个人收视率基于不同的测量单位，可以分家庭收视率和个人收视率Media Basic Terminology媒介基本术语pHousehold Rating家庭收视率Program AProgram BProgram CHome 1 Home 2 Home3 Home4 Home 5Non TVProgram A Rating=(H1+H2)/5=40%Program B Rating=(H3)/5=20%Program C Rating=(H4)/5=20%Media Basic Terminology媒介基本术语pPersonal Rating个人收视率Program AProg

8、ram BProgram C Home 1 Home 2 Home 3 Home4 Home5 Non TV Total Total Rating10302010Media Basic Terminology媒介基本术语pTarget Audience Rating Point(TRP)目标受众收视率nThe percentage of a target audience who have an opportunity to see a commercial.Also referred as Gross Rating Points(GRP)是有机会读某则广告的目标受众的百分比，亦可称作毛收视点

9、是有机会读某则广告的目标受众的百分比，亦可称作毛收视点1个目标受众收视点个目标受众收视点=目标受众的目标受众的1%10个成人目标收视点个成人目标收视点=所有成人的所有成人的10%10个女性目标收视点个女性目标收视点=所有女性的所有女性的10%Media Basic Terminology媒介基本术语pShare of Audience节目受众占有率nThe percentage of the homes or individuals viewing or listening to TV or radio during a given time period各频道在特定的时段中所占有的观众各频道

10、在特定的时段中所占有的观众/听众占拥有电视机的总听众占拥有电视机的总人口的比率人口的比率Media Basic Terminology媒介基本术语pExample of TARP and Audience Share目标受众收视点和受众占有率举例Age Total Total PopViewersComposition(000)(000)(000)TARPsShr(000)TARPsShrBelow 151,162 5692502244178153115-24895281971135129144625-341,896 76224412293732049Shanghai TVOriental T

11、VSource:SRGHow many TARPs did STV achieve(below 15)=250/1,162*100%=22How many Audience Share did STV achieve(below 15)=250/569*100%=44Media Basic Terminology媒介基本术语Example:Calculate the Total TRPs of A,B&C area计算以下地区的毛收视点Target Audience:500,000Total TRPs of A:350Target Audience:450,000Total TRPs of B

12、:450Target Audience:750,000Total TRPs of C:250Media Basic Terminology媒介基本术语Target Audience:500,000Total TRPs of A:350Target Audience:450,000Total TRPs of B:450Target Audience:750,000Total TRPs of C:250How much are these three areas total TRPs?这三个地区的目标对象总收视点是多少？这三个地区的目标对象总收视点是多少？Media Basic Terminolo

13、gy媒介基本术语Target Audience:500,000Total TRPs of A:350Target Audience:450,000Total TRPs of B:450Target Audience:750,000Total TRPs of C:250How much are these three areas total TRPs?这三个地区的目标对象总收视点是多少？这三个地区的目标对象总收视点是多少？They are not 350+450+250=1050不是不是350+450+250=1050Media Basic Terminology媒介基本术语Target Aud

14、ience:500,000Total TRPs of A:350Target Audience:450,000Total TRPs of B:450Target Audience:750,000Total TRPs of C:250How much are these three areas total TRPs?这三个地区的目标对象总收视点是多少？这三个地区的目标对象总收视点是多少？The answer is答案是答案是(500,000*350%+450,000*450%+750,000*250%)/(500,000+450,000+750,000)*100=332 TRPsDont sum

15、 up the total TARPs of different media!不要把不同媒介的TARPs相加Dont sum up the total TARPs of different media!不要把不同媒介的TARPs相加Different Medium has different function and nature不同的媒体有不同的作用和特质不同的媒体有不同的作用和特质Media Basic Terminology媒介基本术语pReach(Net Reach)净到达率nIt is a measure of how many different households or aud

16、ience members were exposed at least one time to one or more media vehicles over a period of time(usually four weeks)在对象消费者中，在一定的期间内（通常指的是在对象消费者中，在一定的期间内（通常指的是4周），暴露于任何周），暴露于任何广告至少一次的非重复性人口比率广告至少一次的非重复性人口比率nReach differs from gross rating points in that the latter is a duplicated figure,whereas reach

17、 is not净到达率与毛收视点不同的是后者是重复的，而净到达率不是净到达率与毛收视点不同的是后者是重复的，而净到达率不是nReach is not over 100%它只能是等于或少于它只能是等于或少于100%，不会大于不会大于100%（理论上（理论上，由于少由于少部分消费者从不接触媒体，因此净到达率最高只能到达接近部分消费者从不接触媒体，因此净到达率最高只能到达接近100%）Media Basic Terminology媒介基本术语pWhat is the different between Reach and Rating?到达率与收视率的区别是什么？An Example of a we

18、ek Reach Measurement for Program XPersonWeek 1Week 2Week 3Week 41-2-3x-x4-5-x-6-x7-x-8-9x-x10-Rating Each Week40303040Reach in 4 weeks70For a weekly evening program:x=Viewed the program;=Counted in reach measurementMedia Basic Terminology媒介基本术语pHow to calculate the combined reach of four television

19、programsPersonProgram A Program B Program C Program DTotal(4P)1x-2x-x3-4-xx5-6-7xxx8-9x-x10-Reach 4050405080X=Viewed program at least once;=Counted in reach measurementMedia Basic Terminology媒介基本术语pFrequency Distribution接触频率分布nThe percentage of reached persons in each frequency level在每个接触频次的对象消费者比率（

20、即接触在每个接触频次的对象消费者比率（即接触1次的消费者的比率，及次的消费者的比率，及接触接触2次，次，3次，次，4次等的消费者比率）次等的消费者比率）pEffective Frequency有效接触频次nThe amount of frequency(or repetition)necessary for advertisements to be effective in communicating指对消费者达到广告诉求目的所需要的广告露出频率指对消费者达到广告诉求目的所需要的广告露出频率Media Basic Terminology媒介基本术语pCost Efficiency成本效益nCo

21、st per(Rating)Point(CPRP,CPP)视听率每点成本视听率每点成本在广播电视媒体中，每百分点收视（听）所需支付金额在广播电视媒体中，每百分点收视（听）所需支付金额Formula计算公式计算公式:Cost per Rating Point=Cost of a commercial/Rating每收视每收视（听）点成本（听）点成本=购买毛收视点费用购买毛收视点费用/毛收视点毛收视点nCost per Thousand千人成本千人成本媒体载具每接触媒体载具每接触1000人所需支付金额人所需支付金额Formula计算公式：计算公式：千人成本千人成本=购买所有受众费用购买所有受众费用

22、/所到达的对象人口数所到达的对象人口数*1000Media Basic Terminology媒介基本术语pFrequency接触频次nThe average number of times that audience members were exposed to a broadcast program within a four-week period,or were exposed to issues of different print media.在一定的期间内（通常指的是在一定的期间内（通常指的是4周），接触广告的对象消费者的接触周），接触广告的对象消费者的接触次数次数nFormu

23、la公式公式Frequency=GRPs /Reach接触频次=毛收视点/到达率n在分析上，接触频次通常被分为平均接触频次（在分析上，接触频次通常被分为平均接触频次（Average Frequency),接触频次分布（接触频次分布（Frequency Distribution)及有及有效接触频次（效接触频次（Effective Frequency)Media Basic Terminology媒介基本术语Cost Efficiency Comparison成本效益对比 Using the same kind of Ratio to compare使用同一种比率去对比Media Basic Te

24、rminology媒介基本术语Are we only looking for just Cost Efficiency(CPRP or CPM)all the time?我们只是寻求成本效益吗？Media Basic Terminology媒介基本术语pEffective Reach有效到达率n一次是不够的一次是不够的-消费者从接触广告到产生购买行动有赖于广告消费者从接触广告到产生购买行动有赖于广告频次的累积，即必须累积一定的频次才能促使效果的产生频次的累积，即必须累积一定的频次才能促使效果的产生n广告的有效频率，在过去传统的认定是以广告的有效频率，在过去传统的认定是以3次为有效频次的低次为有

25、效频次的低限，事实上，不同的品类、市场、竟争、媒体环境及创意等，限，事实上，不同的品类、市场、竟争、媒体环境及创意等，在媒体有效频次上皆有其不同的界定在媒体有效频次上皆有其不同的界定Media Basic Terminology媒介基本术语有效接触频次估算表有效接触频次估算表低低 主要因素主要因素 高高A.品牌品牌1.非常成熟非常成熟/销售重点销售重点新产品新产品/销售重点销售重点2.较成熟的活动较成熟的活动新活动新活动3.简单的信息简单的信息复杂的信息复杂的信息4.创意冲击力大创意冲击力大创意冲击力小创意冲击力小5.近期支持近期支持近期支持水平低近期支持水平低6.高利润高利润低利润低利润Me

26、dia Basic Terminology媒介基本术语有效接触频次估算表有效接触频次估算表低低 主要因素主要因素 高高B消费者消费者7.易于接受影响的目标受众易于接受影响的目标受众不易于接受影响的目不易于接受影响的目标受众标受众8.顽固态度顽固态度改变态度改变态度9.顽固行为顽固行为改变行为改变行为10.竟争性低竟争性低竞争性高竞争性高11.媒介嘈杂低媒介嘈杂低媒介嘈杂高媒介嘈杂高Media Basic Terminology媒介基本术语Media People Talk in Media Jargon媒介工作人员用行话交谈“55%Reach of the target with an ave

27、rage要达到目标受众要达到目标受众55%的到达率的到达率 OTS of 2.4 and an effective reach(3+)2.4的平均视听机会的平均视听机会 of 21%requiring 133 GRPs.”21%的有效到达率（的有效到达率（3次以上）次以上）需要需要133个目标受众收视点个目标受众收视点What does it mean?此为何意？此为何意？Media Basic Terminology媒介基本术语55%of the target audience will have at least one opportunity to see the advertising

28、.的目标受众有至少一次的视听广告的机会45%of the target audience will have no opportunity to see the advertising at all.的目标受众完全没有机会视听广告2.4is the average number of OTS amongst those who do see advertising.(Some will only have 1 OTS and some will have 5 OTS).是收视（听）到广告主的视听机会平均数（一些人仅有一次视听机会而另一些则可能有5次）21%of the target audie

29、nce will have at least 3 OTS的目标受众至少有3次视听机会Media Basic Terminology媒介基本术语pDay Part广播电视时段nA system for the division of time periods within TV and Radio to describe the viewing/listening propensity广播电视中使用的或分时间的体系，用以描述收看广播电视中使用的或分时间的体系，用以描述收看/收听习惯的倾向收听习惯的倾向Radio广播广播Television电视电视Breakfast=6-8amWomen hour

30、=1:00-2:45pmDaytime=10-3pmChildren Hour=5:00-6:30pmDrivetime=5-7pmPrime=6:30-9:30pmNighttime=7-11pmLate Prime=9:30-11:00pmLate Night=11:00-12:00pmMedia Basic Terminology媒介基本术语pReadership阅读率/读者量nNumber(%)of a target audience who claim to have“read”a publication(N.B.read after means looked into)目标受众已见

31、过出版物的百分比目标受众已见过出版物的百分比pPass-Along Readers传阅读者nReaders of magazine who are not purchases/subscribers阅读自己没有购买的刊物的读者阅读自己没有购买的刊物的读者Media Basic Terminology媒介基本术语pCirculation&Readership发行量与读者量Print Bun(Circulation)印刷（发行量）印刷（发行量）distribution channel（发行渠道）发行渠道）Primary Readers主要读者主要读者Secondary/Pass-along Rea

32、ders其次读者其次读者/传阅者传阅者Readership读者量读者量Media Basic Terminology媒介基本术语pShare-Of-Voice/Share-Of-Spending声量份额nThe share of activity of a product within its total category in terms of dollars spent(SOS)or media weight(SOV)某产品在其同类产品中的广告活动份额，用投入的经费来衡量（某产品在其同类产品中的广告活动份额，用投入的经费来衡量（SOS-share of spending)或用出现在媒介的比

33、重来衡量或用出现在媒介的比重来衡量(SOV-share of voice计算单位通常为计算单位通常为GRP)EG.RMBSOSTARPsSOS000%BrandX400272020Y500333535Z600404545-1,500100100100Excercise 练习p假设有A,B,C三个地区，这三个地区的目标对象人口数分别为3,000,000,2,500,000,800,000.这三个地区的广告花费分别是RMB67,000,RMB34,900,RMB9,700,请计算这三个地区的千人成本（CPM)?p哪一个地区的成本效益最好？p如果以上三个地区的总收视点分别为561,232,405,请

34、计算这三个地区所达到的总收视点？p请计算这三个地区的收视点成本(CPRP/CPP)?p如果以上三个地区的净到达率分别为70%，63%，79%，请计算每个地区的平均接触 频次及三个地区的平均接触频次？AnswerpA:CPM=67,000/3,000,000 x 1,000=22.3B:CPM=2,500,000/34,900 x 1,000=71.6C:CPM=9,700/800,000 x 1,000=12.1pCpA,B&C Total GRP=(3,000,000 x 561%+2,500,000 x 232%+800,000 x 405%)/(3,000,000+2,500,000+8

35、00,000)x 100=410pCPRP=(67,000+34,900+9,700)/410=272pA:Ave frequency=561/70=8B:Ave frequency=232/63=4C:Ave frequency=405/79=5A,B&C Ave frequency=410/(3,000,000 x 0.7+2,500,000 x 0.63+800,000 x 0.79)/(3,000,000+2,500,000+800,000)=6How to calculate media commission?如何计算媒介佣金Client Cost:Net Media Cost+Ag

36、ency Commission客户支出：媒介净价+代理商佣金How to calculate media commission?如何计算媒介佣金pMedia Commission媒介佣金nAgency Discount 广告公司折扣广告公司折扣A percentage of discount which media vendor offers to agencynVolume Discount/Rebate 年底总量折扣、回佣年底总量折扣、回佣A percentage of discount which media vendor offers to agency or client(or bo

37、th)in view of bulk volume of transaction made.How to calculate media commission?如何计算媒介佣金p15%on Gross=Charge 15%AC on Rate Card After Volume 媒介总价15Discount Rate Card Cost媒体刊例价:10,000Volume Discount 总量折扣:5%(-500)Agency Discount 广告公司折扣:10%(950)-Net Cost to Media净价:8,550Agency Commission佣金:+1,509-Client Cost客户价:10,059