广告媒介_媒介常识.ppt

Overall Media Process 媒介简报
Table of contents 提案内容
Recap of basic media terminology
Media role in the process munication plan
begin with media brief
How to determine objective and strategy
Media selection and mix
How 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
= 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 campaign
the 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
Spot 1
Spot 2
Duplication of spot 1& 2
Recap of basic media terminology媒介用词
Reach
example
到达率
REACH
Recap of basic media terminology媒介用词
Average Frequency
example
A one-week schedule with 144 GRPs & 61% reach, the average frequency is :
144 GRPs
------------ = 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
Promotion 促销
Price 价格
Four P’s in marketing process 市场策略的 4 个P
Product 产品
Place 地点
The 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