广告媒介_媒体基本实战技巧2.ppt

大的资料库下载
媒体基本实战技巧
Prepared by: Vicky Hsueh
February 3rd, 1999
台湾媒体环境的诡谲多变,
让媒体人头晕目眩, 让广告人雾里看花
会喘ㄜ….
But免惊!
资料库下载
与其站在门外
不如进得门里瞧瞧
资料库下载
大的资料库下载
THE BASIC MEDIA TERMINOLOGY ~ WILL HELP YOU GET INTO MEDIA TERRITORY
PURPOSE
To familiarize you with the basic concepts and terminology used in media
To demonstrate how terms can be applied to media planning
BASIC MEDIA TERMS INTERPRETATION & USE
Audience & Target
Media Mix
Rating
SOV & SO$
GRP
GI
CPRP & CPM
HUT & PUT
Share
TV Daypart
Reach & Frequency
Reach Curve
Effective Reach & Frequency
Scheduling
Reach Pattern
GENERAL TERMS
PRINT
- Circulation
- Primary readers,
Pass-along readers
& Readership
- Readers per copy
- Split-run
TV
- ROS
(run of schedule)
- Zipping & Zapping
- Back to back &
Roadblocks
Audience
The number of Target individuals or households likely to be exposed to a media vehicle. It could be
- Households viewing a TV program in the average minute
- Persons listening to a Radio station during a certain quarter hour
- Readers of an average issue of a special MG or NP
TARGET
The audience that you want to see your advertising message
- Usually defined by age and gender
- For example :
For Oil of Olay : Female 20-39
For H&S : M&F 15-49
MEDIA MIX
Use more than one medium to reach target
- The value of each medium must be considered regarding its ability to achieve the overall objective
- Factors to be considered :
* Amount of use by target
* Potential Reach vs Frequency
* Communication strengthens/weakness
* Competitive use * Clutter
* Cost * Creative