台大推广策略6_media planning.ppt

Media Planing and Strategy
1
Media Planning: What is it?
Media planning is the process of determining how advertising time and space will be used to contribute to the achievement of marketing and advertising objectives.
2
Media Terminology
Media - The various categories of message delivery systems
Broadcast Media - Either radio or work or local station broadcasts.
Print Media - Publications such as newspapers, magazines, direct mail, outdoor, and the like.
Media Vehicle - The specific message carrier
3
Steps in Developing the Media Plan
Conduct Situation Analysis
Develop Marketing Plan
Develop Creative Strategy
Set Media Objectives
Determine Media Strategy
Select Media Types
Select Media Vehicles
Determine Specific
Media Use Decisions
pleted
prior to developing
any of the promotional
tools.
Advertising-
specific
4
Essential Concepts for Establishing Media Objectives
Coverage = The potential audience that might receive the message through the vehicle.
Reach = the number of different audience members exposed at least once to a media vehicle during a designated time period (typically one month; usually expressed as a percentage).
Frequency = number of times the audience is exposed to a media vehicle within a given time period.
Scheduling = pattern of advertising scheduled over time.
5
Target Market Coverage
Population excluding target market
Target market
Media coverage
Media overexposure
Coverage
Exceeding
Market
Partial
Market
Coverage
Full
Market
Coverage
Target
Market
Proportion
6
Reach
Also called: 1+, net coverage, unduplicated audience, cumulative audience (or cume), 到達率、接觸率
Reach = (接觸人數/目標市場總人數)x 100%
Factors that determine reach:
multiple media
number of diversity of different media vehicle used
the day parts used to advertise a program
Effective Reach: percentage of target audience that are exposed to an ad some minimum number of times
7
Frequency
Also called: average frequency、平均個別接觸率
Frequency = 接觸次數累計/接觸人數
Effe