1、Media SeminarThe Basic,媒介基礎(chǔ)知識(shí)培訓(xùn),Content內(nèi)容,Role of Media Department 媒介部角色 Media Basic Terminology 媒介基本術(shù)語 Exercises 練習(xí),Media Department (媒介部),媒介策劃 媒介購買 媒介調(diào)查,Role of Media Department媒介部的角色,$,Media Cost Management 媒介費(fèi)用管理,Build up Good Relationship 建立良好關(guān)系,Coordination 協(xié)作,Play Magic 玩魔術(shù),Impossible=Possibl

2、e 不可能=可能,Media Researcher 媒介調(diào)研者,Data Analysis 數(shù)據(jù)分析,Feel Markets 感知市場,Creative 創(chuàng)意,Management 管理,Media Basic Terminology媒介基本術(shù)語,Media Basic Terminology媒介基本術(shù)語,Medium 媒體 一系列傳播工具 如報(bào)紙、雜志、廣播、電視 Vehicle 載具 媒體中的某一種傳播工具 廣州日報(bào)是報(bào)紙媒體中的一種,Media Basic Terminology媒介基本術(shù)語,Audience受眾 暴露于某媒體的人口 收看或收聽一則廣告活動(dòng)的某一群體 出版物的讀者，電視

3、觀眾，廣播的聽眾 某一潛在的讀者、觀眾的特定群體,Media Basic Terminology媒介基本術(shù)語,受眾描述/受眾結(jié)構(gòu) 某一節(jié)目受眾人口統(tǒng)計(jì)構(gòu)成，人口數(shù)據(jù)包括年齡、性別、婚姻狀況、職業(yè)、居住地、孩子個(gè)數(shù)等,Media Basic Terminology媒介基本術(shù)語,目標(biāo)受眾 Generally used interchangeably with Target Group 通常可以與“目標(biāo)群體”一詞互換使用 A clear actionable definition for media planning 在媒介計(jì)劃中使用的清晰而可行的界定 Demographic人口統(tǒng)計(jì)分類 ( e.g

4、. women 15-34 ) Psychographic 心理狀態(tài)分類( e.g. modern / trendy ) Product Usage產(chǎn)品使用( e.g. smoker / bought air-conditioner in the past 12-month ) Special focus should be shown必須突出重點(diǎn) Example of a biscuit:某餅干的目標(biāo)受眾 Primary Target主要目標(biāo)=Children 6-14 Secondary Target次要目標(biāo)=Mothers 25-45,Media Basic Terminology媒介基

5、本術(shù)語,Opportunity to See ( OTS )視聽機(jī)會(huì) Opportunities to see the advertisements in a campaign在一次廣告活動(dòng)中視聽廣告的機(jī)會(huì) 電視TV:表明某人收看某一電視頻道中的特定節(jié)目（日志當(dāng)節(jié)目播出時(shí)正在房間中（監(jiān)測） Press出版: 在出版周期之中（如：對周刊來說就是上一周）讀或看某期刊物（至少2分鐘）,Media Basic Terminology媒介基本術(shù)語,Rating ( Point )收視率 The percentage of people or homes of the population exposed

6、 to a curtain TV program or Radio program in a given period of time 某一媒體在特定時(shí)間之內(nèi)覆蓋的個(gè)人或家庭在總數(shù)所占的百分比 Based on the different unit of measurement it is classified into Household Rating and Personal Rating 基于不同的測量單位，可以分家庭收視率和個(gè)人收視率,Media Basic Terminology媒介基本術(shù)語,Household Rating家庭收視率,Program A,Program B,Prog

7、ram C,Home 1,Home 2,Home3,Home4,Home 5,Non TV,Program A Rating = ( H1+ H2 ) / 5 =40% Program B Rating = ( H3 ) / 5 =20% Program C Rating = ( H4 ) / 5 = 20%,Media Basic Terminology媒介基本術(shù)語,Personal Rating個(gè)人收視率,Program A,Program B,Program C,Home 1,Home 2,Home 3,Home4,Home5,Non TV,Total,Total,Rating,10,3

8、0,20,10,Media Basic Terminology媒介基本術(shù)語,Target Audience Rating Point(TRP)目標(biāo)受眾收視率 The percentage of a target audience who have an opportunity to see a commercial. Also referred as Gross Rating Points ( GRP ) 是有機(jī)會(huì)讀某則廣告的目標(biāo)受眾的百分比，亦可稱作毛收視點(diǎn) 1個(gè)目標(biāo)受眾收視點(diǎn)=目標(biāo)受眾的1% 10個(gè)成人目標(biāo)收視點(diǎn)=所有成人的10% 10個(gè)女性目標(biāo)收視點(diǎn)=所有女性的10%,Media Bas

9、ic Terminology媒介基本術(shù)語,Share of Audience節(jié)目受眾占有率 The percentage of the homes or individuals viewing or listening to TV or radio during a given time period 各頻道在特定的時(shí)段中所占有的觀眾/聽眾占擁有電視機(jī)的總?cè)丝诘谋嚷?Media Basic Terminology媒介基本術(shù)語,Example of TARP and Audience Share 目標(biāo)受眾收視點(diǎn)和受眾占有率舉例,Source: SRG,How many TARPs did STV

10、 achieve(below 15)=250 / 1,162*100%=22,How many Audience Share did STV achieve(below 15)=250 / 569*100%=44,Media Basic Terminology媒介基本術(shù)語,Example: Calculate the Total TRPs of A, B = Counted in reach measurement,Media Basic Terminology媒介基本術(shù)語,How to calculate the combined reach of four television progr

11、ams,X = Viewed program at least once; = Counted in reach measurement,Media Basic Terminology媒介基本術(shù)語,Frequency Distribution接觸頻率分布 The percentage of reached persons in each frequency level 在每個(gè)接觸頻次的對象消費(fèi)者比率（即接觸1次的消費(fèi)者的比率，及接觸2次，3次，4次等的消費(fèi)者比率） Effective Frequency有效接觸頻次 The amount of frequency ( or repetition

12、 ) necessary for advertisements to be effective in communicating 指對消費(fèi)者達(dá)到廣告訴求目的所需要的廣告露出頻率,Media Basic Terminology媒介基本術(shù)語,Cost Efficiency成本效益 Cost per ( Rating ) Point ( CPRP, CPP )視聽率每點(diǎn)成本 在廣播電視媒體中，每百分點(diǎn)收視（聽）所需支付金額 Formula計(jì)算公式: Cost per Rating Point = Cost of a commercial / Rating 每收視 （聽）點(diǎn)成本=購買毛收視點(diǎn)費(fèi)用/毛收

13、視點(diǎn) Cost per Thousand千人成本 媒體載具每接觸1000人所需支付金額 Formula計(jì)算公式： 千人成本=購買所有受眾費(fèi)用/所到達(dá)的對象人口數(shù)*1000,Media Basic Terminology媒介基本術(shù)語,Frequency接觸頻次 The 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

14、間內(nèi)（通常指的是4周），接觸廣告的對象消費(fèi)者的接觸次數(shù) Formula公式 Frequency = GRPs / Reach 接觸頻次=毛收視點(diǎn)/到達(dá)率 在分析上，接觸頻次通常被分為平均接觸頻次（Average Frequency),接觸頻次分布（Frequency Distribution)及有效接觸頻次（Effective Frequency),Media Basic Terminology媒介基本術(shù)語,Cost Efficiency Comparison 成本效益對比 Using the same kind of Ratio to compare 使用同一種比率去對比,Media Bas

15、ic Terminology媒介基本術(shù)語,Are we only looking for just Cost Efficiency (CPRP or CPM) all the time? 我們只是尋求成本效益嗎？,Media Basic Terminology媒介基本術(shù)語,Effective Reach有效到達(dá)率 一次是不夠的-消費(fèi)者從接觸廣告到產(chǎn)生購買行動(dòng)有賴于廣告頻次的累積，即必須累積一定的頻次才能促使效果的產(chǎn)生 廣告的有效頻率，在過去傳統(tǒng)的認(rèn)定是以3次為有效頻次的低限，事實(shí)上，不同的品類、市場、竟?fàn)?、媒體環(huán)境及創(chuàng)意等，在媒體有效頻次上皆有其不同的界定,Media Basic Termin

16、ology媒介基本術(shù)語,有效接觸頻次估算表 低 主要因素 高 A.品牌 1.非常成熟/銷售重點(diǎn)新產(chǎn)品/銷售重點(diǎn) 2.較成熟的活動(dòng)新活動(dòng) 3.簡單的信息復(fù)雜的信息 4.創(chuàng)意沖擊力大創(chuàng)意沖擊力小 5.近期支持近期支持水平低 6.高利潤低利潤,Media Basic Terminology媒介基本術(shù)語,有效接觸頻次估算表 低 主要因素 高 B消費(fèi)者 7.易于接受影響的目標(biāo)受眾不易于接受影響的目標(biāo)受眾 8.頑固態(tài)度改變態(tài)度 9.頑固行為改變行為 10.竟?fàn)幮缘透偁幮愿?11.媒介嘈雜低媒介嘈雜高,Media Basic Terminology媒介基本術(shù)語,Media People Talk in Me

17、dia Jargon 媒介工作人員用行話交談 “ 55% Reach of the target with an average 要達(dá)到目標(biāo)受眾55%的到達(dá)率 OTS of 2.4 and an effective reach (3+) 2.4的平均視聽機(jī)會(huì) of 21% requiring 133 GRPs.” 21%的有效到達(dá)率（3次以上） 需要133個(gè)目標(biāo)受眾收視點(diǎn) What does it mean? 此為何意？,Media Basic Terminology媒介基本術(shù)語,55% 2.4 OTS, 21% 3+ Reach 55%視聽機(jī)會(huì)2.4, 21% 3次以上到達(dá)率 55%of t

18、he target audience will have at least one opportunity to see the advertising. 的目標(biāo)受眾有至少一次的視聽廣告的機(jī)會(huì) 45%of the target audience will have no opportunity to see the advertising at all. 的目標(biāo)受眾完全沒有機(jī)會(huì)視聽廣告 2.4is the average number of OTS amongst those who do see advertising. (Some will only have 1 OTS and some

19、 will have 5 OTS). 是收視（聽）到廣告主的視聽機(jī)會(huì)平均數(shù)（一些人僅有一次視聽機(jī)會(huì)而另一些則可能有5次） 21%of the target audience will have at least 3 OTS 的目標(biāo)受眾至少有3次視聽機(jī)會(huì),Media Basic Terminology媒介基本術(shù)語,Day Part廣播電視時(shí)段 A system for the division of time periods within TV and Radio to describe the viewing / listening propensity 廣播電視中使用的或分時(shí)間的體系，用以描

20、述收看/收聽習(xí)慣的傾向 Radio廣播Television電視 Breakfast =6-8amWomen hour=1:00-2:45pm Daytime=10-3pmChildren Hour=5:00-6:30pm Drivetime=5-7pmPrime=6:30-9:30pm Nighttime=7-11pmLate Prime=9:30-11:00pm Late Night=11:00-12:00pm,Media Basic Terminology媒介基本術(shù)語,Readership閱讀率/讀者量 Number (%) of a target audience who claim t

21、o have “read” a publication (N.B. read after means looked into ) 目標(biāo)受眾已見過出版物的百分比 Pass-Along Readers傳閱讀者 Readers of magazine who are not purchases / subscribers 閱讀自己沒有購買的刊物的讀者,Media Basic Terminology媒介基本術(shù)語,Circulation & Readership發(fā)行量與讀者量 Print Bun (Circulation)印刷（發(fā)行量） distribution channel（發(fā)行渠道） Primar

22、y Readers主要讀者 Secondary / Pass-along Readers其次讀者/傳閱者 Readership讀者量,Media Basic Terminology媒介基本術(shù)語,Share-Of-Voice/Share-Of-Spending聲量份額 The share of activity of a product within its total category in terms of dollars spent (SOS) or media weight (SOV) 某產(chǎn)品在其同類產(chǎn)品中的廣告活動(dòng)份額，用投入的經(jīng)費(fèi)來衡量（SOS-share of spending)或

23、用出現(xiàn)在媒介的比重來衡量(SOV-share of voice計(jì)算單位通常為GRP) EG. RMBSOSTARPsSOS 000% BrandX400272020 Y500333535 Z600404545 - 1,500100100100,Excercise,練習(xí),假設(shè)有A,B,C三個(gè)地區(qū)，這三個(gè)地區(qū)的目標(biāo)對象人口數(shù)分別為3,000,000, 2,500,000, 800,000.這三個(gè)地區(qū)的廣告花費(fèi)分別是RMB67,000, RMB34,900, RMB9,700, 請計(jì)算這三個(gè)地區(qū)的千人成本（CPM)? 哪一個(gè)地區(qū)的成本效益最好？ 如果以上三個(gè)地區(qū)的總收視點(diǎn)分別為561, 232, 4

24、05, 請計(jì)算這三個(gè)地區(qū)所達(dá)到的總收視點(diǎn)？ 請計(jì)算這三個(gè)地區(qū)的收視點(diǎn)成本(CPRP/CPP)? 如果以上三個(gè)地區(qū)的凈到達(dá)率分別為70%，63%，79%，請計(jì)算每個(gè)地區(qū)的平均接觸 頻次及三個(gè)地區(qū)的平均接觸頻次？,Answer,A: CPM = 67,000 / 3,000,000 x 1,000 = 22.3 B: CPM = 2,500,000 / 34,900 x 1,000 = 71.6 C: CPM = 9,700 / 800,000 x 1,000 = 12.1 C A, B & C Total GRP = (3,000,000 x 561% + 2,500,000 x 232% + 800,000 x 405%) / (3,000,000 + 2,500,000 + 800,000) x 100 = 410 CPRP = (67,000 + 34,900 + 9,700)/ 410 = 272 A: Ave frequency = 561 / 70 = 8 B: Ave frequency = 232 / 63 = 4 C: Ave frequency = 405 / 79 = 5 A, B & C