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Media Training

Media Training. Jan 13, 2002. Hello !. Good Afternoon !. Let’s talk about Media. YOU. Surviving in the Media Jungle ?. Media Planning ?. Number Crushing. Serious Analytical Job. Busy! Busy! Busy!. 100 Ways To Squeeze Media Sales. A Lot Of Jargons. Surviving in the Media Jungle ?.

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Media Training

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  1. Media Training Jan 13, 2002

  2. Hello !

  3. Good Afternoon !

  4. Let’s talk about Media

  5. YOU Surviving in the Media Jungle ?

  6. Media Planning ?

  7. Number Crushing

  8. Serious Analytical Job

  9. Busy! Busy! Busy!

  10. 100 Ways To Squeeze Media Sales

  11. A Lot Of Jargons

  12. Surviving in the Media Jungle ? To do our job better, we need your

  13. Surviving in the Media Jungle ? UNDERSTANDING

  14. Understanding What do we do ? How A/S can help ? What we are talking about ?

  15. Topics • Definition of Media Planning • Effective Media Planning • Media Briefing • Media Jargons • Reach & Frequency

  16. What Does All The Jargon Really Mean? Media People Talk In Media Jargon

  17. Media People Talk In Media Jargon “An Effective Reach of the Target Audience at 3+/30% Requires 160 GRPs and the Net Reach is 60%.” What does it mean ?

  18. Surviving in the Media Jungle ?

  19. The Co-Existing Rivalry Frequency Reach Continuity

  20. Recaps Why important ? Effective Frequency Vs Recency Optimization in Daily Life Summary Content

  21. Television Focus Time Frame Target Group Point-of-view only Points to Notice

  22. Recaps

  23. Reach • (%) of different people who have an opportunity to see a commercial in a media schedule at least once. No duplication is involved e.g.1+ Reach = rating 1 + rating 2 - duplication spot 1 spot 2

  24. Average Frequency • Average no. of “Opportunity to See” a commercial within a given period of time. With some people having more opportunities to expose to the commercial and some people less 2 x 3 x

  25. Average Frequency = GRPs / Reach

  26. Example • Consider the following 6-spot schedule; • Target : People 15 - 49 ExampleTARPs Spot 1 : 15 Spot 2 : 20 Spot 3 : 11 Spot 4 : 30 Spot 5 : 8 Spot 6 : 26 110

  27. Example • Target Audience : People 15 - 49 Total TARPs = 110 Reach (1+) = 64% Ave. Freq. = 1.7

  28. R&F CurveTarget Audience : People 15 - 49 Reach (%) 1+ 2+ 3+ GRPs

  29. About Building Reach • Reach generally builds very quickly at first • After time, it becomes difficult to increase reach (have already reached the heavy TV viewers) • Increasing reach furthers means reaching light TV viewers • Increasing weight tends to increase frequency rather than reach

  30. Reach curve looks different by using different media combinations or daypart combination Primetime Daytime

  31. Certain Principles about Building Reach • Generally, certain media are known to be reach builders : • TV, Newspapers • Broad coverage, quick audience accumulation • Others are known as frequency builders : • Radio, Outdoor • Fragmented audience, low rating

  32. R&FWhy Important ?

  33. Why Important ? • Exercise • Group discussion on the importance of R&F to Clients; to Planners & to Buyers • Time : 20 minutes

  34. Why Important ? Who am I ? When I joined the advertising field?

  35. Why Important ? 1 time may not be enough !!!

  36. How much is enough ? How many times I should hit my target this week ?

  37. Why Important ? • Client : evaluate effectiveness • Planner : define the sufficient weight level to achieve an effective advertising campaign • Buyer : better yardstick to optimized performance

  38. R&F Different Schools of Thought

  39. Effective Frequency VS Recency

  40. How to Evaluate the Effectiveness • What is the value of repeated exposure to an ad message? • Does the 2nd or 3rd have the same effect as the 1st? • How about the exposures beyond the 3rd? • Is the current budget utilized to provide maximum response with a minimum waste? Traditionally, media plans were evaluated on the basis of Reach, Frequency, GRPs and CPMs

  41. Setting quantitative measurable media objectives • Identify the role of the advertising and its specific objectives in quantifiable terms • Identify the number of exposures that are necessary to convince each target prospect • Identify the percentage of target prospects that have to be convinced in order to achieve the advertising objectives • Identify the time frame which effective frequency objective has to be met

  42. EffectiveFrequency (EF)

  43. Why Effective Frequency “Average Frequency” can be misleading

  44. Avg. Frequency 3x Person Schedule A Schedule B 1 2x 1x 2 3x 2x 3 3x 2x 4 4x 4x 5 3x 6x

  45. 1+ 3+ 2+ 4+ Effective Frequency • The number of exposures your target audience need to produce an optimum response from our advertising within a given period of time

  46. Effective Frequency • Advertising Recognition - In 1972, Herbert Krugman, psychologist and public opinion researcher, defined the psychology of Commercial exposures as : • First exposure : “Curiosity” What is it ? • Second exposure : “Recognition” What of it ? • Third exposure : “Decision” The first reminder

  47. Effective Frequency • Followed by the book of Michael Naples in 1979; “Effective Frequency: the relationship between frequency and advertising effectiveness” • The “3-hit theory”become popular

  48. EF (Range) • The theory is further modified by Colin McDonald • there is a minimum advertising exposure level for a product, below which there is no effect on the advertising goal • there is a maximum level above which there is either no further enhancement to the ad goal • More focus delivery will be resulted with minimum wastage of resources

  49. EF (Range) • Brand Factors • Well established focus of sales VS New product • Established campaign VS New campaign • Simple message VS Complex message • High impact creative VS Low impact creative • With recent support VS Low recent support • High interest category VS Low interest category

  50. EF (Range) • Consumer Factors • Receptive target audience VS Unreceptive audience • Reinforcing attitudes VS Changing attitudes • Reinforcing behavior VS Changing behavior • Low competitive activity VS High competitive activity • Low media clutter VS High media clutter

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