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1、Media SeminarThe Basic,媒介基础知识培训,Content内容,Role of Media Department媒介部角色Media Basic Terminology媒介基本术语Exercises练习,Media Department (媒介部),媒介策划媒介购买媒介调查,Role of Media Department媒介部的角色,$,Media Cost Management媒介费用管理,Build up Good Relationship建立良好关系,Coordination协作,Play Magic玩魔术,Impossible=Possible不可能=可能,Med
2、ia Researcher媒介调研者,Data Analysis数据分析,Feel Markets感知市场,Creative创意,Management管理,Media Basic Terminology媒介基本术语,Media Basic Terminology媒介基本术语,Medium 媒体一系列传播工具如报纸、杂志、广播、电视Vehicle 载具媒体中的某一种传播工具广州日报是报纸媒体中的一种,Media Basic Terminology媒介基本术语,Audience受众暴露于某媒体的人口收看或收听一则广告活动的某一群体出版物的读者，电视观众，广播的听众某一潜在的读者、观众的特定群体,M
3、edia Basic Terminology媒介基本术语,受众描述/受众结构某一节目受众人口统计构成，人口数据包括年龄、性别、婚姻状况、职业、居住地、孩子个数等,Media Basic Terminology媒介基本术语,目标受众Generally used interchangeably with Target Group通常可以与“目标群体”一词互换使用A clear actionable definition for media planning在媒介计划中使用的清晰而可行的界定Demographic人口统计分类 ( e.g. women 15-34 )Psychographic 心理状
4、态分类( e.g. modern / trendy )Product Usage产品使用( e.g. smoker / bought air-conditioner in the past 12-month )Special focus should be shown必须突出重点Example of a biscuit:某饼干的目标受众Primary Target主要目标=Children 6-14Secondary Target次要目标=Mothers 25-45,Media Basic Terminology媒介基本术语,Opportunity to See ( OTS )视听机会Oppo
5、rtunities to see the advertisements in a campaign在一次广告活动中视听广告的机会电视TV:表明某人收看某一电视频道中的特定节目（日志当节目播出时正在房间中（监测）Press出版: 在出版周期之中（如：对周刊来说就是上一周）读或看某期刊物（至少2分钟）,Media Basic Terminology媒介基本术语,Rating ( Point )收视率The percentage of people or homes of the population exposed to a curtain TV program or Radio program
6、in a given period of time某一媒体在特定时间之内覆盖的个人或家庭在总数所占的百分比Based on the different unit of measurement it is classified into Household Rating and Personal Rating基于不同的测量单位，可以分家庭收视率和个人收视率,Media Basic Terminology媒介基本术语,Household Rating家庭收视率,Program A,Program B,Program C,Home 1,Home 2,Home3,Home4,Home 5,Non TV
7、,Program A Rating = ( H1+ H2 ) / 5 =40%Program B Rating = ( H3 ) / 5 =20%Program C Rating = ( H4 ) / 5 = 20%,Media Basic Terminology媒介基本术语,Personal Rating个人收视率,Program A,Program B,Program C,Home 1,Home 2,Home 3,Home4,Home5,Non TV,Total,Total,Rating,10,30,20,10,Media Basic Terminology媒介基本术语,Target Au
8、dience Rating Point(TRP)目标受众收视率The percentage of a target audience who have an opportunity to see a commercial. Also referred as Gross Rating Points ( GRP )是有机会读某则广告的目标受众的百分比，亦可称作毛收视点1个目标受众收视点=目标受众的1%10个成人目标收视点=所有成人的10%10个女性目标收视点=所有女性的10%,Media Basic Terminology媒介基本术语,Share of Audience节目受众占有率The per
9、centage of the homes or individuals viewing or listening to TV or radio during a given time period各频道在特定的时段中所占有的观众/听众占拥有电视机的总人口的比率,Media Basic Terminology媒介基本术语,Example of TARP and Audience Share目标受众收视点和受众占有率举例,Source: SRG,How many TARPs did STV achieve(below 15)=250 / 1,162*100%=22,How many Audienc
10、e Share did STV achieve(below 15)=250 / 569*100%=44,Media Basic Terminology媒介基本术语,Example: Calculate the Total TRPs of A, B & C area计算以下地区的毛收视点,Target Audience : 500,000Total TRPs of A : 350,Target Audience : 450,000Total TRPs of B : 450,Target Audience : 750,000Total TRPs of C : 250,Media Basic
11、 Terminology媒介基本术语,Target Audience : 500,000Total TRPs of A : 350,Target Audience : 450,000Total TRPs of B : 450,Target Audience : 750,000Total TRPs of C : 250,How much are these three areas total TRPs?这三个地区的目标对象总收视点是多少？,Media Basic Terminology媒介基本术语,Target Audience : 500,000Total TRPs of A : 350,Ta
12、rget Audience : 450,000Total TRPs of B : 450,Target Audience : 750,000Total TRPs of C : 250,How much are these three areas total TRPs?这三个地区的目标对象总收视点是多少？They are not 350+450+250=1050不是350+450+250=1050,Media Basic Terminology媒介基本术语,Target Audience : 500,000Total TRPs of A : 350,Target Audience : 450,0
13、00Total TRPs of B : 450,Target Audience : 750,000Total TRPs of C : 250,How much are these three areas total TRPs?这三个地区的目标对象总收视点是多少？The answer is答案是 ( 500,000*350%+450,000*450%+750,000*250%) / (500,000+450,000+750,000)*100=332 TRPs,Dont sum up the total TARPs of different media!不要把不同媒介的TARPs相加,Dont s
14、um up the total TARPs of different media!不要把不同媒介的TARPs相加,Different Medium has different function and nature不同的媒体有不同的作用和特质,Media Basic Terminology媒介基本术语,Reach ( Net Reach )净到达率It is a measure of how many different households or audience members were exposed at least one time to one or more media vehi
15、cles over a period of time ( usually four weeks )在对象消费者中，在一定的期间内（通常指的是4周），暴露于任何广告至少一次的非重复性人口比率Reach differs from gross rating points in that the latter is a duplicated figure, whereas reach is not净到达率与毛收视点不同的是后者是重复的，而净到达率不是Reach is not over 100%它只能是等于或少于100%，不会大于100%（理论上，由于少部分消费者从不接触媒体，因此净到达率最高只能到达接
16、近100%）,Media Basic Terminology媒介基本术语,What is the different between Reach and Rating?到达率与收视率的区别是什么？An Example of a week Reach Measurement for Program X,For a weekly evening program : x = Viewed the program; = Counted in reach measurement,Media Basic Terminology媒介基本术语,How to calculate the combined rea
17、ch of four television programs,X = Viewed program at least once; = Counted in reach measurement,Media Basic Terminology媒介基本术语,Frequency Distribution接触频率分布The percentage of reached persons in each frequency level在每个接触频次的对象消费者比率（即接触1次的消费者的比率，及接触2次，3次，4次等的消费者比率）Effective Frequency有效接触频次The amount of fr
18、equency ( or repetition ) necessary for advertisements to be effective in communicating指对消费者达到广告诉求目的所需要的广告露出频率,Media Basic Terminology媒介基本术语,Cost Efficiency成本效益Cost per ( Rating ) Point ( CPRP, CPP )视听率每点成本在广播电视媒体中，每百分点收视（听）所需支付金额Formula计算公式:Cost per Rating Point = Cost of a commercial / Rating每收视 （
19、听）点成本=购买毛收视点费用/毛收视点Cost per Thousand千人成本媒体载具每接触1000人所需支付金额Formula计算公式：千人成本=购买所有受众费用/所到达的对象人口数*1000,Media Basic Terminology媒介基本术语,Frequency接触频次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
20、media.在一定的期间内（通常指的是4周），接触广告的对象消费者的接触次数Formula公式Frequency = GRPs / Reach接触频次=毛收视点/到达率在分析上，接触频次通常被分为平均接触频次（Average Frequency),接触频次分布（Frequency Distribution)及有效接触频次（Effective Frequency),Media Basic Terminology媒介基本术语,Cost Efficiency Comparison成本效益对比 Using the same kind of Ratio to compare使用同一种比率去对比,Medi
21、a Basic Terminology媒介基本术语,Are we only looking for just Cost Efficiency (CPRP or CPM)all the time?我们只是寻求成本效益吗？,Media Basic Terminology媒介基本术语,Effective Reach有效到达率一次是不够的-消费者从接触广告到产生购买行动有赖于广告频次的累积，即必须累积一定的频次才能促使效果的产生广告的有效频率，在过去传统的认定是以3次为有效频次的低限，事实上，不同的品类、市场、竟争、媒体环境及创意等，在媒体有效频次上皆有其不同的界定,Media Basic Termi
22、nology媒介基本术语,有效接触频次估算表低 主要因素 高A.品牌1.非常成熟/销售重点新产品/销售重点2.较成熟的活动新活动3.简单的信息复杂的信息4.创意冲击力大创意冲击力小5.近期支持近期支持水平低6.高利润低利润,Media Basic Terminology媒介基本术语,有效接触频次估算表低 主要因素 高B消费者7.易于接受影响的目标受众不易于接受影响的目标受众8.顽固态度改变态度9.顽固行为改变行为10.竟争性低竞争性高11.媒介嘈杂低媒介嘈杂高,Media Basic Terminology媒介基本术语,Media People Talk in Media Jargon媒介工作
23、人员用行话交谈“ 55% Reach of the target with an average要达到目标受众55%的到达率 OTS of 2.4 and an effective reach (3+)2.4的平均视听机会 of 21% requiring 133 GRPs.”21%的有效到达率（3次以上）需要133个目标受众收视点What does it mean?此为何意？,Media Basic Terminology媒介基本术语,55% 2.4 OTS, 21% 3+ Reach55%视听机会2.4, 21% 3次以上到达率55%of the target audience will
24、have at least one opportunity to see the advertising.的目标受众有至少一次的视听广告的机会45%of the target audience will have no opportunity to see the advertising at all.的目标受众完全没有机会视听广告2.4is the average number of OTS amongst those who do see advertising. (Some will only have 1 OTS and some will have 5 OTS).是收视（听）到广告主
25、的视听机会平均数（一些人仅有一次视听机会而另一些则可能有5次）21%of the target audience will have at least 3 OTS的目标受众至少有3次视听机会,Media Basic Terminology媒介基本术语,Day Part广播电视时段A system for the division of time periods within TV and Radio to describe the viewing / listening propensity广播电视中使用的或分时间的体系，用以描述收看/收听习惯的倾向Radio广播Television电视Bre
26、akfast =6-8amWomen hour=1:00-2:45pmDaytime=10-3pmChildren Hour=5:00-6:30pmDrivetime=5-7pmPrime=6:30-9:30pmNighttime=7-11pmLate Prime=9:30-11:00pmLate Night=11:00-12:00pm,Media Basic Terminology媒介基本术语,Readership阅读率/读者量Number (%) of a target audience who claim to have “read” a publication (N.B. read a
27、fter means looked into )目标受众已见过出版物的百分比Pass-Along Readers传阅读者Readers of magazine who are not purchases / subscribers阅读自己没有购买的刊物的读者,Media Basic Terminology媒介基本术语,Circulation & Readership发行量与读者量Print Bun (Circulation)印刷（发行量）distribution channel（发行渠道）Primary Readers主要读者Secondary / Pass-along Readers
28、其次读者/传阅者Readership读者量,Media Basic Terminology媒介基本术语,Share-Of-Voice/Share-Of-Spending声量份额The share of activity of a product within its total category in terms of dollars spent (SOS) or media weight (SOV)某产品在其同类产品中的广告活动份额，用投入的经费来衡量（SOS-share of spending)或用出现在媒介的比重来衡量(SOV-share of voice计算单位通常为GRP)EG.RM
29、BSOSTARPsSOS000%BrandX400272020Y500333535Z600404545-1,500100100100,Excercise,练习,假设有A,B,C三个地区，这三个地区的目标对象人口数分别为3,000,000, 2,500,000, 800,000.这三个地区的广告花费分别是RMB67,000, RMB34,900, RMB9,700, 请计算这三个地区的千人成本（CPM)?哪一个地区的成本效益最好？如果以上三个地区的总收视点分别为561, 232, 405, 请计算这三个地区所达到的总收视点？请计算这三个地区的收视点成本(CPRP/CPP)?如果以上三个地区的净到
30、达率分别为70%，63%，79%，请计算每个地区的平均接触 频次及三个地区的平均接触频次？,Answer,A: CPM = 67,000 / 3,000,000 x 1,000 = 22.3B: CPM = 2,500,000 / 34,900 x 1,000 = 71.6C: CPM = 9,700 / 800,000 x 1,000 = 12.1CA, 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 =
31、410CPRP = (67,000 + 34,900 + 9,700)/ 410 = 272A: Ave frequency = 561 / 70 = 8B: Ave frequency = 232 / 63 = 4C: Ave frequency = 405 / 79 = 5A, B & C Ave frequency = 410 / (3,000,000 x 0.7 + 2,500,000 x 0.63+ 800,000 x 0.79) / (3,000,000 + 2,500,000 + 800,000) = 6,How to calculate media commission
32、?如何计算媒介佣金,Client Cost :Net Media Cost + Agency Commission客户支出：媒介净价+代理商佣金,How to calculate media commission?如何计算媒介佣金,Media Commission媒介佣金Agency Discount 广告公司折扣A percentage of discount which media vendor offers to agencyVolume Discount / Rebate 年底总量折扣、回佣A percentage of discount which media vendor offe
33、rs to agency or client (or both) in view of bulk volume of transaction made.,How to calculate media commission?如何计算媒介佣金,15% on Gross = Charge 15% AC on Rate Card After Volume 媒介总价15Discount Rate Card Cost媒体刊例价: 10,000Volume Discount 总量折扣: 5%( -500 )Agency Discount 广告公司折扣:10% ( 950 )-Net Cost to Media净价: 8,550Agency Commission佣金: + 1,509-Client Cost客户价: 10,059,