1、,Media Training,Jan 13, 2002,Hello !,Good Afternoon !,Lets talk about Media,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 ?,To do our job better, we need your,Su
2、rviving in the Media Jungle ?,UNDERSTANDING,Understanding,What do we do ? How A/S can help ? What we are talking about ?,Topics,Definition of Media Planning Effective Media Planning Media Briefing Media Jargons Reach & Frequency,What Does All The Jargon Really Mean?,Media People Talk In Media Jargon
3、,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 ?,Surviving in the Media Jungle ?,Reach,Frequency,Continuity,The Co-Existing Rivalry,Content,Recaps Why important ? Effective Frequency Vs Recency Opt
4、imization in Daily Life Summary,Points to Notice,Television Focus Time Frame Target Group Point-of-view only,Recaps,Reach,(%) of different people who have an opportunity to see a commercial in a media schedule at least once. No duplication is involvede.g.1+ Reach = rating 1 + rating 2- duplication,s
5、pot 1,spot 2,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,Average Frequency = GRPs / Reach,Example,Consider the following 6-spot schedule; Target :
6、 People 15 - 49Example TARPsSpot 1 : 15Spot 2 : 20Spot 3 : 11Spot 4 : 30Spot 5 : 8Spot 6 : 26110,Example,Target Audience : People 15 - 49,Total TARPs = 110 Reach (1+) = 64% Ave. Freq. = 1.7,R&F Curve Target Audience : People 15 - 49,Reach (%),GRPs,1+,2+,3+,About Building Reach,Reach generally builds
7、 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,Reach curve looks different by using different media combina
8、tions or daypart combination,Daytime,Primetime,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,R&F Why
9、Important ?,Why Important ?,Exercise Group discussion on the importance of R to Planners & to Buyers Time : 20 minutes,Why Important ?,Who am I ? When I joined the advertising field?,Why Important ?,1 time may not be enough !,How many times I should hit my target this week ?,How much is enough ?,Why
10、 Important ?,Client : evaluate effectiveness Planner : define the sufficient weight level to achieve an effective advertising campaign Buyer : better yardstick to optimized performance,R&F Different Schools of Thought,Effective Frequency,VS,Recency,How to Evaluate the Effectiveness,What is the value
11、 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 C
12、PMs,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 or
13、der to achieve the advertising objectives Identify the time frame which effective frequency objective has to be met,Effective Frequency (EF),Why Effective Frequency,“Average Frequency” can be misleading,Avg. Frequency 3x,Person Schedule A Schedule B1 2x 1x2 3x 2x3 3x 2x4 4x 4x5 3x 6x,Effective Frequ
14、ency,The number of exposures your target audience need to produce an optimum response from our advertising within a given period of time,Effective Frequency,Advertising Recognition - In 1972, Herbert Krugman, psychologist and public opinion researcher, defined the psychology of Commercial exposures
15、as : First exposure : “Curiosity” What is it ? Second exposure : “Recognition” What of it ? Third exposure : “Decision” The first reminder,Effective Frequency,Followed by the book of Michael Naples in 1979; “Effective Frequency: the relationship between frequency and advertising effectiveness” The “
16、3-hit theory”become popular,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
17、focus delivery will be resulted with minimum wastage of resources,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
18、interest category VS Low interest category,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
19、,EF Estimator,Key Considerations Effective Frequency,Low High,1,2,3,4,5,Weighting,Score,Total score of : 27.5(max) or 5.5(min),A. The Brand 1. Well Established New Product 2 10 2. Established Campaign New Campaign 0.5 2.5 3. Simple message Complex message 0.5 2.5 4. High impact creative Low impact c
20、reative 1 5 5. Recent support : High Recent support : low 1 5 6. High interest category Low interest category 0.5 2.5,EF Estimator,Key Considerations Effective Frequency,Low High,1,2,3,4,5,Weighting,Score,Total Score of : 22.5(max) or 4.5(min) Grand Total Score : 50(max) or 10(min),B. The Consumer7.
21、 Receptive target Unreceptive 1 5audience8. Reinforcing attitudes/ Changing Attitudes/ 1 5behaviors behaviors9. Low competitive High activity 1.5 7.5activity10. Low media clutter High media clutter 1 5,EF Estimator Example,A. The Brand 1. Well Established New Product 2 4 2. Established Campaign New
22、Campaign 0.5 1.5 3. Simple message Complex message 0.5 1.5 4. High impact creative Low impact creative 1 2 5. Recent support : High Recent support : low 1 2 6. High interest category Low interest category 0.5 2,Key Considerations Effective Frequency,Low High,1,2,3,4,5,Weighting,Score,Total score of
23、: 13,EF Estimator Example,A. The Consumer7. Receptive target Unreceptive 1 2audience8. Reinforcing attitudes/ Changing Attitudes/ 1 3behaviors behaviors9. Low competitive High activity 1.5 6activity10. Low media clutter High media clutter 1 4,Key Considerations Effective Frequency,Low High,1,2,3,4,5
24、,Weighting,Score,Average score of : 15 Total Score : 28,For a 4-week period, we assumean effective frequency range from1 - 8andthe range of frequency of 2 times more,Score Range Strike Rate Range10-14 1-3 15-19 2-4 20-24 3-5 25-29 4-6 30-34 5-7 35-39 6-8 40-44 7-9 45-50 8-10,Effective Reach,The defi
25、nition (%) of the target audience who have had the opportunity to see the commercial at the Effective Frequency,Effective Reach,How to establish By judgment, experience, research support How much effective reach can be afforded within the budget ? How much is needed to achieve the marketing goals ?
26、George B. Murray suggested 45% is the norm In term of cost efficiency What is the relationship between cost and effective reach ?,Cost efficiency approach for n+ effective frequency,Cost per Effective 3+ Reach,Cost efficiency approach for n+ effective frequency,Cost per 1% Effective 3+ Reach (Rmb),1
27、00 150 200 250 300 350 400 GRPs,3+ Reach,Cost Efficient Zone,Recency,Recency Theory,John Philip Jones and Erwin Ephron,Effective frequency is provided by ONE single exposure,Recency Theory,Focus on purchase trigger, relevancy. When Ad works. People used to look for information about products to shop
28、 Less weight, more weeks When is more important than how many,Recency Theory,“ There is a window of advertising opportunity preceding each purchase. Media plannings job is to place the message in that window” “If you want your advertising to benefits your brands in the long term, demonstrate its abi
29、lity to sell your brands in the short-term.”,Recency Theory,When a brand is unadvertised, its sales will suffer from successful competitive campaigns. The only way in which a brand can be protected is to be on the air fairly continuously Better thought as presence,Recency Theory,Plan for reach not f
30、requency Plan for continuity not bursts Use one-week not 4-week planning method Shop for lowest cost-per-reach-point not just lower CPM Use dispersion (low ratings) not concentration (high ratings) Aim to buy 50 -70 GRPs and 1+35% per week,Plan by R & F,Derive your Media Objective To deliver an effe
31、ctive reach of 55% of all people 14 - 49 at an effective frequency of 3+ across 4 wks period Next Question How much GRPs is required to deliver the above objective ? How much it will cost to buy the above GRPs ? In what station or prime/fringe mix should I buy for this schedule ?,Optimization in Dai
32、ly Life,Objectives for Optimization,Achieve the same Effective reach with the minimal budget Achieve the highest Effective reach with the same amount of money,打怪兽游戏,目的:以最小的花费打死至少80%的怪兽 规则:1.现在有六只怪兽,它们的死 穴会按不同的时间出现在身体 不同的地方(见附表)2. 怪兽被打中两次就会死亡3. 要在不同时间攻击不同的地方会需要不同的子 弹,价钱亦会不一样(见附表)4. 每颗子弹只可用一次,不可重复使用5.
33、 子弹可同时攻击六只怪兽,怪兽死穴表,头 手 脚,早 午 晚,头 手 脚,早 午 晚,头 手 脚,早 午 晚,头 手 脚,早 午 晚,头 手 脚,早 午 晚,头 手 脚,早 午 晚,怪兽A,怪兽B,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,X,怪兽C,怪兽D,怪兽E,怪兽F,X,子弹价格表(人民币),头 手 脚,早 午 晚,200,60,40,400,500,70,390,130,250,Optimal Performance approach for effective frequency range,Time Frame,Across what period
34、should we be looking at achieving the required effective frequency ? campaign objectives decision making process purchase cycle competitive activity desired response tactical considerations seasonality affordability,Time Frame,Campaign Objective Thematic / Tactical (promotion) Decision making proces
35、s Long term planning / impulse buy Purchasing cycle and usage (nature of product) Weekly for Beer, Monthly for FMCG, Quarterly for Diamond,Effective Reach / Frequency,Merits of planning by Effective Reach / Effective Frequency Planning Unit Able to determine how much media weight is required to deli
36、ver the desired level of consumer response Specific goals, based on given effective frequency level is provided to evaluate media planning effectiveness instead of the use of average exposure estimations Media performance can be optimized within given budget,Effective Reach / Frequency,Buying Unit T
37、o optimize the most cost efficient schedule to deliver the pre-determined effective reach and frequency level A better guideline to follow as a yardstick,R & F Optimization,Some rules of thumb for selecting time slot for a spot scheduleTARPs CPRP* Select Rationale High Low Build reach & cost efficie
38、nt High High Build reach but not cost efficient Low Low Build Frequency Low High X Not cost efficient, cant build R&F* CPRP = Media cost (Nett/Gross) / TARPs,Reach / Frequency Optimization,Same Schedule in Different Weeks Same spot schedules deliver different GRPs level in different weeks Everybody
39、has different lifestyle / TV viewing habit every week, therefore each spot although scheduled at the same program, score different ratings every week Same spot schedules achieve different R&F in different weeks,Reach / Frequency Optimization,Example 1 : 6 spots schedule in SHTV / OTVGRPs Ave. Freq 1
40、+Reach. 1st Week (w/c Nov 20) 68 1.30 52% 2nd Week (w/c Nov 28) 60 1.33 45%,Reach / Frequency Optimization,Same spot schedule on different station mix will deliver different R&F distribution Multi-station buy will maximize net reach of 1+ or 2+ Single station buy will maximize 3+ or above Single sta
41、tion buy can enhance higher average frequency than multi-station buy,Reach / Frequency Optimization,Example 2 : 6 spots schedule in different station buyGRPs Ave. Freq. 1+ 2+ 3+ 4+ SHTV only 47 1.50 32 10 3 2 SHTV / OTV 52 1.30 52 15 1 1,Reach / Frequency Optimization,Same budget spot schedule with
42、different prime/fringe ratio will deliver different R&F distribution Combination of prime / fringe buy will maximize both net reach and ave. frequency than sole prime time buy Prime / fringe combination is also more cost efficient (in term of CPRP) than sole prime time buy,Reach / Frequency Optimiza
43、tion,Example 3 : RMB 136,000 budget plan in a prime time buy and a prime/fringe combinationGRPs Ave. Freq. 1+ 2+ 3+ 4+ 5+ Prime only 68 1.3 52 15 1 1 0 Prime/fringe 136 1.9 70 40 15 6 2(82/18 split in budget, 55/45 split in rating),Reach / Frequency Optimization,Other ways to optimize R&F delivery 1
44、 spot per day in SHTV (6 days) maximizes 1+ 2 consecutive spots per day (3 days) maximizes 2+ 3 consecutive spots per day (2 days) maximizes 3+ 6 consecutive spots a day (1 day) maximizes 4+ and above and have highest ave. frequency within all of the above schedules,Reach / Frequency Optimization,Ex
45、ample 4 : Different no. of spots per dayGRPs Ave. Freq. 1+ 2+ 3+ 4+ 5+ 1 spot/day 45 1.4 33 9 2 1 1 2 spots/day 43 1.6 27 11 2 1 1 3 spots/day 48 1.6 29 11 4 2 1 6 spots 1 day 45 1.7 26 9 5 3 2,TV Optimization Software,Super-Midas & X-pert,Continuity,Further to the determined planning units, how oft
46、en should this advertising weight be repeated ? For fixed budget, the choices could be : Low weight, more weeks High weight, less weeks Factors to consider Sales response Seasonality Competitive presence Decay factor,Continuity,Decay Factor the rate at which spontaneous brand awareness declines afte
47、r advertising stops Rapid rate : new brandshighly competitiveclutter environment Slow rate : well-established brandgeneric producthigh interest level product,Continuity,Reach New Product Promotion Product with high market turnover,Frequency / Continuity Product aims at micro marketing Mature product
48、 Product with short purchasing cycle,With limited media budget, it is impossible to maximize the three of reach, frequency and continuity. Priority should be considered according to different situation,Our Point of View,There are No Absolutes in Media Planning,Summary,Media planners do not always ha
49、ve to make an absolute choice between effective frequency and recency: the answer is not always high frequency and bursts, nor always low weight and continuity,Summary,Recency is a discipline of media planning, just like effective frequency is - but just one discipline. They form part of the equation: they are not the full sum in their own right Role of media is to ensure that the,