媒体基本实战技巧 Prepared by: Vicky Hsueh February 3rd, 2003 台湾媒体环境的诡谲多变, 让媒体人头晕目眩, 让广告人雾里看花 会喘ㄜ…. But免惊 ! 与其站在门外 不如进得门里瞧瞧 THE BASIC MEDIA TERMINOLOGY ~ WILL HELP YOU GET INTO MEDIA TERRITORY PURPOSE To familiarize you with the basic concepts and terminology used in media To demonstrate how terms can be applied to media planning BASIC MEDIA TERMS INTERPRETATION & USE Audience & Target Media Mix Rating SOV & SO$ GRP GI CPRP & CPM HUT & PUT Share TV Daypart Reach & Frequency Reach Curve Effective Reach & Frequency Scheduling Reach Pattern GENERAL TERMS PRINT - Circulation - Primary readers, Pass-along readers & Readership - Readers per copy - Split-run TV - ROS (run of schedule) - Zipping & Zapping - Back to back & Roadblocks Audience The number of Target individuals or households likely to be exposed to a media vehicle. It could be - Households viewing a TV program in the average minute - Persons listening to a Radio station during a certain quarter hour - Readers of an average issue of a special MG or NP TARGET The audience that you want to see your advertising message - Usually defined by age and gender - For example : For Oil of Olay : Female 20-39 For H&S : M&F 15-49 MEDIA MIX Use more than one medium to reach target - The value of each medium must be considered regarding its ability to achieve the overall objective - Factors to be considered : * Amount of use by target * Potential Reach vs Frequency * Communication strengthens/weakness * Competitive use * Clutter * Cost * Creative RATING The audience expressed as the percent of a universe - Reported by syndicated sources - Whenever the term rating is used, the universe must be clearly understood - For example : If 26% of all Female 15- 39 in Taiwan watched TTV Evening News, this program would have a 26 rating. SOV & SO$ SOV : Percent of total advertising spending or weight within a product category that is held by a particular brand at a given time e.g. Brand TARP SOV Olay 5,000 50% Pond#s 4,000 40% Others 1,000 10% Total 10,000 100% GRP The sum of all the rating points - Total number of exposures against a target audience expressed as a percent - 1 GRP = 1 % of universe - Don#t look at audience duplication - GRP is a measure of the heaviness of the campaign - Other commonly used terms : TRP (Target Rating Point) & TARP (Target Audience Rating Point)