Mp Week 3

Media, Advertising and ConsumersLECTURE 4 - Media Planning

Sunday, 27 December 2009

How Audiences Choose Media

Audience Reactions to Media (觀眾對媒體的反應)

Audience Reactions to Media

Audience pays attention only to their interested information at the medium.

Sometimes they may waste time in some less interested content for some purposes (目的). For example, they may watch less interested TV program while waiting for their favorite ones to come, or they leaf through a magazine while waiting for someone at a hair salon.

The degree of attention to an advertisement is worth studying.

Strong Feelings (濃厚感受)

the media images such as authoritative (有權威的) and provocative (煽情的), as found in a central government radio channel, or warm/cold, as created by various programs in a TV channel.

Other media images include strong/weak (強弱之分), confusing (疑幻疑真) and negative (負面的), etc.

TVBPromotion TVC

Loyalty (忠心)

habit developed because of interest in particular media, e.g. some prefer reading newspaper than internet news.

Usage Behavior (使用行為)

some audience use media immediately, other use them during free time or even do not use them when free media approaches, e.g. free subscription copy of magazine.

Varied Relationships (各種各樣的關係)

casual relationship if the content is uninterested, e.g. a sport team always loses games, or intense (熱情的) relationship if the content is attractive, e.g. the winning sport team or a popular artiste (藝人) is featured.

Varied Relationships intense relationship if the content is attractive

Audience Reactions to Media (觀眾對媒體的反應)

It should be noted that mass media (大眾媒體) may not create closer relationship than specialized media (專門媒體), e.g. teenagers seem uninterested in reading newspaper.

In fact, small market segments, to which specialized media target, can account for large proportion of sales.

small market segmentsspecialized media target

How Audiences Process Information in Media

Even an audience interested in the content of a media, it does not mean they are interested in the advertisement being carried. They may pay less attention to advertisements because:

家好月圓...廣告.....................................................................

they do not want the product or brand (觀眾根本唔想要果個產品或某個品牌)

they have great deal of the brand or product knowledge (觀眾根本好熟悉你個品牌或產品)

How Audiences Process Information in Media(觀眾根本好熟悉你個品牌或產品)

low quality, creativity or memorability of the ad message. (低質素、無創意、亦唔會令人留深刻印象的廣告內容)

low quality, creativity or memorability of the ad message.

(低質素、無創意、亦唔會令人留深刻印象的廣告內容)

low quality, creativity or memorability of the ad message.

(低質素、無創意、亦唔會令人留深刻印象的廣告內容)

they are overloaded with information (過多資訊)

Despite the above reasons, buying behavior of the audience may be influenced when changes have been made to the content or advertising message, e.g. a new editorial column or new creative advertisement is launched.

new creative advertisement is launched

People have short-term memory on the information from media; no matter it is the content or advertisement. The traditional way of extending the memory period is buying media vehicles repeatedly, i.e. increase the advertising frequency.

(Cultivation Effect - 不斷將訊息重覆重覆再重覆，令大家深深記得)

Some media planners believe this is the ONLY way that the memory and hence the ad effectiveness be extended by buying the ad in the right time, in the right amount and to the right markets.

strategic media planning (具策略性的媒體計劃)

careful media selection and timing (小心選擇不同的媒體及時間安排)

creative message and media (具創意的廣告訊息及媒體)

ad placement in markets where sales opportunities are best. (將廣告放於對銷售有利的位置)

repeated advertising. (重覆廣告)

Media Planning and Marketing Mix

Media play a significant role in the selling process when advertising is required, i.e. when the Promotion element of the marketing mix is concerned.

Media do not work alone because they are part of a team of selling variables, and their role is to control the efficient delivery of advertisement, i.e. targeting the right prospects (期望).

On the other hand, some quality for a particular medium can help target the right segments, e.g. a home-living magazine can help a furniture advertisement find the right targets.

furniture advertisementIKEA

Exposure: A Basic Advertising Measure (廣告成效量度)

Definition

Exposure (媒體曝光率) means “open eyes (or listening ears) facing the medium.” It measures how many people look into or read a vehicle.

Some Highlights

It may differ for each medium.

For example, exposure is counted if one says he/she read the publication, but it is counted only if one receives a people meter and presses the correct TV channel button during the survey period. For internet, it is counted when an ad banner, pop-up ad or page of content from a website is served.

Some Highlights

Exposure does not reveal how many people have actually read the advertisement. It underestimates (低估) the true audience size.

However, it is most readily (輕易地) available data that can measure the advertising extent (程度) because it is necessary to be exposed to a vehicle before anyone can see an advertisement

Other Advertising Measures

Vehicle Exposure(媒體曝光率)

Exposure to TV or Print Media (Not ads) (有幾多人曾經接觸個媒體？)

Vehicle Exposure(媒體曝光率)

Exposure to TV or Print Media (Not ads) (有幾多人曾經接觸個媒體？)

Open eyes facing a vehicle (or opportunities to see ads)(有幾多人睇某特定媒體)

有開眼睇即有機會睇過廣告

Circulation (Print Media)(發行額)

No. of Copies Distributed (有多份發行於市面)

People or families receiving newspaper vehicles (no exposure counted) (有幾多人/家庭有某份報紙或雜誌)

Circulation (Print Media)(發行額)

No. of Copies Distributed (有多份發行於市面)

People or families receiving newspaper vehicles (no exposure counted) (有幾多人/家庭有某份報紙或雜誌)

通常報紙/雜誌都會用發行額來衡量讀者人數

Advertising Exposure(廣告曝光率)

No. of Ads exposed per issue or per TV program (平均有幾多個廣告於一個節目期間出現)

A gross (or crude) counting of total no. of ads exposed in a vehicle (總共有幾多個廣告於一個媒體發放)

電視就用節目... 咁雜誌？

A gross (or crude) counting of total no. of ads exposed in a vehicle (總共有幾多個廣告於一個媒體發放)

電視就用節目... 咁雜誌？(就依一期有幾多個廣告來衡量了)

少年四大名捕 (2)

Supplementary Information

Advertising Perception(廣告的認知程度)

No. of ads that consumers remember having seen in a vehicle (有幾多個廣告大家係記得的)

The smallest amount of communication remembered of ads in a vehicle (能夠知道最少有幾多廣告能夠令客戶記得)

理論上電視廣告，大家比較容易記得~

Game (Work Hard, Play Hard)

總有幾多個廣告？

有什麼品牌？

總有幾多個廣告？ 9 個

有什麼品牌？

Advertising Perception(廣告的認知程度)有什麼品牌？

維記

衞生防護中心

九巴

APPLE INC. iMac

海洋公園

益力多

Advertising Communication(廣告溝通)

The total amount of recalled material from ads in a vehicle (有幾多人睇過某特定的媒體的廣告後有回應)

Advertising Communication(廣告溝通)

The total amount of recalled material from ads in a vehicle (有幾多人睇過某特定的媒體的廣告後有回應)

Feedback from ad messages in vehicles (數字反應出透過這個透體能令否可以使觀眾產生共鳴及回應)

Feedback 數字可以透過不同方法收集：一個係用問卷調查、一個係互動遊戲~

Advertising CommunicationSMS Feedback

Response Function (Media Effectiveness)回應作用

No. of responses to specific advertising in a vehicle (透過某特定媒體發放廣告，為公司帶來有幾多確實回應)

The effects of advertising on consumers (responses such as (1) sales, (2) brand awareness, (3) attitude change, and (4) recall of messages)

廣告著重回應 (其實回應就係成效...)例如(1) 錢係唔係賺多左、(2) 品牌的知名度有冇提高、(3) 顧客的態度有冇改變、 (4) 顧客睇完廣告有冇印象

CPM (Cost Efficiency)

Cost to reach 1,000 audience

CPM (Cost Efficiency)

Cost to reach 1,000 audience

Budget required to targets to the potential customers.(計算預算要花幾多錢先可以令1000人收到公司廣告訊息)

計CPM主要的目的在於比較比較同一種的媒體中，哪一間公司比較抵！

Response Function回應作用

Definition

Response function shows what percent of the people who are exposed to an ad varying numbers of times are expected to respond to that ad. (廣告的曝光次數越多，相對的回應就越大)

Response Function主要探討一個關係：

Definition

Response function shows what percent of the people who are exposed to an ad varying numbers of times are expected to respond to that ad.

Response Function主要探討一個關係：觀眾接觸廣告的次數同觀眾的反應之關係

Response function 回應作用

廣告的曝光次數越多，相對的回應就越大

Response function 回應作用

廣告的曝光次數越多，相對的回應就越大

Exposure Responding

Response function seems to be a more meaningful (有意思) and accurate (準確的) measure, but deciding what percent of those people will respond is a subtle (仔細的) judgment that depends on:

the product being sold (有幾多產品賣出)

the ad’s creative quality (廣告創作的質素)

the medium in which the ad appears (透過幾多媒體將廣告發放)

a variety of other factors (其他不同的因素)

Measuring Advertising Cost-Efficiency

The cost-efficiency of an advertisement is usually expressed in Cost Per Millie (=thousand), or CPM. It is the cost to deliver to 1,000 people or homes, i.e. dividing cost by the audience delivery and multiplying by the quotient of 1,000. (主要是靠找出CPM來計算出不同媒體的成本效益例如蘋果CPM=$37; 東方CPM=$34 -> 用東方去賣廣告的成本效益好過蘋果)

The audience base can be circulation, homes reached, readers, or number of audience members of any kind of demographic or product usage classification.

如果我地冇True Data... 我地只可以用Circulation

CPM of Apple Daily (FP4C) =180,000 / 298,777 x 1,000=

$1,659.87

但如果你有True Data就唔同講法...

我地可以透過Coverage找到一個True Data(即No. of Audience)

從而找到一個更準確的數字~

Cost of 30-second commercial: $1,100

No. of households delivered at 2:00pm: 77,000

$1,100 x 1,000/77,000= $14.29

咩係收視點？

大家明白未呀...

CPRP (Cost per rating point)

Cost of 30-second commercial: $1,100

Rating at 2:00pm: 8

$1,100 /8=$137.50

Since each medium is measured differently, CPM is most typically applied to vehicles within a single medium. If difference is sought between use of CPM and CPRP for TV/radio,

CPM is used to compare the efficiency of individual vehicles (CPM 用來計算個別媒體的果效), while

CPRP is to calculate the cost of an entire TV/radio broadcast plan (CPRP 用來計算整個電視及收音機的成本).

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