Mp Lt7

Media Costs and Buying ProblemsMedia Planning - Lecture 8

Sunday, 27 December 2009

迎新日 (SEP 09)

就職禮 (DEC 09)

品牌及廣告策略比賽 (APR 10)

學術交流團 (APR 10)

學術週 (MAY 10)

學術參觀活動 (WHOLE YEAR)

學系作品展 (OCT 10)


Rate Card (廣告價格表) and Rates (價格)


All kind of media have their rate cards. Rate card means the prevailing (普遍的) document published by the medium containing (包含) all details about pricing (定價), booking (預訂), volume rebates (折扣), cancellation (取消) and other terms and conditions for the advertising spaces.

Rates (價格) mean the rate of charges determined by the media from time to time as applicable to any booking.


Television


Terminology (術語)


Prime Time (黃金時段)


Prime Time (黃金時段)

Prime time is the timeslot (廣播時段) with the most viewers and is generally where television networks and local stations reap (獲得) much of their advertising revenues (廣告收入).

It is usually about the evening hours when most people return home from offices and schools. The exact (確實的) timeslots depends on particular station or channel


Shoulder Prime Time (鄰近黃活時段)

The timeslot at the time class exactly one below that of prime time.


Fringe Times (邊緣時段)


Fringe Times (邊緣時段)

Timeslots preceding (之前) and following (之後) peak prime-time and shoulder prime-time timeslots.


Timeslot (時段)


Timeslot (時段)

The time period in a day in which the spots have same advertising rates. Only one timeslot for prime time or shoulder prime time, but more than one timeslots for fringe times. Timeslots are different for different channels.


Time Class (時段等級)


Time Class (時段等級)

The level that the timeslot is classified by the channel. It is denoted by a number, e.g. J7 for TVB Jade, C7 for ATV Home. Higher time classes entail higher rates.


Rate Level (價格等級)


Rate Level (價格等級)

It is the booking rate for a particular spot. High rate level can secure (確保) the airtime but entails higher cost for the advertiser, whilst low rate level may render the airtime taken up by later advertiser booking at higher rate.


Preemption Rule of TVB (優先購買權)


Preemption Rule of TVB (優先購買權)A special program pre-empts a sponsored program.

A sponsored program preempts a regular spot.

A regular spot of a higher rate level pre-empts another regular spot of a lower rate level and a longer duration spot pre-empts a shorter duration spot of the same product category if it is less than 30 seconds

(高廣告價格會取代低廣告價格；長的廣告時間會取代短的廣告時間 - 如果大家都同一個產品類型).


LAST OUT


Buying Practice


Normal Buying (一般買賣)


Media planner chooses the suitable (適合的) scheduling method(s), e.g. continuity, flighting or pulsing to allocate (分配) the budget among different time classes.



They use their judgment (決定準則) and experience (經驗) in selecting the entry (登錄) rate level of a spot of particular time-class, e.g. the rate level F8A of the spot at the time class J7 in TVB Jade.



They use their judgment (決定準則) and experience (經驗) in selecting the entry (登錄) rate level of a spot of particular time-class, e.g. the rate level F8A of the spot at the time class J7 in TVB Jade.

Lower entry rate level can save costs but it can be pre-empted (被取代) by spot of higher rate level. Higher entry rate level can secure the spot but it may render the ad cost unnecessarily high (有時會導致不必要的損失).


In peak seasons, e.g. Christmas and summer, higher entry rate levels are necessary because of high ad cluster (成群) levels.

They may than use software to calculate the reach (覆蓋率) and average frequency (收看次數) for the whole TV broadcast plan.


Sponsorship Buying


Occasionally (有時候), advertisers purchase spots on a full or partial (部分) sponsorship basis (基礎).

A full sponsorship involves purchase of all of the commercial spots available in a sponsored program. (購買整個節目的廣告時段)

Partial sponsorship requires purchase of at least three or four 30-sec spots in a sponsored program. (購買整個節目的三或四個廣告時段)


Billboard (廣告牌) is an identifying announcement of sponsorship at the beginning, end, or breaks of sponsored programs.

They are not sold, but usually are a bonus based on the advertiser’s volume or commitment of buy.

(基於在節目播放期間之廣告數量而決定 “XXX特約”)


Sponsorship has several advantages:



Audiences identify the sponsor with the program. (觀眾知道邊個贊助節目)


SPONSORSHIP鐵甲無敵獎門人




Advertiser gains additional exposure in the form of opening and closing billboards. (多一點曝光率 - 至少多了開始及結束的廣告牌)


同事三分親SPONSORSHIP





Advertiser may use cast members in commercials. (可以利用節目中的演員於廣告中)


Sponsorship has several advantages:Audiences identify the sponsor with the program. (觀眾知道邊個贊助節目)



Sponsorship can enable participation in high-quality programming. (可以加強參與於高質素的節目中)


Sponsorship has several advantages:Audiences identify the sponsor with the program. (觀眾知道邊個贊助節目)



Sponsorship can enable participation in high-quality programming. (可以加強參與於高質素的節目中)

Advertiser can get high advertising exposure within fixed budget. (於一個固定的預算下有高的曝光率)


The drawbacks (缺點) of sponsorship are:



It is generally expensive (普遍地貴的).



It is generally expensive (普遍地貴的).

Advertiser will take a chance that the program will not do well. (如果節目麻麻地，會影響效果)


珠光寶氣SPONSORSHIP


The drawbacks (缺點) of sponsorship are:It is generally expensive (普遍地貴的).

Advertiser will take a chance that the program will not do well. (如果節目麻麻地，會影響效果)

Audience reach is limited with a single program, compared to spreading the buy over a variety of programs. (覆蓋率限制於一個贊助節目，相比下可能低覆蓋率於不同時間落廣告)


Special Event Buying (特別時節的廣告購買)


Special Event Buying (特別時節的廣告購買)

The commercial time at a special-event program can be purchase unit by unit (逐個去買廣告時段) or as program sponsorship.


Special Event Buying (特別時節的廣告購買)Specials such as (1) holiday parades (巡遊), (2) election night coverage, and (3) award presentations (頒獎典禮) provide a good environment for new-product introductions and for seasonal advertisers because they frequently have mass audience appeal (說服) and high visibility (高曝光率). In general, the commercial time at a special-event program carries a premium price (高價).


SPECIAL EVENT BUYING


Up-front (Long term) Buy (預先 (長期) 廣告購買)



An up-front, or long-term, buy is the purchase of inventory (存貨) of spots for all four quarters (四季) of the coming broadcast year.

Such planning to buy is usually termed as “Advanced Commitment”, which is usually held at the year end.


Up-front (Long term) Buy (預先 (長期) 廣告購買)As a result, aggressive TV stations, like TVB Jade, will launch a special event on the parade of their coming TV programs, for informing the advertisers and the advertising agency at the year end. Such special-event program will also be broadcast to entertain the general audience.

(節目巡禮 - 唔單只俾觀眾睇，最緊要係俾廣告客戶睇的)


烈火雄心3 (TVB 2008 節目巡禮)



Advanced commitment usually entails (能承受) great volume discount (rebate) because the spots are purchased in large lot at one time.

Such commitment will insure (確保) the advertiser against “sellouts” (訂左又唔要 - cancellation) and cost-efficiency (成本效益), but little flexibility (較少彈性) with regard to possible cancellation.


Radio


Buying Practice


Being a broadcast media, radio spots are purchased in the same way as television; that is, with a contractual obligation (契約的責任) for a specified number of spots over a designated (定指的) period.


Planners need to have the total picture on the audience that will listen at various times to specific radio stations, e.g. the number of men, women and teenagers.



They must have a close watch on the latest program schedules (最新的節目時間表) of the various stations.



They must have a close watch on the latest program schedules (最新的節目時間表) of the various stations.

On the other hand, the format (電台的播放形式), i.e. whether it is musical, stock market reports, weather reports, traffic reports, sports or news, is another important factor influencing station selection.


Planners must rely heavily on the buyer’s experience in executing a local-market radio buy and ensuring a close match among the commercial copy, audience, and station format.


Magazine


Terminology


Run of Page or Run of Press, describe the advertisement for which a definite position is not specified.

ROP (內頁廣告)


Junior-Page (小全版)

A page size that has same dimension (尺寸) ratio as full page. It permits (准許) an advertiser to use the same printing materials for small- and large-page publications.

The advertisement is prepared as a full-page unit in the smaller publication, and in the larger publication as a junior page with editorial (e.g. 編輯推介) around it.


Centre Spread (中央版)

An advertisement appearing on the two facing pages in the center of a publication.


Gatefold (插頁)

A special space unit usually consisting of one full page plus an additional page or part of page that is an extension of the outer edge of the original page and folds outward from the center of the magazine as a gate.


Buying Practice


Magazine buying costs are highly negotiable (講價)


new magazines offer extremely flexible ad rates ranging from 0-70% of the rate card prices. (新雜誌有時會免費幫你賣廣告 - 例如免費幫LV賣，日後可以同其他廣告商sell有大品牌向雜誌賣廣告)



larger and branded advertisers enjoy higher discounts (具名氣的品牌可以有更大的折扣).




larger quantity buying is entitled to more discounts. (大量購買有更大的折扣)




larger quantity buying is entitled to more discounts. (大量購買有更大的折扣)

opportunistic (機會主義) buys involve the purchase of ad space at low rate at the last minute. (當雜誌最後一刻出街前，以一個較低的價錢買到廣告空位)


Besides the pricing flexibility, media buying for magazines is so versatile (萬用的) that it may package a public relations or sales promotion event with a number of ad spaces.


For example, the female magazine “Jessica” may package the PR event “Top 10 Cover Girls Election” with a yearly commitment of 26 ad insertions.

Such package often entails great discount on the list price of the ad space (the normal discount is 30%) and the advertiser enjoys free write-ups on the event after launch. (Package - 電腦節 (e-zone magazine) (PR event) -> free write-ups (“電腦節十大熱賣產品”))

Except small advertisers, buying of a single ad space is seldom (少數).


Prevailing (流行) trend in media buying of magazines includes having another special rate card for the “Supplement Book”.

Direct trade between media and advertisers is another prevailing trend that is threatening (威脅) the role of advertising agency, e.g. the above-mentioned package.


Newspaper


Unlike magazines, newspapers are not generally considered a negotiable medium for advertisers, unless they are large, e.g. supermarket chains, major retail stores, shopping centres, etc. (除非大型的廣告客戶，否則議價的情況不常見的)

Another negotiable situation is that opportunistic buy is being offered. (萬一報章真係唔夠廣告，都有議價的機會)


Newspapers have been very aggressive in developing daily special sections geared (連接) to various audiences and issues.

For example, a special section on dining tips can attract many food companies to advertise at the section. Other sections that can be advantageous (有利於) in reaching selected audiences include sports, business, and special features on fashion, grooming (化妝), and home care.


In addition to the daily special sections, ad hoc supplement (特別付加) on a special event will be launched from time to time.


MTR


Terminology


12-SHEET PANELTHE ADVERTISING POSITION (LIGHT-BOX) AT THE PLATFORM.


4-SHEET PANELTHE ADVERTISING POSITION ON WALLS OF THE STATIONS.


ESCALATOR CROWN PANELTHE ADVERTISING POSITION ON ESCALATORS’ SIDE WALLS.


Buying Practice


In Hong Kong, JCDecaux Pearl & Dean (www.jcdecaux.com.hk) manages the MTR Advertising Concession and the Hong Kong International Airport Advertising Concession also. Therefore, all advertisers and advertising agency have to work through JCDecaux for all kinds of advertisement bookings.


http://www.jcdecaux.com.hk

http://www.jcdecaux.com.hk

In recent years, many new spaces and tools are opened up for creative buys. For example, Plasma TV, TV projector, pillar (柱), passageway (行人通路), interactive panels, exhibition display booth, ceiling (天花), station exterior (外部), etc.


3

Advertiser: L’Oreal Hong Kong - BiothermCreative: L’Oreal Hong KongMedia: MindshareCampaign Period: 05 – 25 Mar 2008Format: Plasma Ring Zone Domination with Extension around Plasma Ring, Pillars, Poster On Wall, Ticket Machine Top Card, Sticker on Ticket Machine Back and Exhibition Site

Biotherm White Detox

PLASMA RING, POSTER ON WALLBIOTHERM


3

McDonald McCafé Ground Coffee

Advertiser: McDonald’s Restaurants (HK) LtdCreative: DDBMedia: OMDCampaign Period: 30 Apr – 27 May 2008Format: Pillars with 3D Pop Up

PILLARS WITH 3D POP UPMCDONALD’S


3

Advertiser: L’Oreal Hong Kong - BiothermCreative: L’Oreal Hong KongMedia: MindshareCampaign Period: 05 – 25 Mar 2008Format: Plasma Ring Zone Domination with Extension around Plasma Ring, Pillars, Poster On Wall, Ticket Machine Top Card, Sticker on Ticket Machine Back and Exhibition Site

Biotherm White Detox

EXHIBITION SITEBIOTHERM


3D DISPLAY ON STATION TOPNISSIN


Internet


Terminology


Pay per click (每點擊付費 ) is an advertising model used on search engines, advertising networks, and content websites/blogs (是一種廣告模型廣泛用在搜尋引擎、廣告網絡、以及網站或部落格) , where advertisers only pay when a user actually clicks on an ad to visit the advertiser's website (實際上點擊廣告以拜訪廣告的網站時才付費).


Advertisers bid on keywords (關鍵字) they believe their target market would type in the search bar when they are looking for a product or service (找某個產品或者服務時，可能會於搜尋條鍵入的關鍵字).



When a user types a keyword query (詢問) matching the advertiser's keyword list, or views a page with relevant content, the advertiser's ad may be shown.



When a user types a keyword query (詢問) matching the advertiser's keyword list, or views a page with relevant content, the advertiser's ad may be shown.

These ads are called a "Sponsored link" or "sponsored ads" and appear next to, and sometimes, above the natural or organic results on search engine results pages, or anywhere a webmaster/blogger chooses on a content page.


COST PER CLICK


KEYWORDS


SPONSORED LINK OR SPONSORED ADSINTERNET


Buying can be done for website one by one, or use the services provided by third-party ad server, e.g. DoubleClick Inc. (www.doubleclick.com). This ad server automates (自動化) the posting of an internet ad(s) among dozens of websites based on the requirements of advertiser or media planner


http://www.doubleclick.com

http://www.doubleclick.com

e.g. which sites to be bought, the number of impressions to be delivered on each site, the creative executions and rotation instructions, and the target audience. Additional services the ad server provides including planning, budgeting, insertion order generation, creative trafficking (販賣) and post-buy analysis

Regarding advertising on Search Engine, Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter are the largest network operators as of 2007. Depending on the search engine, minimum prices per click start at US$0.01 (up to US$0.50); these prices are often referred to as Costs Per Click (CPC).


Buying Problems


For TV spots buying, media planner has to determine which program to carry the advertisement because the media plan analyzes the costing based on timeslots.


For TV spots buying, media planner has to determine (決定) which program to carry the advertisement because the media plan analyzes the costing based on timeslots.

For print and broadcast advertisement, if the advertiser waits too long before committing the designated (指定) budget, all the availabilities (有效性) could be exhausted (消耗), thus leaving nothing to buy.


For TV spots buying, media planner has to determine (決定) which program to carry the advertisement because the media plan analyzes the costing based on timeslots.

For print and broadcast advertisement, if the advertiser waits too long before committing the designated (指定) budget, all the availabilities (有效性) could be exhausted (消耗), thus leaving nothing to buy.

For Internet advertisement, there is no standard way of counting exposures (無一個特定的方式去計算曝光率). For example, on may count ads when they are sent out (even if the user clicks away while it is still downloading), while the other counts an ad only when it has been successfully displayed.


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