Trung hieu media

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OVERALL MEDIA UNDERSTANDING & MEDIA PLANNING HIEU HIEU

description

Bài Elite assignment

Transcript of Trung hieu media

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OVERALL MEDIA UNDERSTANDING &

MEDIA PLANNING

HIEU HIEU

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OPPORTUNITY TO SEE (OTS)

Definition :

The percentage (%) of an audience that has an opportunity to see an advertisement placed in a particular channel (or program).

Formula :

Ex: We have total 100 audiences watch film at 8:00 pm on TV. There are 70 persons in 100 audiences watching film on HTV7 channel

=> Rating = 70/100 = 70%

MEDIA PLAN

RATIN

G

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Definition :

The percentage (%) of target audience that is exposed to an advertisement, at least once, during a certain time frame(usually four weeks)

Formula :

As media plan, after 1 month on air , in 1 billion persons watch TV , there is 900 mills person have seen Nam Ngu ads at least 1 time.

=> Reach = 900mil/1bill = 90%

MEDIA PLAN

REACH

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Definition :

The average number of times that each audience reached is exposed to a brand’s advertising through channels and programs

Formula : Sum of total times TA exposed to brand’s ads / Total reach

Ex : (Person) A : 3 times , B : 4 times , C : 7 times , D: 2 times

=> Frequency = (3+4+7+2)/4 = 16/4 = 4

MEDIA PLAN

FREQUEN

CY

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GROSS RATING POINTS

Definition :

A summation of all the TVRs for a particular media schedule

Formula : GRP = Sum TVRs or Reach * Frequency

Ex1: Channel A : 5 rating, Channel B: 4 rating, Channel C: 2 rating

=> GRP = 5+4+2 = 11

Ex2: There are 8 persons in 10 have seen Nam Ngu advertising at least once time => Reach = 8/10 = 80%.

In 8 persons, average one person have seen Nam Ngu ads 2 times (some more than 2, some less than)

=> GRP = 8 * 2 = 16

MEDIA PLAN

GRP

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COST PER RATING POINT

Definition :

Cost per rating point for a specific vehicle

Formula : Medium total cost/ Medium rating(or Medium GRP)

Ex: HTV7 cost 30s = 60 million , Rating = 6

=> CPRP = 60/6 = 10 million

MEDIA PLAN

CPRP

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• Did we use budget efficiency ?

• Did we get Reach and Frequency as plan ? ( base on KPI)

• Synergy in channel mix (Above and Below the line)

• Position against competitive bench mark ( Base on Sale & research after campaign run)

MEDIA OBJECTIV

E