Young Marketers Elite 2013 - Assignment 9 1 - Hoang Lan - Ngoc Tram

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ASSIGNMENT 9.1 MEDIA NGUYEN HOANG LAN & NGUYEN NGOC TRAM

Transcript of Young Marketers Elite 2013 - Assignment 9 1 - Hoang Lan - Ngoc Tram

Page 1: Young Marketers Elite 2013 - Assignment 9 1 - Hoang Lan - Ngoc Tram

ASSIGNMENT 9.1

MEDIA

NGUYEN HOANG LAN&

NGUYEN NGOC TRAM

Page 2: Young Marketers Elite 2013 - Assignment 9 1 - Hoang Lan - Ngoc Tram

5 KEY THINGS TO LOOK FROM A MEDIA PLAN

RATINGGRPCPRPREACHFREQUEN

CY

Page 3: Young Marketers Elite 2013 - Assignment 9 1 - Hoang Lan - Ngoc Tram

5 KEY THINGS TO LOOK FROM A MEDIA PLAN

The percentage (%) of the target audience exposed

to a TV at a given moment. One rating point

represents 1% of a given target.

RATINGD E F I N I T I O N

TA exposed to media

TA in universe

F O R M U L A

= x 100%

E X A M P L E Target Audience: Male, 18-49, HCM, ABC

Universe = 10

Total Audience of Spot X = 8

Spot X audience within our target = 6

Target Rating of Spot X = 60% = 6/10

Page 4: Young Marketers Elite 2013 - Assignment 9 1 - Hoang Lan - Ngoc Tram

= Sum (Rating x Spots)

5 KEY THINGS TO LOOK FROM A MEDIA PLAN

Sum of audience sizes for more than

one ad or program.

GRPs

D E F I N I T I O N F O R M U L A

E X A M P L E RATING SPOTS GRP

10

20

4

5

40

100

=

=

Total GRPs = 140

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5 KEY THINGS TO LOOK FROM A MEDIA PLAN

Percentage of our target audience that was exposed

at least once to an advertising schedule.

REACHD E F I N I T I O N F O R M U L A

E X A M P L E

Audience reached at least one

TA in universe= x 100%

Target Audience: Male, 18-49, HCM, ABC

Universe = 10

Campaign achieves 60% reach in 1 week

In 1 week, target have seen the commercial at least once = 6

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5 KEY THINGS TO LOOK FROM A MEDIA PLAN

The average number of times that each person is

exposed to a brand’s advertising campaign or

schedule.

FREQUENCY

D E F I N I T I O N F O R M U L A

E X A M P L E

Total GRPs

% Reach=

Target Reaching of Spot X = 60% = 6/10

FREQUENCY=140

60= 2.33

Total GRPs = 140

A F F E C T S• Message complexity

• Message uniqueness

• New vs. continuing

campaigns

• Wearout

• Advertising units

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Program Total Cost or Channel Total Cost

Program Rating or Channel GRP=

5 KEY THINGS TO LOOK FROM A MEDIA PLAN

The Cost Per Rating Point, per 1 percent of a

specified audience, of buying advertising space in a

given media vehicle.

CPRPD E F I N I T I O N F O R M U L A

E X A M P L E RATING

10

20

CPRP

6.000.000

2.250.000

=

=

Ratecard 30s

45.000.000

60.000.000

• Seasonality of demand - High demand

= high CPRP

• Viewing habits - High rating = low

CPRP (if cost remains constant)

• Buying / negotiation - Package offer,

bonus spots = Low CPRP

• Booking leadtime changes - High CPRP

due to lack of availability

• Optimization - Low CPRP due to

balancing b/t reach & cost efficiency

• Program popularity - High CPRP as will

come at high costs

F A C T O R s

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DID WE MEET OUR MEDIA OBJECTIVES?

Budget EfficiencyIt’s about how we manage the cost

efficiently, with low or acceptable cost

but high performance

(Ex: get earned media, build great

content)

Reach and Frequency

Express the performance &

effectiveness of media campaign

(Ex: We reach 1.000.000 people in our target audience,

and frequency is 20+)

Synergy in channel mix

(Integrated campaign)

Media has to harmonize with the

channel mix in brand integrated campaign

Position against

competitive benchmark

Understand deeply competitors/ market’s benchmark of media to

have the most competitive strategy and build a position against

the competitive benchmark

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