Young Marketers Elite 2013 - Assignment 9 1 - Hoang Lan - Ngoc Tram
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Transcript of Young Marketers Elite 2013 - Assignment 9 1 - Hoang Lan - Ngoc Tram
ASSIGNMENT 9.1
MEDIA
NGUYEN HOANG LAN&
NGUYEN NGOC TRAM
5 KEY THINGS TO LOOK FROM A MEDIA PLAN
RATINGGRPCPRPREACHFREQUEN
CY
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
= 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
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
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
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
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