Prepared by: Vicky Hsueh February 3rd,台湾媒体环境的诡谲多变,让媒体人头晕目眩, 让广告人雾里看花
会喘ㄜ…. But免惊 !
THE BASIC MEDIA TERMINOLOGY
~ WILL HELP YOU GET INTO MEDIA TERRITORYPURPOSE
To familiarize you with the basic concepts and terminology used in media To demonstrate how terms can be applied to media planning
BASIC MEDIA TERMS INTERPRETATION & USE
Audience & Target Media Mix Rating SOV & SO$ GRP GI CPRP & CPM HUT & PUT Share
TV Daypart Reach & Frequency Reach Curve Effective Reach & Frequency Scheduling Reach Pattern
PRINT - Circulation - Primary readers, Pass-along readers & Readership - Readers per copy - Split-run
TV - ROS (run of schedule) - Zipping & Zapping - Back to back & Roadblocks
The number of Target individuals or households likely to be exposed to a media vehicle. It could be - Households viewing a TV program in the average minute - Persons listening to a Radio station during a certain quarter hour - Readers of an average issue of a special MG or NP
The audience that you want to see your advertising message - Usually defined by age and gender - For example : For Oil of Olay : Female 20-39 For H&S : M&F 15-49
Use more than one medium to reach target - The value of each medium must be considered regarding its ability to achieve the overall objective - Factors to be considered : * Amount of use by target * Potential Reach vs Frequency * Communication strengthens/weakness * Competitive use * Clutter * Cost * Creative
The audience expressed as the percent of a universe - Reported by syndicated sources - Whenever the term rating is used, the universe must be clearly understood - For example : If 26% of all Female 15- 39 in Taiwan watched TTV Evening News, this program would have a 26 rating.
SOV & SO$
SOV : Percent of total advertising spending or weight within a product category that is held by a particular brand at a given time e.g. Brand TARP SOV Olay 5,000 50% Pond's 4,000 40% Others 1,000 10% Total 10,000 100%