Media Training Jan 13, 2002

Hello !

Good Afternoon !

Let’s talk about Media

Surviving in the Media Jungle ? YOU

Media Planning ?

Number Crushing

Serious Analytical Job

Busy! Busy! Busy!

100 Ways To Squeeze Media Sales

A Lot Of Jargons

Surviving in the Media Jungle ? To do our job better, we need your

Surviving in the Media Jungle ? UNDERSTANDING

Understanding What do we do ? How A/S can help ? What we are talking about ?

Topics Definition of Media Planning Effective Media Planning Media Briefing Media Jargons Reach & Frequency

What Does All The Jargon Really Mean? Media People Talk In Media Jargon

“An Effective Reach of the Target Audience at 3+/30% Requires 160 GRPs and the Net Reach is 60%.” What does it mean ?

Surviving in the Media Jungle ?

Reach Frequency Continuity The Co-Existing Rivalry

Content Recaps Why important ? Effective Frequency Vs Recency Optimization in Daily Life Summary

Points to Notice Television Focus Time Frame Target Group Point-of-view only

Recaps

Reach (%) of different people who have an opportunity to see a commercial in a media schedule at least once. No duplication is involved e.g.1+ Reach = rating 1 + rating 2 - duplication spot 1spot 2

Average Frequency Average no. of “Opportunity to See” a commercial within a given period of time. With some people having more opportunities to expose to the commercial and some people less 2 x 3 x

Average Frequency = GRPs / Reach

Example Consider the following 6-spot schedule; Target : People ExampleTARPs Spot 1: 15 Spot 2: 20 Spot 3: 11 Spot 4: 30 Spot 5: 8 Spot 6:

Example Target Audience : People Total TARPs=110 Reach (1+)=64% Ave. Freq.=1.7

R&F Curve Target Audience : People Reach (%) GRPs

About Building Reach Reach generally builds very quickly at first After time, it becomes difficult to increase reach (have already reached the heavy TV viewers) Increasing reach furthers means reaching light TV viewers Increasing weight tends to increase frequency rather than reach

Reach curve looks different by using different media combinations or daypart combination Daytime Primetime

Certain Principles about Building Reach Generally, certain media are known to be reach builders : TV, Newspapers Broad coverage, quick audience accumulation Others are known as frequency builders : Radio, Outdoor Fragmented audience, low rating

R&F Why Important ?

Why Important ? Exercise Group discussion on the importance of R&F to Clients; to Planners & to Buyers Time : 20 minutes

Why Important ? Who am I ? When I joined the advertising field?

Why Important ? 1 time may not be enough !!!

How many times I should hit my target this week ? How much is enough ?

Why Important ? Client : evaluate effectiveness Planner : define the sufficient weight level to achieve an effective advertising campaign Buyer : better yardstick to optimized performance

R&F Different Schools of Thought

Effective Frequency VS Recency

How to Evaluate the Effectiveness What is the value of repeated exposure to an ad message? Does the 2nd or 3rd have the same effect as the 1st? How about the exposures beyond the 3rd? Is the current budget utilized to provide maximum response with a minimum waste? Traditionally, media plans were evaluated on the basis of Reach, Frequency, GRPs and CPMs

Setting quantitative measurable media objectives Identify the role of the advertising and its specific objectives in quantifiable terms Identify the number of exposures that are necessary to convince each target prospect Identify the percentage of target prospects that have to be convinced in order to achieve the advertising objectives Identify the time frame which effective frequency objective has to be met

Effective Frequency (EF)

Why Effective Frequency “Average Frequency” can be misleading

Avg. Frequency 3x PersonSchedule A Schedule B 12x1x 23x2x 33x2x 44x4x 53x6x

Effective Frequency The number of exposures your target audience need to produce an optimum response from our advertising within a given period of time

Effective Frequency Advertising Recognition - In 1972, Herbert Krugman, psychologist and public opinion researcher, defined the psychology of Commercial exposures as : First exposure : “Curiosity” What is it ? Second exposure : “Recognition” What of it ? Third exposure : “Decision” The first reminder

Effective Frequency Followed by the book of Michael Naples in 1979; “Effective Frequency: the relationship between frequency and advertising effectiveness” The “3-hit theory”become popular

EF (Range) The theory is further modified by Colin McDonald there is a minimum advertising exposure level for a product, below which there is no effect on the advertising goal there is a maximum level above which there is either no further enhancement to the ad goal More focus delivery will be resulted with minimum wastage of resources

EF (Range) Brand Factors Well established focus of sales VS New product Established campaign VS New campaign Simple message VS Complex message High impact creative VS Low impact creative With recent support VS Low recent support High interest category VS Low interest category

EF (Range) Consumer Factors Receptive target audience VS Unreceptive audience Reinforcing attitudes VS Changing attitudes Reinforcing behavior VS Changing behavior Low competitive activity VS High competitive activity Low media clutter VS High media clutter

EF Estimator Key Considerations Effective Frequency Low High 12345WeightingScore Total score of : 27.5(max) or 5.5(min) A.The Brand 1.Well EstablishedNew Product210 2.Established CampaignNew Campaign Simple messageComplex message High impact creativeLow impact creative15 5.Recent support : HighRecent support : low15 6.High interest categoryLow interest category0.52.5

EF Estimator Key Considerations Effective Frequency Low High 12345WeightingScore Total Score of : 22.5(max) or 4.5(min) Grand Total Score : 50(max) or 10(min) B.The Consumer 7.Receptive targetUnreceptive15 audience 8.Reinforcing attitudes/Changing Attitudes/15behaviors 9.Low competitiveHigh activity activity 10.Low media clutterHigh media clutter15

EF Estimator Example A.The Brand 1.Well EstablishedNew Product24 2.Established CampaignNew Campaign Simple messageComplex message High impact creativeLow impact creative12 5.Recent support : HighRecent support : low12 6.High interest categoryLow interest category0.52 Key Considerations Effective Frequency Low High 12345WeightingScore Total score of : 13

EF Estimator Example A.The Consumer 7.Receptive targetUnreceptive12 audience 8.Reinforcing attitudes/Changing Attitudes/13behaviors 9.Low competitiveHigh activity1.56 activity 10.Low media clutterHigh media clutter14 Key Considerations Effective Frequency Low High 12345WeightingScore Average score of : 15 Total Score : 28

For a 4-week period, we assume… an effective frequency range from and the range of frequency of 2 times more

Score RangeStrike Rate Range

Effective Reach The definition (%) of the target audience who have had the opportunity to see the commercial at the Effective Frequency

Effective Reach How to establish By judgment, experience, research support How much effective reach can be afforded within the budget ? How much is needed to achieve the marketing goals ? George B. Murray suggested 45% is the norm In term of cost efficiency What is the relationship between cost and effective reach ?

Cost efficiency approach for n+ effective frequency Cost per Effective 3+ Reach

Cost efficiency approach for n+ effective frequency Cost per 1% Effective 3+ Reach (Rmb) GRPs 3+ Reach Cost Efficient Zone

Recency

Recency Theory John Philip Jones and Erwin Ephron Effective frequency is provided by ONE single exposure

Recency Theory Focus on purchase trigger, relevancy. When Ad works. People used to look for information about products to shop Less weight, more weeks When is more important than how many

Recency Theory “ There is a window of advertising opportunity preceding each purchase. Media planning’s job is to place the message in that window” “If you want your advertising to benefits your brands in the long term, demonstrate its ability to sell your brands in the short-term.”

Recency Theory When a brand is unadvertised, its sales will suffer from successful competitive campaigns. The only way in which a brand can be protected is to be on the air fairly continuously Better thought as ‘presence’

Recency Theory Plan for reach not frequency Plan for continuity not bursts Use one-week not 4-week planning method Shop for lowest cost-per-reach-point not just lower CPM Use dispersion (low ratings) not concentration (high ratings) Aim to buy GRPs and 1+35% per week

Plan by R & F Derive your Media Objective To deliver an effective reach of 55% of all people at an effective frequency of 3+ across 4 wks period Next Question How much GRPs is required to deliver the above objective ? How much it will cost to buy the above GRPs ? In what station or prime/fringe mix should I buy for this schedule ?

Optimization in Daily Life

Objectives for Optimization Achieve the same Effective reach with the minimal budget Achieve the highest Effective reach with the same amount of money

打怪兽游戏 目的：以最小的花费打死至少 80% 的怪兽 规则： 1. 现在有六只怪兽，它们的死 穴会按不同的时间出现在身体 不同的地方 ( 见附表 ) 2. 怪兽被打中两次就会死亡 3. 要在不同时间攻击不同的地方会需要不同的子 弹，价钱亦会不一样 ( 见附表 ) 4. 每颗子弹只可用一次，不可重复使用 5. 子弹可同时攻击六只怪兽

怪兽死穴表 头 手 脚 怪兽 A 怪兽 B X XX X X XXX X X X X X X X X X X X 怪兽 C 怪兽 D 怪兽 E 怪兽 F X

子弹价格表 ( 人民币 ) 头 手 脚

Optimal Performance approach for effective frequency range

Time Frame Across what period should we be looking at achieving the required effective frequency ? campaign objectives decision making process purchase cycle competitive activity desired response tactical considerations seasonality affordability

Time Frame Campaign Objective Thematic / Tactical (promotion) Decision making process Long term planning / impulse buy Purchasing cycle and usage (nature of product) Weekly for Beer, Monthly for FMCG, Quarterly for Diamond

Effective Reach / Frequency Merits of planning by Effective Reach / Effective Frequency …… Planning Unit Able to determine how much media weight is required to deliver the desired level of consumer response Specific goals, based on given effective frequency level is provided to evaluate media planning effectiveness instead of the use of average exposure estimations Media performance can be optimized within given budget

Effective Reach / Frequency Buying Unit To optimize the most cost efficient schedule to deliver the pre-determined effective reach and frequency level A better guideline to follow as a yardstick

R & F Optimization Some rules of thumb for selecting time slot for a spot schedule TARPsCPRP*SelectRationale HighLowBuild reach & cost efficient HighHighBuild reach but not cost efficient LowLowBuild Frequency LowHigh XNot cost efficient, can’t build R&F * CPRP = Media cost (Nett/Gross) / TARPs

Reach / Frequency Optimization Same Schedule in Different Weeks Same spot schedules deliver different GRPs level in different weeks Everybody has different lifestyle / TV viewing habit every week, therefore each spot although scheduled at the same program, score different ratings every week Same spot schedules achieve different R&F in different weeks

Reach / Frequency Optimization Example 1 : 6 spots schedule in SHTV / OTV GRPs Ave. Freq 1+Reach. 1st Week (w/c Nov 20) % 2nd Week (w/c Nov 28) %

Reach / Frequency Optimization Same spot schedule on different station mix will deliver different R&F distribution Multi-station buy will maximize net reach of 1+ or 2+ Single station buy will maximize 3+ or above Single station buy can enhance higher average frequency than multi-station buy

Reach / Frequency Optimization Example 2 : 6 spots schedule in different station buy GRPsAve. Freq SHTV only SHTV / OTV

Reach / Frequency Optimization Same budget spot schedule with different prime/fringe ratio will deliver different R&F distribution Combination of prime / fringe buy will maximize both net reach and ave. frequency than sole prime time buy Prime / fringe combination is also more cost efficient (in term of CPRP) than sole prime time buy

Reach / Frequency Optimization Example 3 : RMB 136,000 budget plan in a prime time buy and a prime/fringe combination GRPsAve. Freq Prime only Prime/fringe (82/18 split in budget, 55/45 split in rating)

Reach / Frequency Optimization Other ways to optimize R&F delivery 1 spot per day in SHTV (6 days) maximizes 1+ 2 consecutive spots per day (3 days) maximizes 2+ 3 consecutive spots per day (2 days) maximizes 3+ 6 consecutive spots a day (1 day) maximizes 4+ and above and have highest ave. frequency within all of the above schedules

Reach / Frequency Optimization Example 4 : Different no. of spots per day GRPsAve. Freq spot/day spots/day spots/day spots 1 day

TV Optimization Software Super-Midas & X-pert

Continuity Further to the determined planning units, how often should this advertising weight be repeated ? For fixed budget, the choices could be : Low weight, more weeks High weight, less weeks Factors to consider Sales response Seasonality Competitive presence Decay factor

Continuity Decay Factor the rate at which spontaneous brand awareness declines after advertising stops Rapid rate : new brands highly competitive clutter environment Slow rate :well-established brand generic product high interest level product

Continuity Reach New Product Promotion Product with high market turnover Frequency / Continuity Product aims at micro marketing Mature product Product with short purchasing cycle With limited media budget, it is impossible to maximize the three of reach, frequency and continuity. Priority should be considered according to different situation

Our Point of View

There are No Absolutes in Media Planning

Summary Media planners do not always have to make an absolute choice between effective frequency and recency: the answer is not always high frequency and bursts, nor always low weight and continuity

Summary Recency is a discipline of media planning, just like effective frequency is - but just one discipline. They form part of the equation: they are not the full sum in their own right Role of media is to ensure that the

Summarycommunication is distributed to a target audience effectively and efficiently. What we need to do is to apply the discipline, consider other variables like share of voice, campaign stage, etc use the common sense and make your own logical judgement. The effective level will vary by category, brand, campaign and markets.

Summary Media is a science. Media is an art.

Thank You !

如何选择媒体 二零零二年二月

如何判断媒介计划的质量 最低廉的投放成本 最有效的投放效果

现有媒体分析 主要媒体 1. 电视 2. 报纸 3. 杂志 4. 户外 5. 电台 6. 因特网 7. 电影院

现有媒体分析

媒体的地理性策略因素（一） 产品地区发展策略 品牌铺货状况及进展 目标受众人口数量 经济发展状况

媒体的地理性策略因素（二） 销售成长趋势 品牌市场占有率与获利经验 品牌过去所累积的资产 市场对传播的反应 媒体投资效率

媒体的基本概念 收视率（ Rating ） - 在一个节目中，看到过这个 广告的人的百分比。（ GRP ） 目标受众收视点（ TARP ） - 目标受众中看到这 个广告的人的百分比。（即目标受众的 GRP ）

媒体的基本概念 到达率（ Reach ） - 在一定的期间内（通常指的 是 4 周），暴露于任何广告至少一次的非重复性 人口比率。 单位收视点成本（ CPRP ） - 电视广告每 GRP 所 需花费金额。 千人收视成本（ CPM ） - 每到达 1000 个人所花费 的广告金额。

到达率 例： 1+ 到达率 = 第一次收视率 + 第二次收视率 - 重复收视率 spot 1spot 2

媒体的基本概念 接触频次（ Frequency ） - 在一定期间内，接触 广告的对象消费者的接触次数。 平均接触频次（ AF ） - 接触广告的对象消费者 中，平均每个人的接触次数。 有效接触频次 （ EF ） - 对消费者达到广告诉求 目的所需要的广告露出频率

平均频次 接触广告的对象消费者中，平均每个人的接触次 数。 2 x 3 x

平均频次 = 总收视点 / 到达率

例子 请观察下附投放排期 ; 目标受众 : 15 – 49 岁人群 ExampleTARPs Spot 1: 15 Spot 2: 20 Spot 3: 11 Spot 4: 30 Spot 5: 8 Spot 6:

例子 目标受众 : 15 – 49 岁人群 Total TARPs=110 Reach (1+)=64% Ave. Freq.=1.7

到达率和到达频次的曲线 目标受众 : 15 – 49 岁人群 Reach (%) GRPs

为什么重要 ? 对于客户 : 评估广告的投放效率 对于策划 : 测算出达到最佳广告投放效率所 需的足够预算金额 对于购买 : 便于精确测算以达到最优化的媒 体购买行为

如何选择媒体 以提高品牌知名度为目的： 高到达率 广告的持续性 以提高品牌认知度为目的： 高的有效到达频率频次 提高 CPRP

以实例介绍媒介工作 可口可乐 Vs. 百事可乐在中国 品牌背景： 可口可乐形象为传统型，进入中国较早 百事可乐形象为时尚型，进入中国较迟 地域影响： 从北至南市场占有率可口可乐由强至弱，而百 事可乐由弱至强。由市场背景影响。 可口可乐 / 百事可乐，在北京： 8/2 ；在上海： 5/5 ；在广州： 2/8 导致通路状况各异

以实例介绍媒介工作 可口可乐 Vs. 百事可乐在中国 投放效果： 在相应市场的弱势品牌必须保持的，有竞争力 度的广告，才能维持现有市场，并有少量拓展 如强势品牌以相同力度投放，市场将轻易收回 必须策划和执行一些活动配合广告投放，效果 才能显著 投放策略： 根据不同的品牌背景购买相应的媒体、节目 在相应市场的弱势品牌必须掌握投放的提前量 依据自身的市场现状合理调配投放，不要无谓 的浪费资源