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Bài Elite assignment
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OVERALL MEDIA UNDERSTANDING &
MEDIA PLANNING
HIEU HIEU
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
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
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
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
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
• 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
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