文档介绍：Tableofcontents municationplanbeginwithmediabriefHowtodetermineobjectiveandstrategyMediaselectionandmixHowtoutilisethemediadata 总结一些主要媒介用词媒介的角色由媒介的提示开始怎样决定媒介目标及策略媒介选择及组合怎样有效利用媒介资料Recapofbasicmediaterminology 媒介用词TargetAudienceRatingPoint(TARPsorTVR)example 400,000targetaudiencewatchedtheTVC 1,687,000totaltargetpopulation = 媒介用词GrossRatingPoints(GRPs)isthesummationofTARPsofaspecifiedcampaignthenumberoftargetaudienceimpactsgeneratedbyadefinedburstofadvertisingexpressedasapercentageofthetargetaudienceuniverse毛收视点是目标受众收视点的总和Recapofbasicmediaterminology 媒介用词AverageFrequencyexampleAone-weekschedulewith144GRPs&61%reach,theaveragefrequencyis: 144GRPs ------------ = 61%Reach平均收看频次Recapofbasicmediaterminology 媒介用词CPRP(CostPerRatingPoint)Thecostrequiredtoreachonepercentofthetargetaudience每收视点的价值Recapofbasicmediaterminology 媒介用词CPM(Costperthousand)Thecostrequiredtoreacheachthousandoftargetaudience每千人的价值Promotion促销Price价格FourP’sinmarketingprocess 市场策略的4个PProduct产品Place地点Theroleofadvertisinginthemarketingprocess 广告担当的角色MarketingMix:FourP’s i. TheProduct ii. ThePriceofthatproduct iii. ThePlacewheretheproductwouldbesold iv. ThePromotionactivitiesthatwillfacilitateor induceaconsumertobuytheproduct i. 产品 ii. 价格 iii. 销售渠道 iv. 广告及推广Theroleofmediaintheadvertisingprocess 媒介担当的角色MediaisequallyimportantthecreativeifnotmorethanThegreatestcreativecopyneedsarightmediavehicletodelivertotherightpeople,attherighttime,attherightlevel跟广告创意同等地位广告创意的传达,有赖正确的渠道,目标受众及有效频次和适当时间。