文档介绍：OverallMediaProcess 媒介简报June21,2002Tableofcontents 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Spot1Spot2Duplicationofspot1&2Recapofbasicmediaterminology 媒介用词Reachexample到达率REACHRecapofbasicmediaterminology 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