Ym2 assignment 9.1 - an - tien

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Ym2 assignment 9.1 - an - tien

  1. 1. ASSIGNMENT 8.1 - MEDIA
  2. 2. 1 Rating Media basics 1 rating point = 1% given target Target Is the Percentage of the Audience within target target audience exposed to a media channel at a given moment Total audience
  3. 3. 1 Media basics Gross rating point Sum of audience sizes for more than 1 ad/program GRP
  4. 4. 1 Reach Media basics Percentage of target audience exposed to an advertising schedule at least once
  5. 5. 1 Media basics The average number of times that each person is exposed to a brand’s ad campaign or schedule Frequency
  6. 6. 1 CPRP Media basics 1 rating point = 1% given target Programme total cost Cost for one rating point using a specific programme or channel programme rating or GRP
  7. 7. Example Nescafe cùng trò chuyện integrated media campaign
  8. 8. Example: Nescafe cùng trò chuyện – integrated media campaign TA: Vietnamese youngster, urban, 18-30 Rating of a spot on Gio vang phim Viet, VTV 3 Gio vang phim viet spot Audience = Audience in Nescafe target = 12.000.000 6.400.000 Total target (Vietnamese youngster, urban, 18-30) 16.000.000 Target rating of a spot on Gio vang phim Viet, VTV3 = 6.400.000/16.000.000 =40% = 4/10
  9. 9. Nescafe cung tro chuyen also book 3 spots on Cap doi hoan hao (rating 9) 2 spot on Thu thach cung buoc nhay(rating 6) 3 spot on Vietnam Idol (rating 10) Media schedule for brand Nescafe cung tro chuyen Chan. Cap doi hoan hao Chan. Thu thach cung buoc nhay Chan. Vietnam Idol Chan. Phim viet gio vang Rating 9 6 10 4 spots 3 2 3 2 Total GRP for Nescafe = 14+12+30+4= 77 GRP 27 12 30 8
  10. 10. REACH Target audience = 16.000.000 Nescafe cùng trò chuyện campaign achieves 55% reach in 3 months 55% of the target have seen the commercial at least once 8.800.000 of the target have seen the commercial at least once
  11. 11. Average Frequency of 1.4+ means that, on an average, every person reached has seen the commercial of Nescafe cung tro chuyen 1.4 times. This is an average, which means that some people will have seen the commercial more 1.4 times, and some less 1.4 times. GRPs = reach x frequency 77 = 55 x 1.4 Nescafe cùng trò chuyện afford 77 GRPs on TV, so it has an 55% reach with avg 1.4 Freq
  12. 12. CPRP Nescafe cung tro chuyen rating Ratecards 30s CPRP Gio vang phim Viet 4 50.000.000 12.500.000 Thu thach cung buoc nhay 6 80.000.000 13.333.333 Cap doi hoan hao 9 150.000.000 16.666.666 Vietnam Idol 10 170.000.000 17.000.000
  13. 13. Media Evaluation Media Objectives Budget Reach and Synergy in efficiency Frequency channel mix Position against competitive bench mark

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