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Basic Measurements and
     Calculations
     Media Planning - LECTURE 5




Sunday, 27 December 2009
Radio Commercial


Sunday, 27 December 2009
Radio Commercial


Sunday, 27 December 2009
Radio Commercial


Sunday, 27 December 2009
Radio Commercial


Sunday, 27 December 2009
Radio Commercial


Sunday, 27 December 2009
How Media Vehicles are
                  Measured
                           1. General Principle




Sunday, 27 December ...
General Principle

         Most media audiences are measured through sample
          surveys (          ), using data a...
Reasons for measuring sample
  instead of entire audience


Sunday, 27 December 2009
Reasons
         Lower Cost (        ) – survey are expensive to be
          carried out. The smaller number of sample, ...
Reasons
         Lower Cost (        ) – survey are expensive to be
          carried out. The smaller number of sample, ...
Reasons
         Lower Cost (        ) – survey are expensive to be
          carried out. The smaller number of sample, ...
Television and Radio


Sunday, 27 December 2009
Television and Radio

         Homes are sampled and installed a measurement
          device called people meter (      ...
Television and Radio

         The shortcoming (     ) is that it records only the
          times the TV channel button ...
Magazines and
     Newspapers


Sunday, 27 December 2009
Recent Reading
     (for magazine)


Sunday, 27 December 2009
 Interviewees are presented with 200 logos of
       magazines and asked if they have been read
       within the last 6 ...
 Out of 12-15 magazines that are read with 6
       months, they are asked if the publications
       have been read with...
 The demographics of the positive
       respondents will be recorded and left with a
       detailed questionnaires.



...
 The questionnaires are picked up several
       weeks later




                                 21

Sunday, 27 December...
Advantages:
      Rapid information for a large number of
       magazines (                           )




            ...
Advantages:
      Rapid information for a large number of
       magazines (                           )

      Reliabil...
Disadvantages:
      Confusion (     )about the magazine read by
       recognizing the logo.




                       ...
Disadvantages:
      Confusion (     )about the magazine read by
       recognizing the logo.

      Costly (      ) bec...
Frequency of Reading
     (for magazine)


Sunday, 27 December 2009
 Interviewees are shown with a list of
       magazine logo.


                                Logo




                 ...
 They are asked for each magazine the
       number of copies read out of the last four
       issues, i.e. one out of fo...
Advantages:
      Most commonly used and facilitates (   )
       comparison.




                                29

Sun...
Advantages:
      Most commonly used and facilitates (       )
       comparison.

      Less expensive because the surv...
Disadvantages:
      Limited to 50 magazines because of fatigue
       (    ).




                                 31

S...
Disadvantages:
      Limited to 50 magazines because of fatigue
       (    ).

      Inaccuracy (     ) due to difficul...
Frequency of Reading
     (for magazine)
     Additional Information

Sunday, 27 December 2009
(Frequency of reading)



     

                       4        3
                                        4            1...
Yesterday Reading
     (for newspaper)


Sunday, 27 December 2009
Yesterday Reading

         Interviewees are sampled

         They are asked which newspapers are read
          yester...
Yesterday Reading

         The interview is rather short because relatively few
          newspapers are read in any giv...
38

Sunday, 27 December 2009
Internet


Sunday, 27 December 2009
Internet


Sunday, 27 December 2009
Internet

         The most widely used service is Nielsen’s NetRating.
          It installs software on the sampled ind...
Internet

         The most widely used service is Nielsen’s NetRating.
          It installs software on the sampled ind...
Internet

         The most widely used service is Nielsen’s NetRating.
          It installs software on the sampled ind...
Internet

         The most widely used service is Nielsen’s NetRating.
          It installs software on the sampled ind...
Internet

         The most widely used service is Nielsen’s NetRating.
          It installs software on the sampled ind...
Internet

         The most widely used service is Nielsen’s NetRating.
          It installs software on the sampled ind...
47

Sunday, 27 December 2009
Internet

         The advantages are that
          (1) the survey can be done automatically (      )
          without ...
Outdoor Advertising


Sunday, 27 December 2009
Outdoor Advertising

         Media sales would like this information for
          promoting the media to advertisers an...
51

Sunday, 27 December 2009
52

Sunday, 27 December 2009
Outdoor Advertising

         Media sales would like this information for
          promoting the media to advertisers an...
54

Sunday, 27 December 2009
55

Sunday, 27 December 2009
Outdoor Advertising

         Media sales would like this information for promoting
          the media to advertisers an...
How the Data Are Interpreted


Sunday, 27 December 2009
How the Data Are Interpreted

         Having obtained the responses from the surveyed
          sample, the results are ...
How the Data Are Interpreted

         Having obtained the responses from the surveyed
          sample, the results are ...
How the Data Are Interpreted

         Having obtained the responses from the surveyed
          sample, the results are ...
General Use of Measurements


Sunday, 27 December 2009
General Use of Measurements

         Media planners often want to know which media
          vehicles produce the right ...
General Use of Measurements

         Media planners often want to know which media
          vehicles produce the right ...
Comparative purposes

 To learn the demographics of product or brand users (
    )




                                  ...
Comparative purposes

 To learn the demographics of product or brand users (
    )




                                  ...
Comparative purposes

 To learn the demographics of product or brand users (
    )

 To learn the audience demographics ...
Comparative purposes

 To learn the demographics of product or brand users (
    )

 To learn the audience demographics ...
Comparative purposes

 To learn the demographics of product or brand users (
    )

 To learn the audience demographics ...
Comparative purposes

 To learn the demographics of product or brand users (
    )

 To learn the audience demographics ...
 Two concepts used by media planners in selecting
          the media vehicles:
             i. The vehicle that can reac...
The vehicle that can
             reach the largest
           number of prospects
            (highest coverage)
       (...
The vehicle that can
             reach the largest
           number of prospects
            (highest coverage)
       (...
The vehicle that can
             reach the largest
           number of prospects
            (highest coverage)
       (...
Syndicated and
     Proprietary research


Sunday, 27 December 2009
 Syndicated research (            ) is based on an
          industry assessment (       ) via a survey of the
          ...
 Syndicated research (            ) is based on an
          industry assessment (       ) via a survey of the
          ...
Syndicated Research




                             77

Sunday, 27 December 2009
NMR Media Index | Synovate Media Index
         | CSM Television Audience Measurement




                           78

S...
Proprietary Research

         Examples of proprietary research including those
          conducted for middle-class or w...
PR media coverage




                               80

Sunday, 27 December 2009
81

Sunday, 27 December 2009
82

Sunday, 27 December 2009
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  1. 1. Basic Measurements and Calculations Media Planning - LECTURE 5 Sunday, 27 December 2009
  2. 2. Radio Commercial Sunday, 27 December 2009
  3. 3. Radio Commercial Sunday, 27 December 2009
  4. 4. Radio Commercial Sunday, 27 December 2009
  5. 5. Radio Commercial Sunday, 27 December 2009
  6. 6. Radio Commercial Sunday, 27 December 2009
  7. 7. How Media Vehicles are Measured 1. General Principle Sunday, 27 December 2009
  8. 8. General Principle  Most media audiences are measured through sample surveys ( ), using data about a small sample to infer ( ) larger universe’s exposure to a particular medium.  Sample sizes can vary from 200 to 26,000 individuals or homes. 8 Sunday, 27 December 2009
  9. 9. Reasons for measuring sample instead of entire audience Sunday, 27 December 2009
  10. 10. Reasons  Lower Cost ( ) – survey are expensive to be carried out. The smaller number of sample, the smaller the cost incurred ( ). 10 Sunday, 27 December 2009
  11. 11. Reasons  Lower Cost ( ) – survey are expensive to be carried out. The smaller number of sample, the smaller the cost incurred ( ).  Impossibility ( ) – survey for the entire audience is impossible to be carried out, e.g. to survey for the TV channel selections of all Hong Kong TV audience (about 7 millions) 11 Sunday, 27 December 2009
  12. 12. Reasons  Lower Cost ( ) – survey are expensive to be carried out. The smaller number of sample, the smaller the cost incurred ( ).  Impossibility ( ) – survey for the entire audience is impossible to be carried out, e.g. to survey for the TV channel selections of all Hong Kong TV audience (about 6 millions)  Unjustified Efforts ( ) – even the entire audience can be measured, the improvement of accuracy ( ) is not justified by the huge amount of time, efforts and costs paid. 12 Sunday, 27 December 2009
  13. 13. Television and Radio Sunday, 27 December 2009
  14. 14. Television and Radio  Homes are sampled and installed a measurement device called people meter ( ) by the research company, e.g. AC Nielsen (HK - SRG ).  It records when a particular TV or radio channel is being selected during the survey period. 14 Sunday, 27 December 2009
  15. 15. Television and Radio  The shortcoming ( ) is that it records only the times the TV channel button is pressed.  It cannot tell whether the audience is watching the TV channel, not to mention if they will pay attention to the TV program or TV commercials. 15 Sunday, 27 December 2009
  16. 16. Magazines and Newspapers Sunday, 27 December 2009
  17. 17. Recent Reading (for magazine) Sunday, 27 December 2009
  18. 18.  Interviewees are presented with 200 logos of magazines and asked if they have been read within the last 6 months. 200 着 18 Sunday, 27 December 2009
  19. 19.  Out of 12-15 magazines that are read with 6 months, they are asked if the publications have been read within a specific period, e.g. the last month, week, or others. 6 12-15 ( )内 “ ” 19 Sunday, 27 December 2009
  20. 20.  The demographics of the positive respondents will be recorded and left with a detailed questionnaires. 20 Sunday, 27 December 2009
  21. 21.  The questionnaires are picked up several weeks later 21 Sunday, 27 December 2009
  22. 22. Advantages:  Rapid information for a large number of magazines ( ) 22 Sunday, 27 December 2009
  23. 23. Advantages:  Rapid information for a large number of magazines ( )  Reliability ( ) proven for more than 20 years ( ) 23 Sunday, 27 December 2009
  24. 24. Disadvantages:  Confusion ( )about the magazine read by recognizing the logo. 24 Sunday, 27 December 2009
  25. 25. Disadvantages:  Confusion ( )about the magazine read by recognizing the logo.  Costly ( ) because the survey must be administered in person instead of mailing. 25 Sunday, 27 December 2009
  26. 26. Frequency of Reading (for magazine) Sunday, 27 December 2009
  27. 27.  Interviewees are shown with a list of magazine logo. Logo 27 Sunday, 27 December 2009
  28. 28.  They are asked for each magazine the number of copies read out of the last four issues, i.e. one out of four, two out of four, and so on. 28 Sunday, 27 December 2009
  29. 29. Advantages:  Most commonly used and facilitates ( ) comparison. 29 Sunday, 27 December 2009
  30. 30. Advantages:  Most commonly used and facilitates ( ) comparison.  Less expensive because the survey can be conducted through the mail. 30 Sunday, 27 December 2009
  31. 31. Disadvantages:  Limited to 50 magazines because of fatigue ( ). 31 Sunday, 27 December 2009
  32. 32. Disadvantages:  Limited to 50 magazines because of fatigue ( ).  Inaccuracy ( ) due to difficulty in remembrance of the exact number of copies. 32 Sunday, 27 December 2009
  33. 33. Frequency of Reading (for magazine) Additional Information Sunday, 27 December 2009
  34. 34. (Frequency of reading)  4 3 4 1 4 1  Loyal readers Quite often readers Occasional readers 34 Sunday, 27 December 2009
  35. 35. Yesterday Reading (for newspaper) Sunday, 27 December 2009
  36. 36. Yesterday Reading  Interviewees are sampled  They are asked which newspapers are read yesterday. 36 Sunday, 27 December 2009
  37. 37. Yesterday Reading  The interview is rather short because relatively few newspapers are read in any given time and market. 37 Sunday, 27 December 2009
  38. 38. 38 Sunday, 27 December 2009
  39. 39. Internet Sunday, 27 December 2009
  40. 40. Internet Sunday, 27 December 2009
  41. 41. Internet  The most widely used service is Nielsen’s NetRating. It installs software on the sampled individual’s computer to record: 41 Sunday, 27 December 2009
  42. 42. Internet  The most widely used service is Nielsen’s NetRating. It installs software on the sampled individual’s computer to record:  Which sites are visited? 42 Sunday, 27 December 2009
  43. 43. Internet  The most widely used service is Nielsen’s NetRating. It installs software on the sampled individual’s computer to record:  Which sites are visited?  How many unique visitors ( Unique Visitor) to the site? 43 Sunday, 27 December 2009
  44. 44. Internet  The most widely used service is Nielsen’s NetRating. It installs software on the sampled individual’s computer to record:  Which sites are visited?  How many unique visitors to the site?  How long they stay on each page? 44 Sunday, 27 December 2009
  45. 45. Internet  The most widely used service is Nielsen’s NetRating. It installs software on the sampled individual’s computer to record:  Which sites are visited?  How many unique visitors to the site?  How long they stay on each page?  How deeply (in terms of no. of pages) they go into the site? 45 Sunday, 27 December 2009
  46. 46. Internet  The most widely used service is Nielsen’s NetRating. It installs software on the sampled individual’s computer to record:  Which sites are visited?  How many unique visitors to the site?  How long they stay on each page?  How deeply (in terms of no. of pages) they go into the site?  How many times they return? 46 Sunday, 27 December 2009
  47. 47. 47 Sunday, 27 December 2009
  48. 48. Internet  The advantages are that (1) the survey can be done automatically ( ) without relying on the respondents’ memories and hence (2) the number of sites for survey can be much more within a period. 48 Sunday, 27 December 2009
  49. 49. Outdoor Advertising Sunday, 27 December 2009
  50. 50. Outdoor Advertising  Media sales would like this information for promoting the media to advertisers and advertising agencies. They may conduct survey by themselves [(i) & (ii) below] or obtain secondary research data [(iii) below]: i. No. of pedestrians ( ) passing the spot, e.g. for the large TV Billboard at the junction near Sogo Department Store. 50 Sunday, 27 December 2009
  51. 51. 51 Sunday, 27 December 2009
  52. 52. 52 Sunday, 27 December 2009
  53. 53. Outdoor Advertising  Media sales would like this information for promoting the media to advertisers and advertising agencies. They may conduct survey by themselves [(i) & (ii) below] or obtain secondary research data [(iii) below]: i. No. of pedestrians ( ) passing the spot, e.g. for the large TV Billboard at the junction near Sogo Department Store. ii. No. of vehicles passing the spot, e.g. for the billboard advertisement at the entrance of Cross Harbour Tunnel. 53 Sunday, 27 December 2009
  54. 54. 54 Sunday, 27 December 2009
  55. 55. 55 Sunday, 27 December 2009
  56. 56. Outdoor Advertising  Media sales would like this information for promoting the media to advertisers and advertising agencies. They may conduct survey by themselves [(i) & (ii) below] or obtain secondary research data [(iii) below]: i. No. of pedestrians ( ) passing the spot, e.g. for the large TV Billboard at the junction near Sogo Department Store. ii. No. of vehicles passing the spot, e.g. for the billboard advertisement at the entrance of Cross Harbour Tunnel. iii. No. of ticket sales, e.g. for the billboard advertisements at Hong Kong Coliseum ( ). 56 Sunday, 27 December 2009
  57. 57. How the Data Are Interpreted Sunday, 27 December 2009
  58. 58. How the Data Are Interpreted  Having obtained the responses from the surveyed sample, the results are projected by simple multiplication to reflect the situation of the geographic area. 58 Sunday, 27 December 2009
  59. 59. How the Data Are Interpreted  Having obtained the responses from the surveyed sample, the results are projected by simple multiplication to reflect the situation of the geographic area. 59 Sunday, 27 December 2009
  60. 60. How the Data Are Interpreted  Having obtained the responses from the surveyed sample, the results are projected by simple multiplication to reflect the situation of the geographic area.  For example, suppose 35% of the surveyed sample watched a particular TV program on TVB Jade (i.e. rating point = 35), the number of audience for that TV program is calculated by:  35/100 * 6,500,000 =2,275,000 (Number of TV audience = 6,500,000) 60 Sunday, 27 December 2009
  61. 61. General Use of Measurements Sunday, 27 December 2009
  62. 62. General Use of Measurements  Media planners often want to know which media vehicles produce the right targets, instead of exact figures about the audience projected by the measurements. media planner 62 Sunday, 27 December 2009
  63. 63. General Use of Measurements  Media planners often want to know which media vehicles produce the right targets, instead of exact figures about the audience projected by the measurements.  They use audience measurement and product usage data for the following comparative purposes: media planner 63 Sunday, 27 December 2009
  64. 64. Comparative purposes  To learn the demographics of product or brand users ( ) 64 Sunday, 27 December 2009
  65. 65. Comparative purposes  To learn the demographics of product or brand users ( ) 65 Sunday, 27 December 2009
  66. 66. Comparative purposes  To learn the demographics of product or brand users ( )  To learn the audience demographics of various kinds of media vehicles – who reads, sees, or hears the vehicles ( - D ) 66 Sunday, 27 December 2009
  67. 67. Comparative purposes  To learn the demographics of product or brand users ( )  To learn the audience demographics of various kinds of media vehicles – who reads, sees, or hears the vehicles ( - D )  To learn the way purchasers use a product or brand (How many are heavy, medium, or light users?) ( / ) 67 Sunday, 27 December 2009
  68. 68. Comparative purposes  To learn the demographics of product or brand users ( )  To learn the audience demographics of various kinds of media vehicles – who reads, sees, or hears the vehicles ( - D )  To learn the way purchasers use a product or brand (How many are heavy, medium, or light users?) ( / )  To learn whether audience members of a particular media vehicle are heavy, medium , or light users of the products ( / ) 68 Sunday, 27 December 2009
  69. 69. Comparative purposes  To learn the demographics of product or brand users ( )  To learn the audience demographics of various kinds of media vehicles – who reads, sees, or hears the vehicles ( - D )  To learn the way purchasers use a product or brand (How many are heavy, medium, or light users?) ( / )  To learn whether audience members of a particular media vehicle are heavy, medium , or light users of the products ( / )  To learn how many people were exposed to vehicles. ( ) 69 Sunday, 27 December 2009
  70. 70.  Two concepts used by media planners in selecting the media vehicles: i. The vehicle that can reach the largest number of prospects (highest coverage) ( ) ii. The vehicle that can reach the fewer number of but more concentrated prospects. (highest composition) ( - ) 70 Sunday, 27 December 2009
  71. 71. The vehicle that can reach the largest number of prospects (highest coverage) ( ) The vehicle that can reach the fewer number of but more concentrated prospects. (highest composition) ( - ) 71 Sunday, 27 December 2009
  72. 72. The vehicle that can reach the largest number of prospects (highest coverage) ( ) The vehicle that can reach the fewer number of but more concentrated prospects. (highest composition) ( - ) 72 Sunday, 27 December 2009
  73. 73. The vehicle that can reach the largest number of prospects (highest coverage) ( ) The vehicle that can reach the fewer number of but more concentrated prospects. (highest composition) ( - ) 73 Sunday, 27 December 2009
  74. 74. Syndicated and Proprietary research Sunday, 27 December 2009
  75. 75.  Syndicated research ( ) is based on an industry assessment ( ) via a survey of the customers in that sector. ( ) 75 Sunday, 27 December 2009
  76. 76.  Syndicated research ( ) is based on an industry assessment ( ) via a survey of the customers in that sector. ( )  Proprietary research ( ) conducts custom research and customer satisfaction measurement and tracking for individual companies. ( ) 76 Sunday, 27 December 2009
  77. 77. Syndicated Research 77 Sunday, 27 December 2009
  78. 78. NMR Media Index | Synovate Media Index | CSM Television Audience Measurement 78 Sunday, 27 December 2009
  79. 79. Proprietary Research  Examples of proprietary research including those conducted for middle-class or women spending habit (by market research company), PR media coverage (by PR agency), general consumer product testing (by Consumer Council, HKSAR) etc. 79 Sunday, 27 December 2009
  80. 80. PR media coverage 80 Sunday, 27 December 2009
  81. 81. 81 Sunday, 27 December 2009
  82. 82. 82 Sunday, 27 December 2009

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