Media terminology

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Media terminology

  1. 1. Media Terminology Basics
  2. 2. Contents Target Audience & Quick Quiz Universe How TV Ratings are TV Measured – Ratings Print Media – GRPs – Key terminology – Coverage (Reach) Advantages & – Average Frequency disadvantages by media – Cost per GRP – CPT – Frequency Distribution – Effective Reach
  3. 3. Introductory Terms
  4. 4. Introductory TermsTARGET AUDIENCEDefinition : The demographic group that has been identified as the key consumer group for the brand. All marketing/advertising activity is concentrated on reaching/appealing to this group.
  5. 5. Introductory TermsTARGET AUDIENCEDefinition : The demographic group that has been identified as the key consumer group for the brand. All marketing/advertising activity is concentrated on reaching/appealing to this group.In Practice : The Nice n’Easy target audience is 16-60 year old Women. The Mama Sustagen target audience is Women aged 18-40 yrs.
  6. 6. Introductory TermsTARGET AUDIENCEDefinition : The demographic group that has been identified as the key consumer group for the brand. All marketing/advertising activity is concentrated on reaching/appealing to this group.In Practice : The Nice n’Easy target audience is 16-60 year old Women. The Mama Sustagen target audience is Women aged 18-40 yrs.UNIVERSEDefinition : The actual number of individuals within the defined target audience.
  7. 7. Introductory TermsTARGET AUDIENCEDefinition : The demographic group that has been identified as the key consumer group for the brand. All marketing/advertising activity is concentrated on reaching/appealing to this group.In Practice : The Nice n’Easy target audience is 16-60 year old Women. The Mama Sustagen target audience is Women aged 18-40 yrs.UNIVERSEDefinition : The actual number of individuals within the defined target audience.In Practice : The 16-60 yr Women universe is 5,000,000.(Market X) The 18-40 yrs universe is 2,750,000.
  8. 8. Television
  9. 9. A Rating
  10. 10. A RatingDefinition : The percentage of the target audience who saw the programme/commercial 1 rating point = 1% of the target audience.Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating
  11. 11. A RatingDefinition : The percentage of the target audience who saw the programme/commercial 1 rating point = 1% of the target audience.Formula : Audience Achieved ÷ Defined Universe (x 100) = RatingIn Practice : 18-40 yrs Women watching Friends - 1,110,000 18-40 yrs Universe - 2,750,000 Rating - 40%
  12. 12. A RatingDefinition : The percentage of the target audience who saw the programme/commercial 1 rating point = 1% of the target audience.Formula : Audience Achieved ÷ Defined Universe (x 100) = RatingIn Practice : 18-40 yrs Women watching Friends - 1,110,000 18-40 yrs Universe - 2,750,000 Rating - 40%Question: If 900,000 Housewives saw our commercial during“Dynasty” and the universe for Housewives is 3.6m, whatrating did we achieve?
  13. 13. A RatingDefinition : The percentage of the target audience who saw 25 the programme/commercial 1 rating point = 1% of the target audience.Formula : Audience Achieved ÷ Defined Universe (x 100) = RatingIn Practice : 18-40 yrs Women watching Friends - 1,100,000 18-40 yrs Universe - 2,750,000 Rating - 40%Question: If 900,000 Housewives saw our commercial during“Dynasty” and the universe for Housewives is 3.6m, whatrating did we achieve?
  14. 14. Gross Rating Points (GRP’s)
  15. 15. Gross Rating Points (GRP’s)Definition : The sum of all ratings achieved in a campaign. (Note : GRP levels are generally measured and reported on a 4 week basis.)
  16. 16. Gross Rating Points (GRP’s)Definition : The sum of all ratings achieved in a campaign. (Note : GRP levels are generally measured and reported on a 4 week basis.)In Practice : Our commercial appeared in the following programmes : Programme Rating Friends 32% Dynasty 21% Movie 18% Sport 24% News 15% 110% - 110 GRPs achieved (or 110% of defined universe)
  17. 17. Gross Rating Points (GRP’s)Definition : The sum of all ratings achieved in a campaign. (Note : GRP levels are generally measured and reported on a 4 week basis.)In Practice : Our commercial appeared in the following programmes : Programme Rating Friends 32% Dynasty 21% Movie 18% Sport 24% News 15% 110% - 110 GRPs achieved (or 110% of defined universe)Question:How many GRP’s would be achieved by a campaign with two spots in a movie (achieving 21% rating on one occasion & 25% rating on the other), a spot in Dynasty(achieving a 18% rating) & a spot in the News (achieving 16% rating)?
  18. 18. Gross Rating Points (GRP’s)Definition : The sum of all ratings achieved in a campaign. (Note : GRP levels are generally measured and 80 reported on a 4 week basis.)In Practice : Our commercial appeared in the following programmes : Programme Rating Friends 32% Dynasty 21% Movie 18% Sport 24% News 15% 110% - 110 GRPs achieved (or 110% of defined universe)Question:How many GRP’s would be achieved by a campaign with two spots in a movie (achieving 21% rating on one occasion & 25% rating on the other), a spot in Dynasty(achieving a 18% rating) & a spot in the News (achieving 16% rating)?
  19. 19. Coverage (Reach)
  20. 20. Coverage (Reach)Definition : The percentage of the target audience who saw the commercial at least once during a given campaign period.
  21. 21. Coverage (Reach)Definition : The percentage of the target audience who saw the commercial at least once during a given campaign period.In Practice : Programme Rating Unduplicated Reach Cumulative Reach Friends 32 32 32 Dynasty 21 11 43 Movie 18 9 52 Sport 24 7 59 News 15 4 63 110 GRPs 63% 63% Reach
  22. 22. Coverage (Reach)Definition : The percentage of the target audience who saw the commercial at least once during a given campaign period.In Practice : Programme Rating Unduplicated Reach Cumulative Reach Friends 32 32 32 Dynasty 21 11 43 Movie 18 9 52 Sport 24 7 59 News 15 4 63 110 GRPs 63% 63% ReachQuestion:If we did not have the News on the above schedule, how many GRPs and what Reach would this campaign achieve?
  23. 23. Coverage (Reach)Definition : The percentage of the target audience who saw GRPs -95 the commercial at least once during a given campaign period.In Practice : Programme Rating Unduplicated Reach Cumulative Reach Friends 32 32 32 Dynasty 21 11 43 Movie 18 9 52 Reach -59% Sport 24 7 59 News 15 4 63 110 GRPs 63% 63% ReachQuestion:If we did not have the News on the above schedule, how many GRPs and what Reach would this campaign achieve?
  24. 24. Average Frequency
  25. 25. Average FrequencyDefinition : The number of times, on average, the audience reached sees the commercial during a given period.Formula : Average Frequency = Total GRPs ÷ Reach or GRPs = Reach x Average Frequency
  26. 26. Average FrequencyDefinition : The number of times, on average, the audience reached sees the commercial during a given period.Formula : Average Frequency = Total GRPs ÷ Reach or GRPs = Reach x Average FrequencyIn Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period.
  27. 27. Average FrequencyDefinition : The number of times, on average, the audience reached sees the commercial during a given period.Formula : Average Frequency = Total GRPs ÷ Reach or GRPs = Reach x Average FrequencyIn Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period.Question:350 GRPs and 7.0 Av Frequency = ? % Reach 80% Reach and 5.0 Av Frequency = ? GRPs 400 GRPs and 80% Reach = ? Av Frequency 300 GRPs and 55% Reach = ? Av Frequency 350 GRPs and 60% Reach = ? Av Frequency
  28. 28. Average FrequencyDefinition : The number of times, on average, the audience reached sees the commercial during a given period. 50Formula : Average Frequency = Total GRPs ÷ Reach or GRPs = Reach x Average FrequencyIn Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period.Question:350 GRPs and 7.0 Av Frequency = ? % Reach 80% Reach and 5.0 Av Frequency = ? GRPs 400 GRPs and 80% Reach = ? Av Frequency 300 GRPs and 55% Reach = ? Av Frequency 350 GRPs and 60% Reach = ? Av Frequency
  29. 29. Average FrequencyDefinition : The number of times, on average, the audience reached sees the commercial during a given period. 400Formula : Average Frequency = Total GRPs ÷ Reach or GRPs = Reach x Average FrequencyIn Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period.Question:350 GRPs and 7.0 Av Frequency = ? % Reach 50 80% Reach and 5.0 Av Frequency = ? GRPs 400 GRPs and 80% Reach = ? Av Frequency 300 GRPs and 55% Reach = ? Av Frequency 350 GRPs and 60% Reach = ? Av Frequency
  30. 30. Average FrequencyDefinition : The number of times, on average, the audience reached sees the commercial during a given period. 5.0Formula : Average Frequency = Total GRPs ÷ Reach or GRPs = Reach x Average FrequencyIn Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period.Question:350 GRPs and 7.0 Av Frequency = ? % Reach 50 80% Reach and 5.0 Av Frequency = ? GRPs 400 400 GRPs and 80% Reach = ? Av Frequency 300 GRPs and 55% Reach = ? Av Frequency 350 GRPs and 60% Reach = ? Av Frequency
  31. 31. Average FrequencyDefinition : The number of times, on average, the audience reached sees the commercial during a given period. 5.45Formula : Average Frequency = Total GRPs ÷ Reach or GRPs = Reach x Average FrequencyIn Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period.Question:350 GRPs and 7.0 Av Frequency = ? % Reach 50 80% Reach and 5.0 Av Frequency = ? GRPs 400 400 GRPs and 80% Reach = ? Av Frequency 5 300 GRPs and 55% Reach = ? Av Frequency 350 GRPs and 60% Reach = ? Av Frequency
  32. 32. Average FrequencyDefinition : The number of times, on average, the audience reached sees the commercial during a given period. 5.83Formula : Average Frequency = Total GRPs ÷ Reach or GRPs = Reach x Average FrequencyIn Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period.Question:350 GRPs and 7.0 Av Frequency = ? % Reach 50 80% Reach and 5.0 Av Frequency = ? GRPs 400 400 GRPs and 80% Reach = ? Av Frequency 5 300 GRPs and 55% Reach = ? Av Frequency 5.45 350 GRPs and 60% Reach = ? Av Frequency
  33. 33. Cost Per GRP
  34. 34. Cost Per GRPDefinition : The cost of buying one rating point.Formula : Cost ÷ GRPs = Cost per GRP
  35. 35. Cost Per GRPDefinition : The cost of buying one rating point.Formula : Cost ÷ GRPs = Cost per GRPIn Practice : $220,000 ÷ 55 GRPs = $400 cost per GRP
  36. 36. Cost Per GRPDefinition : The cost of buying one rating point.Formula : Cost ÷ GRPs = Cost per GRPIn Practice : $220,000 ÷ 55 GRPs = $400 cost per GRPQuestion: If your cost per GRP was $475 and your budget was $237,500 for the month, how many GRPs would you expect to buy?
  37. 37. Cost Per GRPDefinition : The cost of buying one rating point. 500Formula : Cost ÷ GRPs = Cost per GRPIn Practice : $220,000 ÷ 55 GRPs = $400 cost per GRPQuestion: If your cost per GRP was $475 and your budget was $237,500 for the month, how many GRPs would you expect to buy?
  38. 38. Cost Per Thousand (CPT)
  39. 39. Cost Per Thousand (CPT)Definition : The cost of reaching 1000 individuals within the campaign target audience.Formula : Cost GRPs (÷ 100) x Universe x 1000 = CPT
  40. 40. Cost Per Thousand (CPT)Definition : The cost of reaching 1000 individuals within the campaign target audience.Formula : Cost GRPs (÷ 100) x Universe x 1000 = CPTIn Practice : $24,750 cost; 110 GRPs; 5,000,000 Universe 24,750 1.1 x 5,000,000 x 1000 = $4.50 CPT
  41. 41. Cost Per Thousand (CPT)Definition : The cost of reaching 1000 individuals within the campaign target audience.Formula : Cost GRPs (÷ 100) x Universe x 1000 = CPTIn Practice : $24,750 cost; 110 GRPs; 5,000,000 Universe 24,750 1.1 x 5,000,000 x 1000 = $4.50 CPTQuestion: Work out the CPT given the following components : Universe 6,500,000 Campaign Cost $58,500 Eight spots on the schedule that achieved the following individual ratings : 23, 18, 24, 16, 9, 31, 17 and 12
  42. 42. Cost Per Thousand (CPT)Definition : The cost of reaching 1000 individuals within the campaign target audience. $6.00Formula : Cost GRPs (÷ 100) x UniverseIn Practice : $24,750 cost; 110 GRPs; 5,000,000 Universe 24,750 1.1 x 5,000,000Question: Work out the CPT given the following components : Universe 6,500,000 Campaign Cost $58,500 Eight spots on the schedule that achieved the following individual ratings : 23, 18, 24, 16, 9, 31, 17 and 12
  43. 43. Frequency Distribution
  44. 44. Frequency DistributionDefinition : The coverage delivered at actual frequency levels. Not to be confused with average frequency
  45. 45. Frequency DistributionDefinition : The coverage delivered at actual frequency levels. Not to be confused with average frequencyIn Practice : Frequency 1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ Reach% 63% 55% 44% 31% 23% 15% 11% 7% 70 60 Reach 50 % 40 30 20 10 0 1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ Frequency Distribution
  46. 46. Effective Reach
  47. 47. Effective ReachDefinition : The percentage of the target audience who have seen the commercial at the defined optimum frequency levels.
  48. 48. Effective ReachDefinition : The percentage of the target audience who have seen the commercial at the defined optimum frequency levels.In Practice : The optimum frequency level to achieve brand awareness may be 2+. The effective reach in the example below is therefore 55%.Frequency 1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ Reach% 63% 55% 44% 31% 23% 15% 11% 7% Frequency Distribution
  49. 49. Quiz Summary
  50. 50. Quiz SummaryThe following schedule was constructed against the target audience Housewives18-49 years. The universe for the target audience is 7,800,000 and the campaigncost is $110,000.Programme Rating Unduplicated Reach Cumulative ReachMusic Countdown 19 19 19Baywatch 14 11 30Movie 9 3 33Roseanne 13 7 40Dynasty 21 8 48L.A. Law 7 2 50Cheers 15 5 55Dallas 18 8 63 63 63%
  51. 51. Quiz Summary The following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is $110,000. Programme Rating Unduplicated Reach Cumulative Reach Music Countdown 19 19 19 Baywatch 14 11 30 Movie 9 3 33 Roseanne 13 7 40 Dynasty 21 8 48 L.A. Law 7 2 50 Cheers 15 5 55 Dallas 18 8 631) What GRP’s did this campaign achieve? 63 63%2) What is the Average Frequency?3) What is the cost per GRP?4) What is the CPT?5) If Dallas was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
  52. 52. Quiz SummaryThe following schedule was constructed against the target audience Housewives18-49 years. The universe for the target audience is 7,800,000 and the campaign 116cost is $110,000. Programme Rating Unduplicated Reach Cumulative Reach Music Countdown 19 19 19 Baywatch 14 11 30 Movie 9 3 33 Roseanne 13 7 40 Dynasty 21 8 48 L.A. Law 7 2 50 Cheers 15 5 55 Dallas 18 8 631) What GRP’s did this campaign achieve? 63 63%2) What is the Average Frequency?3) What is the cost per GRP?4) What is the CPT?5) If Dallas was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
  53. 53. Quiz Summary19+14+9+13+21+7+15+18 =116 GRPs
  54. 54. Quiz Summary The following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is $110,000. 1.84 Programme Rating Unduplicated Reach Cumulative Reach Music Countdown 19 19 19 Baywatch 14 11 30 Movie 9 3 33 Roseanne 13 7 40 Dynasty 21 8 48 L.A. Law 7 2 50 Cheers 15 5 55 Dallas 18 8 631) What GRP’s did this campaign achieve? 63 116 GRPs 63%2) What is the Average Frequency?3) What is the cost per GRP?4) What is the CPT?5) If Dallas was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
  55. 55. Quiz Summary 116/63 = 1.84
  56. 56. Quiz Summary The following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign $948 cost is $110,000. Programme Rating Unduplicated Reach Cumulative Reach Music Countdown 19 19 19 Baywatch 14 11 30 Movie 9 3 33 Roseanne 13 7 40 Dynasty 21 8 48 L.A. Law 7 2 50 Cheers 15 5 55 Dallas 18 8 631) What GRP’s did this campaign achieve? 63 116 GRPs 63%2) What is the Average Frequency? 1.843) What is the cost per GRP?4) What is the CPT?5) If Dallas was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
  57. 57. Quiz Summary$110,000/116 = $948
  58. 58. Quiz Summary The following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is $110,000.$12.16 Programme Rating Unduplicated Reach Cumulative Reach Music Countdown 19 19 19 Baywatch 14 11 30 Movie 9 3 33 Roseanne 13 7 40 Dynasty 21 8 48 L.A. Law 7 2 50 Cheers 15 5 55 Dallas 18 8 631) What GRP’s did this campaign achieve? 63 116 GRPs 63%2) What is the Average Frequency? 1.843) What is the cost per GRP? $9484) What is the CPT?5) If Dallas was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
  59. 59. Quiz Summary $110,000 x 1,000(116/100) x 7,800,000 =$12.16
  60. 60. Quiz Summary The following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign GRPs- 98 cost is $110,000. Programme Rating Unduplicated Reach Cumulative Reach Music Countdown 19 19 19 Baywatch 14 11 30 Movie 9 3 33 Roseanne 13 7 40 Dynasty 21 8 48 Reach-55% L.A. Law 7 2 50 Cheers 15 5 55 Dallas 18 8 631) What GRP’s did this campaign achieve? 63 116 GRPs 63%2) What is the Average Frequency? 1.843) What is the cost per GRP? $9484) What is the CPT? $12.165) If Dallas was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
  61. 61. Quiz Summary 116 - 18 = 98 GRPs 63 - 8 = 55%
  62. 62. How a TV Rating is measured .......
  63. 63. How a TV Rating is measured .......Using Peoplemeters:-
  64. 64. How a TV Rating is measured ....... Meter Using Peoplemeters:-Research Company * * * Research company determines representative sample * “Meters” installed * Individual householder details recorded * Householder “pushes button” when watching. Recorded as a viewer Handset * Data on-line to research company
  65. 65. How a TV Rating is measured ....... Using the Diary Method :-
  66. 66. How a TV Rating is measured ....... Using the Diary Method :- – Research company determines representative sample – Weekly diaries circulated – Panel members complete diary » Instructed to complete on a daily basis » Research company has no control over panel » Could be completed just prior to collection » Accuracy dependent upon memorising viewing habits – Diaries collected and processed by research company
  67. 67. Peoplemeter vs Diary
  68. 68. Peoplemeter vs Diary PEOPLE METER – Based on actual viewing – Push button technology » High degree of Accuracy » Minute by minute GRPs – Immediate Results » Ability to monitor new stations quickly – Guest Viewing Facility – On-line access providing cross tabulations » Increased targeting options » Reach & frequency data
  69. 69. Peoplemeter vs Diary PEOPLE METER DIARY – Based on actual viewing – Based on recalled viewing – Push button technology – Manual self completion » High degree of Accuracy » Less accurate » Minute by minute GRPs » 1/4 hour GRPs – Immediate Results – 2/3 week delay in reporting » Ability to monitor new results stations quickly – Panel viewing only – Guest Viewing Facility – Paper access only – On-line access providing cross – Delay in reporting new tabulations stations » Increased targeting options – Lack of targeting options » Reach & frequency data – Limited reach & frequency data
  70. 70. Transition from Diaries toPeoplemeters
  71. 71. Transition from Diaries toPeoplemeters Change should be made as soon as possible – Desirable to both advertisers & agencies » Greater accuracy » Facilitates reporting on new stations – Less desirable to broadcasters (especially monopolies) High costs involved – Broadcasters are unlikely to meet all of the costs Lobby broadcasters and research companies – Form partnerships with other advertisers Understand and question existing research – Demand to see questionnaire
  72. 72. Print Media
  73. 73. Newspapers / Magazines
  74. 74. Newspapers / MagazinesCirculationDefinitions : The number of copies each edition sells.In Practice : The Readers Digest has a circulation of 58,000 copies.
  75. 75. Newspapers / MagazinesCirculationDefinitions : The number of copies each edition sells.In Practice : The Readers Digest has a circulation of 58,000 copies.ReadershipDefinition : The total number of adult readers for each title.In Practice : The Readers Digest has a circulation of 58,000, but anaverage of 8.5 readers per copy. Total Readership = 8.5 x 58,000 = 493,000
  76. 76. Newspapers / MagazinesCirculationDefinitions : The number of copies each edition sells.In Practice : The Readers Digest has a circulation of 58,000 copies.ReadershipDefinition : The total number of adult readers for each title.In Practice : The Readers Digest has a circulation of 58,000, but anaverage of 8.5 readers per copy. Total Readership = 8.5 x 58,000 = 493,000CompositionDefinition : The number of readers per title who fall into our target audience - expressed as a percentage of the readership.In Practice : Readership - 493,000 : Composition of Housewife Readers 14% : Total Housewives reading Readers Digest = 493,000 x 14% = 69,020
  77. 77. A Rating
  78. 78. A RatingDefinition : The percentage of the target audience who saw the insertion.. 1 rating point = 1% of the target audience.Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating
  79. 79. A RatingDefinition : The percentage of the target audience who saw the insertion.. 1 rating point = 1% of the target audience.Formula : Audience Achieved ÷ Defined Universe (x 100) = RatingIn Practice : All Men reading S.China Morning Post - 750,000 All Men Universe - 3,000,000 Rating - 25%
  80. 80. A RatingDefinition : The percentage of the target audience who saw the insertion.. 1 rating point = 1% of the target audience.Formula : Audience Achieved ÷ Defined Universe (x 100) = RatingIn Practice : All Men reading S.China Morning Post - 750,000 All Men Universe - 3,000,000 Rating - 25%Question: If 550,000 Women saw our insertion in “The Straits Times” & the universe for Women is 1.5m, what rating did we achieve?
  81. 81. A RatingDefinition : The percentage of the target audience who saw the insertion.. 36 1 rating point = 1% of the target audience.Formula : Audience Achieved ÷ Defined Universe (x 100) = RatingIn Practice : All Men reading S.China Morning Post - 750,000 All Men Universe - 3,000,000 Rating - 25%Question: If 550,000 Women saw our insertion in “The Straits Times” & the universe for Women is 1.5m, what rating did we achieve?
  82. 82. Advantages & Disadvantages by Medium
  83. 83. Available media Television Print Radio Cinema Outdoor Direct Marketing/Mail ‘New’ Media Sponsorship
  84. 84. Television
  85. 85. Television Advantages – High impact » Dynamics of sight, sound & movement – High coverage – Swift coverage build – Low CPT – Powerful ‘sell in’ medium to the trade – Mass medium
  86. 86. Television Advantages Disadvantages – High impact – Difficult to target precisely » Dynamics of sight, » High wastage sound & movement – High production costs – High coverage – High capital cost – Swift coverage build – Low CPT – Powerful ‘sell in’ medium to the trade – Mass medium – Reliable research
  87. 87. Print
  88. 88. Print Advantages – Mass & niche targeting opportunities – Educational » Long copy facility – Lower capital cost – Longevity – Ad placement opportunities – Pass on readership
  89. 89. Print Advantages Disadvantages – Mass & niche targeting – Slow to build coverage opportunities – Variable reproduction – Educational quality » Long copy facility – Low impact – Lower capital cost – Lack of verified – Longevity circulation / variable – Ad placement opportunities research – Pass on readership
  90. 90. Radio
  91. 91. Radio Advantages – Skew towards desirable demographics » Housewives/young adults – Local market opportunities – High frequency – Low CPT – Low production costs » Minimise wearout with many executions
  92. 92. Radio Advantages Disadvantages – Skew towards desirable – Low impact demographics – Low coverage » Housewives/young – More difficult creative sell adults – Limited research – Local market opportunities – High frequency – Low CPT – Low production costs » Minimise wearout with many executions
  93. 93. Cinema
  94. 94. Cinema Advantages – Young profile – Captive audience – High impact – Ability to follow films – Local market flexibility
  95. 95. Cinema Advantages Disadvantages – Young profile – Very high production costs – Captive audience – Slow coverage build – High impact – Poor research – Ability to follow films – Local market flexibility
  96. 96. Outdoor
  97. 97. Outdoor Advantages – Good awareness builder » Brand advertising – High frequency – Local market opportunities – Tactical medium
  98. 98. Outdoor Advantages Disadvantages – Good awareness builder – Limited communication » Brand advertising – Massive wastage – High frequency – Little targetting – Local market opportunities sophistication – Tactical medium – High capital cost – Very limited research
  99. 99. Direct Marketing
  100. 100. Direct Marketing Advantages – One on one communication – Targeting precision – Detailed communication
  101. 101. Direct Marketing Advantages Disadvantages – One on one communication – One chance – Targeting precision – Hostility to unsolicited – Detailed communication approach – No pass on readership » Inserts in magazines
  102. 102. New media
  103. 103. New media Advantages – Young profile – At the cutting edge – Chance to obtain user information » Get to know the consumer – Detailed communication – Unsurpassed creative opportunity
  104. 104. New media Advantages Disadvantages – Young profile – Unproven – At the cutting edge – Low coverage – Chance to obtain user – User as editor information – Communication not » Get to know the advertising consumer – Detailed communication – Unsurpassed creative opportunity
  105. 105. Sponsorship
  106. 106. Sponsorship Advantages – Inherit sponsorship vehicles attributes – Creative association/ opportunities with sponsorship vehicle – Promotional competition associations – Build data through sponsorship
  107. 107. Sponsorship Advantages Disadvantages – Inherit sponsorship vehicles – Limited creative attributes communication – Creative association/ – Long term investment opportunities with needed to obtain maximum sponsorship vehicle benefit – Promotional competition – Limited research associations – Build data through sponsorship
  108. 108. Creative Media Placement Topping & Tailing Repeat spots Consecutive pages Editorial linkage Teasers ‘Roadblocking’ ‘Stand Out’ sizes Finding a new medium

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