O documento discute conceitos fundamentais de propaganda e mídia, como:
1) A lei que regulamenta a profissão de agenciador de propaganda e a comissão que regulamenta a lei;
2) As funções das agências de propaganda, como atendimento, criação, mídia e comunicação mercadológica;
3) Conceitos estratégicos de mídia como público-alvo, alcance, frequência, cobertura geográfica e auditoria.
This document provides an overview of programmatic advertising, including:
- It involves automated decision making in real-time bidding on digital ad space using data to match the right ads with the right audiences.
- Data from various sources is used to target ads to consumers based on demographics, interests, and past behaviors.
- The real-time bidding process happens in fractions of a second when a web page loads to display the winning advertiser's ad.
O documento discute conceitos relacionados à medição de audiência em mídia, como GRP (Gross Rating Points), TARP (Target Audience Rating Points), REACH e OVERLAPING. Explica como esses indicadores medem a exposição do público-alvo a mensagens publicitárias veiculadas em diferentes veículos de mídia.
O documento explica a técnica do GRP, que permite quantificar o alcance e frequência média de uma programação de TV. O GRP representa um ponto percentual da audiência e é calculado somando a audiência de cada programa multiplicada pelas inserções do comercial. Essa técnica revolucionou o planejamento de mídia ao possibilitar a avaliação dos resultados de uma campanha.
1) O documento apresenta conceitos básicos sobre indicadores de audiência e eficiência de mídia, incluindo definições de universo, público-alvo, perfil, audiência, GRP, penetração e cobertura.
2) São descritos os dados demográficos e psicográficos utilizados para caracterizar o perfil do público-alvo.
3) São explicados os cálculos de custo por ponto (CPP) e custo por mil (CPM) para avaliar a eficiência dos veículos de mídia.
This document defines key media terminology used to measure audience reach and engagement. It explains concepts like universe, reach, gross reach, net reach, opportunities to see, ratings, share of voice, and media weights. Reach refers to the number of people exposed, while ratings consider both reach and time spent viewing. Gross and net reach differentiate counting audiences multiple times.
O documento define e explica conceitos fundamentais de mídia, como audiência, penetração, perfil, GRP, TRP e como medir a eficiência de uma programação de mídia. Explica como calcular a audiência, participação, afinidade e frequência média de exposição para avaliar o desempenho de veículos e programas.
Wilson Sastra is an experienced digital marketer with skills in paid ads, analytics tools, social media, CMS, CRM and SEO. He has professional experience as a marketing specialist and intern. His education includes an intensive online digital marketing program and studying law. Notable projects include Facebook and Google ads campaigns that met objectives, generated leads, and won competitions. Wilson provides his contact information and invites collaboration.
O documento discute conceitos fundamentais de propaganda e mídia, como:
1) A lei que regulamenta a profissão de agenciador de propaganda e a comissão que regulamenta a lei;
2) As funções das agências de propaganda, como atendimento, criação, mídia e comunicação mercadológica;
3) Conceitos estratégicos de mídia como público-alvo, alcance, frequência, cobertura geográfica e auditoria.
This document provides an overview of programmatic advertising, including:
- It involves automated decision making in real-time bidding on digital ad space using data to match the right ads with the right audiences.
- Data from various sources is used to target ads to consumers based on demographics, interests, and past behaviors.
- The real-time bidding process happens in fractions of a second when a web page loads to display the winning advertiser's ad.
O documento discute conceitos relacionados à medição de audiência em mídia, como GRP (Gross Rating Points), TARP (Target Audience Rating Points), REACH e OVERLAPING. Explica como esses indicadores medem a exposição do público-alvo a mensagens publicitárias veiculadas em diferentes veículos de mídia.
O documento explica a técnica do GRP, que permite quantificar o alcance e frequência média de uma programação de TV. O GRP representa um ponto percentual da audiência e é calculado somando a audiência de cada programa multiplicada pelas inserções do comercial. Essa técnica revolucionou o planejamento de mídia ao possibilitar a avaliação dos resultados de uma campanha.
1) O documento apresenta conceitos básicos sobre indicadores de audiência e eficiência de mídia, incluindo definições de universo, público-alvo, perfil, audiência, GRP, penetração e cobertura.
2) São descritos os dados demográficos e psicográficos utilizados para caracterizar o perfil do público-alvo.
3) São explicados os cálculos de custo por ponto (CPP) e custo por mil (CPM) para avaliar a eficiência dos veículos de mídia.
This document defines key media terminology used to measure audience reach and engagement. It explains concepts like universe, reach, gross reach, net reach, opportunities to see, ratings, share of voice, and media weights. Reach refers to the number of people exposed, while ratings consider both reach and time spent viewing. Gross and net reach differentiate counting audiences multiple times.
O documento define e explica conceitos fundamentais de mídia, como audiência, penetração, perfil, GRP, TRP e como medir a eficiência de uma programação de mídia. Explica como calcular a audiência, participação, afinidade e frequência média de exposição para avaliar o desempenho de veículos e programas.
Wilson Sastra is an experienced digital marketer with skills in paid ads, analytics tools, social media, CMS, CRM and SEO. He has professional experience as a marketing specialist and intern. His education includes an intensive online digital marketing program and studying law. Notable projects include Facebook and Google ads campaigns that met objectives, generated leads, and won competitions. Wilson provides his contact information and invites collaboration.
El documento describe la fiebre Chikunguya, una enfermedad viral causada por el alfavirus Chikunguya y transmitida por los mosquitos Aedes aegypti y albopictus. Se caracteriza por fiebre y dolor severo en las articulaciones. Actualmente no existe una vacuna, pero se están desarrollando dos nuevas vacunas contra el dengue y Chikunguya. La prevención se enfoca en controlar la reproducción de mosquitos eliminando aguas estancadas y usando repelente e indumentaria que cubra la piel.
This document discusses local media planning. It defines key local media like newspapers, radio, magazines, out-of-home, directories, direct mail and new media. It emphasizes matching local media to target markets and conducting local market research. The document provides examples of different local media plans for businesses with different target markets in the same area. It also discusses factors in local media planning like population, economic base, behavior patterns and secondary research sources.
This document defines and discusses various forms of outdoor advertising. It begins by defining outdoor advertising as any advertising done outside that publicizes business products and services. It then describes common forms of outdoor advertising such as billboards, gantry advertising, street furniture advertising, transit advertising, and guerrilla advertising. Billboard advertising contributes nearly 60% of revenues to outdoor advertising and allows for high-impact, customized messages. Gantry advertising involves sign assemblies mounted on overhead supports along highways. Street furniture advertising uses displays on sidewalk items like bus shelters and benches. Transit advertising appears on vehicles like buses, taxis, subways and trains. Guerrilla advertising promotes products and services unconventionally with little budget through memorable personal attention-grabbing techniques
Este documento presenta información sobre los esquemas de vacunación en América Latina. Resume los logros de los programas de inmunización como la erradicación de la viruela y el control de enfermedades como el sarampión. Además, describe las coberturas de vacunación que han alcanzado los países y los criterios para la introducción de nuevas vacunas al calendario. Finalmente, resume los calendarios vigentes de vacunación en diferentes países de la región.
This document discusses different types of print advertisements and how to create effective ones. It describes various print media options like newspapers, magazines, direct mail, and yellow pages. Key aspects of print ads are discussed such as copy, graphics, color, layout, size, paper/ink, and placement. Nine steps for creating effective print ads are outlined, including choosing the right media to reach your target audience, writing an attention-grabbing headline, engaging the reader with the first three sentences, and ensuring visuals support the headline message.
O documento fornece informações sobre planejamento de mídia, incluindo táticas e ferramentas como audiência, participação, GRP, CPP e CPM para TV e preços de anúncios para jornal impresso. Ele também discute como elaborar roteiros de planejamento de mídia com detalhes sobre público-alvo, objetivos, estratégia e orçamento.
Estrategias prevención influenza seremi grupos objetivoSSMN
El documento presenta la estrategia de prevención de influenza para el año 2011 en la Región Metropolitana. La estrategia busca prevenir mortalidad y morbilidad grave en grupos de alto riesgo como embarazadas, niños menores de 2 años, personas mayores de 60 años, y pacientes crónicos. También busca preservar la integridad de los servicios de salud mediante la vacunación del personal de salud. La meta es vacunar al 100% de la población objetivo, compuesta por más de 1.3 millones de personas en la región
La vacuna contra la hepatitis B contiene una proteína del virus de la hepatitis B producida sin sangre humana u otros productos. Previene la cirrosis, cáncer de hígado y otras complicaciones. Se aplica en 3 dosis a niños menores de 5 años y 2 dosis a adolescentes y adultos para brindar protección.
This document provides an overview of key media planning concepts such as medium, vehicle, target audience, reach, frequency, gross rating points (GRPs), and cost per rating point (CPRP). It defines these terms and explains how they are related. For example, it shows that reach multiplied by frequency equals GRPs. It also provides examples to illustrate concepts like how adding more spots to a schedule can increase GRPs but not necessarily increase reach due to audience duplication. Finally, it discusses related topics like frequency distribution and effective reach and frequency.
El sarampión es una enfermedad infecciosa altamente contagiosa causada por un virus. Se transmite a través de la respiración y tiene un periodo de incubación de 4 a 12 días. Los síntomas incluyen fiebre, tos, conjuntivitis y un sarpullido característico que comienza en la cabeza. No existe un tratamiento específico, pero la mayoría de los pacientes se recuperan con descanso. La prevención se logra mediante la vacunación.
Understanding the value of programmatic and how it can impact your brand.
Presented at the National Ski Area Association Convention and Tradeshow in San Francisco May 2015.
Storytelling platforms are those platforms which are used by companies to promote their products. These platforms also help companies in maintaining long-term relationship with existing customers. These platforms are Paid, Owned and Earned Media
The document discusses social marketing and its use in promoting behaviors for social good such as polio eradication. It provides background on polio as a disease, noting it can be prevented through vaccination. India launched polio vaccination campaigns in the 1970s-80s which significantly reduced cases. However, resistance emerged from misconceptions about the vaccine. While cases decreased over time, polio remained endemic in some areas as of 2011.
This document discusses branding and advertising strategies. It outlines key concepts like centralized exchange and economies where supply surpasses demand. It also defines branding as using names, terms, and designs to identify and distinguish a product or service. The document then provides steps for advertising campaign planning such as analyzing the market, setting objectives, budgeting, creating strategies and messages, developing advertising elements, launching according to the plan, and evaluating. Overall, the document provides an overview of important considerations for effective branding and advertising.
El documento describe la fiebre Chikunguya, una enfermedad viral causada por el alfavirus Chikunguya y transmitida por los mosquitos Aedes aegypti y albopictus. Se caracteriza por fiebre y dolor severo en las articulaciones. Actualmente no existe una vacuna, pero se están desarrollando dos nuevas vacunas contra el dengue y Chikunguya. La prevención se enfoca en controlar la reproducción de mosquitos eliminando aguas estancadas y usando repelente e indumentaria que cubra la piel.
This document discusses local media planning. It defines key local media like newspapers, radio, magazines, out-of-home, directories, direct mail and new media. It emphasizes matching local media to target markets and conducting local market research. The document provides examples of different local media plans for businesses with different target markets in the same area. It also discusses factors in local media planning like population, economic base, behavior patterns and secondary research sources.
This document defines and discusses various forms of outdoor advertising. It begins by defining outdoor advertising as any advertising done outside that publicizes business products and services. It then describes common forms of outdoor advertising such as billboards, gantry advertising, street furniture advertising, transit advertising, and guerrilla advertising. Billboard advertising contributes nearly 60% of revenues to outdoor advertising and allows for high-impact, customized messages. Gantry advertising involves sign assemblies mounted on overhead supports along highways. Street furniture advertising uses displays on sidewalk items like bus shelters and benches. Transit advertising appears on vehicles like buses, taxis, subways and trains. Guerrilla advertising promotes products and services unconventionally with little budget through memorable personal attention-grabbing techniques
Este documento presenta información sobre los esquemas de vacunación en América Latina. Resume los logros de los programas de inmunización como la erradicación de la viruela y el control de enfermedades como el sarampión. Además, describe las coberturas de vacunación que han alcanzado los países y los criterios para la introducción de nuevas vacunas al calendario. Finalmente, resume los calendarios vigentes de vacunación en diferentes países de la región.
This document discusses different types of print advertisements and how to create effective ones. It describes various print media options like newspapers, magazines, direct mail, and yellow pages. Key aspects of print ads are discussed such as copy, graphics, color, layout, size, paper/ink, and placement. Nine steps for creating effective print ads are outlined, including choosing the right media to reach your target audience, writing an attention-grabbing headline, engaging the reader with the first three sentences, and ensuring visuals support the headline message.
O documento fornece informações sobre planejamento de mídia, incluindo táticas e ferramentas como audiência, participação, GRP, CPP e CPM para TV e preços de anúncios para jornal impresso. Ele também discute como elaborar roteiros de planejamento de mídia com detalhes sobre público-alvo, objetivos, estratégia e orçamento.
Estrategias prevención influenza seremi grupos objetivoSSMN
El documento presenta la estrategia de prevención de influenza para el año 2011 en la Región Metropolitana. La estrategia busca prevenir mortalidad y morbilidad grave en grupos de alto riesgo como embarazadas, niños menores de 2 años, personas mayores de 60 años, y pacientes crónicos. También busca preservar la integridad de los servicios de salud mediante la vacunación del personal de salud. La meta es vacunar al 100% de la población objetivo, compuesta por más de 1.3 millones de personas en la región
La vacuna contra la hepatitis B contiene una proteína del virus de la hepatitis B producida sin sangre humana u otros productos. Previene la cirrosis, cáncer de hígado y otras complicaciones. Se aplica en 3 dosis a niños menores de 5 años y 2 dosis a adolescentes y adultos para brindar protección.
This document provides an overview of key media planning concepts such as medium, vehicle, target audience, reach, frequency, gross rating points (GRPs), and cost per rating point (CPRP). It defines these terms and explains how they are related. For example, it shows that reach multiplied by frequency equals GRPs. It also provides examples to illustrate concepts like how adding more spots to a schedule can increase GRPs but not necessarily increase reach due to audience duplication. Finally, it discusses related topics like frequency distribution and effective reach and frequency.
El sarampión es una enfermedad infecciosa altamente contagiosa causada por un virus. Se transmite a través de la respiración y tiene un periodo de incubación de 4 a 12 días. Los síntomas incluyen fiebre, tos, conjuntivitis y un sarpullido característico que comienza en la cabeza. No existe un tratamiento específico, pero la mayoría de los pacientes se recuperan con descanso. La prevención se logra mediante la vacunación.
Understanding the value of programmatic and how it can impact your brand.
Presented at the National Ski Area Association Convention and Tradeshow in San Francisco May 2015.
Storytelling platforms are those platforms which are used by companies to promote their products. These platforms also help companies in maintaining long-term relationship with existing customers. These platforms are Paid, Owned and Earned Media
The document discusses social marketing and its use in promoting behaviors for social good such as polio eradication. It provides background on polio as a disease, noting it can be prevented through vaccination. India launched polio vaccination campaigns in the 1970s-80s which significantly reduced cases. However, resistance emerged from misconceptions about the vaccine. While cases decreased over time, polio remained endemic in some areas as of 2011.
This document discusses branding and advertising strategies. It outlines key concepts like centralized exchange and economies where supply surpasses demand. It also defines branding as using names, terms, and designs to identify and distinguish a product or service. The document then provides steps for advertising campaign planning such as analyzing the market, setting objectives, budgeting, creating strategies and messages, developing advertising elements, launching according to the plan, and evaluating. Overall, the document provides an overview of important considerations for effective branding and advertising.
3. Apsolutnovs. Procentualno Većina medijskih karakteristika se mere u odnosu na neku populaciju Mogu da se pokazuju kao apsolutni broj ili kao procenat populacije Formula je ABS.= % x UNIVERZUM ABS. je apsolutni broj % je procenat populacije UNIVERZUM je veličina populacije
4. Primer Univerzumtotalne populacije u Srbiji koja gleda TV (4 godine i stariji) je 7,066,760 Koji je apsolutan broj ljudi koji gledaju TV Pink ako je njegova gledanost 50 %? Koji procenat populacije čita Gloriju ukoliko je broj čitalaca 1,7 miliona?
9. 10 kontakata je generisano ako jedna osoba vidi reklamu 10 puta
10. …ili 10 kontakata mogu da se ganerišu ukoliko 10 osoba vidi jednu reklamu USPUT, 5% rejtinga generiše broj kontakata koji je jednak 5% populacije
11. GRP GRP (Gross Rating Points) je broj kontakata koji se meri u procentima naspram univerzuma ciljne grupe Formula je GRP = Kontakti / Univerzum X 100 Note: iako se GRP meri kao procenat, niko ga ne tretira kao procentualni broj. Znak za procenat (%) se takođe ne koristi u medija planovima ili prezentacijama
12. Primer Koliko kontakata je50 GRP-jeva ako je totalni univerzum 7,066,760? Da li je moguće ostvariti 10,000 GRP-jeva? Koji bi bio broj kontakata u tom slučaju?
13. GRP kao suma rejtinga Postoji još jedna definicija GRP-ja GRP je suma rejtinga svakog individualnog spota Formula: GRP=Rejting1+ Rejting 2+…+ Rejting N
14. 381 605 7 066 760 Rejting Gledaoci 381 605 1. spot 5.4 2. spot 1 738 422 24.6 3. spot 197 869 2.8 Suma rejtinga Da li rejting može da bude preko 100? A da li GRP može da bude preko 100? 32.7 GRP Primer GRP Ne, maksimum 100% ciljne grupe može da gleda određeni program. Da, kao zbirna cifra, može vrlo lako da pređe 100.
15. Primer Šta je bolje: 100 ili 1000 spotova? Zavisi od kanala. Primer: Pink 100 spotova x 5,1% rejtinga= 510 GRPs STB1000 spotova x 0,3% rejtinga = 300 GRPs
16. 30” GRP 30” GRP je GRP koji je jednak GRP-ju koji bi se ostvario kada bi dužina spota bila 30” Formula 30” GRP = D1 x GRP1/30 + … + Dn x GRPn/30 D1, D2, … Dn – dužina spotova za spot 1,spot 2, …, spot n GRP1, GRP2, …, GRPn – GRP vrednosti ostvarene od spota 1, spota 2, …, spota n USPUT, TV stanice prodaju 30” GRP-jeve
17. Primer Ostvarili smo 100 GRP-jeva. Koliko bi ostvarili 30” GRP-jeva kada bi dužina spota bila: 45”? 10”? 30”?
18. Ciljna grupa Obično, rezultati se mere u odnosu na određenu ciljnu grupu Ciljna grupa je demografska grupa koja je identifikovana kao ključni potrošač određenog brenda. Ciljna grupa može biti “Žene od 20 do 55 godina, prosečnog ili nadprosečnog društvenog staleža, studentkinje ili domaćice” Uvek postoji razlika u ciljnoj grupi prema definiciji brenda i medija Mediji koriste samo demografske karakteristike (pol, godine, društveni stalež, obrazovanje, posao,…) Ne možemo da definišemo one koji “vole da igraju fudbal” ili “koji najćešće idu kolima na posao” itd.
19. TRP TRP – Target rating point TRP (Rejting poen za našu ciljnu grupu) je GRP koji se meri na osnovu određene ciljne grupe Procenat određene ciljne grupe (medijska ciljna grupa proizvoda), koja je došla u kontakt sa određenim programom/publikacijom. Po definiciji ima isto značenje kao i GRP, ali ova terminologija nam pomaže da napravimo razliku između različitih rejtinga ostvarenih za različite ciljne grupe. C.G. Žene 25-54U Svi 18-49 Muškarci 18-39 1. spot 5.4 5.6 4.3 2. spot 24.6 19.0 18.6 3. spot 2.8 2.4 2.0 TRP 32.7 24.9 TRP 27.0 TRP
20. Affinity index (konverzija) Affinity index je indeks vrednosti kampanje ili rejtinga ostvarenih za određenu ciljnu grupu u poređenu sa totalnom populacijom Formula: Affinity = TRP / GRP Note: affinity index se obično meri u % Pokazuje vrednost određene ciljne grupe u poređenju sa baznom ciljnom grupom za neki program/kanal.. Ukoliko je ova vrednost viša/niža od 1 (100%), to znači da određena ciljna grupa više/manje koristi neki medijski kanal od bazne populacije.
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23. Efektivni Reach i Frequency Efektivna Frequency U zavisnosti od kampanje i marketinških ciljeva, određeni spot funkcioniše ako je viđen barem x putaReach 4+ Efektivni Reach Procenat ciljne grupe koji su imali priliku da vide poželjan broj TV spotova, ili čuju radio spot, ili vide štampanu reklamu itd.najmanje x puta (koliko zahteva efektivna frequency). Reach 4+: 50% Nivo frequency 1 tačno jedan put 1+ barem jedan put2 tačno dva puta 2+ barem dva puta3 tačno tri puta 3+ barem tri puta
25. Udeo publike Udeo kanala ili publike Ovo je procenat publike koji gleda određeni TV kanal u poređenju sa svim TV kanalima koji se gledaju u bilo kom vremenksom intervalu. Zbirni učinak publike je uvek 100% iako broj gledalaca može da varira.
26. Prirodna Raspodela,Gledanost Day Part-a Prirodna raspodela gledanosti po svim TV kanalima prosečan udeo publike TV kanala u bilo kom vremenskom periodu Day Part – specifični vremenski okvir u toku dana Primer Prirodna raspodela gledanosti po day part-ovima – prosečan udeo gledanosti TV kanala u bilo kom day part-u
27. Da li je moguće da se dostigne SOV od 100%, dok je SOS 20%? Udeo u potrošnji, Udeo u gledanosti Udeo u potrošnji (SOS) Učešće određenog brand-a ili oglašivača izraženog kao procenat celog definisanog tržišta ili segmenta tržišta u određenom vremenskom periodu. Vrednosti se definišu u odnosu na potrošnju. Udeo u gledanosti (SOV) Učešće određenog brand-a ili oglašivača izraženog kao procenat celog definisanog tržišta ili segmenta tržišta u određenom vremenskom periodu. Vrednosti se defninšu u odnosu na rating (GRP). Da, zato što se SOV bazira na TV reklamiranju. Dakle, ako dva oglašivača koriste rezličiti medijski miks, moguće je da dve cifre ne budu slične jedna drugoj.
28. Koliko GRP-jeva nam je potrebno da bi ostvarili 30% SOV u svakoj od kategorija?
29. Sezonalitet, Advertising weights,Miks kanala, Day part miks Sezonalitet– u zavisnosti od vrste proizvoda, njegovog životnog ciklusa i potrošnje određujemo u kojim mesecima ili vremenskim uslovima treba da pružimo trajnu podršku našem brand-u Advertising weights – nivo TRP-jeva potrebnih na mesečnom/nedeljnom nivou koji zavisi od vrste proizvoda, kategorije i medijskog okruženja Miks kanala – distribucija TRP-jeva kroz kanale u našoj medijskoj strategiji Day Part Mix– distribucija TRP-jeva po day part-ovima
30. Dodatna tehnička terminoligija Tehnička pokrivenst (penetracija) – procenat ljudi koji su tehnički i mogućnosti sa primaju signal određene TV stanice Tiraž – broj štampanih kopija novina ili magazina Lica / lokacije – OOH površine UC – (User Click) – brojjedinstvenihkorisnikakojisunačiniliprviklik CTR – (Click Through Rate) – koeficijentkojipokazujeodnosbrojaimpresija (prikazabanera) i brojaklikova
