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# Young Marketers Elite 2013 - Assignment 9 1 - Hoang Lan - Ngoc Tram

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### Young Marketers Elite 2013 - Assignment 9 1 - Hoang Lan - Ngoc Tram

1. 1. ASSIGNMENT 9.1 MEDIA NGUYEN HOANG LAN & NGUYEN NGOC TRAM
2. 2. 5 KEY THINGS TO LOOK FROM A MEDIA PLAN RATING GRP CPRP REACH FREQUENCY
3. 3. 5 KEY THINGS TO LOOK FROM A MEDIA PLAN RATING DEFINITION FORMULA The percentage (%) of the target audience exposed to a TV at a given moment. One rating point represents 1% of a given target. EXAMPLE = TA exposed to media x 100% TA in universe Target Audience: Universe = 10 Male, 18-49, HCM, ABC Total Audience of Spot X = 8 Spot X audience within our target = 6 Target Rating of Spot X = 60% = 6/10
4. 4. 5 KEY THINGS TO LOOK FROM A MEDIA PLAN GRPs DEFINITION Sum of audience sizes for more than one ad or program. EXAMPLE FORMULA = Sum (Rating x Spots) RATING SPOTS 10 4 = 40 20 5 = 100 GRP Total GRPs = 140
5. 5. 5 KEY THINGS TO LOOK FROM A MEDIA PLAN REACH DEFINITION FORMULA Percentage of our target audience that was exposed at least once to an advertising schedule. = Audience reached at least one x 100% TA in universe EXAMPLE Target Audience: Universe = 10 Male, 18-49, HCM, ABC In 1 week, target have seen the commercial at least once = 6 Campaign achieves 60% reach in 1 week
6. 6. 5 KEY THINGS TO LOOK FROM A MEDIA PLAN FREQUENCY DEFINITION The average number of times that each person is exposed to a brand’s advertising campaign or = • Message complexity • Total GRPs % Reach schedule. AFFECTS FORMULA Message uniqueness New vs. continuing • campaigns • EXAMPLE • Wearout Advertising units FREQUENCY = Target Reaching of Spot X = 60% = 6/10 Total GRPs = 140 140 60 = 2.33
7. 7. 5 KEY THINGS TO LOOK FROM A MEDIA PLAN CPRP DEFINITION FORMULA The Cost Per Rating Point, per 1 percent of a specified = audience, of buying advertising space in a given Program Rating or Channel GRP media vehicle. EXAMPLE Program Total Cost or Channel Total Cost RATING CPRP Ratecard 30s FACTORs • = high CPRP • 10 60.000.000 = 6.000.000 Seasonality of demand - High demand Viewing habits - High rating = low CPRP (if cost remains constant) • Buying / negotiation - Package offer, bonus spots = Low CPRP • Booking leadtime changes - High CPRP due to lack of availability 20 45.000.000 = 2.250.000 • Optimization - Low CPRP due to balancing b/t reach & cost efficiency • Program popularity - High CPRP as will come at high costs
8. 8. DID WE MEET OUR MEDIA OBJECTIVES? Budget Efficiency Reach and Frequency It’s about how we manage the cost efficiently, with low or acceptable cost but high performance Express the performance & effectiveness of media campaign (Ex: get earned media, build great content) (Ex: We reach 1.000.000 people in our target audience, and frequency is 20+) Synergy in channel mix (Integrated campaign) Media has to harmonize with the channel mix in brand integrated campaign Position against competitive benchmark Understand deeply competitors/ market’s benchmark of media to have the most competitive strategy and build a position against the competitive benchmark