jfo

媒介专业术语 

一．收视（听）率 （Rating/Rating Point）
指某电视或电台在某一时段（1/5/15分钟）所接触的观众占调查总体的比例。
以下是错误的收视率定义
1.某电视的收视率为15点
2.某电视1900－1915的收视率为15点
3.某电视的收视率为102点
Target Audience Rating Point 为唯一时（点）的Rating Point,故有时Rating又称TARPs和TVR。

二.   家庭开机率 （HUT/Home Use TV）/人群开机率 （PUT/People Use TV）
指某电视在某一时段（1/5/15分钟）所接触的家庭或人群占调查总体的比例。
HUT和PUT的关系
1.HUT和PUT都是反映某一地区某一群体对电视的接触度
2.HUT在决定媒介组合中占有非常重要的地位
3.HUT与PUT的数值大小不定

三. 到达率 （Reach/ Unduplicated Reach/Effective Reach）
指暴露于一个媒体执行方案人口或家庭占总人口或总家庭的百分比，为非重复性计算数值，即在特定期间内暴露一次或以上的人口或家庭占总数的比率。 

四. 毛评收视点/总收视点 （GPR/Gross Rating Point）
指在某一特定时间区间内的某一目标群体接触电视的数值比例之总和。
GRP与Rating的比较
在某一些特定情况下可以说是Rating的和
在某一些情况下不可以说是Rating的和
GPRPS (Gross Rating Point  Per Spot)
GPRTC (Gross Rating Point  To Cost) 

五．平均接触频度  (Average Frequency/Effective Frequency)
指暴露在一个媒体执行方案中的人口中，每人平均的接触次数。一般以3次以上为有效接触频度
Reach=GRP/Ave Frequency
Frequency=GRP/Reach
GRP＝Ave Frequency *Reach

六. 收视成本（CPRP/ Cost Per Rating Point）指在媒体中，每百分点收视点所需付的金额。

七.千人成本（CPM/ Cost Per Thousand)指在媒体载具中每百分点收视点1000人所需支付的金额。
CPRP与CPM的比较
都是评价媒体成本的指数，CPRP和CPM低，则媒介组合中入选的机会较大。
一般情况下，CPRP和CPM成一定数值比关系。
千人成本＝(净价*1000)/(目标人数×收视率)
千人成本=(CPRP*1000)/(目标人数*0.01)
总收视点 (GRP) ＝ 到达率 (R) X 接触频率 (F)
例如：
甲市场：共有100万个目标消费者
总收视点 ＝ 30 + 20 = 50
到达率 ＝ 40
接触频率 = 50/40 = 1.25

扩 大 覆 盖 率
加 强 不 同 的 感 染 力
不 同 的 创 意 模 式
How to evaluate a media plan 怎 样 评 估 媒 介 计 划 书
Does your plan meet your media objectives ?

以 媒 介 提 示 作 为 参 考 标 准
How to use the media data ? 怎 样 运 用 媒 介 研 究 资 料
Competitive analysis 竞 争 对 手 资 料
Give strategic insights
media facts and findings
but not mean being followers
induce the competitive intelligence
media impact vs media spending

供 应 策 略 性 的 观 点
媒 介 数 据
但 不 是 说 要 用 后 来 者
对 手 策 略 得 到 指 引
媒 介 效 应 为 主， 投 放 价 值 为 副
Standard reach curve 标准到达率图表
Certain principles about building reach 建立到达率的规则
Reach generally builds very quickly at first
After time, it becomes difficult to increase reach
Increasing reach further means reaching light TV viewers
Increasing TARPs tends to increase frequency rather than reach

在一个广告优势的初段,建立的速度比较快
然后速度放缓
覆盖的范围开始到达一些偏远的受众
最后, 投放的作用主要放在提升收看广告的频次.
Effective frequency 有效的收看频次
The definition
The number of exposures your target audience need to produce an optimum response from our advertising within a given period of time
Effective frequency Range 有效的收看频次范围
The theory
There is a minimum advertising exposure level for a product, below which there have not sufficient effect on the advertising goal
There is also a maximum level above which there have either no further enhancement to the ad goal or even significant diminishing returns
More focus delivery is expected with minimum wastage of resources
Effective reach 有效的覆盖率
The definition
(%) of the target audience who have had the opportunity to see the commercial at the Effective Frequency
Effective frequency range optimal approach 有效的媒体投放部署
How to utilise the media data … 怎样利用媒介研究资料
Ovaltine weekly awareness and GRPs 知名度与广告投放
Ovaltine awareness smoothed 知名度与广告投放
Constant decay factor of 20% gives correlation 知名度衰退速度
While Panadol has a decay factor of only 5% 知名度衰退速度
How to do the optimum plan with data … 怎样做最有效的媒介计划书

Questions 问题
A TV campaign delivers 500 GRPs and reaches 74% of all people. What is the average frequency of exposure (OTS) to the advertising amongst people who were exposed to it ?

在一个电视广告攻势里,如果可以得到500收视点,74%的覆盖率,请问目标受众收看的平均频次有多少?
Questions and Answers 答案
A TV campaign delivers 500 GRPs and reaches 74% of all people. What is the average frequency of exposure (OTS) to the advertising amongst people who were exposed to it ?

6.76


Questions 问题
A TV campaign is bought against a target audience of people 15 to 35 and an effective frequency criteria of 3 to 6. The maximum possible reach for the target audience seeing the advertising between 3 and 6 times is achieved at 350 GRPs. What happens to this reach if you buy a further 200 GRPs ?

在一个电视广告攻势里,设定有效的收看频次范围3-6,假如这个范围在350收视点时出现,再投放多200个视点的效果会是什么?
Questions and Answers 答案
A TV campaign is bought against a target audience of people 15 to 35 and an effective frequency criteria of 3 to 6. The maximum possible reach for the target audience seeing the advertising between 3 and 6 times is achieved at 350 GRPs. What happens to this reach if you buy a further 200 GRPs ?

The 3-6 reach will go down because there will be more people exposed to more than 6 impacts for every incremental GRP than people going from 2 to 3 exposures

覆 盖 率 的 图 线 会 下 降
Questions 问题
Your client manufactures eye glasses. He asks you to prepare a TV media plan and advises you that the target audience is “people with bad eyesight”. What’s wrong with that?

假如你有一个做眼镜的客户,他要求提供一份媒介计划书,而目标受众是设定“有视觉问题的观众”.
请问以上逻辑有何不对?

Questions and Answers 答案
Your client manufactures eye glasses. He asks you to prepare a TV media plan and advises you that the target audience is “people with bad eyesight”. What’s wrong with that?
Bad eyesight is not a valid target audience definition because it is a genetic physical characteristic distributed randomly through the population which does not effect media consumption or lifestyle. The argument that they cannot see the TV is no good since most people with problem vision wear glasses already but may well be in the market for a newer smarter pair
“ 有 视 觉 问 题 的 观 众” 不 是 媒 介 设 定 目 标 受 众 的 范 畴
Questions 问题
You are asked to prepare an analysis looking at the effects of media investment on your FMCG client’s business over the last five years. You have various sets of data to analyse. Which of the following correlations is likely to be the strongest and why ?
Media Spend vs Sales
Share of Voice vs Market Share
Unaided Ad. Awareness vs GRPs
GRPs vs Volume sales
Prompted Brand Awareness vs Market Share

假 如 要 分 析 以 下 相 关 的 媒 介 研 究 资 料， 谁 是 最 有 密 切 关 联。
媒 介 投 放 与 销 量
媒 介 占 有 率 与 市 场 占 有 率
知 名 度 与 毛 收 视 点
毛 收 视 点 与 销 量
知 名 度 与 市 场 占 有 率
Questions and Answers 答案
You are asked to prepare an analysis looking at the effects of media investment on your FMCG client’s business over the last five years. You have various sets of data to analyse. Which of the following correlations is likely to be the strongest and why ?
Media Spend vs Sales
Share of Voice vs Market Share
*Unaided Ad. Awareness vs GRPs*
GRPs vs Volume sales
Prompted Brand Awareness vs Market Share
There is a direct causal effect between the amount of advertising people see and the extent to which it is remembered. All the other relationships are on other factors in the marketing mix and thus less likely to yield a strong correlation and may not be causally related.
知 名 度 与 收 视 点
Questions 问题
Your client’s product has a 10% share of market in January 1999. His objective is to increase that share to 25% by January 2000. Assuming the product category volume remains the same, what constant monthly share increase will be needed to achieve this objective?
你 的 客 户 有10％ 市 场 占 有 率， 他 们 希 望 一 年 后 可 以 提 升 到25％， 假 设 竞 争 环 境 不 变， 而 客 户 产 品 每 月 保 持 一 样 的 增 长 速 度， 请 问 这 个 增 长 速 度 是 什 么？
Questions and Answers 答案
Your client’s product has a 10% share of market in January 1999. His objective is to increase that share to 25% by January 2000. Assuming the product category volume remains the same, what constant monthly share increase will be needed to achieve this objective?

It’s compound interest. The answer is 7.9348 %. Anything close gets the marks
这 是 个 复 合 累 积 利 率 的 计 算， 答 案 是 7.9348％。