广告媒介_媒体基本实战技巧(ppt38)-广告知识(编辑修改稿)

广告媒介_媒体基本实战技巧(ppt38)-广告知识(编辑修改稿)内容摘要：

lar time Are remarkable predictable Ref: TN/MEDIA/JMEDIA1/ rc 19 TV DAYPARTS Divides the day into clusters of hours with similar viewers 06:30 am 14:00 pm : daytime 14:00 pm 19:00 pm : early fringe 19:00 pm 22:00 pm : prime time 22:00 pm 24:00 pm : late fringe Ref: TN/MEDIA/JMEDIA1/ rc 20 REACH The unduplicated number of households or persons exposed at least once to an advertisement or advertising schedule A person/household is only counted once even if exposed two or more times (1+ reach) Key element or unduplicated number of people exposed Important in determining advertising effectiveness Ref: TN/MEDIA/JMEDIA1/ rc 21 FREQUENCY  The average number of times a household or person exposed to an advertisement or advertising schedule in a given period of time Key element average no. of times exposed Some will see more than others but, to be reached, one must see the ad at least once Usually are concerned with average frequency Important in determining advertising effectiveness Ref: TN/MEDIA/JMEDIA1/ rc 22 REACH amp。 FREQUENCY GRP = Reach x Frequency F2039 = Reach x Avg. Frequency 400 GRP = 80% x 5 Viewers counted once % Average no. of times they viewed Ref: TN/MEDIA/JMEDIA1/ rc 23 CALCULATING REACH amp。 FREQUENCY For example Frequency Reach Frequency Reach 1+ 80% 1 5% 2+ 75% 2 25% 3+ 50% 3 2% 4+ 48% 4+ 48% 1+ 80% Ref: TN/MEDIA/JMEDIA1/ rc 24 REACH CURVE Principles about how reach builds Reach generally builds very quickly at first Over time, it bees difficult to increase reach because you have already reached the frequent media users Increasing GRP tends to increase frequency while reach increases at a slow rate (see next page for the example) Ref: TN/MEDIA/JMEDIA1/ rc 25 EFFECTIVE FREQUENCY The amount of frequency or repetition necessary for advertisements to be effective Three bit theory by Herbert Krugman 1st bit : What is it ? 2nd bit : What about it ? 3rd bit : I know it. (plex message needs higher frequency) Ref: TN/MEDIA/JMEDIA1/ rc 26 EFFECTIVE REACH  The percent of a target audience exposed to an advertising within a ra。