4a广告策划提案-麦肯光明-thecoca-colacompanycurrentmb(ppt86)-广告策划(编辑修改稿)

4a广告策划提案-麦肯光明-thecoca-colacompanycurrentmb(ppt86)-广告策划(编辑修改稿)内容摘要：

used as an indicator of media effectiveness. Brand leadership requires SOV equal to SOM. SOV can be a misleading indicator, without munication effectiveness consideration. Countries reduced TRPs in petitive clutter. Message, bined with weight, makes the difference. Beliefs About Competition Universal McCann Current Beliefs / Behaviors Challenging Evidence Buying TV sponsorship is an effective strategy to enhance brand association with an event and drive intended business results. Brazil said “no” to $32 million World Cup TV package. Increased CCT attributes, 1 association, and increased daily drinkers. Beliefs About TV Sponsorships Universal McCann What Did The Competition Do?  Brahma Guarana – Bought the Globo TV package  Antarctica Guarana – Bought other TV station package  Pepsi – Bought a package in number two TV station amp。 same nonWorld Cup package on TV Globo as KO Universal McCann  Beers – Bought packages in all TV stations, investing more than CSD category during World Cup What Did The Competition Do? Universal McCann 6 2 . 5 %1 0 . 6 %1 8 . 4 %2 8 . 1 %4 8 . 8 %CocaColaPepsi ColaG.Antarctica G.Brahma Any BeerBrandSource: CCT Local Module Base: Total population Consumer Recall of WC Association Brazil MayJuly CCT Universal McCann Current Beliefs / Behaviors Challenging Evidence Remended Action Buying TV sponsorship is an effective strategy to enhance brand association with an event and drive intended business results. Brazil did not spend the $32 million. Increased CCT attributes, 1 association, and increased daily drinkers. Consider traditional sponsorships on TV as “an option” not a “must have”. Buy what you need, not what they sell. Beliefs About TV Sponsorships Universal McCann Current Beliefs / Behaviors Challenging Evidence TRPs are indicators of media effectiveness. A TRP is a TRP。 therefore, the objective is to buy more for less. Reach is a function of TRP amount , and their distribution. Spot positioning can contribute to buying efficiency. TRPs can be a misleading measure for effectiveness. Beliefs About TRPs Universal McCann Cost of Package Spots Purchased Rtg. /TRPs Cost / TRP $45,000 8 x 30” 20 / 161 $280 $31,400 4 x 30” 27 / 108 $291 1997 1998 Going Beyond TRPs: Venezuela Oscar’s Position in Break as a Source of Productivity Universal McCann 02468101214161821:5722:0322:0922:1522:2122:2722:3322:3922:4522:5122:5723:0323:0923:1523:2123:2723:3323:3923:4523:5123:570:030:090:150:210:270:330:390:450:510:571:031:091:151:211:271:33R A T I N GB1 B2 B3 B4 B5 B6 B7 B8 B9 B10 B11 B12 Going Beyond TRPs Oscar’s Audience in Venezuela Universal McCann Cost of Package Spots Purchased Rtg./ TRPs Cost / TRP $45,000 8 x 30” 20 / 161 $280 $31,400 4 x 30” 27 / 108 $291 1997 1998 Reach 34% 38% Cost / Reach $1,323 $826 Going Beyond TRPs Position in Break as a Source of Productivity Universal McCann W e e k l y R e s ul t O r i gi na l N e w D i f f e r e nc eTR P s 103 150 46%R e a c h ( 1 + ) 45 55 22%A v e r a ge Fr e que nc y 2 . 3 2 . 7 17%C os t 1 % ( TR P ) 8 6 1 . 8 7 5 5 8 . 5 2 3 5 %Going Beyond TRPs Daypart Mix Change in Brazil  A change in daypart mix, reducing primetime allocation from 90% to 60% generated $ million in savings while increasing reach Universal McCann Remended Action Use reach and TRPs together, but focus on reach. Pay attention to the execution detail ( placement, daypart mix). Current Beliefs / Behaviors Challenging Evidence TRPs are indicators of media effectiveness. A TRP is a TRP。 therefore, the objective is to buy more for less. Reach is a function of TRP amount , and their distribution. Spot positioning can contribute to buying efficiency. TRPs can be a misleading measure for effectiveness. Beliefs About TRPs Universal McCann Current Beliefs / Behaviors Challenging Evidence CocaCola with separate munication strategies and copy (Teens, HCM’s, Adults, Holidays, Football) Media plan developed for each target group with no reference to copy delivery. Multiple messages limits effectiveness. Effective spots work across targets,attributes. Consideration of audience overlap can generate significant savings. Beliefs About Message Management Universal McCann TV Contribution % Increment % % % 1995 1996 1997 TVR Advertising Support Messages. 18 Copies 4,919 3,445 2,391 1995 1996 1997 Msg. 5 Copies Msg. 12 Copies TV Effectiveness Incremental Volume/1 MM Impressions 510 2,897 3,360 1995 1996 1997 Average. 3,087 United Kingdom An Excessive of Messages/Executions Reduce Advertising Effectiveness Universal McCann A g e S e g m e n t N e w Pl a n C u r r e n t Pl a n I n d e x N e w Pl a n C u r r e n t Pl a n I n d e x1 5 4 4 54% 55% 99 6 , 3 2 5 6 , 6 4 0 958 1 4 46% 48% 96 4 , 3 0 0 4 , 5 8 2 941 5 1 9 54% 55% 98 6 , 5 0 0 6 , 8 7 0 952 0 2 4 48% 50% 96 5 , 9 5 0 6 , 2 5 5 952 5 3 4 50% 52% 96 6 , 2 0 0 6 , 5 1 5 953 5 4 4 55% 55% 100 6 , 7 0 0 7 , 0 7 5 9545+ 55% 58% 95 7 , 4 0 0 7 , 7 2 5 96HC M39。 s 58% 60% 98 7 , 6 2 5 8 ,。