从媒体操作看广告效果-143p

1、Nov 2005November 7, 2005從媒體操作看廣告效果1Nov 2005 變化的傳播環境 從排期規劃看效果Awareness Planning 由Impact The Better!28Nov 2005Brand Impact / Decay Database29Nov 20052002 Brand Impact / DecayLow ImpactHigh ImpactLow DecayHigh DecayCarat Fitter Impact/Decay Values 2002 Oct 7 to Dec 2930Nov 20052002 Brand Impact / DecayTABrandImpactDecay30-44MMitsubishi Savrin40.0793.0230-49MMitsubishi Freeca30.4979.6725-34MMitsubishi Galant18.426.3525-44MMitsubishi Veryca22.0931.222544M中華三菱- 加油不用錢62.9526.3125-49MNissan Sentra11.384

2、.7525-34ANissan March70.6572.0025-49ANissan To Be 資訊服務23.9935.1820-39F潘婷洗髮精96.6038.6720-39F多芬洗髮精97.669.3320-39F飛柔洗髮精61.7441.6120-34F黛安芬47.2518.10TABrandImpactDecay20-44A中華電信82.2467.8520-44A台灣大哥大37.9514.0420-29A來一客速食麵39.9739.1525-44M鞋類-Lar New男鞋/男休閒鞋25.3028.1325-39F鞋類-Lar New女鞋/女休閒鞋56.4567.5620-34A統一茶裏王77.5169.3620-34A統一黃金豆豆漿50.3545.6625-39F統一AB輕100.000.0015-29A韋恩咖啡40.7144.5815-29A畢德麥雅咖啡89.4560.5225-44A中國信託銀行100.0063.7725-44A台新銀行34.157.9231Nov 20052004 Brand Impact / DecayLow ImpactHigh ImpactLow

3、 DecayHigh DecayCarat Fitter Impact/Decay Values 2004 May 31 to 2004 Aug 2932Nov 20052004 Brand Impact / DecayTABrandImpactDecay20-29FLoreal歐萊雅97.1112.26 15-24FMaybelline媚比琳97.1143.96 20-34FANESSA安耐晒20.9958.07 15-29FGarnier卡尼爾保養98.8366.84 20-29FOlay歐蕾94.226.68 20-34FNeutrogena露得清10038.14 20-34FPonds旁氏88.3867.28 15-29FClean&Clear可伶可俐52.9377.47 15-24AGarnier卡尼爾美髮53.0519.57 15-24ASara Sara彩染髮凍15.318.8 30-44F統一布丁22.172.7820-29APoca Lays波卡85.0640.92 15-24ADoritos多力多滋41.0422.57 15-24A純喫茶10026.02 20-34

4、A寶健52.7450 15-24A多果汁52.0833.1 35-44F統一陽光黃金豆豆漿98.5761.22 15-24A悅氏My Water47.9947 15-29A御茶園91.6743.8 15-24A利樂包23.719.78TABrandImpactDecay25-34A豐田TOYOTA Vios82.217.06 25-35A豐田TOYOTA Surf66.256.55 30-39M福特FORD Escape77.2137.81 30-44M福特FORD Metrostar16.7683.94 25-39M福特FORD Tierra44.3449.35 30-39M本田Honda CR-V10043.88 30-44M本田Honda Accord37.8929.55 30-44MInfiniti47.5841.23 30-44M中華三菱Mitsubishi Freeca10041.26 25-39A中華三菱Mitsubishi Lancer36.2858.15 30-44M中華三菱Mitsubishi Savrin64.8581.03 25-34F裕隆Nissan Marc

5、h33.6152.14 25-39M裕隆Nissan Sentra14.233.02 25-39M豐田TOYOTA Altis53.7841.03 30-44M豐田TOYOTA Camry92.137.69 25-39F惠氏S-26金幼兒樂29.1939.04 25-34A中國信託銀行98.6635.48 20-44A台北銀行25.596.3 15-24ANIKE耐吉98.5555.06 15-24AAdidas愛迪達30.571.5433Nov 2005Foods & Drinking Products Impact / Decay(2005)34Nov 2005AirWaves & 卡迪那Low ImpactHigh ImpactLow DecayHigh Decay35Nov 2005AirWaves 20-34A TAMaxMinAvg.20-34A76.120.454.735-44A59.9 17.5 40.2 15-24A41.0 5.9 24.1 36Nov 2005卡迪那 15-24A31.0 14.5 52.2 25-34A23.9 9.0 44.0 35-44A58

6、.4Max36.4Min48.7Avg.15-24ATA37Nov 2005左岸咖啡館 & 統一多果汁 & 統一陽光黃金豆 漿Low ImpactHigh ImpactLow DecayHigh Decay38Nov 2005左岸咖啡館 30- 39ATAMaxMinAvg.30-39A64.043.056.035-44A53.1 28.0 43.7 15-24A44.8 20.3 30.0 39Nov 2005統一多果汁 15- 24ATAMaxMinAvg.15-24A62.142.152.025-34A53.3 32.9 43.3 35-44A35.8 22.8 27.4 40Nov 2005統一陽光黃金豆豆漿 35- 44FTAMaxMinAvg.35-44F62.044.229.615-24A48.9 10.8 28.6 25-34A37.7 3.9 20.3 41Nov 2005Impact & Decay影響因素42Nov 2005Ad Awareness Modelling記憶遺忘消費者 對品類或品牌的喜愛程度 傳播環境的干擾程度 廣告活動的延續效應 廣告帶來的衝擊力

7、廣告投放的廣度與頻次43Nov 2005Impact & Decay影響因素-廣告創意的重要 性Low ImpactHigh ImpactLow DecayHigh Decay1.One Voice, One Message：品牌形象維持一貫性2.權威名人代言：增添說服力3.接近消費者日常生活：易產生移情效果4.產品試用結果說明：易懂，呈現明顯特色5. 品牌/產品名稱的強調：加深消費者印象6.情境故事性：引發消費者興趣共同點1.產品特色表現不夠突出2.廣告內容跟產品特色關連過於牽強3.情緒感染力不足共同點44Nov 2005檢測效果的角度行動行動確認確認理解理解知名知名不知道不知道對忠誠者的提醒行動引發態度影響訊息溝通基本認識A.知名度B.訊息理解C.品牌認同D. 銷售量/投資報酬率效果檢測角度傳播目的消費者反應45Nov 2005實案N :檢視廣告GRP對來店率的影響程度 同期資料46Nov 2005實案N :檢視廣告GRP對來店率的影響程度落差一週的資料47Nov 2005追蹤每週的GRP與目標(來店數)的相關變化找出GRP與目標(來店數)是否有同步的高相關系數或有遞延的效 應 G

8、RP是否應該投資在假日前夕而非僅注重假日期間 或 目標(來店數)有遞延的反應, GRP投資有提前的需 要遞延一週消費品類經營心得案例 GRP投資與目標值成長有一週時間差 表示銷售重點期來臨時，需提前一週投資廣告聲量同期比較遞延效應實案N :相關係數0.45相關係數0.7348Nov 2005實案N :電視GRP VS 來店組數及訂單數 落差一週的資料49Nov 2005實案C : GRP vs AD Awareness50Nov 2005實案C :有效頻次 vs 廣告知名度Ad Awareness(%)GRP實際調查知名度Reach 3+Reach4+為有效頻次51Nov 200552Nov 2005從媒體選用看效果53Nov 2005Allocator - Carat專利預算分配工具分配最佳的媒體預算在不同的 :市場區域 品牌 目標族群 媒體選擇建議優先順序54Nov 2005可輸入之考慮因素Media Allocation: Advertising Clutter Affordability Audience State of Mind Availability Awareness

9、-Building Call to Action Competitive Activity Coverage Potential CPP CPT Creative Flexibility Credibility Detailed Message Editorial Environment Geographic Targeting Image Building Impact Legal Restrictions Brand Allocation: Advertising Recall Advertising-Sales-Ratio Brand Awareness Brand Image Climate Competitive Activity Consumption CPP CPT Distribution Market Share Sales Sales Force Quality Target Group Affinity Target Group Potential 55Nov 2005Allocator, Budget Allocation ReportChart and grid views56Nov 2005Allocator 資料輸入 (檢視項目的權值)57Nov 2005Allocator 資料輸入 (質/量)58Nov 2005 Cost Value Caf Model parameter Investment Option overlap Understand criteria interaction Understand structure of data Understand structure of factor Data robust Critical Value Summary report Option rank report Investment Allocation report GRP delivery report Reach distribution r

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