歯Final-Handout.PDF

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민성 비
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1 In pursuit of Media Excellence How to Maximize Your Return On Media Investment

4 => => GRPs GRPs 02/ / / / / / / / / / / / Total - 2,548 3,573 ( ) ( => ) => EF-ER EF -ER Brand Unaided Awareness(%) Media Exposure(GRPs) 01/07/01 01/07/01 02/04/01 03/04/01 03/04/01 04/01/01 04/29/01 05/27/01 05/27/01 06/24/01 07/22/01 07/22/01 08/19/01 08/19/ /16/01 10/14/01 10/14/01 11/11/01 12/09/01 01/06/02 01/06/02 02/03/02 03/03/02 03/31/02 04/28/02 05/26/02 06/23/02 07/21/02 08/18/02 09/15/02 10/13/02 11/10/02 12/08/02 :: % 30% : : #3 #2 #1 Market Share ( % 0 :: JWTReady-Reckoner JWT Ready-ReckonerModule Module (Category) (Category) MediaGuideline Media Guideline SOV SOV // SOM

6 TV

7 TV f (x) = T / x - f(x) : CPRP - T : - x :

8 TV

9 TV GRPs EF-ER

10 GRPs EF-ER

11 II. II-1.

12 TV KOBACO Up-Front Selling Selling - Pre-emption PIB PIB GRPs Base -

13 KOBACOGS ( ) ( ) ( ) ( )

14 Traditional Media New Media Point to Mass One-Way Insertion - Interface Contents... - Point to Point Multi -Way Creation

15 1 2 Mass 3 Di-Massification Paradigm

16 Marketing Plan Plan Marketing Plan Plan Ad Ad Plan Plan Media Plan Plan Creative Plan Plan Creative Plan Plan Media Plan Plan Ad Ad Plan Plan Media Consumption Habit

17 II. II-2.

18 Brand Building Marketing Advertising Media

19 Media Management Cycle Media Planning Post-buy Report Media Management Cycle Media Buying & Execution - Buying - Execution

20 Media Management Cycle Account Account Briefing Briefing Media Media Planning Planning Brief Brief Post-Buy Post-Buy Report Report Media Media Buying Buying Media Media Planning Planning TV, TV, Radio Radio Draft Draft Meeting Draft Meeting Draft Meeting Draft Meeting Draft Meeting Meeting,, Media Media Buyer Buyer CA-TV CA-TV Media Media Plan Plan Internet Internet Presentation Presentation Media Media Buying Buying Brief Brief

21 - - Thompson Media Division - Thompson Media Media Media R&D R&D (MR&D) (MR&D) MAS MB&E Media Media Buying Buying & Execution Execution (MB&E) (MB&E) Media Media Account Account Service Service (MAS) (MAS) MR&D

22 Media Account Service (MAS) Team Media Account Service Media Buying & Execution Team Media Research & Development Team (1995) model

23 Media Research & Development (R&D) Team ( 2000) - (Optimization) System Model MindShare Asia-Pacific (Hong Kong) MindShare Worldwide (London) ATG-WW Thompson Media Korea Media R&D ATG-AP

24 Media Buying & Execution (MB&E) Team Smart Buying KOBACOGS KOBACO Task-Force Team MindShare New York, London Media Plan TV

25 II. II-3.

26 - Marketing Brand Building Vs.

27 Mass Media

29 Marketing EF-ER GRPs Media Management By Objective Optimization & Smart Buying

31 1. 1. Marcom Brain Manual ( ) Knowledge Manager Consulting BM

32 2. 2. Brand Equity Brand Equity Tool Brand Equity KPI Top Management Staff

34 AOR System MARCOM Team AA B B CC D D E E AOR : Agency-of-Record Media AOR Agency A B FF C

35 !

歯트렌드리포트.PDF

歯트렌드리포트.PDF Trend Report Marketing & Creative Idea Source Marketing Consulting Group Consumer Insight Team Consumer Insight Team Contents Consumer Insight Team Adonis Complex Mach 3 Mach3

歯Final-Handout.PDF

歯Final-Handout.PDF