In pursuit of Media Excellence How to Maximize Your Return On Media Investment 2003123
35 35 30 25 20 20 15 10 10 5 0 => => GRPs GRPs 02/01-254 352 02/02-180 254 02/03-180 254 02/04-180 254 02/05-187 266 02/06-266 367 02/07-266 367 02/08-266 367 02/09-187 266 02/10-187 266 02/11-198 281 02/12-198 281 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 08/19/01 09-16-01 09/16/01 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 :: 2002 30% 30% : : 2002 2002 #3 #2 #1 Market Share ( % 0 :: 2002 2002 JWTReady-Reckoner JWT Ready-ReckonerModule Module (Category) (Category) MediaGuideline Media Guideline SOV SOV // SOM
TV
TV f (x) = T / x - f(x) : CPRP - T : - x :
TV
TV GRPs EF-ER 1+ 2+ 3+ 4+ 5+
GRPs EF-ER
II. II-1.
TV KOBACO Up-Front Selling Selling - Pre-emption PIB PIB GRPs Base -
KOBACOGS ( ) ( ) ( ) ( )
Traditional Media New Media Point to Mass One-Way Insertion - Interface Contents... - Point to Point Multi -Way Creation
1 2 Mass 3 Di-Massification Paradigm
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
II. II-2.
Brand Building Marketing Advertising Media
Media Management Cycle Media Planning Post-buy Report Media Management Cycle Media Buying & Execution - Buying - Execution
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
- - 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
Media Account Service (MAS) Team Media Account Service Media Buying & Execution Team Media Research & Development Team (1995) model
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
Media Buying & Execution (MB&E) Team Smart Buying KOBACOGS KOBACO Task-Force Team MindShare New York, London Media Plan TV
II. II-3.
- Marketing Brand Building Vs.
Mass Media
Marketing EF-ER GRPs Media Management By Objective Optimization & Smart Buying
1. 1. Marcom Brain Manual ( ) Knowledge Manager Consulting BM
2. 2. Brand Equity Brand Equity Tool Brand Equity KPI Top Management Staff
3. 3. - -
AOR System MARCOM Team AA B B CC D D E E AOR : Agency-of-Record Media AOR Agency A B FF C
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