03.2-电视购买流程.ppt

TV Buying Procedure电视购买流程 Main Steps 主要步骤 Main Steps 主要步骤 Pre brief 购买简报前 Main Steps 主要步骤 Who initiate the buying brief 谁制作了购买简报 Planning team计划部 Where the buying brief come from 购买简报从何而来 Annul master plan 年度计划表 What the annual master plan rely on 年度计划表以何以依据 Media strategy 媒体策略 Sales net work 销售网络 Product positioning 产品定位 Marketing strategy 市场策略 Buying team’s pre brief analysis report购买部的购买简报前报告 Content 内容 Product/ target group 产品/目标受众 Market list/ Campaign period 市场/排期时间 Target GRP and Reach goals 目标总收视率和到达率 Duration/ Copy Name 广告长度/广告带名称 National/Provincial/Local station split 国家/省会/地方电视台比例 Program affinity 节目亲和性 Day parts split/ Spots allocation requirements 时间段分配/广告电视分布要求 Format/Deadline 格式/排期完成时间 Special request 其余特别要求 Avoid brand crash 避免品牌冲撞 Main Steps 主要步骤 Update annual rating trend with most recent rating更新收视率曲线 Identify top 20 programs 确认市场前二十名节目 Analyze actual drama performance 分析已播出的电视剧收视表现 Collect drama information 收集必威体育精装版剧集信息 Utilize drama predictor 使用电视剧预估仪 Prepare CPRP table 准备收视成本表 Rating Trends By Channels电视台平均收视率曲线 Program Rating trend 节目收视率曲线 Actual Drama Performance 已播电视剧收视表现 Drama Predictor电视剧预估仪 CPRP table 收视成本表 Main Steps 主要步骤 Optimization on cost- efficiency 在成本上进行优化 Select suitable breaksthrough commercial-break optimization within CPRP table 在收视成本表中选择收视成本合算的广告段 Optimization on combination 在排期表内部广告段组合上进行优化 Optimize the GRP or reach goal through different channel and commercial breaks (cost- efficiency and high affinity ) mixture 根据不同的收视率或到达率的要求进行广告段的优化组合 Tools书工具- X pert and Infosys Main Steps 主要步骤 Adjust spots based on the requirements of spots pattern and day parts split 依据时段分布与广告点分布规则调整广告点 Outline booking , material and payment requirements 标注下单,串带, 付款时限 Outline drama list and package details 标注电视剧名称与套播内容 Check accuracy of the overall scheduling formats and formulas 复查排期表整体内容与公式的正确性 Schedule 排期表 Main Steps 主要步骤 Execute bookings based on client approvals and confirm with medias 根据客