ASSIGNMENT 8.1

NGUYỄN TRẦN TRỌNG THUYẾT– LÊ HUỲNH PHONG

QUESTION 1 – Basic Indicator

INDICATOR EXPLANATIONRATING The percentage (%) of the target audience exposed to a TV at a given moment

GRP- GROSS RATING POINT

Sum of the rating point of audience size on every channel, equals sum of rating of 1 spot multiplies with amount of spot.

REACH Percentage of our target audience that was exposed at least once to the advertising key message.

FREQUENCY The average number of times that each person is exposed to a brand’s advertising campaign or schedule.

CPRP – COST PER RATING POINT

Cost for one rating point (in my target) using a specific channel / programmeEquals Program Total Cost / Program Rating or Channel Total Cost / Channel GRP

QUESTION 1 – Example

Take an example of a media planTarget audience: Female, 20-29 years old, urban, all SECs, have at least 1 job or currently working estimate about 6.5 milsMedia Plan: Book 2 spots at Vietnam Idol (150 mil / spot), 2 spots at Thay Loi Muon Noi (50 mil / spot), 8 spots at Movie on HTV3 (70 mil / spot), 2 print ads on Tiep thi Gia Dinh (40 mil / 1 spot)According to the rating of the TV Stations, rating of Vietnam Idol is 12 (means 12% among the target audience watch VN Idol), Movie on HTV3 is 10% and Thay Loi Muon Noi is 7%; The Gioi Phu Nu has a readership of 150,000 since the rating is 2.3*GRP = 12 x 2 + 10 x 8 + 7 x 2 + 2 x 2 = 122* Reach: after all, conduct a research and get the statistic of about 45% of target audience reach message at least 1 reach is 61%, Frequency is 2+ (means on average every person has been exposed to the ad about 2 times and more) We have Reach x Frequency = 61 x 2 = 122 = GRP* CPRP for VN Idol = 150 / 12 = 12.5 million per rating means 123.5 million to reach 1 percent of target audience* CPRP for whole campaign = (150x2 + 70x8 + 50x2 + 40x2) / 122 = 8.5 means 8.5 millions to reach 1% of TA

QUESTION 2 – Media evaluation

Which elements is the answers of the key question: “Did the plan meet Media Objectives?” ?

1 •Do you know the proposed media objectives?

2 •Do you touch the right target audience?

3 •Do the impact of the activations through the KPI, key message, contents of message… make sense?

QUESTION 2 – Media Evaluation

There are many things to consider a campaign to be successful or not but on the media side, we only focus on MEDIA – the statistic, the number, the KPI…Reach and Frequency

Position against competitive bench mark

Budget efficiencySynergy in channel mix (Above and Below the line)

Especiallycheck

4 CRITERIA