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How to make the spot planning At a right target. CSM Media Research Feb. 2010. Planning -Targeting. BYD F6 Target : 30-50 old years old Target Description : Good career/high income and education/high education/ high life quality. Period : Nov. to Dec. 2009 Duration : 2 months

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CSM Media Research Feb. 2010

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Csm media research feb 2010

How to make the spot planning At a right target

CSMMedia Research

Feb. 2010


Planning targeting

Planning -Targeting

BYD F6

Target : 30-50 old years old

Target Description :

Good career/high income and education/high education/ high life quality

Period : Nov. to Dec. 2009

Duration : 2 months

Market : Haikou


Scheduling targeting

Scheduling- Targeting

Universe(000) Sample

30-50347 387

With purchase intent for middle size car116 102

Plan to purchase the middle size car in 5 years 50 43


What s the target

Competition

Analysis

Media Brief

Target

Analysis

Ad. Plan

Target’s

Media Contact

Creative

Communication

Opportunity

Key Markets

Communication

Strategy

What’s the Target


What s the target1

What’s the Target

  • Audience Lifestyle Insight Survey Project

    • Project implementation date:Nov. to Dec.2009

    • Project implementation market:HAIKOU

    • Project description:

      Implement the media consumption and lifestyle questionnaire among 300 Diary HHs, with all panelists continuing to record 15-minute detailed every day TV viewing. On the basis of these questionnaires summarized lifestyle characteristics in addition to the conventional demographic characteristics, combined with TV ratings, to make audience, programming and advertising related analysis in InfoSys

    • Project results:

      • The questionnaire survey focuses on media contacts and lifestyle of Haikou Audiences

      • InfoSys - Audience Insight Version


What s the target2

Product Category

What’s the Target

Male/Female

More than 10 product categories

Product

Sex

Alcohol & Beverage

Food

Cooking Category

Fast Food Shop

Cleaning products

Toiletries /Cosmetics

Baby supplies

Sanitary & Sanitary products for female

Mobile Phone

Communication Service

Computer

Car

Home Appliances/ Digital Products

Medicine

Sports

Finance/Investment/Insurance

Others

4+

Purchase habit for grocery goods

Purchase

Habit

Age

Rating%

The activities in leisure life

Primary School

……

University

Attitude

Education

The reaction to ads and the media source

Managers

……

Unemployed

Media

Contact

Occupation


What s the target3

What’s the Target


How to target accurately

How to target accurately

  • Reach and Viewing Minutes by weekday

    • The reach of targets has not big difference, but at the weekends, the consumer target watched longer TV

Data Source:CSM, Haikou, TTV, Nov.-Dec. 2009


How to target accurately1

How to target accurately

  • Rating Trend

    • The prime time of consumer target starts late after 7 o’clock

Data Source:CSM, Haikou, TTV, Nov.-Dec. 2009


How to target accurate

How to target accurate

  • Channel Group share%

    • Consumer Target watched more national and provincial satellite channel group

Data Source:CSM, Haikou, TTV, Nov.-Dec. 2009


How to target accurately2

How to target accurately

  • Viewing time by program genre

    • Consumer target watched more sports and movie programs

Data Source:CSM, Haikou, TTV, Nov.-Dec. 2009


How to shoot accurately

How to shoot accurately

  • Spot Plan based on consumer target

Client: BYD f6

Target: Plan to purchase the middle size car in 5 years

Market: Haikou

Channel: Local Channels

Budget: 300,000

Period: 2010/1/1-2010/1/31(PM)


How to shoot accurately1

How to shoot accurately

  • Channel ranking

    • Consumer target watched more CCTV channels and provincial satellite channels

    • Hainan general channel and Haikou news and general channel have higher rating among all local channels


How to shoot accurately2

How to shoot accurately

TV Drama

直播海南

热带播报

Weekdays

TV Drama

TV Drama

直播海南

Weekends

热带播报

TV Drama

Data Source:Plan to purchase the middle size car in 5 years


How to shoot accurately3

How to shoot accurately

  • The cost and CPRP by channel by time band

Data Source:Plan to purchase the middle size car in 5 years


How to shoot accurately4

How to shoot accurately

  • Based on the rating of consumer target to do the spot planning, and make the spot plan done

Channel Selection

Time Band Selection

Program Selection

Date Selection


Csm media research feb 2010

How to reach accurately

  • Demographics of consumer target

University and above

Female

Senior middle school

Male

Junior middle school or below

55-64

Unemployed

Students

45-54

workers

35-44

Prof.Techn. and clerk

25-34

Self employee

15-24

Officer and manager

Data Source:Plan to purchase the middle size car in 5 years


How to reach accurately

How to reach accurately

  • The activities in leisure life in past half year

    • The consumer targets have higher life quality with more culture activities

Data Source:Plan to purchase the middle size car in 5 years


How to reach accurately1

How to reach accurately

  • Consumer Targets’ attitude

Findings

Consumer Target is sensitive to Price

Trust on Brands but not so much on Ad.

Love environment-friendly and new technology products

Data Source:Plan to purchase the middle size car in 5 years


How to reach accurately2

How to reach accurately

  • Media Contact Frequency

    • “U” shape

    • The traditional media still works well, internet becomes the new media with biggest user

Data Source:Plan to purchase the middle size car in 5 years


How to reach accurately3

How to reach accurately

  • The ad response experience in past half year

    • 46.5% Watched the products ads and then searched for more information

    • 32.6% Watched the Ads, and then put the bradn into my shopping consideration set

    • Only 1% After watching an ad, I went to buy the product

  • The Media Source of Ads responses

    • TV67.4%

    • Newspaper 46.5%

    • Internet39.5%

    • Outdoor 30.2%

    • Magazine 23.3%

    • Radio9.3%

Data Source:Plan to purchase the middle size car in 5 years


What s the target4

Product Category

What’s the Target

Male/Female

More than 10 product categories

Product

Sex

Alcohol & Beverage

Food

Cooking Category

Fast Food Shop

Cleaning products

Toiletries /Cosmetics

Baby supplies

Sanitary & Sanitary products for female

Mobile Phone

Communication Service

Computer

Car

Home Appliances/ Digital Products

Medicine

Sports

Finance/Investment/Insurance

Others

4+

Purchase habit for grocery goods

Purchase

Habit

Age

Rating%

The activities in leisure life

Primary School

……

University

Attitude

Education

The reaction to ads and the media source

Managers

……

Unemployed

Media

Contact

Occupation


Support you on the accurate media planning

Support you on the accurate media planning

  • Amy Gao

  • [email protected]

  • 010 85086859


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