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1

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www.mediaplan.ru

2002

...........................................................................................................................................6

1. ...................................................................14
2. ..............................................................................................................17
3. .....................................................................................................18
4. ?....................................................................................21
I.
:

1. ...............................................................................23
2
2.1 ...............................................................................................24
2.2 ...........................................26
2.3 ().................................................................29

II.

1. :
................................................................................................31
2. : c
, ........................................................................................33
3. : ,
.
3.1 , ......................................................43
3.2 .........................................................................................................................44
3.3 , ..............................................45
4. ..............................................................................47
III.
"

1. G(m) m
..........................................................................................................49
2. G(m)
........................................................................................................................52
3.

G(m) =
gm(f)
f=1
3.1. gm(f)................................................................................56
3.2. G(m, f+)
f .......................................................................................60
3.3. ........................................................................61
3.4.
.......................................................................................62

4. G
4.1 .........................................63
4.2 ..................................................................64
5. G...............................................................................67
6.
G = g(f)
f
6.1. g(f).........................................................................70
6.2. ..........................................................74
6.3. G(f+)
f ........................................................................................77
6.4 .............................................................................................................78

IV.


1. S..........................................................................................79
2. ..............................................82
3. s(f).............................................................................................................84
4. ............................................................................84
V.

1. ............................................................................................................88
2. . .
........................................................89
3. .....................................................................................93
4.
........................................................................94
VI.


1. ........................................................98
2. ..................................................................................................................99
3. ..............................................................100
4. S
G(f+) ......................................................................100
5.
.......................................................................................................................100
VII.

WEB"
1. ............................................................................................................................103
2. web.................................................................................................................110
VIII.

. ...............................................................................113
1.
1.1. ().....................................................................................118

1.2. ..........................................................................................................122
1.3. . .
.........................................................................................126
2. ......................................................................................136
3. ......................................................................................143
4. ........................................................................................145
........................................................................................................................................157
IX.

EXCOM MEDIA PLANER
1...............................................................................................................................................159
( ).................................................................163
2...............................................................................................................................................166
3...............................................................................................................................................182
.....................................................................................................................183
: ...................................................................183
: ............................................................................183
: ..............................................189
: ().......................................191
: ..................................................................193
: .
Excom Media Planer.............202
.........................................................................................................................................215
1.
Excom Media Planer....................................................................................................................222
...................................................................................................226
..........................................................................................................235
.........................................................................................................236
.........................................................................................................238
.........................................................................................................240
.........................................................................................................247
2. .................................................................................................253
.........................................................................................................253
.................................................................................................................257
.........................................................................................................261
3.
................................................................264
4.
1.........................................................................................................................................272
2.........................................................................................................................................286
3.........................................................................................................................................295
5. ...........................................................302
..........................................................................................................................306

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VIII.

125

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1.CocaCola

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2. Microsoft

70,2

56,7

3. IBM

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4. Intel

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30,0

5. Nokia

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20,7

6. General Electric

38,1

33,6

7. Ford

36,4

33,2

8. Disney

33,6

32,8

9. McDonalds

27,9

26,2

10. AT&T

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129

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(23)

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m0 + 1
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130

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VIII.

131


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132

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3.

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11.8.

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2.7.

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2.3.

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148

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149

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.

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150

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VB

VIII.

151


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2 . 

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152

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154


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. 59.

VIII.

155

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5%) , 

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).

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156

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IX. Excom Media Planer

159

IX

EXCOM MEDIA PLANER



Excom Media Planer.
, 
Excom Media Planer (. VI) 
CPP. 
.

Galileo Excom Media Planer.


Excom Media Planer. 
, , ,
.

1

, Excom Media
Planer. 
.
( . 4 II), CPP (cost per rating
point) j
: Cj = vj / Rj , Rj , vj
j .
CPP , V

160

CPP, ,
L

mj= [( Rj/ vj) / Rj/ vj ] (V/ vj ) . , 


j=1

CPP , ()
M j max.

68 . 6 : F
5 . 
V CPP ,
. Excom Media Planer
F
. F 

: x = V/VK . , 

.
. 61 64. 
.
. 61 F (
S1(EMP)) x,
. S2 (CPP)
F CPP.
,
( )

61.
.

IX. Excom Media Planer

161


.
. 61 , :
S(x) = x/(1+x) .

(1)

,
( 0% 70% ) 
S1 S2.
(1)
(41), . 1 IV. , , 
( 
, ,
) (41) G , GK 100%, 1" XK = XF V/(V+VK)
= x/(1+x). (41) (1).
(1) ,
,

( (41) 
Excom Media Planer).
. 62 
S1 S2 ,
CPP.

. 62.
( )
.

162

, ,
Excom Media
Planer. , 
F (5%"10% )
Excom Media Planer , 35%
, .

, , . 61,
(. 63).

. 63.
.
. 63 ( . 61) ,
, 
CPP, Excom Media Planer.

. 64. "

IX. Excom Media Planer

163

. 64 
CPP
(Excom Media Planer). . 64 , 
x=5%"25%
27%"34% , 
, .

( )

. 

. (
) , 
, (c. [6], . 48, 51, 54), 
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F
NF = DR S .

(2)

DRS , 

164

DR S , 
F.
, 
, DR
(. (1.7) II):
DR = D [ 1 " (1 " ) ] ,

(3)

D , ,
. () F
:
dF = NF / D.

(4)

(2)(3),
() (1), ,
F:
dF = S [ 1 " (1 " ) ] = x/(1+x) [ 1 " (1 " b ) ],

(4)

x = V/VK F
. (4) , 
F 
.
(4) 
,
.
(4)
x F. , 
:
x = dF / (dR " dF ) ,

(5)

dR = DR/ D = 1 " (1 " )


, 
(. 
(3)).
, x, ,
dF , 
dR (, , 

IX. Excom Media Planer

165

) dF, .
. (5)
dF =10%, = 80% , = 20%, dR = 36%, x = 38%.
, 10% , , 
40% . 
(5) , 
. ,
= 50%, 
, ,
60% , , 
10% 20% 
. , ,

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(5) , 
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.
x(dF), (5),
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. 65. (
) .

. 
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, . 65,

166

. F 40% 
, 10% 30%
(36% 100% , ).
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50% , ,
.
3 
, , , 
Excom Media Planer.

2
Excom Media
Planer , 
[24] .68. ,
,
Galileo,
.

Galileo,
, 
.
, , 
, 
. , Excom
Media Planer

, Galileo 
. , 
 
Excom Media Planer,
,
( ,
100% ).

. , , 
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, 
, . ,

IX. Excom Media Planer

167


( )
, . 

,
. 4 II, 
( CPP, )
, . ,
5%10%

. 
, 
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, (. III).
,
. ,
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5%, 
.
. 
(. [24], .68):

5 .

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 .

 1644 .


,
95%.
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35 ) 7080% .
 
78 .

 215 000 .

168

, , 
. ,
Excom Media Planer 

( ), 
(. 
1).

, [24] 
.
, , 

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Excom Media Planer 

, , Excom
Media Planer, [24] . , 
, ,
(F) (K1)
:
1. 
10 ../.
2. 95% ..
5% 
.
3. 
( F) 3 (1, 2 3).
4.
25% .
5. 20% 
, .. 80%
.
6. , 

1 6.
7. , 
(
,
).

IX. Excom Media Planer

169

.17
(), 
. 
(. . 66). 
( 20 
), .

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. 

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() (. 
1) . , 200 000 $,
.

. 66.

170

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66),
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4 .
, . 3
5 .

4 (. . 67).
,
G(f+), Excom Media Planer 
Galileo .

IX. Excom Media Planer

171

. 67.

Galileo Excom
G(f+), 

749
749
Galileo

8.3
7,9
f. ,
(1+)
91%
95%
f ( 
(3+)
89%
86%
G(9+)) , 
(5+)
82%
73%
Galileo 
(7+)
68%

G(f+),
(9+)
48%


(11+)
29%

Excom Media Planer. 
(13+)
15%

,
(15+)
6,4%

G(f+)
m
GRP (. (21.1) 3 III): G(m, f+) = m R.
f=1


Excom Media Planer 

.
"
. 

172

, 
. 
,
. (. .
68, 69), 
. 
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. 68. .

. 69.
.

IX. Excom Media Planer

173


. , 
, 

.
,
1) 
, 100200 . ;
2) , , 
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450 . , ,
. 69, ( 200 ..)
F (,
).

Excom Media Planer , 
Galileo (. [24], .69). , 
Excom Media Planer ,
2,2% 1,2% 
,
Galileo. Nk . 69

F, 
F.

, . . 7
,
F 3 , 1, 
, 
Galileo (.. ,
Galileo). Excom Media Planer 
K1. 
1 
, Galileo. 

,
1 F. F ,
Galileo, 1 , 
Excom Media Planer.
+ . 

174

. 
.
+ . 

Excom Media Planer
Galileo. . 70.
,
, 4% 3% . , 
(
) : Excom Media Planer

. 70.

IX. Excom Media Planer

175

Galileo 9% 9+8% = 17% ,


Excom Media Planer 112% (
$22,6 .) , Galileo.
,
. 70. P(F) (61), (62)
V.
, P(F), I(F) V(F) 
P(F) = I(F)"V(F). N(F)
(63)
:
1)
N(F,L) =

D (f) s(f),
f

2) N(F, R+), 
( 
)
N(F, R+) = K DBK n(f) s(f),
f

3) N(F, R")
( )
N(F, R ") = F DBF " F DBF n(f) sK(f),
f

4) N(F,B) = (1" F ) DBF = *F DBF.


,
:
Dm T ( ), 
( Db Dm ),
j ,
F Dm).
*j . , N(F,B) = *F DBF = *F (
, T=5
Dm=10000000/4,345238*5=11506850 ( 4,345238=365/12/7
). = 95% , F =
25%, *F = 80%, DBF = 0,95*0,25*11506950 = 2732877, N(F,B)= 0,8*
DBF =2186302.

.
N(F, R"). F 
F DBF = 0,2 * 2732877 = 546575 ,

176

N(F,P") = 292350, 254225 


F (
F
). F, 
, N(F,R+)=830346.
N(F,L) = 291350. 
, F
291350+830346=1121696 . , 
F 254225 .
F . , , 
$0,2*(1121696"254225)"$171019 = $2475 (. PR(F)
). , $0,2,
V(F) = $171019. 

$0,2*(1121696"254225 + 546575 + 2186302) " $171019 = $549050 (.
P(F) ).

. 71, 72 

. 71.

IX. Excom Media Planer

177

. 72.
. . 72
N(F,L), N(F,R+), N(F,R") N(F,B).
. 73,74 
() G(f+) Excom Media Planer Galileo.

. 73.

178

. 74.
. 75 
.
, .17. 

. 75.

IX. Excom Media Planer

179



.
,

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(, , 
). , 
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.
. 

. : 


180

. 
. 

,
. 
. ,

( ) .

. 76.

. 77.

IX. Excom Media Planer

181

. 76, 77 
g(f) G(f+) Excom Media
Planer Galileo.
S(f) F 1,
. 78, .

. 78.
, ( 
) S(f) 
, Excom Media Planer. 
, (
) , ( ),
. 
F ( SF ). 

1. F 
1, 100%.
, 
9% 17% (.
N(F,L), N(F,R+), N(F,R") . 70).
F (Excom Media Planer) 
1 (Galileo).
, 
F . ,


182

, , . 78,
, 
( ).
,
Excom Media Planer . 
, 
S(f) ( G(f+)),
, 
(. . 75). ,

, (f1 , f2 ) = (10,15) ( 1,6) ,
,
S(f) 
. 
( 
),

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S(f), G(f+)
g(f), 
.

3
Excom Media Planer
. 
, , 

, . 

, ,
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:
1. , , 
. 
. ,


IX. Excom Media Planer

183


.
2.
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.

184

, $

$60 $30 $50 $30 $70 $60 $80 $45 $200 $20 $15 $15 $300 $5

15% 10% 15% 20% 4%

30% 30% 10% 20% 25% 4%

1%

0%

0%

0%

2%

1%

0%

10% 5%

2%

0%

70% 60% 0%

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1%

20% 5%

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5%

1%

1%

1%

5%

0%

$339 469

25% 0%

0%

0%

0%

25% 0%

0%

0%

0%

0%

0%

0%

$230 296

0%

0%

$100

20% 20% 0%
5%

0%

60% 0%

$877 106
$1 088 036
$295 455

. 0%

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0%

60% 0%

0%

0%

0%

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0%

0%

0%

0%

0%

$204 300

0%

0%

25% 0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

$128 750

94 0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

90% $270 000

0%

0%

0%

0%

0%

0%

0%

0%

0%

70% 0%

0%

0%

0%

0%

0%

$308 000

0%

0%

0%

0%

90% 0%

0%

0%

0%

90% 0%

0%

0%

0%

$646 650

(~300) 35% 5%

(./.)

3.

28% 77% 1%

69% 58% 55% 3%

0%

50% 1%

29% 15% 15% 10% $1 376 188

1500 500

25

1000 150

250

1500 250

1600 50

500

250

250

7825

1000 250

250

150

500

1600 25

250

250

250

4775

1500 500

50

750

250

500

1000 250

1600 150

500

100

250

7400

100

150

250

150

500

250

250

500

100

25

1600 50

25

500

250

4700

150

250

1000 100

150

250

250

100

50

250

1600 250

250

1000 250

5900

1000 150

1000 250

50

500

150

25

50

1500 1600 2500 100

5000 250

14125

1500 150

2000 1500 25

1000 150

25

100

2000 1600 3000 150

10000 250

23450

2500 150

3000 2000 75

1500 300

75

250

3000 1600 5000 250

15000 250

34950

500

500

1000 500

100

250

150

150

100

1000 1600 2000 100

2500 250

10700

250

1000 150

50

250

150

100

1000 250

250

1600 1000 250

500

250

7050

150

2000 150

100

1000 100

200

1500 250

1600 250

1000 500

250

9050

25

3000 500

150

2000 150

500

2500 400

1600 100

1500 500

250

13175

6175 11350 103004875 6150 4650 2950 8875 2200 8025 1920014375 4875 36100 3000 143100

100

150

1.
1, 
( ). 
:
1. .
2. .
3. .
,
, 1 3
.
2.
( "
2 ):
1. ;
; 

25,4%

8,9%

$877 500 $0

$292 500 $77 250


+ $0
$0
"94 $0
$0
$7 313 $25 750

$0
$0

$73 125 $10 300


" $0
$0
"."$0
$128 750

$0
$128 750

(~300)
$212 063 $144 200

% 85,5%
% 14,5%

72,0%
28,0%

7,6%

7,5%

$0
$0
$0
$55 575 $34 050 $0
$0
$0
$0
$0
$0
$270 000
$185 250 $51 075 $0
$0
$0
$0
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$34 050 $0
$0
$204 300 $0
$0
$1 703 $0
$0
$0
$0

$11 000 $2 153

$219 656 $129 675 $15 323 $30 000 $1 440

$192 510 $135 700$62 531 $27 075 $80 250 $112 613

97,5%
2,5%

45,0%
55,0%

31,0%
69,0%

$0
$0
$11 520 $83 700
$259 200 $0
$0
$0
$1 440 $1 395
$0
$0
$14 400 $1 395
$0
$0
$0
$0
$0
$0

99,5%
0,5%

4,1%

3,7%

3,1%

$23 600
$70 800
$0
$0
$1 180
$0
$4 720
$0
$0
$0

$150 938
$1 078
$0
$0
$1 078
$0
$0
$0
$0
$0

$0
$0
$36 100 $40 125
$0
$0
$0
$0
$9 025 $8 025
$0
$0
$108 300 $32 100
$0
$0
$0
$0
$0
$0

42,5%
57,5%

71,0%
29,0%

85,0%
15,0%

2,8%

$146 250

$160 500

$180 500

$215 625

$19 969
$39 938
$0
$0
$7 988
$0
$11 981
$0
$99 844
$0

90,0%
10,0%

4,8%

$236 000

$8 800 $4 305
$88 000 $17 220
$0
$387 450
$0
$0
$22 000 $17 220
$308 000 $0
$2 200 $2 153
$0
$0
$0
$0
$0
$0

95,5%
4,5%

5,0%

$279 000

6,4%

65,0%
35,0%

5,2%

$288 000

6,9%

99,5%
0,5%

5,9%

$300 000

$340 500

$370 500

$399 375

$430 500

$440 000

$515 000

$1 462 500

, $

185

IX. Excom Media Planer

50,0%
50,0%

2,5%
$2 925
$29 250
$0
$0
$731
$0
$731
$0
$0
$0

23,0%
77,0%

2.
(85,5%) 
( 
).
2. 
, , .. 
. , ,

.
3. ,
(97,5%), ,
(2200 .).
.
4. 90% ,
.
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, .2. . 3 
(2 ).
, 
. 

,
. , , F
:

186

F
10% 2 .
(2)

"
"."

(~300)

6,4%
21,2%
$0
$77 250
$25 750
$10 300
$0
$128 750
$128 750
$144 200

9,6%
16,5%
$19 969
$39 938
$7 988
$11 981
$0
$99 844
$0
$219 656

7,2%
15,3%
$0
$55 575
$185 250
$0
$0
$0
$0
$129 675

19,8%
14,0%
$0
$34 050
$51 075
$34 050
$204 300
$1 703
$0
$15 323

11,3%
11,5%
$0
$83 700
$1 395
$1 395
$0
$0
$0
$192 510

6,5%
8,9%
$150 938
$1 078
$1 078
$0
$0
$0
$0
$62 531

9,0%
6,6%
$0
$40 125
$8 025
$32 100
$0
$0
$0
$80 250

12,2%
6,0%
$2 925
$29 250
$731
$731
$0
$0
$0
$112 613

72,0%
28,0%

45,0%
55,0%

65,0%
35,0%

95,5%
4,5%

31,0%
69,0%

71,0%
29,0%

50,0%
50,0%

23,0%
77,0%

$2 426 750

$146 250

$160 500

$215 625

$279 000

$340 500

, $

$370 500

$399 375

2
42,1%

$515 000

3.

$242 894
100%
$173 831
$360 966
$281 292
$90 558
$204 300
$230 296
$128 750
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3.
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$45 000

$9 000

$750

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$750

$18 124
$9 589

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$12 500 $22 500

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$30 000

$6 000

$375

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$25 000 $45 000

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$15 000

$2 250

$0

$1 500

$16 830

$6 000

$4 500

$15 000

$750

$500

$4 500

$6 613

$50 000 $4 500

$9 000

$7 500

$15 000

$3 750

$5 000

$3 000

$8 495

$50 000 $1 125

$60 000

$4 500

$30 000

$37 500

$30 000 $7 500

$17 930

$100 000 $1 125

$90 000

$4 500

$60 000

$45 000

$40 000 $45 000

$32 630

$150 000 $3 375

$150 000 $4 500

$90 000

$75 000

$60 000 $60 000

$49 310

$50 000 $6 750

$30 000

$15 000

$15 000

$30 000

$20 000 $15 000

$16 226

$7 500

$45 000

$15 000

$30 000

$9 000

$15 000

$5 000

$1 500

$14 430

$7 500

$67 500

$9 000

$60 000

$6 000

$3 750

$0

$3 000

$20 757

$25 000 $112 500 $1 500

$90 000

$9 000

$1 500

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$4 500

$31 959

$32 754 $38 340

$67 334

$31 471

$13 973

$14 445 $17 901

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.

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$128 750
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$55 575
$185 250
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$19 969
$39 938
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:
$1 625 375

, $

$340 500

$399 375

3
28,2%

$370 500

$515 000

IX. Excom Media Planer

$165 104
100%
$19 969
$206 813
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$8 888

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$45 000

$14 809

$12 500

$6 000

$22 500

$4 500

$4 277

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$9 000

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$5 743

$50 000

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$1 125

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$8 498

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$13 838

$150 000

$150 000

$3 375

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$21 554

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$8 954

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$11 810

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$112 500

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$52 500

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$27 000

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175

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IX. Excom Media Planer

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IX. Excom Media Planer

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$600

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$2 315

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56%

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35%

$1 191

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43%

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54%

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100% $248

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$400

$16 347 $16 347

$14 000

$14 400

$0

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100% $347

$16 000

$1 200

$3 700

$4 900

$4 660

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51%

$4 267

$41 200

$82 000

$37 280 $119 280 66%

$40 800

9.

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$32 375 $47 227

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IX. Excom Media Planer

209

. 88. .
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Excom Media Planer.
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IX. Excom Media Planer

211

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212

Excom Media Planer. IX

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IX. Excom Media Planer

213

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Excom Media Planer. IX

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215



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www.gallup.ru.),
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Excom Media Planer. 1

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