Media Planning

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
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3. : ,
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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
: .
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.........................................................................................................................................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
72,5
83,8
2. Microsoft
70,2
56,7
3. IBM
53,2
43,8
4. Intel
39,0
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5. Nokia
38,5
20,7
6. General Electric
38,1
33,6
7. Ford
36,4
33,2
8. Disney
33,6
32,8
9. McDonalds
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26,2
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(23)
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VIII.
131

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132
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1

. 41. S(f+) = S(j) f.

[1 " X(m"j+1)] d(m"j+1) (1 " )

DB(m) = X(m"j+1) d(m"j+1) ( 1" 1) j"1 .

(m) = 1" (1" 1)m. D(m) DL(m),

, DL0 DB0 DL DB.

dF (m0) = 1/ m0 1 (1" 1 )i =(1" 1 )/ (m0 2) 1 (mo),

, , 1 (m) = 1" (1" 1)m.

, (21) (23) (24) :

1%,. m0 (r=1%) m0 (r=3%) m0 (r=5%)

0.25 28.35% 1.1.

IX. Excom Media Planer

EXCOM MEDIA PLANER

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

IX. Excom Media Planer

IX. Excom Media Planer

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

IX. Excom Media Planer

IX. Excom Media Planer

IX. Excom Media Planer

IX. Excom Media Planer

IX. Excom Media Planer

IX. Excom Media Planer

Galileo 9% 9+8% = 17% ,

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

N(F,P") = 292350, 254225 

IX. Excom Media Planer

IX. Excom Media Planer

IX. Excom Media Planer

IX. Excom Media Planer

15% 10% 15% 20% 4%

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

90% $270 000

69% 58% 55% 3%

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

1500 1600 2500 100

2000 1600 3000 150

3000 1600 5000 250

1000 1600 2000 100

1600 1000 250

$292 500 $77 250

$73 125 $10 300

$11 000 $2 153

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

IX. Excom Media Planer

$25 000 $67 500

$12 500 $22 500

$25 000 $45 000

$50 000 $4 500

$50 000 $1 125

$30 000 $7 500

$100 000 $1 125

$40 000 $45 000

$150 000 $3 375

$150 000 $4 500

$60 000 $60 000

$50 000 $6 750

$20 000 $15 000

$25 000 $112 500 $1 500

$32 754 $38 340

$14 445 $17 901

$12 500 $22 500

IX. Excom Media Planer

IX. Excom Media Planer

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

N(F,P") = 292350, 254225