《精编》广告媒介策略之效果的提升

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4、eijingTV2 DiaryPMPM DiaDiaryPMPM DiaDiaryPMPM Dia PeopleMeterVsDiary RatingComparisoninGZinMar 18 30 18 456 92 942 6 73 958 4 2248 41 538 18 45 19 007 3568 7 25 982 3 62 364 3 52 571 19 00 19 154 52 862 5 23 669 137 759 209 146 19 15 19 305 82 340 4 92 653 12 710 683 19 912 965 19 30 19 4512 74 233

5、13 85 741 10 98 982 19 71261 19 45 20 00136 953 157 852 10 98 376 19 411 559 20 00 20 1521 115 172 20 713 465 6 22 744 8 9334 20 15 20 302 315 367 21 213 664 4 72 553 62948 20 30 20 4521 71046 18 39 250 5 53 665 5 24 892 20 45 21 0016 97 645 14 97 651 4 73 472 5 24 892 21 00 21 1512 2866 11 47 667 8

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7、yPMPM Dia HUT PUT 浥 浥 1000 AA30000201500B1000020500C500051000D30000103000 B A C D A CPRPCPM10002020020000100010B 5002010020000100020 Circulation ClaimedCirculation AuditedCirculation Rating Readership Passalongrate ReadersProfile Position Coverage TrafficFlow Height Size Visibility ProductionQuality

8、 Maintenance lnvolvement ClutterLevel EditorialEnvironment 滷 AdvertisingEnvironment Relevance 50 50İ 60 16 滷 洴 滷 廷 屾 CDI BDI MKPop C S B S BDICDIA101213130120B204022110200C30243010080D10855080 A 100 CDI BDI B 100 CDI BDI C CDI BDI 100 D BDI CDI 100 SH624320 499927 1132H8333665L2 11BJ400213 386621 11

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10、4 15SD QD JN 19346 6403 554L118077298H3retain5HEB16455 4833 548L1499145L4 16 Sales RankBDIRankConsump CDIRankRankRank ManketPop Pop 98YTDSalesSalesBDISurgar CatCDIBDI CDISatesPotentia SH499927 22962 181 1185 8 BJ386621 21001 842Retain184 1 ZJ HZ NB 16879 12391 362Retain1123 1 SC CD 11256 4152 711 11

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12、ales ProgrammeInvolvementAnalysisTarget Peopleaged16 35Universe 1 039 000Period Jan 99 Jun 99 BTV 1Ch 6ProgrammeType DramaPro Reach ProgrammeInvolvement episodeave 1stLineDrama14 12 17 1 9921episodes2005 205045minutes10 91007 2665 3494370 9818 1 17 223episodes2005 205045minutes10 71005 5514332 4220

13、5512 2 30 340episodes2005 205045minutes18 41006333140 950 1119 4 14 520episodes2005 205045minutes14 91009 9666 5445 6382 11419 5 15 621episodes2005 205045minutes14 11008 5605 7404 3301 1815 6 27 731episodes2005 205045minutes7 51002 9391 9251 3170 452ndLineDrama17 6 28 732episodes2140 223045minutes10

14、 51004 2401 9180 440 1121 5 16 620episodes2140 223045minutes9 41003320 890 110028 4 20 520episodes2140 223045minutes111003 7341 9170 760019 4 27 420episodes2140 223045minutes7 21002 3322210 680019 3 13 420episodes2140 223045minutes8 61003352230 670022 2 18 319episodes2140 223045minutes6 71001 7250 6

15、90 230024 12 3 2 9930episodes2140 223045minutes8 61003 9453331120 11 Indes25 Index50 Index75 Index100 Index ProgrammeInvolvementAnalysis Target Peopleaged16 35Universe 1 039 000Period Jan 99 Jun 99 BTV 1Ch 6ProgrammeType Infortainment VerticalProgrammes SocialNews1 3 30 61940 195010minutes8 31006 17

16、34 1492 8342241 1 30 61830 185525minutes1610012759577 1443 8241 5 30 61200 123030minutes8 21005 8715573 6441121 5 30 61814 183015minutes4 21002 4572484 331124Movie1 3 30 62050 2230100minutes18 31004 726180 530 111 1 30 61010 114090minutes10 11005 2513 9392 6260 66AnimalProgramm1 1 30 61953 204040min

17、utes14 31005 4383201 5100 64Entertainment1 5 30 62315 235540minutes191005262110 950 211 5 30 62050 213041minutes1410010718545 640321SportsNews1 1 30 62050 214050minutes2 81001 7610 9320 3110 14 Pro Reach episodeave ProgrammeInvolvement Index25 Index50 Index75 Index100 Index RagingTrendsof1stand2ndLineDramaonBeijingTV 1 Jan Jun Source SofresRatingMonitoringReport1999 DMB BMediaChina

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