Dmitriy Tikhonov

Mediaplanirovanie: Pokazateli I Modeli Pri Ispol'zovanii Mediamiksa Dmitriy Tikhonov Russian edition

Dannoe izdanie soderzhit materialy issledovaniy, posvyashchennykh planirovaniyu reklamnykh kampaniy v traditsionnykh sredstvakh massovoy informatsii. Materialy mogut byt' polezny dlya provedeniya issledovaniy v oblasti planirovaniya reklamnykh kampaniy, a takzhe v uchebnom protsesse dlya studentov VUZov. Pervaya glava soderzhit dannye ob osnovnykh tendentsiyakh na rynke reklamy v Rossii i mire; osnovnye opredeleniya i ponyatiya v mediaplanirovanii; osnovyne problemy v mediaplanirovanii. Vtoraya glava posvyashchena opredeleniyu i matematicheskoy zapisi osnovnykh parametrov mediaplana: okhvata, chastoty, reytinga; ponyatiyam rezul'tativnogo okhvata i chastoty; issledovaniyam v oblasti nakopleniya okhvata i kolichestva reklamnykh kontaktov, a takzhe voprosam veroyatnosti kontakta s reklamnym ob"yavleniem. Tret'ya glava osvyashchaet voprosy planirovaniya v usloviyakh primeneniya mediamiksa; soderzhit dannye o sushchestvuyushchikh modelyakh opredeleniya rezul'tativnykh mediaparametrov, a takzhe original'nuyu teoriyu minimal'noy rezul'tativnoy chastoty mediamiksa s opisaniem vsekh provedennykh issledovaniy dlya postroeniya modeli ee opredeleniya. V chetvertoy glave i prilozheniyakh predstavleny primery ispol'zovaniya predlozhennykh modeley i dopolnitel'nye materialy.