(, , . .), . .
, , - . , - .
. , . .
15. .
, , . - , .. , . . , , , . . . . , ? . . , , , , ? , . , .
, . . , . , -, . , .
. . , . , , . , ?
. , , . , - . , , , . . , . , . , , , , - , , .
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. , , . , . , , .. - . , , , - .
. . . . , . , . , , .
. , . , . , , . , .
16. .
1. GRP =
-, GRP, - , , . .
2. GRP, , ( , , .) . (TRP - Target Audience GRP).
3. (average frequency) - . .
4. (reach freguency distribution) - .
5. (affinity), , , , ..
6. - (OTS - opportunity to see).
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TRP OTS, / , .
17. .
, . - , . CPT ( . Cost Per Thousand) :
CPT = / 100%
CPT .
- CPTOTS. , , / , , /:
CPTOTS = /OTS ( ) 100%
CPT Reach - , , / :
CPT Reach = /(Reach (1+) x ) 100%
GRP - CPP ( . Cost Per Point) - , :
CPP = /GRP 100%
CPP, (.. , ) ( GRP).
18.
, . , , . , - , : (Cover), (Affinity), (CPT, Cost Per Thousand).
. . , 45 . 20 40 , - 400 . , 45/400*100% - 11.25%. , . , . , ( ). . , () .
. , . ? (Affinity Index), : AI = 100 * Ct% / Cu%, Ct% Cu% - , . 100 . 100. . - . 120...400. AI , .
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. , : .
CPT = / 100%
CPT .