广告媒介计划工具发展沿革及新趋势研究.docVIP

广告媒介计划工具发展沿革 及新趋势研究 摘要：在媒介计划领域，有效频次一直是业界广泛使用的理论工具，但其有效性始终未获得证实。本文梳理了媒介计划中从使用媒介评估工具，到达率和平均频次，有效频次计划，到频次价值计划的理论沿革，考察了有关有效频次计划争议的原因，并介绍了基于广告接触频次分布和广告反馈曲线的频次价值计划理论及其执行过程，即通过设计和测试多种可能的广告排期表，以确定适合广告目标的最经济的广告排期选择。最后，根据对37份制定并执行于近10年间的我国的媒介计划的内容分析，探讨了频次价值计划在我国实践的现状和趋势：有效频次计划工具在我国广告界的使用仍占主导地位，同时计划者也不失对广告反馈值的尝试。但由于缺乏估算广告接触频次分布和广告反馈曲线的统一标准，实践频次价值计划的时机尚未成熟。 关键词：媒介计划，有效频次计划，频次价值计划 Abstract：The validation of the effective reach and frequency has not been confirmed. However, there is no question regarding the enormous popularity it has achieved as an approach to media planning. This paper reviews the evolution of media planning theory which is from raw media weight，average reach and frequency planning, effective reach and frequency (EFP)，and to frequency value planning (FVP). It articulates several possible reasons for the EFP paradox, then addresses these reasons by outlining frequency value planning as a practical, and more theoretically sound, media planning procedure that achieves effective frequency goals. It bases on the advertising exposure distribution and response curve, begins by developing various kinds of trial schedules, then selects the best one under the budget constraint and other conditions. That is the process of FVP. According to the content analysis of the 37 ad schedules which were executed in 2000-2009 in China, we discuss the issue of weather the FVP would be used in China now: EFP is still the most popular approach to media planning, but planners are also trying the advertising response value to develop the media target. However, as the general advertising exposure norms and advertising response functions have not been determined, it seems difficult to using the FVP to media planning now, and that is the productive areas for future research. Key words：Media planning, Effective frequency planning, Frequency value planning 引言 媒介计划的核心追求是广告的效果，精准地测量不同的媒介计划策略的效果一直是媒介计划领域的重点，为此，学界一直地探索合适的概念和理论工具。有效到达率和有效频次在国内外的媒介计划领域一直被广泛运用。但是，其效果并没有被证实。本文试图在梳理媒介计划工具理论发展沿革的基础之上