如何使电视广告花费更有效--电视广告投放的优化方案-尼尔森

…………24681216ABCCAB153015/4Thisimagecannotcurrentlybedisplayed.-5000%10%20%30%40%50%60%70%LikeabilityLinkagePurchaseInterestLinkageThisimagecannotcurrentlybedisplayed.NielsenIAGanalyzed:FactorContributionToGeneralRecall1,500FoodandBeverage(lessalcohol)brands100,000adplacements30,000adsCasestudy/Thisimagecannotcurrentlybedisplayed.47%76%62%46%71%76%1530Index200A15A306%15%%GRPs34%20%节目类型A节目类型B9.7%9.4%6.6%5.9%4.7%2.8%2.2%1.9%1.3%0.6%Multi‐spotting(sameproduct)Quality ofpreceding adPresence ofbillboardMulti‐spotting(same ad)LesscommercialtimeLesscompetitiveadsFewer ads inpod# 1 position inpodFirst podHybrid in pod%26%19%14%30%23%15%34%26%18%无配合配合混合配合植入NielsenBrandEffect(IAG),9.20.10–3.21.11,P13+LimitedtoPrime,Non-sportsProgramming.RegularShow;Limitedtosamebrandswithinnet广告回忆信息回忆喜爱度56%42%35%25%46%28%21%15%TV+OnlineExposedTVOnlyExposed+67%+22%+50%+67%NielsenBrandEffect(IAG),9.20.10–7.31.11,A18+GreenarrowsindicateapositivedifferenceDualPlatformislimitedtothoseexposedwithintheprevious7daystoTV+OnlineVideo;LimitedtosamecampaignsforbothTV+OnlineExposedandTVOnlyExposed;TV+OnlineExposedsample:18,165;TVOnlyExposedsample:4,587,549+•在实际环境中实时监测“反响”，并及时调整投放•高质量广告是关键，效果不好时要及时调整广告版本•找到适合的频道和适合的节目类型投放广告•使用互联网广告配合电视投放