To perform media planning with high objectivity, etc.
Individual profile information, individual service or article information, individual media information are extracted from answers of questionnaires, respectively. Characterization by pieces of the individual profile information a1, a2, a3, a4, ... is performed for each of the pieces of individual article/service information b1, b2, b3, b4, .... For example, b1 (essence A), characterization is performed by persons of what kind of age averagely purchase it (a1) and persons having what kind of hobbies purchase many (a2), etc. Furthermore, the characterization by each of pieces of individual profile information c1, c2, c3, c4, ... is performed for each of pieces of individual media information c1, c2, ce, c4, ... in the same way. Then, some (for example, two) of the pieces of individual profile information a1, a2, a3, a4, ... are selected and a profile space using them as the coordinate axes is assumed. As shown in the figure, individual service or article, individual media are arranged and evaluated on the profile space.
COPYRIGHT: (C)2006,JPO&NCIPI
Kusumoto Kazuya
| JP8115367A | ||||
| JP877184A | ||||
| JP10124478A | ||||
| JP10124583A |
電通・博報堂 メディアプランニング導入 広告費、各媒体に効率配分、日経産業新聞、1999年3月18日、日本経済新聞社、p.3
Tadashi Matsushita
Tsurumoto Yoshifumi