•
–
–
14.
[email protected]
http://www2.toyo.ac.jp/~osera/
1
2
1.
1.
2.
3.
4.
5.
6.
7.
•
•
3
4
•
•
•
•
•
•
SIU
HUT
PUT
TV
•
•
•
•
•
•
•
CM
•
•
•
•
•
CM
•
•
•
5
• SIU
CTR
6
•
–
– 1
– SetsinUse
• HUT
1
•
– HouseholdsUsingTelevision
–
–
•
–
• PUT
– PersonsUsingTelevision
• CTR ClickThroughRate
–
7
8
2.
reach
•
1
–
–
–
•
frequency
–
GRP
9
• GRP GlossRatingPoint
10
• GRP
–
–
–
–
–
GRP
•
– GRP
–
–
GRP
•
– GRP
GRP
GRP
–
11
12
•
–
–
GRP1000
GRP
80
12.5
1000
20
50
1000
13
14
3.
•
–
•
–
–
–
–
•
•
•
•
•
•
–
–
15
16
• CPM costpermill
•
1000
–
–
–
–
CPM
– CPM 1
1000
•
•
* mill
1000
17
18
•
•
•
•
•
•
•
•
15
SB
•
•
•
•
•
•
•
•
19
L
20
•
2011
Krugman 1983;Moormanetal.2003
•
–
CM
•
Moormanet
al.2003
CM
•
•
–
CM
21
2002
CM
CM
CM
81.1
92.9
CM
27.9%
91.4%
CM
41.7%
74.8
CM
21.5%
80.2
CM
•
2010
CM
CM
CM
CM
22
OOH
–
CM
OOH
•
CM •
•
2011
•
CM
CM
OOH
23
•
•
24
CM
•
–
18
18
25
26
27
28
4.
•
–
5.
•
–
–
–
–
6.
–
•
7.
–
–
29
Krugman,H.E.(1983)“TelevisionProgramInterestandCommercial
Interruption,”JournalofAdvertisingResearch,23(1),21-23.
Moorman,M.,Neijens,P.C.andSmit,E.G.(2003)“ProgramContext
EffectsonCommercialProcessing,”inFlemming HansenandLars
Bech Christensen(eds.),BrandingandAdvertising,Copenhagen
BusinessSchoolPress,177-188.
2008
2011
CM
CM
CM
45
1
19-26
2003
CM
37
5
37
6
2006
2-9
2004
CM
34-43
31
30

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