51. Key Considerations
Effective Frequency Low High
12345WeightingScoreTotal score of : 27.5(max) or 5.5(min)1.非常成熟的销售重点
2.较成熟广告活动
3.简单信息
4.高震感创意
5.近期多广告支持
6.高兴趣产品新产品/销售重点 2 10
新广告活动 1 5
复杂信息 0.5 2.5
低震撼创意 0.5 2.5
近期欠缺广告支持 1 5
漠不关心的产品 0.5 2.5
有效频次估算表A:品牌
52. 有效频次估算表Key Considerations
Effective Frequency Low High
12345WeightingScoreTotal Score of : 22.5(max) or 4.5(min)
Grand Total Score : 50(max) or 10(min)7.易于接收影响
8.加强态度
9.竞争行低
10..简洁版面
不易于接收影响 1 5
改变态度 1 5
竞争性高 1.5 7.5
嘈杂版面/时段 1 5
B:消费者
53. 有效频次估算例:
A. The Brand
1. Well Established New Product 2 4
2. Established Campaign New Campaign 0.5 1.5
3. Simple message Complex message 0.5 1.5
4. High impact creative Low impact creative 1 2
5. Recent support : High Recent support : low 1 2
6. High interest category Low interest category 0.5 2
Key Considerations
Effective Frequency Low High
12345WeightingScoreTotal score of : 13
54. 有效频次估算例:
A. The Consumer
7. Receptive target Unreceptive 1 2
audience
8. Reinforcing attitudes/ Changing Attitudes/ 1 3
behaviors behaviors
9. Low competitive High activity 1.5 6
activity
10. Low media clutter High media clutter 1 4
Key Considerations
Effective Frequency Low High
12345WeightingScoreAverage score of : 15
Total Score : 28