Кирьянова Л.Г., Бендерский В.В. Социология рекламной деятельности. Исследования коммуникативного процесса. Часть 1: Учебное пособие
Подождите немного. Документ загружается.
141
8. :
25
«»
?A ' C(
E E 12
O7)P 2007 G)@P 2006 7O@P 2006
)@?#@>O
%
E-
($
.
&.
,
(.
.
%
E-
($
.
&.
,
(.
.
%
E-
($
.
&.
,
(.
.
) 74.2 6996 74.4 7018 75.0 7074
T7 9 67.0 6324 66.8 6301 67.7 6391
# 15.0 1419 15.6 1471 14.8 1394
Gp 5* 13.3 1254 12.8 1205 13.1 1238
) FM 12.7 1202 11.3 1064 11.6 1097
@p 12.4 1172 12.2 1152 12.7 1202
) ) ( ) 12.3 1162 12.8 1209 12.9
) p 12.2 1154 13.4 1263 14.0 1324
C ( ) 10.5 993 11.4 1075 11.1 1044
) J 10.0 946 11.3 1063 10.5 990
T$ C( 9.4 884 9.4 889 10.2 960
C ! 8.9 840 8.8 833 9.8 922
| FM 8.1 761 8.3 783 9.0 847
) 7/) 7
$$
7.3 693 7.5 708 8.5 801
Love Radio 7.0 662 7.4 700 7.0 662
Energy 6.9 656 7.3 687 6.6 623
) C 6.5 610 6.8 646 6.8 637
\ FM 6.0 566 5.9 555 6.4 608
25
http://www.comcon-2.ru/default.asp?artID=1521
142
>E 5.7 536 6.5 617 6.2 582
DFM 5.3 504 5.5 522 5.8 547
) 5.0 470 4.8 457 4.5 424
pp( ' 5.0 469 6.3 597 5.3 499
) '& 4.3 405 4.6 430 4.5 428
) 4.0 376 4.2 397 3.7 348
) 92.4 FM 3.8 357 2.3 215 0.5 52
) ' > 3.7 344 3.5 329 3.7 347
5 -
(5)
3.6 340 4.0 380 4.2 395
) 3.3 315 3.5 329 3.8 363
C ( -
)
3.3 307 3.1 293 2.9 278
Relax FM 3.2 302 3.7 347 3.1 293
) C 2.8 266 2.7 253 2.8 266
) C 2.8 266 2.6 247 2.9 271
) Next 2.7 258 3.2 303 2.9 274
FM 2.6 248 2.5 236 2.5 240
) Best FM 2.4 223 2.9 278 2.8 260
C- 96.4 FM 2.2 203 2.0 190 1.7 156
) 2.0 185 2.3 218 2.3 218
) C- 1.9 176 1.7 161 1.7 165
) 1.7 157 1.8 168 1.4 135
1.6 149 1.7 162 1.9 177
BBC 0.7 63 0.6 54 0.6 53
| 0.6 59 – – – –
@p 0.4 39 0.4 35 0.4 40
Deutsche Welle 0.3 30 0.5 46 0.4 37
Radio France
Internationale
* 4 0.1 14 0.1 9
) ) (1 -
)
10.0 947 10.5 990 10.4 977
C (2 ) 5.5 517 5.8 550 5.2 488
C (3 -
)
1.9 180 1.7 165 1.4 132
143
(0 A & '
&/ / 12
O7)P 2007 G)@P 2006 7O@P 2006
)"$>)7-
!""
%
/-
(.
*.
,
.
.
%
/-
(.
*.
,
.
.
%
/-
(.
*.
,
.
.
) 91.3 8615 92.3 8713 92.5 8726
T7 9 84.6 7985 85.6 8078 86.0 8110
#
22.0 2074 22.8 2147 21.4 2018
Gp 5* 27.8 2623 27.8 2624 27.5 2590
) p 27.6 2602 28.8 2719 29.4 2777
@p 27.0 2549 26.3 2485 27.3 2572
) FM 26.2 2469 23.6 2224 23.4
) J 21.8 2057 23.7 2240 22.6 2136
) ) ( -
)
20.9 1970 22.3 2102 22.4 2110
C ! 19.8 1866 20.4 1922 21.1 1994
C ( ) 19.1 1798 20.6 1945 21.3 2008
| FM 18.4 1738 18.6 1755 19.4 1827
) 7/) 7
$$
17.8 1678 18.3 1729 19.9 1881
Love Radio 16.2 1532 16.9 1592 16.6 1565
T$ C( 16.0 1512 16.6 1563 17.9 1691
) C 14.5 1366 16.0 1511 15.3 1442
\ FM 13.7 1292 14.7 1389 14.6 1378
pp( ' 13.0 1230 15.2 1433 13.8 1301
>E 12.7 1199 14.1 1335 13.5 1274
Energy 12.7 1198 13.5 1273 12.7 1196
DFM 11.0 1039 11.9 1120 12.5 1176
) 10.7 1010 10.7 1014 10.1 956
) '& 8.8 832 9.9 933 9.8 922
) '
>
8.7 819 8.8 834 9.0 849
144
) 8.4 797 8.9 837 8.8 830
5
(5)
8.1 760 9.4 891 9.2 864
C (
)
8.0 759 8.0 757 7.7 728
) 92.4 FM 6.5 614 4.0 382 1.4 135
) 6.4 601 7.0 659 7.4 696
) Next 6.1 575 6.4 602 6.1 573
Relax FM 6.0 562 6.5 611 5.8 549
) C 5.6 532 5.8 547 6.2 581
) C 5.0 473 4.7 445 5.1 477
C- 96.4 FM 4.9 467 4.5 421 3.7 350
FM 4.5 426 4.3 407 4.7 442
) Best FM 4.5 424 6.1 574 5.4 506
) C- 4.0 381 4.4 413 4.1 384
) 3.9 364 4.6 433 4.1 384
3.8 358 4.1 386 4.7 446
) 3.6 340 4.3 410 4.5 426
BBC 2.2 205 1.8 167 1.9 175
| 2.0 186 – – – –
@p 1.2 109 1.3 121 1.4 134
Deutsche Welle 0.9 82 1.3 121 1.3 126
Radio France
Internationale
0.2 16 0.4 35 0.3 28
) ) (1
)
15.9 1498 16.6 1569 15.9 1502
C (2 ) 9.3 878 9.9 937 9.1 854
C (3
)
4.6 436 4.5 427 3.6 341
} – & & 11.01 –31.01.2007
– & & 01.06 –28.06.2006
> – & & 27.04.2006 – 31.05.2006
145
9.
)& . 11650 D #5
26
$ « »
5 : 7 -
#5 (. > -
E ( ($ . # ( (-
E 200 ($ . ! +$ $ (E
( 7( #5
'( ( 7( , -
'E (
# +77 & -
( . 5+ 7
#5 $( (
( # * +77-
& ( . (,
( & , & ( 7(
#5
( +77-
* * ( $ 9
7 A* -
( #.
5: * ( -
# +77 $ & (
?
O: !( ( . #
* +77 & (
.
?A: ( . #.
5: ( . #
+77 $ & (
.
? : +77 & -
( .
?OG>@ – A ( , &
(, .
26
!* !., ! #., ., >.
146
TDDG#!>?# – ( +77, &
, , , ( E +77, -
& &, $, E E -
.
!P@C?G#!G – &($ -
($ , &($ &*,
' & (
, ($.
?OG>@ TDDG#!>?# !P@C?G#!}
)G-
@C>NC @G>#!?C – ' 7& -
+ & ,
(.
P:
1. !( ( & (
.
2. !(, * * -
$ ($ .
3. !(, * 7& -
$ ($ .
4. !(, * &(
$ ($ .
!(:
G * ( -
#.
– 2000 , , (-
– 333 (.
( , &'
( , * & ($.
!(
, 7
(* +( , ($ -
7*.
147
)
A & (*)!
5 ! , &-
& 7( « » #5 *
& . !E
&( ( & '
' ($ $. " (,
!( X &* (,
*( ( , ( !( &.
> ( E 10
1. !( ( - (
#? ( , $ 16)
Ƒ (10)
Ƒ > (0)
2. ($ # ! -
$ ?
________________________________________________________
(? 2 20)
3. ( # !
$ ?
__________________________________________________________
4. 5' & *9$ !E +77-
& ( . 5
«1» *9, , !E *,
&, «2» *9 & &-
«7», & -
*9.
Ƒ O 6, 2, 1, 6, 2, 4, 3, 2, 4, 3
Ƒ 1, 4, 3, 1, 3, 2, 2, 6, 1, 1
Ƒ @ 7, 6, 5, 5, 7, 6, 7, 5, 7, 4
Ƒ 6, 1, 6, 4, 1, 1, 6, 1, 5, 2
Ƒ
2. 5, 4, 7, 4, 5, 4, 7, 6, 6
Ƒ ) ' 5, 3, 7, 7, 5, 7, 5, 4, 3, 7
Ƒ )&( 3, 2, 3, 2, 4, 3, 1, 3, 2, 5
148
5. !( * ($
#?
Ƒ 5 9
Ƒ > 1
6. > , !E *, -
, &
? (5 !E
. ' ' &
, E )
@* 25 % 50 % 75 %
@*
______________________________
25 %, 0 %, 50%, 40 %, 25 %, 75 %, 10 %, 45 %, 0 %, 40 %
7. !(' X ($ -
( ?
Ƒ @ (8)
Ƒ @ , ', $ !E
& $
___________________________________________________
(2; , , $ -
&)
8. !( , &
( #? &
E ' E ?
Ƒ ?
Ƒ ? $E 1
Ƒ \E 7
Ƒ 1
Ƒ 5$ 1
9. ? & (
E. (5 «5», -
! * )
Ƒ 5 1
Ƒ 4 5
Ƒ 3 3
Ƒ 2 1
Ƒ 1
149
10. ? & ( &-
E. (5 -
«5», ! * -
)
Ƒ 5
Ƒ 4 6
Ƒ 3 4
Ƒ 2
Ƒ 1
11. ? ' . (5
!E . '
' & ,
E )
25 % 50 % 75 %
? ( ___________________________ ?
80 %, 25 %, 50 %, 50 %, 45 %, 50 %, 50 %, 55 %, 0 %, 25 %
12. ? & (
. (5 !E
. ' ' &
, E )
25 % 50 % 75 %
? ( _____________________________ ?
60 %, 25 %, 30 %, 48 %, 45 %, 55 %, 50 %, 45 %, 0 %, 10 %
13. ? E '
, ( $ & 7
( ( .
Ƒ 5 2
Ƒ 4 6
Ƒ 3 1
Ƒ 2 1
Ƒ 1
150
14. ? & & ( . -
& E ' !E ?
Ƒ O ( * 1
Ƒ O ( 8
Ƒ O ( 1
Ƒ O (
15. 5 +77 ?
Ƒ 2
Ƒ > 8
16. >& !E
__________________________________________________________
17. !E 9 (?
_______________
1 130
18. !E & ($
?
_______________
1 15
$( * &!