냝ꣷꪺ덗땥뭐덝군2008/4/15껵녤Confidential & Proprietary •Copyright ©2007 The Nielsen Company둘뫘녠ꢣꪺ듺뙱ꑵ꣣•냝ꣷÆ냝ꣷ뷕걤ꩫ•던뷍ꑪ뫵Æ뉠ꑊ던뷍ꅂ땊쉉많엩끑뷗•ꓩ뭸ꫭÆꓩ뭸ꩫ•끏뿽뺹Æ믶뺹끏뿽ꩫConfidential & Proprietaryꛦ빐곣ꡳꪺ덗땥뭐냵ꛦMarch 30, 2007Page 2Copyright ©2007 The Nielsen Company1
쏶꧳냝ꣷ덝군ꪺ뭻쏑•꒣걏릳곝꣬ꪺꢺ믲슲돦깥꧶•ꕝꝴꑆꯜꙨꪺꯤꛒꅂ뗻꛴뭐ꡍ떦•ꡍꥷ곣ꡳꭾ뷨ꪺ쏶쇤Confidential & Proprietaryꛦ빐곣ꡳꪺ덗땥뭐냵ꛦMarch 30, 2007Page 3Copyright ©2007 The Nielsen CompanyꙢ럇돆덝군냝ꣷ꒧ꭥ……•ꕒꗷ셁룑굮곣ꡳꪺ냝썄ꕄ썄ꪺ뉠ꑊ닓론ꅃ•뵔뭻룪껆ꚬ뚰ꓨꩫꅝ궱던ꅂ륱던ꅂꛛ뛱냝ꣷ….ꅞ•ꯤꛒꓩꯡ라믝굮귾룪껆꒺깥뙩ꛦ꓀꩒•ꯤꛒꓩꯡ라꣏ꗎ꛳뫘닎군꓀꩒ꓨꩫ뙩ꛦ꓀꩒Confidential & Proprietaryꛦ빐곣ꡳꪺ덗땥뭐냵ꛦMarch 30, 2007Page 4Copyright ©2007 The Nielsen Company2
냝ꣷ덝군Ꝁ띾땻Ꟈ•ꕈ믝굮뻩룑ꪺꕄ썄뵤돲꒧ꯡꪺ꓀꩒걛멣낵결덝군뻚•뗻꛴냝썄ꪺ덝군ꓨꚡ뭐꣏ꗎꪺ룪껆ꚬ뚰ꓨꩫ걏ꝟ곛빁•뗻꛴덝군ꪺꡃ귓냝썄걏ꝟꕩꕈꚬ뚰꣬띑굮ꪺ룪껆•쇜뷐녍깡꒩ꕈ샋뗸•끷맯맪믚뷕걤맯뙈뙩ꛦꑰ덗볒ꪺ룕던•뙩ꛦ냝ꣷꭈꯗ껄ꯗꪺ샋ꥷ•냝ꣷ륷ꗽ뵳뵘ꝑ꧳ꯡ쓲ꪺ룪껆덂뉺Confidential & Proprietaryꛦ빐곣ꡳꪺ덗땥뭐냵ꛦMarch 30, 2007Page 5Copyright ©2007 The Nielsen Company냝ꣷꪺ냲ꖻ떲멣•뙽돵ꗕ(던냝뮡ꧺꅞ–던냝뻷멣–던냝ꗘꪺ–룪껆ꭏ녋뮡ꧺ–던냝껉뚡ꯗ뮡ꧺ•던냝맯뙈륌쉯썄닕•ꖿꚡ냝ꣷ–곣ꡳ꧒믝ꪺ꽓ꥷ냝썄–ꑈꑦ엜뚵룪껆•던냝떲뭹Confidential & Proprietaryꛦ빐곣ꡳꪺ덗땥뭐냵ꛦMarch 30, 2007Page 6Copyright ©2007 The Nielsen Company3
냝ꣷ덝군ꪺ냲ꖻꩠ띎뚵•냝썄뭹띎굮뉍랡•쇗ꝋꙐꑀ귓썄ꗘꙐ껉ꕝꝴ꣢뫘ꕈꑗꪺ듺뙱썄띎•쇗ꝋ뮤뻉꧊냝ꩫ•뮺뗼ꗎ뭹굮ꛒ뱻꣼던뉺룑깥꧶ꯗ/던귻ꪺ꧶냡꧊ꅁ쇗ꝋ꣏ꗎ녍띾덎뭹•냝썄믝꣼던ꪺ끏뻐ꪺꙞ떪꿠ꑏꙞ떪띎쑀ꅂ믝꽁ꑊꪺꯤꛒ땻ꯗ•ꩠ띎ꡃꑀ뫘던냝ꩫ맯꧳냝ꣷꯗꪺ궭꣮•ꩠ띎뿯뚵걏ꝟꥐꦵ뿯뚵뚡걏ꝟ꒬ꖸ•ꖿꙖ냝썄ꗦ뿹덝군ꪺ꣏ꗎ뗻꛴Confidential & Proprietaryꛦ빐곣ꡳꪺ덗땥뭐냵ꛦMarch 30, 2007Page 7Copyright ©2007 The Nielsen Company냝ꣷ꒺깥뚶Ꟈꪺꙷ뇆•라ꙝ던냝륌땻늣ꗍꕩ꿠ꓞ뻉Ꙟ떪ꪺ썄ꗘ굮돌ꗽ냝•ꗽ냝깥꧶Ꙟ떪냝썄ꯡ냝ꝸ쏸Ꙟ떪냝썄•ꗽ냝ꑀ꿫꧊냝썄ꯡ냝뇓띐냝썄•뻚꣼던ꖭ껉ꪺꯤꛒ엞뿨꣓ꙷ뇆뚶Ꟈ•ꙢꙞ뻐껉뚡ꑗꗑ꫱ꛓ뮷꣓뙩ꛦꙷ뇆•뒣냝ꣷꪺ던냝껉뚡껄뉶ꪺꯤꛒ꣓ꙷ뇆•뻚ꙕ냝썄맯곣ꡳꪺ궫굮꧊꣓ꙷ뇆Confidential & Proprietaryꛦ빐곣ꡳꪺ덗땥뭐냵ꛦMarch 30, 2007Page 8Copyright ©2007 The Nielsen Company4
뇓띐꧊냝썄ꪺ덝군ꖩ•덺륌놡맒뮡ꧺ궰ꝃ꣼던Ꙟ떪굴궱떪껗껉ꪺ삪Ꞽ꧊•ꕈ뮲ꝕꕤꓹ꣑꣼던빜얪뿯뻜떪껗•둍ꡄ뚡놵볐뙩ꛦ듺뙱Confidential & Proprietaryꛦ빐곣ꡳꪺ덗땥뭐냵ꛦMarch 30, 2007Page 9Copyright ©2007 The Nielsen Company냝썄덝군ꪺꚡ덗땥뭐뿯뻜•뒣ꗜ꒣뒣ꗜ뿯뚵ꪺ뿯뻜•뙽꧱썄ꅂꯊ뎬썄ꅂꕢ뙽꧱ꕢꯊ뎬썄ꮬꪺ뿯뻜•썄ꗘ/뿯뚵ꪺ뷼듀ꪺ덗땥•던귻뒣ꗜ/뛱떪뮡ꧺꪺ덝군Confidential & Proprietaryꛦ빐곣ꡳꪺ덗땥뭐냵ꛦMarch 30, 2007Page 10Copyright ©2007 The Nielsen Company5
뷕걤꒺깥덗땥--꣏ꗎꛦ결뭐멁ꯗ(Usage & AttitudeꅁU&A)•꣏ꗎ멁ꯗꅂ띎ꢣꅂ뗻믹•꣏ꗎꛦ결–꣏ꗎ쁗ꚸ–ꭾ땐낾ꙮ–꣏ꗎ껉볆/볆뙱(ꪾ뻥닕Ꙙꅂꛒ뱻닕Ꙙꅂ뿯뻜닕Ꙙꅞ–꣏ꗎ껉뻷ꅂꙡ쉉–ꭾ땐멁ꯗ–ꕜ꿠낾ꙮ–ꭾ땐ꥷꛬ–쇊뙒ꢤꛢ–쇊뙒ꛦ결쏾ꮬ–믹껦놵꣼ꯗ–쇊뙒쁗ꚸꅂ볆뙱–꣏ꗎ몡띎ꯗConfidential & Proprietaryꛦ빐곣ꡳꪺ덗땥뭐냵ꛦMarch 30, 2007Page 11Copyright ©2007 The Nielsen Companyꭾ땐ꪺ곛쏶듺뙱•ꭾ땐ꪾꙗꯗ–닄ꑀ뒣뭐꣤ꕌ뒣–ꖼ뒣ꗜꙞ떪뭐뒣ꗜꙞ떪•ꭾ땐ꦾ룛ꯗ–ꪾꙗꯗvs. ꙮ띐ꯗ–ꙮ띐ꯗvs. 쇊뙒ꯗ–쇊뙒ꯗvs. 쓲쇊ꯗ–쓲쇊ꯗvs. 뇀싋ꯗ•ꭾ땐ꥷꛬ•ꭾ땐셰띑Confidential & Proprietaryꛦ빐곣ꡳꪺ덗땥뭐냵ꛦMarch 30, 2007Page 12Copyright ©2007 The Nielsen Company6
뷕걤꒺깥ꪺ덗땥–ꑈꑦ엜뚵•귓ꑈ엜뚵•깡깸엜뚵–꧊ꝏ–ꛭꙡ냏–꙾쓖–뎣ꖫ꓆땻ꯗ–뇐땻ꯗ–귓ꑈꚬꑊ–깡깸ꑈ볆–ꡃꓫ껸뙏ꓤꕘ–깡깸ꮬ멁–슾띾/ꛦ띾/슾ꛬ–깡깸ꚬꑊ–ꑵꝀꪬꩰ–ꑬꑫ뻖ꚳ놡/꙾쓖–녂ꯃꪬꩰ–깡꒤꣏ꗎ뭹ꢥConfidential & Proprietaryꛦ빐곣ꡳꪺ덗땥뭐냵ꛦMarch 30, 2007Page 13Copyright ©2007 The Nielsen Company뷕걤꒺깥ꪺ덗땥--ꗍ겡ꮬ멁•겡냊(Action)•뾳뷬(Interest)_•띎ꢣ(Opinion)–ꛛ–ꑵꝀ–깡깸–ꫀ라냝썄–뛝ꙮ–슾냈–롧샙–듧낲–걹ꛦ–걆ꩶ–쇊ꪫ–ꗰ뚢–ꓥ꓆–깔볖–늣ꭾ–뚼궹–뛝ꙮ–ꖼ꣓–ꚨ둎–륂냊–뚼궹Confidential & Proprietaryꛦ빐곣ꡳꪺ덗땥뭐냵ꛦMarch 30, 2007Page 14Copyright ©2007 The Nielsen Company7
뷕걤꒺깥ꪺ덗땥--ꗍ겡ꮬ멁ꅝ셚ꅞ•껉뚡ꪺ꓀끴•돵냬ꪺ꓀끴•뿺ꪺ꓀끴Confidential & Proprietaryꛦ빐곣ꡳꪺ덗땥뭐냵ꛦMarch 30, 2007Page 15Copyright ©2007 The Nielsen Company볐(Indicator)ꪺ륂ꗎ뭐덝군•때ꩫꪽ놵듺뙱껉믝굮꣏ꗎ볐뙩ꛦ듀ꕎ듺뙱•볐ꪺ둍–꒰믲ꪫꥍ띑굮듺뙱ꪺ맯뙈ꚳ쏶셰–돦ꑀ볐뭐뷆Ꙙ볐–뙱ꫭ(Scale)ꪺ륂ꗎConfidential & Proprietaryꛦ빐곣ꡳꪺ덗땥뭐냵ꛦMarch 30, 2007Page 16Copyright ©2007 The Nielsen Company8
멁ꯗ뙱ꫭ(Scale)ꪺ덝군뭐륂ꗎ•걙ꪫꙝ때ꪽ놵듺뙱ꑵ꣣걇믝꣏ꗎ뙱ꫭ낵결듺뙱ꑵ꣣•멁ꯗ뙱ꫭꗎ꧳듺뙱멁ꯗꛓꭄꛦ결•Item ꪺ닕Ꙙ뭐ꯘ멣•냏꓀ꓘꯗꪺ덝군ꅝ꒤뚡ꓘꯗꪺꚳ때ꅂꓘꯗꪺꙨ맨ꅞ•ꖿꙖꪺ뗻꛴•듺뙱꓀볆ꪺ군뫢ꓨꚡConfidential & Proprietaryꛦ빐곣ꡳꪺ덗땥뭐냵ꛦMarch 30, 2007Page 17Copyright ©2007 The Nielsen CompanyꙢ냝ꣷꖿꚡ걉듺꒧ꭥ….•ꛛꑶꗽꛦꞹ뻣샋뗸•뷐녍깡뙩ꛦ뱦빜뒣꣑띎ꢣ•ꗽꗑ곣ꡳ맯뙈ꧢ뿯뎡ꗷ꣼던뙩ꛦꑰ덗볒ꪺ룕던•꛴뫢ꖭꞡꡃꗷ냝ꣷ걉듺ꪺ맪믚꧒믝껉뚡•냝ꣷꭈꯗ뭐껄ꯗꪺ뗻꛴Confidential & Proprietaryꛦ빐곣ꡳꪺ덗땥뭐냵ꛦMarch 30, 2007Page 18Copyright ©2007 The Nielsen Company9
꓀뭐끑뷗Confidential & Proprietary •Copyright ©2007 The Nielsen Company10
