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2004年底分众传媒全面推出中国卖场终端联播网,锁定快速消费品的主要购买决策人群,影响终端购物中的品牌选择和消费决策;对于卖场终端视频的广告效果测算还缺乏科学完整的模型。本文将以超市作为研究对象,细致考虑了影响广告效果的各个参数,并在此基础上建立和完善超市视频广告效果评估模型,本文将以新华都超市为个案,探讨为各个参数赋值的方法。
At the end of 2004, Focus Media launched the terminal network in China in an all-round way to lock in the major purchase decision-making groups of fast moving consumer goods, influencing the brand selection and consumption decision-making in terminal shopping, and lacking a scientific and complete model for advertising effectiveness of terminal video. This article will take the supermarket as the research object, carefully consider the various parameters that affect the effectiveness of advertising, and on this basis to establish and improve the supermarket video advertising effectiveness evaluation model, this paper will Xinhua all supermarket as a case to explore for each parameter assignment method.