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调查显示:一份40个版面的《新民晚报》里所有的广告,只有不到1／10的广告被消费者阅读过,在这1／10被阅读的广告中,只有1-2篇的广告能让消费者产生1-3天的记忆,大部分广告只是在报纸媒体上走个过场——花钱“秀”一下而已。很多广告主有这样的感受,在一分发行量几十万份的报纸上,做一个1／4通栏。版面醒目的位置留上企业的电话号码,最多也只能接到几十个咨询电话。报纸广告的价格越来越高,而广告效果却越来越差。大部分企业投放报纸媒体,长远的目标是为了做品牌,但当前目的是为了促进产品的销售,也就是说,是为了卖货才做报纸广告。
According to the survey, less than a tenth of all advertisements in a 40-page “Xinmin Evening News” have been read by consumers, and only 1-2 of these 1/10 advertisements Allow consumers to have 1-3 days of memory, most of the ads just take a break in the newspaper media - spend “show” just. Many advertisers have such a feeling, in a distribution of hundreds of thousands of copies of the newspaper, to do a 1/4 column. Layout prominent place to stay on the phone number of enterprises, can only receive up to dozens of telephone consultation. Newspaper advertising prices are getting higher and higher, but the advertising effect is getting worse. Most enterprises put newspaper media in the long run in order to make a brand. However, the current purpose is to promote the sale of products, that is to say, it is a newspaper advertisement for sale.