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企业广告预算中,有80%以上的费用投入媒体.比例相当高。中国广告起步较晚。大部分对媒体投放的研究还是处在较粗放的状态.特别是一些小广告公司代理客户充其量就是一个“黄金时段”的观念。一方面让多少企业主承受巨大资金压力。另一方面广告资金在投放中有多少由于不合理打了水漂。媒体的评估与选择是技术也是艺术.成功的媒体策略就是在分析目标顾客特点、产品特点和媒体特点的基础上求得三者的统一。进而实现目标顾客的针对性、表达力和适宜性和广告开支的经济性这一广告媒体选择的目标。
More than 80% of the advertising budget is invested in the media. Chinese advertising started late. Most of the research on media release is still in a more extensive state, especially for some small advertising agency clients, at best it is a “golden hour” concept. On the one hand how many business owners to withstand tremendous financial pressure. On the other hand how much advertising funds in the delivery due to unreasonable flooding. The media’s evaluation and selection are technology and art, and the successful media strategy is to seek the unity of the three based on the analysis of the characteristics of the target customers, product features and media features. So as to achieve the target of advertisement targeting, expressiveness and suitability of the target customers and economy of advertisement expenses.