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一般来说,企业的广告运动要耗费巨额资金,而广告的创意与制作费用仅占其总投入的20%左右,其他大部分资金则用来购买媒体的时间或版面。“广告效果=广告创意×媒体投放”,一个创意再好,投放不到位亦会降低效用。广告的投放既非越多越好,也非越少越好,理性地广告投放应以产品的营销战略和广告目标为出发点,制定有效的媒体策略,把握好制定媒体策略的几个原则。一、目标对象原则利用媒体传播广告信息要对准需要广告产品的消费群,深入了解消费者接触媒体的习惯。首先,要把握重度使用者。按照帕累托的20/80经济规律,企业80%的收入来源于其所有顾客中20%的重量级顾客的购买。这一定律使重度使用顾客
In general, advertising campaigns of companies cost huge amounts of money, and the creative and production costs of advertising account for only about 20% of their total investment. Most other funds are used to purchase media time or layout. “Ad effects = creative advertising * media placement”. No matter how good a creative idea is, putting it in place will also reduce its effectiveness. Advertising is neither more nor better, nor is it better. Rational advertising should be based on the product’s marketing strategy and advertising objectives, formulate effective media strategies, and grasp several principles for formulating media strategies. First, the principle of the target object The use of media to disseminate advertising information should be targeted at consumer groups that need advertising products, in-depth understanding of consumer habits of access to the media. First of all, we must grasp heavy users. According to Pareto’s 20/80 economic rule, 80% of the company’s revenue comes from the purchase of 20% of its customers’ heavyweight customers. This law makes heavy use of customers