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2025-02-17 21:51 本頁面
【正文】 sts。 high clutter。 fleeting exposure。 less audience selectivity Direct Mail Advantages: Audience selectivity。 flexibility, no ad pe tition within same medium。 allows personalization Limitations: Relative high cost。 “junk mail” image Radio Advantages: Mass use。 high geographic and demographic selectivity。 low cost Limitations: Audio only。 fleeting exposure。 lower attention。 nonstandardized rates。 fragmented audiences Magazines Advantages: High geographic and demographic selectivity。 credibility and prestige。 highquality reproduction。 long life。 good passalong readership Limitations: Long ad purchase lead time。 waste circulation。 no guarantee of position Outdoor Advantages: Flexibility。 high repeat exposure。 low cost。 low message petition Limitations: Little audience selectivity。 creative limitations Profiles of Major Media Types Classification of Advertising Timing Patterns Month Number of messages per month Concen trated (1) (2) (3) Level Rising Falling Alternating (4) Continuous (8) (7) (6) (5) (9) Inter mittent (10) (11) (12) (9) Simplified Rating Sheet for Ads Poor ad Mediocre ad Average ad Good ad Great ad 0 20 40 60 80 100 __Total (Attention) How well does the ad catch the reader’s attention? __20 (Readthrough) How well does the ad lead the reader to read further? __20 (Cognitive) How clear is the central message or benefit? __20 (Affective) How effective is the particular appeal? __20 (Behavior) How well does the ad suggest followthrough actio
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