市場(chǎng)營(yíng)銷(xiāo)學(xué)雙語(yǔ)課件8（ppt 14）--廣告媒體選擇(文件)
【正文】 155 廣告戰(zhàn)略擴(kuò)展 Typical Message Execution Styles Testimonial Evidence Slice of Life Scientific Evidence Lifestyle Technical Expertise Fantasy Musical Personality Symbol Mood or Image Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest. 156 廣告媒體選擇 Step 1. Decide on Reach, Frequency, and Impact Step 2. Choosing Among Major Media Types Media Habits of Target Consumers Nature of the Product Type of Message Cost Step 3. Selecting Specific Media Vehicles Specific Media Within a Given Type, . Magazines. Must Balance Media Cost Against Media Factors: Audience Quality Attention, Editorial Quality Step 4. Deciding on Media Timing Scheduling of Advertising Over the Course of a Year Pattern of Ads: Continuity or Pulsing 157 廣告效果評(píng)估 Communication Effects Is the Ad Communicating Well? Advertising Program Evaluation Sales Effects Is the Ad Increasing Sales? 158 什么是銷(xiāo)售促進(jìn) ? ? Mass munication technique that offers shortterm incentives to encourage purchase or sales of a product or service. ? Rapid growth in the industry has been achieved because: –Product managers are facing more pressure to increase their current sales, –Companies face m
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