kotler18_basic_marketingmanagement課件(編輯修改稿)
2024-11-14 15:23 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 sor clearly identified? 1812 Media Selection ? Reach ? Frequency ? Impact ? Exposure 1813 Choosing Among Major Media Types ? Target audience and media habits ? Product characteristics ? Message characteristics ? Cost 1814 Major Media Types ? Newspapers ? Television ? Direct mail ? Radio ? Magazines ? Outdoor ? Yellow pages ? Newsletters ? Brochures ? Telephone ? Inter 1815 Table Marketing Communication Expenditures (2021) Media $ % of Total TV 22 Radio 8 Inter 1 Magazines 5 Newspapers 21 1816 Place Advertising ? Billboards ? Public spaces ? Product placement ? Pointofpurchase 1817 Measures of Audience Size ? Circulation ? Audience ? Effective audience ? Effective adexposed audience 1818 Factors Affecting Timing Patterns ? Buyer turnover ? Purchase frequency ? Fetting rate 1819 Media Schedule Patterns ? Continuity ? Concentration ? Flighting ? Pulsing 1820 Evaluating Advertising Effectiveness ? Communication Effect Research ?Consumer feedback method ?Portfolio tests ?Laboratory tests ? SalesEf
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