廣告媒介_媒體基本實戰(zhàn)技巧(ppt38)-廣告知識-資料下載頁
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【正文】 DIA1/ rc 33 Reach Pattern Blitz ? Important Note : ?The advertiser will need a fairly large “pool” of advertising executions, built around the same positioning strategy, to prevent advertising wearout. ?For informational products, a resonably safe estimate is 2 ~ 4 executions. ?For transformational products, where ad likability is relevant, 4 ~ 6 executions may be needed to sustain a blitz. ?For introductory promotions, to gain trial, would usually occur only for the first six months because that is the length of time for which a product or service can legally use the description “new”. Ref: TN/MEDIA/JMEDIA1/ rc 34 Reach Pattern Wedge ?契形分裂 Start 1 Yr Planning Period Reach Expenditure Pattern: Ref: TN/MEDIA/JMEDIA1/ rc 35 Reach Pattern Wedge ? The wedge pattern can be considered as an alternative to a blitz when launching a regularlypurchased product or service. ? Not only high reach but heavy frequency is needed initially to create brand awareness for the new product and to enable prospective triers to learn the new product’s benefits (informational advertising) or acquire its intended image (transformational advertising) Ref: TN/MEDIA/JMEDIA1/ rc 36 GENERAL TERMS FOR PRINT ? Circulation ?No. of copies of publication sold or distributed ? Passalong Readers ?Readers who didn39。t purchase their own copy of a publication but read the copy of someone else ? Readership ?Both primary and passalong readers ? Readers per copy (RPC) ?Average no. of readers of a publication per copy of circulation Ref: TN/MEDIA/JMEDIA1/ rc 37 GENERAL TERMS FOR PRINT ?ROP ?Run of Press refers to positions in a magazine or newspaper where the ad is placed where the publication chooses ?Splitrun ?Divide the circulation of a publication into groups that will receive different editorial and/or advertising 中國最大的資料庫下載 Ref: TN/MEDIA/JMEDIA1/ rc 38 GENERAL TERMS FOR TV ? ROS (Run of Schedule) ?Broadcast media where units or a schedule may appear at any time in the schedule of the station ? ZIP amp。 ZAP ?Using a remote control device to skip ahead of mercial or to change TV channels ? Back to Back ?Two or more mercials run one immediately following the other ? Roadblocks ?Purchasing mercials on several stations during the same mercial break (which is the best for Reach) 中國最大的資料庫下載
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