基于消費(fèi)者偏好的媒體選擇策略-資料下載頁(yè)
2025-06-23 19:30本頁(yè)面
【正文】 The media’s choice is really important in the process of advertisement. Compared with the traditional subjective judgments of administrative staff and single evaluation index model, this paper has offered a effective media’s choice method based on consumer preference. First, verifying the correlation of media’s attributes with different medias, consumer’s purchasing decision stages and advertiser different advertisement types through pearson test。 then, matching media’s attributes to different medias, consumer’s purchasing decision stages and advertiser different advertisement types through the contribution rate of media’s attributes。 thus selecting the appropriate advertisement media’s types for consumer’s different purchasing decision stages and advertiser different advertisement types. Finally, this paper gives a study case of advertisement media’s choice for a mobile pany based on the methodology mentioned above. Key words：media choice，media property，pearson test， contribution rate 10 / 10
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