科特勒的“市場營銷”-展示頁
2024-10-27 18:27本頁面
【正文】 iences Magazines Advantages: High geographic and demographic selectivity。 lower attention。 low cost Limitations: Audio only。2021 Prentice Hall Radio Advantages: Mass use。 allows personalization Limitations: Relative high cost。 less audience selectivity Direct Mail Advantages: Audience selectivity。 high clutter。 high reach。 small passalong audience Television Advantages: Combines sight, sound, motion。 broad acceptance, high believability Limitations: Short life。2021 Prentice Hall Profiles of Major Media Types Newspapers Advantages: Flexibility, timeliness。 Consumer Base Competition amp。2021 Prentice Hall Informative Advertising Build Primary Demand Persuasive Advertising Build Selective Demand Comparison Advertising Compares One Brand to Another Reminder Advertising Keeps Consumers Thinking About a Product. Advertising Objectives ? Specific Communication Task ? Acplished with a Specific Target Audience ? During a Specific Period of Time 169。 Managing an Advertising Program ? Deciding on Media am
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