- 1、本文档共231页,可阅读全部内容。
- 2、原创力文档(book118)网站文档一经付费(服务费),不意味着购买了该文档的版权,仅供个人/单位学习、研究之用,不得用于商业用途,未经授权,严禁复制、发行、汇编、翻译或者网络传播等,侵权必究。
- 3、本站所有内容均由合作方或网友上传,本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺!文档内容仅供研究参考,付费前请自行鉴别。如您付费,意味着您自己接受本站规则且自行承担风险,本站不退款、不进行额外附加服务;查看《如何避免下载的几个坑》。如果您已付费下载过本站文档,您可以点击 这里二次下载。
- 4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等,请点击“版权申诉”(推荐),也可以打举报电话:400-050-0827(电话支持时间:9:00-18:30)。
查看更多
Advertising Budget Factors Stage in the Product Life Cycle Market Share & Consumer Base Competition & Clutter Advertising Frequency Product Substitutability Profiles of Major Media Types Newspapers Advantages: Flexibility, timeliness; good local market coverage; broad acceptance, high believability Limitations: Short life; poor reproduction quality; small pass-along audience Television Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses Limitations: High absolute costs; high clutter; fleeting exposure; less audience selectivity Direct Mail Advantages: Audience selectivity; flexibility, no ad competition within same medium; allows personalization Limitations: Relative high cost; “junk mail” image Radio Advantages: Mass use; high geographic and demographic selectivity; low cost Limitations: Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences Magazines Advantages: High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership Limitations: Long ad purchase lead time; waste circulation; no guarantee of position Outdoor Advantages: Flexibility; high repeat exposure; low cost; low message competition Limitations: Little audience selectivity; creative limitations Profiles of Major Media Types Advertising Evaluation Advertising Program Evaluation Communication Effects Is the Ad Communicating Well? Sales Effects Is the Ad Increasing Sales? Why the increase in Sales Promotion? Growing retailer power Declining brand loyalty Increased promotional sensitivity Brand proliferation Fragmentation of consumer market Short-term focus Increased managerial accountability Competiti
您可能关注的文档
- 2013年9月份全国计算机等级考试二级C语言题库及详细解答.doc
- 2013年甘肃省三支一扶、进村进社、一万名、西部志愿者考试公共基础知识复习资料及试题(保全).doc
- 车流量检测系统设计.doc
- 蛋白质测定_2.ppt
- 第二章_建筑概论.ppt
- 第三章_民用建筑构造.ppt
- 会计从业资格考试财经法规习题.doc
- 基坑围护及地基加固施工方案(开挖支护_钢支撑).doc
- 基于51单片机的数字温度计_-_副本.doc
- 连续梁施工作业指导书1.doc
- 部编版二年级下册道德与法治 期末考试试卷(培优b卷).docx
- 部编版六年级上册道德与法治期末测试卷附答案(实用).docx
- 部编版二年级下册道德与法治期末考试试卷含完整答案【夺冠系列】.docx
- 新部编版二年级下册道德与法治期中测试卷精品附答案.docx
- 部编版六年级上册道德与法治期末测试卷及答案【基础+提升】.docx
- 部编版六年级上册道德与法治期末测试卷附答案(综合卷).docx
- 部编版四年级下册道德与法治《期末测试卷》精品【典型题】.docx
- 教科版小学一年级上册科学期末测试卷精品(模拟题).docx
- 部编版四年级下册道德与法治 期末测试卷(综合题).docx
- 教科版科学一年级上册期末测试卷附答案(研优卷).docx
文档评论(0)