Media Portfolio- Investment and waste of game.docVIP

 PAGE \* MERGEFORMAT 11 Media Portfolio: Investment and waste of game Where do media companies who have a lot of pressure. Because it varies from several million to as many as tens of millions, or even the cost of a billion dollars through his hands and went out. Concerned about the effect of the boss, colleagues concerned about the scale, there are a lot of people keep thinking about ‘how many percent of the money into the pockets of this kid’. So, in a formal business, the media put in general more transparent. However, the more transparent, the media personnel, the greater the pressure, because the face of such diverse media environment, how to make effective mix of media to reduce media waste, next to everyone’s watching over you, inseparable. Repetition effect and the hourglass effect Media delivery, speaking really subtle, on the one hand you have to careful of the strategy is to develop a good, but on the other hand must be the same as the courage to spend money on gambling. This is a full game relationship. Fortunately, however, these two effects put it is, how to properly resolve this conflict. Repetition effect refers to the media delivery to a certain extent the amount of information generated by the accumulation effect. As the saying goes, lies pass a hundred times becomes the truth. Though a bit ridiculous, but it illustrates a truth that is ‘repeat’ importance. Advertising, must be the same information must be adequate time and intensity to repeat the transmission. So as to cause customer’s attention. If you have repeated often enough, it will create more waste. Like water heating, 80-degree burn on the flame, indicating all of your initial investment in vain, because the water has not boiled. However, for media delivery is concerned, this ‘degree of’ certainty can not boil water so simple. This means that you have the strategy and monitoring of the scientific foundation, but also must have a certain spirit of gambling. Hourglass effect, it i