Of consumers search radius.doc

 PAGE \* MERGEFORMAT 7 Of consumers ‘search radius’ 20 years ago, when the first TV ad was born in Shanghai, when China first began to be a television message consumer acceptance, when the advertising messages are highly exclusive, so prospective customers remember, remember prison. However, 20 years later, when the Chinese family of TV coverage reached 97%; as a variety of magazines, newspapers, flying over the sky, all kinds of radio and outdoor media, countless time, Chinese consumers no longer lack of information, information age has arrived. When they are watching soap operas when they were traveling by bus or subway to work when they are sitting in front of the computer and even work, a lot of information filled with their eyes. According to incomplete statistics, each of Shanghai people’s daily contact with the frequency of various types of advertising up to 76 times. Such a huge amount of information in the ad today, consumers begin the selection of information, and their relevant information will be stored in memory, and its own independent information will be ‘to avoid the memory of’ or ‘to avoid reading’. Communication is on posters, and any communication are based on ‘people’ as the core, which requires us in the dissemination of the process of ‘insight’ human nature, China and Thailand plan good guess different people access to consumer psychology and communication psychology, the spread of consumers psychological, China and Thailand plan proposed by the consumers ‘search radius’ theory. We believe that: We have developed this theory for the spread of a reasonable strategy guide has a very good role. What is the search radius? We assume that consumers come into contact with all market each day information can be deposited on an A4 paper, and just be piled. According to SDR theory, all of the information can lead to information of interest to consumers account for only about 5% of the total amount of information. This ratio can be roughly clas