媒介投放监控与广告效果评估（Media release monitoring and advertising effectiveness assessment）.doc

媒介投放监控与广告效果评估（Media release monitoring and advertising effectiveness assessment） The media is out of control This is one of the most confusing and naive companies Ive ever heard of in terms of media delivery, process and monitoring. Whether the companys media placement is integrated with public relations, activities and other promotional methods, the media release is a complete problem. The situation of extreme out-of-control media operations is deeply worrying for the companys policymakers. Is hard to imagine that the company is so single extensive way of media placement was devouring hundreds of millions of advertising company, and also in increasing the net amount of $1 each year, these costs more than 98% of the cost on the television media, other media such as newspaper, network, outdoor bus, subway, only a few on the blocking media community divisions, the conservative media strategy clearly with the current media fragmentation, the focus of the development trends. Even more incredible is such a huge TV media buying, the company had never been open tender bidding, has been led by a exclusively negotiating to buy and sign the contract, others did not know this process, even the company decision makers. Have insider, a proverb, the leadership in a few local bar, bar decoration service, price is absolutely is local, the bars are the national advertising, everyone spend money like water, in a bar in the leadership of good will, and then send compassion into a favor advertising fee. The most ridiculous and not only hereat, according to the company of friends, the company often will be next year at the beginning of all TV ads, and column named resources to buy ok, media managers have to do is to convene a meeting of the director of each category per month points number of ads. , however, the distribution of the number of the company on advertising media managers and not a strict distribution principles, such as all the category/brand/product/area is divided into its