媒介操作中的决策基础（Decision base in media operation）.docVIP

媒介操作中的决策基础（Decision base in media operation） First, the introduction of advertising theory, advertising is the essence of communication, advertising is the task of effective communication. Communication is neither static nor fixed in time or space, but the process of transmitting and communicating information. Communication is the science of studying all human behaviors and processes of communication and its laws. Communication is based on the social function of communication, on the basis of system theory, information theory and cybernetics, and it is a cross subject with social information communication, especially mass communication and interpersonal communication. The mode of mass communication is a theoretical and simplified form of reproducing reality. Some scholars decompose the communication process, break down the communication activities into several components, extract the specific content of the components, and generalize the communication process to form a communication model. The basic model of communication indicates the basic process and general law of communication. Who says what - through what channel - speaks to whom - what effect does it produce? Emitter - information source - information receiver - response response The five parameter transmission mode of Mischa Rathwell Erbil, analysis of the five process is equivalent to the Shannon - Weaver: a transmitter (Communication), information content analysis, research on communication through the first sign, the receiver (receiver), the evaluation of communication effect. We put these two patterns into mass media advertising, and thats what happens: a market communicator / advertiser must make decisions based on the following factors: Who is the target audience? (receiver) What are the responses that should be obtained? (response / advertising purpose) What kind of information should be developed? (information and numbers) What media should be used? (media) What material should the information source