媒体组合投资与浪费的博弈（Media mix a game of investment and waste）.docVIP

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媒体组合投资与浪费的博弈（Media mix a game of investment and waste）.doc

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媒体组合投资与浪费的博弈（Media mix a game of investment and waste）

媒体组合投资与浪费的博弈（Media mix a game of investment and waste） People who do media in the enterprise have great pressure. Because less than millions, tens of millions, or even hundreds of millions of dollars, through his hand went out. The boss cares about the results, his colleagues care about the scale, and a lot of people wonder how much of the money goes to the boys pocket. Therefore, in a formal enterprise, media delivery is generally more transparent. However, the more transparent to the media staff, the greater the pressure, because, in the face of such diverse media environment, how to make effective combination of media, the media in order to reduce waste, next to people watching you. Repetition effect and hourglass effect The media release is really tricky. On the one hand, you have to be careful about making strategies, and on the other hand, you have to spend money like gambling. This is a game full of relations. But, well, the two effects are how to properly resolve this contradiction. Repetition effect refers to the effect of the amount of information accumulated in a media to a certain extent. As the saying goes, a lie will become a truth once a hundred times. Although a little absurd, it illustrates the importance of repeating. Advertising must repeat the same information with enough time and density. Only in this way can we attract the attention of our customers. If you dont repeat enough, you waste more. Just like boiling water, burning to 80 degrees flameout, indicating that your initial investment in all waste, because the water has not boiled. However, for media delivery, this degree is not as simple as boiling water. This means that you must also have a certain spirit of gambling on the basis of scientific strategies and monitoring. The effect is the effect of repetition effect has a certain criticize nature. That is, you cant really repeat one kind of information too much. Too much, can also lead to waste. This mistake made most of the brands may be n