与广告策划有关的名词解释（Explanation of terms relating to advertising planning）.docVIP

与广告策划有关的名词解释（Explanation of terms relating to advertising planning） Arrival rate (reach): Through the media planning, during a period of time, exposure to a media executive program or a percentage of the total population, population of family or family, for non repetitive (Unduplicate) numerical calculation, which is exposed to one or more of the total population or family ratio in specific period. The definition of the period is usually four weeks. Sometimes it is also called non recurring arrival rate (Unduplicate Reach) or net arrival rate (Net Reach) shows the width of the media to convey the message. Effective arrival rate The effective arrival rate is the result of different exposure frequencies with different weights. Advertising agency system Advertising agency system is an international advertising management and operation mechanism. It means that the advertising agent (advertising operator) carries out a series of advertising activities within the jurisdiction granted by the agent (advertiser). Points (rating): in all households with television, watch the percentage of this time slot. 4P s Answer: that is, products (Product), price (Price), place (Place), promotion (Promotion), they are controllable factors of the enterprise, for the target market, the enterprise uses this 4P combination to launch marketing strategy. AIDMA One of the theories of advertising psychology is A for attention (Attention), I for interest (Interest), D for desire (Desire), M for memory (Memory), and A for action (Action). The general psychological process which means the consumer purchase behavior: advertisers targeted demands, attracted the attention of consumers, so that consumers interested in advertising products, and stimulate consumer desire, and ultimately contributed to the purchase behavior. Definition of advertising planning Advertising planning, in fact, is the overall planning of advertising activities, or strategic decisions. Including advertising target formulation,