广告媒介_媒体基本实战技巧2【企业营销策划经典】.ppt

Reach Pattern - Blitz 全面攻击闪电战 Start 1 Yr Planning Period Reach Expenditure Pattern: Reach Pattern - Blitz The ideal pattern for a new product or service, if you can afford it, consists of a “blitz” of continuous advertising for the first year. But, it is virtually impossible to over-advertise a new product or service during its introduction. The blitz pattern will maximize the first-mover advantage if your brand is the first in the category. However, It appears that blitz level spending is also necessary if a later-entering brand hopes to overtake the market leader. Reach Pattern - Blitz Important Note : The advertiser will need a fairly large “pool” of advertising executions, built around the same positioning strategy, to prevent advertising wearout. For informational products, a resonably safe estimate is 2 ~ 4 executions. For transformational products, where ad likability is relevant, 4 ~ 6 executions may be needed to sustain a blitz. For introductory promotions, to gain trial, would usually occur only for the first six months because that is the length of time for which a product or service can legally use the description “new”. Reach Pattern - Wedge 契形分裂 Start 1 Yr Planning Period Reach Expenditure Pattern: Reach Pattern - Wedge The wedge pattern can be considered as an alternative to a blitz when launching a regularly-purchased product or service. Not only high reach but heavy frequency is needed initially to create brand awareness for the new product and to enable prospective triers to learn the new product’s benefits (informational advertising) or acquire its intended image (transformational advertising) GENERAL TERMS FOR PRINT Circulation No. of copies of publication sold or distributed Pass-along Readers Readers who didnt purchase their own copy of a publication but read the copy of someone else Readership Both primary and pass-along readers Readers per copy (RPC) Average no. of readers of a publication per copy of circulation GENERAL TERMS FOR PR