清华社数字营销：战略、实施与实践（第7版）教学课件_pp08.pptxVIP

Chapter 8 Campaign planning for digital media;Chapter 8 Campaign planning for digital media ;The characteristics of digital media;Figure 8.1 The differences between one-to-many and one-to-one communication using the Internet [organisation (O) communicating a message (M) to customers (C)];Figure 8.2 The communication model of Schramm (1955) applied to the internet ;Step1: Goal setting;Figure 8.4 An example of the effectiveness measures for an online ad campaign;Figure 8.5 Conversion marketing approach to objective setting for web communications ;Campaign response mechanism;Step 2 Campaign insig