倩影羊胎素电视广告的媒体策略分析

倩影羊胎素电视广告的媒体策略分析

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时间:2019-01-31

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1、山东大学硕士学位论文ABSTRACTBeautyandcosmeticindustryhasalwaysbeenoneoftheindustrieswhichhasthemostfiercecompetition.Inordertowinthemarketshare,everycompanyalltriestoadvertiseonalargescaleonthemassmedia,especiallyonTV.QianyingPlacentaCapsule,asanewproductinthemarket,mustasvertiseitselfSOastowint

2、heidealmarketshare.Meanwhile,qianyingcompanydoesn’thaveenoughsourcestoadvertiseonalargescale,first,itdoesn’thavethemoneytoaffordthefeestoadvertisenationalwide,second,asanewproduct,PlacentaCapsuledoesn’thavethebasicaccessandchannaltothemarket.Underthissituation,itisthemostimportantthing

3、forqianyingcompanytomaketheadvertisementofqianyingoneofthecomponentofit’Scompetitionformarket,atthesametimetoprogresspacebypacewiththeconstructionofchannalandaccesstoformastableproportionasabaseforit’Smarketdevelopment.ThisarticlemainlystartsfromthefirstyearadvertisementofPlacentaCapsu

4、le,andcomesupwithaseriesofstrategiesforadvertisementdistribution.Thus,itwillassureqianyingofmoreaccesstothetargetconsumerswithinlimitedbudgetinthefirstyearofdistribution,SOastorealisetheproduct’Sbroadcastinganddevelopment.Thearticlemainlyfocusesonmarketresearch,CPM,receivingCPRPandthec

5、ostaccountbasedonmediadiscount.Onthebasisofmarketresearch,thecompanyfirstanalyzethediscriptionofit’Sconsumerstoqualifyit’Sconsumersbydetaileddata;second.itdoessomeresearchonit’Scompetitors’wayofadvertisingaswellashabits,todrawup5w2hofconsumersofqianyingPlacentaCapsuleandthedistribution

6、oftheadvertisementbasedonmediaresearch,andcomesupwiththethinking“tobuildbrandnamewhenthemarketisnotgood,togainmarketwhenthetimeisgood’’andtheprincipleofdistribution“supportpluscomplement”,andarrangesthedensityofthedistributionoftheadvertisementandit’Sallotoffees.。CCTVisthemainmediaofou

7、rcountry,whichisfamousforit’SlowCPMandmghreceivingrate.ThemonthlycostofqianyingPlacentaCapsuleisratherexpensive.butthemainreceivingaudienceofCCTV—-thecountrysidepeopleaccountedfor80%ofOurcountry,arenotthetargetconsumersofourproduct.,4山东大学硕士学位论文Accordingtotherequirementofmarketingstra

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