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ID:32502019
大小:695.00 KB
页数:14页
时间:2019-02-09
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1、EvaluationofMediaTelevisionAdvantagesCreativityandImpactHighImpactSight-Sound-MotionCreativeflexibilityCoverageandCostEffectivenessMassCoverage/HighReachLowCostperExposureAttention-gettingMediumHighPrestigeTelevisionDisadvantagesCostHighabsolutecostHighproductioncostLac
2、kofselectivityShortmessagelifeClutterLimitedviewerattentionandcaptivityDistrustandnegativeevaluationUseTVOnlyIf...Thebudgetislargeenoughtoproducehighqualitycommercials.Themediabudgetissufficienttogenerateandsustainthenumberofexposuresneeded.Themarketislargeenoughandreac
3、hableefficientlythroughaspecificnetwork,station,orprogram.There’sagenuineneedforamediumwithhighcreativepotentialtoexertastrongimpact.CostandEfficiencylowcosttoproductandpurchaseselectivity-programmingandgeographyFlexibilityshortleadtimeMentalImageryIntegratedMarketingco
4、mbinedwithpromotionsAdvantagesofRadioLimitationsofRadioCreativelimitationsAudiencefragmentationComplexbuyingprocessLimitedresearchdataLimitedlistenerattentionandcaptivityClutterBothMedia...RadioandTVSimilaritiesAresoldintimesegmentsAreexternallypacedmediaArepassive,low-
5、involvementSpecialMagazineFeaturesBleedPagesCoverPositionsInsertsGateFoldsCreativeSpaceBuysAdvantagesofMagazinesSelectivityReproductionQualityCreativeFlexibilityPermanencePrestigeReceptivity,InvolvementHighinformationcontentServicesDisadvantagesofMagazinesCostsLimitedRe
6、achandFrequencyLongLeadTimeClutterandCompetitionBuyingMagazineSpaceCostisafunctionof:circulationeditionadfeaturessize,color,position,type,specialrequirementsSoldasfull-page,half-page,etc.orbycolumninchesNewspaperClassificationsTypeLocal/RegionalNationalSpecial-AudienceS
7、upplementsAdTypes:DisplayAdsClassifiedAdsPrintedInsertsNewspaperCharacteristicsWideAudienceReadby60-70%ofconsumersReaddailyinanorderedwayReaderslookat84%ofallpagesOfferFlexibilityFewlimitationsonadsizeSpotandfullcoloravailableManyshapes,sizes,paper,&printingPlacementins
8、pecialinterestsectionsNewspaperDisadvantagesProductionqualitymaybelowShortlifespanNotdemographically/psychogra
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