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谈到广告,其实更应该先跳出广告,因为一叶障目,不见泰山!那应该谈什么?回归本源,谈消费者,这才是王道所在!对消费者的研究,其实包括多个层面的内容,我们可以通过多种方式提炼出可作为决策参考的结论数据。掌握了这些数据,也就掌握了消费者,了解到消费者对产品服务实际使用的方式与我们的设想是否一致,从而保障我们的传播针对性更准,实效性更强。在传播中,消费者固然是根本所在,但现实中的消费者是复杂的。那对我们来说,根据不同阶段消费者的特点,结合不同媒体的特质,做针对性的传播就显得尤为重要。在这种情况下,做IMC(整合营销传播)就是一个不错的选择!这里的整合营销传播,是指利用不同媒体
When it comes to advertising, in fact, it is better to jump out of advertisements first because there is no barrier to seeing Taishan! What should we talk about? Return to the origin and talk about consumers. This is where the king is! The research on consumers actually includes multiple levels of content. There are many ways to extract conclusion data that can be used as a reference for decision making. Having mastered these data, it also grasps the consumers and understands whether the actual use of products and services by consumers is consistent with our assumptions, thus ensuring that our dissemination is more targeted and effective. In the process of communication, consumers are fundamental, but consumers in reality are complicated. For us, according to the characteristics of consumers at different stages, combining specific qualities of different media, it is particularly important to do targeted communication. In this case, doing IMC (integrated marketing communications) is a good choice! The integrated marketing communication here refers to the use of different media.