论文部分内容阅读
某广告主说:“我的广告费一半是浪费的,遗憾的是我不知道是哪一半!”做广告,花钱最多的是什么?不是创意,不是策划,而是媒介费用。媒介费用一般占广告费用总构成的80％以上,并且在你掏出钱包的时候,还不知道哪一半是被浪费掉的,更可怕的是当你把自我感觉良好的广告发布之后,市场却水波不惊:你的广告已经被淹没在茫茫的广告海洋之中了。做为广告主,你肯定很痛心,争夺“消费者眼球”的斗争变得如此艰难。谁的错?广告还是消费者? 其实任何一项投入都会有风险,正如股市有风险,大家还要炒股一样,关键是如何采取有效的策略来降低这种风险,笔者从实践中对这种广告传播的风险做了一点研究,写下以供参考。
An advertiser, said: “My advertising is half the waste, unfortunately I do not know which half!” Advertising, what is the most expensive? Is not creative, not planning, but the cost of the media. Media costs generally make up more than 80% of the total cost of advertising and do not know which half was wasted when you pulled out your wallet. Even more frightening is that when you post ads that feel good about yourself, the marketplace Water does not panic: your ad has been submerged in the vast advertising ocean. As advertisers, you are saddened to see the fight for “the eye of the consumer” so difficult. Who wrong? Advertising or consumers? In fact, any investment will be at risk, just as the stock market is risky, we still want to stocks, the key is how to take effective strategies to reduce this risk, the author of this advertisement from practice Spread the risk of doing a little research, write down for reference.