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广告投放进入成熟理性阶段后,数据库成为购买广告刊播时间的重要依据。然而客户服务经验表明:360度的数据服务,并未使广告主决策更轻松。面对一堆堆充溢着理性的表格和数据,结果还是难以作出明智的选择。原因在于仅有数据还不够,广告主还要拥有“具体数据”的”具体的解读能力”。如对GRP(毛评点)CPM(千人成本)、CPP(点成本)等数据背后消费群流动态势的解读等。不少号称做科学广告的客户,主观上在追求理性投放,但在实际收视购买中,面对所谓权威数据参考,常常忽略了一些重要因素,从而导致“客观不理性”的广告行为。
Advertising into mature and rational stage, the database has become an important basis for the purchase of advertising time. However, customer service experience shows that 360-degree data services do not make advertiser decisions easier. In the face of piles of tables and data filled with reason, it is still difficult to make a wise choice. The reason is that only the data is not enough, advertisers also have “specific data” of the “specific interpretation.” Such as GRP (gross point) CPM (thousands of people costs), CPP (point cost) data such as consumer trends behind the interpretation of the flow. Many clients, who claim to be scientific advertising, are subjectively pursuing rational delivery. However, in the actual viewing purchase, facing the so-called authoritative data reference often neglects some important factors and leads to “objectively irrational” advertising behavior.