“分众传播”直击中老年消费市场

• 作 者: 郭大帅
• 出 处: 大市场.广告导报
• 发表日期: 2005年06期
• 关键词: 分众传播 老年消费 分众化 戏曲频道 老年人口 城市老年人 老龄产业 少儿频道 老年人再就业 广告投入

有人讲,现在有三个分众市场的钱最好赚,那就是“中老年、妇女和儿童”；也有人讲,这三个市场的钱不好赚,分众越来越细,投入越来越大,巨大的资金压力更多地集中在广告的投入上。针对市场日趋分众化的趋势,如何选择准确、合理的媒体投放形式来实现更有效、更有针对性的,甚至是“四两拨千斤”的目标还是比较新的课题。

Some people say that now there are three sub-market money best to earn, that is, “middle-aged, women and children”; some people say that the money in these three markets is not easy to earn more and more attention, more and more investment , A huge financial pressure more focused on the input of advertising. In view of the trend of becoming more and more fragmented in the market, it is still a relatively new topic to choose an accurate and reasonable mode of media delivery to achieve more effective and targeted objectives, and even to achieve the goal of “resolving every possible solution from all directions”.