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摘自 S.马杰罗《市场营销》DAGMAR 营销概念在促销和广告专家中一直存在着两种对立的观点,一派认为,只有当销售实现了,才能判断广告和促销效果;另一派强调的概念是,促销组合要实现整体、明确的交流目标。根据第一种观点,广告和促销成功的基础,是实现销售的水平。根据第二种观点,促销结果决定于影响购买决定的信息和态度是怎样交流的,以及为此付出的代价是多少。前者通常被称为行动交流派,后者被称为 DAGMAR 交流派。DAGMAR 是下面名称的缩写;定义广告目标——量度广告反应(效果)(defining advertising goals-measuring advertising response/results)
From S. Marjelo “Marketing” DAGMAR Marketing Concepts There are two opposing views among promotions and advertising specialists who believe that advertising and promotion effectiveness can only be judged when sales are realized; the other party emphasizes the concept of , Promotion portfolio to achieve the overall, clear communication goals. From the first perspective, the basis of advertising and promotion success is the level of sales achieved. According to the second view, the result of the promotion depends on how the information and attitude influencing the purchase decision are exchanged and what the price is paid for it. The former is often referred to as the mobile communicator, the latter known as the DAGMAR communicator. DAGMAR is an acronym for the following: Defining Advertising Objectives - Measuring advertising goals-measuring advertising response / results