论文部分内容阅读
伴随着中国户外媒体的高速增长．客户对户外广告投放的要求也越来越高:单个媒体已经无法满足客户系统性的发布:长期购买已经不能适应企业短期的营销活动:客户不再仅仅是根据广告预算选择点位．而是开始关注广告投放效果．以及费用的性价比．这都要求广告公司必须通过科学的分析．有计划地对媒体资源进行统一管理．以达到广告投放系统化、高效化和灵活机动的目的。然而．中国户外媒体资源高度分散,难以实现系统供应．国内80％的媒体资源由6万多
With the rapid growth of China’s outdoor media. Customers are also demanding more and more outdoor advertising: A single medium can no longer satisfy customers Systematic release: Long-term purchases can no longer meet the short-term marketing activities of the enterprise: Clients no longer just choose the location based on the advertising budget. Instead, start focusing on ad serving. And the cost of the price. All this requires that advertising agencies must pass a scientific analysis. Planned media resources for unified management. In order to achieve systematic, efficient and flexible advertising purposes. however. China’s outdoor media resources are highly fragmented, making it difficult to achieve systematic supply. 80% of the domestic media resources from more than 60,000