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现在很多的广告主已经意识到单一传统媒体的传播已经无法完成任务,媒体进行组合使用也得到了广泛的认同和使用,但关键的问题是传统媒体策略中追求到达率和到达频次的想法出现了新的挑战,这样的挑战出现在两种状况当中:第一:对于那些呈现明显同质化的快速消费品而言,企图通过传统广告的信息传播已经很难打动她们,那些铺天盖地、无处不在的广告很多时候是种浪费。第二:消费者接收信息的方式发生了改变,对于80后、90后的一代来说,
Nowadays many advertisers have realized that the communication of a single traditional medium has been unable to fulfill its task and the media has been widely used and used in combination. However, the key issue is the idea of pursuing the arrival rate and reaching frequency in the traditional media strategy New challenges, such challenges arise in two situations: First, for those FMCGs that are apparently homogenous, attempts to spread information through traditional advertisements have made it hard to impress them, overwhelming and ubiquitous Advertising is often a waste of time. Second: the way consumers receive information has changed, for 80, 90 generation after generation,