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各大零售企业在开展促销活动时,都迫不及待地大规模投放广告,其中含有很大的盲目性和冲动性,造成了大量资金浪费。为此必须注意以下几点:一、报纸类媒体要选好对象和制订投放计划零售业的报纸广告多选择在广大读者喜闻乐见的晚报类报纸和电视报上。这类报纸具有一定的可读性和娱乐性。但是,中国大部分报纸普遍存在着虚报发行量的现象。笔者所在城市的四至五种晚报类报纸都号称发行量在5万份以上。其中发行量最大的一份报纸声称其发行量在8-10万份。经过笔者的市场调研,发现这份报纸的实际发行量也不过4万份,其它报纸的发行量就更不用说了。这些报纸夸大发行量的用心无非是想加重在广告价格上的砝码。因此各零售企业在广告投
When carrying out sales promotion activities, the major retail companies are unable to wait for large-scale advertising, which contains a lot of blindness and impulsivity, resulting in a lot of money wasted. To this end, we must pay attention to the following points: First, newspaper media should choose the right target and formulate the retail business newspaper ads to choose from among readers’ favorite evening newspapers and televisions. Such newspapers have some readability and entertainment. However, most newspapers in China have the problem of making a false announcement of circulation. Four to five evening newspapers in the author’s city claim the circulation is above 50,000. One of the largest circulation newspapers claimed that its circulation was between 80,000 and 100,000 copies. After the author’s market research, I found that the actual circulation of the newspaper was only 40,000, not to mention the circulation of other newspapers. These newspapers exaggerate the circulation of the intention is nothing more than want to increase the price on the advertising weight. Therefore, all retail businesses in advertising investment