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论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2014-08-17编辑:felicia点击率:38820
论文字数:18465论文编号:org201408160903495775语种:英语 English地区:中国价格:免费论文
关键词:广告定位性冲击力AdvertisingPowerful advertisingmedium
摘要:本文是一篇广告学留学论文。广告通常表达出强烈的定位性。极具冲击力的广告是经过具体筹划的结果。伟大的思想和伟大的广告活动不只是一种流行的表现方式,它们更多地是建立在激励销售的沟通要点上。本文以印度为例,分析电台广告的发展史。
You should also understand. Be aware that the announcer may have slight interpretation of the reading than you do, and don't expect a performance that could only come from someone reading your mind.
Selling Radio Commercial
Selling radio advertising involves a number of steps. The radio salesperson must be aware that everyone involved in the transaction is looking for different results. The media buyer is looking for efficient cost per point, while the client's goal is to move product. As all radio stations are perceived to be same it is important to build value into the radio station by offering credible benefits that produced results and solutions for prospective clients.
Radio salesperson must begin with the client's needs and marketing goals. The first step in the process is to meet the client to gain as much information as possible about the client and his or her business. After the salesperson has a firm grasp of the advertising problem, the next step is to prepare a proposal. The successful ones begins with the clients problem and sales objectives an move systematically to a solution.
Often the job of the radio sales person must be conducted on a number of levels.
a) An advertiser who is not currently scheduling radio may have to be convinced that the medium in general is for a particular product.
b) The salesperson must move from the general advantages of radio to the advantages of specific station.
c) The radio representative may have to show how radio fits into the media mix currently being used by the advertisers.
Radio advertising faces challenges both from within the industry and from other media as it competes for advertising price.
Dayparts
Characteristics
6 a.m. - 10.00 a.m.
Drive time, breakfast audience, interested chiefly in news
10.00 a.m. - 3.00 p.m.
Daytime, program characteristics of station, talk , music, or all-news
3.00 p.m. - 7.00 p.m.
Afternoon, drive time ; radio prime time and same as morning drive time
7.00 p.m. - 12.00 a.m.
News, music, talk shows
12.00 a.m. - 6.00 a.m.
Music, talk shows
Elements of good radio commercial
T Be single-minded, focused. The consumer should not be burdened with too much information. Prioritize the copy points. The central idea should be highlighted.
T Research your product or service. Many clients keep tabs on their competition, but they rarely related their features and benefits to factual data. Meaningful statistics can give substantial support to your massage.
T Relate to the consumer, Always relate the brand to customers wants and needs. 本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。