Bussiness ManagementMBAstrategyHuman ResourceMarketingHospitalityE-commerceInternational Tradingproject managementmedia managementLogisticsFinanceAccountingadvertisingLawBusiness LawEducationEconomicsBusiness Reportbusiness planresearch proposal
英语论文题目英语教学英语论文商务英语英语论文格式商务英语翻译广告英语商务英语商务英语教学英语翻译论文英美文学英语语言学文化交流中西方文化差异英语论文范文英语论文开题报告初中英语教学英语论文文献综述英语论文参考文献
ResumeRecommendation LetterMotivation LetterPSapplication letterMBA essayBusiness Letteradmission letter Offer letter
澳大利亚论文英国论文加拿大论文芬兰论文瑞典论文澳洲论文新西兰论文法国论文香港论文挪威论文美国论文泰国论文马来西亚论文台湾论文新加坡论文荷兰论文南非论文西班牙论文爱尔兰论文
小学英语教学初中英语教学英语语法高中英语教学大学英语教学听力口语英语阅读英语词汇学英语素质教育英语教育毕业英语教学法
英语论文开题报告英语毕业论文写作指导英语论文写作笔记handbook英语论文提纲英语论文参考文献英语论文文献综述Research Proposal代写留学论文代写留学作业代写Essay论文英语摘要英语论文任务书英语论文格式专业名词turnitin抄袭检查
temcet听力雅思考试托福考试GMATGRE职称英语理工卫生职称英语综合职称英语职称英语
经贸英语论文题目旅游英语论文题目大学英语论文题目中学英语论文题目小学英语论文题目英语文学论文题目英语教学论文题目英语语言学论文题目委婉语论文题目商务英语论文题目最新英语论文题目英语翻译论文题目英语跨文化论文题目
日本文学日本语言学商务日语日本历史日本经济怎样写日语论文日语论文写作格式日语教学日本社会文化日语开题报告日语论文选题
职称英语理工完形填空历年试题模拟试题补全短文概括大意词汇指导阅读理解例题习题卫生职称英语词汇指导完形填空概括大意历年试题阅读理解补全短文模拟试题例题习题综合职称英语完形填空历年试题模拟试题例题习题词汇指导阅读理解补全短文概括大意
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:38821
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。
1) Defining the research objectives
The key to any successful research is to have a clear understanding of why the research is being conducted in the first place. In other words, what are you aiming to measure?
In broad terms, radio advertising research aims can be categorised into two types:
T Marketing issues - to what extent has radio helped to achieve the campaign aims?
T Media planning issues - what effect do different media strategies have on the performance of the campaign?
Marketing Issues:- These vary widely and there can be often more than one objective set for a campaign. Below are some typical examples:
ü .Increase sales
ü Increase footfall / store traffic
ü Increase brand awareness
ü Change consumers' perceptions about a brand
ü Broaden consumer appeal
Not all of these aims are best evaluated with consumer survey research - there are specific tools available for measuring sales effects for example.
Media Planning Issues: - In addition to tracking radio's contribution to the success of a campaign, as a secondary aim you might also be trying to test and evaluate the effects of using different media strategies, for example:
- Effectiveness of different spot lengths
- Burst versus continuous activity
- Use of different day part strategies.
If you do intend to test a particular media strategy there are three important considerations to note.
ü Firstly, and most obviously, you must gear the campaign so that you can test the particular media strategy in which you are interested.
ü Secondly, if you are testing a number of media strategies simultaneously, you will need to be able to separate the effects of each using a separate, balanced research “cell” for each media-variable.
ü Lastly, when testing different media strategies, bear in mind that you will still be judging the effects in terms of the overall campaign objectives.
Whatever your research objectives, once you have defined them make sure that they form the core of the questionnaire you use. Any other questions are of secondary importance
2) The Importance of Split Samples
Misattribution of Advertising:-
When asked to consider advertising, consumers will turn their thoughts to the most salient source they can think of - this tends to mean TV. Television, as the medium with the most active expectations, tends to dominate memories of advertising, with the result that campaigns in all other media are, to varying extents, attributed to television in the consumer's mind.
This misattribution is disproportionately likely to happen with radio and is still more likely to happen when radio campaigns are creative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。