最近,在全球的广告市场上掀起了一场有效频率的争议。一项大规模媒体调查提出,“第一次播出率”是最有效果的信息传递;另一个调查则提出了不同的看法。了解这两项调查,对我国企业利用广告这个促销利器,将有一定的帮助。 两种调查 一、强斯调查。 这项调查是由教授约翰·强斯主导,他们在52周内收集了12类产品项目、78种不同品牌及11.1万次购 Recently, there has been a controversy over the effective frequency in the global advertising market. A large media survey suggested that “the first broadcast rate” is the most effective information transfer; another survey put forward different views. Understand these two investigations, the promotion of our enterprises using this promotional weapon, will be of some help. Two kinds of investigation One, strong investigation. The survey, led by Professor John Strong, collected 12 product categories, 78 different brands and 111,000 purchases in 52 weeks