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通常人们使用这样一句话来形容广告投放的难度,“我知道我的广告投放有50％是被浪费掉了,然而我不知道浪费在什么地方”,可是仔细追究起来难道真的就发现不了其中的问题吗?难道这也是寻找失败的借口吗?当然不能。在媒介作业时,我们是否认真研究自身市场的特点,是否认真研究不同媒体的价值,是否采用科学的媒介组合使媒介价值充分利用进而满足不同企业差异化市场的需求。发现媒介的价值给我们究竟会带来什么样的利益呢?从实际操作角度看,如果你的市场只有几个城市,而你只选择覆盖全国的媒体,自然是浪费媒介投入;如果市场有很多并且市场之间的差异性很大,你
People generally use the phrase to describe the difficulty of advertising, “I know I have 50% of advertising is wasted, but I do not know where wasted”, but carefully investigated whether they really can not find them Is it an excuse to look for failure? Of course not. In media work, do we carefully study the characteristics of our market, whether we should seriously study the value of different media, and whether we adopt a scientific media mix to make full use of media values to meet the needs of different enterprises in differentiated markets. From the practical point of view, if your market has only a few cities, and you only choose to cover the entire country, it is a waste of media investment. If there are many markets And the market is very different, you