| 浅谈产品广告的媒体选择 |
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| 引用本文： | 张凌浩.浅谈产品广告的媒体选择[J].江南大学学报(人文社会科学版),2002,1(3):52-54. |
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| 作者姓名： | 张凌浩 |
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| 作者单位： | 江南大学,设计学院,江苏,无锡,214064 |
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| 摘 要： | 通过对目前产品广告媒体的运用、以及广告受众的现实情况的分析 ,提出产品选择何种广告媒体并非受简单的作业经验所决定 ,而是要受包括商品特性、广告诉求特性、目标消费者、竞争策略等多种因素的影响 ,因此必须有系统的设计思想 ,策略性的从整体上加以把握 ,才能达到较佳的传播效果
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| 关 键 词： | 媒体 传播效果 系统 策略性 整合 |
| 文章编号： | 1671-6973(2002)03-0052-03 |
| 修稿时间： | 2002年4月1日 |
Media Choosing of Products Advertisement |
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| ZHANG Ling,hao.Media Choosing of Products Advertisement[J].Journal of Southern Yangtze University:Humanities & Social Sciences Edition,2002,1(3):52-54. |
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| Authors: | ZHANG Ling hao |
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| Abstract: | The paper has analysed the use of advertisement media at the present time,and the practical facts of advertisement accepter.It mainly brings forword that media choosing of products advertisement is not decided by simple working experience, but by many factors including commodity characteristics, advertising expression characteristics, target consumer, and competitive strategy, etc.. Therefore, better communication effects should be based on systematic thinking in selections of media and syncretizing these factors strategically. |
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| Keywords: | media communication effect system strategy syncretize |
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