中三元

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【深度分析】知名品牌为什么如此重视户外广告的投放?
时间:2020-11-20 14:18:48

中三元   【SHENDUFENXI】YINWEIHUWAIGUANGGAONENGJIPINPAIDAILAISHIJIDE“LIYI”,ZHEISHIXIANERYIJIANDE。MEINIANQIANYIJIDEGUANGGAOFEILIUXIANGHUWAIGUANGGAOXINGYE,ZHEIYEZHENGMINGLEHUWAIGUANGGAODEZHONGYAOXING。TOUFANGHUWAIGUANGGAOSHIZHONGYAOBUWAIHULIANGDIAN:PINPAIQIANQIXUANCHUANHEPINPAIHOUQIWEIHU。

中三元   YI、PINPAIQIANQIXUANCHUAN

  PINPAIQIANQIXUANCHUANZHEIGEGUOCHENGZHONG,HUWAIGUANGGAOHUITONGGUOGEZHONGGEYANGDEFANGSHIRANGXIAOFEIZHERENSHI、RENZHIHERENTONGZHEIGEPINPAI。XIAOFEIZHESHUZHIPINPAIDEGUOCHENGJIUXIANGSHINANNVPENGYOUXIANGSHIDEGUOCHENG,YOUMOSHENGDAOSHUXIXUNXUJIANJINDEGUOCHENG。CHUCIJIANMIAN,NIHUITONGGUOWAIBIAO、YIZHE、XINGWEIDUIMOSHENGRENYOUYIGECHUBUDERENZHI(TONGGUOPINPAIMING、PINPAIlogoXINGCHENGDUIPINPAIDECHUBURENZHI),RANHOUHUIJINYIBULEJIETaDEZHIYE、XINGGE、XIHAO(JINYIBURENSHIPINPAI,LEJIEPINPAISHIZUOSHENMEDE,HEQITAPINPAIYOUSHENMEBUYIYANG),MANMANDE,YUELAIYUESHUXI,NIJUEDETaYUNIXINGGEXIANGJIN,YOUGONGTONGDEXINGQUHEAIHAO,MANMANQUEDINGLEGUANXI。(DUIPINPAIYOULEZHONGCHENGDU,XINGCHENGLE“WOMEN”DEGANJUE)

  ZAIXIAOFEIZHEDUIPINPAI“RENSHI---RENZHI---RENTONG”DEGUOCHENGZHONG,HUWAIGUANGGAOGUANCHUANLEQUANGUOCHENG,SHIXIAOFEIZHEYUPINPAILIANXIDEBIYAOQIAOLIANG。

户外广告

中三元   CONGHUWAIGUANGGAOZISHENDETEXINGLAIKAN,YIFANGMIAN,HUWAIGUANGGAOSHIGENZHIYUXIAOFEIZHEZHENSHISHENGHUOKONGJIANDEMEITIXINGSHI。CTRMEIJIEZHIXUNCENGZUOGUOTONGJI,ZAIWOGUOHUWAIGUANGGAODEDAODALVGAODA80%。TEBIESHISUIZHE“HUWAISHENGHUOQUANMEITI”GAINIANDESHENGXING,HUWAIGUANGGAOWULUNZAISHULIANGSHANGHAISHIZHONGLEISHANGDOUYOULEJIAODAZENGZHANG。XIANZAIRENMENYICHUMENJIUHUIJIECHUDAOGEZHONGLEIXINGDEHUWAIGUANGGAO:DIANTIGUANGGAO、GONGJIAOCHEGUANGGAO、DITIEGUANGGAO、JICHANGGUANGGAO、YOULUNZHONGXINGUANGGAODENG。

  LINGYIFANGMIAN,HUWAIGUANGGAODECHUANBOJUYOUZHIJIEXING。BUTONGYUDIANSHIGUANGGAO、HULIANWANGGUANGGAODEJIANJIEXING(GUANGGAOXINXIHUOQUXUYAOJIEZHUYIDINGDEGONGJU:DIANSHI、DIANNAOHUOSHOUJI),XIAOFEIZHEWUXUJIEZHUQITAGONGJUJIKEZHIJIEJIESHOUDAOGUANGGAOXINXI,ZHEIDADATIGAOLEGUANGGAOXINXIDEPUGUANGLVHEDAODALV。

  HUWAIGUANGGAOHAIYOUHENDUOQITAYOUSHI,DANSHIJINCONGLIZUYUZHENSHIKONGJIAN、ZHIJIECHUANDIXINXIZHEILIANGDIANJIUKEYIQUEDINGHUWAIGUANGGAOZAIPINPAIXUANCHUANGUOCHENGZHONGBUKETIDAIDEDIWEILE。

  ER、PINPAIHOUQIWEIHU

中三元   HUWAIGUANGGAODEZUOYONGBUJINJINSHIPINPAIQIANQIXUANCHUAN,TAHAIYOUYIGEGENGDADEZUOYONGJIUSHIPINPAIHOUQIWEIHU,ZHEIYIDIANFEICHANGZHONGYAO。

  WEISHENMEJIAYUHUXIAODEPINPAIRUKEKOUKELE、KANGSHIFU、BAOJIEMEINIANHAIYAOZAIGUANGGAOSHANGTOURUDALIANGDEFEIYONG?GENBENYUANYINJIUZAIYUBAOCHIPINPAIHUOYUEDUHEJINGZHENGGUIMO。

  PINPAIHUOYUEDUDAODIYOUDUOZHONGYAO?TAGUANXIDAOPINPAIDE“SHENGSICUNWANG”。YICENGJINGFENGMIYISHIDEGUOMINPINPAI“JIANLIBAO”WEILI。JIANLIBAODANGNIANBEICHENGWEI“DONGFANGMOSHUI”,CHUANGZAOLEDANGSHIRUANYINLIAOSHICHANGDEYIGEQIJI。XIANZAISUIRANJIANLIBAOYIRANZAIXIAOSHOU,DANSHIDANGKEKOUKELE、BAISHIKELE、JIANLIBAOSANZHONGYINLIAOTONGSHIBAIZAIHUOJIASHANG,YOUYOUDUOSHAOXIAOFEIZHEHUIXUANZEJIANLIBAONI?WOMENBUDEBUCHENGREN,JIANLIBAOYIJINGCHENGWEILE80NIANDAIDEHUIYI,PINPAIDEBUHUOYUERANGNIANQINGDEXIAOFEIZHEDUITAZHIZHISHENSHAO,ZIRANYEJIUWUFAJIQITAMENDEGOUMAIYUWANG。SUIRANJIANLIBAOCHENLUNDEYUANYINHENFUZA,DANSHIBUZAITOUFANGGUANGGAO,PINPAIBUHUOYUEYIDINGYOUZHEFEICHANGZHONGYAODEYUANYIN。

  XIAOFEIZHEDOUSHIJIANWANGQIESHANBIANDE,PINPAIBIXUBUDUANHUOYUEZAIXIAOFEIZHEDESHIXIANLICAINENGBAOZHENGPINPAIDEJINGZHENGGUIMO。XIAOFEIZHEDUIPINPAIDEZHONGCHENGDUDAZHIKEFENWEI4LEI:

中三元   GUANXINGGOUMAICHUJI:XIAYISHIMEICIDOUXUANZETONGYIPINPAI,SHOUDAOYINGXIANGHUIQINGYIBIANGENGXUANZE。

  GUANXINGGOUMAIGAOJI:DUICHANPINPINZHIMANYIERZHONGFUGOUMAI,YOUYIDINGZHONGCHENGDU,BUHUIQINGYIBIANGENGXUANZE。

中三元   QINGGANHECHENGNUOGOUMAI:RENTONGPINPAI。

  DABUFENDEXIAOFEIZHEDOUTINGLIUZAIWUZHONGCHENGHUOGUANXINGGOUMAIDECENGCI,DUIPINPAIDEZHONGCHENGDUBUGAO。ZAIZHEIZHONGQINGKUANGXIA,WEILEBAOCHIJINGZHENGYOUSHI,HUODEGUIMOXIAOYI,PINPAIBIXUJIADAGUANGGAOTOUFANG,BAOCHIPINPAIDEHUOYUEDU,TIGAOWUZHONGCHENGXIAOFEIZHEHEGUANXINGGOUMAIXIAOFEIZHEXUANZEPINPAIDEJILV。

  YIRANYIJIAYUHUXIAODEYINLIAOPINPAIKEKOUKELEWEILI。YINLIAOSHICHANGJINGZHENGDEJILIECHENGDU,WUXUDUOYAN,SUIBIANJINRUYIJIACHAOSHIHUOSHANGCHANGDEYINLIAOHUOJIAQIANDOUNENGZHIGUANDEGANSHOUDAO。ERKEKOUKELEHEBAISHIKELEZAICHANPINGONGNENG、WEIDAOCENGMIANDEQUFENDUJIBENBUDA。1970NIANMEIGUORENZUOGUOSHIYAN,ZHIYOUBUDAO10%DERENNENGHECHULIANGZHONGKELEDEQUBIE。YAOXIANGZAIJILIEDESHICHANGJINGZHENGXIAYINGLI,TONGGUOGUANGGAOBAOCHIGUIMOYOUSHIJIUCHENGWEIKEKOUKELEDEBIRANXUANZE。

中三元   YOURENCENGJIKEKOUKELESUANLEZHEIYANGYIBIZHANG:JIARUKEKOUKELEDEGUDINGTOURUCHENGBENSHI100YUAN(BAOKUOCHANGFANG、YANFADENGBUSUIXIAOLIANGBIANDONGDECHENGBEN),MEINIANSHENGCHAN200PINGKELE,MEIPINGKELEDEKEBIANCHENGBENSHI1.5KUAI(JIYIPINGYINLIAODEWULIAOCHENGBEN),NEIMETADEZONGCHENGBENJIUSHI100+200*1.5=400,PINGJUNCHENGBENZESHI400/200=2YUAN,RUGUOMEIPINGMAI2.5YUAN,NEITAKEYIZHUAN0.5YUAN。

中三元   ZHEISHIHOUGUANGGAOTINGZHI,XIAOLIANGCONG200PINGBIANCHENG100PING,GUDINGCHENGBENYIRANBUBIAN,ZONGCHENGBENBIANCHENG100+100*1.5=250,ERPINGJUNCHENGBENZEBIANCHENG250/100=2.5,RUGUOHAIMAI2.5YUAN,ZEBUZHUANQIAN,LIRUNLVBIANCHENG0。

  DANGRANZHEIZHONGSUANFA,SHIPAICHULEXIANSHIYINSUDELIXIANGHUASUANFA。JIBIANRUCI,YERANGWOMENKANDAOLEYONGGUANGGAOBAOCHIGUIMOYOUSHIDEZHONGYAOXING。NIBUZUOGUANGGAO,BIERENJIUHUIZUO,BIERENDEGUIMOJIUHUINIANYANI。HUAYOUSHUOHUILAI,GUANGGAOTOUFANGDEFANGSHINEIMEDUO,WEISHENMEYAOXUANZEHUWAIGUANGGAONI?ZHEIDANGRANSHIYINWEIHUWAIGUANGGAOJUYOUQITAMEITISUOBUJUBEIDEYOUSHI,CHULESHANGWENTIDAODEZHENSHIKONGJIANYOUSHI、XINXICHUANBOZHIJIEXINGYOUSHIWAI,HAIYOUJINGGUOSHICHANGYANZHENGDEQIANRENCHENGBENDI、DAODALVGAODENGYOUSHI。

中三元   HUIXIANGYIXIASHENGHUOZHONG,NEIXIEERSHUNENGXIANGDEPINPAI,YOUNAYIGEMEIYOUTOUFANGGUOHUWAIGUANGGAO?KEKOUKELE、BAISHIKELE、KANGSHIFU、JUNLEBAO、HUAWEI、XIAOMI、ZHIFUBAO、WEIXINZHIFU、JINGDONG、TAOBAO、XIECHENG、SUNINGYIGOU、GUOMEIDIANQI......

中三元   NAYIGEBUSHIZHIMINGPINPAI,YOUYOUNAYIGEHUSHILEHUWAIGUANGGAO。GUANGGAOTOUFANGDEBENZHIJIUSHIYUXIAOFEIZHEGOUTONGJIAOLIUDEGUOCHENG,JIRANHUWAIGUANGGAOKEYIJIPINPAIYUDAZHONGZHIJIANDAJIANQIAOLIANG,WEISHENMEWOMENBUXUANZETANI?

  【SHENDUFENXI】DANGRANHUWAIGUANGGAOSHIPINPAIDEBIXUANXIANG,DANBUSHIWEIYIXIANG。YINWEIMEIYOUNAYIZHONGGUANGGAOXINGSHISHIWANMEIDE,MEIZHONGGUANGGAOXINGSHIDOUYOUQICHUANBODEJUXIANXING,PINPAIYAOZUODEJIUSHIZHAODAOZUIJUCHUANBOYOUSHIDENEIYIZHONGHUWAIGUANGGAOJINXINGPINPAIXUANCHUAN。

XIANGGUANSOUSUO: