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广告设计中空间和时间的重要性 The importance of space and time in the design of advertising

论文作者:www.51lunwen.org论文属性:硕士毕业论文 dissertation登出时间:2014-07-06编辑:felicia点击率:40760

论文字数:17304论文编号:org201407061204367610语种:英语 English地区:中国价格:免费论文

关键词:advertisingpublic relationsguidelinesdrawbackadvantages and disadvantages

摘要:在当今媒体发展迅速的时代,广告是媒体发展中重要的一部分,要充分利用广告的优势促进媒体的发展就需要广大媒体界和广告界的合作和灵活的运用方法。本文通过广告设计中时间和空间的重要性探索广告设计方法的多样性,以促进广告业的迅速发展。

摘要 Abstract

如果设计一个广告并将其放在媒体报道中,那就必须为广告设计所的创造、花费的时间或空间买单。这是广告设计偏离公共管理的部分。广告没有这样的花费问题。如果媒体买断了时间和空间,广告就能在预期内被设计出来(只要他们遵守高品位的指导方针,合法的产品和服务,等等)。但是这样做有一定的缺点,设计的广告显然是为了颂扬产品和公司的,任何广告都是为消费者感知的,至少部分受到消费者的吹捧。销售任何东西都有两种基本方法:个人和非个人。个人销售需要卖方和买方同时存在。这种销售方式有优点也有缺点。


第一个优点是时间:卖方有时间详细讨论有关产品的一切。买方有时间提问,得到想要得到的答案,并检查相关的事实依据支持或反对购买。个人销售的第二个优点是,卖方可以看到他们。最后,卖方可以很容易地找到潜在的买家。如果他们进入商店,他们可能对商店出售的东西感兴趣。街头小贩和送货上门的卖家只需针对一切可能行进行吆喝呼喊,例如能够吆喝呼喊的海德公园供应商。他们将适合个人客户的信息传递给个人客户,消耗客户愿意提供给他们的所有的时间。从以上看来,个人销售比广告要好得多,广告则属于非个人。这是真的。广告没有个人销售的优点:很少有时间来提供销售信息,没有办法知道客户是谁或他如何到回应这些信息,中期无法及时改变信息以适应客户的反应。


If an ad is created and placed in the Media, the costs of creation and time or space in the media must be paid for. This is a major area in which advertising departs from public relations. Advertising doesn't have that problem. If time or space is bought in the media, the ads (as long as they follow the guidelines set down for good taste, legal products and services, etc.) will appear. The drawback is that ads are clearly designed to extol the virtues of products and companies, and any ad is perceived by consumers as at least partly puffery. There are two basic ways to sell anything: personally and non-personally. Personal selling requires the seller and the buyer to get together. There are advantages and disadvantages to this.


The first advantage is time: the seller has time to discuss in detail everything about the product. The buyer has time to ask questions, get answers, and examine evidence for or against purchase. A second advantage of personal selling is that the seller can see them. Finally, the seller can easily locate potential buyers. If they enter a store, they probably have an interest in something that store sells. Street vendors and door-to-door sellers can simply shout at possibilities, like the Hyde Park vendors who call out. From there on they fit their message to the individual customer, taking all the time a customer is willing to give them. From the above, it appears that personal selling is much better than advertising, which is non-personal. This is true. Advertising has none of the advantages of personal selling: there is very little time in which to present the sales message, there is no way to know just who the customer is or how she is responding to the message, the message cannot be changed in mid-course to suit the customer's reactions.


Products, services or ideas are the things that advertisers want consumers to buy (in the case of ideas, "buy" means accept or agree with as well as lay out hard, cold cash). However, there is more involved in products or services than simply items for purchase.


A product is not merely its function. It is actually a bundle of values, what the product means to the consumer. That bundle may contain the product's function, but also the social, psychological, economic or whatever other values are important to the consumer.


Chapter 1: Introduction

In an era when physical tail space is still at a premium, constrained by planning restrictions and rising costs, productive use of space is a key indicator of buying and merchandising success, and high space productivity depends on offering the right range, in a logical layout, with products available and easy for the cus论文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。

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