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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:40758
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。
Dividing the space into selling areas:
At this stage, space management is concerned with allocating space to different product areas, defined according to individual retail businesses, but usually on the basis of product (department or category. The amount of space will he determined to a greater extent on previous performance indicators, typically sales values. However, sonic products, because of their physical characteristics may need disproportionate amounts of space in relation to sales. In a department store, home furnishings may need a relatively large amount of space to generate a good level of sales because the products are bulky, a large variety of merchandise is needed for customers to choose from and a lot of display space is needed to do the product justice. On the other hand, jewellery is a high value product category that needs relatively small amounts of space for display and selling purposes. The stage a product category is at in its life cycle is likely to influence the space allocation at this level. If a category is growing, then more space should be allocated, whereas a declining category needs to have its space rationalizes.
Measuring selling space using square metres
Using linear measurement for space selling
Using cubic measurement for space selling
Typical ‘hotspots' In a Space selling
Particularly evident in department stores, where specialist products such as furniture and home entertainment, as well as hairdressing salons and customer service department's located on basement or upper floors, Customer flow can also be encouraged by locating high demand items throughout the store layout, with plenty of impulse items located in between. Retailers need to find a balance between maximizing sales of high demand products, generating flow around slower selling products (which may have higher profit margins), and providing logic and convenience in the layout for the customer,
Product adjacencies:
A logical route through the different product categories or departments is part of a customer focused offer, and can encourage linked sales. For example, in a baby equipment retailer like Mother cares it makes sense for merchandise to be grouped into themes for space planning purposes. These product themes are then presented in a logical way to the customer as they move through the store. Products for immediate needs, such as feeding and general baby care come first, followed by bath time and clothes; and then on to the more expensive, one purchases in the travel and nursery departments.
The barbecue season provides a good opportunity for retailers to generate interest and sell distinctive groups of complementary products. Some of these products are strictly seasonal: the barbecues themselves and the briquettes for example. However, other products can be given additional space allocations in the seasonal aisle as part of the ‘barbecue category'. Firelighters, matches, marinades, sauces, disposable tableware and beer are products that are found around the supermarket throughout the year, but are given a boost In the barbecue season by being merchandised as complementary goods.
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