论文部分内容阅读
电视广告是洗护发品牌的最重要传播手段,这种传播模式在未来一段时间内依然会保持。但是,洗护发品牌也开始重视对视频广告的多平台使用。化妆品、浴室用品行业在2014年一直在低增速中徘徊,前8个月的刊例花费较去年同期甚至下降了1%。作为行业的第二大品类,洗护发产品的投放缩减变动对行业整体产生了一定的影响。以往洗护发品牌的荧屏之战,源源不断。但是回想2014年的洗护发广告,似乎出现些许的冷场。CTR媒介智讯的研究显示,洗护发品类在2013年的刊例花费增长26%,但是在2014年前8个月却出现了同比15%的降幅。面对这突然出现的广告传播变动,我们试图用数据来了解,这变化的原因是因为销售市场的变化,还是传播策
TV advertising is the most important means of hair care brand communication, this mode of transmission will remain in the next period of time. However, hair care brands are also beginning to pay attention to the multi-platform video ads. Cosmetics, toiletries industry in 2014 has been hovering at low growth rates, the first eight months of case-based spending over the same period last year or even decreased by 1%. As the second largest category in the industry, the reduction of changes in delivery of shampoo products has had a certain impact on the industry as a whole. In the past shampoo brand screen battle, a steady stream. But in retrospect of the 2014 shampoo ads, there seems to be a bit of a cold spot. Research by CTR Media Intelligence revealed that caseloads for health products increased by 26% in 2013, but a 15% year-on-year decline in the first eight months of 2014. In the face of this sudden change in advertising and communication, we tried to use the data to understand that the reason for this change is due to changes in the sales market, or communication