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酒店广告常用哪几种媒体发布平台呢?

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来源:【人和时代·中国】vi标志设计公司 发布时间:2012-06-06 11:48:50 查看次数:

酒店广告常用哪几种媒体发布平台呢?
    常用作酒店广告发布平台的媒体有以下几种:大众传播媒体,包括报纸、杂志、广播、电视等;展示性广告;店外广告;邮寄广告。当前,随着互联网的发展,酒店网络广告成为很多酒店在发布有关信息时的选项。
    以下分别比较常用的各种媒体的特点:
   (1)报纸
     从职业和教育程度来看,阅读报纸的阶层可以说是媒体中覆盖最广泛的;报纸配送地域明确,以定期订阅者为主要对象,可以说报纸是最有计划性的稳定的媒体;报纸对当地市场的覆盖率高,易被接受和被信任;报纸灵活、及时,时效性强。但是,报纸也有不足之处,报纸广告保存性差,读者仅仅是浏览;广告制作质量有限,传真度差;篇幅有限,广告版面大小易被忽视。
   (2)杂志
     作为广告媒体,杂志的长处在于读者针对性强,杂志是被读者特意选购的,杂志读者的可靠性是使用杂志媒体的优势,阅读杂志的读者已经处在该杂志的影响之下,可以说登载在杂志上的报道和读者之间的关系,比起其他的媒体处在更自然的关系上;杂志保存时间较长,并可反复阅读,广告生命长;杂志印刷质量强于报纸。杂志的缺点:出版周期长,时效性差;很难针对某一地区市场;广告成本稍高。
   (3)广播
     广播的优点在于信息传播迅速、及时;覆盖地域广;选择性较强;收费很低。其缺点是只有声音传播,表现手法不如电视吸引人;广告时间短,信息发布转瞬即逝,听众往往印象不深,或忽视了主要信息,广告效果有限。
   (4)电视
     电视媒体的主要优点是视听并存,图文并茂,富有感染力,具有其他媒体不可比拟的示范效果,能引起高度注意;电视传播范围广,速度快。而主要缺点在于广告制作费与播出费都十分昂贵;信息转瞬即逝,选择性、针对性较差,酒店较少直接通过电视来做广告。
   (5)户外广告
      户外广告包括的项目较多,常见的有海报、招贴、车厢广告、地铁广告等。户外广告的好处是醒目,图文可制得非常精美,有吸引力;展示时间很长,暴漏次数多。但包含的信息有限、缺乏针对性;传播区域小;对广告展示的位置要求较严,人流量大的地方效果才理想。
   (6)邮寄广告
     邮寄广告优点是直接把广告寄到消费者家中或办公室,故针对性强;可控性强;针对个人,人情味较浓,易使人产生亲切感。它的缺点是广告成本较高,除广告印刷费外,还有可观的邮资;传播面积小、容易造成滥寄的现象。
   (7)网络广告
     网络广告,是广告业中新兴的一种酒店广告媒体形式。网络广告的优势在于可以根据更细微的个人差别将客人进行分类,分别传递不同的广告信息;网络广告时互动的,网上的消费者有反馈的能力,一旦某人开始对网络广告传递的信息感兴趣,广告商就转向下一步骤,传递专门针对此人的信息;网络广告所提供的虚拟现实世界,会给受众带来全新的体验。网络广告的局限性主要体现在范围比较狭窄和价格过高等方面。
    
Hotel advertising is commonly used in which several media publishing platform?
    Often used as a hotel advertising platform media as follows: the mass media, including newspapers, magazines, radio, TV, etc.; display advertising; outside the shop advertising; mail advertising. At present, with the development of the Internet, online advertising has become the many hotels in the release of information about the options.
    The following commonly used media features:
   (1) Newspapers
     From the occupation and level of education, newspaper reading class can be said is the most extensive media coverage; newspaper distribution geographical clear to regular subscribers, can be said that the newspaper is the most stable media planning; newspapers coverage in the local market and easily accepted and trusted; newspaper flexible, timely, and timeliness. However, newspapers also have deficiencies, newspaper advertising to save the poor, the reader is just browsing; limited advertising production quality, poor fidelity; space is limited, the size of the advertising space is easily overlooked.
   (2) magazine
     , The magazine's strengths is that readers targeted, the magazine is specifically optional readers, the magazine's readers reliability is to use the advantages of the magazine media, read the magazine's readers have been under the influence of the magazine as an advertising media, we can say the relationship between the reports published in the magazine and readers than other media in a more natural relationship; magazine to save a long time, and repeated reading, life-long advertising; magazine printing quality is stronger than the newspaper. Magazine Disadvantages: publishing cycle, timeliness; it is difficult for a regional market; advertising cost is slightly higher.
   (3) Broadcast
     Broadcast advantage of the rapid dissemination of information in a timely manner; wide geographical coverage; selective low; charges. The disadvantage is that only the propagation of sound, showing the way as the TV attractive; advertising time, information dissemination and fleeting, the audience is often the impression is not deep or neglect of a major information, advertising effectiveness is limited.
   (4) TV
     The main advantage of the television media, audio-visual co-exist, illustrated, contagious, and other media, unparalleled demonstration effect, can cause a high degree of attention; a wide range of television transmission speed. The main drawback is that the production of advertisements and broadcast fees are very expensive; information fleeting, selective, poorly targeted, hotel less directly through the TV to do the advertising.
   Outdoor advertising (5)
      More outdoor advertising, including the project, posters, posters, carriage ads, subway ads. The benefits of outdoor advertising is eye-catching graphics can be obtained very fine, attractive; show very long time, and storm drain times. Contains limited information, lack of specificity; propagation region; the location of the ads more stringent requirements, the effect of the flow of people and place is only ideal.
   (6) mail advertising
     Mailing advertising the advantages of advertising sent to the consumer's home or office, so the targeted strong; control; for the personal, human touch darker, easy to engender intimacy. The disadvantage is that higher advertising costs, advertising and printing costs, there is considerable postage; spread area is small, easily lead to abuse Send phenomenon.
   (7) online advertising
     Online advertising, the advertising industry in the emerging forms of advertising media. The advantages of online advertising is more subtle individual differences guests classification, each passing a different advertising messages; interactive online advertising, online consumers have the ability to feedback, once someone starts a sense of information on the delivery of online advertising interest, advertisers turn to the next step, passed specifically for this information; online advertising provided by the virtual reality world, will give the audience a whole new experience. The limitations of online advertising is mainly reflected in a relatively narrow range and the price is too high side.

 

(版权所有:转载请注明来源于【人和时代·中国】 http://www.rhtimes.com 作者:先锋)


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