户外广告.ppt

1、其他广告媒介,互联网 直邮 户外媒体,网络广告,旗帜广告 按钮广告 关键词广告 在线分类广告 画中画广告 弹出式广告 游动浮标和下拉游动浮标广告 电子邮件广告 web站点广告,直邮广告 DM,目标对象明确 到达率高 促销性强 信息量大 效果容易测定 创意灵活,直邮广告的适用行业,1 、楼盘房产、汽车、金融、科教、数码日常消费品等新产品的销售宣传推广 2 、各类服务业，如商场、旅游、户外活动、美容、健身等等的宣传活动 3、 各种社会活动的信息沟通，如展览会、演出及众多社会公益活动的宣传 4、 可作为市场调查活动的调查问卷,直邮广告的费用,电视传媒的2% 报刊传媒的10% 营业收入增幅达30%,选

2、择直邮广告的前提：,是否有足够的产品或服务的信息 是否有详细的消费者名录 是否已经准备好奖项或者赠品 是否确立信函的主导地位,直邮广告文案的写作要点,克服读者的反感情绪 延续读者的阅读兴趣 激发读者的行动意愿,Brief: Treat Every Environment Special (TREES), a non-profit environmental organisation, launched a campaign to encourage paper recycling in the corporate sector and remind them the importance of

3、 saving the environment. Indifferent or burdened by daily operations, most employees ignore the need to recycle so TREES took it upon itself to constantly remind and educate them. Solution: People are already aware of the need to save the environment but sometimes, they forget. We decided to communi

4、cate our message where paper waste is created most, the photocopier, where only one side of the paper is used. With that in mind, Finance/HR Directors were sent a direct mailer that contained small, clear stickers that has the message “please use both sides and recycle after” plus the companys websi

5、te address. They were asked to help place the sticker on the photocopiers surface making the message easily duplicated on every paper that passed through the machine. Result: Visits at the TREES website increased by 68% in the first three months of the campaign. In addition, the 150 Finance/HR Direc

6、tors that received the direct mail pack were given a follow-up call after the campaign was launched. 113 of them informed TREES that they saved an average of 17% on paper costs. Agency: Arc Worldwide, Kuala Lumpur, MalaysiaExecutive Creative Directors: Yasmin Ahmad, Tan Kien EngArt Directors: Jaideep Mahajan, Yoong Seow FongCopywriters: Pauline Feliciano, Ha Wei NaProduction Manager: Ong Chee HinClient Servicing