英语翻译A common approach is to test the effectiveness of the message or creative design before the launch of a campaign.It might then be possible to test the respective channels to be used.Therefore,in terms of design and understanding of the ke

英语翻译A common approach is to test the effectiveness of the message or creative design before the launch of a campaign.It might then be possible to test the respective channels to be used.Therefore,in terms of design and understanding of the ke
英语翻译
A common approach is to test the effectiveness of the message or creative design before the launch of a campaign.It might then be possible to test the respective channels to be used.Therefore,in terms of design and understanding of the key messages,there will most probably be some degree of pre-testing with focus groups.
There will also be evaluation of the media channels as to their effectiveness in any particular campaign.This might involve a number of similar measures such as the reach,i.e.the number of people who read a paper or view television,or the relative number having an opportunity to see an advertisement (OTS).This could include such indicators as television ratings at different times,or the cost per thousand in reaching target audiences.
Post-testing of a campaign might include an assessment of sales or bookings,the number of press stories featured in newspapers and magazines,or marketing research wxercises relating to awareness or changed attitudes.These will involve questions regarding recall of a message,recognition,image projection and actual use or visitation.
Tourism organizations test the effectiveness of public relations in a fairly elementary way.They measure the exposure,in terms of column square centimeters achieved in printed material,or listening and viewing time on the radio and television,and calculate the price of advertising to achieve similar coverage.It becomes more complex when the quality or value of the audience is evaluated.As with advertising effectiveness,research econometrics modeling is used to isolate the effect of public relations from other variables in the marketing mix:
In general,econometric models work at the brand or firm level,using time-series data to relate a brand’s market share to its marketing efforts (and those of its competitors).
(Duckworth,1996,p.30)
U1tmately,as with all methodologies,it depends on the objectives set by the client.
12.7 SUMMARY
The tourism organization has to be conversant with the theories of communication and how they might be applied to any given marketing campaign.In setting out a campaign plan it is necessary to give consideration to both external promotional and internal marketing campaigns.While the most important promotional materials still tend to be the brochure and printed material,increasingly organizations and destinations are turning to direct marketing and using improving technologies such as the Internet.Videos and CD-ROMS are also beginning to replace traditionally presented print as publicity tools.The chapter explores other promotional techniques including public relations,sales promotion,incentive travel and sponsorship.In many instances,these are techniques which are enjoying increased success within the more conventional framework of above-the-line communication techniques such as advertising.

英语翻译A common approach is to test the effectiveness of the message or creative design before the launch of a campaign.It might then be possible to test the respective channels to be used.Therefore,in terms of design and understanding of the ke
一个通常的方法是测试的有效性或创造性的设计信息由发射前的一项运动.它可能就能测试各自的通道被使用.因此,从设计和理解的关键信息,将很可能是某种程度的实现与聚焦小组.
也会有评估其有效性媒体渠道在任何一个特定的活动.这可能涉及到许多相似的措施,即如达到.的人多读报纸或视图,或相关的数字电视有机会看到广告理论.这可能包括电视收视率等指标,在不同的时间和成本每千抵达目标观众.
Post-testing运动可能包括一个评估的销售或订舱,新闻的数量出现在报纸和杂志,或市场营销相关研究wxercises意识或改变态度.这些将会涉及到一些关于回忆的信息,识别、图象投影和实际使用或惩罚.
旅行社组织的有效性检验公共关系在一个相当基本方式.它们测量曝光,从柱平方厘米达到印刷品、或听和观看时间在广播和电视,并且计算了广告价格达到类似的报道.它变得更复杂的质量或价值的观众进行了评价.随着广告效果,研究计量经济学模型用于隔离的效果与其他变量公共关系营销组合:
一般来说,经济计量模型的品牌或公司工作高度,用时间序列数据联系一个品牌的市场占有率营销努力(包括竞争对手).
(负,1996,p.30)
最终,就像所有的方法,这取决于设定的目标客户.

oh,gd...你急着要吗。。。