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英国广告学留学生毕业论文:Space selling

时间:2015-07-30 13:21来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
广告学留学生毕业论文:媒体广告空间上的溢价
 
本文主要介绍了在媒体广告上空间上的溢价。通过规划、限制和约束成本上升的空间,生产使用是购买和销售成功的一个关键指标,高空间效率取决于提供正确的范围,在一个合理的布局里提供产品,便于客户找到。空间的多少取决于每个产品线和在商店的位置,在商品化追求成功起着重要作用。
 
Abstract

If an ad is created and placed in the media, the costs of creation and time or space in the media must be paid for. This is a major area in which advertising departs from public relations. Advertising doesn't have that problem. If time or space is bought in the media, the ads (as long as they follow the guidelines set down for good taste, legal products and services, etc.) will appear. The drawback is that ads are clearly designed to extol the virtues of products and companies, and any ad is perceived by consumers as at least partly puffery. There are two basic ways to sell anything: personally and non-personally. Personal selling requires the seller and the buyer to get together. There are advantages and disadvantages to this. The first advantage is time: the seller has time to discuss in detail everything about the product. The buyer has time to ask questions, get answers, and examine evidence for or against purchase. A second advantage of personal selling is that the seller can see them. Finally, the seller can easily locate potential buyers. If they enter a store, they probably have an interest in something that store sells. Street vendors and door-to-door sellers can simply shout at possibilities, like the Hyde Park vendors who call out. From there on they fit their message to the individual customer, taking all the time a customer is willing to give them. From the above, it appears that personal selling is much better than advertising, which is non-personal. This is true. Advertising has none of the advantages of personal selling: there is very little time in which to present the sales message, there is no way to know just who the customer is or how she is responding to the message, the message cannot be changed in mid-course to suit the customer's reactions.

Products, services or ideas are the things that advertisers want consumers to buy (in the case of ideas, "buy" means accept or agree with as well as lay out hard, cold cash). However, there is more involved in products or services than simply items for purchase.

A product is not merely its function. It is actually a bundle of values, what the product means to the consumer. That bundle may contain the product's function, but also the social, psychological, economic or whatever other values are important to the consumer.

Chapter 1: Introduction

In an era when physical tail space is still at a premium, constrained by planning restrictions and rising costs, productive use of space is a key indicator of buying and merchandising success, and high space productivity depends on offering the right range, in a logical layout, with products available and easy for the customer to find. Decisions about how much space to devote to each product line and its location in the store play an important role in the pursuit of merchandising success. The aim of this chapter is to provide an insight into this process.

1.1 Space selling management:

Space selling constraint applies to all retailers, but in non-store retailing the constraints are different. A mail order retailer, for example, has page space and the number of pages in a publication as constraining factors, whilst a TV shopping channel needs to break down the airtime to different products. However, internet retailing offers great opportunities for adding space without much additional resource input. The main constraint on the amount of space used in a virtual outlet is the customer's attention span. In spite of this additional freedom, the objectives of space allocation are essentially the same no matter which retail format is used.

The management of retail space is concerned with a number of key objectives. The first is to optimize both short-term and long term returns on the investment cost of retail pace. The second is to provide a logical, convenient and inspiring interface between the product range and the customer. This can be particularly important in a large store, where customers can quite easily become overwhelmed and lost. Another objective is to make sure that the right selection of products is available; that products fit into the retail space and that stock-outs are avoided. Choice for the customer is maximized when the best selection for them is put into the available space. Space allocation aim has an important role to play in communicating the retail brand, When ice is managed centrally it helps a chain of retail outlets to achieve visual consistency, so that customers arc reassured by the similarity of the store layout and shelf appearance.

1.2 The Space Management Process:

A retailer goes through a number of stages when allocating space to products. These four stages will they used as a framework for the Inclusion of discussion topics within this chapter.
Measuring Space Selling:

Although space in a store outlet is three dimensional, retail space is often measured in square, rather than cubic units, Square units arc appropriate where, for example in fashion retailing, a variety of single tier fixtures stand on the shop Iloor (see S. I). Many fixtures, however, arc multilevel and so more appropriate ways of measuring space to allocate might be on the basis of linear or cubic footage (see s 8.2 and 8.3). Measurements of space that are more specific to individual retailers might be useful, such as the number of pages to be published in a catalogue or the total number of fixtures available in an outlet.

Space Productivity:

The two principal measures of retail success arc sales and profits. Sales volume and profitability can also he measured in relation to the amount of space used to generate those levels of sales and profits. This can then be compared with the level of financial investment in that space. The resulting measures express the productivity of retail space. Sales (or profits) per square meter is a commonly used measure of retail space productivity, which is an important concept in the evaluation of retail product management performance.(责任编辑:BUG)


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