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Jingdong book

广告调查：理论与实务（第2版）/新闻与传播学译丛·国外经典教材系列

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Jingdong book

广告调查：理论与实务（第2版）/新闻与传播学译丛·国外经典教材系列

Name: 广告调查：理论与实务（第2版）/新闻与传播学译丛·国外经典教材系列
Brand: Jingdong book
SKU: 3101005541
Price: 47.54 USD
Availability: OutOfStock

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Content Description

《广告调查：理论与实务》（第2版）的主旨在于讲解如何设计和开展广告调查。本书全面详尽地介绍了广告调查的基本理论和具体过程，并分成几个不同的部分对诸如定性调查、定量调查等研究方法做了描述和介绍，同时举出相应的实例加以演示和讲解，具有很强的专业指导意义。第2版增加了关于广告主行为的新内容，讨论了**的广告调查设计方法。本书旨在帮助广告主在复杂的消费者和媒体环境下，在广告战略、目标受众和创造力方面作出**的决策，是针对广告学研究者和企业宣传、策划人员的一本优秀的指导手册。

Author Description

乔尔• J•戴维斯美国圣迭戈州立大学新闻与媒体研究学院教授，主要研究广告调查、受众分析等。
译者简介
杨雪睿，女，中国传媒大学广告学院广告学系副教授，博士。主要研究领域为消费者研究、市场研究、广告效果研究。目前在新闻传播类核心期刊发表论文十余篇，著有专著一部，参与编辑和撰写的著作近十部。已经完成和正在进行的各级各类课题近二十项。
田卉，女，中国传媒大学文化发展研究院专职教师，博士。主要从事文化消费、市场调查、新媒体理论与实践等方面的研究。有专著《社交网络时代：基于SNS网络用户行为的社会资本研究》、编著《广告策划》等，主持多项省部级委托课题，在《现代传播》、《当代传播》、《对外传播》、《市场研究》等学术期刊上发表论文几十篇。

Catalogue

第一部分基础
第1章广告调查的原理与流程
第2章调查伦理
第二部分信息的来源
第3章二手资料调查
第4章抽样
第三部分定性调查
第5章定性信息的收集
第6章焦点小组访谈
第7章定性数据的分析
第四部分定量调查
第8章观察法：人员观察与机器观察
第9章观察法：生物测定学（Biometrics）
第10章通过调查收集数据
第11章测量
第12章设计调查问题
第13章问卷设计
第14章实验法
第15章描述性统计
第16章推断性统计
第五部分应用
第17章市场细分
第18章品牌地图
第19章广告测试：概念与传播测试
第20章后期广告测试与优化
第21章调查报告
索引
译后记

Book Abstract

不同的细分群体有着不同的媒介习惯，并且对不同类型传播活动的接受度也有差异。媒介策划者通过对特定细分群体媒介偏好的识别，能够使媒介选择更符合目标受众的媒介习惯。最后，市场细分可以帮助广告主在次级通常是更小的细分群体中发现新的机会。例如，Jello果冻利用市场细分发现并关注了关心儿童零食脂肪和胆固醇的母亲群体。这一群体不是传统的Jello果冻食用者，但在Jello果冻的特定平面广告活动中被定为目标受众，被传递Jello产品不含脂肪、不含胆固醇的特征。总的说来，营销者和广告主进行和利用消费者细分调查是因为这可以使他们更高效，并能够同时提升成功的机会。
广告主一旦承认市场细分有助于改进广告策略和传播效果，就有必要选择其中一个细分群体作为传播活动的对象。广告主常用一些标准来评估不同细分群体的相关吸引力和价值。两组标准可以用于评估细分群体。第一组包含六个标准及相应的问题，可以应用于所有情境中，无论最终目的是与产品相关（例如特定产品的购买），还是仅限于行为（例如开始参与目标行为，如“开始健康饮食”，或者停止目标行为，如“停止使用药物”）。第二组是四个补充标准，只能用于与产品相关的市场细分。可应用于所有市场细分情境的标准以及相应的问题如下:
·规模（size）。这个细分群体是否有足够的规模，值得花费时间和精力为其定制传播活动?
·媒体可接触性（media accessibility）。细分群体成员能否有效接触传统媒体和新媒体?
·信息可得性（message availability）。能否创建传播信息或者诉求来回应细分群体成员独特的态度、需求和行为?
·响应能力（responsiveness）。如果设计了传播信息，细分群体成员在多大程度上会关注，并以期望的方式回应信息?他们是“思想开放”的还是“固执己见”的?
·稳定性（sustainability）。这个细分群体长期看是稳定还是可能增长?或者会不会消失或与其他细分群体合并?
·可评估性（evaluation）。对这个细分群体所做的努力能否通过测量来判断沟通策略的优缺点以及成果?
除了这些可以用于评估所有细分群体的标准外，还有如下与产品相关的市场细分评估标准:
·收益性（profitability）。如果传播策略取得成功，是否会导致产品销量的大幅提升?
·竞争性（competition）。竞争品牌对这一细分群体有多大兴趣?所实施的传播策略是否会与已经根深蒂固的品牌形成竞争?
·防御性（defendability）。如果传播策略取得成功，是否会引起明显的竞争者回应?这样的回应能否被抵御?
·相适性（compatibility）。细分群体的成员以及他们需要的产品类型，是否与已存在的或期望的公司目标、愿景和任务吻合?

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Jingdong book

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