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Transformation of ads

出自香港新聞網 - 樹仁新傳系學生實習習作

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(Your lead consists of conflicting statements. Keypad magazine survives on advertisements and arranging PR events for its clients. If the magazine creates a trend that sees the diminishing of advertisement and marketing budget, how can Keypad survive? The success of Keypad, according to Wu, is it can target the upper crust of the population to sell the clients' products and what the magazine gets in return is the fees for advertisements and arranging PR events which falls into the category of marketing budget.)

By Double Yuen

Keypad magazine promotes luxury life style to specific readers which could regard as a new way of positioning in media. Advertisement or even marketing budget is diminishing with this trend, said director Dixon Wu of the magazine’s company Flagship Co. Ltd.

Cross media is no longer new in these years for advertising. Social media like Facebook and Twitter are growing popular towards business corporate as they can create their own style of advertisement. Wu thought with the new ad platforms, agencies tend to find their specific readers and audience rather than general public, “some company cut their marketing budget on advertising,” said Wu. “Spending an ad on paper media costs up to hundred thousand while holding a PR activity such as dinner party only five to ten thousand, but grouping the most potential customers in one night, that’s the reason for the PR activities swallowing advertising business.”

He said the model of targeting clients had similar concept to Google customized users’ information for future utilization.
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