[营销星球]07_广告投放“赢新”法则

广告投放“赢新”法则RecruitingNewShoppersthroughMediaInvestment数据源：群邑中国《今年，明年2018》DataSource:GroupM“ThisYear,NextYear2018”广告主在每个消费者身上的平均花费在2018预计为–Averageadvertisingspendoneachconsumerin2018wouldbe￥424A￥4C￥42B广告投放是否拉动了品牌短期销售？Doesmediainvestmentcontributetoshort-termsales?广告投放是否帮助品牌找到新购物者，促进品牌长期发展？Doesmediainvestmenthelpfindnewshopperstoensurelong-termdevelopment?同一购物者SameShopper购物者过去的购买行为，以及曝光后是否影响购买行为？Historicalpurchasebehaviorallowsustoidentifychangesinbehavior购物者从哪里看到广告？什么时间看到？看了多少次？Whichmediawerethebuyersexposed,whenandatwhatfrequency?同源看到广告?购买行为影响AdExposure?PurchaseImpactfromSingleSource广告投放对销售的短期贡献SalesContributionintheShort-term宝洁首席品牌官MarcPrichard:“我们希望知道媒介投资落在销售上的效果。”“Wewanttoknowourinvestmentresultsinsale.”MarcPritchard,ChiefBrandOfficeratP&G广告投放对销售贡献在中国的均值为3.8%MediainChinaworth3.8%ofbrand