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企业广告投放计划表.doc

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企业广告投放计划表分类影响因素广告安排时间分类产品特点产品属性耐用品：广告时间长、频率高产品寿命周期导入期：适当集中成长期：逐步减少衰退期：基本不做销售特点销售节令旺季来临前：加强广告力度旺季：广告达到高峰竞争激烈加强广告力度受众特点受众记忆受众遗忘是先快后慢，广告应先短后长受众视听适当安排地利分类世界性立足全球，统一形象特定国家完成特定目标区域性发掘特定区域共同特征本地广告本地独立个性

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