DM和POP的差别
POP\u5e7f\u544a\u548cDM\u5e7f\u544a\u7684\u8054\u7cfb\u548c\u533a\u522bDM\u662f\u82f1\u6587direct mail advertising\u7684\u7701\u7565\u8868\u8ff0\uff0c\u76f4\u8bd1\u4e3a\u201c\u76f4\u63a5\u90ae\u5bc4\u5e7f\u544a\u201d\uff0c\u5373\u901a\u8fc7\u90ae\u5bc4\u3001\u8d60\u9001\u7b49\u5f62\u5f0f\uff0c\u5c06\u5ba3\u4f20\u54c1\u9001\u5230\u6d88\u8d39\u8005\u624b\u4e2d\u3001\u5bb6\u91cc\u6216\u516c\u53f8\u6240\u5728\u5730\u3002\u4ea6\u6709\u5c06\u5176\u8868\u8ff0\u4e3adirect magazine advertising(\u76f4\u6295\u6742\u5fd7\u5e7f\u544a)\u3002\u4e24\u8005\u6ca1\u6709\u672c\u8d28\u4e0a\u7684\u533a\u522b\uff0c\u90fd\u5f3a\u8c03\u76f4\u63a5\u6295\u9012\uff08\u90ae\u5bc4\uff09\u3002\u56e0\u6b64\uff0cDM\u662f\u533a\u522b\u4e8e\u4f20\u7edf\u7684\u5e7f\u544a\u520a\u8f7d\u5a92\u4f53\uff1a\u62a5\u7eb8\u3001\u7535\u89c6\u3001\u5e7f\u64ad\u3001\u4e92\u8054\u7f51\u7b49\u7684\u65b0\u578b\u5e7f\u544a\u53d1\u5e03\u8f7d\u4f53\u3002\u4f20\u7edf\u5e7f\u544a\u520a\u8f7d\u5a92\u4f53\u8d29\u5356\u7684\u662f\u5185\u5bb9\uff0c\u7136\u540e\u518d\u628a\u53d1\u884c\u91cf\u4e8c\u6b21\u8d29\u5356\u7ed9\u5e7f\u544a\u4e3b\uff0c\u800cDM \u5219\u662f\u8d29\u5356\u76f4\u8fbe\u76ee\u6807\u6d88\u8d39\u8005\u5e7f\u544a\u901a\u9053\u3002DM\u5f62\u5f0f\u6709\u5e7f\u4e49\u548c\u72ed\u4e49\u4e4b\u5206\uff0c\u5e7f\u4e49\u4e0a\u5305\u62ec\u5e7f\u544a\u5355\u9875\uff0c\u5982\u5927\u5bb6\u719f\u6089\u7684\u8857\u5934\u5df7\u5c3e\u3001\u5546\u573a\u8d85\u5e02\u6563\u5e03\u7684\u4f20\u5355\uff0c\u80af\u5fb7\u57fa\u3001\u9ea6\u5f53\u52b3\u7684\u4f18\u60e0\u5377\u4ea6\u80fd\u5305\u62ec\u5176\u4e2d\uff1b\u72ed\u4e49\u7684\u4ec5\u6307\u88c5\u5b9a\u6210\u518c\u7684\u96c6\u7eb3\u578b\u5e7f\u544a\u5ba3\u4f20\u753b\u518c\uff0c\u9875\u6570\u572820\u591a\u9875\u81f3200\u591a\u9875\u4e0d\u7b49\uff0c\u5982\u91d1\u534e\u7684\u300a\u6620\u2014\u65f6\u5c1a\u751f\u6d3b\u5fd7\u300b\u9875\u6570\u4ec5\u4e3a28\u9875\uff0c\u800c\u6d4e\u5357\u7684\u300a\u7cbe\u54c1\u5e7f\u544a\u300b\u5219\u6709100\u591a\u9875
pop\u5e7f\u544a\u662f\u8bb8\u591a\u5e7f\u544a\u5f62\u5f0f\u4e2d\u7684\u4e00\u79cd\uff0c\u5b83\u662f\u82f1\u6587pointof purchase advertising\u7684\u7f29\u5199\uff0c\u610f\u4e3a\u201c\u8d2d\u4e70\u70b9\u5e7f\u544a\u201d\uff0c\u7b80\u79f0pop\u5e7f\u544a\u3002pop\u5e7f\u544a\u7684\u6982\u5ff5\u6709\u5e7f\u4e49\u7684\u548c\u72ed\u4e49\u7684\u4e24\u79cd\uff1a\u5e7f\u4e49\u7684pop\u5e7f\u544a\u7684\u6982\u5ff5\uff0c\u6307\u51e1\u662f\u5728\u5546\u4e1a\u7a7a\u95f4\u3001\u8d2d\u4e70\u573a\u6240\u3001\u96f6\u552e\u5546\u5e97\u7684\u5468\u56f4\u3001\u5185\u90e8\u4ee5\u53ca\u5728\u5546\u54c1\u9648\u8bbe\u7684\u5730\u65b9\u6240\u8bbe\u7f6e\u7684\u5e7f\u544a\u7269\uff0c\u90fd\u5c5e\u4e8epop\u5e7f\u544a\u3002\u5982\uff1a\u5546\u5e97\u7684\u724c\u533e\u3001\u5e97\u9762\u7684\u88c5\u6ee1\u548c\u6a71\u7a97\uff0c\u5e97\u5916\u60ac\u6302\u7684\u5145\u6c14\u5e7f\u544a\u3001\u6761\u5e45\uff0c\u5546\u5e97\u5185\u90e8\u7684\u88c5\u9970\u3001\u9648\u8bbe\u3001\u62db\u8d34\u5e7f\u544a\u3001\u670d\u52a1\u6307\u793a\uff0c\u5e97\u5185\u53d1\u653e\u7684\u5e7f\u544a\u520a\u7269\uff0c\u8fdb\u884c\u7684\u5e7f\u544a\u8868\u6f14\uff0c\u4ee5\u53ca\u5e7f\u64ad\u3001\u5f55\u50cf\u7535\u5b50\u5e7f\u544a\u724c\u5e7f\u544a\u7b49\u3002\u72ed\u4e49\u7684pop\u5e7f\u544a\u6982\u5ff5\uff0c\u4ec5\u6307\u5728\u8d2d\u4e70\u573a\u6240\u548c\u96f6\u552e\u5e97\u5185\u90e8\u8bbe\u7f6e\u7684\u5c55\u9500\u4e13\u67dc\u4ee5\u53ca\u5728\u5546\u54c1\u5468\u56f4\u60ac\u6302\u3001\u6446\u653e\u4e0e\u9648\u8bbe\u7684\u53ef\u4ee5\u4fc3\u8fdb\u5546\u54c1\u9500\u552e\u7684\u5e7f\u544a\u5a92\u4f53\u3002
\u533a\u522b\uff1aDM\u662f\u76f4\u6295\u6027\u5e7f\u544a\uff0cPOP\u662f\u5e97\u9762\u5f20\u8d34\u7c7b\u5e7f\u544a\u3002
\u8054\u7cfb\uff1a\u4e00\u4e2a\u6210\u529f\u7684\u5e7f\u544a\u53ef\u80fd\u662fPOP\u4e0eDM\u4e24\u79cd\u7c7b\u578b\u7ed3\u5408\u7684\u7ed3\u679c\u3002
DM\u662fDirect mail\u7684\u7f29\u5199,\u76f4\u90ae\u5e7f\u544a,\u610f\u4e3a\u201c\u76f4\u63a5\u90ae\u5bc4\u5e7f\u544a\u6216\u76f4\u6295\u5e7f\u544a\u201d,\u5b83\u7684\u6cd5\u5b9a\u79f0\u8c13\u4e3a\u56fa\u5b9a\u5f62\u5f0f\u5370\u5237\u54c1\u5e7f\u544a.
POP\u662fpoint of purchase advertising\u7684\u7f29\u5199,\u8bd1\u4e3a\u201d\u8d2d\u4e70\u65f6\u70b9\u5e7f\u544a\u201d\uff0f\u5e97\u5934\u5e7f\u544a\uff0c\u662f\u4e00\u79cd\u4fc3\u9500\u5e7f\u544a\u3002
POP\u5e7f\u544a\u8bbe\u8ba1\u662f\u4e00\u4e2a\u5177\u6709\u7acb\u4f53\u7a7a\u95f4\u548c\u6d41\u52a8\u7684\u5e7f\u544a\u8bbe\u8ba1,POP\u662f\u6307\u201d\u8d2d\u4e70\u70b9\u7684\u5e7f\u544a\u201d.\u6bd4\u5982\u8d85\u5e02\u5c31\u662f\u4e00\u4e2aPOP\u5e7f\u544a\u8bbe\u8ba1\u7684\u8f7d\u4f53,\u51e1\u5728\u8d85\u5e02\u5efa\u7b51\u5185\u5916,\u6240\u6709\u80fd\u5e2e\u52a9\u5546\u54c1\u4fc3\u9500\u7684\u5e7f\u544a\u7269\u6216\u63d0\u4f9b\u6709\u5173\u5546\u54c1\u60c5\u62a5,\u670d\u52a1,\u6307\u793a,\u5f15\u5bfc\u7b49\u6807\u8bc6\u7684\u90fd\u53ef\u4ee5\u79f0\u4e3aPOP\u5e7f\u544a.\u4ece\u5916\u5230\u5185\u7684\u89d2\u5ea6\u770b,\u8d85\u5e02\u5916\u65b0\u8d27\u4e0a\u5e02\u7684\u5e7f\u544a,\u4eca\u65e5\u7279\u4ef7\u5546\u54c1\u53ca\u5176\u4ef7\u683c,\u53cb\u597d\u7684\u6b22\u8fce\u5149\u4e34\u6a2a\u5e45,\u8d85\u5e02\u5185\u540a\u7740\u7684\u5404\u79cd\u5546\u54c1\u6807\u8bc6\u5e7f\u544a,,\u9500\u552e\u4eba\u5458\u7684\u670d\u9970\u7b49\u90fd\u662fPOP\u5e7f\u544a.\u4ece\u6574\u4f53\u5230\u5c40\u90e8,\u8d85\u5e02\u6574\u9f50,\u7f8e\u89c2\u7684\u5e03\u5c40,\u4e0d\u540c\u6027\u8d28\u7684\u5546\u54c1\u653e\u5728\u4e0d\u540c\u7684\u533a\u57df,\u5f15\u5bfc\u987e\u5ba2\u8fdb\u5165;\u4e00\u6392\u6392\u7684\u8d27\u67b6\u6216\u6a71\u7a97\u91cc\u9648\u5217\u7684\u4e0d\u540c\u5305\u88c5\u5e7f\u544a\u7684\u5546\u54c1,\u6a71\u7a97\u6216\u5899\u4e0a\u7684\u62db\u8d34,\u4e00\u4e9b\u5546\u54c1\u9644\u5e26\u7684\u5ba3\u4f20\u5361,\u80fd\u5f15\u5bfc\u987e\u5ba2\u6839\u636e\u5e7f\u544a\u4e0a\u6240\u83b7\u7684\u4fe1\u606f, \u4e70\u5230\u81ea\u5df1\u60f3\u8981\u7684\u4e1c\u897f.\u6700\u540e,\u5546\u5bb6\u8fd8\u8981\u4e3a\u81ea\u5df1\u505a\u5e7f\u544a, \u5c31\u662f\u5236\u4f5c\u5404\u5f0f\u5404\u6837\u7684\u5305\u88c5\u888b,\u884c\u6210\u6d41\u52a8\u5e7f\u544a.POP\u5e7f\u544a\u8bbe\u8ba1\u662f\u4e00\u4e2a\u975e\u5e38\u4f53\u8d34\u7684\u5e7f\u544a,\u5b83\u5c06\u5404\u79cd\u7c7b\u578b\u7684\u5e7f\u544a\u4f5c\u4e3a\u4e00\u4e2a\u6574\u4f53\u878d\u5408\u5728\u4e00\u8d77,\u5177\u6709\u5f3a\u5927\u7684\u611f\u67d3\u529b\u3002
POP 贩卖点广告
DM是通过邮寄网络把印刷品广告，有选择性的直接送到用户或消费者手中的广告形式。
POP是销售现场媒体广告。分室内媒体和室外媒体，如：陈列广告，柜台广告，霓虹灯，招贴画。
绛旓細妤风編鍟嗗姟鐢ㄥ搧POP娴锋姤绾告槸浠涔堟潗璐ㄧ殑锛熷畠浣跨敤鐨勬潗璐ㄦ槸閭ｇ鍋忚蒋纭呯殑閭ｇ娴锋姤鏉愯川锛岃繖绫绘捣鎶ユ潗璐ㄥ湪鏈杩戠殑杩欎簺骞翠腑鏄潪甯稿疄鐢ㄥ鐨勶紝杩欓噷浠锋牸鏉ヨ涔熸槸姣旇緝鍒掔畻鐨勶紝鍦ㄦ渶杩戠殑鏃跺欍pop鏄粈涔堟潗鏂橮OP鏄箼鐑熀鑱氬悎鐗╂帴鏋濊仛閱氬鍏冮唶锛屼織绉扳滆仛鍚堢墿澶氬厓閱団(PolyetherPolyol)锛岀畝绉拌仛鍚堢墿澶氬厓閱囷紙POP锛夛紝鍙堢О鐧借仛閱氳仛鍚...
绛旓細涓嶈兘鍙湁POP鑰DM閲屾病鏈夛紝杩欐牱娌℃湁寰堝ソ鐨勫浼犱綔鐢ㄣ傝嚦浜嶥A鐪熶笉澶竻妤氫簡锛屼笉杩囬氳繃浣犲啓鐨勫彲浠ョ湅鍑烘潵锛孌A锛孌M锛孭OP鏄1浣撶殑锛屾垜鎯矰A涔熸槸灞炰簬淇冮攢鏂归潰鐨勫惂銆傝繖鍏跺疄娌′粈涔堢敤銆傚仛濂戒环鏍煎畾浣嶅拰灏戦噺鍥炴姤椤惧锛屼竴瀹氬彲浠ュ仛鍒板埄娑︼紒~鍦ㄩ棬涓婄殑骞垮憡鍙粈涔?鍙仛鎷涜创鍙堝悕娴锋姤 浣嗘槸濡傛灉缁嗗垎鐨勮瘽 鎷涜创娉ㄩ噸鐨勬槸鏂囧瓧锛屾枃瀛...
绛旓細POP鍜孌M璁捐绠浠 POP鍜孌M璁捐鐨勫叏璨屽垎涓轰笂涓嬩袱閮ㄥ垎锛屽垎鍒繁鍏ユ帰璁ㄤ簡杩欎袱绉嶈璁＄殑鏍稿績姒傚康锛岀壒鍒己璋冧簡灏嗕俊鎭簿鍑嗕紶杈剧粰鐩爣鍙椾紬鐨勯噸瑕佹с傛瘡涓绔犺妭锛屾棤璁烘槸鍏充簬鍏稿瀷鐨勮璁℃柟娉曡繕鏄疄璺垫妧宸э紝閮芥棬鍦ㄦ縺鍙戣鑰呯殑鍙備笌鍜屽洖搴旓紝涓哄晢涓氱瓥鐣ユ彁渚涗簡涓板瘜鐨勫彲鑳芥с傚敖绠￠潰涓存秷璐硅呮敞鎰忓姏鍒嗘暎鐨勬寫鎴橈紝POP鍜孌M浣滀负寮哄ぇ鐨...
绛旓細妤风編鍟嗗姟鐢ㄥ搧POP娴锋姤绾告槸浠涔堟潗璐ㄧ殑?瀹冧娇鐢ㄧ殑鏉愯川鏄偅绉嶅亸杞鐨勯偅绉嶆捣鎶ユ潗璐,杩欑被娴锋姤鏉愯川鍦ㄦ渶杩戠殑杩欎簺骞翠腑鏄潪甯稿疄鐢ㄥ鐨,杩欓噷浠锋牸鏉ヨ涔熸槸姣旇緝鍒掔畻鐨,鍦ㄦ渶杩戠殑鏃跺欍傛捣鎶,POP,DM,VI璁捐閮芥槸鐢ㄤ粈涔堟潗鏂欑殑?DM鍗:閾滅増绾,鍒嗕笉鍚岀殑鍏嬫暟鍜岃鑶滀笌鍚; 娴锋姤:鍚屼笂 POP:鍚屼笂,鐒跺悗鑷繁鐢∕ARK绗斿啓鐨; 鍠风粯:涓鑸兘鍋氭埛澶...
绛旓細闅忕潃甯傚満绔炰簤鐨勫姞鍓э紝鍝佺墝鐭ュ悕搴﹀凡缁忔垚涓轰紒涓氫笉鍙拷瑙嗙殑閲嶈鎸囨爣涔嬩竴銆傝屽湪鎻愬崌鍝佺墝鐭ュ悕搴︾殑杩囩▼涓紝骞垮憡璁捐鏄竴涓潪甯告湁鏁堢殑鎵嬫銆傚叾涓紝pop涓巇m骞垮憡璁捐鏇存槸澶囧彈鍏虫敞锛屾垚涓轰簡璁稿浼佷笟鐨勯閫夈傞偅涔堬紝濡備綍杩涜pop涓巇m骞垮憡璁捐鍛紵鏈枃灏嗕粠鎿嶄綔姝ラ銆佹渚嬪垎鏋愮瓑鏂归潰杩涜璇︾粏浠嬬粛銆俻op骞垮憡璁捐 1.纭畾鐩爣浜虹兢 ...
绛旓細璁捐璐圭敤鐨勮瘽鏍规嵁姣忎釜鍦板尯锛屾瘡涓叕鍙哥殑瀹氫綅涓嶅悓鑰屾湁鎵涓嶅悓锛屾垜鎵鍦ㄧ殑鍏徃鏄钩闈㈣璁″叕鍙革紝鎴戜滑鍏徃鏀惰垂鏄崟椤电敾鍐屽暒涓涓狿鏄50鍏冿紝鐩掑瓙鎵嬫彁琚嬬浉瀵逛細璐典簺鐨勫氨鏄100-200鍏冧笉绛夛紝杩欎釜闇瑕佹牴鎹叿浣撴儏鍐靛叿浣撳垎鏋愮殑锛屽缓璁弬鑰冨綋鍦扮殑琛屾儏銆俤m鍗曪細閾滅増绾革紝鍒嗕笉鍚岀殑鍏嬫暟鍜岃鑶滀笌鍚︼紱娴锋姤锛氬悓涓 pop锛氬悓涓婏紝鐒跺悗...
绛旓細3.DM骞垮憡璁捐 DM 鏄嫳鏂嘍irect Mail 鐨勭缉鍐欙紝鎰忎负“鐩存帴閭瘎骞垮憡鎴栫洿鎶曞箍鍛”锛屽嵆閫氳繃閭瘎銆佽禒閫佺瓑褰㈠紡锛屽皢瀹ｄ紶鍝侀佸埌娑堣垂鑰呮墜涓4.POP骞垮憡璁捐 POP 骞垮憡( Point of Purchase Advertising )锛屽張绉颁负骞垮憡锛屾槸涓鍒囪喘鐗╁満鎵鍐呭濡傜櫨璐у叕鍙搞佽喘鐗╀腑蹇冦佸晢鍦恒佽秴甯傘佷究鍒╁簵绛夋墍鍋氱殑鐜板満骞垮憡鐨...
绛旓細DM鍗曪細閾滅増绾革紝鍒嗕笉鍚岀殑鍏嬫暟鍜岃鑶滀笌鍚︼紱娴锋姤锛氬悓涓 POP锛氬悓涓婏紝鐒跺悗鑷繁鐢∕ARK绗斿啓鐨勶紱鍠风粯锛氫竴鑸兘鍋氭埛澶栧箍鍛婏紝浼氳鑳屾櫙澧欑瓑锛涙í骞咃細妯箙甯冿紱X灞曟灦锛氬啓鐪+灞曟灦锛涘爢澶达細鍐欑湡鎷兼垚绠卞瓙绛夊舰鐘讹紱
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绛旓細POP蹇呴』鎻ず鍦ㄨ穿鍗栧満,杩欐槸涓庢捣鎶ユ渶澶т笉鍚鐨勫樊鍒,铏界劧鍦ㄩ檺瀹氱殑鍦烘墍閲,琛ㄧ幇鐨勮寖鍥村嵈浠嶅瘜浜庢棤闄愬埗鐨勫鏍锋с 杩欑骞垮憡褰㈠紡鍑犱箮闅忓鍙,瀹冧笉浠呴檺瀛樺湪浜庤秴绾у競鍦,鍦ㄧ櫨璐у叕鍙搞佸浘涔︿腑蹇冦侀鍘呫佸揩椁愬簵銆佹祦琛屾湇楗板簵绛夊満鎵,鎴戜滑閮界粡甯稿彲浠ヨ鍒版墜缁樼殑POP娴锋姤銆傝繖浜涗笉闇瑕佺簿缇庣殑鍗板埛,涓嶅繀宸ㄩ鐨勫埗浣滆垂鐢,鏈夋椂鍊欓殢鎵嬩功鍐欑殑涓寮...
