Long Tail Media in the Store
Long Tail Media in the Store
复制标题
商店中的长尾媒体
DOI：
10.2501/s0021849908080380
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发表时间：
2008
影响因子：
2.5
通讯作者：
Herb Sorensen
中科院分区：
文献类型：
--
作者：
Herb Sorensen
摘要在世界各地的商店中，每年的媒体曝光量约为四分之一（1后面跟着15个零）。这些风险是如何分配的问题，目前的动态店内媒体在这篇文章中解决了通过检查媒体曝光在一个典型的超市。把商店里的购物者想象成传统媒体意义上的“观众”，可以带来一些有趣的可能性。长尾比喻适用于购物者营销，因为产品数量少，单位销售额却很大，但商店里也有各种各样的媒体来吸引购物者的注意力，这些媒体在曝光率和效果上都有很大差异。这篇文章指出了客观看待这个拥挤而复杂的领域的方法。
ABSTRACT There are on the order of one quadrillion (1 followed by 15 zeros) media exposures annually in stores around the world. The question of how those exposures are presently allocated and the current dynamics of in-store media are addressed in this article by examining media exposure in a typical supermarket. Thinking of shoppers in a store as an “audience” in the traditional media sense can introduce some intriguing possibilities. The long tail analogy is apt for shopper marketing in the sense of the small number of products that produce very large unit sales, but there also is a variety of media to attract shoppers' attention in stores, which differ greatly in both exposures and effectiveness. This article points the way to an objective view of this crowded and complex field.