Factor Analysis And Model Of The Impact Of The Advertising Media Mix

This paper analyzes the interior affecting factors and the exterior affecting factors of advertising media mix, and establishes the working model and the mathematical model optimizing advertising media mix by wielding contrast analysis method and systems analysis method, based on the present conditions of research and usage of advertising media mix .The purpose is to make the advertising media mix strategy of the enterprise more scientific and rational. It is mainly composed of four parts.Chaperl, introduction. Elaborates the backgrounds and significance of the study, analysis from documentary, summarizes the major contents, methods and thinking clue of the study.Chaper2, the analysis about the interior affecting factors of advertising media mix. Introduces the major advertising media types, analyzes the advantages and disadvantages of advertising media types, compares the characteristics of advertising media types comprehensively, analyzes and contrasts the quota of quantity and quality of advertising media carrier, puts forward the support for choosing the advertising media carrier based on quantity and quality.Chaper3, the analysis about the exterior affecting factors of advertising media mix. From the angle of the practical operation of the strategy of advertising media mix, analyzes the major exterior affecting factors of advertising media mix, such as the strategy of marketing, environment of marketing, characteristic of products, media customers, the media strategy of trademark competitor, new creative meaning of advertising, the budget of advertising, and so on. These factors give a frame of media mix operation.Chaper4, the working model and the mathematical model optimizing advertising media mix. On the basis of analysis about the affecting factors of advertising media mix, establishes the working model and the mathematical model optimizing advertising media mix and illustrates the models, utilizes cases of the media mix and calculates by computer to test and verify the ability of the model.Finally, general conclusion has been made and indicates the problems which prevent the model development. The further research direction on advertising media mix has been put forward.