¹¤ÌåÄ£°åÍøÕ¾ÖÆ×÷ÊÇÒ»¼Ò¾ßÓÐÍêÕûÉú̬Á´µÄÆóÒµ£¬ËüΪ¿Í»§Ìṩ×ۺϵġ¢×¨ÒµÏÖ´ú»¯×±ÐÞ½â¾ö¼Æ»®¡£ÎªÏû·ÑÕßÌṩ½ÏÓÅÖʵIJúÆ·¡¢½ÏÌùÇеÄЧÀÍ¡¢½Ï¾ß¾ºÕùÁ¦µÄÓªÏúģʽ¡£
±¾ÎÄĿ¼һÀÀ£º
- 1¡¢´ÙÏúº£±¨Ó¢Îİæ-POPÊÇʲô°¡?
- 2¡¢Ôõô×öÊг¡ÊÓ²ì?
- 3¡¢POPÊÇʲô°¡?
- 4¡¢°ÚÔÚÍâÃæµÄº£±¨½Ðʲô?ÔÚÃÅÉÏµÄ¹ã¸æ½Ðʲô?
´ÙÏúº£±¨Ó¢Îİæ-POPÊÇʲô°¡?
¹ØÓÚPOPʲôÊÇPOPº£±¨£¿POPº£±¨(¹ã¸æ)--Ó¢ÎÄpointofpurchaseAd¹¤ÌåÄ£°åÍøÕ¾ÖÆ×÷µÄËõд¹¤ÌåÄ£°åÍøÕ¾ÖÆ×÷£¬ÆäÓ¢ÎÄÔ¸ÒâΪ¡°ÔÚ¹ºÎﳡºÏÄÜÔö½øÏúÊÛµÄ¹ã¸æ¡±¡£ËùÓÐÔÚÁãÊÛµêÃæÄÚÍ⣬ÄÜ×ÊÖú´ÙÏúµÄ¹ã¸æÎ»òÆäËûÌṩÓйØÉÌÆ·Ç鱨¡¢Ð§ÀÍ¡¢Ö¸Ê¾¡¢Òýµ¼µÈ±êʾ£¬¶¼¿É³ÆÎªPOP¹ã¸æ¡£
POPº£±¨-POPµÄ½ç˵POPÊֻ溣±¨POP(PointOfPurchase)ÔÀ´ÊÇÖ¸ÉÌÒµÏúÊÛÖеÄÒ»ÖÖµêÍ·´ÙÏú¹¤¾ß£¬ÆäÐÍʽ²»¾Ð£¬µ«ÒÔ°²ÅÅÔÚµêÍ·µÄչʾÎïΪÖ÷£¬ÈçµõÅÆ¡¢º£±¨¡¢Ð¡ÌùÖ½¡¢´óÕÐÅÆ¡¢ÊµÎïÄ£ÐÍ¡¢ÆìÖĵȵȣ¬¶¼ÊÇÁÖÁ¢ÔÚPOPµÄ¹æÄ£ÄÚ¡£POPµÄÖÐÎÄÃû×ÖÓÖÃû¡¸µêÍ·°ÚÉ衹¡£
POPº£±¨£¨¹ã¸æ£©££Ó¢ÎÄpointofpurchaseAdµÄËõд£¬ÆäÓ¢ÎÄÔ¸ÒâΪ¡°ÔÚ¹ºÎﳡºÏÄÜÔö½øÏúÊÛµÄ¹ã¸æ¡±¡£ËùÓÐÔÚÁãÊÛµêÃæÄÚÍ⣬ÄÜ×ÊÖú´ÙÏúµÄ¹ã¸æÎ»òÆäËûÌṩÓйØÉÌÆ·Ç鱨¡¢Ð§ÀÍ¡¢Ö¸Ê¾¡¢Òýµ¼µÈ±êʾ£¬¶¼¿É³ÆÎªPOP¹ã¸æ¡£¿ÉÒÔ³Æ×öΪ¡°×îÌùÐĵÄÁ÷´«Õß¡±¡£
POPÊÇÓ¢ÎÄpointofpurchaseµÄËõд£¬ÒâΪ¡°Âôµã¹ã¸æ¡±ÆäÖ÷ÒªÉÌÒµÓÃ;ÊǴ̼¤Òýµ¼Ïû·ÑºÍ»îÔ¾Âô³¡Æø·Õ¡£ºÃ±È×î³£¼ûµÄÂô³¡ÀïÃæÓÿíµÄPOP±ÊÊéдµÄ¼Û¸ñµÄÅÆ×Ó£¬»òÊÇһЩ¾ÆµêÀïÃæµÄÊÖ»æÖÆ×÷µÄͼÎIJ¢Ã¯µÄº£±¨¡£×ܵÄÀ´Ëµ£¬º£±¨¿ÉÒÔ°üÀ¨POP£¬¶øÆ½ÃæÉè¼Æ¿ÉÒÔ°üÀ¨ÕâÁ½Àà¡£
Ôõô×öÊг¡ÊÓ²ì?
1¡¢ÊµµØÊӲ취 ÎʾíÊӲ취£ºÍ¨¹ýÉè¼ÆÎʾíÊÕ¼¯Ïû·ÑÕ߯«ºÃ¡¢¹ºÖö¯»úµÈÊý¾Ý£¬ÊÊÓÃÓÚ¾«×¼ÐèÇóÆÊÎö¡£ÊӲ취£º¼Í¼Ŀ±êÇøÓò¿ÍÁ÷Á¿¡¢Ïû·ÑÕßÐÐΪģʽ£¨ÈçÍ£Áôʱ¼ä¡¢ÉÌÆ·¹Ø×¢µã£©£¬¸¨ÖúÅжÏѡַºÏÀíÐÔ¡£ÊÔÑé·¨£ºÐ¡¹æÄ£ÊÔÏúÉÌÆ·£¬ÊÓ²ìÊг¡·´Ó¦£¬µ«±¾Ç®½Ï¸ß£¬ÊʺϴóÐÍÆóÒµ»ò¸ßΣº¦Æ·Àà¡£
2¡¢µêËÁÖÜΧÇé¿ö µêËÁËù´¦µÄÇé¿ö¹ØÓÚÉúÒâµÄÓÅÁÓÓÐ×ÅÖ±½ÓµÄÓ°Ïì¡£Çé¿öÓÅÁÓ·ÖΪÁ½ÖÖ£¬Ò»ÖÖÊǵêËÁÖܱߵÄ×ÔÈ»Çé¿ö£¬ÈçÎÀÉú×´¿ö¡¢ÊÇ·ñ±£´æÒìζ¡¢ÊÇ·ñ¿¿½üÎÛȾԴµÈ£»ÁíÒ»ÖÖÊǵêËÁËùÔÚλÖõķ±»ªË®Æ½£¬ÈçÊÇ·ñλÓÚÉÌ񵂿¡¢ÈË¿ÚÃܼ¯µØµÈ¡£
3¡¢»á¼ûÊӲ취ÊǽÓÄɽ»Ì¸·½·¨ËѼ¯×ÊÁÏ£¬¼È¿ÉÒÔÁ˽âÆäʱÍâµØ±¬·¢µÄÊг¡ÏÖÏó£¬Ò²¿ÉÒÔÁ˽âÒÑÍùºÍÆäËû·½ÃæµÄÊг¡ÏÖÏó£»²»µ«¿ÉÒÔÁ˽âÓйØÊÂʵ¡¢ÐÐΪ·½ÃæµÄ×ÊÁÏ£¬Ò²¿ÉÒÔÁ˽⿴·¨¡¢Ì¬¶È¡¢Ô¸ÍûµÈ·½ÃæµÄ×ÊÁÏ¡£
4¡¢Ïû·ÑÕßÓÐÐí¶àÀàÐÍ£¬½øÒ»²½½«µ÷ÑÐȺÌåϸ»¯£¬²ã²ãÉîÈ롣ѡÔñÑù±¾£ºÆ¾¾ÝËùÐèÒªÊÓ²ìµÄ°¸Àý½«ÊÜÖÚ½øÐÐϸ·Ö£¬Ñ¡ÔñºÏÊʵÄÊÓ²ìÑù±¾¡£ÉèÖõ÷ÑÐÎÊÌâ&Ö´Ðе÷ÑÐÄ¿µÄ¶¨ºÃ£¬Ñ¡ÑùÑ¡ºÃÖ®ºó£¬ÎÞÂÛÊÇÓÃʲôҪÁìµ÷ÑУ¬Ò»¶¨ÒªÓе÷ÑÐÎÊÌâ¡£Éè¼ÆºÃµ÷ÑÐÎÊÌâÖ®ºó£¬¾ÍÊÇÖ´Ðе÷ÑС£
5¡¢ÐÂÊÖ×öÊг¡ÊÓ²ì¿ÉÒÔÆ¾¾ÝÒÔϰ취½øÐУº Ã÷È·ÊÓ²ìÄ¿±ê£º ÐÂÊÖÔÚ¿ªÊ¼Êг¡ÊÓ²ìǰ£¬Ê×ÏÈÒªÃ÷È·ÊÓ²ìµÄÄ¿±êºÍÎÊÌâ¡£ÕâÓÐÖúÓÚΪÕû¸öÊÓ²ìÀú³ÌÌṩƫÏòºÍ½¹µã¡£ÀýÈ磬Äã¿ÉÄÜÏëÁ˽âÄ¿±êÊг¡µÄ¹æÄ£¡¢Ïû·ÑÕß¶Ô²úÆ·µÄÐèÇó¡¢¾ºÕùµÐÊÖµÄÇé¿öµÈ¡£
POPÊÇʲô°¡?
½ç˵²î±ð¡¢ÄÚÈݲî±ð¡£POPÔÚ¹ú¼ÊóÒ×ÖÐÖ¸²úÆ·Ö¤Ã÷£¬Ò²¾ÍÊÇ»õÎïÖ¤Ã÷¡£¶øPPopÊǽüÄêÀ´Ô½À´Ô½³£¼ûµÄÒ»¸öóÒ×ÊõÓ´ú±íµÄÊÇPrepaidPaymentOnline¼´ÔÚÏßÔ¤¸¶¿î¡£POP¿ÉÒÔ°üÀ¨²úÆ·µÄÏêϸÃèÊö¡¢ÊýÁ¿¡¢ÖÊÁ¿¡¢°ü×°µÈÐÅÏ¢£¬ÒÔ¼°ÆäËûÏà¹ØµÄÖ¤Ã÷ÎļþµÈ¡£¶øPPOP°üÀ¨²úÆ·µÄ²¿·ÖÃèÊö¡¢ÊýÁ¿¡¢ÖÊÁ¿µÈÐÅÏ¢£¬ÒÔ¼°ÆäËûÏà¹ØµÄÖ¤Ã÷Îļþ¡£
ʲôÊÇpopÊÇÓ¢ÎÄPoint Of PurchaseµÄËõд£¬ÒâΪ¡°Âôµã¹ã¸æ¡±ÆäÖ÷ÒªÉÌÒµÓÃ;ÊǴ̼¤Òýµ¼Ïû·ÑºÍ»îÔ¾Âô³¡Æø·Õ¡£ËýµÄÐÎʽÓл§ÍâÕÐÅÆ£¬Õ¹°å£¬³÷´°º£±¨£¬µêÄÚÌ¨ÅÆ£¬¼ÛÄ¿±í£¬µõÆì£¬ÉõÖÁÊÇÁ¢Ì忨ͨģÐ͵ȵȡ£
POP¹ã¸æÊÇPoint of PurchaseµÄËõд£¬Ö¸µÄÊÇ¡°Âôµã¹ã¸æ¡±£¬Ö÷ÒªÓÃÓÚÉÌÒµÇé¿öÖУ¬Ä¿µÄÊǴ̼¤Ïû·ÑºÍ»îÔ¾Âô³¡Æø·Õ¡£ÐÎʽ¶àÑù£¬°üÀ¨»§ÍâÕÐÅÆ¡¢Õ¹°å¡¢³÷´°º£±¨¡¢µêÄÚÌ¨ÅÆ¡¢¼ÛÄ¿±í¡¢µõÆì£¬ÉõÖÁÊÇÁ¢ÌåµÄ¿¨Í¨Ä£Ð͵ȡ£POP¹ã¸æÍ¨³£ÓÃÓÚ¶ÌÆÚ´ÙÏú£¬ÆäÌØµãÊÇÊÓ¾õ¹¥»÷Á¦Ç¿¡¢É«²ÊÏÊÃ÷£¬Äܹ»ÓÐЧÎüÒýÖ÷¹Ë×¢ÒâÁ¦²¢Òý·¢¹ºÖÃÐËȤ¡£
POP£¬È«³ÆPost Office Protocol£¬ÓÃÓÚµç×ÓÓʼþ½ÓÊÕ£¬½ÓÄÉTCPµÄ110¶Ë¿ÚÊÂÇ飬ͨ³£Ö¸µÄÊÇPOP3°æ±¾¡£¿Í»§¶Ë£¬ÈçµçÄÔ£¬ÓëЧÀÍÆ÷½øÐн»»¥£¬Ð§ÀÍÆ÷ÖÎÀí×ÅÐí¶àСÐÅÏ䣬ÀàËÆÓÚÂ¥·¿µÄÐÅÏä½á¹¹¡£µ±ÎÒÃÇʹÓÃFoxmailµÈÓʼþÈí¼þÊÕÈ¡Óʼþʱ£¬Ëü»áŲÓÃTCP/IP²Î¿¼Ä£ÐÍÖеÄÓ¦ÓòãÐÒ顪¡ªPOPÐÒé¡£
PopÓжàÖÖÒâ˼£ºÁ÷ÐÐÒôÀÖ£ºPopÖ¸µÄÊÇÁ÷ÐÐÒôÀÖ£¬ÕâÖÖÒôÀÖͨ³£¾ßÓмòµ¥µÄÐýÂɺÍÖØ¸´µÄ¸è´Ê£¬Ò×ÓÚÀí½âºÍÁ÷´«¡£ÔÚ50Äê´úËæ×ÅÒ¡¹öÀÖµÄÐËÆð£¬Á÷ÐÐÒôÀÖ±äµÃÔ½À´Ô½Á÷ÐУ¬Ðí¶àÖøÃûµÄ¸èÊÖºÍÀÖ¶Ó£¬ÈçThe Beatles¡¢MadonnaºÍMichael Jackson£¬¶¼ÊÇÁ÷ÐÐÒôÀֵĴú±í¡£
°ÚÔÚÍâÃæµÄº£±¨½Ðʲô?ÔÚÃÅÉÏµÄ¹ã¸æ½Ðʲô?
ÔÚÃÅÉÏµÄ¹ã¸æ½Ð×öÕÐÌù¹¤ÌåÄ£°åÍøÕ¾ÖÆ×÷£¬Ò²³Æº£±¨¡£ÕÐÌùµÄÓ¢ÎÄÃû×ֽС°poster¡±¹¤ÌåÄ£°åÍøÕ¾ÖÆ×÷£¬ÔÚÅ£½òÓ¢Óï´ÊµäÀïÒâÖ¸Õ¹ÊÕ¬Ú¹«¹²³¡ºÏµÄͨ¸æ(Placarddisplayedinapublicplace)¡£ÔÚÂ×¶Ø¡°¹ú¼Ê½Ì¿ÆÊé³öÊ鹫˾¡±³öÊéµÄ¹ã¸æ´ÊµäÀ﹤ÌåÄ£°åÍøÕ¾ÖÆ×÷£¬posterÒâÖ¸ÕÅÌùÓÚÖ½°å¡¢Ç½¡¢´óľ°å»ò³µÁ¾ÉϵÄÓ¡Ë¢¹ã¸æ¹¤ÌåÄ£°åÍøÕ¾ÖÆ×÷£¬»òÒÔÆä¹¤ÌåÄ£°åÍøÕ¾ÖÆ×÷Ëû·½·¨Õ¹Ê¾µÄÓ¡Ë¢¹ã¸æ£¬ËüÊÇ»§Íâ¹ã¸æµÄÖ÷ÒªÐÎʽ£¬¹ã¸æµÄ×î¹ÅÀÏÐÎʽ֮һ¡£
POPº£±¨(¹ã¸æ)--Ó¢ÎÄpointofpurchaseAdµÄËõд£¬ÆäÓ¢ÎÄÔ¸ÒâΪ¡°ÔÚ¹ºÎﳡºÏÄÜÔö½øÏúÊÛµÄ¹ã¸æ¡±¡£ËùÓÐÔÚÁãÊÛµêÃæÄÚÍ⣬ÄÜ×ÊÖú´ÙÏúµÄ¹ã¸æÎ»òÆäËûÌṩÓйØÉÌÆ·Ç鱨¡¢Ð§ÀÍ¡¢Ö¸Ê¾¡¢Òýµ¼µÈ±êʾ£¬¶¼¿É³ÆÎªPOP¹ã¸æ¡£
½Ð×öÕÐÌùÓÖÃûº£±¨ ¿ÉÊÇÈç¹ûϸ·ÖµÄ»° ÕÐÌù×¢ÖØµÄÊÇÎÄ×Ö£¬ÎÄ×Ö»á¶àһЩ£¬¶øº£±¨×¢ÖصÄÊÇ»Ãæ¡£¡°ÕÐÌù¡±°´Æä×ÖÒå½âÊÍ£¬¡°ÕС±ÊÇÖ¸Òý×¢Ò⣬¡°Ìù¡±ÊÇÕÅÌù£¬¼´¡°ÎªÕÐÒý×¢Òâ¶ø½øÐÐÕÅÌù¡±¡£ÕÐÌùµÄÓ¢ÎÄÃû×ֽС°poster¡±£¬ÔÚÅ£½òÓ¢Óï´ÊµäÀïÒâÖ¸Õ¹ÊÕ¬Ú¹«¹²³¡ºÏµÄͨ¸æ(Placard displayed in a public place)¡£
Íø×´µÄÃû½Ðµ¥Í¸£¬ÔÁÏÊÇÐþÉ«Íø×´±³½ºÅç»æ²¼¡£Í¸Ã÷µ×ÐþÉ«¿ÅÁ£µÄÒ²½Ðµ¥Í¸£¬ÔÁÏÊÇ͸Ã÷ÐþÉ«¿ÅÁ£±³½ºÐ´ÕæÖ½¡£ÁíÓÐ͸Ã÷Ð´Õæ£¬ÔÁÏÊÇ͸Ã÷±³½ºÐ´ÕæÖ½£¬×÷ͼµÄʱºòÑ¡µÄÉîÑÕÉ«¡£ÒÔÉÏ3ÖÖ¶¼Ðеġ£ºÇºÇ¡£¼Ó¾«¸øÇ®°É¡£Ò»ÖÖ²£Á§ÉϵÄÌùÖ½£¨ÍâÃæ¿´²»µ½ÀïÃæ£¬ÀïÃæ¿ÉÒÔ¿´µ½ÍâÃæ£©½Ðʲô£¿ÕâÖÖÌùÖ½½Ðµ¥Ïò͸ÊÓ²£Á§ÌùĤ¡£
Ò×À±¦»ò³Æº£±¨¼Ü¡¢Õ¹Ê¾¼Ü£¬ÊÇÊ÷Á¢Ê½Ðû´«º£±¨¡£³£¼ûÓÚÈËÁ÷¶àµÄ½ÖͷͨµÀ£¬ÐÖú¸öÌ廧ʽµÄ·ÑÝÍÆÏúÔ˶¯£¬»òÊÇÁÙʱ̯λ¡£Ò×À±¦Ö÷ÒªÖÊÁÏÊÇËܽº»òÂÁºÏ½ð¡£Ò×À±¦µÄÌæ´úÆ·ÊǽÖÍ·ºá¶î¡¢µÀÆì¡¢º£±¨Ðû´«¡¢ÌùÖ½µÈ¡£
¹¤ÌåÄ£°åÍøÕ¾ÖÆ×÷ÊÇÒ»¼Ò¾ßÓÐÍêÕûÉú̬Á´µÄÆóÒµ£¬ËüΪ¿Í»§Ìṩ×ۺϵġ¢×¨ÒµÏÖ´ú»¯×±ÐÞ½â¾ö¼Æ»®¡£ÎªÏû·ÑÕßÌṩ½ÏÓÅÖʵIJúÆ·¡¢½ÏÌùÇеÄЧÀÍ¡¢½Ï¾ß¾ºÕùÁ¦µÄÓªÏúģʽ¡£