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1、关于小蜜蜂财务软件媒体购买计划 客户：深软电子实业有限公司 时间：2000年3月26日一、前 言 随着“科教兴国”方针的确立，大众对于科技和教育的热情逐渐高涨，家长在儿童教育方面的投资也渐渐增多，所以多媒体教育软件的需求也较大市场前景广阔，其中为适应未来对英语教育的需求，以英语教育为核心的多媒体教育软件在市场大行其道。方直信息技术有限公司以强大的技术为基础开发出金太阳系列多媒体英语教育软件及欧美经典英文歌曲等英语教育软件。以广阔的市场前景和方直强大的技术力量。如果再加上一个科学的市场推广计划，那必然会在市场销售上有一大突破。而本提案则从媒体广告的角度上制定，它包括媒体购买和软性宣传。二、媒体选
2、购依据： 市面上以英语为核心的多媒体教育软件琳琅满目。从软件的内容、画面、易用性、价格各方面各有所长，综合起来也没有哪种软件特别突出，但从品牌的角度来看，像开天辟地背单词、洪恩GOGO学英语、英语龙卷风等软件则较为突出，销量也较大。所以我们认为在金太阳多媒体英语教育软件的广告宣传上以产品的品牌推广为主导，产品的特性为辅助有机结合，提高金太阳多媒体英语教育软件的知名度，让更多人选择该产品。金太阳多媒体教育软件的目标消费对象为学生，包括大、中、小学学生。他们是软件的主要购买对象。而实际的情况是，他们是使用者而不是购买者，真正的购买者是他们的家长，对于购买者我们有几类区别：1、不具备评价能力的儿童使
3、用者，这部分的购买者主要是靠父母去选择适合他们孩子使用的教育软件,所以对于这部分消费者我们是主要影响他们的家长。2、具有一定评价能力的大、中、学生使用者，这部分消费者有一定的评价能力，他们会通过朋友的介绍、媒体的宣传、学校的推荐自主地选择软件，所以我们在宣传中也会尽力影响他们而我们的媒体购买计划则主要对这两大人群作主要的宣传对象。这就决定了我们所选择的媒体在给金太阳英语教育软件作媒体定位时，我们觉得应该着重影响最终消费者，正如前面所讲这些最终消费者主要是大、中、小学生群体，所以在选择媒体方面我们要着重选择一些覆盖面广的媒体。三、媒体介绍四、媒体购买计划表2000年4月媒体名称版式频次(月)单价
4、折扣折价(元)总价电脑商情报（家用电脑版）彩色1/4版4800080%640025600中国电脑教育报黑白1/4版4760085%646025840PC SHOPPER（周刊）黑白1/2版4780075%585023400合计待添加的隐藏文字内容1748402000年5月媒体名称版式频次(月)单价折扣折价(元)总价电脑商情报（家用电脑版）彩色1/4版2800080%640012800中国电脑教育报黑白1/4版4760085%646025840PC SHOPPER（周刊）黑白1/2版2780075%585011700合计503402000年6月媒体名称版式频次(月)单价折扣折价(元)总价电脑商情
5、报（家用电脑版）彩色1/4版2800080%640012800中国电脑教育报黑白1/4版4760085%646025840PC SHOPPER（周刊）黑白1/2版2780075%585011700合计50340本次媒体购买合计175520元五、软性宣传计划 软性宣传是属于广告非媒体方式，它是广告方式中除广告媒体方式之外的重要方式，是现代广告活动的重要组成部分。它可以在不知不觉中让人们自然地接触和接受企业所要传递的信息和观念。其主要的表现形式为新闻方式。而新闻方式的特点是以第三者的立场发言，它较为客观真实，无论是经济效果还是心理效果，都较为良好。软性宣传较之硬性广告有不可比拟的优点：一、信息权威
6、性高，解释力强。新闻是以第三者的立场出发其本身就具有权威性，再加上媒体本身的新闻性，权威性，无形中提高了读者对所刊登的新闻的信任度。对于企业的经营理念、产品性能的宣传容易收到较好的效果。二、性价比高。广告的目的是要传达企业所要传达的信息，如果单靠硬性广告宣传则需投入大量资金，而软性宣传的费用则只需要硬性广告投入的25%左右，而传递信息效果方面与其不相伯仲，故性格比最高。三、解释的多面性。人们了解一件事物不可能从一个侧面就能了解清楚，必须从不同的角度去理解这件事物。所以通过软性宣传从不同的侧面去介绍产品或企业的各种新概念，让受众人群更深刻地接受信息。弥补硬广告的单面直观性。根据金太阳英语教育软件
7、的情况，我们制定了硬性广告的媒体购买计划，而软性宣传计划是根据硬广告的投入情况作适当的安排。投入量从理论上讲应该要占重投入量25%左右才能受到较好的效果。当然，具体投入量要视乎实际情况而定，对于金太阳目前的情况，我们觉得平均每月软性宣传字数保持在10000字（各媒体总和）左右较为合理。具体安排如下：按文章结构分/月新闻 30%专题 30%述评 20%技术 20%按稿件数量分/月新闻稿： 10篇左右 250字/篇 共2500字专题： 10篇左右 400字/篇 共4000字述评： 5篇左右 400字/篇 共2000字技术： 6篇左右 250字/篇 共1500字合计：每月发稿字数大概在10000字左
8、右，每个字2.0元（每平方厘米8个字）共20000元，三个月共60000元。本次媒体购买计划共235520元。六、建议 在软、硬广告宣传的同时，贵公司应以下加强几方面的配合。1、灯箱广告：在电脑城、各城市大型书店。2、海报：建议多印制海报在全国各地的电脑城，书城特别是小型书店，软件专卖店张贴海报，因为越来越多的中小型书店从事软件零售，人们在购买软件的时候越来越趋向在这些中小型书店购买，而且这些书店分布众多，容易形成效应。3、公关活动：加强促销、现场试用、展销等公关活动，让更多消费者直接了解产品。Editors note: Judson Jones is a meteorologist, jou
9、rnalist and photographer. He has freelanced with CNN for four years, covering severe weather from tornadoes to typhoons. Follow him on Twitter: jnjonesjr (CNN) - I will always wonder what it was like to huddle around a shortwave radio and through the crackling static from space hear the faint beeps
10、of the worlds first satellite - Sputnik. I also missed watching Neil Armstrong step foot on the moon and the first space shuttle take off for the stars. Those events were way before my time.As a kid, I was fascinated with what goes on in the sky, and when NASA pulled the plug on the shuttle program
11、I was heartbroken. Yet the privatized space race has renewed my childhood dreams to reach for the stars.As a meteorologist, Ive still seen many important weather and space events, but right now, if you were sitting next to me, youd hear my foot tapping rapidly under my desk. Im anxious for the next
12、one: a space capsule hanging from a crane in the New Mexico desert.Its like the set for a George Lucas movie floating to the edge of space.You and I will have the chance to watch a man take a leap into an unimaginable free fall from the edge of space - live.The (lack of) air up there Watch man jump
13、from 96,000 feet Tuesday, I sat at work glued to the live stream of the Red Bull Stratos Mission. I watched the balloons positioned at different altitudes in the sky to test the winds, knowing that if they would just line up in a vertical straight line we would be go for launch.I feel this mission w
14、as created for me because I am also a journalist and a photographer, but above all I live for taking a leap of faith - the feeling of pushing the envelope into uncharted territory.The guy who is going to do this, Felix Baumgartner, must have that same feeling, at a level I will never reach. However,
15、 it did not stop me from feeling his pain when a gust of swirling wind kicked up and twisted the partially filled balloon that would take him to the upper end of our atmosphere. As soon as the 40-acre balloon, with skin no thicker than a dry cleaning bag, scraped the ground I knew it was over.How cl
16、austrophobia almost grounded supersonic skydiverWith each twist, you could see the wrinkles of disappointment on the face of the current record holder and capcom (capsule communications), Col. Joe Kittinger. He hung his head low in mission control as he told Baumgartner the disappointing news: Missi
17、on aborted.The supersonic descent could happen as early as Sunday.The weather plays an important role in this mission. Starting at the ground, conditions have to be very calm - winds less than 2 mph, with no precipitation or humidity and limited cloud cover. The balloon, with capsule attached, will
18、move through the lower level of the atmosphere (the troposphere) where our day-to-day weather lives. It will climb higher than the tip of Mount Everest (5.5 miles/8.85 kilometers), drifting even higher than the cruising altitude of commercial airliners (5.6 miles/9.17 kilometers) and into the strato
19、sphere. As he crosses the boundary layer (called the tropopause), he can expect a lot of turbulence.The balloon will slowly drift to the edge of space at 120,000 feet (22.7 miles/36.53 kilometers). Here, Fearless Felix will unclip. He will roll back the door.Then, I would assume, he will slowly step
20、 out onto something resembling an Olympic diving platform.Below, the Earth becomes the concrete bottom of a swimming pool that he wants to land on, but not too hard. Still, hell be traveling fast, so despite the distance, it will not be like diving into the deep end of a pool. It will be like he is
21、diving into the shallow end.Skydiver preps for the big jumpWhen he jumps, he is expected to reach the speed of sound - 690 mph (1,110 kph) - in less than 40 seconds. Like hitting the top of the water, he will begin to slow as he approaches the more dense air closer to Earth. But this will not be eno
22、ugh to stop him completely.If he goes too fast or spins out of control, he has a stabilization parachute that can be deployed to slow him down. His team hopes its not needed. Instead, he plans to deploy his 270-square-foot (25-square-meter) main chute at an altitude of around 5,000 feet (1,524 meter
23、s).In order to deploy this chute successfully, he will have to slow to 172 mph (277 kph). He will have a reserve parachute that will open automatically if he loses consciousness at mach speeds.Even if everything goes as planned, it wont. Baumgartner still will free fall at a speed that would cause y
24、ou and me to pass out, and no parachute is guaranteed to work higher than 25,000 feet (7,620 meters).It might not be the moon, but Kittinger free fell from 102,800 feet in 1960 - at the dawn of an infamous space race that captured the hearts of many. Baumgartner will attempt to break that record, a feat that boggles the mind. This is one of those monumental moments I will always remember, because there is no way Id miss this.
