{"id":68392,"date":"2022-11-15T16:59:41","date_gmt":"2022-11-15T16:59:41","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=blog&p=68392"},"modified":"2024-09-20T17:45:52","modified_gmt":"2024-09-20T16:45:52","slug":"consumer-attention-and-its-importance-for-paid-media","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/zh\/blog\/consumer-attention-and-its-importance-for-paid-media\/","title":{"rendered":"\u6d88\u8d39\u8005\u6ce8\u610f\u529b\u53ca\u5176\u5bf9\u4ed8\u8d39\u5a92\u4f53\u7684\u91cd\u8981\u6027"},"content":{"rendered":"

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      (\u8d44\u6599\u6765\u6e90\u8d44\u6599\u6765\u6e90\uff1a\u5c3c\u5c14\u68ee\u5361\u7279\u7433\u5a1c\u7814\u7a76\u516c\u53f8\u901a\u8fc7\u5e7f\u544a\u7814\u7a76\u57fa\u91d1\u4f1a\u63d0\u4f9b\uff0c2017 \u5e74 5 \u6708\uff09<\/em><\/p>\n<\/div>

      \u5229\u7528\u6ce8\u610f\u529b\u7684\u516d\u5927\u652f\u67f1<\/h2><\/div>

      \u8981\u5145\u5206\u5229\u7528\u8fd9\u4e24\u79d2\u949f\u7684\u6ce8\u610f\u529b\uff0c\u5173\u952e\u662f\u8981\u786e\u5b9a\u54ea\u79cd\u6c9f\u901a\u65b9\u5f0f\u80fd\u4e3a\u6bcf\u4e2a\u6d88\u8d39\u8005\u5e26\u6765\u6700\u4f73\u4e92\u52a8\u3002\u8425\u9500\u6f0f\u6597\u7684\u6bcf\u4e00\u6b65\u90fd\u6709\u4e0d\u540c\u7c7b\u578b\u7684\u6d88\u8d39\u8005\uff0c\u60a8\u7684\u6c9f\u901a\u65b9\u5f0f\u5fc5\u987b\u4e0e\u4e4b\u76f8\u9002\u5e94\u3002\u9996\u6b21\u8d2d\u4e70\u8005\u4e0e\u7ecf\u5e38\u8d2d\u4e70\u8005\u9700\u8981\u4e0d\u540c\u7684\u65b9\u5f0f\u3002Klaas Weima \u5728 2020 \u5e74\u8fdb\u884c\u7684\u4e00\u9879\u7814\u7a76\u663e\u793a\uff0c\u60a8\u53ef\u4ee5\u4f7f\u7528\u516d\u79cd\u7b56\u7565\u5728\u8fd9\u5b9d\u8d35\u7684\u4e24\u79d2\u949f\u5185\u6293\u4f4f\u6d88\u8d39\u8005\u7684\u6ce8\u610f\u529b\uff1a<\/p>\n<\/div>

      • <\/i><\/span>
        \n

        \u60c5\u611f<\/strong>\u5524\u8d77\u6d88\u8d39\u8005\u7684\u79ef\u6781\u60c5\u7eea\uff1a\u4f8b\u5982\u4f7f\u7528\u5e7d\u9ed8\u3002.<\/p>\n<\/div><\/li>

      • <\/i><\/span>
        \n

        \u73b0\u72b6<\/strong>\uff1a\u4eba\u4eec\u559c\u6b22\u70ab\u8000\u3002\u4f60\u53ef\u4ee5\u5229\u7528\u8fd9\u4e00\u70b9\u3002\u8ba9\u4f60\u7684\u6d88\u8d39\u8005\u773c\u524d\u4e00\u4eae\uff0c\u6bd4\u5982\u8bf4\u540d\u724c\u670d\u88c5\u3002.<\/p>\n<\/div><\/li>

      • <\/i><\/span>
        \n

        \u65b0<\/strong>\u5438\u5f15\u6d88\u8d39\u8005\u7684\u5174\u8da3\uff1a\u6fc0\u53d1\u6d88\u8d39\u8005\u7684\u5174\u8da3\uff0c\u4e3a\u4ed6\u4eec\u63d0\u4f9b\u65b0\u7684\u6216\u4ee4\u4eba\u60ca\u8bb6\u7684\u4e1c\u897f\u3002.<\/p>\n<\/div><\/li>

      • <\/i><\/span>
        \n

        \u5305\u5bb9<\/strong>\u8ba9\u6d88\u8d39\u8005\u611f\u89c9\u4ed6\u4eec\u662f\u54c1\u724c\u7684\u4e00\u90e8\u5206\uff0c\u4f8b\u5982\u5c06\u4ed6\u4eec\u52a0\u5165 VIP \u540d\u5355\u3002.<\/p>\n<\/div><\/li>

      • <\/i><\/span>
        \n

        \u5956\u52b1<\/strong>\u5956\u52b1\uff1a\u5f53\u4f60\u7684\u6d88\u8d39\u8005\u7ecf\u5e38\u8d2d\u4e70\u65f6\uff0c\u5956\u52b1\u4ed6\u4eec\uff0c\u5411\u4ed6\u4eec\u8868\u793a\u611f\u8c22\u3002\u5176\u4e2d\u4e00\u4e2a\u597d\u65b9\u6cd5\u5c31\u662f\u5728\u4ed6\u4eec\u7b2c 10 \u6b21\u8d2d\u4e70\u65f6\u7ed9\u4e88\u989d\u5916\u7684\u5956\u52b1\u3002.<\/p>\n<\/div><\/li>

      • <\/i><\/span>
        \n

        \u5e2e\u52a9<\/strong>\u8ba9\u4f60\uff08\u6f5c\u5728\uff09\u5ba2\u6237\u7684\u751f\u6d3b\u66f4\u8f7b\u677e\u3002\u4e3a\u4ed6\u4eec\u63d0\u4f9b\u6709\u7528\u7684\u4e1c\u897f\u3002.<\/p>\n<\/div><\/li><\/ul>

        <\/span><\/div>

        \u663e\u7136\uff0c\u5e76\u975e\u6240\u6709\u7b56\u7565\u90fd\u9002\u5408\u6bcf\u4e00\u7c7b\u6d88\u8d39\u8005\u3002\u5956\u52b1\u7b56\u7565\u5bf9\u9996\u6b21\u8d2d\u4e70\u8005\u7684\u9002\u7528\u6027\u5c31\u4e0d\u5982\u5bf9\u6f0f\u6597\u4e0b\u6e38\u6d88\u8d39\u8005\u7684\u9002\u7528\u6027\u3002\u7136\u800c\uff0c\u6211\u4eec\u7ecf\u5e38\u770b\u5230\u4e00\u4e9b\u516c\u53f8\u5bf9\u9996\u6b21\u8d2d\u4e70\u8005\u548c\u91cd\u590d\u8d2d\u4e70\u8005\u4f7f\u7528\u76f8\u540c\u7684\u6c9f\u901a\u65b9\u5f0f\u3002\u9996\u5148\u8003\u8651\u4e0d\u540c\u7c7b\u578b\u7684\u6d88\u8d39\u8005\uff0c\u5e76\u6839\u636e\u4ed6\u4eec\u7684\u4e0d\u540c\u4e4b\u5904\u6765\u51b3\u5b9a\u6c9f\u901a\u65b9\u5f0f\uff0c\u8fd9\u4e00\u70b9\u81f3\u5173\u91cd\u8981\uff1a<\/p>\n<\/div>

          \n
        1. \u5b83\u5bf9\u6d88\u8d39\u8005\u6709\u4ec0\u4e48\u597d\u5904\uff1f<\/li>\n
        2. \u4e3a\u4ec0\u4e48\u4fe1\u606f\u4f1a\u88ab\u7c98\u4f4f\uff1f<\/li>\n
        3. \u54ea\u4e9b\u4ef7\u503c\u89c2\u662f\u91cd\u8981\u7684\uff1f<\/li>\n
        4. \u6d88\u8d39\u8005\u4f55\u65f6\u5206\u4eab\u60a8\u7684\u54c1\u724c\u6545\u4e8b\uff1f<\/li>\n<\/ol>\n<\/div>

          \u4e3b\u8981\u6536\u83b7<\/h1><\/div>

          \u5728 Artefact\uff0c\u6211\u4eec\u77e5\u9053\uff0c\u53ea\u6709\u7ecf\u8fc7\u6df1\u601d\u719f\u8651\uff0c\u624d\u80fd\u505a\u51fa\u66f4\u597d\u7684\u51b3\u7b56\u3002\u56e0\u6b64\uff0c\u6211\u4eec\u91c7\u7528\u7ed3\u6784\u5316\u6d4b\u8bd5\u6846\u67b6\uff0c\u5176\u76ee\u6807\u548c\u5047\u8bbe\u80fd\u591f\u6700\u5927\u9650\u5ea6\u5730\u51cf\u5c11\u4e3b\u89c2\u610f\u89c1\uff0c\u6700\u5927\u9650\u5ea6\u5730\u63d0\u9ad8\u5ba2\u89c2\u6027\u3002.<\/p>\n

          \u4ee5\u4e0b\u662f\u4fdd\u6301\u4ed8\u8d39\u5a92\u4f53\u5173\u6ce8\u5ea6\u7684\u56db\u4e2a\u5173\u952e\u8981\u70b9\uff1a<\/p>\n<\/div>

            \n
          1. \u4e2a\u6027\u5316<\/strong>\uff1a\u9488\u5bf9\u4e0d\u540c\u7c7b\u578b\u7684\u6d88\u8d39\u8005\u5b9a\u5236\u5185\u5bb9\u3002.<\/li>\n
          2. K.I.S.S.<\/strong>:\u7b80\u660e\u627c\u8981\u3002\u6211\u4eec\u73b0\u5728\u7684\u6ce8\u610f\u529b\u65f6\u95f4\u5f88\u77ed\uff0c\u660e\u5929\u4f1a\u66f4\u77ed\u3002.<\/li>\n
          3. \u53ef\u89c6\u5316<\/strong>\u4eba\u4eec\u4e0d\u592a\u559c\u6b22\u9605\u8bfb\uff0c\u4ed6\u4eec\u66f4\u559c\u6b22\u770b\u6216\u542c\u3002\u53ef\u4f5c\u4e3a\u96f6\u98df\u7684\u5185\u5bb9\u662f\u5173\u952e\u3002.<\/li>\n
          4. \u6d4b\u8bd5\u3001\u6d4b\u8bd5\u3001\u6d4b\u8bd5<\/strong>\u7406\u8bba\u662f\u597d\u7684\uff0cdata \u66f4\u597d\uff0c\u4f46\u5f52\u6839\u7ed3\u5e95\uff0c\u6bcf\u4e2a\u4f01\u4e1a\u90fd\u662f\u72ec\u4e00\u65e0\u4e8c\u7684\u3002.<\/li>\n<\/ol>\n<\/div>

            \u53c2\u8003\u8d44\u6599<\/p>\n

            Demba, D., Chiliya, N., Chuchu, T., & Ndoro, T. (2019)\u3002\u7528\u6237\u751f\u6210\u5185\u5bb9\u5e7f\u544a\u5982\u4f55\u5f71\u54cd\u6d88\u8d39\u8005\u5bf9\u4ea7\u54c1\u548c\u670d\u52a1\u7684\u6001\u5ea6\u3001\u4fe1\u4efb\u548c\u8d2d\u4e70\u610f\u5411\u3002. Communicare\uff1a\u5357\u90e8\u975e\u6d32\u4f20\u64ad\u79d1\u5b66\u6742\u5fd7\u300b\uff0c\u7b2c 38 \u671f<\/em>(1), 136-149.<\/p>\n

            Facebook IQ.(2016\u5e744\u670820\u65e5\uff09\u3002C\u5728 Feed \u4e2d\u5438\u5f15\u6ce8\u610f\u529b\uff1a\u6709\u6548\u89c6\u9891\u521b\u610f\u80cc\u540e\u7684\u79d1\u5b66\u539f\u7406<\/em>. .Facebook. https:\/\/www.facebook.com\/business\/news\/insights\/capturing-attention-feed-video-creative<\/p>\n

            Huang, K. (2022, September 17). \u5bf9\u4e8e Z \u4e16\u4ee3\u6765\u8bf4\uff0cTikTok \u662f\u65b0\u7684\u641c\u7d22\u5f15\u64ce<\/em>. .https:\/\/www.nytimes.com\/2022\/09\/16\/technology\/gen-z-tiktok-search-engine.html<\/p>\n

            Meindersma, C. (2020, December 3). \u6e38\u8247\u8425\u9500\uff1a\u5982\u4f55\u4e0e\u5176\u4ed6\u516c\u53f8\u7ade\u4e89\uff1f<\/em> Frankwatching. https:\/\/www.frankwatching.com\/archive\/2020\/12\/03\/aandachtsmarketing\/<\/p>\n

            Microsoft. (2015, season-01). \u6ce8\u610f\u529b\u6301\u7eed\u65f6\u95f4<\/em>. https:\/\/sherpapg.com\/wp-content\/uploads\/2017\/12\/MAS.pdf<\/p>\n

            Weima, K. (2019). \u6e38\u8247\u8425\u9500<\/em> (1st ed.).De Vrije Uitgevers.<\/p>\n

            Williams, R. (2017, June 30). Facebook\uff1a\u4e3a\u4ec0\u4e48\u79fb\u52a8\u89c6\u9891\u5e7f\u544a\u5fc5\u987b\u5feb\u901f\u8fd0\u4f5c\uff1f.<\/em> \u8425\u9500\u6f5c\u6c34\u3002.
            \nhttps:\/\/www.marketingdive.com\/news\/facebook-why-mobile-video-ads-must-work-fast\/446217\/<\/p>\n<\/div><\/div><\/div><\/div><\/article><\/p>","protected":false},"excerpt":{"rendered":"

            \u6211\u4eec\u7684\u6ce8\u610f\u529b\u6b63\u5728\u8fc5\u901f\u51cf\u5c11\u3002\u5728\u5341\u51e0\u5e74\u7684\u65f6\u95f4\u91cc\uff0c\u4eba\u7c7b\u7684\u5e73\u5747\u6ce8\u610f\u529b\u4ece12\u79d2\u4e0b\u964d\u52308\u79d2\uff08\u5fae\u8f6f\uff0c2015\uff09\u3002\u5c31\u8fde\u91d1\u9c7c\u7684\u6ce8\u610f\u529b\u6301\u7eed\u65f6\u95f4\u4e5f\u66f4\u957f\uff1a\u5b83\u4eec\u5e73\u5747\u80fd\u96c6\u4e2d\u6ce8\u610f\u529b9\u79d2\u949f\uff01\u800c\u8fd9\u4e9b\u90fd\u662f\u4e03\u5e74\u524d\u7684\u7814\u7a76\u7ed3\u679c\uff1b\u5982\u4eca\u7684\u60c5\u51b5\u53ef\u80fd\u66f4\u7cdf\u3002. <\/p>","protected":false},"featured_media":68400,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"blog-category":[2999,2997],"blog-language":[2991,2994],"class_list":["post-68392","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog-category-media-services","blog-category-data-marketing","blog-language-en","blog-language-nl"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog\/68392","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/types\/blog"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media\/68400"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media?parent=68392"}],"wp:term":[{"taxonomy":"blog-category","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog-category?post=68392"},{"taxonomy":"blog-language","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog-language?post=68392"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}