補(bǔ)充的分析趨向做廣告英文

1、 ? ? 1 : a Note that these findings integrate work done for the NAA Horizon Watching Initiative plus Kannons own client work.2 , . 168 2010, 15%. , 1989, 1999, 2000 2010e+15%3 . , 2000 - 2010e , 2000 2010e: 22.2 1% 99%4 39% 2010. . , 2010e 24%19% & 24%20%11%10% , 2010e: 167.7 5 . , 2000 2010e&am

2、p; &. &, &. &12.2ReplacementJob Growth6 62% . , 2000 2010e38%62% : 57.9 81% & . 72%72%66%7 60% .n n, , n, n n n n n n (2.0 )59% 8 .n n n n n, n n n, , : (+20% )22% 9 (2,600+)34% n n ( )n n ( )n n n n ()n n , . : (+37% )12% n n n ()n n n n n n n, , n n 10 a . ,

3、2000 2010e. 21% a .79% = 45.7Ms6% 6% 7% 27%54% = 57.9M11 . , 2000 12, 60% 500 . 10 10 99100 499 500+ 58% 13, . 10 10 99100 499 500+ 58%81% , 1999 14 : , , : : 15 45 , . , 1980 2010e16 1935 4445 5455 6465 20 2425 34% 30%39%106.9140.9157.7 ()3%2%3%16 () , 47% 2000. , 1980 2010e106.9140.9157.7% 17 18 .

4、 18, 1980 2000 % 32.736.1 18 ()52%66%18 . , 1980 2010e31%18%106.9140.8157.7 ()% 19 . . , 2000 2010e +21.3 +22.2 20 a . ., 1970 2000 : 4%21 . 2000 . , 2000 , 2000: 28.4 22 , . “” .H1 , 1997 2001# 23H1 ; . H1 , 2000Countryof Birth% ofTotalIndiaChinaCanadaPhilippinesU.K.PakistanKoreaTaiwanJapanOtherTot

5、al43%10%4%3%3%2%2%2%2%29%100%Occupation% of TotalComputer RelatedArchitectural/EngineeringEducation/Medicine/HealthAdministrative SpecialtyOtherTotal54%13%10%8%15%100%Education% of TotalBelow Four-Year DegreeBachelors DegreeMasters/Professional DegreeDoctorate DegreeTotal3%56%33%8%100%24 s , 65. 65,

6、 1991 . 2001% 25 26% 2001 , 63% s . , 2001 , 2001Employed26%Unemployed74%ExpectEmployment63%Do Not ExpectEmployment37%26 : 2010, , , . 18% 1980. . a , a , . a a , .27 , .28 s .Determine the change in jobs in the local market over a given time period.Step 1Measure the newspapers recruitment advertisi

7、ng performance over the same time period.Step 2Compare data on the employment market with newspaper metrics to uncover key opportunities.Step 329 . () 30 .Occupation199519961997199819992000ManagementChief Executives2002302502505,520250General Managers26,01027,87528,35029,28019,21035,030Advertising M

8、anagers4,6604,4604,8905,0401,2906,260Financial Managers7,5905,8806,0506,1205,7507,070HR Managers1,8301,8251,9001,9301,7302,350Production Managers1,7901,6451,6201,6501,6701,810Purchasing Managers2,0701,6001,5601,5901,2001,830 , , 1995 2000 31 , . , , , 1996 2000 32 , , . , , . “ ” . (., “”) . 33 , a

9、. . . , , , . . 34 . , , , 1996 2000 35 . , , , , 1996 2000 36 . n a . n .n , , . n . n a . 37 , , . , , , 1996 2000 , , .38 ; . , A B & n -10% -20% 39 , a : , , , : 40 PrimaryTargetSecondary TargetSecondaryTargetTertiary TargetA .41The vertical axis of the matrix is segment attractiveness. Each

10、 segment is evaluated on its attractiveness to a recruitment competitor, independent of the newspaper. SegmentAttractivenessCompetitivePositionThe horizontal axis is competitive position. Each segment is evaluated based on the newspapers current ability to meet the segments needs relative to competi

11、tion. .42 . a a a a 43 s a . . s s s 200144 a , 15945 . 40%40%15% 5% . 35%25%35% 5%46 . , , , , , , , , , , , & 471 . : n .n , , , , .48 a . : a n .n . .n (., r ) .249 . : n . n , , , . n , , .350 . : n . n , r , , .451 . : n , , . n .552 . : n . n (., , , , ) .653 , . a . : 54For questions, please contact:n Kannon Consulting, Inc.n NAA Horizon Watching InitiativeBarbara CBobby BRandy BChar