\At this stage, many companies television advertising; However, many companies put in later, and did not achieve the desired effect. TV media in China today is entering a period of rapid development, satellite TV, cable TV, digital pay TV, television buildings, hospitals TV, mobile TV blowing all kinds of nouns. Enterprises are now facing the situation is an open, complex media environment of television advertising,
ecco men shoes, how a city today with an average of thirty or forty channels of multi-channel era, accurate and efficient business ads placed in front of a big event. Choose the right media placement
marketing strategy for the successful implementation of great importance, but in the complex environment of the television media, from TV to search for the many to the appropriate business development TV media platform, or the need for consuming a series of setbacks for.
certain advertising services for the market to contribute to increasing sales, advertising, consumers can also play the role of the tips will not forget the role to achieve the purpose of branding.
advantage of television:
\; mandatory media day and night can be seen (the audience may not read newspapers,
ecco golf, but will be watching TV)
\; high to reach low cost per thousand (CPM reduced the mandatory media)
\refers to a brand advertising in media ads in the same share of share of voice, the more clearly deliver advertising messages, effectively highlight the brand image.)
\the impact on consumer behavior (greater impact on consumer buying decisions)
advertising companies have the following purposes:
1, to maintain market share and expand the market in order to occupy more market share. (Sets broadcast)
2, the industry to maintain market dominance in the market, create brand within the industry. (Brand sponsored sections)
3, to expand the market and shaping the brand at the same time shape the corporate brand in order to maintain consumer brand loyalty. (Set of broadcast and brand sponsors will invest)
TV ads in the following points:
⊙ rationality
ads from 2004 - We all can feel in 2006, the situation has changed. Many of the companies disappeared, many companies hard, and why? These phenomena show that development of the industry has entered a cycle of 20 years, were to phase out, followed by the arrival of the industry is mature stage, the brand is about the era, each industry sector's intensive advertising brand advertising has reached the reasonableness of . ---- Intensive series of brand communication management tools, means of brand communication is intensive, that is, the effect of television media planning and the relationship between the main factors - advertising content, form, play length, frequency and broadcast advertising time, so that reasonable to put in; one carrier in advertising, content, form, play length, frequency and ad slots play no obvious strategy for the wrong circumstances, the higher the frequency the better ads, that is, advertising effectiveness and frequency of advertising is proportional to, obviously example is \But when the advertising carrier, content, form, play length, frequency and broadcast advertising time in the case of obvious errors, then the high frequency is difficult to shake the market's nerves sensitive point.
⊙ continuity
ads \A household electrical appliance enterprises spent six million put CCTV three months, the sales did not improve, stop the TV advertising! advertising and brand to the long-term, sustained investment in order to be effective, consumers make purchase decisions is not a short period of time , need to go through contacts - Note - cause - to understand - get - attitude change - the memory - the process of action, the consumer brand awareness and take the next step of action requires constant reminder ads.
⊙ put the channel dispersion night and other periods because of
low ratings, many companies specialize in sets of broadcast advertising to make the so-called set of broadcast channels is to waste time all together, packaging, sales to businesses, because the exposure appears to multi-frequency, length very short, cheap, wide coverage, there are many times the actual broadcast late at night or after a replay part; survey shows that 94.8% of people will not repeat there is no cultural or watch some quality of the brand column, so that Mistakes many companies into advertising! enterprises should concentrate its limited advertising money into a television channel, such as ANTA put a lot of sets of central 5 sets broadcast, adopted a \power is highly concentrated, high return on investment! broadcast a large number of repetitive units, so that ANTA brand in a very short time to become well-known brand sports shoes! and to the central 5 sets of shoes and apparel brand packaging become the most effective TV media, as well as Jinjiang shoes, apparel companies competing to invest heavily in advertising CCTV Channel 5,
discount ecco shoes, and the emergence of a large number of well-known athletic footwear and apparel brand. (such as special step, Pick,
ecco casual, seven wolves, rich bird, seven wolves, Ba Jin, Lee Lang, etc.).
⊙
ads put the data of the number, price, covering several different channels, also make some enterprises to enter the television advertising errors, ignoring the running of the time, seconds each play costs, cost per thousand, cost per rating point, the total rating points, share and other data in response to a certain extent, the value of the media, not only attach importance to some of the surface data, which is the amount of the inspection, more qualitative study to focus on media, such as the media's image, product features; business audience consistent with the part the audience, part of the reputation, loyalty, in part the influence of the audience and so on. If the groom Chinour launch in 2006 CCTV > part, is because the product features and columns do not match, a crushing defeat; Newman sponsored in 2006 > obtained great success.
⊙ seasonal advertising
many companies only in the advertising sales season, the off-season to a complete stop. everyone knows, the brand and the formation of consumer purchase behavior is a long-established, to continue to convey to consumers information on companies and brands! even the off-season, do not stop the publicity, so you can take the mental resources of the media and consumers, better weaken the strength of competing products. Procter & Gamble do very representative! P & G has never stopped advertising, season and step up publicity efforts to improve the exposure frequency, a decrease of the off-season running, but does not stop, just reduce the frequency of it, always in front of consumers appear, will not let consumers strangeness, and increase their impression of the consumer! It is like falling in love, boyfriend girlfriend, three roses, is a full effect to her, and still am one, at noon a night, an effect Okay?
⊙ corporate advertising strategy
regional general two types: one is intended to expand the situation in the sales business, one is intended to squat in a number of regional stability market and continue to shape the brand of the enterprise. using sets of radio or television media sponsor and corporate product features and columns columns of character, you can play to the sales promotion and branding effect. to TV ads and ads feature hard to participate in TV programs News of the soft way. television advertising should be a double appeal, advertising feature films to portray the theme of corporate branding, brand development company focused on the many promotional advantages. to the provincial market as the target area, the brand sets of broadcast delivery, the demands of rational corporate brand; to advertising as a secondary feature films, focused on strengthening the brand in the consumers mind the purpose of the brand image.
⊙ television media selection and excellent contrast
Chamber of advertising services for the customer , concerned about the effect of advertising customers and will be the premise of advertising for the following points
:
put before the media planning (for the customer's media placement plans to provide data to support)
Market Analysis (competitive analysis, opportunities, market analysis, target population analysis)
media analysis and monitoring (air effect, mass, length,
ecco golf shoes, frequency, time report: the target audience analysis, attitude of the media, advertising reach, brand recall and)
media name, media time, length, frequency, investment broadcast time period, are very important business advertising options and television media options affect the corporate brand image and market expansion. enterprises in the ads should be put before the analysis, calculate the cost of each player and play contrast, choose the most cost-effective TV media placement programs. If a corporate price per play 200 yuan, 20 times a day play sets broadcast, if the number is 50% of the broadcast and other garbage in the middle of the night part time or replay of the broadcast, it is equal to the actual player prices up 50%, is equivalent to the number of broadcast reduced by 50%, such as late-night replay of garbage time and the arrival rate is very low column itself, at times not consistent with the actual broadcast advertising effectiveness.
company is doing the advertising strategy to conduct a comprehensive analysis, do not blindly believe that the advertising company's proposal, from the enterprise product features, positioning, market conditions starting to develop advertising strategies, from CCTV to the provincial TV channels and then to the provincial land Numerous television prefecture, located in different television transmission of different regions have different transmission values, how to focus on the development of corporate marketing choice to determine television media placement,
ecco shoes outlet, you need to start business in many ways, on television media scientific assessment of the performance, and ultimately find their own communication carriers.
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