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, 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 strategy for the successful implementation of marketing is extremely important, but in the complex environment of the television media, from TV to search for the many to the appropriate platform for enterprise development, television media, or requires 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.
the most extensive media coverage
mandatory media day and night
see high arrival rate is low cost per thousand (CPM reduced the mandatory media)
< br> The most easy to obtain high share of voice in the media (voice refers to a share of brand advertising in media ads in the same share of share of voice, the more clearly deliver advertising messages, effectively highlight the brand image.)
on consumer behavior (greater impact on consumer buying decisions)
In general, corporate advertising has the following purposes:
1, to maintain market share, 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:
1. The reasonableness of advertising
everyone from 2004-2006 can feel, 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 . ---- Series of intensive brand communication management tools, means of brand communication is intensive,UGG boots cheap, 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.
2. Advertising continuity < br>
\dual benefits. a household electrical appliance enterprises spent six million put CCTV three months, 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 are not short period of time, need to go through contacts - Note - induced - to understand - get - attitude change - memory - course of action, the consumer brand awareness and take the next step of action requires constant reminder ads.
3. delivery channels such as dispersion
night time because 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 for sale to enterprises, as seems more exposure 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 part of the brand, many companies into advertising errors! 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 \interference is high, attention is highly concentrated,UGGs, 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 footwear, apparel companies competing to invest heavily in advertising CCTV Channel 5, and the emergence of a large number of well-known athletic footwear and apparel brand. (such as special step, Pick, seven wolves, rich bird, seven wolves, Ba Jin, Lee Lang, etc.).
4. ad
put the data of the number, price, number of channels covering a number of companies, also made into a television advertising errors, put in the time neglected, the number of seconds, each play costs, cost per thousand, cost per rating point, the total rating points, share data such as reaction to a certain extent, the value of the media,Bailey UGG boots, not only attach importance to some of the surface data These figures are only the amount of the inspection, the media should pay attention to the quality of the investigation, 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, etc. .
5.
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 long-established, To continue to communicate 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. P & G to 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 consumers have the impression! It is like falling in love, boyfriend girlfriend,cheap UGG boots, three roses, is a full effect to her, and still am one, at noon a night, a good effect?
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