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从媒体中钓鱼——广告媒体策略浅析（Fishingfromthemedia--abriefanalysisofadvertisingmediastrategy）Foradvertisers,alwayswantedtobewiththeleastcosttoobtainthemaximumreturn,butinreallifeoftenhearadvertiserscomplain,enterpriseadvertisingismorethanhalfaboondoggle.Ofcoursetherearemanyreasons,andmediastrategyerrorisoneofthemostimportantfactors.So,howtomakereasonableadvertisingmediastrategy,toachievetheadvertisingmasterandslavemediaAmoyoutmoregolddesire?Thisisatopicworthdiscussing.FishingtheoryThefirststepinmakingmediastrategiesshouldbetounderstandwhatthepurposeofadvertisingmediaistocommunicatewiththetargetaudience.It'slikefishing,somepeoplearesuretocatchmanyfishwaswilling;andsomepeople,muchlessfish,fishcatchnofisharenomatter,itisimportanttogofishingthismattercanedifysentiment,mind-thesameisfishing,startingpointisnotthesame.Advertisersthroughthemediaadvertisingpurposesarenotthesame,thecommonmainarethefollowing:Improvetheawarenessofproducts(orservices)brands;*encourageconsumerstochangeattitudesthatarenotconducivetothebrand'sproducts;Introduceanewproducttoconsumers; Strengthenadvertisingpromotionactivities;*remindoldcustomerstobuilduptheirloyaltytothebrand;......Indicatorssuchasawareness,loyalty,purchaserate,salesvolumeshouldbequantifiedtofacilitatethedetectionofadvertisingeffectsandprovideabasisfortimelyadjustmentofmediastrategies.Afterdeterminingthepurposeoffishing,thenextthingistofindaplacewherethereisfish-"fishinafishingplace",whichiswhatthreeyearoldsknow.Butwhereisthefish?Changingmediastrategyis,whoisourtarget?Whataretheircharacteristicsandbuyinghabits?Whenisthebesttimetocontactthem?Wheredotheylive?......Theproblemoftargetobjectandfeature.Forexample,Lulualmonddew,itstargetisthecityyoungwomen,thesepeopleareeducationlevelandfamilymonthlyincomeishigher,nutrition,healthconsciousnessisstronger,thesupermarketistheirmainplaceofpurchase.Withthisinformation,Lulu'sadscanbetargeted.Whendoyoucontactthetarget?Generallyspeaking,advertisersarewillingtochoosetoadvertiseintheso-calledprimetime,especiallythoseminuteseverynightafterthe"newsbroadcast",itbecamealotofadvertisinginthesightofgoldingold. Isoutoftheordinary,astheindustryleaderinbusinessisdifferent,whenothersabandonedastrash"garbagetime"-suchastheelevennight,twopoints.Thinkcarefully,infact,itisnotunreasonable,businessisthemainfaceofthebusinesspeople,thesepeopleareusuallyverybusy,entertainmentisalsoverymuch,everydayisnotverydifficulttogohomelateatnight,broadcastadvertisingatthistimejusttoletthemsee.Notonlysaveadvertisingspending,butalsoimprovetherateofarrivalofthemessage,whynot?Wheredoesthetargetlive?Productsaregenerallyregional,someproductsinthecountry,someproductsonlyinacertainregionsellwell,forthelatter,ifholdingLimitedadvertisingcoststonationaladvertising,isabitwasted.Here,itisnecessarytoidentifythemaintargetmarket.Optitekheatingstovewehadserved,thesalesmarketisconcentratedinthenorthoftheruralmarket,makingthemediastrategy,weusetheTV+andcountyTVprograms,becausethetelevisionisthemostconcentratedtargetmedia.Mediapreferencesoftargetobjects."Carrots,greenvegetables,Martini,selectionofmediaobjectslikethemessage,willgreatlyincreasethearrivalrateofadvertisingtarget.Takeadvertisingcompanyforexample,theirtargetislargeandsmallenterprises,andthenmorespecificistheenterpriseresponsibleperson,thesepeopleusuallycontactwhatmedia?Accordingtothesurveyshow,Sales,finance,managementandotherprofessionaljournalsarethemostconcernedmediaofthisgroup.Theyunderstandtheindustrytrends,gainmarketingknowledgeandmanagement experiencefromthesepublications.So,aslongasyougototurnthe"entrepreneur","Chinesethink-tank"or"salesandmarketing",itisnotdifficulttofindsomeadvertisingbanner,1/2edition,orevenafullpageadvertisement.Idon'tknowifyoueverhadanyexperiencelikethis,thesamebait,thefishintheriver,andthefishintheponddidn'twanttobite.Whereistheproblem?Thinkcarefully,alivingwater,astagnantwater,theenvironmentisdifferent,howcanyouaskforharvestconsistent?.Also,therearealotofgoodideas,theylookonpaperforfilmflatanduninteresting,theformisfascinating,anddramatic;also,weoftenseecoloradvertisingdiamondjewelry,luxurywatches,beautyproductsinfashionmagazines,veryrealisticandvisualimpact,cannotimagineifsuchtheadsonPrintingroughnewspaper,whateffect.Ontheotherhand,creativityislimitedtoasmallmarket,andifyouputitonthenationalmedia,theeffectmaynotbeasgoodasexpected.ApigfeedTVadIhaveseeninHunan,whowasabrother,"LinCainine"to"twostars,thelocalpeoplelovedhuaguxiformperformance.Afterthelaunchofthead,itwasverypopularwiththelocalfarmers,whichgreatlypromotedthesaleofthisproduct.Thisadvertisementshouldbesaidtobemoresuccessful,butifyouputitonthecentralstationorontheprovincialTVstation,justthosedialects,I'mafraidwillmakeconsumers"cannoteat",letalonewhatsuccess.Inshort,agoodideacanonlybeusedintherightmedia.Hezonglianheng SuQinintheWarringStatesperiodthinkersourcesgezonglianheng,arecombinedwithQiChuYan,Wei,Zhao,Hansixweakernationstobalancethegreatqin.Weinthedevelopmentofmediastrategy,gezonglianhengthoughtalsodoesnotloseitspracticalsignificance.Themedia"horizontally",byasinglemediatospreadinformationisweak,iftheorganiccombinationofvariousmediastrength,weaknessesandcomplementeachother,theeffectiscertainlynotthesame,anobviouslyadvantagecancovermoreofthetargetpopulation.Usuallytoevaluateeachvalueofthemediaisiftheadsinthismediaplayercanachievewhateffectherebefore,trytoavoidthecostofadvertisinginvestmenttothemediaisoflittlevalue.Indicatorscommonlyusedforassessmentincludearrivalrate,costperperson(CPM),frequency,etc..Arrivalrate.Thenumberofindividualsorindividualsexposedtoadvertisingmessagesatleastonceinagivenperiodoftime.Thehighrateofarrivalofthemediacarrier,usuallyitsunitadvertisingcostsarealsohigh.Costperthousand(CPM).Thecostper1000personreferstothecostofreaching1000audiencesinagivenpopulation.Forexample,theadvertisingpriceofaTVprogramis1millionyuan,and50millionofthefamilycancontact,thentheCPMis20yuan. Costperthousand(CPM)=advertisingcost(yuan)/AVcrowdcontactornumberx100Frequency.Theaveragenumberofpossiblecontactinformationbetweenatarget,anindividual,orafamilywithinagivenperiodoftime.Generallyspeaking,itispossibleforamessagetoberemembered6timesafterithasbeencontinuouslycontactedbythetarget.Assessmentofthevalueofthemedia,advertiserscanaccordingtotheirownsituation,tofocusonselectedadvertisingmediatoimplementhorizontalmedia.Typically,advertiserswillspendmostofthebudgetinvested1to2majormedia,themainmediacannotreachthetargetmarketorinordertoenhancetheinformationstimulation,isplannedtobeaddedauxiliarymediaselection.Forexample,awell-knowncosmeticsinJiangsu,2001oftheadvertisingexpensesin80%wereinvestedinCCTVandsomefamousfemalemagazines(suchasgirlfriend,bosomfriend,family),andtheremaining20%wereputintooutdooradvertisingandPOP.UsingTVadvertisingtreeimage,othermediaadvertisingtopromotesales.Themediaisthepursuitofamorecomprehensivecoverageofinformation,ifwanttoletadvertisinginformationairplantinthemindsofconsumers,themediahavea"vertical"ready-continuousadvertising,graduallystrengthenthetargetpopulationdaysandmonthsmultiplying,impression,ultimatelyachieveourpursuitofadvertisingeffect.Drippingwaterwearsthroughastone.alsoisthetruth. "Let'sdoitbetter."!"Everybodyknowsthatit'sPHILPS'sadvertisinglanguage,whichisacommonplace,andalotofpeopleevenuseitasapetphrase.HowtoestablishaneffectiveconnectionbetweenPHILPSandthisslogan?PHILPSchoseagainandagaintobothertospread,wheretherearePHILPS,theremustbethispopularadvertisinglanguage.Theeffectofthisspreadisthattoday,wheneverwemention"makeusdobetter",wethinkofPHILPS,andwhenwementionPHILPS,wewillalsothink"letusdobetter",whichisthecumulativeeffect.IncontrasttoPHILPS,someoftheadsofourLordwantstorelyononeortwobigimpactadvertisingbombing,increasesalesandbrandawarenessintheshortterm,manyadvertisementsjusthaveaneffectoristoachievethebesteffect,byadvertisersremovedorreplaced,itisreallyapity.Whetheritisfishingorgezonglianheng,mediaforthisbiggold,onlytogetherinmanyways,andcantakethegoldpointtopointout.(publishedin2002.5"thinktank")Seniorbrandplanner,internationalcosmeticsfrontlineeditorialboard.Toexplorethepsychologicalonededicatedtothefieldofmarketing,inmarketresearch,brandcreativewriting,etc.haveadeeperunderstanding,hisworkscanbeseenin"manager","salesandmarketing","internationaladvertising","thinktank","businessleaders","famousbrand","Chineseoperator","Chinaenterprisesnewspaper",underthebanyantree,Chinamarketingcommunicationnetwork,global brandnetwork,Chinaprojectssuchasthedozensofmedia,worksonbehalfof"Unilever:frompluralismtofocus","from"patientcollectiveprosecution"Tongrentang","crisispublicrelationsability,"Moutai"branddiagnosisofWenzhou",andacceptthe"FinancialTimes","OrientalMorningPost","Guangzhoudaily"andothermediainterviews.Contact:authorcolumn:WangYifanbrandvision
