Advertising can affect consumer decisions at the last minute

When advertising budgets are allocated, advertisers research target audience is as well as he can have how much time and space for advertising, and in the impact of consumer decision-making in the weighting factor, the advertising consumption relevance of the weight than the performance, interactive ability, time and space, such as higher, this kind of advertising at the last minute can directly affect consumer decision-making.

Four features of digital media

Digital media advertising includes the Internet streaming media, 3G times http://www.aliyun.com/zixun/aggregation/2872.html "> Mobile video ads." Digital media features four more than traditional media: first, the expressive force is more vivid, that is to play the power to the consumer influence unceasingly expands; second is more accurate, the Internet advertisement through the technical tracing and the text search, to the strange Netizen, first identifies the characteristic, then gives a more accurate advertisement; third, interactive, now advertising Brand has surpassed the era of pure fame, more is the brand and consumption how to form a strong emotional bond.

TV commercials, for example, can only be seen, and internet advertising is available. Like a game after going inside, you drive a sports car to find all kinds of Chinese road on the reality of things, such as the fall of the sky pot, some retrograde, head-on someone hit and so on, and you can experience the five-storey Volvo steel and arc design resolved how many problems, realize it brings you the security, The depth and intensity of this experience is beyond others. So hands-on experience is the direction of interactive development.

The forth is the space-time nature of freedom. In the present situation of competition brands in China, advertisers are not allocating money to different media types, but allocating different life forms of target audiences and their different target locus points. Advertisers are concerned about which ads are more lethal when implanted into life forms.

How will the future advertising budget be distributed?

For advertisers to judge the standard is very simple, first study the target audience who, he can have how much time and space for advertising. That is, someone in 24 hours really encounter advertising time is also 1 hours, the key 1 hours in the proportion of the ads accounted for? The increase in revenue for a media company depends on how much eyeballs the 1-hour ad has.

In addition, there are four weighting factors. First, the difference in expressiveness makes the power different; Secondly, it comes from the weighting factor of the interaction ability of the consumers, the third weighting factor comes from time and space;

For example, in the store to see an ad, for your last second decision choice can also have a direct impact. Although the time is not much, maybe TV every day, store TV once a week, but the last minute the power of change is often weighted exponentially higher.

(Excerpt from: July 2007 115.html ">26" speech at the new marketing conference)