Advertising position selection: Consistent with brand image

McDonald's will develop to the high-end market. It may sound ironic, but it's really not a joke. At the very least, the company does have the idea. Last week, a large number of reports said the big fast food brand plans to spend 1 billion of dollars "to reshape the brand to attract new customers." Widescreen televisions, softer color schemes, wireless networks, and fireplaces are the objects that are rumored to be upgraded.

But the brand faces a major challenge. Transform its storefront? No, it's really easy. The real hurdle for McDonald's is to persuade consumers to change their long-held image of the brand. This mainly relies on http://www.aliyun.com/zixun/aggregation/9371.html "> marketing means, especially advertising position."

Because consumers understand a brand, most of it is based on where the ads are located. Factors such as product, perpendicularity, and advertising creativity do not guarantee the success of the event unless they are integrated with a related media program. It's not enough to just look for a partner website that can provide a brand target audience. The key is to find an alliance that reflects the image you want to shape.

This is a goal problem: Find a website that shows the ideal image, and then accept the goal step-by-step.

Whether a brand wants to change an existing image or create a new brand image for new products, it must critically review every Web site partner to ensure they are aligned with the target image.

The mutual reflection of website image and brand image

We can refer to one of Unilever's men's personal care products Axe's current digital marketing campaign. In order to promote new products axe Excite, the perfume brand in collegehumor.com and Break.com and many other video sites have put ads. Of course, these sites can indeed provide young men this target market for axe, but that is not the only reason to choose these sites.

Axe Excite has a avantgarde slogan-"Angels will Fall". The brand follows the suggested marketing and suggestive advertising copy: "The more you love cleanliness, the easier it is to become dirty." "and" Click on it, let the feeling of unclean with the wind scattered. And that's just the beginning. Both CollegeHumor and break.com have a feature that the video in the site is mostly controversial. The images of these websites also reflect the image of axe, so they can send this message directly to the users who accept the image. In this event, it shows that the people who are subject to the controversy will think that the scent is very sweet.

Website Home cover Ads

Similarly, the current Athenos brand on the Vanityfair.com website activity also illustrates this truth. The Greek food under the Kraft brand has a new brand spokesperson: Yiayia (Greek to the grandmother), whose role seems to be to emphasize the reliability of Athenos products. The brand purchased vanity's homepage covering ads linked to a YouTube video, in which Yiayia expressed its allegiance to the product while condemning all modern things (including the internet, revealing clothing, leaving the old father alone at home). This homepage covers ads inviting users to leave the page, because Yiayia said, "The Internet is also dirty."

Why choose Vanity Fair? <0}

{0>apart from attracting of audience that's likely to is interested in healthy, low-fat foods, the property offers a smart mix The current barely issues.<}0{> is also because the site can attract users interested in healthy, low-fat foods, and because the site also raises some of the cultural issues that are appropriate. {0>the new Athenos campaign is comparably culturally-relevant in the scenarios that it presents Execution.<}0{> the scene of the new Athenos ad is culturally related and disrespectful in its implementation.

And the ad itself has some controversy, but it's still within the reach of Vanity Fair visitors. In their view, they are not trite, in fact, they are different from the traditional Yiayia in every respect. The polarization between the audience and the brand spokesperson also gives the audience a better understanding of the slogan-"Athenos, perhaps Yiayia's only recognised brand"-to better understand the brand's core ideas. This is exactly what the campaign can do to match this site.

When looking for high-end, stylish web partners that reflect their new image, McDonald's needs to work in a targeted way. The choice is indeed in the hands of buyers, but if the introduction of a new image or product, to achieve a certain balance, the risk is not generally large. How McDonald's will make this marketing plan, let's just wait and see.

(Original: May 19, 2011, compiled: Zeng Cui)