How to view the advertisement effect from the integrated marketing communication in the media age

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Recently the benchmark type from the media Cheng article said that their advertising effect how good, did not expect immediately by their own advertising main Ming road attack. Ming Road stressed that they have cast a lot of advertising, can not say that the effect of advertising from the media than other media advertising effect better. In particular, many media advertising effects exist "not measurable" situation.

This is a very typical case, its emphasis on "not measurable" can be called advertising marketing industry "Goldbach conjecture", Wanamaker has said, "I know that my advertising fee is half wasted, but I do not know which half of waste." That's the situation--the dilemma of the principle and method of advertising effect diagnosis

In order to solve this problem, the entire advertising industry has made a lot of efforts. More than 20 years ago, the US survey of the audience's attention resulted in a city where consumers were exposed to more than 170 brands a day, but 24 hours later, no more than three were remembered. This fits the human memory curve and is easy to understand. But in 2012, a small sample survey conducted by the Beijing University of Journalism and Communication showed that in the internet era, a netizen had more than 400 brand information each day, but 24 hours later, there were still no more than three. And the audience does not differentiate between the three sources of brand information. Netizens are more forgetful.

This involves a brand information exposure frequency of the problem of leakage intensity, in the Maozhong era, stressed that an ad to repeat 21 times to be effective. Shi Yuzhu's brain platinum is a vivid practitioner. But how to grasp this degree, but very difficult. But according to the previous exchanges with Ogilvy, Yang Lions and several marketing friends of enterprises, the information overload caused by the new media changes over the past few years has made the audience seem more forgetful. Have to increase the amount of delivery to let the audience remember the brand information. But increasing the volume is not a permanent solution. Let's look at the picture.

This is the two-factor theoretical model of repeated leaks, which it wants to explain is easy to understand: you have too little in the unit time, the user does not respond, the equivalent of your previous advertising fees. You in the unit time leakage too much, the audience will produce ads antagonistic, so as not to advertise. Therefore, a good media manager or advertising staff, will be the ad frequency arrangement of a slight overflow without oppression to the user's bottom line.

The problem is here, in this fragmented era, it's hard to pinpoint exactly where a user is in touch with the media, to calculate the cumulative effect of advertising, and ultimately to make a final decision on that medium. A simple analogy is, you can't because eat three steamed bread full, said the first two steamed bread is in vain.

In order to be able to accurately transfer and persuade, many science and technology enterprises are using this model of transmission.

The operation cycle of this model is about two months to three months or so, and it is probably enough to tell the story clearly. But from this model we should be able to see that, since the media, especially the micro-credit public accounts in the media, it is difficult to bear the "provide full formal information" and "depth of explanation and decision" role. This kind of media, on the mobile phone reading, regardless of the reading environment and the reading experience, as well as the media information of the bearer form, can not convey too complex information. For example, I pictured these small fonts, on the PC is also reluctant to see on the phone is crazy.

The model above is far from integrated marketing communications (integratedmarketing COMMUNICATION,IMC). After IMC came out in 1992, many advertising companies in the country used the theory as a media mix theory instead of focusing on its creative side. IMC is noisy in the up-and population, but there are certainly only a large 4-a companies with very rich media and creativity that are truly capable of implementing IMC. Unfortunately, in recent years, China's media transformation too fast, in the mobile internet in the two or three years of rise, traditional media decline, the traditional advertising theory, a large number of emerging media including micro-blog, micro-letter, independent blog and so on. Especially this from the media, engaged in everyone can turn their social relations into the audience, turned into the media. The advertising and PR industries are more difficult to do, advertisers are also more difficult to do, the whole industry in the painful search for transformation, all in the fear of looking for a way out, this pressure by knocking on the legs of the middle management of coffee to pass to the work of the grassroots staff, so always spread to the industry inside the dead, This is the scariest symptom.

Fortunately, the emergence of new media in the end also requires a large number of advertisers support, this demand has led to a large number of new media alliances and advertising agencies. The emergence of these organizations provides the basis for the standardization of advertising and PR delivery and the rebuilding of IMC in the new media environment.

Therefore, when we look back to the dispute between Cheng and Ming Dao, I think more reason is because Cheng has eaten no cultural deficit, not too understand the market theory of common sense caused. It doesn't blame him, he is a media person, not responsible for the market work.

In fact, I hope that Ming Dao and Cheng can join hands to fry the matter.

As a result, you can embed the Ming road brand information in the quarrel, Help Ming Road expand brand awareness. Let the ads do not complain about the media from the loss of food.

Secondly, it can help Cheng return to the tech circle-he recently behaved more like the kind of Qigong master Mr Ma likes, and the tech circle looks forward to his precipice.

Typos, this mutual hype can benefit both sides really produce value, but also self proof of the value of the media. Not because of the decline of the industry's iconic figures and the transition to the consumption of other people.