Media choice big is not good

"Big" is good, almost all advertisers to put the media evaluation criteria, large users, large flow, large performance, as long as the http://www.aliyun.com/zixun/aggregation/13145.html "> network media itself large enough, Then he must be a good communication channel, some advertisers even analyze the media annual financial statements, which media make more money to vote for. Yes, the big media itself has a large user community, there are valuable brands. But is the simple mass media the standard of advertising? Men choose Women if it is to get married, there will be a deeper level of evaluation criteria, and not just stay in the pursuit of the Big Cup, for marriage, F Cup cups may not be more than a cup more market. Also in the network advertising, the big media may not bring together the effect.

Advertising and media choice are fundamentally the butt of demand and supply, and the main factor to fit is the right, not the other. The dissemination effect is suitable, the expense expense is suitable, the media and the product characteristic is suitable. Every advertising campaign has a clear point of purpose: Brand tree building, brand maintenance, product promotion, channel development, promotion, activities, public demand and so on. Although all follow the advertising effect = media x creative principle, but does not mean that the choice of a large media can bring excellent advertising effect, which also involves the cost of consumer communication. The larger the media means that its user characteristics of the broader, the user in the media interests of the more dispersed, the proportion of the target to achieve advertising is lower, the proportion of in-depth communication is lower, the higher the unit cost.

The reason why there is a large media effect of cognitive misunderstanding, is because the advertisers first have the idea, expect to rely on large media to expand the impact of creativity, to obtain better results of dissemination. This is lazy after the cart before the horse, creativity is a variable, the media is quantitative, the first fixed media, and then according to the characteristics of the media to match the creative, so as to ensure the maximum effect, more importantly, the cost of the unit effect is the lowest. Portals, vertical, search, gaming, and community values, regardless of size, may have no difference in the effectiveness of the Unit advertisement. Although let some advertisers not bad money, although that half of the wasted advertising fee is unavoidable, but at least let the money spend more certainty. (Shenlu)