On the "putting and receiving" of advertisement effect in enterprises

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In order to rob the market, the enterprise should maintain a certain proportion of advertising investment every year, so that their product information to the potential consumers, but only to the large investment in advertising to bomb the market, has deviated from the original meaning of brand marketing. In my opinion, also mentioned that the value of the brand has already been separated from the "random" advertising bombing era, although advertising is a major way to establish a brand, but advertising to "do well", we must have the first to "attract their own" advertising language.

General business owners know that to make a product well, is not an easy thing. Advertising only one expenditure, so that many enterprises, not to mention other entry fees, public relations fees, assessment fees and so on. But in order to make the product success, and there is no way, to bite the bullet. But with the depth of the market, only to spend more and more, input and output is not foreseeable, really annoying ...

Case: This is a real case, is from the West cold air-conditioning dominating the market case. That year, I still remember one day television advertising on TV is very shocking: "Less than 100 points, give you 100 yuan!" The inscription is Hangzhou West cold air conditioner, the evening seems to replay many times. The next day, and see "Qianjiang Evening News" on a full-page ads, the theme is "less than 100 points, give you 100 yuan!" It's a cold air conditioner. This advertising design is a large space layout, at that time the entire layout advertising costs need about 60,000 yuan, put to today is also a great investment, indicating that the summer, West cold air-conditioning is prepared.

At that time, Guangdong province air-conditioning has not occupied the Hangzhou market, in addition to the West cold air conditioning, the number of Hangzhou's most famous Dongbao air-conditioning. I thought, in accordance with the West cold air-conditioning this arrayed hit ads, the most anxious should be its opponents dongbao. However, Dongbao air-conditioning is not a fuel-saving lamp, they took a series of counterattack to rout the West cold. They do so, they still choose the largest circulation of the "Qianjiang Evening News" and the highest-viewing West Lake Pearl television station. "Qianjiang Evening News", with two full version and through the Raphe, that is, the original eight full version of the increase into four open, the raphe link is the newspaper before the form of no use. And in the first phase of the plane ads, Phase II, a full edition, Phase III, a half version, the newspaper plane advertising fee of a total of 210,000 offensive. Meanwhile, the TV station spent 50,000 to sponsor the most popular variety show "Pearl happy Night", 50,000 as a notary fee, prizes and some print design, so that the cost is very clear. Then Dongbao in the "Qianjiang Evening News" two full version of the following large bold black words: steady\welldone\highquality\higheffidency, the phrase above is a simple copy: Please translate the following phrases into Chinese, and within 5th, sent to XX advertising company, the Pearl Happy Night "will be in the city Notary Public notary in the lottery, first prize, 5,000 yuan three P air-conditioning cabinet machine one, second prize, 4,000 yuan two P air conditioner hangs a machine, third prize, 3,000 yuan a P air conditioner hangs a machine, the activity sets up the first prize, the second prize two, the third prize three, if participates in this activity, everybody has the surprise, each has the joyful. The inscription is Dongbao air conditioner ...

The next day after the newspaper, they received 17,000 letters from consumers, the post office of the Messenger loaded with several sacks, the third day, simply inform them to go to the post office to take pieces, the post office can not send.

Advertising launch

Looking back, we can see some strange phenomenon, many enterprises have been in their own industry mixed in a year or two years or longer, still struggling; some enterprises advertising investment is still very large, such as doing three of newspaper ads, a newspaper to dozens of advisory telephone, one day is 100, it seems that the advertising effect is very prosperous, But really calculate the output ratio, may not at all make money, even the deficit is not small. Advertising is not a casual can do things, because the mix of marketing, brand building, if the heavy burden of advertising bombing, I would like to "closed" or will occupy the main position of the enterprise. Here to talk about my opinion on advertising, I hope to have some help to readers.

★ Advertising Taboo One: Do not think "expensive" = "good"

Many of the media in the local or well-known, such as Tencent, Sina, People's Daily and so on, are very well-known for some media companies, their advertising fees are also very alarming. But many do not understand brand building, product marketing bosses, will be smart to tell themselves and collaborators: just need to spend a little more money in these media to do advertising, products are very good to sell! is that really the case? Do media advertising must have a very deep understanding of their products, know where the market of these products, Market attention habits, in response to these markets advertising, perhaps the effect of small media advertising can also exceed these "big media" brought about by the effect.

★ Advertising Taboo Two: quit the comparison mentality

See competitors in their favorite media to do "advertising bombing", they want to use the same promotional means and platform to run their opponents, and even to "engage in ostentation," and spend double or even more times the price to Derby opponents more time ads. Such "emotional" not only can not give the enterprise, the product itself to bring any benign development, but also to the market for products have a "joke" mentality. If Dongbao did not "skillfully use" the media to do "their" ads, but blindly follow the West cold, then Dongbao will appear so strong advertising effect?

★ Advertising Taboo Three: out of the scabbard will receive sword

Advertising is a sword, the sheath must see blood. But if this sword is released and not well controlled, then it is only a matter of time before the evil is done, before the scabbard must consider how to control and take back the sword. For the sword, my point of view is that the sword is not better than sword, do a good job of each advertising data statistics, advertising creative feedback, and timely adjustment of advertising ideas, can be done freely.

Advertising effect Test

The test of effect is the representative of the Sword and sword. Product publicity, often choose television, newspapers, road signs, body, radio and other conventional media, a product of advertising hundreds of thousands of, millions of or even tens of millions, after the launch of a stage, its effect? Do we meet our expectations? Does the next stage of delivery need to be adjusted? How to adjust and so on? Need to be measured by scientific figures. Sample collection frequency can be once a week, can be once a month, can be two months once, or four times a year.

★ Comments on the effectiveness of Advertising standards:

No.1 brand and advertising visibility is proportional?

No.2 how much consumers can remember about advertising content?

No.3 consumers ' perceptions and attitudes towards brands are good?

No.4 advertising investment after the brand's market share increase?

My advice is: just through our efforts, nothing. The right approach is often the right path. No detours, is the biggest money, but also the biggest money.

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