Some matters needing attention in Network advertisement planning

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Pengxiaodong teachers think that an advertising plan often involves a variety of factors. As far as entity is concerned, it is the content of advertising area, advertising object, advertising product research, media information and website data.

The geographical nature of advertising refers to which areas the enterprise intends to implement advertising, advertising to cover how much scope. The choice of advertising region to consider a variety of factors, the region is not the enterprise product marketing market, there is no demand for such products, there is no corresponding purchase capacity and other factors are the first consideration. Generally speaking, an enterprise's advertising plan is often in line with its marketing plan, the marketing plan has the regional nature. such as national, urban, southern market, the North market. In this way, advertising planning has a corresponding regional color, unless to open up new markets, advertising programs are always subordinate to the marketing plan. For network advertising planning, in addition to the impact of enterprise marketing plans, the popularity of the network itself is a strong regional factor, to implement the network advertising, no network is unimaginable. As to the situation of the network, the factor of netizen proportion is the specific link of the regional factor of the network advertisement. When engaging in the regional planning of network advertising, we should also consider some other factors related to the region, such as the religious and cultural characteristics of the area. The popularity of similar ads, the recognition rate of similar products and market share, the characteristics of buyers, purchase motives, purchase psychology, the company's recognition of the region, the Territory's recognition of the enterprise, the local can provide sales, local residents of income and living standards, potential competitors. These factors are related to the local indirect factors, to the network advertising planning, in each specific planning details of the formulation, must not ignore these factors.

Another entity factor is the ad object. In the network advertising, the audience is mainly netizens, but in addition there are indirect advertising objects have, such as the spread of netizens can affect people around the purchase behavior, these people can be called the second object, which will form the third, fourth, such as multilayer advertising objects. Therefore, in the planning should not be limited to advertising objects in netizens, of course, the planning of netizens is the first condition to win multiple objects.

As an object of advertisement, netizens are the target market established in the marketing, and also the potential customer of the product, which is the factor of the enterprise marketing and the result of market segmentation. With a clear advertising target is the Internet advertising, but also the primary work of other advertising, only to identify the object of advertising, can draw attention to these people, distribute their desire to buy, to promote the purchase of targeted advertising. Advertising planners to find accurate advertising object is not easy, all netizens are not necessarily advertising objects, to seriously study the market, after careful layout and meticulous division, can basically determine the advertising object.

Enterprises in the advertising, as well as advertising planners in the design of an advertisement, the accurate grasp of the object of advertising needs to seriously study the market. Market segmentation can determine the accurate advertising object, in the advertising object planning often appear not to the object of ambiguity, virtualization and widespread. Many manufacturers and advertisers have always idealized that all the people are buyers of their products, this is the typical virtualization and widespread error, "Public" is non-existent, life only a specific person composed of a certain similarity of the group, without the public, the object as a public is a vague and virtual. Advertising object Planning Another noteworthy problem is that the object of research is not specific and meticulous, grab one and cover hundred, so simply can not find the object of the consumer focus, in some seemingly important, practical but insignificant problems to spend great effort. This is often a fatal factor that affects the overall effectiveness of an ad, but is often overlooked. More advertising planners are willing to work on "design", "idea", "pattern", "color", and do not do enough for the fact that is important behind the article.

There are a variety of indicators to depict advertising objects. For example: Sex, age, culture, income, interest, occupation, etc. Different sex People's demand preference is different, especially in the necessities of life beyond the extravagance of luxury consumption is more than a difference, if the product is the introduction of its own sex color, then, the sex ratio of netizens to judge is important. Age is also a factor, young man, especially unmarried, more concerned about how to make their own more perfect and romantic, clothing, cosmetics and other goods often do not hesitate to spend money, married people are more practical, to children, family decoration, daily these practical problems more attention, if your product is household appliances, Then, it is necessary to choose the age of a large group of netizens. In the same age group of netizens, will also be in the income, interest, occupation and other aspects of the performance of the difference, income is the primary factor in determining consumption, different income levels often have different consumption structure, the planning of the income level of the Internet users mainly based on advertising information in the investigation phase of information processing integration In the minds of the planners to form a more clear impression, accurate division of the income of netizens than with the population, so as to decide what grade of products, decided to use what kind of advertising tone. Another factor associated with internet users is careers, where special occupations tend to have specific consumer needs and motives for consumption. The professional distribution of netizens may not show regularity, but the characteristic website certainly has the Netizen's many commonness, to these characteristics and the commonness grasps is in order to analyze the Netizen's consumption motive and the consumption preference, based on the different professions ' commodity approbation is different, in engaged in the advertisement planning, this must grasp accurately, achieves the target.

At this stage, the Internet advertising is still somewhat new, compared with the traditional advertising, the scope of its spread is still limited, the internet crowd, often just a small number of local people, these netizens themselves also show diversity, income, occupation, culture, psychology and so on are dispersed, it is difficult to form accurate grasp, This seems to be a thorny issue in online advertising today. However, with the popularization of network, Internet technology and other scientific and technological means of development, the analysis of advertising objects will be more and more refined and accurate. Network advertising will also use the development of technology to enhance the targeting of advertisers, so to win customers. To be sure, with the popularization of the network, network advertising will be gradually mature, advertising objects will be more clear.

The entity factors of advertising object Planning also include the planning of media. Advertising media planning is the first to engage in advertising planning people began to discuss the problem. In today with the development of advertising industry, advertising planning has entered a meticulous, comprehensive, easily million-word program formation process, advertising media planning is more important and indispensable. The main problem of advertising media planning is the selection and combination of media. Consider what kind of advertising media you choose, such as television, radio, newspapers, streetlights or other media. Of course, in online advertising, the main media is the network, but almost no one advertiser and business owner is the only advertising on the network, which is related to the combination of media issues, choose what media to cooperate with each other in the specific form, broadcast time, Layout layout choice, duration and other factors to achieve mutual cooperation and consistency. In modern advertising, the media has a much wider choice, various forms of advertising is a variety of, this is not only the opportunity is also a challenge, said the challenge is because of the numerous media in the combination of difficulties, how to spend the smallest cost, to achieve the best combination, will be the most effective advertising to fully promote society, is the focus of modern advertising planning.

For network advertising, the media is primarily a network. The media planning is mainly refers to the choice of the website, website and other media, the site is different from its coverage of the crowd also have differences, choose the right site is targeted to the Internet users to promote their own products, different Web sites on the cost of advertising is also different, combined with cost input, broadcast frequency, broadcast range, internet characteristics, Website reputation and other factors related to the site's countermeasures and analysis is the site planning. After choosing the website, we should also consider the form of advertising and the collocation with other media. In the form of web advertising (Banner), icon ads (picture), text Ads (Words). Classified ads and other such forms are often closely related to the characteristics of the site, only the full study of good sites, will be in the form of unity. Pengxiaodong teachers think that network advertising in the media selection and combination of the main forms should be considered: CTR, coverage, credibility and other issues. Its thinking can be considered from the advertising purpose, advertising cost, marketing market, competitor, potential market and other business environment related to the enterprise. ...... (to be continued; the copyright belongs to Pengxiaodong teacher all, if need to reprint, please indicate the author and the source; Beathers! Pengxiaodong, international professional trainer, real-world marketing management experts. Enterprise senior training coach, National registered senior management consultant. Enterprise Management training Ten famous teachers, China's advertising media marketing training first person; MBA, Senior advertiser, media person, planner; Weak advertising customers strong survival law advocates, "weak advertising media strong marketing" disseminator, Chinese advertising Media Marketing Force Research Institute, Director of the Oriental God Bird Media Organization CEO. Invited expert (lecturer) of Shenzhen Institute of Management, Wuhan University; Founder of China Advertising Media Marketing Training network; familiar with and proficient in all kinds of advertising media marketing, planning, sales, packaging and other training; A number of well-known training institutions distinguished lecturers and authoritative media columnist, received a variety of awards, trained hundreds of well-known enterprises, hundreds of thousands of people listened to Peng Teacher's sincere teachings and achieved excellent success; Pengxiaodong Teacher VIP line: 13076066155 e_mail:pxd_2006@126.com << Pengxiaodong teacher >> Search)