The characteristics of the media determine the choice of advertising

Do you remember the last time you received the letter? I'm not referring to emails from businesses, but to your friends writing letters to you. If you have a crush on everyone, you may need to think for a while. But I am sure you will remember the last time you received your letter. You will feel the envelope, feel the joy of opening the envelope, and receive a hand-written thing when excited.

Because of the advent of e-mail, each of us has become increasingly rich in means of communication, not just the traditional way of handwriting. e-mail through is about a specific topic of information, although there are a lot of rich expression behind it, but with the opening of traditional letters, the feeling of open e-mail reading on the screen is still cold. E-mail is fast, but also very short. It's just for a moment.

If you want to carry out integrated marketing and use the media to communicate with users, it is useful to compare written letters to emails. Both forms of communication can convey the same message, both of which have very different effects. Even if the world is the same, there will be no unified communication, because it will have a different impact on the addressee. They all use the same words, but they can't convey the same message.

Too many media choices

Now, there is more room for choice in marketing. What media to use for publicity activities, mainly by the demographic structure, purchase behavior, user interest and so decided. Although our media chooses to be guided by financial spending and expertise, this approach can produce good results. Choosing to advertise on http://www.aliyun.com/zixun/aggregation/31786.html "> Print media, online media, TV or radio means finding the target audience we want.

There is nothing wrong with this method. For most of us, it works very well. But this way cannot go too far. With the increasing popularity of the network, whether an enterprise should be on the Internet advertising is no problem. Unless you are advertising to people who are rarely on the Internet, you can generally calculate the number of online users quickly.

Why do you advertise online? It doesn't seem to be a problem if we can be sure that the people we want to approach are interested in surfing the Internet. Online activities can be evaluated, interactive, and highly targeted. The web is a glamorous medium that provides us with what we didn't have before, and it quickly calculates the return on investment. In the past, only half of the ads worked, but we couldn't measure it. Today, we quickly work out the effects of advertising.

How do you choose where to advertise? How do you choose the right media for an integrated campaign? How do you know how advertising campaigns work? Answering these questions means looking at the media in a new way, getting out of the confines of the demographic structure, and seeing how people react to different media based on the characteristics of the media. This is not to say that only the media tool or the contextual target approach, which means we need to think deeply about the characteristics of the media.

The choice of emotion

Let's go back to the examples of letters and emails. If you want to express your loyalty to someone, what media would you choose? There is no doubt that people will choose traditional letters. Email does not work at this time.

And why? Because letters are material. It is emotional and can hint at what the words on the screen can't convey. Letters are more personalized, because the people who write letters are written by heart. He wrote each word with a pen and paper. Writing by hand is a process of individuality, and creative activity creates a link between the author and the addressee that is not communicated by email.

If you can achieve the best media mix and launch an integrated marketing campaign, this lesson is extremely important. Print media can do what we can't do on the web. The printed thing is more emotional, and it creates a personalized, emotional connection that works better than the screen. Of course, it has its limitations. You can't find, interact, click, or link to other publishing products like on the web. Unless you have sufficient funds, you will not be able to provide all the information required by the company.

The medium of Reason

Network, on the other hand, is a cool medium. Because the site is not actually there, unless in the sense of virtual, it does not print media, movies or other intuitive media have the emotional effect. Keep it simple, but ask yourself: When was the last time the site made you cry? And when are movies and books?

If the material media provides more emotional results, the network provides a more rational buying process. Interactivity, depth of information, search and link functions, and so on are the effects of the network. TV commercials or print media ads for new cars will make you hot, but when you study which car to buy, the information from the Web will give you access to the decrypted content of the transaction.

Three major elements of integrated marketing

Choosing which media or media mix requires you to consider more than just the location of the user base. Because, in most cases, users are everywhere. What we need to focus on is why users decide to interact with a medium.

The reason people surf the internet is more complicated than watching TV. The reason people read magazines is also more complicated than the reason why they turn on the radio. The mistake many advertisers make is to make sure that an ad campaign is separated from the media they see. Magazine ads are different from web ads because the characteristics of the media change the effect of advertising. If the word is the same as the design, the ad campaign on the web is different from the print media.

There are three factors to consider when developing an integrated marketing campaign: Who do you want to advertise? Where are they, and when will they be able to see the information? What are you doing? If you want to influence your users emotionally, you must use an emotional medium, such as print media or television. If you want them to take action, interactive media such as networks are the best choice. If you want to allow users to take action based on physical condition, the effect of mobile or outdoor media is better.

Media effects vary widely, and choosing where to advertise is not difficult. Making the right choices means getting out of the numbers, knowing what you're saying, and understanding the right media to communicate.

(Original: July 9, 2007; compiling: Song)