The revelation that media buyers get from Derrie-air Airlines

Lately, it seems that everyone can be the butt of someone else's talk. Consumers have become accustomed to being fooled by the effects of some anti-mainstream movies like "real Cameras" and "TV's Bloopers & practical Jokes". Soon the cultural elite occupied the dominant position, and they released MTV "Punk ' D" since 2003.

Early this year, E! The first performance "Pop fiction," The play is about celebrities are fooled by paparazzi to the media to disseminate some false information. Last week, the story of a new airline Derrie-air the "Philadelphia Inquirer" newspaper and "Philadelphia Daily" on the issue of fake promotional ads sparked a fierce debate between the media and consumers.

The Derrie-air label says, "The heavier you weigh, the more airfare you need to pay," the concept is that the airline set the airfare fee based on the user's weight. The system allows consumers to be responsible for the extra fuel costs caused by their weight. In this respect, Derrie-air Airlines will grow more greenery to make up for the carbon dioxide emitted by aircraft exhaust.

The company website provides more information to the users, and an official spokesman has also told the truth: Airlines and related advertising only through the media for a day of advertising to prove the effectiveness of print ads and online advertising and create a discussion atmosphere.

Internet Marketers and Internet users are quite familiar with this model. This strategy is very common for brand marketers who create brand opinion through direct media purchases to produce a very ingenious viral marketing. Of course, leading advertising is also a very popular strategy, in the recently launched film "Forget Sarah Marshall", marketers are using cross-platform leading ads to impress the audience.

In most cases, the user is the object of deception, regardless of whether the publisher knows it or not, the media and advertising has played an important role in disseminating false information. For the Philadelphia media company, its media purchases are at the center of marketing events from any point of view. Before investing in the advertising strategy, companies often measure the relationship between their potential media purchases and publishers to ensure that unconventional advertising strategies are carried out smoothly. So when the combination of conventional and innovation, it played a huge role.

It should be more interesting from the perspective of media buyers and advertising planners. We have all along tried to bring more innovation to our customers ' media purchases through personalization and different web partners, and have always thought that this is the best way to attract users ' attention. In fact, most standard flat and online advertisers will deliver different results when adopting unusual strategies. This is a cautionary tale for the importance of marketing concepts and advertising innovation and the mutual cooperation between the two.

Even though Derrie-air's original intention was only to prove the powerful propaganda effect of Philadelphia's news ads, it did make media purchases work by attracting attention to media purchases, which are closely related to the effectiveness of advertising. Without a very effective channel for delivering consumer information, Derrie-air Airlines is a very interesting idea at best.

Most marketers think of marketing as a very serious job, but there are plenty of fun, gameplay and unknowns. Maybe each of us will continue to be fooled by advertisers, but when it comes to us, it is our media purchases that can help users achieve great success.

(Original starting on June 12, 2008; compiling Wang Bailei)