What is the advertising medium for dry goods collection? Marketing people come and have a look!
Traditional advertising media
Generally speaking, traditional advertising media only include newspaper media, magazine media, radio media and television media. The main function of traditional advertising media is to spread commodity information and receive audience information. A product spreads information through advertising media, lets people know the content of the product and urges people to buy it, which is the biggest function of traditional advertising media.
1
Newspaper media
Newspapers are one of the three traditional news media. Newspapers use printed symbols such as words and images to regularly and continuously transmit news, current affairs comments and other information to the public, disseminate knowledge, and provide entertainment or life services at any time. Generally, they are distributed in the form of scattered pages. Newspaper is the earliest carrier to spread advertising information to the public (consumers), and it is still one of the commonly used advertising media. With the demand of readers and the development of media, there are more and more pages in contemporary newspapers, and the quality and quantity of information services have been greatly improved.
(Bao Jing)
Advantages:
1, you can read it at any time, there is no time limit, and you won't miss the news reported at the specified time like TV or TV programs;
2, circulated to each other, the number of readers can be several times that of printing;
3. Even people with low reading or understanding ability can spend more time absorbing the reported information;
4. With the popularity of the Internet, the circulation of electronic newspapers is stronger than that of traditional printed newspapers;
5. Wide coverage, strong timeliness, convenient storage and reference, and low price.
Disadvantages:
1. Due to the deadline and publication factors, it is impossible to provide the latest information and correct it immediately;
2, too much paper brings inconvenience to carrying and circulation;
3. Compared with the video clips of TV and radio, the images and words are less shocking and infectious.
(Rolls-Royce's advertisement in the newspaper)
This is an advertisement planned by david ogilvy, the father of advertisement, for Rolls-Royce on 1959. At 60 miles per hour, the loudest noise of the new Rolls-Royce car comes from the electronic clock on the car. Advertising in newspapers has not only brought about a surge in sales of Rolls-Royce cars, but also become an important representative of works in the advertising industry and newspaper advertisements.
2
Magazine media
Magazines, like newspapers, are also a continuous publication that transmits information through printed symbols. Magazine is an intermediate medium between newspaper and TV, and its theme organization, high-definition pictures and stylized words form the persuasiveness of combining rationality and sensibility.
(magazine)
Advantages:
1, with strong pertinence and strong reader selectivity. The biggest feature of the magazine is its strong selectivity and clear goals. Most magazines focus on some special knowledge introduction, or aim at a certain group. This feature of magazine media can be shown by the type, age and income of target readers. Advertisers can choose the magazine type that is most suitable for publishing advertising information and can best deliver advertising information to the target audience according to their own situation and product characteristics.
2, beautifully printed, illustrated. Magazine paper is of high quality and printing facilities are good, so the quality of advertising production and printing is much higher than that of newspapers, especially color pictures. Well-printed magazine advertisements can produce strong visual stimulation and leave a deep impression on readers. Used in cosmetics; Clothing, shoes and hats, mobile phones, automobiles and other products often need to highlight and express their appearance, style, color and so on. Magazines are more suitable media.
3. Information has a long life cycle, which can be read repeatedly and preserved for a long time. Magazines have a large amount of information, a long circulation period and strong knowledge. Therefore, the information life cycle of media is obviously longer than that of newspapers and other media. Because magazines have a long life cycle and are often circulated, the repetition rate is usually high, which has become an important "quality" standard for investigating magazine media. At the same time, advertisements published in magazines also get the opportunity to read repeatedly.
Disadvantages:
1, with long release period and poor timeliness. Magazines are not published every day. Monthly magazines are the most common. Others are weekly, biweekly and bimonthly, quarterly, semi-annual and annual. The publishing cycle is relatively long, and they can't respond to market changes as quickly as newspapers. Therefore, they are only suitable for those advertisements with low timeliness requirements, such as corporate image advertisements and long-term sales advertisements.
2. Narrow layout, small information capacity and small advertising audience. The format of the magazine is not very big. Common formats are 16 and 16, while others are 32, 32 and 8. Due to the limited layout area, advertisements cannot contain too much information, which affects the attention of magazine advertisements. In order to solve this problem, magazine advertisements adopt the methods of multi-page, folding and cross-page to increase the layout area, so that advertisements can accommodate more text and picture information. In addition, magazines often have a specific readership, which enhances the selectivity of advertisements, but also limits the number of advertisers.
(Smart car ads in magazines)
The picture above is a print advertisement of smart car in a magazine. The slogan "siempre hay un hueco" means there is always a hole. As can be seen from the picture, as long as you open the inside page of the magazine a little, you can see the original hidden red car. Obviously, this car is very smart. The meaning of the advertisement is very simple. Text combined with pictures tells readers the characteristics of smart cars, such as small size and small floor space. As long as there is a small space, smart cars can accommodate it.
three
Broadcast media
Broadcast media is a kind of mass media, which regularly transmits sound and image programs to a wide area through radio waves or wires. Since its appearance, broadcasting has always been an important advertising medium. Although radio has suffered a certain impact after the appearance of television, it still has a considerable audience because of its simple equipment and rapid spread, and it is still one of the important advertising media because of its low advertising cost.
(China People's Broadcasting Station logo)
Advantages:
1. Broadcasting is an auditory medium: using sound symbols, using audio language as the main means of communication and appealing to human hearing are the most fundamental characteristics of broadcasting. The human voice can explain things, convey emotions, sounds and emotions, and it is authentic. Radio can also use music and sound to increase the sense of the scene of the program, making it three-dimensional, spatial and situational, so it has a strong appeal.
2. Fast propagation speed and strong timeliness: the broadcast content is transmitted by radio waves at a speed of 300,000 kilometers per second, and the broadcast sound is almost synchronous with the sound heard by the audience. The production, transmission and reception are simple, and the timeliness ranks first among all kinds of mass media.
3. Wide spread: The spread of radio waves is not limited by spatial distance, geographical environment, weather, traffic, natural disasters and other factors, so the spread range is wider than that of printed media.
4. Wide audience: listening to the radio is not limited by time, space and the education level of the audience; Broadcast receiving equipment is light and cheap, and can be carried around, which is convenient for listening at any time and anywhere.
Disadvantages:
1. The information broadcast by the broadcast media is poorly preserved: the sound is fleeting and leaves no trace; Complex content is often not easy to understand.
2. The audience selectivity of the broadcast content is poor: the broadcast is spread in chronological order, and the audience cannot freely choose the program at the same time.
3. The audience is widely dispersed: as long as you have a radio, you can listen to many radio stations, and the number of radios is very large, so the broadcast audience is actually in a wide, scattered and uncontrollable state.
Listeners are often in a state of inattention: when listening to the radio, listeners can engage in other activities at the same time, so they lack concentration.
Radio stations mainly provide four types of advertising time slots:
One is to provide program advertisements. Stations set aside a fixed program time, which is nominally provided by advertisers. Customers who provide programs can insert advertisements in the programs, and the fees for providing program advertisements are generally higher.
The second is commercial breaks, that is, advertisements played between programs.
Third, broadcast advertising programs, in a fixed period of time, continuously broadcast the advertisements of several advertisers. Commercial advertisements and radio advertisements are usually charged according to general standards.
4. Time-telling advertisements, which are broadcast intermittently from time to time, are usually advertisements of watch companies. Time-telling advertisement is both an advertisement and a time-telling service, with high attention from the audience and high advertising price.
four
Television media
Television is an audio-visual communication tool, which uses radio waves to simultaneously transmit and receive sound and images (including text symbols). It is a multi-functional mass media. Since its appearance in the 1930s, television has been facing a wide audience with a brand-new look and has penetrated into thousands of households. It has produced more and more influence in the field of communication, and it is also one of the main media to spread advertising information.
(Game advertisement of fishing up 2 in Zhejiang Satellite TV)
Advantages:
1, the communication screen is intuitive and easy to understand and vivid. Television is the spread of audio-visual integration, and people can see and hear all kinds of life events with their own eyes, as if they were around.
2. Strong impact and appeal. Television is the only perceptual media that can be dynamically demonstrated, so the impact and appeal of TV advertisements are particularly strong.
3. There is a high rate of attention. Television has become popular in most countries and regions, and watching TV programs has become an important part of people's cultural life.
4. It is beneficial to deepen the impression. Television advertisement is a kind of advertisement with both audio-visual and continuous activities, which can vividly and prominently display the personality of the advertised goods from all aspects.
5, is conducive to stimulate emotions, increase the confidence and determination to buy. Using TV advertisements, the goods are displayed in front of every family member, which makes people hear and see, and it is easy to have a good impression on the advertised goods, thus generating interest and desire to buy.
Disadvantages:
1, affected by the viewing environment, it is difficult to grasp the communication effect. Television needs a suitable viewing environment. Without this environment, it will fundamentally block the spread of television media. In this environment, the number of viewers, the distance from the TV screen, the viewing angle, the volume of TV, the quality of equipment and even the signal receiving function of TV antenna directly affect the viewing effect of TV advertisements.
2, instant communication, passive acceptance. Television advertising can only complete the task of conveying information in a short time, which is an extremely harsh prerequisite. The audience accepts television advertising in a completely passive state, which is also the characteristic that television advertising is different from other advertising media.
3, the cost is expensive. First, it refers to the high cost and long period of advertising production of TV itself; Second, the broadcast cost is high.
4. Not conducive to in-depth understanding of advertising information. The production of TV advertisements is very expensive, especially in prime time. The length of TV advertisements is mostly between 5 and 45 seconds.
5, easy to produce resistance. Because of the remarkable effect of TV advertisements, more and more customers use TV advertisements, and TV programs are often interrupted by TV advertisements, which is easy to cause audience dissatisfaction.
(Southern black sesame paste advertisement)
This is an advertisement of southern black sesame paste put on TV by 1992. It uses a nostalgic theme and tells an interesting story of a teenager wearing a cotton shirt and southern black sesame paste in a Mashi Hutong in the south. This advertisement of black sesame paste in the south has been a great success and has far-reaching influence. And afterwards, the cry of "Southern Black Sesame Paste" in the commercial was sung all over China, and this fragrance has been fragrant for 20 years. Today, we can still buy southern black sesame paste in the supermarket, with the same aroma and delicious taste.
network advertising
Corresponding to the traditional advertising media, online advertising is produced with the development of the Internet.
Internet advertising is an advertisement made on the Internet. It is a high-tech advertising operation mode to publish or publish advertisements on the internet by using advertising banners, text links and multimedia on the website, and deliver them to netizens through the network.
(Internet advertising)
Advantages:
1, low cost. Although the advertisements of radio and television stations are calculated in seconds, the cost is also tens of thousands; Newspaper advertisements are also very expensive, which is beyond the affordability of most units and individuals. Internet computer network saves the expensive production cost of newspapers and periodicals printing and radio and television stations, and the cost is greatly reduced, which is affordable for most units and individuals.
2. The transaction probability is high. Most advertisers passively accept advertisements from traditional media, which is not easy to produce results. If 200,000 people see a product advertisement on TV, 95% of the audience may not be interested and forget it immediately after watching it. However, on the Internet, most people who come to advertise come to inquire with a desire to buy, and the possibility of clinching a deal is extremely high.
3. Multimedia dynamics. Internet advertisements can be made into multimedia advertisements integrating sound, image and animation at the request of merchants. This is unmatched by other newspapers, magazines and radio advertisements. Compared with TV multimedia advertisements, the price difference is obvious.
4. Swift. On the one hand, it refers to the release of information, on the other hand, it refers to the feedback and replacement of information. For advertising operations, the time from submitting materials to publishing materials can be several hours or less.
5. Interaction. This should be recognized by everyone, and another notable feature of this interaction is one-on-one direct communication.
6. Great information carrying capacity. This is similar to the paper media in traditional media. It's just that the way the Internet is presented is not browsing, but clicking layer by layer.
Disadvantages:
1. There are many kinds of online advertisements with low coverage. The advertisement can't evaluate the effect of the advertisement well. Too many compulsory advertisements disturb people's bad views on advertisements, and the lack of professionals in online advertising management leads to the inability to manage advertisements on the Internet.
2. it is difficult to grasp the degree. This is not only a grasp of information, but also a study of the audience's psychology. When the crisis broke out, the audience generally held the psychology and characteristics of "nitpicking". It is also very important to gain the recognition of the audience from what angle and by what means.
3. Online media is different from traditional media. It requires consumers to take the initiative to enter the Internet and click on advertisements, so that advertisers' advertising information will be displayed in front of the audience. Therefore, it has no strong effect, and the initiative is in the hands of consumers. Advertisers need visitors to "drag" their advertisements to the website. Visitors can choose to watch or not. Therefore, the establishment of a website may not attract visitors, and visitors may not necessarily watch advertisements. The passivity of online media also affects the ratings and success rate of advertisements, thus limiting advertisers' choice of online media.
Online advertisements are mainly divided into banner advertisements, keyword search advertisements, information flow advertisements, video advertisements and interactive advertisements.
Banner ads: Banner ads are generally displayed on PC-side portals, such as Sina. Phoenix net. Com and Sohu. com。 The advantage of this kind of advertisement is that it is easy to attract people's attention, but the disadvantage is that the bidding requirements of banner advertisement on PC side are high at present, and this kind of advertisement is generally charged according to the number of clicks.
(banner advertisement)
Keywords search advertisement: namely search engine advertisement, such as Baidu search, 360 search, sogou search search, Shenma search, etc. At present, these four search engines are the main search engines in China, while others such as Bing are temporarily ignored. The advantage of this kind of advertisement is accurate traffic. After all, it is the traffic that comes in through keyword search. Only when there is such a demand will we search. The disadvantage is that because of the accuracy, because there are many people doing it, the click price is rising gradually, and search advertising is not suitable for branding, and it is not necessarily suitable for enterprises that want to quickly enhance brand influence.
(Search for advertisements)
Information flow advertisement: Information flow advertisement can be aimed at the user's interest, age, region, current preference, education level, gender and other dimensions. If subdivided, it can be divided into five forms, such as: information flow under search engine, information flow under portal website, information flow under social networking website, information flow on video website, information flow under mobile browser, information flow under news app and information flow under special tool app.
① Information flow under search engine? Such as Baidu information flow, 360 information flow and sogou information flow.
(2) portal information flow, such as Sina Fuyi, Sohu New Product Calculation, Netease Xiao Yi, Youdao Zhixuan, Tencent Social Advertising, Phoenix in the Wind, etc.
③ Media information flow of social networking sites, such as Weibo Fantong, Momo and Dentsu.
4 video website information flow, such as iQiyi Kirin advertisement and Youku litmus.
⑤ Mobile browser information flow, such as UC information flow and QQ browser information flow.
6 news APP information flow, such as today's headline information flow, interesting headlines, oriental headlines and other information flow advertisements.
⑦ APP information flow of special tools, such as APP advertisements such as Meiyou Nvtong, solar calendar weather, driving test collection, and knowing the ball emperor.
(information flow advertisement)
Video advertising: platforms such as iQiyi, Youku, Tencent Video and Sohu Video include pre-posting advertisements, post-posting advertisements, pause page advertisements, corner advertisements and in-play advertisements, including CPM (Pay by Display) and CPC (Pay by Click).
(video advertisement)
Interactive advertising: As an advertising activity, interactive advertising must meet the following four conditions: content theme, audience, time, media or carrier. Leaving any of these conditions cannot constitute interactive advertising. As an advertising method, interactive advertising is a two-way communication concept that conforms to human natural communication behavior. The communication means of interactive advertising include: visual images, auditory language and interactive forms. At present, the Internet is the largest and most common medium or carrier of interactive advertising. So we usually call it "online advertising", "online marketing" and so on. Therefore, interactive advertisements are often displayed in front of people on terminals such as "websites" or "online advertising strips". ?
(interactive advertising)
Summary: Comparison between traditional media and online media.
(A) the carrying capacity of advertising content is different
The information carrying capacity of traditional advertisements is very limited. In order to convey more information through traditional advertisements, it is necessary to simplify and refine them. On the other hand, online advertising can accommodate a wide range of content through multi-layer links and show more detailed information to the public. The infinite extension of online advertising completely breaks the limitations of traditional advertising browsing. With the computer network, advertising agents can display an enterprise and all its products and services in the form of web pages, and network users can directly display all advertising information by clicking on a small advertising column.
(2) Different ways of communicating with the audience.
Traditional advertisements mainly rely on radio, television, newspapers, magazines and other traditional media for information dissemination, and the target market for information dissemination is relatively general. Moreover, the information flow of traditional advertising is one-way, and enterprises often cannot directly obtain the feedback information of the audience on the advertising content. Online advertising is different. The interactive flow of information between enterprises and audiences. The emergence of online advertising makes enterprises a passive source of information, while the audience becomes the main body to find information. Once the audience recognizes the information of online advertisements, they will actively interact with enterprises, and can ask information providers for more detailed information through words, images and sounds. And enterprises will also take action to make positive feedback in time according to customers' requirements and suggestions, and strive to make the audience buy products or services. This way of spreading specific information from the audience to the enterprise is unique to online advertising.
(C) advertising coverage is different
Due to the regionality and immediacy of the media used in traditional advertising, the spread of television, radio, newspapers and magazines in time and space is very limited, which often makes the advertising information unable to be delivered to the real information demanders. With the help of powerful computer networks, online advertising can deliver advertising information to every corner of the world. Today, computer networks cover nearly 180 countries and regions all over the world. The use of the Internet to spread advertising information is not limited by region and time. Therefore, online advertising can introduce products and services to the public more timely than traditional advertising.
(D) The audience of advertising information is different.
There are countless advertising audiences in reality, and at the same time, they are very different. Consumers in life have great differences in demand preferences, buying behaviors and buying habits, so advertising audiences can also be divided into different consumer groups. The main audience of online advertising is netizens, because online advertising has certain requirements for operators' material equipment, education level and economic income. Only those who have and know how to use computer networks can become the audience of online advertising. Traditional advertisements are different because television, radio, newspapers and magazines are common mass media. Although a column in the media is sometimes aimed at a specific consumer, as far as the whole media is concerned, its audience is all the people, and consumers of all ages, income levels, education levels and living standards are almost the audience of traditional advertisements.
(e) The competitive environment between them is different.
Online advertising and traditional advertising have their own advantages and disadvantages. Compared with online advertising, the competitive advantage of traditional advertising lies in having a perfect competitive environment, which is mainly reflected in the unified organization and coordination of the government, a sound legal system, a strong consumption concept and strong infrastructure support. Although online advertising also has many advantages, the development of online advertising will be limited to some extent from the perspective of competitive environment because of the immature network environment, control technology and standard construction. In addition, at present, there is no unified standard for online advertising in pricing and charging, effect evaluation and regulation. Therefore, in the face of these unknown factors, advertisers tend to be more cautious when choosing online advertisements. As far as all enterprises and consumers are concerned, the proportion of online consumption is relatively small, and the audience of the Internet is relatively small. Therefore, online advertising only exists as a supplement to traditional advertising, and the utilization and development of online advertising is not as good as traditional advertising.
(six) advertising needs to choose the right platform.
No matter how beautiful and meaningful the advertisement is, it is also a "dead advertisement" without communication channels and platforms! China Secret Media is a brand marketing promotion platform, which is committed to integrating traditional media such as brand corporate culture, company founders, product services, brand activities, team activities, business models, libraries, encyclopedias, e-commerce, communities, information classification, newspapers and magazines through search engines, portals, news online media, forums, blog spaces, videos, Weibo, WeChat and APP clients.
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