Advertising weakness, public relations victory

Modern marketing theory, advertising is an investment company; investment, enterprises want a high return on investment. From the entire industry, China's advertising investment in the twentieth century, the late nineties to the beginning of the twenty-first century, there had been profitable, high rates of return "growth stage"; As more and more enterprises to participate in this kind of investment, industry investment returns declined sharply, the Chinese advertising market is gradually entering the "weakness of investment," a large number of enterprises in the advertising did not get after the "sales driven" the fat returns.

The weak advertising investment mainly came from the following:

1, the information explosion produced a strong advertising-based interference, reduce advertising returns

Media in modern society led to the rapid development of the "information explosion" and ubiquitous, urban residents exposed to every day from ten years ago, a dozen ads to touch on a million times a day now advertising on the advertising level of memory is also proportional to the decline in advertising generated a lot of interference for advertising a "blast from the past."

Second, advertising violations, advertising false information leading to the credibility of advertising to minimize

China's advertising industry in development, industry and regulatory control system is not perfect, resulting in the "Mongolian group" represented by a large number of market operators, in the OTC, health products, medical equipment, electronic equipment, such as wantonly engaged in illegal, false sexual advertising operation. Deceive consumers also slowly be "growth" of trust in advertising messages to a minimum.

Third, the media, increasing the cost of every year, most advertising can not achieve the publicity efforts

Ad delivery will take some effort, only to reach a certain "sound volume" in order to break through in the dissemination of the "threshold", created the impression that the public sympathy; largest advertising is advertising that is less waste. With the explosion of information technology to increase the amount of information, advertising communication, "the voice volume threshold" will continue to increase, but the cost of advertising media, advertising effectiveness is not reduced because of decreased, but the proportion of double-digit growth annually. Most businesses can not afford to be "effective advertising voice" to pay the cost, and small dosage of ad spending is tantamount to the media to do "volunteer" fail "advertisement" role.

Western developed countries had experienced the same history of advertising "advertising weakness" of the period. Advertising history in the United States, nineties that it was a call for "advertising is dead, public relations first" theory, which is the public relations in the late nineties brought about the rapid development of the U.S. advertising industry to re-prosperity. PR has the advantage of advertising features can not be replaced, we call that "four of public relations", that "the overall situation", and "innovative", "experience", and "people resistance." From "Four of public relations", the enterprise into public relations marketing can pull in sales, brand building, channel development and advertising information to solve the weak control of four can not achieve.

Into the concrete business marketing public relations can solve the following problems:

First, how to sell ads linked?

Second, offline and online advertising to promote how to undertake?

Third, how to achieve maximum brand awareness enhancement?

Fourth, how to increase the credibility of the brand?

5, how to build brand loyalty and reputation?

6, how to win the support of dealers to maximize?

7, how to build long-term strategic cooperation with the dealer?

8, how to build the brand crisis warning malignant news?

9, how to effectively solve the vicious news brand crisis?

Above questions is to rely on public relations, "PR 4" of pulling in sales, brand building, channel development, the contribution of information control:

First, the overall situation of

Worthy of note is that marketing is not to give up advertising into public relations, on the contrary, public relations into advertising weakness to solve the problem, so that ad effective, which is the public relations "overall situation" of the expression. Public relations in order to "pull selling" as the goal, guide "online advertising" and "line extension" will both complement each other and raise the maximum volume reached to avoid a mismatch between advertising and sales.

Second, innovative

PR-led public opinion, can rely on innovation to achieve brand media sector and the media in the field of non-diversification benefit communication, maximizing brand awareness improved.

Third, experience

Public relations to reach consumers in-depth, depth communication measure up to consumers, through consumer experience the brand process, so that consumers trust the brand, favorite brands, in order to cultivate brand loyalty consumers.

4, human resistance

Human-oriented public relations, public relations theory that all things were done, success or failure is the key person; public relations and effective services for each "target person" to conduct targeted interpersonal marketing channel for brand building News control of enterprises in various fields such as the ideal target.

The development of public relations at the initial stage in China, but we still can see, China's leading brand Haier, Mengniu, Lenovo has made "international Haier", "Super Girl", "NBA Legend Index" and other classic case of PR ; the same time, our international business around KFC, Coca-Cola, also provides us with a very good example. With the deepening of China's accession to WTO, as China's business leaders consciousness, with the elite of the mature domestic market development, marketing, public relations is bound to believe in the popularity of China's socialist market economy.







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Antitrust who first stumbled Hom

Unexpectedly, on August 1st the official implementation of the "anti-monopoly law," the first and the government actually considered quitting - AQSIQ (www.aqsiq.gov.cn) in just 20 days more than a dozen experienced several security companies wave action, is not willing to be this "economic constitution" Welcome to the world from the paper.

AQSIQ unexpected "election" in the macro-theoretical explanation: the administrative monopoly although deliberately avoided in the legislative process and water down, but compared to the economic monopoly is precisely not in the past around a hurdle; more instructions in the micro-operation, AQSIQ and its relationship with the associated network of electronic monitoring on excluded sectors and industries gathered crowd how strong blow.

The plaintiffs in the lawsuit that: AQSIQ strong push to use administrative power to hold 30% of their shares of CITIC seized dry run "China product quality electronic supervision network" operating in the security industry limitations and exclude competition, breach of the "anti-monopoly law," "Anti-Unfair Competition Law" and many other laws. In particular, in 2007, AQSIQ issued a document required household appliances, agricultural materials, food, cosmetics and other key products 69 9 class manufacturer of electronic monitoring network must be added in the product packaging logo of the use of uniform electronic monitoring code before they can sell the factory . This is almost the same area of the survival of other security companies in fierce despair, but also led to security companies conduct most drastic type of litigation.

In accordance with the "anti-monopoly law," the definition of monopoly, CITIC check and electronic monitoring network is undoubtedly the focus of the market above the absolute dominance of the charges 600 yuan each year, pricing is also "suspected of or might be eliminating or restricting competition results concentration of business operators. " However, the anti-monopoly law explicitly that "the state-owned economy controlled the relationship between the national economy and national security, as well as franchised monopoly in the industry according to law, the state of their operators to protect the legitimate business activities." This means that the monopoly found China is not market share, prices and other factors, the absolute value as a judge, in other words, the judge found in monopoly rules, track and field and swimming competitions are not the simple "number words", but more like rhythmic gymnastics and synchronized swimming in the "comprehensive consideration" - administrative monopoly may be waived because the referee factors.

Even if the security aspects of business identified in the monopoly in favor of the implementation level is still difficult. Although the "anti-monopoly law," Article 37 of the abstract administrative monopoly is illegal - "The Chief shall not abuse administrative powers to develop with eliminating or restricting competition content requirement", but Article 51 also provides for administrative monopoly, "higher authorities shall order rectification; directly in charge and other directly responsible persons shall be punished. anti-monopoly enforcement bodies to deal with the higher authorities of the recommendations according to the law." That said, anti-monopoly law enforcement agencies on administrative monopoly no power to supervise and can not act like a monopoly on the economy as the exercise of investigative powers and powers, but only with the so-called "right to make recommendations," supervisory power was given the executive and public organizations, the "higher authorities." Therefore, oil, railways and telecommunications and other domestic administrative monopolies, "anti-monopoly law," the role at this stage can only be a temporary solution, AQSIQ can imagine the outcome of antitrust litigation.

"Antitrust Law" implementation, so that an increasing number of administrative monopoly problems surfaced. Administrative monopoly harm is that it obscures the boundary between government and market, weakening the government's service functions, and become a party to participate in market competition, monopolistic interests of the area under the jurisdiction of the breeding "close enterprise", for departmental interests.

Perhaps the uproar of the "first anti-monopoly case" can not produce the final outcome of the legal sense, their inspiration is far greater than the force and effect. By public opinion, legislation and integrated institutional arrangements for the exercise of governmental authority a relatively clear demarcation of the border, with China University of Political Science Professor Li Shuguang, then that is - "draw the government's public management role and the role of provider of public goods between boundaries, draw the government's public service act and the government-run behavior of the boundary, draw the policy makers and agents of the boundaries between economic growth. "







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