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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