What are the ways of advertising communication? What are the advantages and disadvantages of these communication methods? And what percentage of the goods are put in this way? I hope it can be more de

What are the ways of advertising communication? What are the advantages and disadvantages of these communication methods? And what percentage of the goods are put in this way? I hope it can be more detailed! thank you First, newspapers:

1, a flat and static media, has certain requirements on the stylistic level of consumers, can filter out some social groups, and tends to be rational in content, but its overall expressive ability is not high (especially for pictures).

2, with the characteristics of non-mandatory communication, readers have greater initiative and choice, so readers will be willing to consciously understand the information they care about.

3. Domestic newspapers with high credibility, especially those closely linked with party and government organs, are regarded as authorities by readers.

4. The timeliness is poor, and there are multiple advertisements on the same page at the same time, which interferes with each other.

5. From the point of view of the advertising protagonist, newspaper media can flexibly cooperate with various forms of promotional activities.

Second, the magazine:

1, similar to a newspaper, is also a print communication mode, but it has strong visual expression ability, beautiful art and exquisite printing, and is deeply loved by readers, and many advertisements are even collected by readers (the author has this hobby).

2, targeted, stable and clear readers, especially professional magazines, can make advertisements more targeted. At the same time, magazines have higher requirements for readers' cultural and social levels, and the general population in magazine subscription has stronger social purchasing power.

3. Magazine content generally focuses on a certain field and can be reported in depth, which is the most rational among the four traditional media.

Compared with other media, magazines have the highest repetition rate and circulation, and the same advertisements can be repeated.

5. The timeliness is poor and the advertising arrangement is not flexible, so it is difficult to be suitable for short-term promotional advertisements.

Third, broadcast:

1 is a simple and quick means of information dissemination. Among all media, it is the only mode of communication that can be carried out simultaneously with other production activities, and it does not affect people's normal work. In rural areas, students, workers and drivers, it has a large share, good affinity and information is not easy to be refuted.

2. The timeliness is strong, the content is divided into time periods and columns, and it is flexible and targeted. It can interact with the audience in real time during the communication process and produce immediate results.

3. Information is more emotional, suitable for advertising products with low involvement, which can infect the emotions of the audience and even achieve a sensational effect, leaving a broad imagination space for the audience.

4. The broadcast information is linear in time, fleeting, poorly preserved, and it is difficult for listeners to repeat their cognition.

Fourth, television:

The most powerful communication media, the development of TV media, even overthrew some previous advertising communication theories, but in actual advertising activities, the cost performance of TV media is not very high, and its characteristics are as follows:

1, audio-visual, complete introduction and demonstration functions, detailed and easy to understand, sensitive and easily understood by the audience.

2. Information dissemination is mandatory, and the choice of the audience is much smaller than that of newspapers and magazines. Just like broadcasting, it also spreads linearly in time. However, due to the huge social influence of TV, many people will pay attention to the same content at the same time, such as major sports events, social activities, international conferences and so on.

3. Fast information dissemination, wide coverage and large capacity.

4. Judging from the four functions of mass media, such as "spreading information, guiding public opinion, educating the public and providing entertainment", TV is undoubtedly the most complete mass media, especially its entertainment information, which can be described as colorful, diverse and comprehensive, and has a great influence on various ideological social groups.

5. The production of TV advertisements is complicated, and the cost of putting them in is even more amazing, which is beyond the ability of ordinary enterprises. In fact, due to various reasons, the broadcast time of TV advertisements is short, the amount of information is limited and the repetition rate is low. Many advertisers complain that the large amount of money spent on TV has not achieved the expected results.

Verb (abbreviation for verb) Minority media:

Generally refers to outdoor advertising, point-of-sale advertising, contact advertising and other forms of small media.

1, outdoor advertising can be mainly divided into street signs, light boxes, vehicles, neon lights and other forms of outdoor media, among which street signs account for the largest share, which is closely related to the survival and development of domestic local advertising companies. The characteristics of outdoor advertising media are as follows:

(1) has obvious regionality and urbanization, small coverage and limited audience.

(2) It is difficult to pay attention to the target group, the amount of information transmitted is limited, and the actual communication ability is not strong. It's usually a brand advertisement. And a good street sign advertisement, with strong visual impact, can achieve an unforgettable effect, which is unmatched by other media.

2, point-of-sale advertising (POP) media:

Generally, advertising media including posters, shopping guide cards, display boards and display cabinets can be placed at the sales site. Because of its low cost and remarkable effect, it has been paid more and more attention by merchants in recent years and developed rapidly.

(1) can be presented to consumers at the same time as the product, and advertisers have high autonomy, which makes the point-of-sale advertisements diverse, rich in content and beautifully produced, and has great influence on perceptual consumer groups.

(2) Some POPs are integrated with product packaging, which has a good promotion effect on sales, clear demands and is easy to be recognized and loved by the audience, especially when consumers choose products with low involvement.

(3) It can closely cooperate with various on-site promotion activities and has strong practicability. However, when there are a large number of POPs, such as poor management, it is easy to cause confusion and leave a bad impression on consumers.

3. Contact the advertising media:

Contact advertising media generally refers to advertising media that can enter the audience's family or workplace, mainly including telephone advertisements, DM sheets, leaflets, newspaper clippings and other modes of communication. Contact advertising has strong pertinence and can communicate directly with consumers one by one, which makes it have great advantages in the media. However, in the actual advertising activities, contact advertising is generally inefficient because of the unreasonable analysis of the audience and the imperfect target database, and even rejected by the audience in the process of communication.

Six, corresponding to the traditional media is the new media represented by the network, as the product of the information society, the network media has the following characteristics.

1, the network media concentrates on various media forms such as images, sounds and words. , and truly realize the omni-directional information dissemination of multimedia.

2. Interaction means that information publishers and audiences can communicate with each other, even in real time.

3. Minority communication, aiming at a certain group or individual, you can configure personalized information, such as email advertisements.

4. Online media can spread global information beyond national, cultural and geographical restrictions.

5, large capacity, rich and colorful content.

6. It is fast, and the whole world can publish and receive network information in real time.

7. Open information dissemination platform. The emergence of the Internet has enabled mankind to spread information in various ethnic and ideological fields for the first time.

Traditionally, there are four kinds of newspapers, radio, magazines and television, and the emerging ones are the Internet and mobile phones.

The specific delivery method cannot be generalized, depending on factors such as product nature, cycle and audience. tool

Body operation can be based on the characteristics of the above modes of communication, and it should have profound practical experience and creation.

Sexual thinking. But now integrated marketing communication is more popular, and various media will not dominate.

First, advertising companies will put advertisements in different media in exchange for the maximum advertising revenue. place

Your last question is really difficult to answer.

The above views are purely personal and are for reference only. I hope they can help you. Thank you.