How to promote a brand advertising

Brand promotion refers to the brand operator to pay, commissioned advertising department through the media, modern science and technology and modern equipment as a means to planning as the main body, creativity as the center of the target market to the publicity activities related to the brand name, brand logo, brand positioning, etc. as the main content, aimed at making the consumer firmly establish the brand image, so as to achieve the goal of The aim is to create a strong brand image in the minds of consumers, so as to stimulate and expand market demand, develop potential markets, expand market share and increase brand equity.

Here, we introduce several brand promotion tools, or brand promotion methods.

One, the brand of advertising

In the rapid circulation of consumer goods market, the establishment of the brand and advertising is almost the same concept, because a large number of experiments have proved that "goods + advertising brand" this formula. Therefore, advertising is a powerful tool to improve brand awareness, brand personality, brand advertising should become the core of the operator's brand planning. Brand operators in advertising activities, must be the following five major decisions, the so-called 5M:

1. advertising and promotion of what is the goal (mission)

2. how much money can be spent (money money)

3. what information should be conveyed (message)

4. what media (media)

5. what should be used (media)

6. what should be used? What media should be used (media)

5. How should the effect of advertising be evaluated (measurement)

Determining advertising objectives is the first step in brand advertising. These objectives must be based on important decisions about the target market, brand positioning and the organization of marketing factors.

Advertising objectives can be categorized according to whether they are intended to inform or to persuade or remind.

1. Informational advertising. In the early stages of building a brand, the role of informational advertising is extremely prominent. The purpose of this stage is to establish a basic demand for the branded product. For example, milk operators must first convey information about the product and its nutritional value to consumers.

2 Explanatory advertising promotion. In the competitive stage this kind of advertising is very important. In this stage, the objective of the brand operator is to cultivate selective demand for the brand. For example, Chivas Regal manages to persuade consumers that the company's Scotch whisky has a unique and distinctive flavor, and that drinking this brand of whisky reveals the nobility of the drinker. Then again, the fitness equipment, workout clothes and pants, and breast enhancement bras that fill television commercials fall into these categories. Some of these descriptive advertisements have evolved into comparative advertisements, in which a brand advantage is established by comparing it with one or several brands of similar products.

3. Reminding advertising promotion. It is important to keep the brand fresh in the minds of consumers as the product matures. Coca-Cola's expensive four-color advertisements in national magazines are not designed to provide information or persuade customers to buy, but rather to reassure current buyers that they have made the right choice. For example, foreign automobile television commercials often describe how satisfied customers are with a particular feature of their new car purchase.