How to do a good job of accurate advertising?

Some companies like to advertise indiscriminately, or "multi-pronged", that is, through the television, newspapers, the Internet and other media on the same advertisement intensively, in an attempt to achieve the "1 + 1 + 1 > 3" effect. So, is not the choice of advertising the more media, the more frequent the advertising effect is directly proportional to the cost of input? The answer is not necessarily.

To make the best return on the combination of advertising, the following principles must be mastered:

1. Effective audience expansion principle

Any kind of media audience can not be completely overlap with the target consumer group of the enterprise products, therefore, the enterprise organization should maximize the complementary selection of advertising media, that is, after the selection of a medium to be included in the part of the consumer group that is not included in the target, and to complete with the help of other media. This is done with the help of other media. The purpose of doing so is to meet the advertising to cover the largest effective population, that is, the target consumers of the enterprise's products.

2. Consolidation and improvement principle

Consumers' interest in advertising information, memory, desire to buy, advertising needs to have a certain frequency of repeated reminders and consolidation. Because the attention of the audience to an advertisement repeated on a medium will be reduced over time, so we need to cooperate with a variety of media to extend the audience's attention to the advertisement time.

3. The principle of complementary information

Different media have different communication characteristics, such as television advertising to attract the attention of consumers to help, but can not pass too much information, newspapers, magazines can pass a larger amount of information. Generally speaking, the release information of promotional activities can be released by TV or newspapers, but the detailed rules of promotional activities can be delivered by the storefront posters. (Many companies advertise promotions in this way: see storefront posters for details!)

4. The principle of temporal and spatial crossover

Different media have different time characteristics, such as television and newspaper releases are very timely, and can be publicized continuously with shorter intervals. While magazines are generally month-based, it is not appropriate to release immediate news. In the media mix, should consider the time to match. For example, TV and newspapers do concise news report-style advertising, and magazines do in-depth soft advertising.

In short, no matter which form of advertising, should follow the principle of maximizing the benefits, that is, in a variety of media advertising specifications and frequency for a reasonable combination, in order to ensure that in the case of achieving the advertising effect, saving advertising costs.