What are the characteristics of advertising communication?

Traditional advertising media and its characteristics There are many advertising media, including TV, radio, newspapers and other mass media, outdoor media such as street signs, light boxes and vehicles, other media such as POP, packaging, telephone yellow pages, product catalogs, and even all available "new" media such as human body and toilet walls, and of course, the emerging Internet media. Among them, newspapers, radio and television are recognized as the three traditional advertising media. Advertisements published through these three major media are the main traditional media advertisements. Analysis of traditional advertising media and traditional media advertising, its characteristics are as follows: 1, any media in the coverage area has specific scope and objectives, such as regional, national and international. It should be noted that the general scope of communication is actually meaningless. What matters is the distribution of the media scope and the main objects in it. Coverage is an important index when making media strategy and choosing media. Generally speaking, consumers in the target market are relatively concentrated in geographical distribution, and the target audience of advertising media also has certain certainty. If its coverage is completely inconsistent with the distribution of consumers in the target market, then the selected media is not applicable. If the selected media coverage area does not cover at all or only covers a small part or greatly exceeds the target consumer's area, it is not applicable. Only when the coverage area of the media basically covers the area where the target consumer is located or completely coincides with the area where the target consumer is located, the selection of the media is the most appropriate. The spread of TV media is quite extensive, especially when TV enters the era of space communication. From a global perspective, advertisements spread wherever television spreads. However, as far as specific TV stations or specific TV columns or TV advertisements are concerned, their communication scope is relatively narrow. The extensiveness of TV media also leads to the complexity of the composition of communication objects. Regardless of gender, age, occupation, nationality, literacy, etc. As long as you watch TV, you will become the target of TV media, but some viewers can't become advertisers' customers. Therefore, although the spread of TV media is extensive, the pertinence of TV advertisements is not strong and the target of appeal is inaccurate. Broadcast media has a wide coverage and a wide range of communication targets. Now almost every household has a radio. As long as the radio is within the transmission power range of radio broadcasting, every household can receive radio programs. Because broadcasting uses sound and language as the media, rather than words as the carrier to spread information, it is suitable for a wide audience with different educational levels, and anyone with hearing can accept advertising information. Therefore, the broadcast advertisement has a wide range of communication objects, almost universal. Moreover, a considerable number of illiterate people can't read, but they can get information through radio. This is unmatched by any other media. The dissemination of newspapers is relatively clear, both international, national and regional, both comprehensive and professional. Different newspapers have different distribution areas, that is, different types of newspapers have different coverage. This obvious regional division provides convenience for advertisers to choose media, thus improving the advertising effect and avoiding the waste of advertising expenses. 2. Arrival rate Arrival rate is one of the important indicators to measure the effect of a media advertisement. Refers to the percentage of people who receive advertising information after advertising information dissemination activities in a certain market to the total number of specific consumer groups. When the total number of consumers is fixed, the more people contact with advertising information, the higher the advertising arrival rate. Television, radio and newspapers cover a wide range of media, and they are the main ways to obtain all kinds of information in people's daily life. Advertisers put advertisements on these media, and the arrival rate is relatively high. However, due to the excessive advertising and random insertion of advertisements in advertising media, mosaic behavior leads to the audience getting tired of advertisements and avoiding advertisements, which leads to a serious decline in the rate of advertising information reaching the audience. The arrival rate of traditional media has been greatly reduced. 3. Parallel reading means that the same media is read or watched (listened to) by more people. Television, radio and newspapers are all media with high parallel reading ability. The live broadcast of an Olympic Games can attract billions of TV viewers around the world, and its advertising information is quite readable. However, with the development of satellite broadcasting, cable TV and TV channels, and the development of Internet as a network media and network digital TV broadcasting, more people leave TV screens and go to computer screens, which reduces the parallel reading of TV viewers and TV to some extent. The parallel reading rate of newspapers is also high. It is estimated that the actual readers of newspapers are at least twice as many as their circulation. Newspapers subscribed by social organizations should be read by all members of the organization. Some people can read newspapers without buying newspapers or subscribing. Where people read newspapers, a newspaper can have many readers. However, because the advertisements in the newspaper can't occupy the important pages of the newspaper, if the advertising information is published in a special advertising page, some advertisements are more difficult to be noticed because of the crowded advertisements, thus reducing the actual arrival rate of advertisements and affecting the advertising effect. In its early days, broadcast media was more interactive. Later, with the development of new entertainment products such as TV, audio and video recording, karaoke and so on, the number of radio listeners dropped sharply. In the 1990s, radio programs began to be rich and varied, radios tended to be miniaturized, and the broadcasting media changed from multi-person listening to more personal listening, and the actual parallelism declined. 4. attention rate attention rate is the degree to which advertisements are concerned. Because of its rich audio-visual image, high fax and bright colors, TV advertisements leave a deep impression on consumers and are easy to remember, so they have the highest attention rate. However, different TV stations, the same TV station and different time periods have different attention rates. When choosing media, we should also make specific analysis and selection according to the characteristics of enterprise products and consumers. The biggest advantage of broadcast media is its wide range. Some programs have a certain specific audience. If advertisers choose to advertise before and after their favorite programs, the effect will be better and the attention rate will be higher. However, the broadcast media has the characteristics of listening while working, and the audience's hearing is often passive, which leads to the low overall attention rate of advertising information. Newspaper media has a wide coverage, but the attention rate is low. Due to the large layout and complex content of newspapers, readers tend to read interesting news reports and columns. If there is no predetermined goal or the advertisement itself is not well expressed, readers will often ignore it, so the attention rate of newspaper advertisements is extremely low. 5. The authority of authoritative media has a great influence on the advertising effect, that is, the "halo effect". Pay attention to people's cognition of media in the process of choosing media. Different media, because of different levels, different audiences, different nature, different communication content and different authority. From the point of view of the media itself, its authority will be different because of the difference of space and time. For example, compared with the advertisements of local TV stations, the authority of CCTV is more obvious than the latter. The same is true of radio and newspapers. At the same time, authority is relative, influenced by many factors such as professional field and region. A newspaper with authority in a certain field has no authority for readers outside the profession, and it is likely to be a pile of waste paper. 6. Analyze the appeal from the perspective of modern advertising information dissemination. With the help of TV media, advertising information has a distinct aesthetic feeling through various artistic skills and forms, so that consumers can accept advertising information in the enjoyment of beauty. Therefore, the influence of television on consumers is higher than other media, and it is the most attractive to people. Broadcasting is the "sensory complementary" communication of the audience. Whether the audience is infected by advertising information depends largely on the audience's attention at that time. At the same time, it is far from enough to rely solely on the words broadcast and the sounds made by noisy goods themselves. Some viewers prefer to see the real commodity form in order to understand the commodity more concretely and emotionally, which cannot be done by broadcasting. Newspapers disseminate advertising information in the form of words and pictures. Even in color, their fax effect and image expressive force are far less than those of television and radio, and their attraction is the worst. 7. Real-time TV and radio are the most suitable media for advertising, with strong timeliness, followed by newspapers. Due to equipment and other factors, television is not as timely as broadcasting. However, radio advertisements are limited by program arrangement and time. 8. Persistence In a sense, the persistence of the three traditional media is not strong-real-time. Television and radio media are perishable. Advertising information is fleeting and difficult to save. Therefore, advertisements need to be played repeatedly, and the capital investment is huge. Newspapers are better and can be kept, but few people keep them for a long time because they are updated every day. The characteristics and six advantages of online advertising 1. Internet advertising is the most widely spread, not limited by time and space. It spreads advertising information to all parts of the world 24 hours a day through the Internet. As long as you have access to the Internet, anyone can read anywhere. This is beyond the traditional media. 2. Strong interactivity is the biggest advantage of Internet media. It is different from the one-way information dissemination of traditional media, but the information dissemination is interactive. Users can get information that they think is useful, and manufacturers can also get valuable user feedback information at any time. 3. Strong pertinence According to the analysis results, the audience of online advertising is the youngest, most energetic, most educated, most purchasing power, and "the most economical investment and consumption". Online advertising can help you directly hit the most likely potential users. The number of audience can be accurately counted. It is difficult to know exactly how many people have received advertising information through the use of traditional media. On the Internet, an authoritative and fair visitor traffic statistics system can accurately count how many users have seen each customer's advertisement, as well as the time distribution and geographical distribution of these users' visits, thus helping businesses to correctly evaluate the advertising effect and examine advertising strategies. 5. Real-time, flexible and low cost. It is difficult to change after advertising in traditional media. Even if it can be changed, it often costs a lot of money. When placing advertisements on 1 Internet, the contents of advertisements can be changed in time as needed. In this way, changes in business decisions can also be implemented and promoted in time. 6. The carrier of sensory online advertising is basically a multimedia and hypertext file, so that the audience can know more about the information of a product of interest and consumers can experience it personally. Experience products, services and brands. This kind of multi-sensory information is transmitted in the form of pictures, words, sounds and images, which makes customers feel the goods or services as if they are there, and can book, trade and settle accounts online, which will greatly enhance the effect of online advertising.