How to analyze the audience in print media advertising planning?

Usually we call newspapers, magazines and other traditional media "print media". The "plane" here means that the advertising industry borrowed the concept of "plane" from art composition, because the advertisements in newspapers and magazines are all plane advertisements. With the birth of new media (two-dimensional advertisements on the Internet and two-dimensional advertisements on mobile phones), media with elements of graphic art are also classified as "graphic media".

Now that the analysis object has been explained in detail, it is actually a very simple matter in principle.

The following questions need to be clarified:

1. Determine the purpose of communication.

2. Determine the target audience

Is it aimed at students, doctors, mobile phone users or ... different people have different media contact habits. It is an important part to explore and understand the influence of these media on them, which is to expand the communication effect and reduce unnecessary communication costs.

3. Determine the core media strategy

Communication is targeted, not necessarily aimed at the public. Therefore, there are always some media that are the first choice and others that are auxiliary. In fact, it is a difficult problem to identify and select these media by numbers. And analyzing the audience is much simpler. It is important to observe our target audience carefully.

For example (media analysis results-integrating media strategies, including but not limited to flat categories):

1. milk powder franchise stores (Xiaofeixiang and Red Kids franchise stores have their own direct catalog advertisements, media nature: Focus Media)

2. Internal advertisements in maternity hospitals (LCD TVs in waiting rooms, medical records advertisements, etc.). , media nature: Focus Media)

3. Parenting-related website advertisements and parenting consultation telephones (media nature, Internet and telephone voice advertisements)

4. Mixed investment in promotional advertisements of infant photo studios

Audience analysis: The above-mentioned media are the media that this group must contact and will actively contact and understand at a certain stage, with low communication cost, high exposure frequency and the lowest cost per thousand people.