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An advertising space strategy is an advertising strategy in which advertisers plan and arrange the position and scope of ads according to specific advertising goals, so as to make the advertising campaign more effective.

Inventory strategy

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An advertising space strategy is an advertising strategy in which advertisers plan and arrange the position and scope of ads according to specific advertising goals, so as to make the advertising campaign more effective.

Chinese name

Inventory strategy

Function

A more effective advertising strategy

basic requirements

Must match the obvious target market

Content

Ad Implementation Strategy

(1) Advertising space must be consistent with the obvious target market. ^[1]

(1) Ad introduction strategy. The introduction strategy is the strategy adopted to push advertisements into the target market. ^[1]

· Exploratory strategies: Before entering a new market area, explore the market to understand and analyze the consumption habits, consumption levels, and consumer psychology there, so as to determine which media to use and which strategies to use.

· Springboard strategy. In the case of a large target market, there are many ways for corporate advertising to promote this market. One is a comprehensive rollout, the other is a breakthrough breakthrough. The springboard strategy is the latter, that is, Instead of comprehensively spreading corporate advertisements at the same time, but choose their key areas and launch a strong advertising offensive, form a "climate" in this small area, and then use this as a springboard to comply with the regional transfer laws of products and consumption concepts Expand the advertisement without losing the opportunity to complete the jumping of the advertisement. Some product advertisements can also adopt advanced springboard entry strategies, that is, planning springboards of different levels and levels according to the route of the product and consumer concept movement, and gradually entering the target market in order from high to low.

· Rotating entry strategy is a strategy of alternately placing different series of advertisements on different target markets according to market changes in the case of multiple varieties and multiple target markets. In this way, the brand image can be continuously consolidated and strengthened, and it can give people a new feeling every time.

(2) Advertising coverage strategy.

Coverage strategy is the strategy that the advertising scope can cover the obvious and potential target markets. There are several coverage strategies that companies can choose from.

· National coverage: Using national coverage media, every advertisement is a comprehensive attack on the entire target market.

· Key coverage: At the same time, it covers several major markets with high sales in the country, while giving up other regions.

Progressive coverage: divide the country into several regions and implement centralized coverage in each region one by one. The media also chooses regional ones, and can even produce different advertisements based on the characteristics of different regions, and then gradually move to other regions.

· Specific coverage: Incidents and temporary market changes may prompt companies to decide to provide rapid, comprehensive or regional coverage. Although this happens infrequently, once caught, it works very well.

(3) The layout strategy of the advertisement. Print ads, especially newspaper and magazine ads, have strong skills in the placement and layout choices.

Layout strategy. Newspaper ads have different layouts. In general, the larger the layout, the greater the attention rate, but it is not a positive correlation. The size of the advertising layout, in addition to considering the effectiveness of advertising, should also consider the ability to pay for advertising costs. The first advertisement of a product is often cost-effective and the subsequent advertisement can be gradually reduced. That is, informative ads use large layouts; reminder ads use small layouts.

Location strategy. It s a strategy for where your ads appear. Newspapers are different from magazines. The advertising positions of magazines are generally divided into front cover, back cover, back cover, back cover, front page, inner page and so on. This order is also the order of advertising effect from high to small and cost from high to low. In addition, in the same layout, in general, the top is better than the bottom, the middle is better than the top and bottom, the big is better than the small, the horizontal type is better than the left, and the vertical type is better than the left. The advertising positions of newspapers can generally be divided into: genuine, non-genuine, special page advertisements (that is, full-page advertisements), and sandwich editions. In different positions within the same version, the advertising performance is also different. The more the position in the edition conforms to the reader's eyes to implement the position and visual rules, the better the advertising effect.