What Are the Different Types of Banner Advertising Costs?

Advertising target market refers to a company based on the segmentation of the advertising market by selecting some or all of the sub-companies that meet the business objectives of the company and that the company has the conditions and capabilities to use this advertising opportunity. The market, it is the preferred process of consuming products for advertising products or services.

Advertising target market

Target market selection is a method for companies to choose a certain range and goals for their advertising and meet the needs of some people. Any enterprise, regardless of its size, cannot meet the overall requirements of all customers. It can only choose one or several target markets for its product sales. This is the so-called target market selection. When choosing a target market strategy, the range in marketing can be used to cover the target market selection strategy. There are five main forms (see Figure 1). ^[1]

Obedience to corporate marketing strategy is a general principle of advertising positioning planning. In terms of marketing strategy, an enterprise must determine a target market, that is, develop a target market positioning strategy; it must determine a product's position in the market, that is, a product positioning strategy. In terms of advertising strategy, it is also necessary to determine the two preparations of the advertising target market strategy and the advertising product positioning strategy. ^[2]

It goes without saying that the relationship between advertising and consumer behavioral psychology is extremely close. Any advertisement must have a clear and appropriate target audience. They should be the consumers who are most likely to buy such products. It can also be said that these highly targeted consumers are the most profitable target markets for advertisements. For advertising to achieve good results, it must have a clear and clear target market, because the goods or services it advertises must meet certain needs in a target market, that is, consumers of a certain type of personality. Some need. In addition, if advertising is to be done well, it is necessary to fully understand the target market. The more it knows about consumers behaviors, psychology, and personality types, the better it can make the products advertised match the needs of consumers Fusion. ^[3]

In view of psychology's theory of personality characteristics and the structural theory of personality of Freud, Jung and others, when choosing their own target market, advertisements should also pay due attention to the personality characteristics of consumers, and accordingly Adopt an appropriate advertising strategy.

(A) the use of the role of the subconscious

From the structural theory of personality, we see that human psychology consists of consciousness, pre-consciousness, and unconsciousness. Therefore, consumers' purchasing behavior is also composed of conscious and subconscious motivations. In this way, when advertising develops its own strategy, it should not only see the rational motive of the consumer who has clearly demonstrated it, or has been soberly aware of it, but must also notice that the consumer did not show it, or even he I don't notice the subconscious purchase motivation. This hidden need area, which consumers do not realize themselves, may be a larger target market.

In the psychological structure of individuality, the relationship between consciousness and subconsciousness is complementary and opposite to each other. They restrict each other and can transform each other. At the same time, like the consciousness, the subconscious has the characteristics of storage, memory, and creativity. While the consciousness can restrict the subconsciousness, the subconsciousness can also greatly affect the formation of the consciousness. In human actual behavior, or in the consumer market, in most cases, the weaker the contradictions and conflicts between consciousness and subconsciousness, the greater the possibility that consumers' purchase behavior will be realized. This requires advertising to fully mobilize its own intellect to effectively develop and use this extremely broad field. For example, for high-involved goods, many consumers have the purchase conditions, and their bankbooks have payable deposits, which is even more true for Chinese consumers who have savings habits. However, because the money is often the result of years of savings, they are often reluctant to spend. In the subconscious, they often have a demand or desire for some highly involved goods. This subconscious demand should be strengthened through advertising, so that it can be transformed from subconscious demand to conscious demand, and then into an impulse to buy.

(B) the type of personality

Types of temperament and personality in individual psychological characteristics in psychology. And the personality type theory in Jung's theory is of great significance to how to face and further determine the personality type in the advertising target market, so as to make targeted advertising strategies. For those who are enthusiastic, sensitive, straightforward, and value-conscious, and those who are stable, attentive, calm, and thinking-oriented, of course, they must be given emotional and rational appeals.

For introverted and extroverted consumers, the public should be told that they should base themselves on the specificity of the facts and the objectivity of the information, that is, they should adopt rational appeals because they are easy to accept such information. For introverted and extroverted consumers, more emotional appeals should be made. These people are sensitive to emotional information and easy to accept. For consumers with introverted intuition, extraverted intuition, and introverted sensation, extraverted sensation, advertisements should make more image appeals, and they have a better grasp and understanding of image information. Some advertisements In several advertisements promoting a product, some emphasize objective and rational appeals, and some emphasize emotional appeals, mobilizing consumers with different personalities.

(Three) use the charm of the opposite sex

Freud's claim about "Libido" and the theory of the two opposite-sex archetypes of Anima and Animus in Jung's doctrine also have certain significance for the production and performance of advertising rhymes. Of course, both Freud and Jung have their own undeniable bias, and the topic of "sex" has always been a taboo in Chinese traditional morality. Many people have heard that "Sex" changes color, but I am afraid to avoid it. However, the issue of "sex" is an objective existence that does not transfer people's subjective will. How to correctly confront "sex", understand "sex", and effectively play the positive role of "sex" is a Questions of thought and attitude. The production and performance of advertisements make proper use of the ideals and images of the opposite sex in people's hearts, and the proper display of the beauty and charm of these opposite sexes can enhance the effect of advertisements accordingly.

In reality, people have a psychological tendency to project the idol in their mindsthe other side of genderinto a mysterious male or female in life that can be intuitive. If an advertisement uses a mysterious woman as a publicity appeal, it is likely to arouse the interest of the male masses, as well as women. Therefore, the use of beautiful models for advertising can enhance the effectiveness of advertising. Of course, the success depends on the mystery and visibility of the characters in the advertising screen.