What Is Ad Serving?

There is a famous saying: "I know that my advertising costs have been wasted at least half, but I don't know where is the waste?" It is about the huge waste caused by improper advertising. How does advertising put money into the "blade" so that every penny of the company can be effective?

Advertising strategy

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There is a famous saying: "I know that my advertising costs have been wasted at least half, but I don't know where is the waste?" It is about the huge waste caused by improper advertising. How does advertising put money into the "blade" so that every penny of the company can be effective?

Chinese name

Advertising strategy

Foreign name

Advertising strategy

Object

Advertisers

Delivery conditions

Media Online Advertising Trading Platform

Businesses have to look for media. However, there is a great deal of knowledge about what kind of media should be more effective.

Generally speaking, when companies choose media to advertise, they must make a decision based on the current and long-term development strategy goals. For example, when a new product is launched, in order to attract social attention and impress dealers, it is necessary to consider choosing a mainstream financial media. If you want to drive terminal sales, you should consider choosing the mass media of the target market, such as strong local televisions and newspapers. After determining the general direction of choosing which medium, all media of the same type must be evaluated. The specific reference indicators are:

Some companies invest in advertisements like bombardment or "multi-pronged approach", that is, the intensive placement of the same advertisement through various media such as television, newspapers, and the Internet, in an attempt to achieve the effect of "1 + 1 + 1 3". So, is it that the more media and the more frequently the advertisement is selected, the effect of the advertisement is proportional to the cost of the investment? The answer is not necessarily.

Senior Advertiser

"Paper media can also be a screen in the future. All news magazines are coming out of the APP, in fact, it is also a transformation in the era of big data." Big data will not only make traditional media, including TV media, not disappear, and TV content may be richer. We can put

Centralized strategy

Within the limits of specific regions, specific moments, and the amount of specific media, advertising can produce a crowding effect. That is, when the total number of advertisements is 100, company A puts out a total of 80 ads, and other companies can only place the remaining 20. If the total amount of A company's investment is increased, the advertising space that other companies can place will be correspondingly reduced. In the real estate industry, where competition is fierce, there are numerous real estate advertisements published in the daily media. A company's centralized investment in a short period of time, on the one hand, not only improves its own exposure, but also prevents other real estate from having the opportunity to advertise, so that consumers can only see A company, so the results are also very effective.

This centralized advertising is not suitable for the marketing of all enterprises and products. Only use this strategy if the product information is relatively transparent, the company does not need to spend a long time cultivating the market's understanding of the product, and at the same time the similar products in the market are fiercely competitive, and the advertising is difficult to see.

Continuous delivery strategy

Advertising strategy should be based on the communication effect of the product or brand. From the perspective of market promotion, products can be divided into market start-up period, market growth period, market maturity period and market

Pay attention to the number of advertisements. Generally, the advertising network has regulations on the ads that can be served on each web page, and as the number of advertisements increases, the corresponding cost-per-click will also decrease. Many webmasters will think that the more ads they advertise, the more revenue they can get. In fact, this is a wrong idea. In fact, the more ads that are advertised in most ad networks, the lower the price. . And if too many advertisements are placed on a website, it will also make users disgusted.

Avoid violations of delivery rules such as

City image continues to spread through high-impact media

It aims to show the overall image of the city's history and culture, appearance construction, humanities, etc., and strengthen the city's position in the public in a certain range. It is an important part of urban brand communication.

Its delivery strategy requires high authority on advertising media, and the credibility of advertising media directly affects the image of the city. Therefore, CCTV, which can reflect the status and strength of the city, is generally selected as the first choice for publicity. High-quality media to carry out domestic and global coverage.

The purpose of city image advertising is to show the city, form a brand accumulation, and ultimately affect the audience's impression and touch the information feedback. Therefore, city image advertisements should be delivered with longer versions of 30 seconds or more, and their image display should be more attractive and attractive; the delivery period should be kept long to ensure the best results of image enhancement and recognition. For example, since 2001, Dalian has remained at

City brands can't be achieved just by spreading over a period of time. Long-term cultivation is required to gradually increase the city's popularity and reputation, and cultivate more urban loyal customer groups. In the different communication stages of urban brands, their TV advertising strategies also differ.

Centralized communication in early development

Focus on increasing the visibility of the city. There are not many operational budgets, and there is a great need to quickly raise awareness. This situation is suitable for applying a centralized advertising strategy.

Such as a major festival in the city or "May 1st", "11th"

It is not difficult to see from the following "2006 Ladder Map of National Urban Brand Advertising Expenses" that the higher the cost of urban brand advertising, the more obvious the advertising effect. But it is not absolute, it is not that the advertising effect will not be achieved with less money, as long as there is a scientific and reasonable delivery strategy!

Low budget with high-quality media as a springboard

Most of China's urban customer communication budgets are low. How to make the low budget play a greater role and how to achieve high-quality communication is a problem that plagues urban customers. Citing one of China's top ten urban planning experts,

The choice of advertising strategy from the strategic regional market to the national market is a rational choice made by Chinese enterprises in the face of four types of complex environments. Compared to other advertising strategies, such as full flowering, the delivery strategies discussed in this article have more advantages.

I. Chinese enterprises face four types of complex advertising

1. Complex and diverse government regulatory environment

Chinese enterprises face a multi-regional regulatory, multi-level management, and multi-scale law enforcement regulatory environment. More than 30 provinces, municipalities and autonomous regions in mainland China, more than 300 prefecture-level cities and nearly 2,000 county-level cities have their own government advertising supervision departments. The only "Advertising Law" promulgated by the Chinese government in 1994 appeared broad. Old and obsolete, all that remains is the promulgation of administrative measures and temporary regulations by governments at all levels. As a result, the law enforcement departments in different places have different approvals for the same version of television or newspaper advertisements, and the punishment standards for illegal advertisements are also different. In 2005, the controversy and different processing results of the same advertisement of Procter & Gamble Company directly reflected this phenomenon. The complex government environment has challenged advertisers' ability to deal with the land relationship.

2. Increasingly segmented consumer environment

Increasingly segmented consumer environments have sounded alarm bells for advertisers with a version of the advertising tape. With the advent of the well-off life era and the growth of children in the late 1980s, Chinese consumer groups began to accumulate and differentiate. Network, mobile phone buttons, "corn", "fans", sister Furong, cardinals, silver-collars, gold-collars, etc. have emerged. Their hobbies are also becoming more diverse, and even the interests of the same person will often change. This makes it difficult to target a single group of ads. Even the same drug advertisement is used in the selection of "take medicine" and "take medicine" advertising words, because the target groups are different.

3. The vast natural environment

The vast natural environment has caused differences in product types and advertising requirements. China's land area is equivalent to that of Europe, and the geographical and climatic differences between each province in China may be greater than the differences between European countries. Regional differences inevitably bring about differences in language, socio-cultural and consumer needs. For example, product advertising for real estate has obvious local characteristics (aside from brand advertising). The differences between the selling point of cars in the northeast and northwest are also obvious.

4.Various media environments

Advertisers in China face a richer and more diverse media environment. In 2005, the super broadcasts of Super Girl and Da Changjin showed that the characteristics of local media or niche media have become a powerful tool for dividing the authority of CCTV. Hunan Satellite TV's "Happy China" has been implanted in the hearts of the people, setting off a brand positioning wind; Anhui TV's TV drama hypermarket has also been recognized by the general audience. The survey shows that CCTV is characterized by its strong influence on rural areas and the elderly. Among the audience's favorite TV channels, about 15% chose CCTV and about 14% chose Hunan Satellite TV, and most of them were younger viewers. This brings new considerations to Chinese companies' advertising in 2006.

Five issues that Chinese companies need to review in the face of complex environments

1.Do you have money?

For advertising, money is not everything, but without money, it is absolutely impossible. Advertising requires a lot of cash flow. The higher the level of media delivered, the greater the cash flow of the monthly spend. In 2006, in the CCTV advertising tender, P & G won the bid again with 394 million yuan. The other two dairy companies Yili and Guangming followed closely with total bids of 248 million yuan and 225 million yuan, respectively. Such high advertising prices are unmatched by any media. At this bidding meeting, the Quanzhou bosses once organized a clothing army group, which was originally intended to be bundled together to buy a set of CCTV in a certain golden segment, but the price was still too high to give up. In fact, the more important question behind it is whether the company has continuous cash flow to ensure the continuous delivery of advertising. Wahaha, when it attacked the Shanghai market and put in more than 20 million in advertising costs, there was no improvement. As a result, Zong Qinghou gritted his teeth and added more than 20 million before he succeeded. How many companies in China have such courage and courage? What other banks and governments dare to lend money to advertising companies regardless of risks? The main problem encountered by CCTV's several fallen bidders in the past was the rupture of the capital chain.

2.Unavailable

Commercial advertising is necessarily a link in the marketing mix, so the cooperation of ground channel construction is essential. If the ground doesn't keep up with the air, in the end media advertising can only become a firework blooming on New Year's Eve. For example, Jianlibao s Fifth Season and Fruit Fruit Steam are full of marketing advertisements, including smashing 31 million yuan to broadcast the Fifth Season advertisement during the CCTV World Cup live broadcast, but the inconsistent work on the ground Caused a lot of waste of advertising costs and subsequent market problems.

3. There is no shortage of people

At the same time as the company puts out the advertisement, it needs the cooperation of the ground sales team. This includes whether there is a ground terminal occupation that cooperates with aerial propaganda, whether there is a tough terminal promotion team, whether there is a strong market management team (especially the management of the price system), and whether there are sufficient staff to ensure market docking. . Even for investment promotion, a strong dealer management team is needed.

4. The relationship is tough

The premise of advertising is to ensure that the advertising is in compliance with the management requirements of the business administration department in the jurisdiction of the media. However, this standard is really difficult to grasp. It's not uncommon to hit the ball, and the key lies in the law enforcement officers' grasp of the scale. For an illegal advertisement, they were fined from a fine of 30,000 yuan to a fine of 300,000 yuan. Therefore, companies have to think about their own land relations. This is the actual situation that Chinese advertising cannot be bypassed.

5, the process is well controlled

Enterprises must have sufficient capacity to monitor the advertising process, evaluate advertising effectiveness at any time, and adjust marketing strategies in a timely manner. When I was in the market, I found out that a certain alcoholic advertisement had been advertising the New Year's Edition in a provincial station in April. This year has really been a long time. I don't know what their CEOs think about it! Generally speaking, enterprises should have a set of backup advertising programs, including backup advertising tapes, to prevent accidents.