What Is the Role of Place in the Marketing Mix?

Advertising marketing refers to the activities of enterprises to promote products through advertisements, promote direct purchase by consumers, expand product sales, and increase the visibility, reputation, and influence of enterprises.

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Advertising marketing is a marketing planner who thinks, summarizes, and executes a complete set of marketing programs that leverage the power of advertising. Advertising marketing is not limited to online marketing, but is more commonly applied to traditional marketing. Online marketing can maximize the dissemination to the audience, and it is also more accurate. Online advertising marketing requires advertisers to use the online platform to invest in targeted customers. "Creativity" is the most important tool for capturing the user's attention. The creative advertising marketing planned by using consumers' eyeball benefits can make their advertisements stand out from the mass of product information and catch the attention of the audience.

Advertising marketing is mainly based on outdoor advertising and media advertising. Outdoor advertising includes large-scale shopping malls, subway stations, cinemas and other densely populated places with high traffic. Media advertising mainly refers to newspapers, radio, television, and the Internet. Advertising on the media, companies mainly use the above two methods to promote the brand image, thereby occupying an advantageous position in the fierce competition.

Advertising is a means of publicity and a way for the public to understand the business. The main purpose of advertising ideas is to make people notice and be impressed. But there are a lot of things that you need to pay attention to in order to be creative, so that you can do more with less. ^[1]

1. Value enhancement can be seen as brand extension

A good product should be supported, not hindered. However, if the market's dynamic development has created a demand or desire, then extending a brand can be considered to increase the value of the original brandsuch as sugar-free, sodium-free, low cholesterol, and no artificial additives. After discarding Biodegradable, recyclable, etc.

2. Proper brand extension

If brand extension is used as a way to deal with competitors, this approach of participating competitors is very risky and expensive. Companies need to use market research to determine whether this brand extension really meets market demand.

3. distinguish between primary and secondary goals

Usually the main goal is to create sales performance or profit. Is the goal of brand management to control the entire market? Or is it to meet some local needs? Don't let the core product and its extended products compete with each other in terms of goals, and their goals should complement each other.

4. Increase the added value of the product

Whether it is a core product or an extended product, to give people a reason to buy your product, you should emphasize the advantages and characteristics of the product, increase its value, eliminate existing or potential instability factors, and create an atmosphere of acceptance.

5. Don't ask for the best, just ask for the better

If you have innovative planning and imagination, the market will pay off, because your innovation is bound to attract the attention of the public. Entering the market first can gain the status of a pioneer and also give you the advantage of being a market leader. However, if you can't reach the first place, you are better than others. ^[1]

Many newspapers and the Internet have criticized the advertisement show in the scenic spot. In reality, many advertisements have good intentions, but there are no clear and measurable advertising goals, so the advertising effect is greatly reduced. Many advertisements are depicted in an abstract way. Such advertisements are not painful or itchy. Some are for investment promotion and some are for attracting tourists. However, due to the vague advertising goals, the advertisements made have not achieved the expected results. However, the importance of advertising marketing is indeed obvious. Only when the popularity of the scenic spot has increased, its influence has increased, and its reputation has increased, can it occupy a favorable position in the tourism market competition, develop tourism and attract investment.

(1) TV commercial

TV ads are the most intuitive, effective, and direct type of communication that combines vision, hearing, and sensation. You can see many TV travel advertisements every day.

For example, in Shanghai, Yao Ming, a well-known character in China and even the United States, will be shaped into a city symbol, a star, and transformed into a common role in countless real life, police, supermarket waiters, construction workers, etc.

In Chengdu, through a story where a junior uses DV to help grandma find her roots, she will seduce the tranquility of Du Fu's thatched cottage, the mood of Wuhou Temple, the hustle and bustle of Longmen Town, the fashion of Chunxi Road, and the popularity of authentic snacks Singapore, under the theme of "very Singapore", launched new year articles, shopping articles and so on.

In addition, the intensive bombing of Mianshan on Shanxi TV, and the broadcast of Huangshan and Yinchuan on CCTV have achieved significant results.

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Advertising marketing background

Advertising marketing psychology model (ELM) was proposed by psychologists Richard E. Petty and John T. Cacioppo. It is the most influential theoretical model in consumer information processing. The model is based on the assumption that attitudes guide decision-making and other behaviors, and persuasion can influence people's attitudes towards things .

Advertising Marketing Overview

A basic dimension of information processing and attitude change according to this model is the depth and quantity of information processing. The basic principle of the psychological model of advertising marketing is: different persuasion methods depend on the possibility of fine processing of the transmitted information . Consumers can consciously and actively participate in carefully considering the information provided by advertisements when they form their attitudes towards advertising brands. They carefully consider, analyze and summarize the information of advertising products or goals, which ultimately leads to a change or formation of attitudes. That is, consumers treat advertising with high engagement. This persuasion process is called the core line of attitude change. Opposite to the core line is the marginal line of attitude change. In the marginal line, the formation and change of attitudes have not actively considered the characteristics of the brand and its advantages and disadvantages, but the consumer has examined the marginal information, such as the brand and advertising It is caused by the connection of positive or negative aspects or technical hints.

• Wanfang Data Journal Articles Interpret National Advertising Marketing from "Made in China" Series-News-2010 (1)

• Advertisement Management and Advertising Marketing of the Wanfang Data Journal Article "The Economist"-News University-2011 (2)

• Research on Marketing Strategies of China's Food and Beverage Advertising in China-China Business Research-2006 (21)