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来源:  日期:1970-01-01

  如何让客户户外广告效果大化,这个问题值得思考:
  How to maximize the effectiveness of outdoor advertising, this problem is worth considering:
  1、要有阶段性(如新产品上市、如某促销期间等)及其更长时限(如年度)的宣传计划,与之对应的是还要具有确保计划实施的执行系统。
  1, there should be phased (such as new products listed, such as a promotional period, etc.) and its longer duration (such as the annual) of the publicity plan, with the corresponding is also to ensure that the implementation of the plan to implement the system.
  众所周知,无论是产品的卖点,还是消费者的买点,抑或是营销沟通主题都具有阶段性的同一、统一的基本特点,再加之出于树立产品品牌、企业品牌及产业品牌形象美誉度的需要,这就使广告具备了系统工程的特征。但在实际中,这种系统却正在因宣传的无计划或宣传的随意性,而遭到了极为严重的破坏。
  As everyone knows, whether it is selling products, and consumers to buy, or is the basic characteristics of the same theme, unified marketing communication has phased out, coupled with the need to establish the brand, corporate brand and reputation of the brand image, which makes the advertisement has the characteristics of system engineering. However, in practice, the system is being destroyed by the publicity of the unplanned or publicity, and has been extremely serious damage.
  2、要防止试一试的“花心”态度将自己引向歧途。
  2, to prevent a "playboy" attitude will mislead yourself.
  在笔者挂着顾问头衔的某房地产企业,有一产品质素、内外环境、品牌知名美誉度俱显弱势的楼盘正在发售过程中。该企业在楼盘销售不得不广告的压力下,为了所谓的“节省资金”和“检验各媒体的广告效果”,在项目地的四家主流都市类报上,先是各投一期1/2版的广告,接下来就停个大半个月以坐等各媒体的广告效应(孰不知,对某具体报纸广告而言,至少需要连登三期才能显现较好的广告效果);不见多大效果,便愈加谨慎,又将原先1/2版的广告缩变为了常规的1/4版大小(孰不知,目前的房地产广告大都以1/3版以上的广告规格扎堆拥挤,在版式、版面安排等方面无明显出彩之处的小版面广告势必会淹没在众强手之中);还是难见效果,该企业仍然不能确定何种报媒才是适合自己的实效媒体,后甚至不知道了如何再做广告。
  I hung the advisor of a real estate company, a product quality, internal and external environment, brand reputation are vulnerable to real estate is on sale in the process. The enterprises in the real estate sales to advertising under the pressure to the so-called "save money" and "to test the media advertising effect", the four major metropolitan newspapers in the project area, the first is the investment a 1/2 version of the ad, then stopped a half a month to wait for all the media advertising effect the body (which I do not know, at least three even get to show better advertising effect in certain newspaper ads, not much effect); see, it will be even more cautious, and the original version of the 1/2 advertising to 1/4 version of conventional shrinkage (which I do not know, the current size of the real estate advertising mostly in 1/3 version above ads get together in the layout, the layout is crowded, etc. no obvious place small advertising layout will drown in the skilled person); or the microscopic effects, the enterprises are still not sure what kind of newspaper media only Is the most suitable for their own effective media, and finally do not even know how to advertise.
  通过此例不难看出,该企业缺乏基本的信息传播常识,急需力量的支持。也是正是基于这种认识,笔者才受邀为了他们的营销顾问。
  This case is not difficult to see that the enterprises lack the basic knowledge of information dissemination, need professional support. It is also based on this understanding, the author was invited to their marketing consultant.
  3、相信的眼光,选择适合的力量。
  3, believe that the professional eye, choose the most suitable professional strength.
  术有专攻,这在社会分工越来越细的今天更是如此。但是却有许多人不信这个邪。如:置央视索福瑞等调查公司调查结果于不顾,偏要自己东一家、西一家媒体的试试效果;将策划力量的策划东肢西解,选择自己主观臆断实效的执行;将设计力量的稿子变为符合自己审美倾向的自己的作品;等等不胜枚举。
  Specializing in surgery, which is more and more fine division of labor in society today. But many people do not believe this evil. Such as: the CCTV Sofres survey on professional survey company to own a partial disregard, and west a media try effect; planning the East West limb solution professional planning power, choose their own subjective and effective implementation; professional design strength to match their manuscript their aesthetic tendency the works and so on; be too numerous to enumerate.
  以上就是今天小编为您分享的知识,希望对您有所帮助!我们用满腔的热情、无限的激情对待工作和客户,我们愿意用勤奋的努力和您一起共铸美好明天!
  The above is today Xiaobian for you to share the knowledge, I hope to help you! We are filled with enthusiasm and passion towards work and customers, we are willing to use the hard work and you create a better tomorrow!
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