Focus Rule Of Brand Communication

I only know that half of my advertising expenses are wasted, but I don't know which half is wasted.

John Wanamaker (John Wanamaker)

Twenty-first Century is the century of brand competition. Advertising is the most effective shortcut to shape and enhance brand.

Nowadays, consumers are surrounded by advertisements every day.

According to statistics, the contemporary Chinese people living in the central city face thousands of advertisements every day, but most advertisements are ignored.

This is because many advertising creativity is mediocre, unable to leave a deep memory in the minds of consumers. On the other hand, it is also because of the massive growth of information and the increasing diversity of pmission channels.

The waste of advertising has become the biggest waste of enterprises.

Therefore, in order to effectively capture the soul of the target consumers, we must create breakthroughs in advertising. On the other hand, we must abide by the advertising focus rule.

Seize the opportunity to build a brand's last chance with advertising.

First of all, let's take a look at the trend of media development:

Advertising filters on the Internet have emerged, though technology is not yet mature.

In the United States, telephone advertising filters can keep owners away from phone ads.

It is technically feasible to filter out all commercials of TV commercials, leaving only the choice of TV stations.

It is predicted that new technology can produce a filter in the future, which is like a broker to block out unwanted information for us.

This also means that manufacturers will get more and more difficult to get consumers' attention.

According to CCTV's strategic plan of China's most powerful media, CCTV will launch 60 sets of TV channels by 2008.

Think about the fact that when there are hundreds of TV channels available for us to choose, we will complain: "there is nothing to see."

It's just like the wife of President Marcos of Philippines, Imelda opened her cabinet of more than 3000 expensive shoes, and then said, "I have no shoes to wear!"

Ci Xi, the old Buddha, faced 108 kinds of delicacies. She would say, "nothing can be done."

This is distraction.

"More and more things, we know less and less", all the gaps in human life will be filled by the media.

But people are intelligent, and naturally they will have psychological defense mechanisms.

Though life is becoming more and more complex, people are more and more aware of the simple value, and more and more consumers will prefer to pay more money or choose.

Perhaps in the near future, there will be two categories of corporate and brand targeting: one is those who will save time and money, the other is those who will save time.

We find that there are more and more people who belong to the latter.

Hurt, the Nobel Laureate in economics, said: "with the development of the information age, what is valuable is not information but your attention."

Attention will become the most scarce strategic resource in the era of brand competition. Therefore, the "attention of the audience" has become the driving force for increasing competition among brands in the real market environment.

To a certain extent, brand competition is, in the final analysis, competition for attention.

And whether attention can become a permanent resource depends on the influence of information sources, that is, brand competitiveness.

Focusing on advertising and brand building are the last chance to seize the opportunity in the future competition.

Advertising focus: advertising channel focus

Thomas Collins, a famous American marketing expert, pointed out: "the maximization of media selection means that enterprises should be alert to every special opportunity, especially the most advantageous media for maximizing marketing."

This principle is especially applicable to China, because the mass media in China are very different from the mass media in other parts of the world. China is the most complicated country in the world.

Only through the analysis of television media, the number of the country's largest number exceeds 3200 TV stations.

China's television is a hierarchical system of "four levels of television and mixed coverage", which is divided into administrative regions.

The central, provincial (autonomous region, municipality directly under the central government), land (city, state, League), county (flag) four levels are equipped with television organizations, covering the network also extends to the township (town), administrative villages, natural villages (communities).

But there is no affiliation between the TV stations, and there is basically no commercial economic relationship.

With so many TV stations, advertisers will not be able to integrate our media resources.

The complexity of China's communication channels compels enterprises to choose their advertising channels scientifically.

This is the characteristic of China's advertising channel. Any brand that wants to develop the national market must invest more material resources, financial resources and intelligence, and make comprehensive use of the strategy of "national advertising" and "local advertising".

It is precisely because of the complexity of the advertising channel in China that advertising should not be dispersed. Instead, we should focus on advertising budgets and stick to the focus rule.

To build a strong national brand, we must rely on the power of advertising.

At this time, we must choose those strong media, create brand by advertising, and make full use of communication potential energy.

This requires enterprises to pay attention to the choice of media platform in shaping the national brand.

The effect of advertising and the contribution rate to brand equity are not only determined by advertising creativity, but also closely related to the environment in which advertisements are located.

The same advertising works are broadcast on different advertising occasions and different media platforms, and the advertising results obtained are also different.

Different media have different media images. The media image includes program image, channel image and TV station image.

The media image has a great influence on the advertising effect. If the media image is similar to the advertising brand image, the media will have better value for the brand and produce better advertising effect.

In addition, the media in the leading position has better advertising environment and greater influence on their audiences, which will make the advertisements appearing in the media have better persuasion effect.

Advertising focus rule two: advertising focus

Nowadays, no matter how powerful the enterprise is, it can not replace the consumer's acceptance and acceptance.

Nowadays, there are more products, more media and more advertising, but the brand's bearing capacity of consumers will not increase. Under such circumstances, if we want to put products and brands into the minds of consumers, enterprises must concentrate more simply and simply, so that the dissemination of information between enterprises and brands will be highly targeted, so that it is easy to drill into consumers' minds of all kinds of information.

An important achievement in applied psychology is the discovery of human's "sensory threshold": when we put 100 grams of weight on the hand and then add 1 grams, no one can feel that the weight has increased.

If you want to feel the weight gain, you must add 3 grams or more weight.

In other words, if the weight increase is less than 3 grams, we can not feel the weight change.

This minimal change in stimulus that can cause sensory changes is called the differential sense threshold.

We can not feel the stimulus changes at the threshold, and we can feel it only if the stimulus changes over the limit.

The same is true of ubiquitous and ubiquitous advertising. The flooding of advertising information will stimulate consumers to form the psychological immune system of advertising.

When people develop the immune system of advertising, enterprises will have to spend more money on advertising.

Marketing and advertising planning experience shows that advertising must also focus on the delivery.

Successful listing activities always drive the popularity of the first year, while the first year's advertising costs will be 2/3 higher than the next year.

When the product is first put on the market, it is still in the stage of market development. Consumers are completely or unfamiliar with it. Therefore, we should publicize the function of products through various packaging methods, such as product packaging design and advertising, and urge them to enter the market as soon as possible.

This stage of advertising is very important, the purpose is to introduce to consumers the function, characteristics, quality and use of products, so as to arouse consumers' desire to buy for the first time.

Generally speaking, the promotion cost during the import period is very high.

In order to improve the sales channels, we need to make patient and meticulous persuasion for middlemen.

In the initial stage of brand promotion, brand publicity must be highly unified with specific products, and advertising must be highly coordinated with specific products.

That is to say, the new brand must be attached to the product and go into the consumer's life together with the product.

When new brands are first listed, they spend a lot of money on advertising, which is better than other times.

Advertising focus rule three: advertising management focus

In the marketing mix of an enterprise, advertising, as the most important means of information dissemination and promotion, will cost a lot in the specific application. Under normal circumstances, the cost will be a considerable part of the total marketing expenses of the enterprise.

In this sense, the waste of advertising is the biggest waste of enterprises.

Therefore, enterprises must be clear that advertising is an important part of enterprise operation cost and an important part of enterprise management.

But no matter what form of management is adopted in the form of organization, advertising management must stick to the focus rule and adopt centralized management.

This is the requirement of integrated marketing communication and the requirement of brand.

The cost of using different forms of advertising will also vary greatly.

Therefore, it is necessary to analyze the relationship between advertising effectiveness and advertising costs, and consider the payment ability of enterprises. According to their economic ability and advertising cost per thousand people, we can choose the media that can cover the largest number of target consumers, and determine the advertising form with relatively good effect and relatively low cost, so as to find the best cost of advertising expenses.

At the same time, the focus of advertising management requires the executives to control the power of advertising expenditures.

If the specific power of advertising is placed in the middle and lower levels of enterprises, or even delegated to distributors, on the one hand, it is not conducive to the accumulation of advertising value to the brand, and on the other hand, it is easy to form a "black hole" in advertising management.

Dealers advertise for products or brands, but tend to sell advertisements. But once they are poorly mastered, they will have an adverse impact on the accumulation of brand assets and the long-term development of brands.

At the same time, the advertising media selected by distributors are mostly familiar with the media, as well as the high discount media.

For dealers, local media is the first choice.

Many powerful foreign brands have entered China, mainly attacking local media and adopting regional penetration strategy. This strategy is based on brand awareness and brand competitiveness of foreign brands for decades or even hundreds of years.

But some foreign brands only focus on regional advertising. In China, big brands have made regional brands.

As foreign brands have more accurate grasp of China's local market, their advertisements are gradually focusing on strong media.

As one of the biggest advertisers in the world, P & G has become the biggest advertiser of CCTV, and internationally famous brands including Motorola, NOKIA and so on have also begun to participate in the annual gold advertising tenders of CCTV.

Advertising focus rule four: advertising positioning focus

Advertising management is the core part of brand management (advertising management is a systematic project).

Whether it is the selling point of a product, or the buying point of consumers, or the theme of marketing communication, it has the basic characteristics of a unified and unified stage, coupled with the need to build up the reputation of product brand, enterprise brand and industrial brand image, which makes the advertisement possess the characteristics of the system engineering and requires the advertising to be put in.