Four Great Vulgar Influences China'S Advertising Industry

In February 20th, the CTR market research released the Research Report on China's advertising market. As a developing country, China has become the third largest advertising consumption market in the world.

In 2005, the total cost of advertising in China amounted to 243 billion 900 million yuan, and China's advertising spending ranked third in the world, second only to the United States and Japan.

The report pointed out that although the total cost of advertising in China last year was the lowest in 3 consecutive years, the advertising of some new products such as credit cards and foreign wine continued to grow at a high speed.

Although the growth rate declined in 2005 compared with 2004, this indicates that China's advertising market has entered a low growth period.

But the advertising growth of some new products is astonishing, for example, the growth of advertising fees for credit cards and foreign wine is 80% and 156% respectively.

The overall economy is only sixth of the world's total, and advertising spending squeezed into the world's top three.

China's advertising industry once again proves that in addition to the manufacturing industry is a high energy consumption industry, the advertising industry is also constantly carrying out the extensive operation with low input and low output, which is not a brilliant product and train of thought for the whole nation and the people of the world.

When the Chinese government proposes to build an intensive society and an innovative society, it is necessary for us to cut through the advertising industry and further analyze the vulgar situation of the advertising industry.

Once a marketing expert put forward to build a brand at low cost, I feel as if it is redundant. The meaning of the economy is to make a thing in the most economical and practical way.

Since there is no low cost, what is the significance of economics and marketing? If we extend this way of thinking, we should have the distinction between economic marketing and luxury marketing, and that is the founder of economic marketing.

1, with the high coverage of CCTV, bombardment from dawn to dusk.

At present, CCTV still belongs to the first media in China. It has a very wide audience group. It also regards the only national media that can really be called.

Even in many remote rural areas, they can take care of them.

Other TV media are not so lucky.

Because of this, CCTV has become the target of many advertising companies and brands to chase their forehead.

In addition to brands like big brands, such as Procter & Gamble and Haier, many small unknown brands, even after CCTV invested 10-20 million advertising fees, also launched slogans on CCTV's list of products.

The result of CCTV brand generalization is the depreciation of CCTV brand.

Even a screwdriver factory on the side of the road can justifiably claim that its product is also "CCTV's top brand". CCTV has made great contributions to the public's audio-visual misleading. Many people have been accompanying CCTV day and day since they were born. The CCTV advertisement will naturally believe in the products advertised.

Of course, if the product is not in good use, it will blame the manufacturer for its worst, but not the CCTV problem.

Of course, with its high coverage and audience rating, CCTV is fully qualified to produce a leader every year. However, CCTV's game rules undoubtedly increase the marketing cost and the purchase cost of consumers every year.

In the light of the advertising truth of who consumes and who pays.

The rampage of CCTV undoubtedly increased the price of many products. Many consumers began to rely on the memory of their minds for consumption rather than consumption based on the true understanding of products. When the existing memories collide with new advertising information or product information, consumers will often be at a loss.

Eventually, his buying behavior has become a contest between advertising and advertising, and China has become a typical advertising driven society, rather than a smart and informational society. Huge waste of communication costs can be imagined.

The high advertising cost of CCTV caused another result that bad money drives out good money.

Because some enterprises do not have such a high advertising cost, so they can't get CCTV, so the products with high quality and low price are replaced by the so-called brand with high quality and high price. Undoubtedly, this is the sorrow of Chinese enterprises and the sorrow of Chinese people.

CCTV's rules of the game, while accomplishments some so-called brands and advertising companies, are gradually pushing the Chinese society into a black and white abyss, which allows consumers to pay much more money than normal. This is the first sin of Chinese advertising circles.

2, with the help of celebrities, they try to flicker ordinary consumers.

It is understandable to rely on celebrities' high visibility and public image to improve brand and corporate reputation. However, many advertising companies do not understand the strength of enterprises and the actual utility of products when some brands engage in image spokesmen.

Many movie and TV celebrities are also indiscriminate, so as long as they can get POSE, they can cooperate with each other.

But when the product of the endorsement product is out of question, it immediately declares that it has nothing to do with the enterprise. The bridge -- the advertising company has the original sin.

People believe in stars, and of course believe in the products of celebrity endorsements.

From daily toothpaste, toothbrushes and other small things to clothing gestures to large household appliances, people will follow the stars once enough to consume enough. But how are the products actually? Advertising companies may know, but they will not tell the truth, and the stars may know that they will not speak the same thing.

The media is even more indifferent to anyone who gives money.

Finally, the most asymmetric information is the common people. The real situation of products and enterprises has been kept in the dark.

When the products are exposed to quality, safety or health crisis, people once again blame the dishonesty and lack of self-discipline of industry. They seldom recall that advertising companies and so-called celebrities are also one of the culprits of the crisis, but it is a hidden danger, and the latter is to help them achieve this hidden danger. In essence, there is no difference.

At present, consumption in China is basically based on authoritative consumption. CCTV is an authority, and celebrities are also authority.

The poorest people are ordinary people.

Listen to the authoritative advertisement, but harvest a batch of garbage, finally can only complain of their bad luck! {page_break}

3, do not understand marketing, only talk about advertising, misleading enterprises, harm people not shallow!

80s and 90s are the stages of advertising achievement. A large number of originally unknown brands can stand out in many enterprises. The contribution of advertising is indeed indispensable.

But by twenty-first Century, when more and more enterprises were concerned about management, channel, team, executive power, learning organization and company structure, the advertising industry still could not provide a package of service contents and marketing programs for the enterprises. They still were keen to mislead enterprises with the pursuit and flattery of simple advertisements. They ignored the existing structure, channels and management problems in the operation of enterprises, and urged customers to bring limited resources into advertising.

Although a well-known planner in China is known as the first advertiser in China, after a series of successes, few successful cases can contribute to the industry a few years ago.

Some unsuspecting enterprises are still eager and sincere to visit and thirst for good policies.

The final result is often wasted, and there is little improvement in the business environment. Instead, some of the existing resources are consumed.

When the product competition is not intense or the market competition is in the initial stage, the promotion effect of advertising on product sales and brand promotion is very obvious. However, when the enterprise competition is more detailed than the management, the enterprise is increasingly becoming a complete system to operate.

Advertising is still effective, but its role can be limited. The final result is closely related to the organizational structure, channel characteristics, corporate culture and personnel quality.

Simply attributing the failure to my advertising success, you have been unable to convince the company more and more because of your improper operation.

So the intervention of practical marketing experts is imperative.

From the simple advertising planning expert era to the marketing expert system solution, this is the promotion of China's marketing practice.

Now there are a number of marketing experts who have worked out from actual combat, instead of selling ideas to enterprises by providing simple advertising ideas, they are offering more and more package solutions and tracking services, so as to achieve the marketing intervention of controllable planning consultation, and achieve a long-term strategic partnership of mutual growth and development with enterprises. This is the negation and development of the original advertising strategy.

And this way has been widely welcomed by enterprises! {page_break}

4, advertising originality is vulgar, caters to low tastes and degenerates public aesthetic.

When a well-known marketing expert in Beijing made a speech at Peking University, he said that he wanted to talk about pornography marketing. He suddenly let Peking University professors know nothing about it. Then he began to borrow the so-called pornographic marketing, that is, color and situational marketing, referred to as pornographic marketing.

But there are plenty of advertisements close to pornography in China.

Sometimes even naked.

There is an advertisement for skin diseases in Guangdong. The advertisement is "husband, I itch", "itching and itching".

Finally, it is XXX capsule.

Of course, this advertisement should be a successful advertisement from the functional appeal of the product, but borrowing the female as the protagonist of the advertisement will undoubtedly have great jokes on women.

The words between two couples are sometimes not easy to spread in public places, and the dubbing of advertisements is full of provocative tone.

Therefore, the advertisement can not be seen in other provinces and cities except in Guangdong.

Of course, the advertising planners will argue that their advertising creativity is not a problem, but they are being skewstruck by you! This is actually a manifestation of a guilty conscience. There are few decent gentlemen in the world. As long as people, people who have normal life experiences will produce some similar associations with common sense of life in some scenes, there is no guilt in itself.

The wrong thing is that the advertising planners took the entertainment that they had eaten after dinner to the time when the regular family was engrossed in the exhibition. They only said the vulgarity of the planners. The result was that the public felt that many topics could be talked openly about, and the trend of the world was inevitable.

A famous brand of washing powder in the country has planned the TV advertisement of "you have soaked?" and "you bleached". But in the end it was banned. In fact, it is the same reason. For the topics and words that have already been discussed in private, it is against the moral standards of the whole family, including adults, children and the elderly, to comment openly before the public media.

The victims are mainly children, and they will ask, "is this slogan a meaning that is heard outside?" it can also be spread on TV, suggesting that there is nothing wrong with it.

It is no exception for the advertising industry to enhance their influence through creative planning, but keeping the existing moral standards of the society is the bottom line for a planning case.

The role of morality is to let the public have a sense of shame. If it crosses it, it will be a good plan for bringing about a surge in sales volume. It will also be disregarded by the public.

Because in addition to our appreciation of this advertisement, and our children, they are still in the stage of growth. Protecting them is actually protecting our future from a pure environment.

A harmonious society is based on a set of social moral principles. The advertising interface should have more sense of social responsibility for the idea of building a harmonious society put forward by the state. In fact, noble advertising can make people moved and heartbeat!

Conclusion: the advertising industry is an industry full of wisdom and creativity. The Chinese advertising industry needs to learn and improve a lot.

The level of advertising in a country often reflects the overall level of consultation and planning in this country.

Without systematic learning marketing theory and advertising science, blindly opportunistic and smart tricks eventually hurt others, and also hurt themselves. The pformation of a country's overall economy should be controlled by the largest consumption of resources. The cost of advertising will be reduced, and the overall cost of business will be reduced, and the innovative research and development of high value-added products will be made.

Independent innovation and resource intensive should be the direction of China's future social development.

China's advertising industry, the need to learn a lot! Hope a few years later, China's advertising expense ranking can be lower than the economic total of the ranking! It can be comfort the world!