Buying Strategy Of Attention In Clothing Enterprise Marketing

In the information society, information is no longer a scarce resource attention But it has become the most rare and scarce resource. Attention is guided by information. Attention economy has created a new business environment and business relations, which has changed the concept of the market and the distribution of market value. In this environment, businesses pay more attention to public attention and attention maintenance.

Attention resources are scarce and therefore expensive. Clothing enterprises have to invest a lot of money to buy consumers' attention. The advertising expenses of various industries in the United States account for about 2.5% of its sales, of which 85% is paid to the media to purchase attention resources. Enterprises' spending on attention resources has become an important part of operating costs. Therefore, how to improve the use efficiency of attention resources has become a business goal that enterprises must attach great importance to.

Attract the attention resources of customers or consumers through media advertising. The media is the main battlefield of attention resource competition and the distribution center of attention. This is becoming more and more important in the age of attention economy, where the eye determines the profit. If an enterprise can manage the attention of the media well, on the one hand, it can advertise for the enterprise, on the other hand, it can improve the popularity and reputation of the enterprise in the eyes of the public. Research on consumer behavior tells us that there are differences in consumer behavior. One of the manifestations of this difference is that consumers have different habits of contacting various media.

TV, radio, newspapers and their various program periods or columns usually have a relatively fixed part of the audience, listeners and readers, which publish and broadcast advertisements on different media or in different program periods or columns. Therefore, enterprises Marketing When selecting advertising media, first of all, on the basis of determining the target customers, according to the target customers' habits of contacting the media, select the appropriate media and delivery methods, so that advertising information can effectively cover the enterprise's target customers.

Every inch has its own strength. Various advertising media also have their own characteristics in their ability to express different advertising information, which is another important factor that enterprises should consider when selecting advertising media in combination with product characteristics. If it is necessary to make a detailed and sufficient text description of its performance and use method, newspapers, magazines, leaflets and other media should be selected to enable customers to understand and understand the new product through a relatively rich amount of information.

Another factor that should be considered when selecting advertising media is the cost of advertising media. Enterprises always hope to obtain the best advertising effect with limited advertising expenses. On the premise of ensuring the advertising effect, it should be a principle for enterprises to select advertising media to be careful and reasonable. The purchase decision is directly related to the expenditure of advertising expenses, and therefore is directly related to the cost of attention resources. The more media units you buy from a media company, the more you can enjoy some preferential terms of negotiation. These factors determine the media fees that enterprises need to pay and the details of advertising arrangements.

attention purchase The negotiation is complex, and the purchase time varies according to the specific situation. In fact, successful advertising does not mean that a large amount of advertising funds must be invested. It is necessary to use mass media such as television, radio, newspapers and so on. As long as it is properly used, even if only a small amount of money is invested, it can also achieve very good advertising results. For example, although advertising leaflets are not as fast as TV, newspapers and other media advertising in terms of communication speed, coverage and expression, they can be reasonably used in combination with the characteristics of products and target customers. It can not only achieve satisfactory results. It can also avoid excessive and unnecessary advertising expenses.