Course
Accordingtoresearch,thetermadvertisementisaforeignlanguage.ItfirstoriginatedfromtheLatinwordadvertisere,whichmeansattention,inducementandspread.IntheMiddleEnglishera(approximately1300-1475AD),itevolvedintoAdvertise,anditsmeaningevolvedinto"tomakesomeonenoticesomething",or"notifysomeoneofsomethingtogettheattentionofothers".Itwasnotuntiltheendofthe17thcenturythatBritainbegantocarryoutlarge-scalecommercialactivities.Atthistime,thetermadvertisingbecamewidelypopularandused.Atthistime,"advertisement"nolongerreferstojustoneadvertisement,butaseriesofadvertisingactivities.ThetermAdvertise,whichistheconceptofstaticobjects,hasbeengivenamodernmeaningandtransformedinto"Advertising".ThewordadvertisinginChinesecharactersoriginatedfromJapan.
Before1890,Westernsocietygenerallyacceptedadefinitionofadvertisingas:advertisingisnewsaboutproductorservice(Newsaboutproductorservice).
In1894,AlbertLasker(thefatherofmodernAmericanadvertising)believedthatadvertisingisasalesmanshipinprint(drivenbyareasonwhy).Thisdefinitioncontainsthemeaningofpersuadinginsales.
In1948,theCommitteeonDefinitionsoftheAmericanMarketingAssociation(TheCommitteeonDefinitionsoftheAmericanMarketingAssociation)formedamoreinfluentialdefinitionofadvertising:advertisingisdefinedbyidentifiableadvertiserswhoseideas,Non-personalstatementsandpromotionofanypaymentforgoodsorservices.
ThesignificanceoftheAmericanAdvertisingAssociationforadvertisingis:advertisingispaidmasscommunication,anditsultimatepurposeistotransmitinformation,changepeople’sattitudestowardsadvertisedgoods,inducetheiractionsandbenefitadvertisers.
Thedefinitionofadvertisingin"Webster'sDictionary"is:advertisingreferstodirectorindirectmeanstostrengthenthesaleofgoods,spreadacertaindoctrineorinformation,convenetoparticipateinvariousgatheringsandgatherings,etc.Theformofallthesexualactivitiescarriedout(Webster'sDictionary1977edition).
Inmoderntimes,advertisingisconsideredtobeaformofpurposefulinformationthatusesthemediaratherthanverballytoconvey.Itaimstoarousepeople’sdemandforgoodsandproduceorsellthesegoods.Understandingandfavorability,tellingthemtoprovideservicesforacertainnon-profitpurposeandexpoundingcertainmeaningsandopinions(Webster'sDictionary1988edition).
The"ConciseEncyclopediaBritannica"(15thedition)definesadvertisingas:advertisingisawayofdisseminatinginformation,anditspurposeistopromotegoods,laborservices,obtainpoliticalsupport,promoteacauseorArouseotherreflectionsthatadvertiserswant.Advertisinginformationisdeliveredtotheaudienceorlistenersitwantstoattractthroughvariouspropagandatools.Advertisingisdifferentfromotherformsofinformationtransmission,itmustbepaidbytheadvertisertothemediaforacertainamountofremuneration.
Thedefinitionof"advertisement"inthe"AdvertisingLawofthePeople'sRepublicofChina"is:commodityoperatorsorserviceprovidersbearthecostanddirectlyorindirectlyintroducethecommoditiestheypromoteorprovidethroughcertainmediaandformsCommercialadvertisingofservices.
Features
Advertisingisdifferentfromgeneralmasscommunicationandpublicityactivities.Itismainlymanifestedin:
1.AdvertisingisacommunicationtoolthatcombinesTheinformationoftheproductistransmittedtoagroupofusersandconsumersbytheproductionorbusinessorganization(advertiser)oftheproduct;
2.Advertisingrequirespayment;
3.AdvertisingiscarriedoutAdvertisementsarepersuasive;
4.Advertisingispurposeful,planned,andcontinuous;
5.Advertisingisnotonlybeneficialtoadvertisers,butalsotothetargetObjectsarealsogood,itallowsusersandconsumerstogetusefulinformation.
Elements
Basedontheparticipantsofadvertisingactivities,thecomponentsofadvertisingare:advertisers,advertisingcompanies,advertisingmedia,advertisinginformation,advertisingideasandtechniques,advertisingaudiences,advertisingExpensesandadvertisingeffectiveness.
Basedonthetheoryofmasscommunication,theadvertisingcomponentsintheprocessofadvertisinginformationdisseminationmainlyinclude:advertisingsources,advertisinginformation,advertisingmedia,advertisingaccommodationandotherelements.
China
Antiquity
Chinahasahistoryof5,000yearsofcivilizationandhasexperiencedafeudalsocietyformorethan2,000years.Althoughfeudalsocietyisdominatedbyaself-sufficientnaturaleconomy,thereisalsoacommodityeconomytoacertainextent.Inlinewiththenot-so-developedcommodityeconomy,advertisingcampaignswithsimpleformsbutrichinnationalcharacteristicshavealsoemerged.
Physicaladvertising
Asearlyas3000BC,mycountrystartedtradingactivities.Duetothedevelopmentofagriculture,animalhusbandry,andhandicrafts,surplusproductsappeared.Tribesoccasionallyexchangedbarteritems,suchasclothforlambsandhoesforrice.Thisistheoriginalphysicaladvertisement.Afterenteringtheslavesocietyandfeudalsociety,goodsbecamemoreabundant,andphysicaladvertisementsincreasedaccordingly.
Sellingads
Whensellinggoods,attractbuyersbysellinganddrinking,Knownashawkingads.Forexample,theoilsellerknockedon"bangzi"whileyelling"sellingoil."Thecriesareclearandmelodious,andindifferentindustries,crieshavetheirowncharacteristics.Thiskindofhawkingadvertisementexplainstherelationshipbetweenadvertisingandaudio,whichistheoriginalformofaudioasanadvertisingelement.
Signboardsandguise
Signboardsaremainlyusedtoindicatethenameandmarkofthestore,andItiscalleda"shopsign",whichincludeshorizontalstrokes,verticalstrokes,wallstrokes,sittingstrokes,etc.Thefontsizeisinscribedonthedoor,pillar,eaves,wallorcounter.Theformofthesignisrelativelyfixed,butthewordshavetheirownmerits.SuchasBeijing"Quanjude","Liubiju","Tongrentang"andsoon.Time-honoredsignboardshaveactuallybecometheoperator’sbrandmark,whichhasbeenhandeddowntothisday,suchas"WangMaziScissors"and"Goubuli".Manysignboardsalsohidemanyhumanisticstories,whichhavebecomeamajorculturalfeatureofourcountry.Theslogansmainlyrepresentdifferentcategoriesofgoodsordifferentserviceitems,alsoknownas"tradelabels",whichcanbedividedintoimageslogans,logoslogansandtextslogans.
Theimagefrontischaracterizedbycommoditiesorrealobjects,models,pictures,etc.,whichmakesthecommoditiesthatareoperatedprominentlyandclearly.Forexample,hangawoodenpipeinfrontofatobaccoshop,hangagourdinfrontofahotel,orplaceawinejar.InfrontofthetraditionalChinesemedicineshopisplacedaniron"grind"formakingmedicinalmaterials,andsocksarehunginfrontofthestockingshop.Theimageguisewasrelativelypopularatthetime.
Thesignhoroscopeismainlytheflaghoroscope,thatis,thewineflag.Suchas"WaterMargin"thewineflaginfrontofJingyanggangHotel.Inaddition,theuseoflanternsinhotelsandrestaurantsisalsoacommonformofadvertisinginancienttimes.Especiallyatnight,thedazzlinglanternsareparticularlyattractive,similartomodernneonadvertising.
Mostofthecharactersinthetextaresinglewordssuchastea,medicine,ordoublewordsandmorethandoublewordstoindicatethevarietyofcommoditiesoperated,suchasricebureau,etc.Sometimesthesignboardandtheguiseareusedinconjunctionwitheachothertoshowthefolkcharacteristics.
Printadvertising
TheearliestsurvivingindustrialandcommercialadvertisinginChinaistheNorthernSongDynastyintheShanghaiMuseumTheTimesJinanLiujiNeedleShopadvertisementwasfourorfiveyearsearlierthanthefirstEnglishprintadvertisementtopromotebooksintheUK.DuringtheYuanandMingDynasties,thewoodblockprintingindustrydevelopedandprintedadvertisementscontinuedtoincrease.IntheQingDynasty,woodblockNewYearpictureswereverypopular.Thecontentwasmostlybasedonfolkstories,dramacharactersand"fu","lu","shou",and"happy".Waitingforauspiciouscalligraphyandpainting;manymerchantsusewoodblockprintsforproductpackaging,andpackagingadvertisinghasbeendeveloped.
Modern
AftertheOpiumWar,Chinabegantobecomeasemi-colonialandsemi-feudalsociety,andforeignpowersenteredChina.Inordertopromoteproducts,foreignbusinessmenbegantocreatebusinessnewspapersinChina.Forexample,theHongKongEnglish-languagenewspaper"FriendsofChina",etc.,publishadvertisementsforproductsandindustries.In1853,thefirstChinesenewspaper"XiaLiGuanZhen"appearedinHongKongandstartedtooperateadvertisingbusiness.In1858,thefirstChinesebusinessnewspaper"HongKongShipHeadPricePaper"wasfoundedbytheChinesethemselves,whichlaterbecamethe"HongKongSino-foreignNewspaper"."ZhongwaiXinbao"takescommercialinformation,shippingschedulesandotheradvertisementsasitsmaincontent.Inthe1860s,ShanghaibecameChina'seconomichub,andthenewspaperindustryalsoflourished.Forexample,thefamous"ShenBao"publishedalargenumberofadvertisements.In1919,thecirculationofthe"Shenzhen"increasedto30,000copies,anditsadvertisementsaccountedforabout50%oftheentirepage.TheFirstWorldWarbrokeoutin1914,andthegreatpowershadnotimetolookaround.mycountry'snationalindustryhasdeveloped,andadvertisinghasenteredaperiodofdevelopment,withcontentcoveringbanks,cigarettes,generalmerchandise,medicineandotherindustries.AccordingtotheShanghaiNewsin1923,therevenuefromadvertisingfeesisalmostonemillionyuanperyear.Atthesametime,advertisingfocusesontext,layout,paintingandotherforms.Inadditiontonewspaperadvertisements,otheradvertisingformssuchasradioadvertisements,neonadvertisements,streetsignadvertisements,windowadvertisements,etc.haveappearedoneafteranother.Allkindsofsignboardadvertisementsarefascinatingandfascinating.
AdvertisingagenciesalsobegantoemergeinShanghai.Atthattime,LinZhenbin,thefounderoftheSouthChinaAdvertisingCompany,wasknownasthe"FatherofChineseAdvertising."Inlinewiththedevelopmentoftheadvertisingindustry,theresearchandeducationofadvertisinginChinaalsostartedduringtheMayFourthMovement.In1913,mycountrypublishedAmericanHughman's"PracticalJournalism".In1918,XuBaohuang,ayoungprofessoratPekingUniversity,setupaspecialchapteron"NewspaperAdvertising"inthebook"Journalism",whichwascalledtheearliestinmycountrybyadvertisinghistorians.Writingsinvolvingadvertisingandresearch.Despitetheabove-mentionedachievements,ingeneral,China'sadvertisingindustryhasachievedacertaindegreeofdevelopment,butitisextremelyuneven,low-level,andnotverysuccessful.
Modern
In1949,afterthefoundingofthePeople’sRepublicofChina,theadvertisingindustryhadashortperiodofdevelopment,butthenitenteredaperiodofstagnation.Sincethereformandopeningup,mycountry'sadvertisingindustryhasenteredastageofsounddevelopment.In1979,ShanghaiTVtooktheleadinsubmittingarequestreportforoperatingadvertisingbusinesstothehigherauthorities,anditwasapprovedimmediately.OnJanuary28,the1minute30second"ShenqiMedicinalLiquor"advertisementwasbroadcastonShanghaiTV.Afterthat,TVcommercialsappearedonCCTV.Subsequently,radioadvertisements,newspaperadvertisements,etc.appearedonthestage.Inthisway,theChineseadvertisingindustryhasenteredthespringandisthriving.
InordertoregulateChina'sadvertisingindustry,theStandingCommitteeoftheNationalPeople'sCongresspassedthe"AdvertisingLawofthePeople'sRepublicofChina"in1994,makingChina'sadvertisingcampaignsandadvertisingmanagementlawstofollowandrulestofollow.Theadvertisingindustryhasachievedunprecedenteddevelopmentafterenteringthetrackoflegalization.
In2002,thereweremorethan89,000advertisingcompaniesofvarioustypesinChina,withmorethan750,000employees.Televisionadvertisements,newspaperandmagazineadvertisements,andonlinemediaadvertisementshadatotalincomeofthreebillionyuan.Digits,otheradvertisingformswithChinesecharacteristics,suchasoutdoorstreetsignsandlightboxadvertisements,havealsobeencontinuouslydevelopedandutilized.
AdvertisinghasnowbecomeanacceleratorofChina'seconomicdevelopment,anditisalsoanimportantwaytopromoteinternationaltrade,increaseforeignexchange,andexpandaudiences'horizons.Since1994,mycountry’sadvertisingturnoverhasincreasedatanaverageannualrateofabout20%,whichishigherthanthegrowthrateofGDPinthesameperiod.TheproportionofadvertisingintheGDPhasincreasedfrom0.01%inthe1980sto1998.0.68%oftheyear.
OnSeptember29,2018,the"NoticeonCarryingouttheSpecialRectificationofRadioandTelevisionAdvertising"wasissued,andthespecialrectificationofradioandtelevisionadvertisingwillbecarriedoutfromthedateofissuanceofthe"Notice"totheendof2018.Thecontentoftherectificationincludesadvertisementswithlowcontent,lowstyleandlowtaste,andbroadcastingofproblematicmedicalhealthprogramswithoutrecordmanagement.
Theworld
Earlydays
Theearliestadvertisementsintheworldwerecarriedoutbyvoice,calledoraladvertisements,alsoknownashawkingadvertisements.ThisisthemostprimitiveandsimpleTheformofadvertising.AsearlyastheearlydaysoftheslavesocietyinancientGreece,peoplepeddledslavesandlivestock,publiclypublicizedandyelledforrhythmicadvertisements.ThestreetsofancientRomewerefullofvendors'cries.Carthage,ahighlydevelopedancientcommercearea,wasatradingareainthevastMediterraneanareaandwasoncefamousforthecountlesscriesofthecity.
Trademarksizeisalsooneoftheancientformsofadvertising.Theshop'snameoriginatedintheancientcityofPompeii.IntheancientRomanEmpire,peopleusedfontmarkstoadvertisegladiatorialfightsandcircusperformances.Trademarksaresymbolic.Forexample,adairyfactoryinancientRomeusedagoatasamark;amulepulledamilltoindicateabakery;andachildbeingbeatenwithawhipwasamarkadoptedbyaschool.InmedievalEngland,onearmswingingahammerrepresentedagoldsmith'sworkshop;threepigeonsandascepterrepresentedaspinningfactory.ThelogoofthefirstIndiancigarfactoryinLondonwascarvedoutofthemastofashipbyashipbuildingcarpenter.mycountryisoneofthefirstcountriesintheworldtoproduceadvertisements.AsearlyastheWesternZhouDynasty,therewereaudioadvertisements.Inthechapter"SongofZhou·YouFeng"inthe"BookofSongs"thereisalreadyaverseof"XiaoGuanBeiJu".AccordingtoZhengXuan'snoteintheHanDynasty,"Xiao,madeasmallbamboopipe,andnowadaysthesellerblowsit."KongYingdaalsointheTangDynasty.Thecommentarysaid:"Atthattime,peoplewhosold饧wereostentatious."ItcanbeseenthatintheWesternZhouDynasty,thehawkersofconfectioneryhadalreadyunderstoodhowtoattractbusinessbybluffing.
Inancientmycountry,afteraudioadvertisements,"hangingbanner"advertisementsappeared."HanFeizi·ForeignReserve"saidthat"thepeopleofSongDynastyhaveacquaintancesofwine,thepromotionisveryflat,themeetingisverycautious,thewineisverybeautiful,andtheflagisveryhigh."ThisistheearliestrecordofChineserestaurantsandwineflags.Hotelsareopenedinfixedplaces,inordertoattractcustomers,throwa"flagofwine",whichisalsoaformofadvertisingtoattractcustomers.Thisformhasbeenusedcontinuously,forexample,ZhangJiintheTangDynastyhad"GaoGaoJiuqiHangingtheMouthoftheRiver",DuMuhad"ShuiCunShanGuoJiuQiFeng"andotherpoems."WaterMargin"alsodescribeditlikethis:"WuSonghasbeenontheroadforafewdays...Isawahotelinfrontofhim,carryingaflaginfrontofthedoor,andfivewritingsonit:'Threebowlsarenotenoughforthepost'.""Threefeetofclothinfrontofthehotel,comeandlookforpatrons"in"YuanSong·HouTingHua"notonlyexplainsthesizeofthewineflag,butalsoexplainsthefunctionofthewineflag.
Inadditiontowinebanners,otherindustriesalsohavevariousiconicadvertisingformats.Accordingto"FeiChangfang","thereisanoldmaninthecitywhosellsmedicineandhangsthepotatSitou".ItistouseHuluasasymbolicsignofthedrugstore,hangingonthestreetorinfrontofthedrugstore.The"hangingflags"and"hangingpots"heregivepeopleaveryeye-catchingvisualeffect.Inmodernterms,theyare"signatureadvertisements".
Theinventionofprintingopenedaneweraofadvertising
BiShenginmycountryfirstinventedmovabletypeprinting.TheearliestindustrialandcommercialprintingwasintheNorthernSongDynasty(960-1127)JinanTheadvertisingcopperplateofLiujiazhenpuisnowintheShanghaiMuseum.Thisistheworld'searliestprintedadvertisementeverdiscovered.AfterprintingfromChinatotheWest,Westernadvertisingenteredanewstage.
Modern
In1473,thefirstBritishpublisherWilliamKanksprintedmanyprintadvertisementspromotingreligiouscontentandpostedthemonthestreetsofLondon.ThiswastheearliestprintedadvertisementintheWest.,ThreeorfourhundredyearslaterthantheprintedadvertisementsofLiujiazhenpuintheNorthernSongDynasty.
In1622,theBritishNicholasBrownandThomasKechelfoundedthefirstEnglishnewspaper"WeeklyNews"andpublisheditinLondon.Duringthisyear,therewasabookadvertisement.In1650,inthesectionon"SeveralProceedingsofCongress",abountynoticeforthestolenhorsehuntingofacertain12horseswasposted.Later,in1710,AddisonandSteerpublishedadvertisementsinthe"Observer"magazineaboutthepromotionoftea,coffee,chocolate,books,realestate,auctionitemsofpatentmedicines,andtransferofitems.
BeforetheUnitedStatesbecameindependent,thefirstnewspaperfoundedonApril24,1704,"BostonNewsLetter"(BostonNewsLetter)advertisedanewspaperrecommendedtoadvertisersasapropagandamedium..BenjaminFranklin,whoisconsideredthefatherofAmericanadvertising,foundedthe"PennsylvaniaJournal"in1729andputtheadvertisingcolumnatthefrontofthefirsteditionoftheeditorial.Thefirstpublicationwasanadvertisementpromotingsoap.IntheentirecolonialeraofAmericannewspapers,the"PennsylvaniaDaily"rankedfirstincirculationandadvertising.Inthisnewspaper,wecanoftenseeadvertisementspromotingships,featherproducts,books,tea,andothercommodities.Franklinisbothanadvertisingwriter,anadvertisingmanagerandasalesman.ThemostfamousadvertisingworkhechosetowriteshouldbecountedasasalesadvertisementforthePennsylvaniaFireplaceFactory.Thisfireplacewaslaternamed"FranklinFurnace".Franklin,likecontemporaryingeniousadvertisingwriters,emphasizedthebenefitsofusingproducts,ratherthansimplyintroducingproducts.
Development
By1830,therewere1,200newspapersintheUnitedStates,65ofwhichweredailynewspapers.Mostofthefirstpagesorentirepagesofmanynewspapersareadvertisements.Theperiodfrom1830to1850wastheeraofthepennynewspaper.Becausethepricewasonepennypercopy,thepricewaslow,andsalesincreased,andtheeffectivenessofadvertisingalsoincreasedcorrespondingly.Atthesametimethatnewspaperadvertisementswerepopular,magazineadvertisementswerealsoincreasing,andadvertisingagenciesandadvertisingcompaniesappeared.
Classification
Content
Productadvertisement,brandadvertisement,conceptadvertisement,publicserviceadvertisement
Purpose
InformAdvertisement,promotionaladvertisement,imageadvertisement,suggestionadvertisement,publicserviceadvertisement,promotionadvertisement
Strategy
Singleadvertisement,seriesadvertisement,concentratedadvertisement,repeatedadvertisement,marketingadvertisement,comparativeadvertisement,Persuadeadvertising
Media
Newspaperadvertising,magazineadvertising,TVadvertising,movieadvertising,onlineadvertising,packagingadvertising,radioadvertising,posteradvertising,POPadvertising,trafficadvertising,directPostadvertisements,carbodyadvertisements,ticketadvertisements,lunchboxadvertisements
Withthecontinuousincreaseofnewmedia,therewillbemoreandmoretypesofadvertisementsdividedbymedia.
Expressionmethod
Imageads:picture-based
Textdesignads:textlayout-based
Humorousads:humorousscenesMain
Portraitadvertisements:moviestars,singers,andindustryrepresentatives
Audiovisualadvertisements:sound,image,andmusicrhythm
Scopeofcommunication
InternationalAdvertisement,nationaladvertisement,localadvertisement,regionaladvertisement
Targetofcommunication
Consumeradvertisement,corporateadvertisement
Mainbody
Generaladvertising,retailadvertising
Mainforms
PublishandbroadcastinthePeople’sRepublicofChinathroughmediaorformssuchasnewspapers,radio,television,movies,streetsigns,shopwindows,printedmatter,neonlights,etc.Setupandpostads.Specifically:
Usenewspapers,periodicals,books,directories,etc.toplaceadvertisements;
Useradio,television,movies,andvideos,Slides,etc.tobroadcastadvertisements;
Usebuildingsorspacessuchasstreets,squares,airports,stations,piers,etc.tosetupstreetsigns,neonlights,electronicdisplayboards,showcases,lightboxes,wallsAndotheradvertisements;
Usetheaters,stadiums(venues),culturalcenters,exhibitionhalls,hotels,restaurants,playgrounds,shoppingmallsandotherplacestosetupandpostadvertisementsinsideandoutside;
Usingvehicles,boats,airplanesandothervehiclestosetup,draw,andpostadvertisements;
Sendallkindsofadvertisingmaterialsthroughthepostoffice;
Usinggiftsinkindforadvertising;
UsingInternetEmail,BANNER,etc.foradvertising,atypeofdatabasemarketing.
Callcenter,akindofdatabasemarketing
Usingtextmessages(sms)andMMSforadvertising,databasemarketingAsortof.
Useothermediaandformatstopublish,setup,andpostadvertisements.
Somepeoplestilluseverbaladvertising.
Thespreadofadvertisementsthroughmobilephoneshort-messageandcolor-messageservices,aswellasadvertisementsinmailboxes,isalsofloodingrecently.
Ideaandculture
Onetypeisthebasicelement,alsoknownastheexplicitelement.Itexpandstheatmosphereofadvertisingcultureandstrengthenstheoverallfunctionsofadvertisingthroughsources,information,media,channels,objectsandfeedback.Theothertypeishiddenelements.Itfurtherexpandsthefunctionofadvertisingculturethroughemotionalfactors,psychologicalfactors,timeandspaceenvironment,culturalbackground,andsenseofauthority.
Thesourceofinformationthatconstitutesthedominantelementsofadvertisingculturereferstothesourceofinformationrelease,thatis,advertisers,socialorganizationsorindividualswhowanttoreleaseadvertisinginformation.Inmoderneconomicsociety,theyaremainlycompaniesandenterprises.Theinformationintheexplicitelementreferstotheinformationabouttheproducts,labor,concepts,orpublicrelationsthatadvertiserswanttopromotetoconsumers.Themediuminthedominantelementreferstothecarrierthatrecordsandsavesadvertisinginformationandthenreproducestheadvertisinginformation.Mediaandadvertisinginformationareinseparable.Withoutthemedia,advertisinginformationdoesnotexist,andthereisnowaytotalkaboutthecommunicationanddisseminationofadvertisinginformation.Thechannelinthedominantelementreferstothewayandchannelofinformationtransmission.Differentadvertisinginformationcanchoosedifferentadvertisingmedia.Iftheadvertisinginformationistext,youcanchooseprintmedia;iftheadvertisinginformationisaudioandvideo,youshouldchooseelectronicmediaandsoon.Theaudienceintheexplicitelementreferstotherecipientsandusersofadvertisinginformation,thatis,specificadvertisingobjects.Thefeedbackintheexplicitelementreferstothereactionoftheadvertisingobjectafterreceivingtheadvertisinginformation.Intheprocessofdissemination,thisisareturnofinformation.Advertisementcommunicatorscanchecktheeffectivenessofadvertisingbasedonfeedback,andadjustandimprovetheirownadvertisingactivitiesbasedonthefeedbackinformation.
Budgetcalculation
Theconsiderationofdifferentsituationsconstitutesdifferentchoicesforadvertising.AdvertisingscientistHarsbertHasecitedfourcommonlyusedmethods:
p>(1)Percentagemethod:
Calculateadvertisingexpensesbasedonacertainratioofsalesorsurplusinacertainperiod.
Whensalesareusedasthestandard,itcanbecalculatedbasedontheaveragetotalsalesofthepreviousyearorthepastfewyears,andthenbasedontheforecasttotalsalesofthenextyear.Whentakingthesurplusasthestandard,thecalculationmethodisbasedontheaveragegrossprofitofthepreviousyearorthepastfewyears,andthenbasedonthepredeterminedprofitinthefollowingyear.
(2)Salesunitmethod:
Onepieceofgoods,oroneboxofsimilargoods,etc.Thequantityiscalculatedbymultiplyingtheadvertisingfeebythisunitbythesalesquantity.
Forexample,eachboxofcannedfoodissetat10yuanastheadvertisingfee.Ifatotalof10,000boxesaresoldinayear,theannualadvertisingfeeis10yuan×10000boxes=100000yuan.
(3)Mailordermethod:
Accordingtotheinquirypriceandthenumberofpeoplewhoorderedthespecificadvertisement,theadvertisementeffectiscalculatedandtheadvertisementisfoundThereasonablerelationshipbetweenthecostandtheadvertisingeffectistodeterminetheadvertisingcostinaninductiveway.Example:
Unitadvertisingfeecatalogprintingfee+salesletterprintingfee+postageThenumberofproductssoldhasunitadvertisingfeefigures,youcancalculatethatacertainamountofsalesrequiresacertainamountofadvertisingfees.
(4)Purposecompletionmethod:
Firstsetupacertainsalestarget,determinetheadvertisingactivitiesandscopenecessarytoachievethistarget,andthenAdequateadvertisingfundscanbecalculated.
Advertisingbudgetpreparationmusttakeintoaccountthecompany’sfinancialresourcestodetermine,andatthesametimeitmustbefullycontrolled.Thedetailedlist,totalbudget,andvariousbudgetsmustbeaccurateanddetailed.
Choosemedia
Intermsofmarket
①Considertheattributesofconsumers:
PeoplealwayschoosesuitableonesaccordingtotheirpersonaltastesInthemedia,consumersofdifferenteducationoroccupationshavedifferentexposurehabitstothemedia.Generallyspeaking,thosewithahigherlevelofeducationpreferprintmedia;thosewithalowerlevelofeducationpreferradiomedia.Therefore,itisnecessarytodeterminewhichmediatouseaccordingtothegender,age,educationlevel,occupation,andregionalcharacteristicsofconsumers..
②Thecharacteristicsoftheproductshouldbeconsidered:
Thecharacteristicsofvariousproductsaredifferent,andthemediashouldbeconsideredaccordingtothecharacteristicsoftheproduct.Forexample,consumer(life)productadvertisementsandindustrialproductadvertisementshavecompletelydifferentmediastrategies.Theformerreferstotheentireconsumergroup,whilethelatterreferstospecificfactories,bosses,ordirectors.Obviously,theadvertisementsforvillasworthtensofmillionsofdollarsaredifferentfromordinarymiddleandlowerThemediausageofapartmentadvertisementsshouldbedifferent.
③Thesalesscopeoftheproductshouldbeconsidered:
Whethertheproductmarketisnationalsalesorlimitedtolocalregionalmarketsales,whichisrelatedtothescopeofadvertisingcontactsTherefore,wecandecidewhichkindofmoreeconomicalandeffectivemediatochoose,soasnottouseinappropriateadvertisingmediaandhavenocommunicationeffect.
Intermsofmedia
①Thevalueofmediavolumeshouldbeconsidered:
Suchasnewspapercirculation,magazinecirculation,TVratings,radiolisteningRateinordertounderstandtheeffect.
②Considerthevalueofthemedia:
Thatistoconsiderthelevelofmediacontact,thetypeshouldbecarefullyanalyzedtomatchthetypeofproductconsumers.Atthesametime,itisnecessarytoconsiderthecharacteristics,advantagesanddisadvantagesofthemedia,whethertheprogramoreditorialcontentisrelatedtotheadvertisingeffect.
③Theeconomicvalueofthemediamustbeconsidered:
Thecostofeachmediamustbecarefullyconsidered.Notonlythe"absolutecost",thatis,theactualpaymentofthemedia,shouldalsobeconsidered"Relativecost",suchasthenumberofreadersperdayusingprintmedia,ortheaudiovisualcostperminuteperthousandpeopleofradiomedia.
Mainaspects
①Thecharacteristicsoftheadvertiser’ssalesmethodsshouldbeconsidered:
Whetherthesalesmethodsaremainlysalespersonsorretailers?Whatkindofsalesstrategydoyouuse?Thecriteriaforselectingmediaarealsodifferentfordifferentsalesstrategies.
②Considertheadvertiser’spromotionstrategy:
Ifyouplananadvertisingcampaignforsamplegifting,usemediathatcancooperatewiththegiftingevent.
③Thebasicpurposeoftheadvertiser'sactivitiesandtheallocationofadvertisingbudgetandtheeconomiccapacityoftheadvertisershouldbeconsidered.
Inaddition,theuseofadvertisingmediaandstrategiesforcompetitorsinthesameindustryshouldalsobeincludedinthemedia'sconsiderationtoachievetheeffectof"knowingyourselfandtheenemy."
Planningwork
Advertisingplanningistoachievebetterpromotionaleffectswithloweradvertisingcosts.Advertisingplanningworkincludesanalyzingadvertisingopportunities,determiningadvertisinggoals,formingadvertisingcontent,selectingadvertisingmedia,anddeterminingadvertisingbudgets.
(1)Analyzeadvertisingopportunities.Toconductadvertisingpromotion,wemustfirstanalyzetheadvertisingopportunitiestosolvetheproblemsofwhichconsumerstoadvertiseandwhentoadvertise.Tothisend,itisnecessarytocollectandanalyzethesituationofrelevantaspects,suchasconsumersituation,competitorsituation,marketdemanddevelopmenttrend,environmentaldevelopmentdynamics,etc.,andthenfindoutthebesttimeforadvertisingaccordingtothecompany’smarketinggoalsandproductcharacteristics.Doagoodjobinthegrouppositioningofadvertisingtolaythefoundationforeffectiveadvertisingandpromotionactivities.
(2)DeterminingadvertisinggoalsTodetermineadvertisinggoalsistoclarifythespecificissuestobesolvedinadvertisingaccordingtotheoverallpurposeofpromotionandactualneeds,soastoguidethetimelineofadvertisingandpromotionalactivities.Thespecificgoalsofadvertisingandpromotioncanenableconsumerstounderstandthenewproductsofthecompany,promotepurchasesandincreasesales,orincreasethevisibilityofproductsandcompaniesinordertoformabrandpreferencegroup.
(3)FormingadvertisingcontentThespecificcontentofadvertisingshouldbedeterminedaccordingtotheadvertisingobjectivesandtheinformationcapacityofthemedia.Generallyspeaking,itshouldincludethefollowingthreeaspects:
1.ProductinformationProductinformation,mainlyincludingproductname,technicalindicators,saleslocation,salesprice,salesmethod,andconditionsthatmustbespecifiedbynationalregulations.
2.CorporateInformationCorporateinformation,includingcorporatename,developmenthistory,corporatereputation,productionandoperationcapabilities,andcontactinformation,etc.
3.ServiceinformationServiceinformationmainlyincludesproductguarantee,technicalconsultation,paymentmethod,sparepartssupply,warrantynetworkdistributionandotherserviceinformation.Companiesshouldpayattentiontothefollowingissueswhenarrangingadvertisingcontent:
(1)Authenticity,thatis,theinformationtransmittedmustbetrueandcredible,theremustbenoexaggerationandfalsehood,andfalseadvertisementsmustnotbeusedtodeceiveconsumers.
(2)Pertinence,thatis,theinformationdisseminatedshouldbewhatthetargetconsumerwantstounderstand,anditshouldbetargeted.
(3)Vividnessandnovelty.Theattractivenessandappealofadvertisementsfundamentallydependontheabovetwoaspects,buttheyarealsocloselyrelatedtothevividnessandnoveltyofadvertisements.Therefore,advertisementsThecontentshouldbeconcise,easytounderstandandeasytoremember,andtheadvertisingformatshouldbelivelyandinteresting,andfullofnewideas.
(4)Chooseadvertisingmedia.Advertisinginformationneedstobeeffectivelydisseminatedthroughcertainmedia.However,differentmediahavethecapacityofadvertisingcontent,coverage,deliveryrate,displayfrequency,impactvalueandcost.Therearedifferencesinsuchaspects,sothecorrectchoiceofaveryimportantjobintheadvertisingplanningprocess.
1.ThecharacteristicsofadvertisingmediaCompanies'advertisingplannersmustunderstandthecharacteristicsofvariousmediawhenchoosingadvertisingmedia.Therelevantinformationaboutthecommunicationmediaandtheircharacteristicsthatcanbeselectedforadvertisingisasfollows:(1)Printmedia.Printedmediareferstoprintedpublicationssuchasnewspapersandperiodicals.Thistypeofmediaisthemostcommoncarrierforadvertisements.Theadvantagesofnewspapersare:timelyinformationtransmission,widerangeofreporters,andrelativelyhighcredibility;higherselectabilityofpublicationdatesandlayouts,convenientformoredetaileddescriptionsofadvertisingcontent;easystorage,simpleproduction,andlowcost.Thelimitationsofnewspapersare:thetimelinessisshort,andthenumberofreadersisless;theprintingissimple,soitisnotvividandvivid,andtheappealissomewhatdifferent.Theadvantagesofjournalsare:relativelycertainreadership,easydeliverytospecificadvertisingtargets;longtimeliness,manyre-readers,andeasypreservation;theprintingisrelativelybeautifulandhasastrongappeal.Theshortcomingsofperiodicalsare:longleadtimeforadvertisinginformationtransmission,poortimelinessofinformationtransmission,andsomecirculationisinvalid.
(2)Audiovisualmedia.Audiovisualmediamainlyincluderadioandtelevision.Theadvantagesofbroadcastingare:widecoverage,rapidtransmission,highfrequencyofexposure;selectionofappropriateregionsandtargets,andlowcost.Theshortcomingsofbroadcastingare:fleeting,poorretention,notsuitableforinquiries;limitedbychannels,lackofselectivity,poordirectnessandvisibility,andweakattractivenessandappeal.TheadvantagesofTVare:widecoverage,fasttransmissionspeed,highdeliveryrate;integrationofshape,sound,color,anddynamics,vividandintuitive,easytoaccept,andpowerful.TheshortcomingsofTVare:thedisplayisfleeting,theretentionisnotstrong;theselectivitytotheaudienceispoor,andtheabsolutecostishigh.
(3)Outdoormedia.Outdoormediaincludessigns,billboards,vehicles,neonlights,etc.Theadvantagesofoutdoormediaare:relativelyflexible,repetitive,lowcost,andlesscompetition.Theshortcomingsofoutdoormediaare:itcannotchoosethetarget,thespreadingareaisnarrow,theinformationcapacityissmall,andthedynamicsarerestricted.
(4)Mailingmedia.Mailingmediareferstothepostalnetworkusedthroughoutthecountryandtheworld.Theadvantagesofthemailingmediaare:theadvertisingtargetisclearandflexible,anditisconvenienttoprovidecomprehensiveinformation.Thelimitationsofmailingmediaare:poortimeliness,highcost,andpronetoabuse.
Significanceofexistence
Thereasonwhyadvertisinghasitsspecialmeaningwhenitexistsisthatitcanconveyflatinformation,brand,andimagetoattractconsumption.Itmainlyincludesthefollowingaspects:
Accuratelyexpressadvertisinginformation
AdvertisingdesignisAhighlypracticalsubjectwithaclearpurpose,accuratelyconveyingadvertisinginformationistheprimarytaskofadvertisingdesign.Inthemodernbusinesssociety,thevastmajorityofproductandserviceinformationistransmittedthroughadvertisements.Printadvertisementsaccuratelyexpressinformationthroughtext,color,andgraphics,whiletwo-dimensionaladvertisementsexpressinformationthroughsoundanddynamiceffects.Onlyinthiswaycangoodsandservicesbeacceptedandrecognizedbyconsumers.Duetodifferencesinculturallevel,personalexperience,educationlevel,andcomprehensionability,consumerswillhavedifferentfeelingsandresponsestoinformation,soyouneedtocarefullygraspwhendesigning.
Establishingabrandimage
TheimageandbrandofthecompanydeterminetheconsumptionofthecompanyanditsproductsThepositionintheheartofthereader,thispositionisusuallymaintainedandshapedbythestrengthofthecompanyandtheadvertisingstrategy.Amongtheprintadvertisements,newspaperadvertisementsandmagazineadvertisementshavestrongbrand-buildingcapabilitiesduetotheirwideaudience,largecirculation,andhighcredibility.Thecombinationoftwo-dimensionaladvertisingcangreatlyenhancetheshapingpower.
Guideconsumption
Printadvertisingcangenerallyreachconsumersdirectly,andinformationDetailedandspecific,soshoppingguides,realestateadvertisements,productinformation,etc.canguideconsumerstobuyproducts.Two-dimensionaladvertisingcanpromoteconsumerconsumptionthroughtheimpactofdynamiceffects.
Satisfyconsumers
AcolorfulandvividadvertisingworkcanWithitsextraordinaryaestheticpower,itenhancestheappealofadvertisements,sothatconsumersareimmersedinthepleasureoftheimageofgoodsandservices,andtheyconsciouslyaccepttheguidanceofadvertisements.Therefore,theaestheticre-creationofmaterialcultureandlifestyleinadvertisingdesign,throughexaggeration,association,symbolism,metaphor,humor,humorandothermethodstobeautifythepicture,sothatitmeetstheaestheticneedsofhumanbeauty,andcanskilltheaesthetictasteofconsumers.Itcaneffectivelyguidetheirconsumptionconceptsinmaterialcultureandlifestyle.
Relevantregulations
OnSeptember2,2015,thenew"AdvertisingLaw"wasformallyimplemented.Comparedwiththepreviousversionofthe"AdvertisingLaw",thenewversioncanbesaidtobemorestringentandthepenaltiesaregreater.Intoday'sagewhenadvertisementsarealloverthesky,thephenomenonthatbusinessesarenobetterthanproductsmayhavetostopforawhile.Accordingtothenewadvertisinglaw,thefollowingchaoticphenomenaarenotallowedtoappearinadvertisementsinthefuture!
1.Childrenunder10yearsofagearenotallowedtobeendorsements
Withthepopularityofrealityshows,moreandmore"cutebabies"havestartedtheirownlivesStarroad.However,afterthenew"AdvertisingLaw"isformallyimplemented,theseadvertisementswillnolongerbebroadcast,becausetheuseofminorsundertheageof10asadvertisingspokespersonswillbeillegal.
Second,thecelebrityhasneveruseditbeforeandcan’tendorseit
"Whichoneisstronginexcavatortechnology?"Thissloganisfamiliartous,butnewThe"AdvertisingLaw"stipulatesthatwhenadvertisingspokespersonsrecommendproductsandservicesinadvertisements,theyshallcomplywiththeprovisionsofthislawandrelevantlawsandshallnotmakerecommendationsforunusedproductsorservicestheyhavenotreceived.IfTeacherTangendorsesthisproductagain,hewillgototheschooltoreceiveeducationandtraininginperson.
Coincidentally,advertisementslikeamalestarendorsingsanitarynapkinsandmakingalotofmoneyforwomenwillalsodisappear.Youhavetosaythatyouhaveuseditbefore,andtheghostsbelieveit!
3.Internetadvertisementscan’tbeclosedwithoneclickandcanbefined30,000yuan
Someannoyingwebsitesrecentlyhavevariouspop-upwindowswhentheyareopened.Thecorners,thefloatingones,andsometimesyoucan’tfindthesmallforktoturnoff.Thenew"AdvertisingLaw"stipulatesthattheuseoftheInternettopublishadvertisementsshouldbemarkedwithaclosesigntoensureone-clickclose.Violatorswillbefinednotlessthan5,000yuanbutnotmorethan30,000yuan.
Four.Advertisingwithoutprofessionaldataisprohibited!
"Antibacterialrateof99%","Onesectionisbetterthansixsections","Onlyonekilowatt-hourpernight"...Inmanyadvertisements,youcanseevarioussourcesUnknown"professionaldata"isusedtosupportadvertisingeffects.Fromtodayon,ifthereisnoreason,itcannotbepromotedlikethis.
Thenew"AdvertisingLaw"stipulatesthatthedata,statistics,surveyresults,abstracts,quotationsandotherquotationsusedinadvertisementsshouldbetrueandaccurate,andthesourceshouldbeindicated.Atthesametime,ifthecontentofthecitationhasthescopeofapplicationandvalidityperiod,itshouldalsobeclearlymarked.
Fifth,drugandhealthfoodadvertisementsarenotallowedtoendorsement
Thenewlawclearlyprohibitstheuseofspokespersonsforrecommendations,Prove.
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