Information objectives
Depending on the nature of the content of the commercial advertisements:
Informative objectives: informing consumers of the essentials of the characteristics, uses and interests of a particular product, which are generally advertising objectives implemented in the early stages of the life cycle of the product, with the aim of developing the basic needs of the consumer for the commodity。
Consensual objective: to tell consumers where the brand product is superior to other brand products and to persuade and persuade consumers to purchase the brand product。
Reminder target: to alert consumers to the existence of branded commodities and to understand their characteristics, with the aim of maintaining their sales or expanding the purchase of late-stage consumers。
Dissemination objectives
The process by which advertising information affects consumer behaviour:
Cognitive objective: to make consumers aware of the existence of the product and its brand, which is generally an advertising target implemented in the early stages of the life cycle of the product, with the aim of drawing consumer attention to the product。
Knowledge objectives: informing consumers about the characteristics, uses, methods of use and benefits of the product, which is also generally an advertising target implemented in the early stages of the product's life cycle, with the aim of disseminating commodity knowledge to consumers。
Attitudinal objectives: allowing consumers to need the product or to decide to purchase it is generally an advertising objective implemented in line with the long-term or mature stages of the life cycle of the product, with the aim of giving consumers a favourable attitude to the brand or product of the enterprise。
The focus of advertising targeting - selecting the right target
Steps for targeting:
Analysis of the external environment and self
Analysis of marketing factors
Analysis of markets
Determination of the location of enterprises and products in the market
Identifying development prospects and paths for enterprises and products
In general, advertising targets are selected as follows:
Increasing awareness of commodities - new products
Increasing product visibility, trust and market ownership - long-term products
Improving the credibility of commodities and maintaining old markets — mature and declining products
Building corporate image and enhancing corporate credibility — business enterprises and promising and powerful enterprises
Building friendships and feelings between business and society, building good public relations and promoting enterprise development
Enhancing relationships with distributors and expanding distribution channels
Eliminating misunderstandings, changing images and breaking down barriers to sales — good products or services but misunderstandings among consumers
Cooperate with specific sales activities
Enhancing staff responsibility and pride in business
Section ii. Advertising targeting strategy
Advertisement strategy: to address the issue of where products are located in advertising。
The purpose of the advertising strategy is to create a compelling, contagious and creative niche for the product in advertising, so that the product can give a different image。
Basic elements of positioning:
To achieve greater competitive advantage for products
Showing the difference between the product and the competitive product
Determining where the product is different to the consumer
It contains the basic content of what the product is and for whom
It's not necessarily something the same product doesn't have. It's something the competition doesn't say, it doesn't notice, but it's very attractive to consumers
Based on an in-depth analysis of the product and the competitive product and an accurate diagnosis of consumer demand
Three levels of understanding of the concept of positioning:
A “positioning strategy” - marketing and advertising strategies to make a product more competitive
Positioning - dynamic process of locating products
“product positioning” - static results of the dynamic process of positioning the product, conveying directly to the consumer information on what product positioning is
Concept of positioning:
Positioning: on the basis of an in-depth analysis of the product and the competitive product, an accurate diagnosis of the consumer's needs, the distinctive advantages of the product and its associated unique position in the consumer's mind are determined and communicated to the dynamic process of the target consumer。
Positioning strategy: it is a central strategy for products in modern advertising operations, helping to establish a distinctive position in the eyes of consumers and gain a greater competitive advantage in the same product。
Product positioning: in line with positioning strategies, direct communication to consumers through location analysis, decision-making and dissemination processes is aimed at establishing a unique position and information in the eyes of consumers。
Role of positioning for products:
It gives products the advantages that competitors don't have - -the conceptual advantage: breaking through the competitive dilemma of “homogenization” of products and gaining a chance to win at a higher level
To win specific and stable consumers for products
To create a unique position for the consumer
Helps produce to take a good place
“performance”: the product is positioned to identify and capture a favourable position。
Role:
Helps create a unique image of the product in the eyes of the consumer
Stop competitors from doing the same or imitating themselves
To give products an absolute advantage in competition
Principle:
Advertising strategy is subject to marketing strategy
Advertising positioning must be subject to product positioning and must reflect product positioning
Advertising strategies must be based on product targeting strategies
Product positioning strategies: a comprehensive comparative analysis of the various elements of the product as a whole, choosing to identify elements that are more representative of their own characteristics and their particular composition, offers consumers some benefit and benefit, creating a specific concept or a good image of the product in people's minds, and allowing it to be located in the market。
Key to product positioning: to identify or develop competitive and differentiated product characteristics and important factors in a large number of products。
Advertising strategy key: performance and advertising of critical importance for competitive and differentiated product characteristics medium
Type of advertising strategy: basis for classification - type of essential product
Quality positioning advertising strategy - highlighting quality advantages of products
Price positioning advertising strategy - highlighting commodity price characteristics
It can be characterized as “low, affordable”
Integer price
It's a "high price", also known as the "renowned price strategy."
Modelling advertising strategy — highlighting modeling characteristics of goods
Effect of reaction:
The appearance, packaging, etc. Of goods can provide beauty, novelty, elegance, magnanimity, etc., which are closely related to the situation of consumer groups
It can be useful sometimes
Contribution to the creation of a commodity-specific image and the effect of receiving consumer perceptions and attention
Particular attention is paid to:
Adapting to people's aesthetics
Sets the tone according to the characteristics of the times and trends in life trends
Prevention of backwardness and blind pre-pregnancy
Colour positioning advertising policy - highlighting the colour or packaging of products
Trademark positioning advertising strategy — highlighting the features of trademark names and trademark designs and their symbolic significance
Role:
Distinction from the same product
Distinction from other producers
Promoting unique images, raising visibility and building commodity credibility
Section iii. Advertising theme strategy
Concept of the subject of advertising:
Advertising campaigns (activity) theme: core ideas of advertising campaigns (activity)
The subject of advertising works: the central idea of organizing advertising messages to be conveyed by advertising works
Advertising subject requirements: (simplistic, case studies)
Full harmonization
Significant
Easy to understand
Stimulation
Focus and stabilize
Coordination
Unique
Elements of the subject of advertising:
Confirm target for advertising
Take into account and harmonize business marketing and advertising decisions
Consider the possibility of integrating advertising objectives into advertising themes to ensure that such targets are advertised through the subject matter
Identification of the psychological elements of consumption
Make full use of information from advertising surveys and analysis of marketing factors
Attention to the breakdown of target markets
Make it possible to identify the psychological elements of consumption that accurately reflect the psychological trends and human characteristics of the target market
Making advertising themes more resonant with consumers
Innovative types of advertising topics: (cases)
New
Enjoy
Clean
Easy
Economy
Fashion
Amy
Love and love
Status
Entertainment
Happy
Commitments and pledges
Effectiveness - applying broader themes
Section iv. Advertising performance strategy
The concept of advertising strategy:
Advertising is not just a symbolic combination process
The ultimate goal of advertising design: to communicate advertising messages to those seeking advertising, in a form acceptable to the advertising audience and readily acceptable
Advertising performance is a key link between advertising strategy and advertising implementation
Advertising performance: the process of finding a convincing expression for advertising information in accordance with the overall strategy of advertising, and of providing stereotyped advertisements for advertising。
Advertising performance strategy: guidance on effective communication of advertising messages, included in the overall advertising strategy。
Two stages of advertising performance:
Advertising strategy decision-making - finding convincing expressions for advertising information in the design process
The fact of advertising - the task of providing complete advertising for advertising in the design process
The main elements of the strategy are:
Level of advertising information:
Advertising topic
Advertising ideas
Material carrier
Advertising strategy decisions include:
Decision-making on advertising topics
Decision-making on advertising ideas
Decision-making on advertising material
Characteristics of advertising performance: (discussion)
Subjects of advertising - advertising information
Real
Correct
Justice
The purpose of advertising performance - to find a more convincing way to communicate to the audience and thus produce the desired demand effect
The link between advertising performance and other aspects of advertising operations:
Based on: advertising target market strategy, product orientation strategy, advertising demand strategy
It's a barrier to the design and distribution of advertising
Full reliance on the overall advertising strategy
Symbol used in advertising:
Language symbols - reflected in advertisements medium
Non-verbal symbols - patterns and images reflected in advertisements and advertisements medium
Elements necessary for successful advertising performance:
Visible, visible — first requirement
Simple, easy to understand
Unified and balanced
Innovation, change — fundamental requirements
Examples of advertising performance strategies (noun explanations, cases)
Rational advertising strategy - for reasonable consumers - “life intelligence” advertising strategy
Messages displaying advertising strategies — targeting sensitive consumers — “selling messages” advertising strategies
Emotional advertising strategy - emotional stimulation advertising strategy
Advertising strategy for image creation - main role: increasing the visibility of enterprises and products and increasing market ownership
Recommended advertising strategy
Ensuring that advertising strategies - committed advertising strategies - apply to products that have a certain place in consumers' minds
It applies in two categories:
There are real concerns about product performance and quality
In order to understand some of the concerns or concerns that people may have with their use
Expression:
Directly
Indirectly
