Promoting ads

Advertising promotion is an activity carried out by the news media to promote advertising space and advertising program time. Specific methods of advertising promotion include: using your own media for publicity, using other media for publicity, sending various promotional materials, visiting major advertisers, and organizing social activities to connect with advertisers, etc. The publicity content of advertising promotion generally emphasizes the effectiveness of the advertisements published by this media by listing some specific examples, and explains from various angles that the cost of advertising and broadcasting in this media is the most favorable and reasonable. This work is usually the responsibility of the advertising or promotion department.

Advertising promotion is an activity carried out by the news media to promote advertising space and advertising program time. Specific methods of advertising promotion include: using your own media for promotion, using other media for promotion, sending various promotional materials, visiting major advertisers, and organizing social activities to connect with advertisers, etc. The publicity content of advertising promotion generally emphasizes the effectiveness of the advertisements published by this media by listing some specific examples, and explains from various angles that the cost of advertising and broadcasting in this media is the most favorable and reasonable. This work is usually the responsibility of the advertising or promotion department.

Advertising promotion of news media refers to the means, measures and activities used by news media to promote their advertising space or advertising time to advertisers and advertising companies that act as agents for advertisers’ advertising business. It also includes the use of news media in advertising. Means, measures and activities to establish a good image of one's own advertising business activities among the audience. These research steps often begin with advertising concept mining, but each step is not necessarily required and will be discussed on a case-by-case basis.

Online advertising has a wide coverage, is real-time, and is economical. It mainly uses online promotion to promote your products or companies in a larger and better way.

Advertising Concept Mining Research

As the product market enters the later stage of growth, there are more and more similar products in the market. Users are often faced with seemingly indistinguishable products and cannot decide which one to buy. One, this is actually the situation that manufacturers least want to see, because manufacturers always hope that target users can see the differences of their products or the unique benefits that their products can bring to users, and decide to purchase them. However, products often have many benefits, some of which can be seen directly, such as low price, good quality, easy to operate, etc., while others cannot be seen, such as reasonable structure, rich in certain healthy ingredients, etc.

The development from the benefit points of the product to the unique benefit points of the product to the unique selling points of the product to the concept of product communication requires a very complex research process. Market research companies can help customers dig out the final unique selling points of products or product advertising concepts from the hearts of users through their corresponding research technologies.

Choose the best communication concept

After finding the concept of advertising communication, you must also confirm that this or several concepts can be accepted by most users, because when mining these concepts, market research Most of the companies use qualitative focus group techniques, and their conclusions are mainly based on the opinions of a few users and the experience of researchers and creative personnel. Unique does not necessarily mean popular. Only concepts that are unique and recognized by most users will become the basis for subsequent successful communication. Quantitative research can help clients identify communication concepts that are truly accepted by most people.

Storyboard test of promotion plan

The storyboard test method is often used to evaluate the quality of copywriting. Generally speaking, all creative manuscripts will be produced into several pictures, and these pictures are required to be consecutive enough to tell a complete advertising story. Discussions through symposiums can help select the best manuscripts, or help correct the shortcomings of the manuscripts and enrich the content, etc.

Pre-launch simulation test

After selecting the best copywriting, the advertising company will produce a commercial or print advertisement, and then some of the following clients will place the advertisement. In fact, careful clients should do a pre-launch simulation test before officially launching the advertisement, because once the advertisement is launched, hundreds of thousands, millions or even tens of millions of dollars will be spent.

Although the previous steps have basically convinced me that this advertisement is very good from concept, creativity to copywriting, the market is changing and the competitive environment is also changing. No matter how well shot the commercial is, can it still be so eye-catching when placed together with the different commercials nowadays? It is very necessary to spend tens of thousands of dollars on a pre-launch simulation test.

Effectiveness evaluation of advertising promotion plan

Advertising promotion

Only advertising films that have passed simulation testing will be officially released. After the advertisement is put out, what is the effect? What customers may care most about is how many users are attracted to purchase the product. In fact, the effects of advertising can be short-term effects, such as how many users have purchased the product, and long-term effects, that is, conveying the meaning of the brand to users and attracting more potential users to purchase in the future.

Advertising effect research can be done by DAR (day after recall) or by overall effect evaluation. The latter is more commonly used because DAR can only evaluate timely recall rates, while overall effect evaluation can not only study Various awareness rates can also help customers design subsequent new advertising strategies.

The above is the detailed content of Promoting ads. For more information, please follow other related articles on the PHP Chinese website!