Chapter we business dun armour advertising decision model

A concept, advertising

Advertising in the market marketing is refers to the enterprise use all kinds of media way, method, let more people know or understand their products, in order to achieve the purpose of marketing.The media can be a newspaper, also can be TV, along with the development of Internet technology, media propaganda tool is also more and more.

Is the greatest feature of the advertising, focus on selling products to the market, which focus on how to set the product's selling point out.

Second, advertising and business mail advertising decision model

1, the influencing factors of advertising

Commercial war dun armour advertising decision model is under the precondition of fully considering the advertising effect factors, in time and space information sources, can provide scientific diagnosis and in advertising for the enterprise solutions.

Factors that affect advertising combined mainly consists of national policy, the competition factors of advertising, advertising enterprises (products), capital, project consumer (consumer groups, consumption idea), in the commercial war dun armour advertising decision model in space and time information in dry years on behalf of the state or the leader of the magnetic field strength, to do on behalf of the magnetic field force of the competitors, to day to do on behalf of the advertising companies to dry when magnetic field strength on behalf of the consumer of the magnetic field strength, landscape door on behalf of advertising, to represent the contents of advertisements/image spokesperson.

2, advertising and consumer psychology research

In modern marketing, the customer is god has long been a slogan of operator is recognized, but embodied in the specific marketing activities, every enterprise can not deal with the relationship, and it is often difficult to seize the consumer's psychology, enterprise think good advertising, consumers do not necessarily recognized;Consumers like the ads, but not necessarily can promote sales.That is how to seize the consumer's psychology is the core issue of advertising to study.In the commercial war dun armour advertising decision model, if the consumer palace performance as the second loop magnetic and poor house information to refrain from advertising palace, it reflects the information is consumer to advertising does not like or not recognized;If advertising palace information field showed positive and combination more better with consumers fall begets palace, the ads will won the trust of consumers, but also can be judged by combination is actively accept ads or passive to accept.

Diagnosis of a real case

Ningxia edible cactus rice state tower industry development company's disease diagnosis case:

Time: in 2005, 04 October 20 21 points

According to the lunar calendar: YiYou QuShi in early March 2

Power: YiYou GengChen jia JiaQu

Empty comments: lunch not ShenYou xu-gou hai ShenYou

When the tomb-sweeping day: has JiaQu ten-day for himself

Yang dun fourth value operator day birds fall five palace drop dead gate five palace

┌ ─ ─ ─ ─ ─ ─ ┬ ─ ─ ─ ─ ─ ─ ┬ ─ ─ ─ ─ ─ ─ ┐

│ │ nine to nine days │ │ value

Landscape door │ │ a and went e j c │ │ dead door

Auxiliary e │ │ day day the decyl │ poultry day RuiBing │

├ ─ ─ ─ ─ ─ ─ ┼ ─ ─ ─ ─ ─ ─ ┼ ─ ─ ─ ─ ─ ─ ┤

│ │ rosefinch │ │ Teng snakes

Door │ injury b │ │ jing xin door │

At b │ │ day f │ sky column │

├ ─ ─ ─ ─ ─ ─ ┼ ─ ─ ─ ─ ─ ─ ┼ ─ ─ ─ ─ ─ ─ ┤

│ │ liuhe │ lunar │ Chen

│ nonyl born door │ Hugh door-keeper │ │ open g

Let I │ │ day day peng ding │ │ as g

└ ─ ─ ─ ─ ─ ─ ┴ ─ ─ ─ ─ ─ ─ ┴ ─ ─ ─ ─ ─ ─ ┘

Diagnosis:

Advertising palace obvious restraint enterprise, almost no advertising campaign;

Capital can't normal circulation and influence the development of industry;

Consumer groups, the cactus the popularity of this product is very low;

Country does not support the project to medium adverse to the development of the company.

Through this example, we can understand that for the enterprise project operation, a local operation on the problems, then it is likely that they will affect the global.

Third, advertising activity on the standard

Advertising campaign is built around a marketing job, so the decision of the AD campaign is the significant particularly important in the marketing activities, so how to grasp the commercial war dun armour decision model with advertising on the standard?Before study this issue, we must first clear marketing activities and advertising is closely related to the elements.

1, advertising is not the direct producer of profits

In the commercial war dun armour project investment decision-making model, we studied the project profits generated from the marketing environment, the first is to let a message body capital good work

As advertising just lies in order to achieve marketing objectives (get considerable economic benefit) of a method or means, and not have ads have considerable economic benefits, advertising campaign may reflect positive role in the marketing activity, is likely to less than positive role in marketing activities and even negative effect.Experts say there is no suitable method or model to describe the relationship between the advertising investment and net effect, unable to forecast sales by advertising, is essentially a classical description of relationship between advertising and sales.

2, the advertising standards

Since the advertising campaign for the marketing activities can play a positive role, but also plays a negative role, so to grasp the standards of advertising, just as far as possible let advertising activity reflects the positive role.

Advertisement to be real: in the commercial war dun armour decision-making model, advertising information on behalf of the symbol to view door of space and time, the authenticity of the contents of advertisements mainly embodied in the combination of the palace, if there are any basaltic or open space, and advertising palace combination of magnetic field and the relationship between dry palace, it's possible the falsity of advertising, is likely to be in violation of the advertising authenticity principle of marketing activities have a negative effect, and thus affect the operation of the project.For example to the states, we take the ningxia meters above edible cactus diagnosis case, ding in opposition to the contents of advertisements, there are exaggerated propaganda signs advertising, at the same time consumers obvious for content is a medium resistance, this will affect the industry's development and the development of the company.

Advertising must have known degrees: the purpose of advertising is to wide and let us know, so to achieve the purpose of advertising on the popularity, will have a thorough knowledge of the widely using media advantage, popularity also can produce the two effects, if the popularity is for companies to exercise restraint, the negative effect, if this popularity with consumers is the relationship, it could produce positive effect, but in the end the expected return on advertising can bring to comprehensively to fully consider the entire model.In instances of edible cactus above we see that the medium of the effect is some, but for ningxia edible cactus rice state tower is a kind of negative effect, for consumers is a kind of positive effect, but the positive effect and did not reflect on the cactus the benefit of the company.As we take diagnostic meters state tower in ningxia edible cactus company recently happened a news about the cactus (see lesson 8 supplementary material).

3, advertising activities in accordance with the current management status

The strength of the big is not equal to yield good advertising bombarded is not in advertising, advertising must conform to the enterprise development present situation, from the overall strategic level to consider.

4, advertising activities to meet the needs of the consumers, complained of the demands of consumers

5, advertising service for consumers

Advertising essence is psychological problems on the study of the consumers, consumers can accept products that consumers is very important for sensory awareness of the product, so that the contents of advertisements must be able to inspire the customer's purchasing motivation is a successful advertising, this in the model can form best advertising gave birth to the combination of consumer, advertising to win consumer recognition, motivated by the customer's buying motives.

Four, advertising effect is poor or advertising strategy wrong information

Landscape door for advertising, days rui in the commercial war dun armour decision-making model is the information of the enterprise condition and then symbols days rui with palace is wrong advertising strategy

And advertising contain each other, or the AD/face to, such as the following example up middle door advertising and advertisement, hedge, and advertising image problem has taken a knock. The reason is because the media of big country of hainan biological products co., LTD., KengNong time exposure caused the prejudice against the cactus products consumers.

Decisions about advertising must according to the specific combination of palace to put forward different solutions, draw a space-time decision model are first to find out the root cause of the problem or disease, and then suit the remedy to the case.