Marketing Professional Practice Report Fan three: advertising business marketing strategy _ subject to write papers Network

Write papers Network: Part I: Advertising and Marketing strategy of the "three bonds" - advertising should be subject to the overall Marketing strategy

(A) targeted, more effective: advertising strategy as the key link to the target market

Target market strategy is defined corporate strategy based on market segmentation, select one or a few segments of the target market and concentrate on the major resources companies, the specialized production and sales, so that enterprises in these markets account for a large share, the formation of similar products not available in the product advantages and the low-cost competitive advantage.

In fact, a consumer can become a product to consumers, by their age, family life cycle, income, lifestyle, pursuit of interests, education, geography and many other factors and only the right to be screened in order to more efficiently , with minimal effort for maximum benefit.

If the consumer does not distinguish between the eyebrows and a beard grabbed, the result would be: What have tried to grab, grasp the end nothing.

Corresponding strategy and target market, success is rooted in targeted advertising. Advertising must be consistent with the target market strategy, advertising style, language, images, music and atmosphere to create a target group must meet the cultural and aesthetic needs and the ability to accept and understand, media and advertising time should be in line with the target group viewing and reading habits for advertising and advertising must not be, behind closed doors, narcissistic.

Many people have attacked Melatonin ad vulgar, but its eye-popping sales are in fact the target market strategy based on melatonin, melatonin did not shoot the ad people to self-proclaimed elegant look. As long as consumers can move the target market advertising is good advertising.

(B) coherent, seamless: advertising strategy as the key link in the Marketing mix

Marketing mix strategy, Marketing is not a simple combination of elements, but should be organically integrated media. "Marketing that is the transmission of that is Marketing" concept has been widely accepted in Marketing circles. "Integrated communication" is to study how to others to efficiently transmit information to change people's awareness and behavior, and ultimately achieve sales target theory.

IMC focuses on "integration", namely, the mass object, communication content and means of communication choices and combinations. Integration of communication, the key is to decide to whom the communication (transmission target selection and combination), what spread (dissemination of information selection and combination ), and how to spread (the selection and combination of communication channels). to whom the communication strategy are the target market areas, and communication and how communication is what the product, price, channel, promotion, political rights, public relations elements of the integration.

Integration of advertising as a means of communication, how to play and consumers in order to maximize effective communication role? Mainly to do two things:

1, not contradictory. Ads must be the product strategy, pricing strategy, channel strategy and integration of communication strategies complement each other, echo each other, and must not "tie to wear sandals." Sold four million of the economy such as the Small car, do not go in the advertising appeals, "the atmosphere, distinguished", and "Mercedes Benz" and never will go to appeal. "practical."

2, can not be disjointed. The operation of various means of communication in the market should be coherent, seamless, unified action, the overall expression of a portfolio should be good to play good at playing three-dimensional war, if all aspects of out of touch, they will trade-off, reduced advertising efforts can not achieve the purpose of promoting sales.