Corporate Advertising: How to Promote Brand Communication

Don't worry about wasting advertising money. Pay attention to the transmission effect. We all know this classic proverb: I know I wasted at least half of the advertising expenses, but I don't know where to waste it. It seems tragic, but it is unrealistic not to waste a penny. From offline, TV advertisements to portals. Forum advertising, and now social media advertising. Scene advertisement. I don't think anyone can say that my advertising fee is not wasted. Advertising still follows the principle of 28 years. 20% people created 80% benefits, and the remaining 80% created 20% benefits. Waste is inevitable. Brands should not worry about the waste of advertising expenses, but should pay attention to the advertising effect, the growth of advertising realization and the promotion of brand awareness.

2. objectives.

The goal is clear. In order to match the appropriate media and brands, it is necessary to understand the stage of the enterprise. Characteristics, formulate corresponding publicity objectives, choose the right media. If it is an early brand with low popularity, it is necessary to solve the problem of popularity, so marketing strategies and matching media should focus on improving brand awareness. This may be soon. The media that can effectively improve brand awareness is the ideal media, such as the previous TV advertisements and the current outdoor advertisements, which can be strongly exposed and effectively reach the target audience, and are important media to establish a strong brand awareness.

3. content.

Advertising content is also very important. Media is the amplifier of advertising effect. If there is not enough exposure, even the best advertising content can only be a kind of self-appreciation. Content can't be successful only by media. Good advertising marketing will eventually return to the content. High-quality content often has its own communication attributes and can spread quickly. Therefore, for brands, the most important thing is content innovation, deep integration of marketing environment, efforts to achieve advertising as content, and efforts to achieve the best communication effect with the most reasonable investment. Therefore, we see that more and more advertising content breaks through the convention and appears in the form of jokes. Displayed in the form of content, this interesting content often stimulates the audience's desire to share actively.

4. category.

In related categories, when consumers choose products or services, their logic is to consider the category first and then the representative brand. Therefore, if the brand is related to the category, customers will give priority to the brand when they have certain needs. Alipay pays. Hungry means hungry. Buy medicine by mobile phone. Check enterprises, etc. , are related categories, and give the audience action instructions. The advantage of this form of advertising is that when he has this demand in the future, it is easy to produce corresponding actions.

5. state.

When it comes to industry status, advertisements often highlight the leading position of brands, such as being far ahead for many years, the leader of herbal tea, the leader of high-end kitchen appliances, the interpretation of the identity of founders and so on. They all emphasize the brand's position in the industry, indirectly highlight the brand's strength and make the audience trust more.

6. conformity.

Using the audience's conformity psychology, conformity psychology is a high-frequency word in social psychology, and almost everyone has conformity psychology. People in groups, in order to gain a sense of security, personal behavior will also be grouped. Conformity psychology has been widely used in advertising. Xiangxiang sells more than 300 million cups a year, and the cups can circle the earth. Walloon nuts sold more than 600 million bags. Redmi's national mobile phone, used by 300 million people, is very popular. Trend. Many people regard it as the packaging of herd mentality to guide the audience to buy. The subtext is that so many candidates are of course right.

7. Endorse.

Big coffee endorsement, big coffee endorsement refers to the use of founders, celebrities, stars, entrepreneurs and other big coffee as brand endorsements in advertisements, and through certain trust and influence, as a spokesperson for communication, attracting more consumers' trust and recognition. For example, Dong Mingzhu endorsed Gree, Wang Shi endorsed 8848 mobile phone, and comfort experts endorsed it.

8. Brainwashing.

Magic brainwashing, especially video and TV commercials; By repeatedly mentioning key information and matching with magical music, people can quickly remember. In short, saying important things three times can quickly improve brand awareness. Nowadays, many Internet brands like to use this measure. For example, online koalas repeatedly mention buying imported koalas, like recycling and selling mobile phones, like recycling, and you want to change cars when playing with cars. However, this form is simple and direct, and the audience's feelings need to be considered when creating to avoid discomfort.

9. Express.

Dramatic expressions and normal things often fail to attract people's attention. Dramatic expression, breaking the routine, can effectively attract the attention of the audience and form a strong memory. Important things are very light, but ordinary little things have turned over the sea and set an example. For example, the advertisements released by China UnionPay on elevators and televisions make 1 yuan seem to be a very important expense in a dramatic way, which makes the audience feel the benefits of China Unionpay Quick Pass and makes the advertisements more memorable.

10. Saturation.

Single media is saturated. If the budget is limited, it is recommended to pay attention to the core media, go deep into the market and avoid sprinkling Chili noodles. Which media are too scattered to cause a splash? For example, the online education brand Hao San. com, whose main users are children, and the paying group is parents, and the community elevator is a scene that effectively covers the users and paying groups. Tutor Peng Xiaodong pointed out: You can also pay attention to this aspect, such as choosing prefecture-level cities.

1 1. combination.

Media combination, full scene coverage, if the budget is enough, you can saturate the whole scene of the same crowd in the form of media combination. Every media has its accessible audience, as well as its advantages and disadvantages. Therefore, various media combinations. Integration. Make full use of it, not only through extensive. Comprehensive communication can enhance brand awareness and make communication more efficient. Accurate contact will bring ideal communication effect and revenue improvement to the brand. For example, Zhaopin used to be a full screen bully, and the target audience was young workers who wanted to quit after the year. Through the daily commuting scenes of white-collar workers such as subways, buses, residential buildings, office buildings and elevators, saturation attacks are realized.

12. Repeat.

Advertisements are inevitably repeated. No matter how good the advertisement is, consumers' memory time for the advertisement is limited. If you can't deepen your memory, you will forget it, so you need to remind consumers repeatedly to prolong your memory time. This kind of repetition has many meanings, which can be the repetition of advertising content. For a period of time, advertisements always focus on a core point or goal, not including all the contents in advertisements, but trying to express everything.