The above two media have their own advantages. Active media can quickly attract the audience's intentional attention, which is conducive to the rapid opening of the market for goods or services, improving brand reputation and shaping brand image, but it is often fleeting and difficult to meet consumers' demand for further information. Passive media can easily convey advertising information to the audience and meet consumers' detailed information needs for highly involved products or services, but it is difficult to attract consumers' attention. In order to achieve the ideal advertising effect and save costs, we must learn from each other's strong points and comprehensively use the above two media.
First, choose media according to the degree of consumers' participation in products.
According to consumers' attention to buyers, products can be divided into high-intervention products and low-intervention products. Consumers' participation in purchasing different products is different. The degree of participation is usually directly proportional to the value of the purchased product. Consumers pay more attention to the purchase of big commodities such as houses, cars and computers, but are more casual about small commodities such as toothpaste and soap. Due to the diversification and endless consumer demand and the incomplete rationality of consumer behavior, people often measure the "cost performance" with feelings and habits, rather than being completely rational and pursuing the maximization of benefits, not to mention spending a lot of time and energy collecting information for such products. In order to win the favor of consumers, low-intervention products must create a good brand image and give brands a higher level of symbolic significance beyond the efficacy of the products themselves. At the same time, advertisements for such products must actively attract the attention of the audience, rather than passively waiting for consumers to ask for them. Advertising in active media such as TV and radio is the main means to achieve this goal.
Compared with low-intervention products, people are much more rational about the consumption of high-intervention products such as houses, cars and computers. Consumers pay more attention to the performance and quality of products, and often spend a lot of time and energy to compare and inspect brands. Consumers hope to get more detailed information from advertisements of such products, rather than simple advertising slogans. Consumers are also very willing to actively search for information about such products. Using newspapers, periodicals and other passive media to publish advertisements is the main means to achieve this goal.
Second, choose the media according to the different life cycles of the brand.
Brand life cycle generally includes four stages: market introduction period, development period, maturity period and decline period. In the market introduction period, products or services have just entered the market, which is completely unfamiliar to consumers. In order to occupy a place in the market, products must be well known and recognized by consumers as soon as possible. At this stage of advertising, active media should be used as much as possible to attract the audience's intentional attention. For products or services that need to be introduced to consumers in detail, we should make full use of active media, make rational use of passive media, and improve visibility to meet consumers' demand for further information. In the development period, although products or services are on the rise and there is still a lot of market space, they are always faced with market challenges and are attacked by new and old brands. At this stage, consumers already know something about products, and what businesses need to do is to improve brand reputation and shape brand image as soon as possible. It is the essence of advertising at this stage to comprehensively use active media and passive media to cover a wider range of consumers. In the mature stage, the development of products or services tends to be stable and the market share is considerable. At this stage, on the one hand, it is necessary to constantly attract consumers' attention to maintain the existing image of the brand in consumers' minds, on the other hand, it is necessary to constantly innovate. Using active media is the main means to achieve the above goals. In the recession, there are many successful cases, such as "2 1 jinweita". At this stage of advertising, the focus is to reshape the brand image, and we must make full use of active media.
Third, choose media according to the target consumers of products.
Different products have different target consumers. The target consumers of toys are children, the target consumers of fashion are young people, and the target consumers of health food are the elderly. Different consumers have different ways to contact the media. Generally speaking, the elderly are more willing to take the initiative to obtain information about the products they buy, because they have plenty of time and pay more attention to the performance and price of the products. As the commodities of target consumers, we might as well make more use of passive media to meet their needs in this respect. On the contrary, because young people have no heavy burden, no more leisure time and bright future expectations, they rely more on their own feelings and generally do not spend time and energy to actively collect information. We should use positive media as much as possible to attract their attention. Of course, the above is only a rough statement. If you really want the target consumers of products to match the target audience of the media, you must conduct careful and meticulous research.
Fourth, choose the media according to the purpose of the product.
The use of products mainly refers to the shopping purpose and use occasion of consumers buying goods. The purpose of shopping is the motivation of consumers to buy and use goods or services under certain time and space conditions, which can be divided into three categories: self-consumption, family consumption and gifts. The place of use is the place where consumers consume products. Usage is closely related to the purpose of shopping and can be divided into two categories: public and private. Generally speaking, for products used for their own or family consumption and private places, such as food and daily necessities, consumers pay more attention to the cost performance of the products and the tangible benefits they provide to consumers, rather than what outsiders think. Products used as gifts or in public places, such as gifts and clothes. It is more obvious to consumers, so we pay more attention to the appearance, brand, word of mouth and other attributes of products, and pay more attention to the evaluation of others. For the advertising of the former products, passive media should be used more, so that consumers can think carefully and weigh carefully. For the advertisement of the latter product, we should make more use of some active media to form a fashion and advocate the trend.