The combination of 1. should help to expand the total audience of advertisements. Because the coverage of a certain media is always limited, the coverage of one media cannot be supplemented by other media. Combined media should include all target consumers as much as possible. Generally speaking, the audience of a single media can't completely coincide with the target of advertising appeal, and the part of the target that is not included in a certain media audience needs to be contacted through other media. Therefore, the combination should make the range and characteristics of the audience complement each other, so as to be as close as possible to all the objects of appeal.
2. Combination should help to repeat advertisements properly and deepen consumers' impression. Advertising repetition can improve and strengthen brand awareness. In fact, the high popularity of most well-known brands or enterprises is inseparable from the frequent repetition of advertisements. Whether it is well-known foreign brands, such as Procter & Gamble, Coca-Cola and Panasonic, or domestic products, such as Haier, TCL and Jianlibao, consumers have seen or heard it on TV or other media many times. According to a survey, consumers' awareness of advertisements with product names played three or more times is significantly higher than that of advertisements with product names played less than three times. Advertising repetition can not only improve the popularity, but also promote the understanding and memory of advertising content and achieve the purpose of persuasion. It takes a certain advertising frequency for advertisers to be impressed and interested in advertising information, but their attention to a certain media gradually decreases after reaching a certain saturation. Therefore, the cooperation of various media is needed to extend the attention time of the audience and increase the probability that the advertisement will reach the effective audience.
3. Combination helps to complement each other. Different media have different communication characteristics. We can publish advertisements with different contents and different perspectives, so that different advertising information can complement each other, so that the audience can understand the information more comprehensively and enhance the appeal effect of advertisements. For example, the front posting of Red Heart K will let more people know the product personality of Red Heart K. These readers will have a deeper impression of Red Heart K when reading the main complaint copy of Red Heart K newspaper advertisement.
When people watch the image prompt advertisement of "Taitai Oral Liquid" on CCTV, the chief complaint copy published in the local media detailing the function and principle of "Taitai Oral Liquid" will be read by more people, so its appeal effect will be better. This mutual complement, mutual echo and mutual reinforcement is a key step of advertising media combination strategy. If it cannot be explained in detail on TV due to time constraints, it can be explained in the newspaper. Panasonic emphasizes brand on TV, introduces product features in newspapers and shows quality features in pop music. Different media have different communication characteristics, and they can spread advertising information from different angles, which often support each other and produce the effect of 1+ 1=3.
1964, Ford Motor Company produced a car named Mustang, and Yaka, the general manager of the company, personally designed the marketing plan. The main steps are as follows:
Step 1: Invite the editors of major newspapers, lend everyone a mustang, and organize them to participate in the mustang race from new york to dearborn. At the same time, more than 65,438,000 journalists were invited to cover and report. This is actually an advertising war. Afterwards, hundreds of newspapers and magazines reported the grand occasion of the mustang race.
Step 2: The day before the launch of the new Mustang, according to the media selection plan, 2,600 newspapers published a full-page advertisement for the Mustang. The picture of the advertisement is: a white mustang is running, the title is "What a surprise" and the subtitle is: "The price is 2368 dollars".
Step 3: Since Mustang went on the market, major TV networks have been broadcasting advertisements for Mustang every day. Its advertising content is: a young man who is eager to be a racing driver drives a beautiful wild horse. Its purpose is to expand publicity coverage and improve product awareness.
Step 4: Choose the most conspicuous parking lot and erect a giant billboard that says "Wild Horse Bar" to attract consumers' attention.
Step 5: Show wild horses in 200 holiday hotels in the most prosperous 15 airport in the United States, and stimulate people's desire to buy in the form of physical advertisements.
Step 6: Send advertising materials to millions of car owners across the country. This is to achieve the purpose of direct promotion, but also to show the company's attitude and determination to serve customers faithfully.
With the successful media combination and creative promotion activities, Mustang achieved sales of 65,438+0,654,380 billion US dollars within one year after listing, setting a new record for American automobile sales.
4. Combination should contribute to the coordination of advertising activities in the period, and be good at matching long-term media and short-term media. Real estate developers usually use large-space, high-profile newspaper advertisements to attract the audience's attention when the property is opened; As a continuation of the short-term media, the signboards of the main roads along the real estate market after the opening can attract the audience for a long time. The so-called "change of repetition and renewal" means that when the advertisements of a product are continuously released, there are both completely repeated parts between each advertisement to strengthen the identity and appeal of the product, and there are also novel and changeable parts to tap the richness and appeal of the product. In this way, we can not only strengthen the "attractive" content and information through "continuous" repetition, but also spread new information through constant changes to attract more target consumers to pay more attention to the products more carefully and deeply.
1986 65438+1On October 23rd, Guangzhou Pepsi-Cola soda factory was put into operation, and occupied the Guangzhou market in April, with a monthly sales volume of over 2,000 tons. The reason why they have achieved such results is precisely because they have adopted an effective media combination strategy. Guangzhou Pepsi first sent salesmen to wear Pepsi overalls and posted trademark advertisements at various sales points; Then they took the slogan "Pepsi is delicious, and the whole world is praising it", accompanied by advertising pictures with physical patterns for publicity, and chose five locations to carry out free drinking activities; They also put a batch of sun umbrellas printed with "Pay attention to traffic safety, Pepsi soda factory" on the traffic booth; In addition, they also sponsor social welfare undertakings and mass activities. In this advertising campaign, they used advertising pictures, POP advertising umbrellas and other carriers, and the combination was quite successful, so they opened up and occupied the market in a short time.