Product positioning time selection requires that advertising time selection is the prime time of products, not the prime time of TV. The prime time of TV media generally refers to 19 to 2 1 point. During this period, TV ratings were high, and people often only considered one rating when placing advertisements, ignoring the number of target groups and potential customers of the products, which accounted for the proportion of the total audience. For example, Hai Jinzun once advertised in prime time, and the brand slogan "More comfortable the next day" is widely known. Whether it is advertising creativity or spokesperson choice, there is no doubt. The product efficacy appeal of "feel better the next day" is very accurate, but the final sales effect of the brand is not ideal. There are many reasons, such as the narrow product positioning group, the advertising strategy is not linked to the direction of "gift giving", and it is a mistake to look at the advertising time alone. Its positioning is high-end, especially business leaders, who must be considered by Neptune in prime time. If they always live a popular lifestyle and stay by the TV at 7 o'clock every day, it can be said that all the people in China are business leaders, and half of them go out early and return late, so they should be put in the marginal hours at night. To some extent, investing in prime time can only increase their popularity. If it is not linked with "gift giving", it is a complete waste, and they will enter a brand misunderstanding with high popularity and low sales. The choice of children's drug advertising time has to involve a marketing dislocation between buyers and consumers. The content of children's drug advertisement is children, but the target of appeal is parents, and the identification and final buyer of information are parents, so it is not suitable to put it in cartoon TV advertising time around 6 pm, and the prime time in the evening is ideal. The Sixth Harbin Pharmaceutical Factory is rational in this respect, and the "public welfare" advertisement of the Sixth Harbin Pharmaceutical Factory is worth learning. The advertisement of "Mom washes feet" and "In fact, parents are the best teachers for children" conveys a philosophical concept of educating people to consumers and buyers, reveals parents' hearts with a humanized care, blends the brand into a humanized affinity, and enhances brand awareness and reputation, which is undoubtedly brilliant.

Looking at the timing of advertising horizontally, the general peak of liquor consumption appeared in the Spring Festival, but liquor advertisements during the Spring Festival obviously did not correspond to it, but showed a peak before the Spring Festival. During the Spring Festival, Labor Day and National Day, several major areas of China's economic "holiday advertising" have been formed. For example, the sales peak of candy is generally in the first two weeks of Lunar New Year's Eve, and after the New Year, the market sales will naturally fall back in two to three weeks. Therefore, most TV media budgets should be placed before the Spring Festival, not during the Spring Festival. With the right delivery time, we need a strong brand focus to support brand development. At present, the development of domestic candy market is not yet mature, and the brand aging of White Rabbit needs new positioning to change the attention of young people. Yake V9 is positioned as a vitamin candy, which has achieved a brand miracle by using SARS. At present, there is no subdivision, and the positioning of candy and the like should have great market repercussions. The progress of TV advertising determines the delay of the effect, so the horizontal choice of advertising time should be treated differently from the peak sales period. The "first" mentioned here is the grasp of the opportunity, which is generally used in event marketing and even positioning the "first" on the opportunity. To some extent, event marketing belongs to the category of public relations. In event marketing, grasping a "first" will cause a diversion effect. Haier's response to SARS is amazing, even Mengniu during the "God Five" period is amazing. They all did their own marketing activities or put in advertisements at the first time. After every major event, people are always left with memories. How to create a "first" and create memories in event marketing is also some factors to consider in how to choose effective advertising time. Similarly, J. trout and R. Reese's "first" approach in positioning is actually a choice of time. People often remember "first" rather than "second", and some product positioning demands should also consider a time choice. Speaking of timing, the grasping ability of some domestic enterprises needs to be improved. For example, advertisements of Baisha Group were banned. Asking Liu Xiang to be the image spokesperson can show that Baisha cherishes this opportunity to build the "Xiang" brand, but Baisha people should know very well that the "best" forming period of Liu Xiang has passed. If Liu Xiang wins the championship that night, Baisha will launch an advertisement "At this moment, my heart is flying". The effect is unimaginable, and Baisha dare not. At present, Maxima is the first enterprise to invite Liu Xiang to shoot advertisements. At that time, the slogan "second today, first tomorrow" was really applied. Unfortunately, Maxima didn't respond to this advertisement during the Olympic Games, which wasted an opportunity of brand "miracle".