Advertising market survey of college students' survey reports

First, the main content of the internship

Investigate the operation of the advertising industry, learn about the relationship between advertising and marketing, and observe the characteristics and ills of advertising in the market.

Second, the experience and gains gained from the internship

The famous American marketing scientist Kotler believes that the marketing strategy is the broad principle that a business or other business unit intends to achieve its various marketing objectives in the target market. The content of the marketing strategy consists of three parts, namely the target market strategy, the marketing mix strategy, and the marketing expense budget, including 10PS, namely: market research, market segmentation, target market selection, market positioning), product, product pricing, Sales channels, promotions, political power, public relations, etc.

The promotion also includes tactical means such as advertising, business promotion, and personnel sales.

As an important part of the marketing strategy, advertising should form an organic whole with the various elements of the marketing strategy, coordinate with each other, coordinate with each other, promote each other, and develop interactively.

Mainly do the following two things:

1. Advertising should obey the overall marketing strategy of the company

2. Advertising should reflect the overall marketing strategy of the company

The first part: the "three outlines" of advertising and marketing strategy - advertising should obey the overall marketing strategy of the company

Targeted, doing more with less: advertising is targeted at the target market strategy

The target market strategy refers to selecting one or a few market segments as the target market based on the strategic market segmentation of the enterprise, and concentrating the main resources of the enterprise to carry out specialized production and sales, so that the enterprises occupy a larger position in these markets. Share, forming product advantages and low-cost competitive advantages that are not available in similar products.

In fact, whether a consumer can become a consumer of a product is affected by many factors such as age, family life cycle, income, lifestyle, pursuit of interests, education level, and geography. Only by properly screening can you get twice the result with half the effort and get the most benefit with the least investment. [The first paradigm § network to organize the article, the copyright belongs to the original author, the original source. 】

If you do not distinguish consumers, eyebrows and beards, the result must be: everything wants to catch, and ultimately can not catch anything.

Corresponding to the target market strategy, the fundamental of advertising success lies in its targeting. Advertising must conform to the target market strategy. The style, language, picture, music and atmosphere of the advertisement must conform to the cultural and aesthetic needs of the target group as well as the ability to accept and understand. The media and time of advertising should also meet the ratings of the target group. reading habit. You must not advertise for advertising, build a car behind closed doors, and enjoy yourself.

Many people are attacking the white gold advertising savvy, but its sales are surprising. In fact, according to the target market strategy of melatonin, the advertisement of melatonin is not taken by people who are self-proclaimed and elegant. As long as you can impress the ads of the target market consumers, it is good advertising.

In one go, one by one: advertising is based on marketing strategy

The marketing mix strategy is not a simple combination of marketing elements, but should be organically integrated. The concept of “marketing is communication, communication is marketing” has been widely recognized by the marketing community. "Integrated communication" is a theory that studies how to efficiently transmit information to others, thereby changing people's understanding and behavior, and finally achieving sales targets.

Integrated communication focuses on “integration”, which is the choice and combination of the objects of communication, the content of the dissemination, and the means of communication. The key to integrated communication is deciding who to spread, what to spread, and how to spread. To whom to spread the scope of the target market strategy, and what to spread and how to spread is the integration of products, prices, channels, promotions, public rights, public relations elements.

As a means of integrated communication, how can advertising maximize the effective communication with consumers? The main thing is to do two things:

1, can not contradict each other. Advertising must complement product strategy, price strategy, channel strategy and other integrated communication strategies, and echo each other. Never wear a tie to wear straw shoes. For example, if you sell a three-four thousand yuan economical car, you should not demand "atmosphere, honor" in advertising, and "Benshi" will never need "practical".

2, can not be out of touch each other. All means of communication should be carried out in one operation in the market operation, integrated, unified action, and overall expression. Be good at playing combination punches and be good at playing three-dimensional wars. If all the links are out of touch, they will lose sight of one another, weaken the intensity of advertising, and fail to achieve the purpose of promoting sales.

Matching resources, adapting to the situation: advertising is based on marketing expenses

In order to win in the market competition, the company must formulate the correct marketing strategy, but at the same time make the resources of the enterprise match the market demand. Make bricks without straw. When making an advertising plan, enterprises should fully consider the human, material and financial resources of the enterprise. If you carry the rash thinking of "how bold people are, how productive the land is," it is bound to be counterproductive and cast a big mistake.

Many of the operating resources that are not needed to develop a comprehensive market have been steadily and steadily, and have succeeded in relying on the market strategy of “smashing the war”. In the early 1950s, most markets in South Korea were monopolized by US and European products. Since the mid-1950s, companies such as Samsung, Hyundai, Venus, and Daewoo have provided specific products and services to target specific groups in regional markets where European and American products have no advantages, using centralized advertising strategies and making unremitting efforts. It gradually became weaker and stronger, and grew from small to large, causing "Han Feng" in the world.

The second part: the "five permanents" of advertising and marketing strategy - advertising should reflect the overall marketing strategy of the company

The marketing strategy is like a red line, which organically integrates products, prices, channels, promotions, public relations, and public rights to form a dazzling pearl.

As a tactical means of marketing strategy, advertising must be able to reflect marketing strategies at specific levels such as concept, behavior, vision, personality and sustainability.

One often: the concept level

The marketing strategy of an enterprise cannot be contrary to the business philosophy of the company. Similarly, advertising as an external communication method of the core concept of marketing strategy, its theme, creativity, performance must revolve around this core concept.

At the time when Shanghai General Motors began its national marketing campaign, it launched the core concept of “Contemporary Spiritual Contemporary Car” in order to reflect its commitment to “making a world-class car in China”. In order to interpret this concept at a specific level, Shanghai General Motors produced a highly expressive TV commercial with the theme of “Pushing the Ball” of Sisyph mythology: the vast wilderness, the powerful men in the column, and the momentum of the city. Pushing a huge metal ball up the mountain, the metal ball is engraved with the Buick logo. At this time, powerful music and narration sounded: "It is not just a car, it is a kind of spirit! It is a contemporary spirit to make Buick, from Shanghai General car."

This advertisement deepens the concept of “contemporary spirit contemporary car” and conveys the value of “world-class brand, world-class experience”.

Er Chang: Behavioral level:

Just as a person's words and deeds reflect his literacy, the company's every move in R&D, production, quality control, and service reflects the inner spirit of the company. Therefore, in the marketing strategy of enterprises, these behaviors should be vividly and orderly displayed in front of consumers, so that consumers can have a sense of trust in enterprises and products. Advertising is an important way to inform these behaviors.

Sanchang: visual level

How can we express the core idea of ​​marketing strategy very emotionally? The best way is to visually find a carrier in the advertising strategy.

Kim Jong-Il’s 99-year “Apple Cooked” advertising campaign left a deep impression on consumers. In the battle of DVD, Kim correctly established a marketing strategy to promote the concept of “mature”. The so-called maturity is the maturity of technology, the maturity of products, and the maturity of services. In order to spread this concept, Kim is using Apple as a carrier to express the rational content with perceptual means, and soon the "mature" apples are full of the north and south.

TV ads are like this:

Picture: Three young girls, holding golden apples, singing and dancing.

Song: Cooked, cooked, harvested seasonally, you have to grasp it well; cooked, apple cooked, the season is over

Slogan: Apple is cooked, Kim Jung DVD

The print ads are characterized by "mature is more tolerant", "mature is more perfect", "mature is more reliable", and comprehensively interpret the "full compatibility, clearer, stronger error correction" features. Because Jinzheng advertising makes good use of the performance of the visual level, it has aroused the attention of consumers, changed the attitude of consumers, and made consumers accept the products from the heart.

Four regulars: personality level:

In the advertising needs, the differences and individuality pursued in the marketing strategy must be full and detailed.

During the 2000 Olympic Games, the Beijing Evening News firmly grasped the positioning of “not late newspaper” and used the advertising slogan “evening newspaper, not late newspaper” to publicize its own characteristics, express its own personality, and skillfully shaped the image. The Beijing Evening News Olympic series advertisements under the unified theme of “Evening News, Not Evening News!”, proclaimed “winning gold, not late!”, “world, not late!”, “persistence, not late!”, “confidence, not late!” The slogan, the keyword on the screen is in the form of a slogan "After the Evening News!", and the pattern is the Olympic five-ring logo, gymnastics rings, and sports shoes. The text and the picture complement each other. It not only expresses the theme of the Beijing Evening News' comprehensive and timely coverage of the Olympic Games, but also demonstrates the Beijing Evening News's ambition and determination. However, Maotai has abandoned the noble and mysterious personality of “National Wine” and promoted “Moutai, healthy wine”. It’s true that the game is in danger and you will be gambling tomorrow.

Wuchang: continuous level

From the perspective of the marketing management process, marketing strategy management can be divided into three stages, namely, marketing strategy planning, marketing strategy execution and marketing strategy control. The sustainability of advertising is an important indicator of the success of marketing strategy planning, execution and control.

Why can melatonin be sold in the market for several years? One important reason is that its advertising has consistently implemented its marketing strategy as a gift. No matter how the creativity and production of the advertisement changed, I never changed this theme. First of all, the demand "to send a gift to the brain platinum this year", and then become "to send a melatonin", and now become "more to send melatonin."

Advertising promotion is a very important step in the marketing plan. The effectiveness of advertising promotion even affects the success of the entire marketing plan. It is the truth to repeat a lie a thousand times. Advertising is also true. If you really want to impress consumers, you must insist on speaking with the same voice.

Third, the shortcomings and suggestions

During the summer, I experienced a month of experience in advertising companies, and I came to the conclusion that advertisers are the most painful people in the world.

Why? Because every day must be racking their brains to think about the problem, it is said that the American advertising tribe is located in Madison Avenue, New York, there is the "stomach ulcer street" glorious title. Moreover, you must also bear the usual useless work. Compared with pure artistic creation, the planning and creation of advertising must be subject to multiple constraints of advertisers, funds and other realities.

Artistic creation can be a burst of inspiration in your own heart, regardless of the life and death of others, regardless of the flood. When advertising, it seems to be behind closed doors, and even the things that dance for it are often shot by a cold gun. The scary thing is: advertisers often tell the plan is not good, but can not point out the direction, just say: you think about it. We are forced to rush and jump in the sea of ​​my imaginative thinking, but I don’t know where it is the other side of happiness and success.

Advertising must be able to sell goods, and after writing the words, it must be spread a lot - if there is no performance, 100% will be blinded or even maliciously attacked.

Advertising scheme: It can be illogical, but it must be experienced; it can be non-artistic, but it must be sales-oriented; it can be not profound, but it must be popular or easy to see; It is childish and split, but it must be understood; advertising must be powerful and must have great power;

Advertising will go through these four stages

hell:

The first entry must be like the pain of falling to hell - I have thought of a lot of advertising ideas, wrote many planning schemes, and thought they were different. I think that the original advertisements of advertisers are a mess, and they are not systematic in advertising operation and marketing promotion, and there is no rules and money. But no one pays for these ideas and suggestions. In such a hell, we may become an advertiser and become the owner of a small advertising company. At this time, it still feels extremely hard. According to Dante, it is into purgatory.

Purgatory:

In purgatory, we may not be able or too lazy to judge the quality of advertising. We only hope that customers can quickly pay for their actions, and we have enough emotional intelligence and IQ to do this. Some people say that "the tongue is like a spring, the heart is black as a wolf" is also somewhat accurate. In purgatory, we are resourceful. In purgatory, it is much better than in hell. Can it be said that it is no more than 100 times better to make a adopted plan than someone who has made 100 plans but have not been adopted? We stay here, and most of our customers don't want to give us the next order.

We will dream of heaven in hell or purgatory. Fortunately, heaven does exist. It is said that successful American advertisers are in paradise, one of the most prestigious races in the United States, and even President Roosevelt has the sigh of "inappropriate president, just an advertiser."

I think heaven is also divided into two levels.

Advertisers in the lower heavens - people with strong influence, but no one has the power to return. At this time, we have strong imagination and expressive ability, and have rich knowledge and experience. We have sufficient resources in the advertising industry, have strong judgment, and have strong communication skills and organizational skills. At this time, we can operate the brand, operate large advertising campaigns, and be able to make flashy, timeless advertising works with successful performances and works.

The advertiser in the upper heavens - the male figure, who is the capital of me! At this time, we can turn our hands into the clouds and cover the rain. At this time, we have enough material strength and sufficient brain power, and we have already got rid of the situation where only others are doing a big show.

In the American business world, 83% of first-class entrepreneurs are born in the advertising industry. For example, Dobbs and other CEOs of the Coca-Cola Company have changed from the advertising manager or the advertising company planning director. This type of entrepreneur is the representative of the advertisers in the upper heavens.

I think that friends who are generally philosophical and logical and have strong imagination have high IQ, and with the experience of advertisers, they are likely to become the heroes of the market economy.

Having said that, the process of Nirvana is impossible to step into the sky. No matter what level of advertisers, it is just a person. Like sales people, the purpose of our work is to sell. However, we are doing this, our thinking pressure and thinking intensity and expression and creativity are better.

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