News media recommendation planning book

I. Introduction

The rapid development of modern advertising has become a major advantage of social and economic growth. Advertising revenue is growing rapidly, and the media is the fastest growing consumer product. The new media business application came into being further mature and the value was further improved. The new media has diverted the advertising resources and user resources of traditional media more obviously, and the impact on traditional media is increasing.

According to the requirements of the course, choose a new media to make planning recommendations. The new media I chose is the city sewer well.

Cover; the advertising target is the Bank of China. Using design methods, advertising becomes an advertisement that can be stepped on and touched, giving it a different strategy of advertising performance from other media.

Second, the media strategy

(1) Media theme: an advertisement that can be stepped on. The advertisement can not only be seen, but also can be stepped on and touched with the foot. On the one hand, it enhances the effectiveness of advertising, on the other hand, it means that the Bank of China has a down-to-earth and steady operation, and it has strong image and rich experience, and it has profound corporate quality. This is a strategy of differentiation of expression means and differentiation of appeals.

(2) Appeal strategy: the logo of the Bank of China.

(3) Advertising design: The design of the manhole cover refers to the Bank of China logo and “copy” the logo to the manhole cover. The “中” character design highlights the texture. When the real placement is made, the surface is raised by the technique, so that it looks like a bumpy visual level. . The customer group feels the texture on it. In addition to deepening the customer's strong visual impression of the copper coin, the prototype of the Chinese bank logo, the unique appeal of the touch is used to strengthen the customer group's impression of the Bank of China. .

Third, the media target

The fierce competition in the financial industry is reflected in the media launch. All along, the Bank of China’s advertising is rational and wise, like “The Bank of China’s Credit Cards” and “The Bank of China’s Far-reaching Significance”. Its business philosophy, service quality, business standards and corporate brand image have established a high level in the industry and consumers, so the goal of this media plan is to use the new media to create a platform to strengthen the brand impression and depth of the Bank of China.

Fourth, the media market background analysis

1. Analysis of industry conditions

The traditional five major advertising media: TV advertising media, radio advertising media, newspaper advertising media, online advertising media, outdoor advertising media, the use of mass media is becoming more and more saturated, in the context of modern advertising changes, traditional media can not meet the advertising performance And appeal requirements. The operating pressure of traditional Chinese media has gradually increased, and profits have continued to decline. On the other hand, new media different from traditional media, with its characteristics of individuality, interactivity, self-organization, etc., is more accurate in marketing promotion, and has been recognized by advertisers, advertising companies, public relations companies and other marketing agencies. New media has gradually become An important part of enterprise integration marketing.

2, media swot analysis

Advantage

(1) The total area covered by the sewer manhole cover is quite large, and the resulting passenger group rate is also quite high. Moreover, its rounded features are individualized, and the color is mostly gray and dark near the road, and it has a natural feeling with the ground. As a medium to be placed, the customer group will not feel that its advertising utilitarianism is outstanding, psychological closeness and intimacy are strong.

(2) Good timeliness. Due to the fixedness and stability of the sewer itself, its coverage is stable, and the timeliness of advertising is good.

(3) The media cost is low. Compared to other new media, sewer manhole covers are superior in terms of their operability and low cost.

Disadvantage

(1) The geographical location is special, and it is not consistent with the general media visual habits, and the color is not obvious, which makes it difficult for the customer group to pay attention.

(2) The situation of the target group has not yet been firmly grasped, and the appeal is not strong. The influence of the new media market is yet to be tested.

opportunity

(1) The symbol of the Bank of China formed by the unique circular feature of the manhole cover and the combination of iron color and color determines that it has an irreplaceable advantage over other media placed by the Bank of China. This will be a creative creation.

(2) Advertisements that can be “stepped on”, using advertising performance differentiation strategies, unique means of appeal, different from other advertising performances, better.

risk

Due to the identity of the new media and the visual acceptance habits of other new media, the downhole manhole cover needs to bear the risk of subverting the tradition. At the same time, receiving an advertiser like the Bank of China, the advertising needs to attract special attention from the customers. , with certain pressure and risk.

3, product analysis

The logo design of the Bank of China adopts the Chinese ancient money and the “zhong” character as the basic shape. The ancient money figure is the circle and shape frame design, the middle square hole, and the vertical line up and down, which becomes the “middle” shape, meaning the heaven and earth place. Economic-oriented, giving people a feeling of simplicity, stability, easy to identify, profound meaning, quite traditional Chinese style. The roundness and color of the sewer manhole cover feels like a copper coin, which is very close to the logo of the Bank of China. At the same time, the round manhole cover is also a symbol of stability, and it is in line with the corporate quality of the Bank of China. This is the most important point in choosing the advertising media.

4. Competitive analysis

(1) The past advertising media of the Bank of China, mostly rich in TV commercials and influential print ads, have been deeply rooted in the hearts of the people. The customer group has already recognized the Bank of China’s sagacious advertising performance. This time, the new media is used to appeal to the Bank of China. The logo image should face the test of the ability of the customer group to accept the new face of the Bank of China.

(2) The psychological recognition and wide acceptance of the traditional media by the customer group has already covered the advertising media field, and other new media that are undergoing intense development momentum, with the individuality and superiority that have been recognized by experts and customers, The new media has formed a lot of competitive pressure.

Fifth, media planning

1, media selection

The following waterway manhole covers are used as the medium to integrate local influential newspaper media and online media as auxiliary media, and use the available media promotional opportunities for integrated marketing.

2. Media placement strategy

(1) Media integration: In the early stage of the cooperation media, it is mainly responsible for propagating the main media and media strategy themes, with the slogan “Can't step on the advertisement”, and implementing it to the same period of advertising, creating a mysterious and warm atmosphere to attract the attention of the audience. The ordinary sewer manhole covers on the streets and alleys are for the purpose.

(2) Delivery scheduling: The main medium adopts long-term delivery, and the cooperation media is delivered in the early stage of the advertisement and in the same period. Keep pace with Bank of China event promotion and industry dynamics.

(3) Place of delivery: The main medium selects the sewer manhole cover on the road with a large flow of people. Like city pedestrian streets, office buildings, factory-intensive road sections, communities, park sections, and more. Auxiliary media for front and back advertising.

6. Evaluation of the media

The most basic function of advertising campaigns is the delivery of advertising information. Choosing the medium through which advertising information is delivered is one of the most important aspects of advertising. Enterprises choose media to advertise, and must make decisions based on current and long-term development strategy goals. The specific reference indicators are:

1. Effective customer base: The selected media placement area is a crowded and uninterrupted lot of people, and has a monopoly ability for potential customers of Bank of China. The expansion of the range of media customers will lead to an expansion of the effective customer base. Moreover, the consumers in these lots are basically in line with the requirements of the Bank of China.

2. The unit cost of advertising

Advertising costs generally include advertising production costs and advertising media costs. From the perspective of production, the sewer manhole cover is a new media choice with relatively low production cost and medium cost compared to the traditional media and other new media that Chinese banks advertise. From the perspective of advertising media, this is measured by the cost of thousands of people. The more the number of advertisers, the lower the cost per thousand people, and the cost of publicity of enterprises is naturally reduced.

3. Advertising time slot/slot

The sewer manhole cover itself is characterized by the ground and the choice of the above-mentioned site, which determines that it will exert the advertising media effect and benefits in the characteristic position to maximize the advantage.