2118 In 20061October 2 1: 20, CCTV's 2007 gold resource advertisement bidding ended after 13 hours of fierce fighting, and the total amount of CCTV's gold resource advertisement bidding reached 6.795 billion yuan, a record high. This result shows that businesses attach importance to TV advertising. As an important marketing method, merchants are not only willing to invest huge sums of money to buy prime-time broadcasts, but also spend a lot of money to invite celebrities to speak for their products. But what is the result?

1October 8th 1995, 165438+ Dark Horse Qin Chi Wine won the title of CCTV advertising champion for 66.66 million yuan, 1996,165438+1October 8th, Qin Chi. However, because economic benefits have not been transformed into development potential in time, productivity can't keep up with demand. The "Blending Incident" was exposed by the media at the beginning of 1997, and the lack of crisis research caused the sales volume in Qin Chi to plummet.

First, if we make full use of TV advertisements for successful marketing, so that the company's big money will not end up in Shui Piao, we must find a suitable market positioning according to the company itself and the product itself, and then determine the creativity, broadcast time, place and frequency of advertisements. Every link is very important.

1, accurate market positioning

What kind of goods are suitable for marketing with TV advertising as the main way? First of all, we should study what kind of people watch TV, and the audience of a certain column is concentrated in which age group at a certain time.

Generally, people who use TV programs as leisure activities in their spare time are mostly middle-aged ordinary working class, especially middle-aged women, who are often important people who decide the whereabouts of family expenses, so advertisements for daily necessities, food and skin care products sold in supermarkets are suitable for prime-time broadcasting.

Nowadays, young people watch less TV, but young men have a special liking for sports stations, especially the live broadcast of large-scale competitions. The advertisements of sports products are very suitable for sports stations. Young female viewers like to watch fine TV series, but for mass gatherings in Hong Kong, Taiwan or abroad, most of them have already bought discs or watched them online, and the proportion of young women who follow them through TV is not very high, so products specifically targeting this group of people are not suitable for large-scale TV advertisements.

Old people are generally reluctant to spend money, but commodity advertisements for the elderly highlight children's filial piety and buy them for the elderly, which will generally achieve good results. Melatonin is a typical example. Vulgar advertising ideas and slogans, combined with high-frequency broadcasting, create a feeling that buying melatonin for parents is filial piety, which leads to a big sale of products.

Therefore, if the merchants position their products in the above-mentioned consumer goods, they can play their own advertisements at an appropriate time. Advertising is also a waste of money if your product is highly positioned or not listed on it. For example, women's high-end skin care brands rarely appear in TV advertisements, which are more suitable for advertising in fashion magazines and concentrated in their hands.

A while ago, Chanel invited superstar Nicole Kidman to shoot a Chanel 5 advertisement similar to Moulin Rouge, which was "shown" in prime time. It is purely a brand image advertisement, because the broadcast volume is very small, and the audience also appreciates it with the mentality of watching a blockbuster. The frequency of well-made image advertisements of big brands is extremely low, which will have a multiplier effect.

2. Advertising creativity

Good advertising creativity is very important. Many advertisements that spend a lot of money can't achieve the expected results, and even leave a bad impression on consumers because of poor creativity, similar creativity, or inability to accurately express product positioning, resulting in vague understanding.

3, celebrity endorsement

Powerful big companies like to use celebrity endorsements, and even have the trend of keeping up with the joneses. It seems that you can't show your strength without a star, but the proportion of celebrity endorsements that can really play its due role is not high. Take shampoo advertisement as an example. At present, almost all shampoos are endorsed by big stars, but when I look back, I find that most of them only remember the beautiful figure of brunette, but they can't remember the brand of shampoo at all.

What impressed me deeply was the advertisement of "Centennial Runfa" many years ago. The warm picture of Chow Yun Fat carefully washing his girlfriend's hair left a deep impression on me. The product name is the same as the name of the star. She is a popular lover like Chow Yun Fat. The big sale of this shampoo in those years showed the success of advertising. One of the most impressive shampoo advertisements recently is Lux shampoo advertisement starring jennifer lopez. Lux has always used international stars to endorse products, which is very distinctive. Jennifer highlighted the charming charm and the curved hairpin of Lux logo in the advertisement, which impressed the brand deeply.

Therefore, if you use stars in advertisements, you must have the same temperament or characteristics as your own brand, and you can't use them whenever they are popular. For a time, Lenovo was very willing to invest in advertising. When Zhang Ziyi became popular, she spent a lot of money on her endorsement. The advertisement is incomprehensible, and F4 is on fire. She invited four "playboys" at once, and the advertisement was very strange. At the same time, Pepsi also invited all F4 members to make an advertisement, which creatively continued the plot of Meteor Garden series, which really made F4 a star and impressed me so far. Pepsi has always emphasized its youthful and energetic characteristics through advertisements. F4 itself conforms to Pepsi's temperament, and advertising creativity accurately expresses this appeal.

I recently saw an advertisement for Shenzhouxing in Ge You. Personally, I don't think it is appropriate. Although Ge You's image has always been friendly to the general public, do you believe that Ge You's mobile phone uses Shenzhouxing instead of GSM? I always feel that someone paid him to lie. This kind of advertisement gives the impression that it is unnecessary. Compared with the M-Zone endorsed by Jay Chou, it is much inferior. I don't know if Mobile has tasted too much sweetness from Jay Chou's endorsement before making such a move.