One of the challenges facing traders is to find the best level of exposure to a brand advertising, while maintaining a level of budget. Conceptually, the media planner could choose advertising continues (including exhibits, spread over a period of time) or follow a strategy of pressure (in a few months, and for others). The decision is important because the evil one of them a significant influence on the response of customers. When the announcements were made at low frequency (rarely), but the risk to go unnoticed. The first time that customers will see an ad, most of the time, the same message in their minds. In addition, when an ad is aimed at high frequency, with the help of advertising may occur. Therefore, the task is to find the correct frequency for a positive response. Excessifs repeated messages often have a negative effect on customers' attitudes in the form of a mark. Advertising use occurs when a certain degree of repetition, the score of emotional reaction is more positive and shows a significant decline. Advertising use is the result of all too often causing viewers to understand that there is nothing new arising from the manipulation of advertising, so that the withdrawal of care. It provided that all potential customers each exhibition, which is not realistic. Not all customers want to see each rotation. Hence, it is difficult to find the optimal level of exposure. Analyst media must remember that all of rotation is seen by all customers. Use can also be a hazard, causing negative attitudes score. Aggressive communicate with their customers are not always result in poor or deteriorating situation. But if the media is not carefully planned and executed, can destroy an opportunity to build long-term customer relationships. So the question is how to solve the marketing puzzle of how often submit their ads? First, we must address the question of use. To avoid abuse, often operators to develop and run an ad group representing a variety of performances, but convey the same basic message and demand. These executions often have a variety of common characteristics, such as brand name, logo, slogan and overall design, while the other characteristics of this title, copy and graphic elements are varied. The logic is that by introducing major changes in advertising executions, the emergence of use will be delayed. At the same time, the use of certain functions of advertising through executions ensure consistency and, hopefully, se basa brand recognition or equity. To understand what happens in use, the researchers studied the brain to understand the thinking and cognitive reactions to these situations. They found that the brain tends to ignore an object or theme that is repeated several times. In short, most of the work of communication trigger memories. Old photos or concepts related to something in the message, recognizing elements so familiar. In the process, something new that can be implemented and what the brain associated with age. When something new or unknown to a customer is presented in the brain for treatment are taken into account: a) it is new and b) if it is compatible with previous experience, knowledge and belief. The familiar part of advertising is considered to be younger. The brain recognizes and takes less time to assess their validity. It was interpreted as a given. To achieve this objective, traders need to amend certain parts of ads to keep customers interested. Of course, to explore the possibility of using advertising, we should keep in mind that each situation, products, market, and many other features are always variable factors which do not fit the mold of advertising. Each situation must be treated differently. Radio, television and newspapers devote themselves to various levels; newspapers tend to use more quickly than most forms of entertainment media like television. For example, you do not see one again and again, or read an article over and over again? It is clear, the stimulation that comes from entertainment with commercial customers will more easily than a newspaper or magazine. The best way for operators to use to defend themselves, is to turn the matter with different variations of executions of the same message. Regarding the low frequencies, the question remains, is not it enough? It also depends on the situation, but the budget allows, multiple exposures are more effective than one or a few. Schedules media are based on budgets and demographics. When the sale of products for older, low frequency is generally sufficient. As for teenagers, more often, the better. Business-to-business usually requires more often too. In a word, shorter attention of client presentations more necessary break. This is not the final answer to the question using advertising. The most important variables to determine the optimal frequency is to understand the customer, the rotation of different ads, and keep the attention of the customer. It is rewarding to remind consumers about the attributes of a brand. The strengthening and renovation of attributes, without making the message is one of the main thrusts of advertising. <B> Mark Levit is associate director of Partners & Levit Advertising New York and professor of marketing at the University of New York. For more information, go to <a target = _new href = http://www.partnerslevit.com http://www.partnerslevit.com
or call 212-696 -- 1200. </ B>
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