Myth 1: sexy ads seen people love. TV ads everywhere sexy metaphor expression, and exponent report found that audience on sexy TV advertising acceptability is very low. Therefore, do not blindly to chase eyeballs effect, not an in-depth analysis of the product brand and audience characteristics, extorted for sexy, this will only bring audience antipathy or dispersed audience on product brand information, influence product brand information dissemination of results.
Myth 2: superstar status requires title heavily advertising. Many star advocate in the TV ads are indicated by the marquee star my real identity, such as "famous movie stars XXX" to enhance brand value. However forward policy spokesman for the star in the TV ads for different factors awareness survey, the audience to advocate subtitles in TV advertising awareness is very low.
Researchers believe that, when the star advocate in TV advertising played a situational context role, annotated star I real identity will interrupt the subtitles appear on advertising audience situation "bigger" State, focusing on the understanding of the product brand information on switching to spokesmen for the star's attention, which to a certain extent affect the spokesmen of the overall TV ad information communication effect.
Myth 3: social status of the higher the audience enjoy the industry's elite advertising spokesman. Many people think that the higher social status of the audience enjoy the industry's elite advertising spokesman. However, the index found that like the industry elite advocate of core audiences is a relatively low degree of culture, lower income, was born in the 40 's-60 's blue-collar workers and unemployed workers. Visible disparities, social status, the lower audiences enjoy industry advertising spokesman.
Myth 4: Star advertising is to highlight the star symbol character I. Index report pointed out that advertising spokesperson role factors influence index is second only to ads advocate I factors influence index higher than star spokesperson TV advertising influence in the total index, which play roles described spokesperson on audience impact cannot be underestimated. Forms Services to content, content to show to the form. Spokesmen in creation of television advertising, advertising theme, for the core principles of proper treatment advocate I symbols and advocates the use of role-symbol rate and focus on, you cannot view all star spokesperson TV advertising, it is necessary to highlight the star advocate I symbol characters.
Myth 5: famous big will form the idol effect. Famous big star will certainly be able to form the idol effect? survey in 2254 name respondents have 638 people expressed in the heart of the most famous one is not, in the total number of investigations in close to 30%. Visible, the famous big star advocate may not be able to form the idol effect, because a significant number of audiences and have no sense of idol worship.
Myth 6: advertising star advocate is to please everybody. Advertising is most important to please the target audience, but not all. Index report pointed out that the survey results indicate that not all of the audience receives star advertising. Celeb spokespeople TV advertisement high acceptance of audiences is a relatively high level of culture, the younger students, managers and workers; the acceptance of lower audiences mainly focused on the cultural level is low, was born in the fifties, lower income blue-collar and unemployed. Therefore, companies and advertising agencies in select advertising star advocate must distinguish between target audiences, not blind pursuit of advertising star advocate of high popularity.
Myth 7: select Star advocate to "tie heap". Many companies think that for a variety of product brands do advocate higher visibility of stars, the stronger the transmission power. The results show that not all audiences have accepted this star of multiple brand advocate. Which means that on the stars to multiple brand advocate phenomenon "accept" audience survey of 40.5%, which represents a very acceptable 8.1% said more acceptable 32.4%; said "do not accept" 12.9%, which represents an unacceptable 3.0% said not too acceptable 8.9%. When asked about the "do not accept the respondents" or "not accepted" this behavior, the audience did not accept the star for multiple brand advocate in the main reason for this is "not like advocate I style", followed by "too messed up", and think that "seem (Star) image is not very good."
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