There is such a story:
A millionaire beggar begging on the door said: if I give you $ 100, you will eat?
The beggar said: to find a restaurant, a point some fish and meat dishes, and a bottle of wine, eat and drink.
Rich said: If you give you 10 Yuan, you would eat?
The beggar said: buy a box lunch, buy two bottles of water.
Millionaire asked: If you only give you 1 Yuan, you would eat?
The beggar said: then I buy three steamed and then let sell bread little buddy gave me a glass of water.
……
For advertising sales a clear explanation
The story and the media inject some similar logic. If the budget is sufficient, fool will also do their own advertising appeared — TV, newspaper, radio, magazines, bus bodywork, outdoor high cards, subway, commercial buildings, stores, etc, full flowering. Therefore, Coca-Cola, Pepsi-Cola advertising and what is not rich media creative trends, the leader in anyone of them, a year's advertising budget at millions, employing some shijiyiyuan and professional media companies such as strength, Ogilvy, Macon, etc. to help them design money programme, the media authority only needs to look at the programme's budget, discounts, media mix, waiting is appropriate, and then sign in with a stroke of the pen, the remaining advertising Executive is a media company.
These liberated many big companies have a tight little company unparalleled envy. However, these small company media managers do not know, as Coca-Cola, Pepsi-Cola's Media Commissioner, they also provide advertising budget constraints. As a medium budget troubles is a Media Manager of normality, regardless of the level of large group NT or a million-level in small enterprises.
Because of budget constraints, media management has no way to make your ads appear on all media, they must follow certain principles and standards for media mix, and then in a single medium for specific media mix. They had to repeatedly "cruel" to frequent the all media at her door to operational staff sorry to say: "we have a budget delivery plan, your media is good, but in our budget. ”
However, some agents are not resign himself, they will still be over and asked: "our elevator ads location so well, the price is so cheap, why not put?" or simply said: "buddy, can you give us an exception once, after all, we give you a rebate. "For some no annual media release plan, the media and the media choice heart meipu Manager, or some of their work and seek to borrow selfish managers, the salesman could visit will allow them to heart.
Managers will be pondering heart, this media can be our target audience reach, the discount is also very low, the cost seem to be more than one TV, newspaper, and tens of thousands of dollars they can publish a month seems very good, there must be a benefit, but not to vote on brand and market impact, no vote? if the Manager is not a suspiciously, and media salesman collusion bore "do business", then he will certainly be confused.
In order to "industrious" visit ad salesman a clear explanation, managers must make it clear that his budget plan is how to put in, and why you want to select the media, why not select those media, rather than simply perfunctory sentence, "we do not have the media this year's advertising budget," or "your media is not appropriate, not what we want Media", or even roughly on the phone salesman yelled "we don't vote, I am busy, thank you," and then "snapped" a hang up the phone.
Money also to spend skill is
In General, the company's annual media advertising budget is based on annual turnover of 3% to 5% rate, according to industry and corporate brand development phase, the managers selected percentage will vary. The same is fast moving consumer goods, some enterprises advertising budget as high as 10%, and only 2% of enterprises, this decision does not matter about right and wrong. Administrators only need to follow the enterprise financial system implementation to give 10 million would be about 10 million, to $ 1 million to $ 1 million, and managers don't fit can and do not have to deliberately to compete. If you feel that less money, managers can annual advertising budget table below notes added in a few words:
1. the budget is annual cash limit, does not deal with the media's replacement cost.
2. for the year to launch new brands and new products, new release, refer to the previous new brand advertising line, combine the projected turnover indicators of brand and is expected to put in the plan, the development of the corresponding budgetary lines.
3. all extra-budgetary allocation from the proposed delivery sector expense, the portion of expenses not included in this budget.
To note is that article 3. Plan can't keep up with changes, most of the time, regardless of management and budget plans to do so, in the implementation of many still encounter unexpected things. There is not enough, you need to plan in a node, or put on a brand; some simply some human relations of care, such as Government a Department the following media planning an activity, you need the enterprise-sponsored "support", in order to take care of the people, compelled to inject.
Budget amount to do, but in the face of their hard-fought for the Finance Department to the huge advertising, managers how to spend this amount of advertising, how to spend it has horizontal, efficient, but it is a highly technical matters.
Managers need to brand the audience for grouping and managers on their brand is the consumer and the potential consumer audience, the more understanding, advertising programme would be more accurate. In theory, managers must clear area
Share your target audience, and then clear the target audience daily media contact points, they contact line media, live media, free media, life ring, what is the media respectively.But these are just a theoretical ideas, no matter how advanced research technology, the Manager on the target audience will always have a lot of unknowns. Some dominant audience symbols such as age, geographic, income, education, family size, and other demographic variables may be estimated that clearly implicit in buying behavior and media contact preferences, or you can estimate it out, but for the audience's values, psychological behavior and attitudes of judgment and distinction, although now have various forms of research tools, but in fact, those research tools at Academy's numbers game, very difficult for management to effective use.
The proliferation of focus media
These research tools failed to effective use of root cause, these research tool itself will generate significant errors, on the other hand it is actual in management decisions, the managers simply do not have enough time to wait patiently for a remaining doubts of findings. In decision-making data missing cases, managers want to distinguish and determine the audience audience media contacts, more is dependent on the Manager's experience in the market, and their insight into life on the audience.
For example, target audience, managers with experience in judgment and industry practice generally can distinguish brands target audiences are what people, their geographical distribution, age structure, income, education level, the proportion of their daily food, clothing, housing, use, transportation, entertainment, and other process contact with various media respectively.
It is important to note that daily media contact point essentially from food, clothing, housing, use, transportation, entertainment and other routine consumption behavior. According to the media industry is the default sorting, typically "eat, wear, use" into "life circle media," this type of media, including community classes, campus class, office buildings, malls such as Mall; the "rows", is classified as a "line of media", including train, airplane parts, auto parts, along with outdoor classes, taxi, bus types, such as map guide; the "entertainment" is classified as "free media", including entertainment, tourist attractions, shopping centres, commercial class, etc.
With the development of the media now more and more focus, a single media type of the Media Division is also more complex. Say a bus class "line of media", covered by the media in the form of a dozen: bus body advertising, in-car LCD TVs, platform lightbox, bus shelter ads, Windows hanging plate, car Chair posters, car chair back patch, ring, doors, window stickers, car interior wall sticker, wall and roof of the car stickers, banners, etc. If you follow the price package and publish media portfolio continue to subdivide it, these media media publishing portfolio can be up to hundreds of forms for different industries, different brand development stage of the customer in accordance with their own media delivery needs.
Domestic media market has come into focus as King "," extreme age, seems to be broken down some of the ellipses to a publication concept packaging, they become the focus of the so-called "media" caught a human eye, such as beauty chain LCD advertising and washroom advertising was born. Excessive for media segment, the focus to the end, and then packaged as trendy concept to attract venture capital, is the media industry and the recklessness of the root cause.
The media industry's impetuous, and for which the rise of the thousands of focus media, let the Manager for media put in time with the seals, they don't know how to do a combination of focus media, in the face of seemingly good focus media temptation, they all at sea.
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