How to launch a certain success of TV advertising? this is all TV advertisers are dreaming about. However, this may seem a bit of wishful thinking, but what is happening.
A fine China southern city in the evening, several common female consumers, invited to participate in a school classroom, a consumer activity. In the staff's guidance, they first joined a free gift of games. Next, was taken to another room, staff to play for 20 minutes and usually there is no difference between TV shows. At the moment, they have been brought out in the second game activities. Finally, they are in another classroom, took about 20 minutes of questionnaire access ... ...
----This is a company specializing in market research and consulting company for Procter of OAT test site.
1, OAT is what?
OAT, English "advertising script test" Word abbreviations. This is an international enterprise and market research company long-term research accumulation of TV advertising effectiveness measurement. OAT technology specifically designed to advance test which advertising script more in line with consumer preferences, which ads more can produce strong market presence and sales market, therefore, also be advertisers prior to decide which advertising script into an experimental method.
TV advertising of powerful coverage and good results, has become the dominant brand or business to high intensity of market competition and brand wars one of the important battle. However, the same heavily bombed, methods, styles vary, effects, the results are all different. Only from CCTV advertising in recent years, the evolution of the tender which infinite feeling:
In recent years, the amount of advertising won CCTV, foreign-funded enterprises, well-known brand enterprise growth, such as: the Procter and Gamble, Unilever, Colgate, NEC, KFC, and so on, but the old unlimited scenery of white wine, household electrical appliance enterprises now but no trace;
New addition was marked enterprises, large State-owned enterprises, new resource industry performance, while the traditional enterprise but not in power.
Particularly noteworthy are: Procter in 2004 of advertising investment is "explosive growth", with its powerful scale offensives to suppress other competitive brands, preemption domestic commodity market, as the entire media industry's point. In the past, China advertising in top ten rankings are mostly for domestic brands, while 2004 Procter exclusive, four members: Magnolia oil 1-bit, floating flexible 3rd, 4th, anti haifeisi 8 bits. Of these, Yulan oil as an brand-new positioning after mature brand, in 2004 the amount of advertising than doubled 2003, through intensive advertising campaign, Yulan oil in the eyes of consumers China's brand image and promote the Procter and Gamble's other brands, further consolidating its in the domestic leading position in the industry. 2005 CCTV gold card cost advertisement bidding at the meeting, the Procter and Gamble more to 3.85 billion RMB to become the new standard.
2 p Athena
Has always been known as a reason why dare so p "crazy" and has always committed? courageously domestic enterprises are more obviously subdued? we, as rational marketing ' p ' or once the participants here may wish to p rational, low-risk advertising operations, to do about professional interpretation:
Procter and Gamble's "crazy", derived from the Chinese market for almost 20 years of professional market research, derived from the Chinese consumer systems, real identification and discovery, derived from its mature advertising script (OAT) test instruments to act as the guarantor of the advertising strategy!
A plan to invest enormous television advertising, whether it be consumers accept or can be an immense brand appeal and attractiveness? whether good product recommender effect? p: in a television advertisement before OAT technology, several of the preset advertising scripts directly to the consumers of experimental test (see this article surveys the scene described before) and analysis. Then, the experiment proved that good advertising script to be broadcast on TV. In this way, Procter will no worry in CCTV and China continued to advertising in order to maintain market share and influence in the Chinese market.
P not like Nike, celebrities and brand links together but not mentioned in the advertisement. Procter and Gamble will allow products and people closely linked together, for example: picky mother is pick peanut butter; SCOPE mouthwash in advertising, there are a couple of mouth smile close to each other, the title is: "If you're with a syrup taste, this picture is not going to happen. "Streamlining of deep, dull in romantic----this is p advertising features.
While domestic enterprises of video advertising, although always rife with television screen, follow the golden sections and programs, and make itself constantly changed the way to attract the audience's attention and interest, have spared please international film star do advocate, please come to the famous film director surgeon, playing suspense and plot, some playing with elegant and romantic, with lively music and atmosphere at the begining, and some extremely provocative to ... .... However, the effect? how many ads can like p advertising so delightful that makes people laugh, bearing in mind!
3, puzzle-style hype
Intel's former CEO, GE Maruf says: "the whole world will launch competition for eyeballs battle, who can attract more attention, who can become the master of the 21st century."
However, in our market researchers, ads just caught people's eyeballs or not enough.
Data statistics predict that the 2008 National TV advertising will reach at least $ 50 billion. China advertising industry already has a certain scale, but in the increasingly fierce market competition, advertising, the quality is not afraid to flattered, many short and coarse system abuse
Creation of advertising full TV market.-Real estate ads and some automobile advertising is a type of short-term effect of advertising, but also cases single version of the nature of the product promotional advertising. This subjective prejudgment creative fun type of performance art advertising, except for brief periods of sensational, praised, not reflect and extend corporate, brand and advertising ideas. Property prices rising, automobile demand growth stimulating jingpenshi more advertising. Return to the original consumer experience, produce true but without losing the profound shock da, will be the next-generation brand Enterprise integrated marketing strategy choice.
----A huge temptation to pharmaceutical advertisers lose real. China's big pharmaceutical companies are usually in TV commercials advertising the "Star" and "the effect of publicity" of the presentation, the secondary frequency is high, covering an area of great play means. But for many small and medium-sized pharmaceutical enterprises in China, in the absence of substantial advertising expenditure, limited funds forcing each ads are reckoning, and strive to achieve new, attempting a surprise effect.
-Health care products companies seem to come out of the boom in two or three years, and later died of a sudden illness or nothing came of fate. It is like a body with serious problems of the patient, after 20 years, we still do not see that there are signs of illness. Three companies 94-96 years against the omnipresent advertising and the human sea tactics created the myth of Chinese sales of health food, but a little "changde event" the three strains of market overnight crash, become China's health care industry's first major cases of sudden death. Since 2001, we seem to be found from brain Platinum saw the three strains of shadows, a strong advertising campaign impact every television screen, so that consumers could be overwhelmed. But one has to let the public testimony of advertising blowing, it foretells a brain Platinum no strong selling points.
----Hollow tasteless tobacco advertisement in the struggle in the crevice: "red Eagles" brand advertising, people see is eagle eye sharp, wings soar, scene Boda, magnificent, but advertising blurbs, "big red Eagle-a new era of spirit", but was very rare to absorb the "red Eagles" and see people everywhere is at "white" and "red", and the local regional brand name; the family name "majestic Red Tower", it is increasingly rare in the real world; Hangzhou Liqun: "Liqun, forever Liqun", without having to find words of comfort.
----When people see the TV in fruit trees, as well as tree before holding the fruit (mango) laugh, even in front of the television quiz: "you said this is a fruit, or sell fruit juice?" this advertisement is not in the public mind implant "Golden mango" brand image, I do not know what enterprise in advertising, but failed to reach the company's expectations — let the Henan Province around the outside of the public can intuitively, Lenovo to formerly smoke "Golden mango".
4. rational power
Advertising is not a gallery, nor is the manufacture of foam and the program. The divine power of advertising is to: promote a product, brand-building and boot purchase, its goal is to attract more buyers and increase repeat purchases or increase the customer satisfaction of psychology.
Production of advertising can not achieve the intended objectives?
Advertising script, which is good for consumers, which is not a consumer good?
Which advertising content needs to be modified, what modifications should be done?
Specific script on the market, how the market is expected to be able to get the kind of market returns?
Which advertising is worth to invest heavily in the enterprise cost?
To answer these questions, then please come to judge the target consumer, from the consumer point of view in advance, measure advertising itself could have the effect of this is advertising script (OAT) test.
For example, an enterprise of a new product is intended to be used in the national market, the new production of advertising script will also be in the national provincial and municipal television release. However, internal to the advertising script holding two distinct views: some believe that ads are put in to make new products quickly to open market, while others considered that the broadcast of the advertisement is likely to be invalid, even if it is a waste. Company decision-makers while the film has a lot of dissatisfaction. But if you want to make it in time and expenses are not possible. What enterprise decision makers determine: modified through the film, so that it can successfully put in use. However, really need to modify the? want to modify? decision makers not grasp. But enterprises cannot always rely on luck, luck, advertising spending is not white, or white drakes!
At this point, the professional market research consulting firm to recommend enterprise planning departments: advertising script tests (i.e. OAT test), from an objective evaluation of target consumers, access to the advertising of deficiencies and to assess their business prospects to determine the need for modification of parts and broadcast.
Associated with the enterprise sector and policy makers of repeated communication, market research and consulting companies proposed the following research objectives:
Measuring the effectiveness of the advertising script; target consumers on the advertising of memory; the advertisement target consumers of attractiveness; message; the credibility of advertising; advertising to buy power; the advertising effect of artistic expression; learn about the advertising and distance competitor ads; understanding target consumers on the advertising of understanding and evaluation of improving for advertising.
Not is to organize the target consumer to watch ads! some enterprise nature do not want to spend this money "odds". Thus, they may be self organized several film illuminator Forum, so that the respondents having read several times after the test films, hope to find issues and conclusions. Such a study on film to modify certain significance, but because the respondents always look at the the ads, and usually watch TV advertising scenarios when contact
Completely different, the resulting information will not be accurate, but because the sample size is too small, in many of the indicators on the conclusion is not representative. Therefore, General enterprises organizations quantify of not only difficult, but not the precise results.So, for such projects, the professional market research consulting firm is how research design?
5. prior Zhuge's "miaosuan"
Analystrc Department as an enterprise of OAT case, gives the following research design:
Design objective: the tests as possible simulation of consumers at home watching TV ads, collect relevant data, while the main competitors of added advertising to compare, through the relevant measurements, identify the advertising and competition in advertising, as well as the respective distances on brand development.
Test method: TPM value and brand index test; test, understand the objectives reflected the consumers on the advertising of evaluation; memory test, understand target consumers on the advertising of memory; Consumer Forum, an in-depth understanding of target consumers on the advertising of understanding and evaluation, as well as advertising to brand their choice.
In order to obtain reliable data, Eli's company to the respondents watch bands and usual television TV shows where insertion test ads and other ads, to eliminate a single look at test advertisement consumers or too his role of "researchers" in the resulting data.
Test products: product photo album, tape, etc.
Data collection methods: Eli Corp. to take home an appointment and street stop two methods for getting a test sample, and then make the fixed location test interviews.
The advantages of this design is cleverly combines quantitative and qualitative research, and light process close to consumers, usually in the program. Quantitative and qualitative research methods have their unique role and content, therefore, Eli's recommendation: OAT test general qualitative test should be used and the combination of quantitative test methods.
Eli's qualitative test for a brand, advertising effectiveness of our customer data and behavior is associated with, this information can help customers determine whether advertising targets have been reached and how to improve;
Quantitative test also measured advertising impact brand choice and consumers on the advertising concept, creative understanding.
Through research, analysis revealed that the Eli's advertising in novelty, memories of good performance, but compared with competitors ' ads, advise buying power and TPM value obvious low; further analysis of the results of the study found that the key is the product of a strong selling point is not enough, seems to be compared with the like product more attractive and nothing.
According to analysis, Eli Sen on advertising the sale point and the concept of extraction, and give more simple loud advertisement slogans of policy recommendations for improvement.
New and improved advertising script, and then uses the laboratory test method, directly in the selected test market and comparison market last verified. In the integrated survey size, population, distribution, competition and the advertising media, and other differences, the simulation of the market value of the TPM findings and analysis of quantitative and qualitative test to confirm that it should be the preferred-market advertising scripts and programs, as well as its expected advertising effect.
Customer reference OAT test results and recommendations, and steadily implement the advertising plan. Finally, the advertising was a great success.
Today, more and more enterprises have begun to follow the scientific method, more and more advertisers start to become successful advertising Zhuge beforehand.
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