What is the definition of an advertiser?

1. What is the definition of advertising?

As a product of the development of commodity economy, advertising is based on the formation of private ownership and the emergence of commodity exchange. In Chinese, the word "Advertisement" literally means "advertise widely", while in the west, the word "advertisement" originated from Latin, interpreted as "inducement" and "attention", and later evolved into advertisements (advertising activities) and advertisements (advertising materials or materials) in spoken English. As a familiar thing, everyone can comment, but it is difficult to accurately grasp the essence of the definition of advertising, the fun and complexity in advertising. ?

Advertising refers to the relevant information released to the public by legal persons, citizens and other economic organizations through various media and forms to promote goods, services or ideas. The economic information and various service information released by the mass media, reporting the operators and providers of goods and services, and charging fees or remuneration, are regarded as advertisements. ?

2. What is the function of advertising?

The president of a big company once said, "Whether people like advertisements is not a question. Advertising is an indispensable part of our life and the real social, political and economic system. It doesn't matter whether they like it or not. " Although the wording is biased, it shows the importance of advertising in modern economic life. It can be analyzed from three levels: market, enterprise and consumer. ?

(1) From the market point of view, advertising is the main tool to spread market commodity information. The general definition of market refers to the general performance of mutual contact and interaction between buyers and sellers. So, how do buyers and sellers interact? The communication between them is realized through commodity circulation. Commodity circulation consists of three parts: commodity trading circulation, commodity circulation and commodity information circulation. Information flow is a pioneer in opening up the market. It can be said that without information, you will become speechless, unable to communicate and unable to communicate. So how does a lot of information fly to people? It depends on communication. There are many industries or channels with the function of spreading commodity information in the world today, and the most important one is the advertising information channel. ?

(2) From the enterprise level, advertising is a powerful weapon for enterprise competition. How do advertisers use the big bombing of advertising to open the door to the market?

First, use the huge advertising budget, more input and more output. "There is no market without advertising, and there is no famous brand without advertising" has become the common sense of an entrepreneur. ?

Second, use advertising planning and production to attract audiences and get as much output as possible with as little input as possible. ?

Some enterprises use advertising positioning to "clear the way to occupy the hatchback" and strive for a certain market share for themselves through targeted advertising strategies. For example, at the beginning of 7-up soda, how can we survive in the cracks in the face of Pepsi and Coca-Cola? 7-up carefully designed a short advertising word for its soft drinks: "7-up-non-cola", which divided the beverage market into two parts at once: all cola-type beverages in Pepsi-Cola, Coca-Cola and other markets, and the newly released 7-up, non-cola, which created a new market for itself in many cola beverage markets. As a result of this non-cola advertising campaign, the sales volume of 7-up soda increased by 10% in the first year, and then increased every year. ?

Using advertising to enhance the competitiveness of enterprises is not only seen in large-scale advertising planning, but also in subtle advertising copy design. For example, the advertisement for toothbrush is "penniless"; Typewriter advertising words: "no fight, no acquaintance"; Telephone advertising words: "refers to walking instead of walking"; The advertising words of electric fans: "To tell the truth, the reputation of XX brand electric fans is blown out"; Moss's advertising words: "Youth as a companion, starting from scratch"; Shoes advertising words: "A journey of a thousand miles begins with a single step"; Mosquito killer advertising words: "silent and mosquito-free"; Coffee advertising words: "delicious!" "Wait a minute. Easy to understand, easy to recite and easy to read, these advertising terms left a deep impression on people. ?

Third, the use of advertising strategies to establish corporate culture. Today's advertising war can be said to be a contest and competition between different corporate cultures in essence. Western advertisements reflect the characteristics of western culture. At the beginning, IBM computer faced many powerful players such as "Mac" and "Wang An Computer". The advertising slogan is confident, bold and aggressive: "Better and cheaper than IBM's products". Behind the declaration of war on oneself, it clearly shows the masculinity of surpassing oneself and others, forming the mainstream of IBM company culture. In today's China market, where foreign goods are famous, many advertisements for China products boast that they come from foreign partners, but Sichuan Changhong took the lead in playing the banner of national industry: "It is our duty to serve the country and prosper the nation", which is a distinctive corporate culture and an irresistible national cohesion. ?

(3) From the consumption level, advertising can guide consumption, stimulate consumption and even create demand. Churchill's words reflect the guiding, stimulating and creative role of advertising in consumer demand from one side: "Advertising enriches human consumption ability and creates the desire to pursue a better living standard. It sets a goal for us and our family to improve food, clothing, housing and transportation, and also promotes the individual's enterprising will and harder work. Advertising makes these extremely fruitful achievements come true at the same time. No activity can have such magical power. " ?

Advertising also stimulates consumption and creates consumer demand. So some people say: "selling cosmetics is essentially the hope of selling beauty;" Selling oranges is essentially selling vitality; Selling cars is essentially selling prestige; Selling clothes is essentially selling personality. " ?

(4) Advertising also plays a role in beautifying the environment and educating people. Advertising is also an art. Good advertising can give people beautiful enjoyment and beautify the city and environment. At the same time, the proper design of advertising content is conducive to establishing consumers' morality, outlook on life and excellent social fashion. ?

(2) Advertising positioning?

Advertising positioning is advocated by American advertising expert david ogilvy. He believes that the core of advertising activities is not how to plan advertisements, but where to put the advertised products. Advertising positioning refers to finding the competitive characteristics and unique personality of a commodity from a large number of commodities. Advertising can attack a little and establish a certain position of the commodity in the hearts of consumers. Advertising positioning includes:?

1. Establish advertising objectives. Advertising goal refers to a specific communication task to be completed for a specific audience in a specific period of time. Ford positioned its car as "quiet Ford", and the whole advertising campaign took "quiet" as the theme, which highlighted the characteristics of Ford's quiet, comfortable and undisturbed by noise. ?

Generally speaking, advertising objectives can be divided into three types: notification, persuasion and reminder. ?

Notice advertising is mainly used in the market entry stage of new products, aiming at establishing brands and launching new products. The advertisement of ×× shampoo entering the market is: "A brand-new shampoo will meet consumers in half a month", and then the number of days will decrease in turn, "There is still 10 day …" "There is still one week …" and "There is still one day …", and then an advertisement introducing the brand shampoo will be put on the scheduled day. ?

The purpose of persuasive advertising is to cultivate consumers' demand for a certain brand, so as to choose among similar goods. "Dakening" ointment suggests that its similar products can only treat the symptoms, not the root cause, thus persuading consumers to choose. ?

After the product sells well, it is very important to remind the advertisement. The purpose is to protect consumers' memory and continuous purchase of this product. For example, the advertisement for XX drinks is: "Did you drink today?" ?

2. Determine the advertising target. ?

3. Determine the advertising area. According to the differences of local, regional, national and international advertising areas, choose different advertising coverage methods, such as comprehensive coverage, gradual coverage or alternate coverage. ?

4. Determine the concept of advertising. The concept of advertising here refers to the characteristics of goods, information transmission methods, skills and specific steps emphasized by advertisements. ?

5. Determine the advertising media. Choosing a medium is not necessarily as expensive as possible, but depends on the characteristics of goods and media. The advertisement of an airplane company makes good use of the auditory effect of the broadcast media;

Man (in loud noise): "The roar of flying is really uncomfortable!" " " ?

(Noise disappears) Woman: "It's so quiet in this plane!" ?

-"Welcome to fly with XX Company." ?

(3) the choice of advertising media?

1. What kind of advertising media?

(1) Print advertising?

Print advertisements include newspaper advertisements, magazine advertisements, telephone book advertisements, picture book advertisements and train timetable advertisements. ?

(1) newspaper advertisements. The earliest newspaper in the world is China's Treasure of the Han Dynasty, which has a history of 1 800 years. During the Kaiyuan period of the Tang Dynasty in the 8th century A.D., the paper-printed Kaiyuan Miscellaneous Newspaper published by Chang 'an was more than 800 years earlier than the earliest paper-printed German Times in Europe. The advantages of newspaper advertising are: wide coverage, stable readers, flexible and fast delivery, remarkable news, readability, knowledge, guidance and recording, easy to save in black and white, and low production cost. The limitations of newspaper advertisements are that they are news, the advertisement layout cannot occupy a prominent position, the effective time of advertisements is short, the daily newspaper is only one day or even half a day, and most of them are out of date. The design and production of advertisements are relatively simple and rough, with few photos and pictures, and most of them are arranged in different fonts. Even if there are flowers around, it will be over, either a "long strip" (a flag) or a "dried bean curd" (a flag at half-mast and three flags at one side), which is boring and monotonous, and the advertising language is modeled. When it comes to quality, it means "national excellence, departmental excellence and provincial excellence". ?

② Magazine advertisements. Magazine advertisement refers to the advertisement published for the media by using the cover, back cover, inner page and insert of the magazine. The earliest magazine in the world is German Observation Weekly, which was founded in 1590. The advantages of magazine advertisements are: long effective reading time, convenient long-term preservation, strong professionalism, and unique and fixed readers, such as women's magazines, sports magazines, medical and health magazines, electronic magazines, automobile and motorcycle magazines, household appliances magazines, etc. , which is conducive to the targeted release of corresponding commodity advertisements. At the same time, magazine advertisements also have their limitations: the cycle is long, which is not conducive to rapid spread. Because the deadline is earlier than the newspaper, the timeliness and seasonality of magazine advertisements are not clear enough. ?

(2) Electronic media advertising?

Or radio advertising, electronic advertising. Including TV ads, movie ads, radio ads, electronic display big screen ads, as well as slide projector ads, amplifier ads and so on. ?

① TV advertisement

Television advertising refers to the use of television to spread and display advertisements for the media. Television advertising can be said to be the "big brother" of all advertising media, which originated late but developed rapidly. Take the United States as an example During the period of 1993, the total advertising revenue in China was13.4 billion US dollars, of which only TV advertisements accounted for 54%, others accounted for 23% of newspaper advertisements, 4% of radio advertisements and 18.9% of magazine advertisements. The total advertising revenue in Germany 1993 was180 billion US dollars, of which TV advertising accounted for 34.9%, others for newspaper advertising accounted for 26.4%, magazine advertising accounted for 3 1.4%, and radio advertising accounted for 7.2%. ?

The advantages of TV are obvious. High ratings, inserted in the middle of wonderful programs. Viewers are willing to accept advertisements in order to watch TV programs. Although it is mandatory, it is acceptable to the general audience. Television advertisements have both sound and shape, which have strong visual stimulation and give people strong sensory stimulation. Besides, watching TV is the main content of family nightlife in China. It is entertaining and entertaining, and its advertising effect is better than other advertising media. David ogilvy, a famous advertiser, proudly said, "If you give me 1 hour to advertise on TV, I can sell all the goods in the world." According to the market survey of CCTV advertising department, there are 280 million TV sets in China, and it is estimated that 200 million TV sets will be turned on at a time, each with 4 viewers. According to the sample survey, the audience rating of news broadcast is 50.6%, and then the audience will continue to watch the weather forecast. Therefore, from news broadcast to weather forecast, the number of advertisements within 1 minute is 200 million× 4× 50.6% ≈ 400 million, and the advertisement informs 400 million people within five seconds, resulting in the bid amount of the first advertisement reaching 66.66 million yuan. Its limitations are also obvious, mainly because the production cost of TV advertisements is high, and the cost of TV broadcasting is high, and it disappears instantly, which makes the cost of advertising through TV for enterprises very high, and small enterprises are unable to pay attention to it. ?

② Broadcast advertisement

Radio advertisements refer to advertisements spread by radio or cable broadcasting. Because of the synchronization of sending and receiving, the audience can easily hear the fastest and latest commodity information, and it is replayed frequently every day, with wide audience, high speed, large space and low advertising production cost. The limitation of radio advertisements is that there is only auditory stimulation of information, but no visual stimulation. It is estimated that more than 60% of people's information comes from eye vision, and the channels of radio advertisements are relatively unstable and need to be tuned frequently, which also hinders the spread of commodity information. ?

(3) Outdoor advertising

It mainly includes: street sign advertisements (or billboards), which are the main forms of outdoor advertisements. Besides being painted and posted on durable materials such as iron sheets, wooden boards and iron plates, they also include advertising columns, advertising kiosks and arched billboards on highways. ), neon advertising and light box advertising, traffic car advertising, poster advertising (or poster), flag advertising, balloon advertising, etc. ?

(4) mailing advertisements?

Mail advertisement is a commodity that advertisers sell to consumers or users by mail. It includes catalogues, brochures, handbooks, postcards, calendar advertisements, samples, circulars, purchase orders, order cards, regular or irregular business newsletters, etc. Mail advertising is one of the most flexible and unstable advertising media. ?

(5)POP advertising?

The acronym of English Point of Purchasing Advertising is translated into point-of-sale advertisements, that is, advertisements for point-of-sale and shopping places. The advertising industry all over the world regards POP as the sum of all advertisements made inside and outside shopping places (shopping malls, department stores, supermarkets, retail stores, specialty stores, etc.). ).？

The types of POP advertisements are divided into vertical, hanging, wall hanging and counter type according to the different external forms; Indoor POP advertisements and outdoor POP advertisements are divided into two types according to their inherent nature. Indoor POP advertisements refer to all kinds of advertisements in the store, such as counter advertisements, shelf display advertisements, model advertisements, column advertisements, hanging advertisements in the air, indoor electronic advertisements and light box advertisements. Outdoor POP advertisement refers to the POP advertisement in front of and around the sales place, including facade decoration, shop signs, window arrangement, commodity display, leaflet advertisement, life advertisement, poster advertisement, billboard, neon lamp, light box, electronic display advertisement, etc. ?

(6) Other advertisements?

Other advertisements refer to media advertisements other than the above five kinds of advertisements, such as gift advertisements, sponsorship advertisements, sports advertisements, wrapping paper advertisements, shopping bag advertisements, matchbox advertisements, handbag advertisements, etc. ?

2. How to choose advertising media?

(1) product factors?

If it is a mechanical product with complex technology, it is advisable to use sample advertisements, which can explain the product performance in detail or show it in kind to increase the real feelings of users; General consumer goods can use audio-visual advertising media. ?

(2) Consumer media habits?

Professional magazines should be chosen as the media for advertisements of engineers and technicians, and the best media for promoting toys and cosmetics is TV. ?

(3) Sales scope?

The scope of advertising should be consistent with the scope of commodity promotion. ?

(4) The popularity and influence of advertising media?

Including circulation, reputation, frequency, distribution area, etc. ?

(5) The economic affordability of advertisers. ?

(4) Creative advertising production?

Advertising creativity is the idea of advertising designers when brewing advertisements. According to the requirements of advertisers, after detailed market research and careful thinking and planning, advertising designers finally completed a comprehensive advertising plan for goods, services and corporate image. ?

As far as its content is concerned, advertising creativity can include two types: one is tactical advertising creativity, that is, keeping a close eye on the target in the established shopping mall, quickly leaving the brand of the product in the hearts of customers and gaining a favorable position; The second is strategic advertising creativity, which refers to finding out the possible market, determining the advertising target and object, and putting forward feasible promotion schemes. ?

The International Advertising Association has five requirements for creative and novel advertisements: (1) can reflect pleasant feelings, (2) can reflect the spirit of innovation and progress, (3) can solve a practical problem, (4) has a clear commitment and (5) has potential. ?

1. Ideas of creative advertising design?

The idea of advertising creative design should be true, simple, strange and beautiful, and put an end to the idea of "young monks chanting scriptures" Creative design is very hard. An advertising company in Taiwan Province Province represented German XX beer in Taiwan Province Province. How to maintain the advantages of the original brand and suit the specific situation of Taiwan Province Province? Advertisements have produced many beautiful advertisements as follows: "I just came from Europe, and my Mandarin is not very good", "I can't help it, shyness has been passed down in my family for hundreds of years", "I occasionally appear at state banquets", "In Europe, I can get both ends meet" and "Small? Think of Napoleon! " And 22 articles such as "This cup is our best spokesperson" and "I might as well ask my neighbors first". For another example, 1979, Coca-Cola Group asked Maiyi Advertising Company, which has been an agent for 24 years, to change the advertising theme again. The advertising company immediately recalled all the creative directors stationed in institutions around the world to new york. After repeated heated discussions, it was finally condensed into a theme, and the idea was "have a coke and smile". ?

2. Media application of advertising creativity?

Advertising creativity is not only a copy design, but also a media design used in advertising. How to use the characteristics of various media to serve advertisements is also creative. The creative design of ×× electric fan is to put the electric fan in the window of a big shopping mall by using POP advertising media, and the unique idea that it says "Continuous operation starts from ×××××" has aroused people's curiosity, and some people even check whether the electric fan is still rotating at midnight. Another example is the advertising idea of "Citizen" watches entering the Australian market, which also uses POP advertising media to skillfully promote product quality. It is predicted to consumers that the company will airdrop citizen watches in Canberra Square at some time, and whoever finds them will return them. By then, the plane will arrive as scheduled, and thousands of watches will fall from the sky ... What is the effect of wearing watches that fall from the sky, keep accurate time and don't cost money? You still need to shout at the top of your lungs: "Never wear out, is it a world famous watch?" Still worried about not being popular among the people?

The media selection of creative advertising can not be separated from modern technology, and it is also the application of POP advertising. Seiko watch's advertising creativity fully demonstrated the application of modern technology: a colorful cloud suddenly floated over a city in western Europe, and it stayed above the crowded central square. [[〖BF〗] The ever-changing colors slowly reflect the striking Chinese characters: "The global total sales value of Seiko watches". Modern science and technology have found that the stay time of artificial smoke screen in the air can be prolonged by reducing the diameter and proportion of particles in cloud smoke. According to this principle, the watch company created this novel and unique smoke advertisement. ?

3. The language art of advertising creativity?

As early as the end of 19, the advertising slogan "A cigarette after a meal is better than a living fairy" appeared in the earliest newspaper advertisements in China. Facts have proved that the original advertising slogan has now become the motto of drug addicts. They are all cigarette advertisements in newspapers and magazines. The advertising language of XX cigarettes abroad is ironic: "Smoking is harmful to health, and XX cigarettes are no exception!" One positive and one negative, one positive and one negative, the same result, the charm of advertising language art can be seen from this. ?

The language art of advertising creativity can be found in all kinds of commodity advertisements. The advertising slogan of the barber shop: "Although it is a fine skill, it is a top-level kung fu", and the advertising slogan of pig feed: "Feed treasure ××××, advise pigs not to brag!" The slogan of sour plum juice: "A little parting is sour, and a gathering is sweet"; The slogan of acne medicine: "As long as you are young, don't get acne!" " The slogan of the car: "There is a road in the end, there is a car in the road", and the slogan of the coffin shop: "Don't drive too fast, our business is too busy!" ?

Language art also includes brand names of products and translated names that enter foreign markets. Coca-Cola (Coca? When Cola) entered the China market, it was planned to use four homophonic Chinese characters to refer to this non-alcoholic western beverage. At first, it was translated as "tadpoles chew wax". Animals and candles were so tasteless and unclean that no one cared. Later, it was changed to "Coca Cola", which was delicious and happy. Since then, the sales volume has increased greatly. ?

(5) Advertising budget?

There are four different options for advertising budget. ?

1. Sales percentage method?

According to past experience, the advertising fee is determined according to a certain proportion of planned sales. The advantage is simple and easy to operate, but the disadvantage is that the actual operation is too rigid to adapt to market changes. ?

2. Target task method?

After defining the advertising goal, choose the advertising media, and then calculate the advertising expenses that should be spent to achieve this advertising goal. This method is difficult in practice, because it is difficult to accurately calculate the advertising target with numbers. ?

3. competitive confrontation law?

It is a way to decide your own advertising expenses according to the advertising situation of competitors. ?

4. throw with all your might?

Enterprises often use the method of advertising as much as they have cost when they can't measure the advertising objectives and advertising effects, which is risky. ?

(6) Evaluation of advertising effectiveness?

Advertising effectiveness evaluation refers to the use of scientific methods to identify the benefits of advertising. Advertising benefits include three aspects: first, the economic benefits of advertising refer to the extent to which advertising promotes the sale of goods or services and the extent to which economic indicators such as enterprise output value, profits and taxes increase; The second is the psychological benefit of advertising, which refers to consumers' psychological identity, purchase intention and purchase frequency; Third, the social benefits of advertising, that is, whether advertising conforms to social morality and whether education and marketing are integrated. ?

There are many ways to measure the effectiveness of advertisements, which can be classified according to different standards. ?

1. By advertisement release time?

(1) Pre-trial law?

It is the measurement and corresponding analysis of the advertising effect after the advertising production is completed and before the media release. Specifically, it can be carried out in the following ways: ① Simulated sales inspection. It is to "choose" a sales environment by artificial means to test the promotion effect of advertising. For example, "blind sales inspection" is to remove the trademark from the packaged product and stick it on the container. There is a description card on the back of each product with different advertisements on it. Finally, it depends on which product has a large sales volume, which shows that the advertisement on that card has a great promotion effect. ?

② Consumer trial. It is to put a group of similar products in front of consumers, who can be employees within the enterprise or interested citizens. Their products are all equipped with different advertisements, and then consumers' reaction to advertisements, purchase intentions and purchase results of corresponding products are tested. The advantages of this method are high speed, testing real consumers, low price, and making use of complete advertisements. The limitation is that customers do not actively choose to buy, but passively answer, the purchase behavior is unnatural, and it is difficult to accurately answer their views and ideas because of the different expressive abilities of consumers. ?

③ mail check. Mail inspection can be carried out through various printed forms, such as brochures, letters, brochures, postcards, etc. Print different advertisements on postcards, each postcard has some free gifts, and all postcards have the same gifts. Then send these postcards to a large number of representative consumers, and check the effect of the advertisement according to the proportion of people who have replied and accepted the gift. ?

④ Instrument inspection. Let consumers stand in front of various instruments and test their reaction to advertisements. The function of visual camera is to record the visual movement when reading advertisements. Measurements show that when a person reads, his eyes will not move steadily along the lines, and different people have different reading habits. The information obtained by visual camera can be used to determine the position of advertisement title, determine the appropriateness of advertisement length and other advertisement copy design problems. Another example is the Impregnator, which is also an advertising effect detector used abroad. This mechanical device exposes the advertisements to be inspected for 3-5 seconds in front of the inspected personnel, and then the inspectors can measure how many advertisements each inspected person can recall. ?

(2) Review method?

This is a method to measure the advertising effect, so as to analyze the advertising effect and adjust the advertising strategy after the advertisement is released. Specifically, it can be achieved in the following ways:

① After-sales inspection. This is the most direct and useful method to compare the new sales volume of enterprise products after the advertisement is released with the sales volume before the advertisement is released, so as to obtain the promotion effect of the advertisement. The advantage is that it is simple and immediate, which is directly related to the sales volume of enterprises. The disadvantage is that it is impossible to distinguish the effect of advertising promotion from that of other promotion methods (such as personnel promotion and public relations). ?

② Investigation and inspection. Investigate consumers, ask customers, make some advertisements, and provide some benefits to readers to encourage them to comment on advertisements. You can publish the same advertisement in different media (TV, newspaper, radio, etc.). ) and ask which effect is good; You can also publish in the newspaper at the same time, prepare two advertisements, publish one advertisement today and another advertisement tomorrow, and then ask which advertisement is better, and then decide whether to choose. ?

③ Memory test. Generally speaking, we don't give each other any reminders or hints, just check the popularity of advertisements in the sea of Wang Yang that the subjects remember. Its advantages are: it can provide information about the popularity of advertisements, and it can also detect whether consumers understand the advertising theme that advertisers want to express, and whether the advertising design intention is consistent with the audience's acceptance and recognition. Its disadvantage is that the cost is high, and the subjects have different memory interests and memory degrees. ?

The measurement method of advertising effect can be divided not only according to the time before and after the advertisement is released, but also according to the different specific tools operated. ?

2. Are the specific operating tools classified differently?

It can be divided into statistical method, experimental method, historical method, scoring method, mailing method, question and answer method, mechanical method, interview method, media combination method and many other specific operational means. We only study statistical methods.