2.3. 网络广告时机分析
2.3. Internet advertising opportunity analysis
首先要通过广告机会分析解决针对哪些消费者做广告以及在什么样的时机做广告等问题.为此就必须搜集并分析有关方面的情况 ,如消费者情况、竞争者情况、市场需求发展趋势、环境发展动态等,然后根据企业的营销目标和产品特点,找出广告的最佳切入时机,做好广告的群体定位,为开展有效的广告促销活动奠定基础.
First through advertising opportunity analysis to solve what consumers for advertising and what kind of time in advertising. Therefore we must collect and analysis the relevant aspects, such as consumers, competitors, the market demand, the environment development dynamic development trend, etc., and then according to the enterprise marketing objectives and product features, and find out the best advertising time, completes the ads into groups positioning, to develop effective advertising promotion lay the foundation.
Ⅲ.网络广告目标的确定
Ⅲ. Internet advertising goal setting
确定广告目标,就是根据促销的总体目的,依据现实需要,明确广告宣传要解决的具体问题,以指导广告促销活动的时行.广告促销的具体目标,可以使消费者了解企业的新产品、促进购买增进销售或提高产品与企业的知名度以便形成品牌偏好群等.发布网络广告的根本目的,就是要劝说受众接受网络广告的传播对象,或购买网络广告主的产品、劳务或提高网络广告主在受众心中的知名度.为此,每一网络广告均需要有独特的理由,即不同于同类产品、同类服务、同类企业的理由.网络广告的诉求越独特,越不同于他人,广告的说服效果就越好.这种独特性就是网络广告诉求的重点,也就是网络广告的主题.概括地说,网络广告目标确定的实质就是网络广告所宣传的产品、劳务、企业形象的市场定位.通过市场定位,在消费者心目中以树立网络广告主的产品、劳务或企业形象,树立其独特的、不同于他人的位置.
Advertising objectives is determined according to the overall purpose, according to promotion, clear realistic need advertising to solve specific problems, and to guide the teats of the promotion advertising. The specific target advertising, can make consumers understand enterprise purchase of new products, promote sales or to improve our products and promote enterprise's popularity order to form brand preference groups. The basic purpose of distribution network advertising is to persuade the audience accept spread of Internet advertising object, or buying network advertisers products, services or improve network advertisers in the audience heart visibility. Therefore, each network advertising requires both have unique reasons, namely different from similar products and similar services, similar enterprise reasons. Internet advertising appeal, the more different the unique in others, advertising persuaded the effect is better. This uniqueness is Internet advertising is the key, appeal to the theme of online advertising. Generally speaking, the network advertising objectives determined essence is Internet advertising claims of products, services, and corporate image of the market orientation. Through the market orientation in consumer memory, by setting up network advertisers products, services or enterprise image, establish its unique and different from others' position.
Ⅳ.网络广告内容的形成
Ⅳ. Network advertisement content formation
网络广告的具体内容应根据广告目标、媒体的信息可容量来加以确定.一般来说应包括以下三个方面：
Internet advertising specific content should be based on advertising objectives, media information can be capacity to be confirmed. In general should include the following three aspects:
1.产品信息 产品信息,主要包括产品名称、技术指标、销售地点、销售价格、销售方式以及国家规定必须说明的情况等.
1. The product information product information, including product name, technical indices, sales site, sales prices, sales mode and provisions of the state must explain the situation, etc.
2.企业信息 企业信息,主要包括企业名称、发展历史、企业声誉、生产经营能力以及联系方式等.
2. Enterprise information enterprise information, including the enterprise name, history, enterprise reputation, production and operation ability and contact method, etc.
3.服务信息 服务信息,主要包括产品保证、技术咨询、结款方式、零配件供应、保修网点分布以及其他服务信息. 企业在安排广告内容时应注意以下问题： （1）真实性,即传播的信息必须真实可信,不可有夸大不实之词,更不能用虚假广告欺骗消费者. （2）针对性,即传播的信息应该是目标消费者想了解的,做到有的放矢. （3）生动与新颖性,广告具有吸引力、感染力从根本上来说,取决于以上两个方面,但同时也与广告的生动性与新颖性密切相关,因此广告内容应简明易懂、易于记忆,广告形式应生动有趣、富有新意.
3. Service information service information, mainly including product assurance, technical consultation, "money mode, spare parts supply, warranty node distribution and other services and information. Enterprises in the AD content should be paid attention to when arrange the following problems: (1) the authenticity, namely spread information must be true, do not contain exaggerated rhetoric; the more cannot use false advertising cheats consumers. (2) targeted, namely the information should be spread target consumers want to know, do are offered. (3) with vivid novelty, advertising is attractive, infectiously fundamentally depends on the above two aspects, but also with advertising is closely related with the vitality of novelty, therefore advertising content should be conceptually simple and easy memory, advertising forms should be lively and interesting, rich new idea.
Ⅴ.网络广告类型的确定
Ⅴ. Advertising network type determination
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