Others include: leaflets, billboards, building advertisements, vehicle advertisements, clothes advertisements, body advertisements, balloon implantation advertisements, sports field advertisements, packaging bag advertisements, and Weibo, WeChat and TV advertisements for finding relatives.
Advertising media is the material means and tool of advertising. Including newspapers, magazines, television, radio, neon lights, window, street signs, calendars, etc. With the development of economy and technology, advertising media are constantly innovating and replacing.
In the past quite a period of time, newspapers occupied the first place in advertising media, and then the TV industry developed rapidly. In some modern western industrial countries, TV advertising has occupied the first place in all kinds of advertising media.
The use of communication satellites has further promoted the development of advertising. Television advertisements can rent communication satellites and spread the images of advertisements to all parts of the world. When choosing advertising media, we should choose one, two or more advertising media according to the advantages and disadvantages of various advertisements and the actual situation of goods, so that advertisements can receive rapid results and be consolidated for a long time.
1, classified by form
According to the form of expression, it can be divided into: print media, electronic media and so on. Print media include posters, newspapers, magazines, books, etc. Electronic media include television, movies, radio, electronic billboards, telephone, Internet and so on.
Print media is portable and easy to store, and readers have the initiative, which can better adapt to the trend of diversification. However, its timeliness is not strong, and it cannot be reported in real time like electronic media, but it takes a production cycle. With the development of science and technology, the proportion of outdoor electronic media is getting higher and higher, and Boyi vehicle media belongs to electronic media.
2. Classification by function
According to the function, it can be divided into visual media, auditory media and audio-visual media. Visual media include newspapers, magazines, posters, leaflets, posters, calendars, outdoor advertisements, window decorations, objects and vehicles. Audible media include radio broadcast, cable broadcast, publicity vehicle, recording and telephone.
Audio-visual media mainly include TV, movies, dramas, sketches and other forms of expression, such as Boyi automobile advertisements. Through audio-visual combination, the audience can better interact with advertisements.
3, according to the scope of influence classification
According to the influence scope of advertising media, it can be divided into international advertising media, national advertising media and local advertising media. Global media, such as satellite circuit communication, global publications, etc. State media, such as national television and national newspapers. Local media such as local TV stations, newspapers, local outdoor billboards, buildings, traffic advertisements, etc.
Brands can choose the scope of influence according to their own needs. If it is a local event promotion, just put it in the local media.
4. Classification by acceptance type
According to different audiences, advertising media can be divided into mass media and professional media. Mass media include newspapers, magazines, radio, television and architectural advertisements, while professional media include professional newspapers, magazines and professional manuals. Brand owners need to choose appropriate media according to the product characteristics of advertisements.
5, according to the length of time classification
According to the length of information spread by the media, it can be divided into instant media, short-term media and long-term media. Instant media, such as radio, TV, slides, movies, etc. Short-term media such as posters, windows, billboards, newspapers, etc. Long-term media such as product manuals, product packaging, labels, trademarks, calendars, etc. The choice of these media is mainly based on the duration of advertising activities and the total brand budget.
6, according to the statistical degree of classification
According to the statistical degree of the number of advertisements and the standard of advertising fees, it can be divided into metering media and non-metering media. Measurement media such as newspapers, magazines, radio, television, etc. Non-metric media, such as street signs and windows.
7. according to the content of the exchange.
According to its communication content, it can be divided into comprehensive media and single media. Comprehensive media refers to the media that can spread a variety of advertising information at the same time, such as newspapers, magazines, radio and television. Single media refers to the media that can only spread one or one aspect of advertising information, such as packaging, window, neon lights and so on.
8. According to the relationship with advertisers.
According to the relationship with advertisers, it can be divided into indirect media and special media (or rental media and self-use media)
Indirect media (or rental media) refers to the media used indirectly by advertisers through leasing and purchasing, such as newspapers, magazines, radio, television and public facilities. Special media (or self-use media) refers to the media owned by advertisers that can be directly used by advertisers, such as product packaging, leaflets, windows, neon lights, trade fairs, publicity vehicles, etc.
There are various types of advertising media. The final choice of advertising media needs to be determined by combining the brand owner's own products and publicity needs, such as publicity scope and publicity duration, and comprehensively considering the media that is more suitable for him. Boyi car advertising, through the perfect combination with online car and taxi, realizes the effect of advertising flowing throughout the city, and the duration and display form can be freely selected and customized by the brand owner.
Advertising media, also known as advertising media, is the material and technical means of advertising information dissemination.
In our daily life, we hear all kinds of advertisements on the radio, see all kinds of advertisements on TV and read all kinds of advertisements from the Internet, newspapers and magazines. These media, such as radio and television, play the role of advertising media, and they convey certain advertising information to the public. Our classification of advertising media mainly includes the following categories:
According to the form of expression
Advertising media can be divided into print media and electronic media.
1. A printing medium that advertises by printing some advertisements on paper. Newspapers, magazines, brochures, etc. This is the kind of advertising media that we usually see.
2. Electronic media is the media that publishes advertisements through certain electronic means and advanced electronic information technology. Common TV, radio and internet all belong to this category. At present, this kind of media is developing rapidly, especially the Internet will soon become the dominant advertising media.
According to the expression of advertising appeal
Hard advertisement: Also known as hard advertisement, it usually appears in newspapers, magazines, TV broadcasts, outdoor advertisements and other media in the form of directly expressing product appeal information.
Soft advertisements: advertisements in print media (such as newspapers, magazines and DM) with large stories or in the form of consumer experience display are all soft advertisements, TV media and broadcast media. They are all soft advertisements in the form of interviews or product scenes. Now collectively referred to as soft advertising.
Divided by function
Advertising media can be divided into visual media, auditory media and audio-visual media.
1. Visual media include posters, leaflets, calendars, newspapers and magazines. It mainly spreads information by stimulating human visual organs.
2. Audible media include radio broadcasting, cable broadcasting, recording and telephone. It mainly achieves the purpose of information dissemination by stimulating human auditory organs.
3. Audio-visual media mainly include movies, television and smart cities. They mainly promote the visual and auditory organs to achieve the purpose of publicity.
Media selection method
The selection of advertising media generally adopts the following methods:
① information arrival degree screening method
Take the basic readership, arrival rate and total comments as comparison parameters to compare vertically or horizontally, and select the media with high consistency with the target object.
(2) Advertising appeal positioning method.
According to the judgment standard of advertising appeal positioning, choose the media suitable for appeal positioning, such as rational appeal choosing print media and emotional appeal choosing electronic media.
③ Comparison of media contact opportunities
Compare the contact opportunities of various media in the advertising target market. Generally, the contact rate is taken as the comparison parameter, and the media with higher contact rate is selected by comparing vertically among the same type of media and horizontally among different types of media.
④ Cost-benefit comparison method for thousands of people
The cost per thousand people means the advertising cost per 1000 people. The more advertising contacts, the lower the cost per thousand people. The cost per thousand people is an important criterion for media selection. Generally, media with good consistency with communication goals and low cost per thousand people are selected.
First of all, newspapers
Features:
1. The layout is large and wide, which can be fully selected and utilized.
2. Newspapers are newsworthy and credible.
3. Newspapers can be illustrated with pictures and texts, and the printing cost is low.
4. Wide distribution and coverage.
Second, magazines.
Features:
1. Its preservation is much better than that of newspapers, so it has a long effective time and no reading time limit.
2. Readers are centralized and selective.
3. The layout is more creative and diverse, and the visual effect is good.
Third, broadcasting.
Features:
1 has a wide coverage and many people are affected.
3 simple production and rapid spread.
Economical and practical, nice to listen to.
Fourth, television.
Features:
1. The audio-visual combination is vivid.
2. Strong permeability and remarkable effect.
3. Charming and infectious.
High attention rate and wide influence
Verb (abbreviation for verb) Internet.
Features:
1. has a wide range and is not limited by time and space.
2. Strong interchangeability, flexible interaction and strong selectivity.
3. Rich in content, easy to modify, vivid and emotional.
4. Low transportation cost
Six, outdoor advertising
Features:
1. The picture is large and spreads more widely.
2. The memory is deeper and the advertising effect is more lasting.
3. Strong farsightedness is influenced by many factors.
Seven, packaging advertising
Features:
1. Bright colors and vivid images enhance the quality of goods.
2. Good packaging advertisements can arouse customers' desire to buy.
3. Going deep into the family causes a chain reaction
Eight, exhibition advertising
Features:
1. Accumulate a large number of potential customers
2. Show the company's competitive advantage
3. Competition analysis, product and service market survey
Nine, gift advertising
Features:
1. It is very practical and can be kept for a long time.
2. Accurate delivery, you can choose your own advertising time and area.
3. Free content and informal form