Folding newspaper
Advantages:
1. Advantages of newspapers in editing
(1) Newspapers are large in layout and space, so advertisers can make full use of them.
(2) The special news nature of newspapers can increase the credibility of newspaper advertisements.
(3) The flexible arrangement of newspapers makes it easier to change advertising manuscripts.
2. Advantages of newspaper content
(1) The newspaper is newsworthy and credible.
(2) The authority of newspapers is high.
(3) Newspapers have preservation value.
3. Advantages of newspapers in printing
Newspapers can be illustrated with pictures and texts.
(2) Low printing cost.
4. Advantages of newspapers in distribution
(1) The newspaper has a wide distribution and coverage. In China, newspapers have always been the main form of media. It has a large circulation, wide dissemination and many readers, covering all social strata.
(2) The distribution target of the newspaper is clear and selective. The distribution area and audience of newspapers are clear, and the distribution density is high.
(3) The information of the newspaper spreads quickly and has strong timeliness. In China, there are ten-day newspapers, weekly newspapers, daily newspapers, evening newspapers and morning newspapers. The high frequency and timeliness of newspaper publication make the information transmission accurate and timely.
Disadvantages:
1. There are many contents edited by newspapers, which easily lead to readers' distraction from advertisements. In addition, due to the limitation of space, advertisements in the same space are often crowded, which will also affect readers' reading.
It is difficult to adjust the contents of the newspaper.
Newspapers are not distributed and sold according to people's occupation and education level, so the role of newspapers is different for people of different ages, genders, occupations and education levels.
3. Newspaper printing is rough and the color sense is poor.
In China, newspapers are mostly printed in black and white, and color printing has not been popularized. Limited by the printing level, the quality of words and pictures is rough and the color of pictures is monotonous.
4. Newspapers have short life and low utilization rate.
Due to the frequent publication of newspapers, the time limit of each newspaper is very short. Under normal circumstances, many readers read it once and then throw it aside.
Folding magazine
superiority
1. The magazine has clear objects and strong pertinence.
Magazines are generally published for a certain profession and a certain readership, and their contents are different from newspapers, television and radio.
This magazine is well edited, beautifully printed and illustrated.
Editors of magazine advertisements rarely divide regions irregularly and strive for uniformity. Editors are more detailed than newspapers.
3. The magazine has a long service life and a long shelf life.
Among the four major media, magazine advertisements have the longest life span.
4. Magazine readers are relatively fixed and easy to accept magazine publicity.
The magazine has a clear and stable readership. Generally speaking, its readers are highly educated and have a lasting interest in magazines.
disadvantaged
1. The magazine has a long cycle and poor flexibility.
The magazine's edition cycle is as short as seven or eight days, and as long as six months, it is easy to lose the best opportunity for many advertisements to spread;
2. The magazine is professional and has a narrow spread.
Except for a few magazines with more than one million stars, most magazines have a small circulation and have less influence than newspapers, radio and television.
The production of magazines is very complicated.
Magazine advertisements are mostly printed in color, and the cost of plate making and color enhancement is higher than that of newspapers. At the same time, it will be very effective to publish magazine advertisements on the front cover, back cover, second cover and third cover.
Folding broadcast
superiority
1. Broadcast information is fast and timely.
Among the four major media, broadcasting is the fastest and most timely one.
2. Broadcast information has a wide audience and wide coverage.
Since broadcasting is not limited by time and space, you can listen to it as long as you have a radio.
3. Broadcast information dissemination is convenient, flexible and colorful.
Broadcast information is convenient and flexible, and it can use the characteristics of language to attract listeners.
The production of radio is simple and cheap.
From writing to broadcasting, broadcasting advertisements are also easy to make and low in cost. Among all kinds of advertising media, radio advertising charges the lowest and is the most economical.
disadvantaged
1. It is difficult for broadcast media to adapt to products that need to express external image.
Because broadcasting is invisible after all, the audience can't see the appearance, color and internal structure of the product, and it is difficult to arouse people's visual impression of the product.
Broadcast information is fleeting and difficult to find.
Radio advertisements spread rapidly, but they are fleeting. Especially when the audience is unprepared for the advertising content, it is difficult to remember the advertising content.
Broadcasting is blind and selective.
In some communication and advertising works in western countries, newspapers, magazines and other printed media are called "selective media", and electronic media such as radio and television are called "invasive media". It's so called because as soon as readers get it, they will try to read the programs and contents they are interested in selectively.
Folding TV
superiority
1. TV is a collection of words, sounds, images and colors, which is very infectious.
Television is an audio-visual medium that comprehensively spreads words, sounds, images, colors and dynamics. It not only has the visual effect of newspapers and magazines, but also has the auditory function of broadcasting, and also has the intuitive image and dynamic sense that newspapers, magazines and broadcasting do not have.
2. TV media has wide coverage and high public contact rate.
In our country, with the development of modern science and technology, TV transmission network has been formed, the coverage of TV stations is extremely wide, and the ratings are also very high.
3. TV media information is entertaining and easily accepted by the audience.
Among the four major media, television is the most entertaining. Television has become an indispensable entertainment tool for families in China.
disadvantaged
1. TV media information is fleeting and difficult to find.
As a special kind of broadcast media, TV media has the limitations of being fleeting and hard to find. When the audience does not pay attention to the advertising program, this limitation of TV is very obvious.
2. TV media is expensive and the production cost is high.
The so-called high cost, first, refers to the high production cost and long cycle of TV advertising itself; Second, the cost of renting this medium is high.
Folding network
Network is a booming industry at home and abroad. As the fifth media after newspapers, magazines, radio and television, the Internet has brought information dissemination into a brand-new field with its fast and efficient advantages. At the same time, it has also created unprecedented business opportunities for enterprises. Major enterprises need to publicize their products to consumers, so that consumers can agree and buy them. Advertising plays an increasingly important role in building brand awareness and influencing consumers to make purchase decisions. The maturity and development of the Internet provides a powerful carrier for advertising and has worldwide influence. It transcends the limitations of region, boundary and time and space, and makes the brand communication of goods global. new media
The network has four characteristics: interactivity, persistence, diversity and density.
Interaction of netizens: for example, participating in activities online, awarding prizes, soliciting speeches, etc. Television and newspapers cannot be synchronized directly; Persistence: Compared with traditional media, the network expresses humanity more directly, so there will be social phenomena such as online dating and online marriage. Netizens have inertia to the Internet. Once they have identified a group of people, they will stick to the Internet for a long time, unlike any good content in traditional media, which may attract a group of people and have a certain viscosity on online advertising. Diversified forms: online advertisements can adopt banner advertisements and huge advertisements in size, animation, flash and games in technology, online listening, watching, demonstration and investigation in form, which can gather the essence of various traditional media, but traditional media cannot communicate with each other; Information-intensive: This is the function and significance that the public first recognized. From Yahoo in the United States to Sina in China, they have gained the largest group of netizens by providing timely and comprehensive information. Network marketing tends to mainstream media. E-commerce has developed all the way forward, attracting more and wider products, and will also provide more choices for more big manufacturers to invest in online advertising.
Fold DM and IDM
DM is the abbreviation of full-text direct mail or direct mail, which is generally translated as "direct mail" in China. It refers to a medium in which advertisements directly deliver advertising letters to the target public. In 1950s, DM developed into a variety of related comprehensive direct selling forms, including telemarketing, fax marketing, direct delivery of printed matter, public gift delivery, etc., namely "integrated marketing" (1 NTE grating direct selling) or "IDM" for short.
IDM combines all kinds of single direct selling media with complementary advantages and gives full play to its overall synergy. If DM is just a flat direct selling advertisement print, then IDM is a three-dimensional, multi-functional and more complete combined direct selling tactic. In some western countries, DM and IDM, together with radio, television and newspapers, are called the four major forms (or four major media) of advertising communication.
In the popular period of DM advertising, in addition to leaflets, folding pages, postcards, brochures, lists, sample catalogs, calendars and other printed materials, the most important thing is sales letters. Promotional letters are very particular. In order to shorten the distance between the author and the reader, some people attach eyebrow comments in red ink, or draw a big circle on the words "limited special supply" and underline the words "free, please seize the opportunity" to attract readers. At the same time of selling the letter, printed advertisements were also sent, which made the recipients unconsciously accept the advertising content of DM. new media
IDM advertising is the use of various media to spread advertising information.
There are several forms of IDM:
(1) mail letters. It is an advertising media sent directly to consumers or users through the post office.
(2) newspaper delivery. Is to put the printed matter in newspapers, which are delivered to readers by major newspapers through newspapers and retailers. This kind of distribution is mainly based on full or folio color overprint, which is suitable for various promotional activities.
③ Teleshopping and fax marketing. With the development of communication technology, telephone shopping and fax marketing came into being. Customers can order durable consumer goods and a certain number of daily necessities by telephone and fax, and sellers can deliver goods to their doors on time and in quantity according to customers' needs.
(4) Direct delivery. Exquisite printed advertisements can be seen outside in various public places, especially in airport waiting rooms, train waiting rooms, subway entrances and exits, hotel lobbies, shopping mall shelves and behind taxi seats.
5 credit card consumption. With the help of eye-catching advertising pictures and advertising copy on consumer cards, corporate image and commodity promotion are carried out. These consumption cards include: telephone magnetic card, game machine magnetic card, hotel discount card, subway special card, bank credit card, savings card, shopping discount card, club membership card and so on.
6. Public gifts. This is a small gift with information, such as calendar, paper fan, match, beverage container, napkin, etc. The advertising effect produced by these media has greatly exceeded the value of these advertising gifts themselves.