The brands of TV media include program brands, customer-oriented service brands and channel brands. Including positioning, construction, promotion and maintenance. News channels have long recognized the importance of brand building.
Unified image recognition. At the beginning of the broadcast, the channel specially invited people to design a series of identification and promotion signs such as logo call sign, advertising language, channel general promotional film, unified film ending, unified preview layout and standard subtitle version. And strictly regulate the use of yellow and black color recognition and the channel slogan of "fastest channel". Now this image and slogan have been deeply rooted in Fujian.
Do high-quality goods and strengthen the advantage column. Over the years, the channel has unswervingly focused on key columns and dared to invest in column construction. The "scene" has expanded year by year in recent years, and its influence is growing. This channel has developed more and more program sources on Global Report and F4 Search. At present, live broadcast, global report and F4 search rank in the forefront of all available programs in Fuzhou, with high social visibility and reputation.
The promotion continued to be strong. After determining the unique positioning, packaging and brand columns of the channel, the next step is promotion. In this regard, the news channel also spares no effort. The trump card column "Live" was expanded again in 2004. The news channel launched a promotion plan called "May Storm" in Fuzhou: 65,438+000 banners entered the community, and large-scale advertisements were posted in Wuyi Square, Guanya Square and Wanjia Department Store in the gold business district. The "Happy Caravan" roadshow was held for seven consecutive days during the Golden Week, and the three-dimensional promotion was carried out through the combination of plane, television and radio. The amount of advertising replacement is about 3 million yuan. The novel promotion, civilian positioning and image make the information of the scene revision quickly understood and remembered by the audience, which has become a hot topic in the streets and lanes during May Day.
Activities create value. Channels use activities to promote programs, use activities to get close to the people, and turn activities into the norm. In 2004 alone, the channel successively launched a series of activities, such as audience meeting for the fifth anniversary of its launch, Jinjiang promotion meeting, cheering for Fujian Tiejun, live happy National Day relay, F4 unique competition and so on. Take F4 stunt competition as an example. Since June 5438+ 10, the news channel has held a two-month F4 Bamin stunt competition in five districts and cities, namely Quanzhou, Longyan, Ningde, Zhangzhou and Sanming, which not only excavated the folk skills and stunts with rich national traditional cultural characteristics in Fujian, but also expanded the popularity of the news channel in Fujian Province and narrowed the distance between the news channel and the audience. It has achieved excellent social repercussions.
Brand promotion to the whole country. On the occasion of the fifth anniversary of the establishment of the channel, the National Radio and Television News published a channel image advertisement and a series of articles on the front page to discuss the phenomenon of news channels. As the only representative of Fujian, the news channels and powerful TV media in six provinces in East China have formed the linkage of people's livelihood news in six provinces in East China, forming the pattern of home run in East China, and the strong alliance of people's livelihood news has attracted the attention of the whole country for a time.
The brand department specially set up in 2004 was the brand building year of news channels, and the brand department was specially set up for the channels, with a budget of 654.38+00000. The brand department belongs to the dual management of the advertising department and the editor-in-chief office, aiming at effective communication. Every time a channel puts forward an idea for a program or activity, the brand department intervenes in planning, puts forward brand promotion suggestions, and also lets the advertising department intervene in designing advertising varieties, even various holidays, everyone's birthday and so on. , all have the work of the brand department. This year is the year of brand maintenance and promotion of channels, and this activity is one of the projects.