Media put the key point of contact should be closely linked to the brand.docVIP

 PAGE \* MERGEFORMAT 6 Media put the key point of contact should be closely linked to the brand Pattern is an irreversible trend of media pluralism. From newspapers, radio, television, magazines, DM, to the Internet, online advertising, community forums, search engines, blog, instant messaging tools, online games, rich media and narrow divisions, from the outdoor advertising, body advertising, building TV network, Ultra-mobile TV network operators until the emergence of new media, the media wasted no time in changing the pattern. It changes to our portfolio of advertisers and agency media strategy for the choice of running brought new confusion. Period of time the brand communication budget is always limited, but the brand communication goals but is a formidable one, how to make your every penny can get the best return on investment rate of return? Nanbu Cheng will be a penny divided into N equal parts, each equal parts are the same in each medium Keys neutral point of attack do? The heads of Guangdong Huang Qijun Vantage has a ‘Yi Bayan’ theory, he considered the case of limited resources, if the average scatter Yi Bayan soup in the bowls will lead to the taste of each bowl of soup is inadequate, might as well be Yi Bayan concentrated in a soup inside, so at least still have a bowl of soup to drink enough to taste good. Huang Qijun with ‘Yi Bayan’ tells us a very real reason, resource constraints limited conditions, should pay attention to the limited resources can be devoted to the most valuable one or a few key links. The pattern of multi-media and we put the media under the combination of choice, it is to look for such a spread or a few key points of contact, and then based on these contacts to find a suitable communication strategy. Find the key point of contact brand communication tends to be used a questionnaire survey method, in-depth interviews and situational-type follow-up survey method in three ways in conjunction. In the branding process thro