New media and low-profit era the four major trends in brand communication innovations.doc

 PAGE \* MERGEFORMAT 10 New media and low-profit era the four major trends in brand communication innovations In the advertising industry and the business community saying the famous words of GM, called ‘I know half my advertising is a waste of the inputs, but I do not know which half’. With online advertising, building TV, terminal media, e-magazines, the emergence of new media, traditional television, newspaper, outdoor, radio advertising and gradually the audience is divided, conventional television advertising, often faced with low attention, low loyalty, low - understanding, high alertness, and thus are forced to increase ad frequency, ad films to enhance the creative force; and CCTV’s advertising during the tender, high-cost, low-frequency times, short cycle, low efficiency, has been successful in a sensational effect, now a go did not not return. So, this small-era, the enterprise’s brand communications to innovation? 1, from buying advertising time to buy ratings to the selling and buying, buy Topics Traditional TV advertising, are based on ‘the audience flow’ theory, analysis of the product target audience Who are you? The target audience’s way of living how? Patterns in their lives what their life will have points of contact? In these life point of contact, there are what an effective means of communication, communication channels and communication content? And then to buy advertising time, 15 seconds, 30 seconds, standard edition, program sponsorship is a TV ad nothing more than the product category, in fact, companies spend enormous advertising costs, that is, to buy television stations or television columns ratings. But for businesses, consumers could see their own ads, whether watching the degree of concern and effective memory, and so is the impact on advertising effectiveness in several key areas. Global trends show the attention of television audiences are declining, the data show that watching television programs, only 14% of the audience