Professional Products Advertising Communication and then return.doc

 PAGE \* MERGEFORMAT 5 Professional Products Advertising Communication and then ‘return’ Sany Heavy Industry, Xugong, Asia, aluminum and so on CCTV running ads, professional journals not do such and such a coating actually start with television commercials advertising, and certain electronic components, automotive products also started to play 30-second ads ... ... So you know, the professional media toward the era of mass communication to the TV. But, you know, has become history. The new history has begun. At present, professional product advertising communication ‘and then return to the’ make no personality and no advantage of the media audience the media more and more bad days too. To Xugong example. Since the early 90s, ‘XCMG XCMG to help you successfully’ ad word reverberates long north-south river. XCMG rich and powerful for some time in almost all of the provincial city of Taiwan and even TV ads. However, in recent years, Xugong ad appears to ‘professional’ up, comparing two sets of preference for Phoenix, and CCTV. Why is that? From professional journals to the mass media, television media, to the audience, the audience has the characteristics of the mass television media, this is a professional media brand of choice ‘return’ path. As a professional mechanical engineering products, lubricants, building materials industries such as advertising once previously concentrated in the professional media, mostly print media journals. This is the product features and audience acceptance closely related. But since the late 90s, most of the professional product brand advertising, have moved to the mass media, the root causes of the two major aspects: First, consumers of professional products and purchase decision-makers not only professionals, a brand must be available in the community considerable influence to the customers, shareholders, users and partners to win the trust, which depends on the brand’s high popularity and reputation. The second is the spr