Corporate advertising is not to directly promote products, but to improve the visibility of enterprises and establish corporate image as the main goal of advertising.The image of an enterprise is not only related to the sales of products, but also to the development and survival of the enterprise.Corporate advertising is undoubtedly one of the effective ways to establish a good image in the minds of consumers and gain the trust of consumers.In order to let consumers think of the name of the enterprise before buying products, enterprises often use the form of enterprise advertising.
Successful corporate advertising enables consumers to choose the manufacturer of such goods rather than the goods they buy.In order to strengthen mutual trust between enterprises, consumers and salesmen, enterprises often communicate their feelings through enterprise advertisements to express their wishes, positions, ideas and greetings, so as to promote public understanding of themselves.Enterprise advertising is not to create the image of products, but to establish the image of enterprises.
Its purpose is to induce consumers to have a good impression of the enterprise's goals, policies, products, technology, equipment, personnel quality, management, service attitude and the enterprise itself.Enterprise advertising is conducive to the development of enterprises.The key to enterprise advertising is to clarify the positioning of enterprises and reflect their positioning.To do enterprise advertising, we must persevere.[1]
Corporate advertising is in the name of the advertiser (enterprise), who pays a certain feepublicThe public of the communication media transmits information about goods (labor services) and the benefits that buyers can obtain in order to achieve the purpose of promoting the sales of goods (labor services) of enterprises.It can be referred to as "advertising is a paid and purposeful information dissemination activity".
Corporate advertising is the purposeful transmission of information. The expression of advertising must be based on market research, accurately identify target consumers, and truly and correctly disseminate information.In enterprise advertising, advertising is subordinate to the sales of goods (labor services).Advertising that can help enterprises produce sales results is really good advertising.
important role
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In advertising practice, the content of corporate image advertising, which indirectly promotes products or services, is not to directly display and introduce goods, but to win the favor and support of consumers by shaping the image of products, trademarks or the whole enterprise, and by long-term consolidation and development of this image, no matter what kind of update of the enterprise's products,Image advertising can always ensure that consumers will continue to support the enterprise in the future. Therefore, image advertising can not only pave the way for the enterprise's recent sales, but also prepare for the enterprise's future sales.[2]
1. Marketing function;2. Communication function;3. Economic function;4. Catalytic function;5. Guidance function;6. Social function
Service platform
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Enterprises need to do advertising, and online advertising is a trend of future advertising development.E-commerce is one of the main manifestations of modern B2B marketing.It closely combines the enterprise intranet with customers through B2B websites, and provides better services for customers through the rapid response of the network, thus promoting the business development of enterprises.
The role of online advertising
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With the popularity of computers and the rise of the Internet craze, online advertising has gradually been valued by the industry.Compared with traditional advertising, online advertising has advantages that other advertising media cannot match.First, it is global and all-weather.Whenever and wherever you have a computer online, online advertising is like a devout slave waiting at your side all the time. With a mouse click, it is ready to come out, regardless of the region, time period and layout;The second is its two-way interaction.Online advertising can not only show the strength and product functions of the enterprise, but also enable visitors to communicate with the enterprise through E-mail. At the same time, the enterprise can also observe the visit;The third is high efficiency.Online advertising is active click access, and the audience is very clear, so its efficiency is many times higher than traditional advertising.In recent years, global online advertising has developed rapidly, and online advertising revenue has risen in geometric form.
Promotion method
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Consumer promotion mode
The consumer promotion methods of brand promotion can be divided into: samples, coupons, cash discounts, special packages, gifts, bonuses, free trials, product guarantees, joint promotions, on-site sales displays and performances.
Business promotion mode
The business promotion mode is the most targeted and flexible in brand promotion, which can be one-time or irregular.In the following cases, business promotion is very effective.1. Similar brands.Brand operators deliberately use psychological methods to create differences in customer psychology and form the characteristics of the brand, which requires large-scale promotion activities and business promotion methods.2. At the stage when the new brand is just launched.As customers are unfamiliar with the new brand, they need to adopt business promotion methods to promote consumers to recognize the new brand.The brand is in the mature stage.In order to maintain the market share of brands, business promotion methods are widely used.The commonly used business promotion methods mainly include holding exhibitions, trade fairs, lottery, fashion shows, etc
Trading promotion method
In brand promotion activities, the funds used for transactions are more than the bonuses used for consumers.Brand operators spend money in transactions to achieve the following goals:
First, transaction promotion can persuade retailers and wholesalers to operate the brand.As it is difficult to obtain the shelf location, brand operators often rely on the provision of reduced price goods, discounts, return guarantees or free goods to obtain shelves.
Once on the shelf, we should keep this position, which is conducive to improving brand awareness.Secondly, transaction promotion can stimulate retailers to actively promote brands by promoting product features, display and price reduction.The brand operator may require to display goods near the sidewalk of the supermarket, or improve the decoration of the shelf, or post a notice of price reduction, etc.They can offer discounts to retailers according to their completion of tasks.Due to the growing power of retailers, the cost of brand operators on trade promotion is on the rise.If any competitive brand unilaterally discontinues the trade discount, the middleman will not help it promote its products.In some western countries, retailers have become major advertisers, mainly using promotion subsidies from brand operators.
Brand promotion method
In every era, there is a unique address, which reflects the most important characteristics of this era.The 21st century is undoubtedly the era of the Internet, and it is also because the Internet era has turned the earth into a global village. Enterprises' services or products can be sold around the world. Opportunities and competition coexist. While there are opportunities, there are also challenges. Challenges come from enterprises all over the world.To improve its competitiveness, in addition to ensuring the quality of products or services, the other is to create a good brand image. In the 21st century, it can be said that the brand is the soul of an enterprise and the center of an enterprise. To create a brand image can be done in three ways.
The first is through video promotion. Video promotion can be said to be the most direct and effective method of Internet promotion. By inserting a short segment of advertisement in the video, people who watch the video can't skip it, so they can get results.However, the disadvantage of video promotion is that it is expensive and not targeted at a wide range of people. It is only suitable for brand promotion with more funds and a wide range of people.The second is news promotion. News marketing has the same advantages as newspaper media in real society. By publishing enterprise news in some media or vertical local media, it can achieve the effect of promoting enterprises.Moreover, this promotion method has the characteristics of low investment and long effect.The third is microblog marketing, which is one of the most popular brand promotion methods at present. According to the latest information of CNNIC, the number of microblog users has reached 300 million. The advantages of low cost, wide coverage and easy operation make microblog promotion one of the most popular brand promotion methods.
