Marketing Direction Of Advertising In The Ceramic Glaze Industry
With the increasing competition of market operation mode, the importance of corporate image and product brand planning is becoming more and more recognized and valued by operators. In the enterprise management strategy, the strategic requirements for advertising are also strictly enhanced. However, the accumulation of brand value is not overnight, effective advertising will certainly promote sales, to consolidate consumer loyalty to the brand, occupy the market share of sales, improve brand awareness and other purposes. On the contrary, crude or platitudes of advertising not only can not play a role in publicity, but to the brand has a negative impact, larger advertising expenditure also does not have the effect of receivables, waste money.
When you open up the many professional media (especially newspapers, magazines) in the pottery color ingress industry, have you found that the widespread advertising does not draw your attention. Compared with other industries' advertising, such as real estate advertising, telecommunications advertising, etc., do the color industry's advertising creation appear to lag behind?
Throughout the ceramic color industry advertising, most of the 80's creative model, but a simple product introduction, almost not to talk about the brand planning and corporate image of the appeal, let alone dig into the enterprise culture, the concept of the deep content. The performance of the advertising screen is still stuck in the product characteristics of the "color" colorful expression, lack of creative expression, implicit, introverted depth and external tension in the United States. It seems that color ads also like real estate advertising to an advertising revolution. Can have exquisite, aesthetic design (plane) and deep thinking, macro-idea of the fusion (intension) of advertising will be able to stand out, walk in the forefront. The integration of advertising communication is being produced in time, its significance is through the early market research and analysis, to enhance marketing to achieve the advertising objectives, integration of commodity concepts, determine the object of communication and carry out a planned media portfolio, planning the form of advertising, creative points, demand points, etc., in order to achieve the "same voice, the same message" effect, effectively enhance sales, establish brand image. In terms of advertising integration communication, the recent color material has a group of series of ads, is in a unique way to show professional depth. From the overall planning of advertising, it gets rid of the whole color industry advertising there is no system, no strategic "guerrilla"-style advertising. The so-called "guerrilla"-style advertising, that is, does not take continuous advertising as a whole, only take the east one shot, west one shot form, each time the advertising theme is not the same, the appeal point is not the same, arbitrary strong, this is precisely the crux of the current numerous color advertising. "Guerrilla"-style advertising does not impress the audience and weakens the dissemination power.
