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Efficient Establishment Of Marketing Channels For Advertising Media

2013/12/21 13:45:00 17

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how to make effective marketing channels for advertising media.

Even some of our advertisers, especially Mr. Peng Xiaodong, were doing marketing training for the telecom media, and they asked me, "Mr. Peng, what are we going to do with our advertising media for advertising companies? What can we do?" Peng believes that we should do better and better serve our own advertising media and innovate and maintain. Therefore, according to his successful marketing experience of advertising media for many years, Peng Xiaodong has made the following wonderful sharing with you:

Mr. Peng Xiaodong believes that each channel plan will produce different levels of sales and cost first.

A href= "http://www.91se91.com/pioneer/" > advertising media < /a > the main problem in marketing is whether the sales volume promoted by the marketing team is large, or the sales volume promoted by advertising agency agents.

Most advertising media owners choose to sell directly with agents rather than themselves.

the sales volume of choosing advertising media agents is as follows: /p >

1. Advertising media agents have more sales representatives; there are a number of quality customers:

two, advertising media agents may be more professional and experienced in sales;

three, advertisers prefer to deal with agents representing several advertising media; reduce troubles;

four, advertising media agents are widely linked with the market, and the sales team of advertising media must start from scratch.

five, and, of course, the flexibility and specificity of advertising media agents in advertising media marketing;

of course, each agent has different abilities and responsibilities. Choose < a href= "http://www.91se91.com/pioneer/" > advertising media agent < /a > and evaluate the cost of different sales of each channel, then compare sales volume and cost.

Through advertising media, agents are not the only choice of advertising media owners. Sometimes the main part or direct selling of advertising media can also be very successful, such as cosmetics company Mei Kai Lin, AVON and so on.

The advertising media chooses the advertising company as the channel of business expansion. The starting point of advertising media is no different from that of the general manufacturer. The advertising media can not rely on advertising media agents or advertising agencies in the following situations:

1. The advertising media which are in short supply. This is very common in the advertising media ten years ago. The advertising media has no pressure to sell, and the market is completely a seller's market.

Especially in the era of planned economy:

two, new advertising media and weak advertising media, often agents do not want to recommend new media and vulnerable media to customers. Almost all domestic media abroad rely on their own direct contact with advertisers to get business.

Many new media are well aware that in the initial stage, relying on advertising companies to push forward too slowly.

three, advertising agencies lag behind the development level of enterprises and media at the overall level of development. There are such problems in many parts of our country. There is no advertising company with brand and influence in the city. The advertisers' service companies are in other cities, so advertisers are directly involved with the media when they put in the local media.

, therefore, under the condition of more complete marketization, Peng Xiaodong believes that advertising media relies on < a href= "http://www.91se91.com/pioneer/" > advertising agency > /a > to a higher degree, which is the result of maximizing advertising revenue and controlling cost.

Channel management and control, scientific marketing emphasizes control and analysis, and channel management is no exception.

Using sales agents means more control problems.

The sales agent is an independent company. She has her own business purpose and is concerned about the maximization of the company's profits.

If the manufacturer takes his risk to the agent and undertakes his own profits, the result may be counterproductive.

The interest points of agents are different from those of manufacturers. They may be more concerned about the important customers from the perspective of the combinations of goods they buy, rather than specifically considering how to sell a particular product.

China's advertising media market is mostly formed spontaneously. The general media does not regulate the market in its own channel theory. We have to face such a problem. What kind of agency companies do they need to distribute advertising products? What is the function of the channel? How large should the channel be? How to motivate the channel, how much profit should the channel have? How can the media control and manage its own channels? {page_break}

The channels of strong > advertising media can be divided into: .

1, advertising agency advertising agency or media contracting company, contracting media advertising resources, representing the media selling advertising time or layout;

2, media buying companies, advertising agencies engaged in media planning, purchasing and evaluation, can gain competitive advantages through their scale and negotiation strength.

3, advertising comprehensive agent company, provides comprehensive advertising companies such as communication planning, advertising creativity, production and media, so as to facilitate the integration and dissemination of enterprises.

4, the advertising company run by the company is responsible for some or all of the advertising business.

when media establish sales channels, the media agency advertising companies can be regarded as wholesalers. The media buying companies should be classified as large customers. The sales agency network will be established according to the scale, region and credit level of the advertising agencies of the comprehensive agents and enterprises. The sales network of the media should have the following functions:

1, which can pmit media information to advertisers in time;

2, the media's information processing provides a communication plan for advertisers;

3, feedback the needs of advertisers to the media, and put forward creative strategic suggestions;

4, according to the intention of the media to achieve sales;

5, sharing risks with the media and sharing profits.

> a href= "http://www.91se91.com/pioneer/" > media channel < /a > the scale is related to the system of channels. If the media chooses vertical system, it should be less and more sophisticated, and strengthen management. If the media choose horizontal system, it should be more and strengthen the promotion. The new media will be more confused and imposing. The mature media need normative channels, so the establishment of such channels will take time.

It is generally believed that the most important driving force for distributors is profit driven. Therefore, many advertising media attach great importance to protecting the interests of agents, and the measures are also effective, so as to ensure the interests of agents with high discounts and accumulated return points.

However, compared with enterprises, the management of agents is very weak. There is no strict qualification examination and reputation management, and the control of quantity is not strict, so that media channels can not have the same strong brand as the media.

in recent years, Mr. Peng Xiaodong found that some media began to try immaterial incentives.

For example, advertising companies are involved in advertising resource setting and price setting, professional training for advertising agencies, adjusting the distribution of agency companies in areas and industries, and supporting key companies to become strong agents in areas and industries. These measures are very beneficial to the long development of advertising companies.

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the development trend of media channels. At this stage, the media advertising marketing channels have the following development trends: /p >

1. The biggest difference between the channel centralized advertising industry and the consumer goods industry is the difference of customers. The former is the user of the enterprise, and the investment is huge. The latter is the individual user, relying on the accumulated day by day.

The advantages of many scattered channels are close to customers, convenient to provide personalized services, and lack of high management cost, and customers pay higher prices for limited products and services.

Channel concentration is the embodiment of scale economy.

Companies that specializes and scale up and provide value added services grow and gain profits, while companies acting as brokers are being squeezed more and more and eventually quit.

The trend of convergence between international and domestic advertising companies is more and more obvious, which is typical of the emergence and development of media buying companies.

Multinational advertising companies in China have merged the media departments of various companies since 1998, and set up media buying companies that purchase hundreds of millions to billions. In China, 4A has established ten media buying companies, showing more and more initiative and dominance in the contest with local media;

two, the channel marketing channel of a typical vertical system is media, a media agent, a media buying company, an advertising agency, an advertiser, and two forces are exerting pressure on the traditional multi link distribution system: the pursuit of lower prices and greater interests by advertisers, and the pursuit of more effective distribution by agents.

Many media have direct purchase relationship with enterprises, and advertising companies cancel service fees instead of agency fees. As a result, the agency links between media and advertisers are likely to be abolished, and media are closer to advertisers and channel level.

The media are directly exposed to customers so that they can reach the latest information that customers prefer to change.

Therefore, the advertising industry has the theory of agency system in name only.

The voice of regulating advertising agency has been heard all the time, but it seems very weak. Under the market economy, the government will not introduce policies on how to operate channels for enterprises or media.

The assumption of market economy is that if agents are beneficial to the media or enterprises, the media and enterprises will finally choose to choose < a href= "http://www.91se91.com/pioneer/" > agency system < /a > without intervention from the government.

CCTV implements a complete agency system, because the role of hundreds of advertising agencies can not be replaced by CCTV advertising department.

None of the world-class companies has established their own advertising companies, because there must be more professional advertising companies in the market.

three, the pformation of the functions of the agency. Sometimes, the simple media buying business makes the media and advertisers think that the role of the advertising company is weakened. But the media needs the sales company that can bring the proliferation services. The advertising king needs the professional consultant who can make the sales and products expand.

The traditional channel - the function of advertising companies is quietly pforming. We notice that there are media consulting companies and customer brand consulting companies.

In companies with technical barriers, prices are placed at second place.