The application of advertising media in the market

Abstract：The more discerning consumers， more complicated competitive pressure，given the advertising media is a dialectical color theory， an advertising media era is coming. Advertising market to the left， right， cooperation between the two pulled into an invisible circle， the connection between the information and the target customers， target customers on the absorption ofeffective information dissemination and sufficient.

Key Words：Advertising media new market

1. The role of advertising media

With the consumers being pickier and the competitive pressure being more and more intensive， the advertising media has been endowed with color of dialectics. Confronting with the ever-changing consuming psychology， what advertising methods are effective What we must admit is that an advertising media era is approaching. On the one hand， piles of TV newspapers have intensified of the fierceness of competition. The situation of chasing limited consumer goods with intensive advertising media has pushed enterprises to introduce new constantly and attract consumers with all kinds of advertising media； on the other hand， as the consumers has become increasingly rational and their consumption choices have changed， new advertising strategies are needed to guide the market development in the future.

In the last century， the power of advertisement influenced the market for the whole century. Advertisement has swept various aspects of marketing when promoting new products， expanding market， attracting investments， looking for new selling channels， competing with competitors. Advertisement has become omnipotent in people’s subconscious.

2. Newborn Advertising Media

1. Mobile media has created a new media era. Mobile media has become a new form of interacting. Mobile TV is another creation of new technology. Now no one may think the number of mobile phone newspaper users will be larger than the number of readers of newspaper online or newspaper printed. However， mobile phone newspaper indeed provide a kind of enjoyment of happy reading for the public crave news but are busy on walking by a form of the 21st century.

2. Wall advertising is also a kind of important form of advertising. Wall advertising here mainly refers to advertisements on walls with broad visible size along highways， roads and railways. Apart from advertising， political slogans are common as well. One thing we should pay attention to is that these advertisements are more commonly found in vast second or third grade markets than in markets of bustling cities. Among the various causes of this case， the most significant is reasonableness. Considering the small amount of population reading newspapers and using internet in the second and third grade markets， the brand requirements of enterprises， advertisements visible and understandable are preferred. Based on these reasons， a wall-advertising company in Hunan entered the top one hundred advertising companies in China in the early 1990s.

According to analysis of advertising website， the scope of wall advertising is very large. They can be scrawled at the side of the roads and railways whatever fortune global 500 or local small clinic but its weakness is obvious. Due to the characteristic of rapid development of domestic construction enterprise and that wide range of wall is difficult to supervise and maintain etc， gold position today may become garbage dump a few months later， which is overwritten or altered and lose the meaning of propaganda.

Color TV， chemical fertilizer， mobile， Unicom， hospital etc is the main body of wall advertisement today， which form a beautiful scenery line. In the future， wall will be self-built， namely enterprise set up large wall on prominent location， which beautifies the environment， propaganda enterprise and is convenient for management. It can be said to be one of the major advertising positions of small market.

3. Outdoor advertising have become new favor of the advertisers. With increase of travel and leisure activities and widespread application of new technology， outdoor media has become new favor of the advertisers， and its growth rate is bigger than traditional TV， newspaper and magazine media. Especially Focus Media launched a series of mergers and acquisitions after it was successful listed on NASDAQ. After market value reached new highs， "outdoor media" become a new hot spot is focused of venture investors.

In the 21st century， outdoor advertising already broke through the single shop billboards types， and now there are more new outdoor media： automobile body advertisement， shelters advertisement， subway advertisement， elevator advertisement， high column advertisement， three dimensions advertisement， wall advertisement， roof advertisement， neon lights advertisement， LED display esc. With the reform and opening-up of city， outdoor advertising is abandoning rough development and enters into a new development stage of the optimization and consolidation， which is good in the policy of people-oriented and harmonious development in the future.

3. The cooperation of advertising media and markets

If the comparison of marketing is a circle， corporations and products are located on one end of the circle； consumers are located on the other end. Pr lines to the left in the marketing promotion. The distance of consumer and enterprise/product is reduced by a variety of ways of the news report， symposium， BBS， public welfare activities esc. Ads line to the right and the company/product information are pushed to consumers through the exquisite picture， penetrating slogan， and straightforward way of information release and so on. The perfect cooperation of they two make marketing play a biggest role in product promotion， product branding， and product crisis management.

For those products with low public acceptability and poor trust， it is really difficult to open up the market and make the target customers accept relevant information with only advertising promotion. This kind of products is products with high professionalism and low public attention like industrial products， medicines with too much false information. Thus， under this circumstance， advertisements can only be promoted with the assistance of public relations.

Shi yuzhu typically used the strategy of that pr lines to the left and ads line to the right when promoting “Naobaijin”. He represented the functions of this product vividly through seven articles with high readability and rather secret advertising information. He engraved the brand “Naobaijin” and the exaggerated functions of it in people’s mind gradually then enforced the image and mention rate in public with overwhelming advertisement continuous playback. Although the promotion strategies of “Naobaijin” have raised lots of controversy， we can not deny the successful result of it. The subjective and authority of public relation has effectively added the permeation of advertisement and finally helped the product get a great amount of sequacious customers. From this point of view， one can see that advertising media and public relation constitute the whole promotion system and the close conjunction between them promotes the information transmission and marketing results.

Located in the small household appliances industry， Galanz has been keeping advertising promotion as a regular marketing strategy. Galanz communicate benign information such as product features， technical advantages， and price advantages to consumers through a series of ads， that make they can accept without a break the latest information of Galanz and keep attention for Galanz. At the same time， thay can build the popularity of Galanz in industry， media and public.

When permeating information with advertising media， Galanz uses interviewing， news reports， special introductions etc. to transmit information beneficial to the company which representing its latest technologies， leading the future of this industry and showing the rewards of its productions to its consumers. What’s more， the vise general manager of Glalanz Yuyaochang keeps attending all kinds of Fortune Forums， Industry summits， corporate dialogues and other thematic meetings to talk about several of topics on Galanz to create press points.

Marketing essence is not the product competition but competition cognition： a product is what in consumers' minds is more important than it is what this actually， which determines that the competition of highest level between enterprises is not competition of product function but competition of enterprise brand. And "pull" of public relations and "push" of advertising help consumers to overcome all kinds of cognitive impairment and strengthen their sense of trust for enterprise/product， which create a strong brand influence of enterprise/product.

The essence of advertising is promoting the information of enterprise and product by a foolproof way， and its shortcoming lies in that credibility is in declining. The successful promotion of marketing lies in the organic integration of public relations and advertising media. Target customers are tracked and can't escape surrounding and influence of information tangible or intangible through close coordination with each other， exerting their respective advantages and strengths， using a variety of means and propaganda way.

Pr lines to the left and ads line to the right. The coordination between they two form an invisible circle， which joints seamlessly information and target customers and makes target customers to absorb information effectively and fully.

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