Print Advertisements In The Information Age

Since 1950s, people into the information age, and the development of technology has influence community life. This development specifically shows in business field. Companies start use technology products in their business work, like computers, smart phones, and Internet. Especially the Internet, it is the most useful technology tool in current years. Internet changes people’s life a lot and make the communication be more convenient. Therefore, Internet also use in advertising market.

However, some of tradition advertisements are impacted by the technology development. Magazines and newspaper are major traditional advertising mediums in advertising market. The role of magazines and newspapers in the advertiser’s media plan differs from that of the broadcast media because they allow the presentation of detailed information that can be processed at the reader’s own pace (Belch, 2012, p407). The print media are not intrusive like radio and TV, and they generally require some effort on the part of the reader for the advertising message to have an impact. However, the disadvantages of print media, like high cost, limit reach and frequency reflect the negative trend of print media in the advertising market. Furthermore, the high cost of print media typically is the major problem compare with online advertisements. For example, a report about the average cost of advertising in a fashion magazine presents four of the top fashion magazines in the United States by circulation -- "Cosmopolitan", "Glamour", "Vogue" and "Allure" -- each charge upward of $100,000 for a full-page color ad (ehow). In addition, advertising revenue for magazines declined from nearly $25 billion in 2007 to just under $20 billion in 2009, while the total number of advertising pages has dropped by nearly 25 percent over the past two year (Belch, 2012, p405). Because of this trend, advertiser and companies move their focus towards online advertising. Online advertising will cost much lesser than print media, and the online advertisement can introduce product or brand flexible.

 Nowadays, more and more people use the technological products such as electronic readers, the iPad, and tablet PCs for work or entertainment. Even people communicate with others by email or other social contact apps, such as Twitter, Facebook, and Pinterest. The technological developments have changed our life style and behavior. Therefore, advertiser use this situation to develop the online advertising by cooperate with social communicate website. As the development of technology, these technology products are impacting the role of magazines and newspapers as advertising media vehicles. At the near future, people will realize they do not need read news in magazines and newspapers, because they can read it online. Magazines and newspapers will loss their market, just like few people write letters now.

Anyway, advertisers also can respond these changes and retain advertising by using the unique advantages of print media. For the newspaper, the geographic selectivity can help advertiser retain to advertise in newspaper. Newspapers generally offer advertiser more geographic or territorial selectivity than any other medium except direct mail. For this situation, local newspaper has a selective segment for readers. Therefore, reader from different place can find local advertisement for their city. But the online advertising is hard to focus on geographic selectivity.

Reference:

Belch, G., & Belch, M. (2011). Advertising and promotion: An integrated marketing communications perspective. (9th ed.). McGraw Hill Education.

Bobbye Alley, The Average Cost of Advertising in a Fashion Magazine. Retrieved from

http://www.ehow.com/info_10016643_average-cost-advertising-fashion-magazine.html

Establishing The Budget of Advertisement

In current business marketing, advertising is an important medium that helps company communicate with customers, and it also purpose to increase the sales of products. However, a good company should realize how to establish and allocate the budget of advertisement.

There are several budget methods that mentioned in text. The two major approaches to budget setting are Top-Down budgeting and Bottom-Up budgeting (Belch, p239). The Top-Down budgeting methods include affordable method, arbitrary allocation, percentage of sales, competitive parity, and return on investment. Although these methods have advantages and disadvantages, they are popular because of tradition and top management’s desire for control.  However, each budgeting method has advantages and disadvantages. Percentage of sales perhaps is the most popular budget method, because it is based o sales of the product. The advantage of this budget method is using future sales as a base is that the budget is not based on last year’s sales. As the market changes, management must factor the effect of these changes on sales into next year’s forecast rather than relying on past data (Belch, p240). Furthermore, the percentage of sales method has some serious disadvantages, it may let the sales determine the amount of advertising and promotions cost reverses the cause and effect relationship between advertising and sales (Belch, p 240). In addition, the same statuses also happen in build- up approaches that includes objective and task method, and payout planning. Furthermore, there is no accepted method of setting a budget figure. The weakness in each method may make it unfeasible or inappropriate. Therefore, there are two reasons why many companies slash their advertising and promotions budgets when the economy go gown. One is many managers fail to realize the value of advertising and promotion, and they treat the communications budget as an expense rather than an investment. The other reason is there is never a best strategy to pursue the advertisement budget.

Reference:

Belch, GE. and Belch, MA, (2012). Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition. McGraw-Hill Companies.

对于不同情况的考虑构成了对广告的不同选择，广告学家哈斯伯特（HarsbertHase）举出了常用的四种方法：

　　（1）百分率法：

　　以一定期间内销售额或盈余额的一定比率，计算出广告经费。

　　以销售额为标准时，可根据上年度或过去数年间的平均销售总额，再根据次年度的预测销售总额计算。以盈余额为标准时，根据上年度或过去数年度的平均毛利额，再根据次年度一年间的预定利额计算法。

　　（2）销售单位法：

　　以商品的一件，或同类商品的一箱等某一数量为单位，以这一单位广告费，再乘以销售数量而算出。

　　例如罐头每箱单位定以10元为广告费，若一年共售一万箱，则一年的广告费为10元×10000箱＝100000元。

　　（3）邮购法：

　　根据特定的广告而得来的询问价和定货的人数，来算定广告效果，找出广告费和广告效果的合理关系，以归纳的方式来决定广告经费。例：

　　单位广告费目录印刷费＋销售信印刷费＋邮费销售产品件数有了单位广告费数字，即可算出某一定销售额需要若干广告费。

　　（4）目的完成法：

　　先树立一定的销售目标，决定达到这一目标所必需要的广告活动和范围，然后可以算定充分的广告经费。

　　广告预算编制一定要考虑公司财力来决定，同时要充分控制，详细列表，总预算、各类预算要确实而详尽。

选择广告媒体的要素　　

        （1）市场方面的因素

　　①要考虑消费者的属性：

　　人总依其个人品味来选择适合的媒体，不同教育或职业的消费者，对媒体的接触习惯都不相同。一般地说，教育程度较高者，偏重于印刷媒体；教育程度较低者，偏重于电波媒体，因此要配合消费者的性别、年龄、教育程度、职业及地域性等来决定应用何种媒体。

　　②要考虑商品的特性：

　　各种商品的特性不一样，应该按商品特性来考虑媒体。例如消费者（生活）用品广告和工业用品广告的媒体策略完全不同，前者是全体的消费大众，后者是特定的工厂、老板、或董事，很显然，千万元的别墅广告和普通中下公寓广告的媒体使用应当有所不同。

　　③要考虑商品的销售范围：

　　商品市场究竟是全国性的销售，或是限于地方区域性市场的销售，这关系到广告接触者的范围大小，由此才可决定选择何种较经济有效的媒体，以免使用不适当的广告媒体而毫无传播效果。

　　（2）媒体方面因素

　　①要考虑媒体量的价值：

　　如报纸的发行量、杂志的发行量、电视的收视率、电台的收听率，才能了解效果。

　　②要考虑媒体的价值：

　　即考虑媒体的接触层次，应仔细分析其类型，以期与产品消费者的类型符合。同时需考虑媒体的特性、优缺点，节目或编辑内容，是否与广告效果有关。

　　③要考虑媒体的经济价值：

　　要慎重考虑各媒体的成本费用，不仅要考虑"绝对成本"，即媒体的实际支付费用，同时亦应考虑"相对成本"如用印刷媒体的每天读者数，或电波媒体的每分钟每千人的视听成本。

　　（3）广告主方面的因素

　　①要考虑广告主销售方法的特征：

　　销售方式究竟以推销员为主还是以零售商为主，这要看用什么样的销售策略？销售策略不同选择媒体的标准也不同。

　　②要考虑广告主的促销战略：

　　如计划一个赠送样品的广告活动，就要用能配合赠送活动的媒体。

　　③要考虑广告主活动的基本目的及广告预算的分配额和广告主的经济能力。

　　此外对于同行竞争者使用广告媒体的情况与战略也应列入媒体考虑范围，以达"知已知彼"之效。

中国广告市场的发展　　

       中国经济的稳定健康发展、国内消费的强劲拉动均为广告市场的发展创造了良好的环境。2007 年中国总体广告市场规模达到1741 亿元，市场规模为美国的8.4%，为日本的38.7%，较2001 年差距缩小了100%。2007 年，中国广告市场规模在全球排名第五，但由于人口基数庞大，每年的人均广告费用仅为18 美元。低于世界平均水平的70.4 美元；美国、日本的人均广告费用分别高达921美元/年和485 美元/年。

　　作为一个发展中的市场，中国的市场空间依然巨大，因此金融危机对于中国市场来说只是暂时的，相比那些消费品市场趋于饱和和理性消费的国家，中国的消费市场还有很多成长空间，因此，短暂的危机可能会让一些企业面临冬天的煎熬，但是也同时会成为另外一些企业的机会，全球经济动荡将是中国广告市场进行优化内部结构，创建新的营销理论以及提升广告传播方法和规范媒介市场的机会，相信在经过这一轮危机之后，中国广告市场会更加成熟。

　　据CTR市场研究最新的年度广告监测报告显示，2008年中国广告市场受北京奥运会的良好预期拉动，呈现活跃态势，总投放同比增长15%，达到4413亿人民币。

(转自网络)

Super Bowl Commercials

The grandest event of the year in the States is Super Bowl, and the 2014 Super Bowl is aired on Feb 2. In fact, I’m not a fan of Super Bowl; I even not very realize football. Because in China, football is not popular sport, there are some of people love football games. However, the Super Bowl is a grandest event in sport field, and the Super Bowl commercials also attract people’s attention.

When the first time that I heard Super Bowl, I only knew it is a football competition, like NBA. When I decided to come to Pittsburgh, I knew the football is popular in Pittsburgh, so I try to find some introduction about football. Then, I fund a name, Super Bowl. At that time, I knew nothing on it, but when I stared to realize Super Bowl, the first thing I recognized is not the competition, instead of the Super Bowl commercials. I classify the Super Bowl commercials to two major parts: illustrative and creative advertisements.

In my opinion, a good advertising not only can attract consumers’ attention, also should have clear illustrate. A best advertising should use the source credibility to perfect concept of ad, in order to introduce product completely to consumer. For example, some advertising applies expertise to introduce their product in order to get consumers’ belief.  This because attitudes and opinions developed through an internalization process become part of the individual’s belied system (Blech 181). Like the brand Bridgestone, which is the world's largest tire and rubber company, their advertisements “performance basketball” use the applying expertise to explain the technique they use in their product with brief words.

In the other side, there is a banned commercial also from Super Bowl; it is a different kind of soda that is easy to make called “Sodastream”. In this advertising, the most interest also worst word is “Sorry Coca and Pepsi”. Although the spokespeople of this advertising is Scarlett Johansson, one of the famous actresses in the world, it still cannot save the worst advertisement. The advertisement is supposed to attract more customers, but not using slander competitor to advertise own products. In this advertisement, although Sodastream use celebrity, but they slander their competitor to reveal they own products is not conform to marketing competition. Therefore, it was the worst advertisement.

Reference

1.     Belch, GE. and Belch, MA. Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition. McGraw-Hill Companies. 2012.

2.     TYT Sport, 2014, Banned Super Bowl Commercial 2014 - Sorry Coke and Pepsi. Retrieved from http://www.youtube.com/watch?v=dDu8p1q-8U0

3.     NKL, Feb 5, 2012, Bridgestone - Performance Basketball - 2012 Super Bowl Commercials. Retrieved from http://www.nfl.com/videos/nfl-super-bowl-commercials/09000d5d8268db67/Performance-Basketball

　　北京时间昨天上午，第48届美国职业橄榄球总决赛(“超级碗”)在纽约大都会体育场打响，西雅图海鹰队出人意料地以43比8战胜丹佛野马，队史上第一次夺得“超级碗”。而被戏称为“美国春晚”的超级碗，又一次向人们展示了这个“大碗”超强的吸金能力，以及独到的职业体育的营销能力。

　　“美国春晚” 吸金大“碗”

　　超级碗在美国，一向是收视率毫无悬念的第一，昨天在纽约大都会体育场进行的这场决赛，成为了名副其实的“吸金大碗”。不管是门票、广告乃至不起眼的咖啡，都因为沾上“超级碗”的金光瞬间升值。而NFL独到的营销手段，更是在本场超级碗中再次得到了完美诠释。

　　最冷天气最热门票

　　昨天在纽约大都会体育场的超级碗，是该项赛事历史上第一次在没有顶棚的室外体育场进行，加上纽约的冬天向来不算暖和，昨天的决赛早早就被媒体冠上了“最冷超级碗”的名头。不过天气虽然冷，但气氛和门票的热度却是一点也没减：7.8万多张门票早早就销售一空，场外的黄牛甚至将门票炒到了2000美元以上，但即便是这样，能够从黄牛那里买到门票的人也是少之又少，超级碗的热度可见一斑。

　　小商小贩大发横财

　　昨天在超级碗现场的小商小贩可谓大发横财。外媒曝光的一份价目表显示，现场的热巧克力饮品和橄榄球形状的纪念杯被标价20美元，美国啤酒一罐12美元，进口啤酒14-16美元，意大利香肠12美元，奶酪牛排16美元，一英尺长的热狗18美元，碗装的方便面11-20美元不等，水饺一份7美元，玉米饼和卷饼标价11美元，花生和瓶装水6美元，牛腩三明治13美元，奶酪和通心粉的价格则是8美元，这些几乎都是正常价格的3倍甚至更高。超级碗的经济效益在这上面得到了最直观的体现。

　　广告售价史上最贵

　　小商小贩赚的毕竟还是小钱，超级碗最大的收益来自广告：去年第47届超级碗电视广告平均售价为每30秒380万美元，一度刷新纪录，而今年超级碗转播方福克斯电视台早在去年年底就宣布所有广告时段均已销售完毕，平均每30秒售价为400万美元，折合人民币约80万/秒，其中更是有企业支付了高达450万美元/30秒的价格，创造历史新高而有幸登上超级碗秀场的，要么是现代、通用、微软这些各自领域里的领头企业，要么就是《变形金刚4》、《美国队长2》这些行将上映的超级大片的预告片。而据媒体预估，仅仅凭借广告一项，福克斯和NFL就可以进账超过3亿美元，这实在是一个让人瞠目结舌的数字。

　　和NBA希望总决赛打的场次越多越好不同，NFL的“超级碗”选择的是单场决胜负的赛制，这样加大了比赛的悬念，也吊足了人们的胃口。更重要的是，一场决胜负，也就意味着商家投放广告的时间极为有限，在有广泛的群众基础和惊人收视率做保证的前提下，NFL和转播商就有足够的资本去向广告投放者索取更高的价钱。NFL就是用这样的办法，在有限的比赛中完成了盈利的最大化。而超级碗带动的数十亿美元消费，则再次让人们看到了美国人在体育营销方面的独到之处。(转自网络http://news.china.com.cn/rollnews/ent/live/2014-02/04/content_24682637.htm）