Latest TV Column packaging planning programs -
to do the real blank. As presented to the 2003 Kunming Spring City television audience a TV new supervision, there are humane care; existing marketplace chores, but also the vicissitudes of life.
It is because of
but all the honors belong to the past, with the marketization of the media operation of the multiple roles the general trend in the new year, the face of the new market environment and new consumer orientation, the need to establish their own unique brand personality and aspirations point, so that more people like economic benefits.
Advertising Co., Ltd. Kunming situation is a media agency, strategic support, brand promotion maintenance of an integrated advertising media companies. This became Kunming TV Apart from also become far more responsibility. We believe that, as a strategic partner, not only do part of the advertising revenue, but also to help working with the construction of columns, columns establish the image of the shape and social influence. the only way to make , the brand perception of the status and recognition, revenue-generating services for the part.
FY advertising strategies through intensive discussions, will focus on improving to attract business interest to make a preliminary series of related work strategic vision. the case will be based on actual analysis, objective evaluation, feasibility strategies, etc., on the phases and levels of recommendations and plans to the year 2005 through the tireless efforts and innovative mode of operation so that the ;, to Kunming TV, place, looking forward to more innovative ideas and strategies or Kunming TV, macro environment and micro environment and the target consumer (the audience), provincial economic yearbooks, radio and television management policies and control measures.
a TV industry environment for the development of
1, the macroeconomic situation and overall consumer trend of the overall economic situation
With the improvement of social, people standard of living continues to improve, the level of economic development and people's income has been in the past few years, the rate of over 9% growth is expected over the next 10 years will be more than 7% and 6% rate of sustained growth.
according to the fifth National census data show that Yunnan has a population of 4287.9 million, composed of 10,862,000 households, of which Kunming 578.1 million, a total of 1.674 million households, accounting for 88.34% of the total population. in the Yunnan population, men accounted for 52.41%, women account for 47.59%. from Yunnan Households Enge coefficient (ie, total household expenditure on food consumption, the proportion of total expenditure of household consumption), urban 41.6%, 53% in rural areas this figure can be seen, the target market has a high spending power. based on sample surveys, Yunnan Province, the per capita annual disposable income of urban residents was 7,643.57 yuan, an increase of 5.6%; urban residents per capita consumption expenditure of 6023.56 yuan, an increase of 3.4%. rural per capita net income reached 1697.12 yuan, a real growth of 5%; rural per capita consumption expenditure of 1,405.7 yuan, an increase of 2%.
over 4 years in Mainland China's total TV viewers 1,115 million people, the audience viewing time of 174 minutes daily, and 5 years 43 minutes before an increase of more than 10 years ago 56 minutes .5 years, the urban and rural residents has been significantly improved viewing conditions, color TV home ownership rate increased significantly in urban and rural households currently have a total TV 448 million units, of which 343 million color TV sets, an increase of more than 5 years ago, will Jinsi Cheng, an average of 97 per one hundred have color TV sets, black and white TV set 30. Meanwhile, the TV signal-home rate also increased significantly At present, Kunming TV viewers can watch an average of 36 sets of television programs, which include the province of Yunnan TV stations, TV stations in Kunming, Kunming education platform, including a total of 13 sets. Survey data also showed that television has become most closely with the audience the mass media, 95.8% of television viewers that is the news columns, in fact, state and local government mouthpiece, pass to the audience in a large number of political, economic, living and other related information, but also play a correct guidance of public opinion, the role of supervision. livelihood, the news columns of living close to both public opinion, there are humane care; existing marketplace chores, but also the vicissitudes of life. aspirations of our community is the mouthpiece of public opinion in life. This section not only loved by the people, but also guide the public to a positive attitude, the relevant state industrial policies of such programs are also given great support.
(2), 2004, the State Administration of Broadcasting, the introduction of a new each program broadcast a day not less than the number of public service ads broadcast on the amount of total advertising 3%.
B, radio, television programs each day, the proportion of broadcast radio and television advertising shall not exceed the set of programs each 20% of the total broadcast day. Among them, the television station between 19:00 to 21:00, the hour of each program shall not exceed the total amount of advertising broadcast broadcast 15% of the total, that is 9 minutes .
C, broadcast radio and television advertising should keep the integrity of radio and television programs, in addition to intermittent paragraphs in the program, the commercials are not free. Apart from 19:00 to 21:00 outside the television episode TV series ( generally 45 minutes or so), you can an ad spots, spots of time not more than 2.5 minutes.
D, broadcast radio and television advertisements should respect the habits of public life, not to 7:30,11:30 to 12 at 6:30 : 30 and 18:30 to 20:00 to play when people are eating can lead to resentment of advertising audiences, such as the treatment of hemorrhoids, athlete's foot and other types of pharmaceutical and sanitary napkins and other hygiene products advertising.
E, radio and television stations should be in strict accordance with relevant state regulations control the broadcast alcohol advertising. each television program broadcast advertising of alcohol a day not more than 12, 19:00 to 21:00 which is not more than two rooms.
Kunming TV concerned about the viewers pay more attention to , then the advertiser resource development efforts.
Overall, the the audience's cultural background
Kunming TV concern, would like to know the big and small. Therefore, as long as we continue to add features to part reflected in the good, do have to truly meet the cultural background of the audience, Overview
present, and outside the two main news sections, there are bar code great pressure on our part construction, mass foundation established to attract audiences in areas such as greater efforts to be extended.
Second, viewers and advertisers of
1, regardless of the audience overall ratings trend
CCTV on national television or on the overall situation, weather, national news, TV series, international news, movies, live large class of programs, integrated art type of program, news commentary type of program, legal type of program, dance music is the type of program viewers more of the top ten category. Although China has made substantial progress in television programs, but there are some deficiencies. Survey data show viewers that the current class news section needs to be improved and resolved are: news reports should be strengthened ; reports on the efforts the people around things, the fundamental reason some viewers. but we still need for further excavation.
addition, from the look of things and people attention, the most a matter of concern to the general public no more than two: First, in their own around, familiar things; Second, relations between themselves, have some effect on their business. The principal means of access to such information through various media.
2, the current attitude of the spectators
A, on night concerned about and relatively prefer.
can be seen from this, knowledge and reputation. but the majority remain in the Perception of cognitive stage. At this time, and then the next round of rational cognition revelation, will play a better coherence and continuity to deepen the role of cognitive and actively to watch the Light concerned B, on the communication through multiple in-depth after a certain recognition, but the probability of the intention of advertising spending relative to the number one competitor Currently, many advertisers in the aging and feminization, involving consumers is relatively small, relatively low purchasing power. and from the relative degree of concern by the audience On the one hand, advertisers are that .
4, the potential viewing audience and the advertisers and purchase behavior
A, the potential audience behavior: for now, the broadcast time and so on, and Currently, similar programs in most advertisers is still popular promotional efforts for a larger mass base, rally successful, would attract a lot of public concern, recognized by advertisers. also the only way to retain customers, advertising costs to advertisers the value of play should be.
Third, the interpretation of the size of the event to form public opinion to help people solve problems.
B, now, News smaller amount of information; news coverage efforts needs to be enhanced.
C, compared with the same column, intensity is relatively weak.
2, . However, the image of the design point of view, visual impact and slightly behind the modern elements, the proposed increase in the deepening.
B, the audience for to obtain the news columns, misunderstanding.
3, criticism of social evils, and supervision in its infancy, has a larger development space and the audience base. Meanwhile, with the changing audience tastes and promotion tend to modernity, the form of personalized news and , the column itself is necessary to change attitude, to gain audience support. On the other hand, information resource development, rich content and interactive reporting performance improvement is our urgent solution.
four, Analysis of competition
1, who, we share is relatively low, the audience also think that not many bright spots, packaging, and other old-fashioned.
B, Kunming TV's own resources: Kunming TV now has a comprehensive, economic life, culture and entertainment, sports, film and television, and public six channels of information, daily news broadcast, economic, cultural, entertainment and sports programs a total of more than ninety hours of television audience of about three million people, is higher in Kunming TV ratings. combined with professional orientation channels are 16 offered a distinctive programs and running the column packing materials of the part 28. These sections covering all aspects of social life, in all times formed its own style, with a relatively stable audience. In recent years, the integration of channel resources, actively carried out in Kunming TV program excellence, innovation, and reform of taking the news that the number of television programs in Kunming been streamlined at the same time, the overall quality and continuous improvement programs, the various channels ratings increasing.
C, concern news, newspaper news; in plain language, objective and fair reflection of social life, telling stories; to interaction with the audience, audience, providing access to major home appliances by the value of a hundred thousand 五百元以上 an appliance. Meanwhile, the part with the Kunming Branch of China Unicom to launch the awards ranging from 2,000 yuan. These two events and the audience closer contact, calls to participate in selection of the most popular news, providing clues to the audience more and more news.
2, br> A, the main competitor: Looking at the current local news sections of similar, but account for a large advantage of the most competitive when the number of television stations in Yunnan bar code characteristics, to avoid some of the people close to the weak and Kunming news theme, people strive to Kunming, the main town of the group set a clear viewing of news brand; symbol, the original meaning of a message summarizing, sorting and retrieval, and to convey meaning, the process and the production and broadcast news programs collate and analyze the information and other similar processes, and the knowledge that, on the law, trying to change the past news reports, , passing voice of the people, to show the relationship between ordinary people and society as the main content, defined as social news, reflecting the program practitioners sought in human care programs, promote social responsibility. program reports can be divided into conventional news style coverage of events, news Survey and analysis of events or news event follow-up reports, news people features, newsmaker interviews, press reviews, the main style of news reporting; program production and broadcast with anchor system.
C, competitor strategies and advantages: colorful packaging, there are modern, and strong impact on the young audience appeal. Meanwhile, the news section is rich in strong reporting style and personality. in the promotion, the team and the press have written in the form of audience awards and a series of effective measures to promote.
3, serve the people, news from Kunming talk. to serve the public. time close to the two columns of different styles, bar code hovering between, during which the , Example Price (yuan) the actual price (yuan) rating points cost (yuan)
city bar 5214064248.7
104270128197.1
1564001920145.6
30128003840291.1
night concern 52200770201
1035001225319.8
1543501522.5397.5
3072502537.5662.5
(Note: The table advertising prices and costs are higher than the rating points to attract the audience to participate in the competition.
five, the overall advantages of a SWOT analysis
, launched earlier and accumulated a large number of packaging experience; 2, won the national press awards, more authority and reliability; 3 a large number of pre-publicity and a series of audience interactive activities, more and more audience awareness; 4, as a key station in Kunming, highlight sections, more emphasis on the leadership department, support large; 5, as the news category columns, more loved by the audience .
opportunity to 1, and local news media, with unique resources of the regional audience, the audience's appreciation of well-known interest in .2, the news style, attention to what people around the part well received by audiences and support; 3, the promotion of innovation strategy can improve the competitiveness part. threat to 1, the audience from the competitors, competition for resources, it will be difficult to change the passive situation; 2, column style has developed its own model, the possibility of change and the direction is unpredictable; 3, promotion the risk of the inevitable unpredictability.
disadvantages 1, the mass foundation is weak, the audience is relatively low approval ratings, the audience is limited population; 2, part old style, a relatively small amount of information, news resources are not abundant; 3, part cost relatively low, advertisers are not highly recognized; 4, the municipal television station resources, the strength is difficult to compete with the provincial units;
Part II:
a promotion strategy to promote objectives
1, known objectives: promotion of cooperation through a series of pre-basis, and earnestly implement the go, so you can make degree increased, naturally the concern of advertisers win. Once the replication of successful, can advertising sales reached an unprecedented height, advertisers will also be greatly enhanced reliability. Thus, in the situation with the advertising agency business units and efforts of Next, enable the : our advertisers, but also from the audience on some level, through the promotion of the implementation of new packaging and positioning, expanding B, from the perspective of audience demand: part of the ultimate goal is to make the audience love and support, by positioning the audience can see the different sections and more exciting style of programming.
C, competition from the perspective of section: to do reform, strategy, go before the competition, catch up with competitors. won the competition to win the audience's victory.
2, Although the elderly than loved by some, but not fully meet the social needs of all sectors of the news has not been touched by the current mainstream view of social groups.
3, series of summary, the situation ad suggested was the old image, highlight the fresh, modern and strong impact of the new style, so packaging needs to reorient part LOGO. (see Annex)
C, style of the program: changes to study journalism in the form, highlight the talk news, commentary on current affairs, features heavy when the wind so easily accepted and loved by the audience.
D, Core Image: continue with action to deepen Communication strategy: mainly to attract the audience, reinforce the basis of news and information, expand the social influence of three aspects, to establish an audience, community, management and other components of the interactive network, to TV programs with the audience, advertisers, and three community the effect of good communication.
Third, marketing strategy and implementation of the draft
1, strategy content and cycles
A, strategy: first launch, building mass base, and increase their social impact. Meanwhile, the part to increase the content of the Change: fresh modern column packing, readable, instructive, directional strong news content and commentary. style. Kunming society by industry representatives, representatives of the people called to watch information, offers discount information, etc., really care about people's life, to facilitate people's lives.
2, to promote content
2005 年 1 month, changes the program formally identified, set up a special promotion group, the leading television station or group of related sections as leader, the situation with the advertising company sent the work to implement the content based on the full in their preparations, preparations include: staff liaison, public relations program development, column packing ideas, information design, media liaison and preparation of hardware .2 formally put into implementation in January, work closely with the various promotional activities, the responsible persons to do related work, according to the order in a planned manner.
A,
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