Why can't I see the advertisement of Le Yijia on C

2022-07-22
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"Do you usually watch TV?" I specially asked several colleagues, who, like me, are after 80; And his answer did not come out of my expectation, two words: No. "Why not watch it?" I know why; "Because I usually surf the Internet," they said in unison

last night, a wechat friend asked, "since leyijia is a big brand, why can't I see your advertisement on CCTV?" Before answering this question, let me guess: this wechat friend must be after 70. If he is 80, or even after 90 (such as me), he will inevitably ask: why can't I search you on Baidu (360, wechat, Weibo...)

of course, this question is groundless - otherwise, how can I communicate with you on the wechat platform? However, this hypothesis is still very illustrative, that is: limited by the innate background of the times, people of all ages tend to develop certain specific cognitive habits; Based on this, they often have different channels to obtain relevant information

therefore, before making communication planning, any enterprise must ask itself three questions: what is our brand attribute? What is our brand attitude? What is our brand style? Then, with sober judgment, choose the media that matches itself. Because only in this way can the advertising spread be truly effective, otherwise it can only be advertising - can you imagine that a fresh graduate with a monthly salary of only 2000 will have a desire to buy after seeing the advertisement of BMW

so let me emphasize again: before doing communication, we must first understand our brand attributes, brand attitude, and brand style. Well, back to le Yicha, let's ask ourselves three questions: what is the brand attribute of Le Yicha? Whole household; What is leyijia's brand attitude? Young and fashionable; What is the brand style of leyijia? Wisdom and elegance

for the time being, I don't want to show my attributes and style. Just say this attitude - fashionable and young; That is, after 80 and 90

"do you usually watch TV?" Just now, I specially asked several colleagues, who, like me, are all post-80s; And his answer did not come out of my expectation, two words: No. "Why not watch it?" I know why; "Because I usually surf the Internet," they said in unison

of course, it's too arbitrary to ask colleagues around you so casually and think that consumer groups that meet Le Yicha's positioning don't watch TV; But on second thought, now that even Li Yong and Dong Qing, the two star hosts, have left CCTV, it can be seen that the traditional media is not what it used to be

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