My company is engaged in sales of agricultural machinery. Now it is necessary to do some advertising for rural areas. Please give me your suggestions! Thank you all!

If the air is everywhere, then the air is probably mixed with the smell of advertising. In modern society, advertising has truly become another kind of atmosphere around everyone. Even if a person has never seen an advertisement, as long as he still consumes the products of modern society, his life and existence are really affected by advertisements. You can come into contact with advertisements from TV, you can see advertisements from newspapers and magazines, you can hear advertisements from the radio, you can come across or search for advertisements on the Internet, and you can also read them from street signs and flyers. You are exposed to advertisements in various media such as direct mails, direct mails, bus bodies, and subways. If you say that the beautiful pictures and the pleasant sounds are advertisements, you are indeed right. However, such a statement should not be the level of understanding that an advertising professional should stay at. So, what is advertising? Let’s start with the concept of advertising. 1. The origin of the word "advertising" The meaning of the word advertising is not static from the beginning. In English, the word advertising is "Advertising". This English word comes from the Latin word "Advertere", which means "a means used to arouse the public's attention to something and induce it in a certain direction." Japan first translated the word "Advertising" into "advertising" around the fifth year of Meiji (AD 1872). It was not until 1887 that the term began to be used more uniformly. According to Mr. Ding Junjie, a Chinese advertising scholar, "advertising" as a word appeared in Chinese and was used in the early 20th century. When the word was first used in China, it simply meant "widespread announcement." The meaning of modern advertising has been greatly enriched.

2. The definition of advertising Since the word "Advertising" appeared, there have been many definitions of it. There are many representative definitions in each period. News about Product or Service Before 1890, the generally accepted definition of advertising in Western society was: advertising is news about goods or services. The original English text is: News about Product or Service. During this period, advertising was regarded as a means of communication that played an informing role and was similar to news reporting.

Figure 0-1-1

Salesmanship in Print At the end of the 19th century and the beginning of the 20th century, Lasker, known as the father of modern advertising in the United States, began to develop his views on advertising Popularity. Lasker said: Advertising is salesmanship in print. When Lasker proposed this definition, electronic media had not yet appeared, so he could only focus on print media. However, Lasker, who had a keen business vision, used the word "salesmanship" to reveal the core meaning of advertising, that is, advertising is a means of serving sales. This definition was regarded as the golden rule in the advertising industry at that time. Of course, this definition also reflects the early concept of advertising, which is consistent with the early production-centered concept. Advertisers at that time mostly took a sales stance, believing that as long as the product was good and skillfully promoted, the product could be sold to consumers. Today's producers mostly develop and sell products based on consumer needs, and advertisers have also learned to consider how to advertise based on consumer needs and desires. In 1924, the Japanese scholar Nakayama Shizu proposed: "The purpose of advertising is to induce or enhance people's confidence in a specific thing, so that they agree or resolutely implement it. To achieve this purpose is related to the number of advertisements. If If the method, method and timing of use are appropriately selected, even if the frequency of advertising is smaller, satisfactory results will be obtained. Advertising achieves the purpose of sales by promoting the trademark.

” Note 1 Zhongshan Jing’s definition of advertising emphasizes that the purpose of advertising is to persuade. At the same time, it actually puts forward strategic views on how to carry out effective advertising and points out several factors that make advertising effective, namely: the number of advertising campaigns, the use of Zhongshan Jing pointed out the dialectical relationship between the frequency of advertising and whether the method, method and timing are appropriate, which is very enlightening for advertising activities. Zhongshan Jing's definition actually emphasizes "who the advertisement speaks to." , "What ads say" and "How ads say" and "When ads say" should be effectively coordinated.

Business history, cultural records

In 1926, my country's famous Mr. Ge Gongzhen, an expert on newspaper history, put forward his views on advertising in the process of studying the history of Chinese newspapers: “Advertising is the history of commercial development, that is, the record of cultural progress. Human life is becoming more and more complex and perfect due to scientific inventions, and advertising has the function of promoting and guiding life. Therefore, advertising is not only a means for the business community to promote products, but also has the mission of promoting culture and educating the masses. "Note 2 Mr. Ge Gongzhen's definition of advertising emphasizes the important position of advertising in human social life and its important functions.

Pay the fee and deliver the information

1932 In 2016, the American professional advertising magazine "Advertising Age" publicly solicited the definition of advertising from the public. The definition that received the most votes was: "paying the advertiser to publicly express relevant information through printing, writing, dictation, or drawings, etc." Information about individuals, products, services, or campaigns for the purpose of influencing and promoting sales, use, voting, or approval. "Note 3 This definition emphasizes the function of advertising to convey information and the purpose of advertising. The meaning of advertising in this definition also includes the non-pure commercial purpose of advertising.

An influential definition of advertising

In 1948, the committee on Definitions of the American Marketing Association defined advertising. It was revised several times in 1963 and other years, forming the most influential definition to date. Big definition of advertising: “Advertising is the non-personal representation and promotion of ideas, goods or services by an identifiable advertiser, paid by any means. "The most important point of this definition is that there must be an identifiable advertiser in the advertisement. In addition, this definition also emphasizes that advertising is paid and "non-personal." These are important features of modern advertising.

Transmit information and change attitudes

The definition of advertising from the American Association of Advertising Agencies is: Advertising is paid mass communication whose ultimate purpose is to convey information and change people. This definition emphasizes that advertising is a paid mass communication method, and the ultimate purpose of advertising is how advertising works. The advertising effect is produced by changing people's attitude towards the product.

Information exchange

The definition of advertising by the Japan Advertising Industry Association is: Advertising is a clearly stated information sending policy. This definition shows that the Japanese advertising industry has a broader understanding of the meaning of advertising. They regard advertising as an information exchange activity, which actually expands the business of advertising activities. Scope.

A cause of comprehensive significance

The British seem to regard advertising as a more comprehensive cause. The definition of advertising in the "Concise Encyclopedia Britannica" is. : Advertising is a form of information, the purpose of which is to promote goods and services, influence public opinion, win political support, promote a cause, or cause other reactions desired by advertising.

Cultural Function

"Cihai" defines advertising as: Advertising is a way of promoting products, reporting services and entertainment programs to the public. This definition discusses the commercial nature of advertising, but points out the social and cultural functions of advertising. This definition still regards advertising as a form of publicity.

Definition of development

The definition of advertising in "Webster's Dictionary" (1977) is: Advertising refers to promoting the sale of goods and spreading a certain ideology through direct or indirect means. or belief, recruitment to various gatherings and gatherings, etc., in the form of all informing activities.

The definition of advertising in "Webster's Dictionary" (1988) is: In modern times, advertising is considered to be a form of conveying purposeful information using media rather than verbal forms, aiming to arouse people's awareness of Demand for goods and a favorable impression of the companies that produce or sell these goods, provide services for certain non-profit purposes, and express certain opinions and insights, etc.

The changes in the definition of advertising in Webster's Dictionary illustrate that advertising has the characteristics of the times. Different eras may have different understandings of advertising due to different social and humanistic environments.

******The above is a reprint, I hope it will be helpful to you*********

Many friends, especially those who do not know much about the Internet, My friend is not sure how the website makes money. I always think that it is possible for such a virtual thing to make money. I am not talented, so I am writing an essay. I hope it can popularize basic knowledge and let everyone have a deeper understanding of the Internet.

For a website to be profitable, it first needs popularity and features. If there is neither of these, it will be difficult to collect money. After gaining popularity, the general ways to make money should be as follows:

1. Advertising. Advertising is almost the survival magic weapon of portals and most websites. Without advertising, there would be no Internet today. It is the large number of advertisers that promote the vigorous growth of China's Internet. Judging from the revenue structure of portal representative Sina, advertising revenue accounts for more than 1/3, while some smaller ones Websites almost rely on advertising to survive, so advertising is the website's top profit weapon. But not everyone can get advertising resources. For example, with so many people on Sina.com, it is suitable for mass advertisers, while websites like donews, where IT people gather, will definitely get IT advertisers. If it is a local portal, the advertising space should be designed to suit the style of local customers.

Prospect Index: 3.0

2. Mobile proliferation business (SMS). This is almost the most distinctive profit model in the Chinese Internet industry. Unstandardized guidance methods have led to the proliferation of SP companies, and the price of standardization is that both Sina and SOHU are punished by mobile. It can be said that this profit method is not for everyone. People with no background or skills will definitely be killed. The most important thing is: in the long run, the standardized SP market is not as optimistic as imagined. But there is still market demand, which determines that the income from this part will not be too much, but it will definitely not be absent.

Prospect Index: 2.0

3. Games. I believe Shanda will be the biggest beneficiary of online games. They can make money even if they sleep 24 hours a day, while those poor players are upgrading 24 hours a day, all just for virtual self-esteem. Games have supported Shanda, NetEase, and Sina, and the combination of portals and games has been highly praised by people. Numerous game equipment websites, game forums, and teams have been born. 80% of the business of Internet cafes is driven by games. It is almost unimaginable without games. But from the current point of view, public opinion and national policies seem to be starting to become stricter, and online games will definitely be standardized. The barriers to entry will be higher then, but market demand is still there.

Prospect Index: 3.0

4. Chargeable email. Among them, NetEase is doing better. Their VIP mailboxes are selling quite well. Although mailboxes are still in the free era, as customers' requirements become higher and higher, I believe that paid mailboxes will be more suitable in terms of service and style. Target customers can definitely make a lot of money and have a bright future.

If there was a mailbox that was free from spam, was very convenient and fast to send and receive, and had a very comfortable management interface, would you spend 10 yuan a month to buy this service? If you are an ordinary netizen, you may not buy it, but if you are a person who sends a lot of emails, you will definitely buy it. This is the future.

Prospect Index: 3.5

5. Membership fee. This basically falls into the category of e-commerce, and Alibaba is definitely the best. The account number of one of their Chinese suppliers is 60,000 RMB. Of course, this includes the cost of one year of service, but many people still join. Assuming there are 10,000 members, that is 600 million RMB. Thinking about it makes me drool, but this is Not everyone can reach this height. Websites that are worthless are even reposted and no one reads them. There are also some unique industry websites that almost survive by selling membership fees. Everyone has their own way of survival.

Prospect Index: 4.5

6. Information fee. This is almost an extension of the membership fee. The better one is Huicong. Their industry information is very complete, and some analysis reports are really good. The target customers are enterprises. If enterprises have money and market needs, they will definitely have a future. There are also some websites that charge information fees, but there don’t seem to be many that do this on such a large scale. As long as they understand the needs of customers, someone will definitely pay to see the really good stuff.

Prospect Index: 4.5

7. E-commerce. The main ones are B2C, C2C, and B2B. Among them, B2B mainly sells membership fees, and C2C mainly charges transaction fees. B2C is relatively better and can charge corresponding profits. Nowadays, Internet users are very vigilant, and general B2C is more difficult to do. , the entry threshold has been raised, and Dangdang, Excellence, etc. are doing better. B2C is also more suitable for enterprises, but many Chinese enterprises have almost never paid attention to establishing a B2C platform to sell their products. It can be seen that there are How big is the market?

Prospect Index: 5.0

The general profit model should start from the above 7 aspects, but now the entry threshold of the Internet is very high. To truly make a profit, Must take the characteristic route: tap special customers on the Internet==》Develop special themes==》Attract special groups of people (agglomeration effect, word-of-mouth and other marketing methods)==》Advertisements and services suitable for this group

Reference:/articleview/2005-9-1/article_view_393.htm