DM ad formats and DM advertisers groups(DM广告形式和DM广告客户群体)
DM ad formats and DM advertisers groups(DM广告形式和DM广
告客户群体)
DM ad formats and DM advertisers groups
What is the DM
The domestic advertising leaflets called DM, but it is not accurate.
DM is the omission of English direct mail advertising, translated literally as "direct mail advertising", that is, by mail, gift and other forms, the publicity to the consumer, the home or company location. Also described it as direct magazine advertising (magazine advertising). There is no essential difference between the two, and both emphasize direct delivery (mailing).
Therefore, DM is different from the traditional advertising media: newspapers, television, radio, Internet and other new advertising media. Traditional advertising sells media for content, and then issues the issue two times to advertisers, while DM sells direct consumer advertising channels.
DM has broad and narrow sense, broad sense includes advertising pages, such as the familiar streets and lanes, supermarkets spread leaflets, KFC, McDonald's coupons can also include; in narrow sense only means setting one type of advertising Jina album pages in more than 20 to more than 200 page range, such as Jinhua the "Ying Zhi" pages - fashion life is only 28 pages, and Ji'nan's "fine" is more than 100 pages of advertising.
1, DM advertising magazine price can not be sold, can not receive subscription fees issued by the user, can only be free of charge;
2, DM advertising has Industrial and Commercial Bureau approval advertising to advertise;
3, at present, we can cooperate with the DM of the post and telecommunications bureau.
DM doesn't seem to be that lucky in china. As we all know, the postal industry is one of China's most controversial monopoly industries. As a monopoly under the monopoly of the postal service, the day of DM is not smooth sailing, and it has not improved much. According to the postal administration in Guangzhou market survey data show that in Guangzhou individual consumers use postal business conditions in the proportion of business letters, mail advertising accounted for only 0.7%, accounting for 1%, while advertising postcards of the most poor, only 0.2%, this figure also very little on the other hand reflects the embarrassing situation of DM in China encounter.
DM is China advertising blind spots, it has a lot of space to be expanded, its rise seems to be the point the day and await for it for four reasons: first, the development of modern postal service, the state policy support, to provide sufficient space for development of DM; second, to break with some special industry monopoly that will inject new impetus to promote the continuous development of DM, DM; third, the master is the direct users, manufacturers by middlemen less affected; fourth,
compared with other traditional advertising media, advertising and autonomy in favor of DM operation.
The advantages of DM are obvious:
1.DM is different from other traditional advertising media, it can select target object, have a definite object in view, and reduce waste.
2.DM is the direct selection of the object of direct implementation of advertising, advertising recipients tend to produce other traditional media can not be compared to the sense of superiority, so that more independent attention to its products.
3., "one to one" direct transmission, can reduce the objective of information transmission in the process of volatilization, so that the advertising effect to maximize.
4., will not cause direct competition of similar products, is conducive to small and medium enterprises to avoid confrontation with large enterprises, and concentrate on the development and expansion of enterprises.
5., you can choose your own advertising time, area, flexibility, and adapt to changing markets.
6. want to say, not for the length of the tired, advertisers are not "the palm of the meat, so the time to bear, troubled, can enjoy the praise of goods, so that consumers understand the full range of products.
7., freedom of content, informal form, is conducive to the first time to catch the eye of consumers.
8., information feedback in a timely and direct way, is conducive to two-way communication between buyers and sellers.
9. advertisers can according to the change of the market, follow the market, to regulate advertising activities.
10., get rid of middlemen control, buyers and sellers are happy.
11.DM advertising effectiveness can be measured objectively. Advertisers can redeploy advertising fees and adjust advertising plans according to this effect.
DM has many advantages,
But in order to achieve the best results, there will be strong support from three conditions. First, there must be an excellent commodity to support DM. If you are a far cry from the transfer of goods and DM information, and even fake and shoddy goods, regardless of your DM blowing again as if it were raining flowers market or to abandon you. Second, choose your advertising target. Good DM, good products, also can't cast pearls before swine, otherwise it is a dead end. Third, consider what kind of advertising means to impress your god. As the saying goes: the hearts and minds. Clever advertising appeals will make DM have half an effect.
Make DM better
Though there are many advantages of DM, not necessarily your DM will love everyone. It is a good thing, like a piece of precious stones, if its flash point is not known around the world, it was just a stone. A good DM is not blind. When designing DM, it would be helpful to improve the advertising effectiveness of DM if it had been taken into consideration before its advantages. DM design and production methods, as follows:
1. design personnel to have a thorough understanding of the psychology of consumer goods, familiar with the habits and rules, we can win.
2., the beauty of the heart, everyone has, so the design should be novel and creative, print to delicate, beautiful, attract more eyeballs.
The design form of 3.DM can, depending on the particular circumstances of flexible, free to play the game.
4. take full account of its folding method, size, actual weight, and easy to post.
5. can play some tricks in the folding method, such as reference China traditional art of origami, let people find everything fresh and new, but remember to accept mail easy to read.
6. pictures, choose more strongly associated with the transmission of information to stimulate memory pattern.
7. consider the charm of color.
8., good DM don't forget to expand in depth, forming a series to accumulate advertising resources. In the eyes of ordinary consumers, DM and the streets sporadic tabloid is not much difference, printed rough, poor content, is a kind of escape advertising waste. In fact, in order to impress the consumers is not the heart of stone, not in your DM a deep effort is not enough. In DM, the quality is often a step away from junk. To make your DM a quality rather than a junk, you have to use some effective advertising techniques to improve your DM. Effective DM advertising skills will make your DM look more beautiful and more attractive and become a bridge for good interaction between enterprises and consumers. They include:
1. select the appropriate delivery object.
2. beautifully designed envelope, with aesthetic capture.
3. write the main content on the reverse side of the envelope to improve your reading rate.
4., the address on the envelope, the recipient name should be written neatly.
5.DM had better include a letter to consumers.
6. write up the letter and write the recipient's name to make it feel more intimate and interested in reading.
7., the classical style of writing should be sincere, rich in
human interest, warm and courteous, so that the recipient feel warm.
8., the content should be concise, but the purchase address and method must be clearly explained.
9. attach a questionnaire or order form.
10. using ordinary letters, the recipient is thought and letters, can improve the opening rate.
11., the design set up postures, series to attract attention.
12., try to guide consumers to repeat reading, and even as a collection of art.
13., the consumer feedback should be dealt with in a timely manner.
14. repeat mail can deepen the impression.
15., the visual situation needs to adopt a single hair, stage or repeatedly, and other forms of delivery, distribution.
16., multi use inquiry DM, because it usually encourages consumers to answer questions by way of encouragement, play a two-way communication role, more interesting than the introduction of DM consumer interest.
Believe that read the above introduction, you should know something about it.
In fact, where there is a commodity, there is advertising, where there is advertising, there is DM. Therefore, this customer base, who can not say specific, and only rely on your ability to smell the market!
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