Since the era of integrated marketing communication mediarecent benchmarking self-made media Cheng Ling Feng article says how good your advertising effectiveness, did not expect to soon receive its own advertisers Ming criticism. Ming stressed that he cast a lot of advertising, advertising effectiveness can not be said of it from the media better than other media advertising effectiveness. In particular, a good multi-media advertising effectiveness there is a 'unmeasurable' situation. This is a very typical case, its emphasis on 'immeasurability' called the advertising and marketing industry, 'Goldbach conjecture', Wanamaker once said, 'I know half of my advertising is wasted, But I do not know which half is wasted. ' That is the case - diagnostic dilemma advertising effectiveness principles and methods in order to break this problem, the entire advertising industry made a lot of effort. Twenty years Classic Nike Air Force 1 High Womens All Purple Shoes ago, the US findings on the audience's attention is that a consumer will be exposed every day to the city more than 170 brands, but after 24 hours, no more than three can remember. This is consistent with people's memory curve, it is easy to understand. But in the 2012 Journalism and Communication of Peking University to do a small sample survey, indicated in the Internet age, a daily Internet users access to information on more than 400 brands, but after 24 hours can remember, still no more than three. And the audience does not distinguish between sources of information on these three brands. Internet users more forgetful. This relates to the question of a brand message exposure frequency intensity storm drain, in Mr. Ye era, emphasizing an advertisement to be repeated twenty-one will be effective. Shi Yuzhu Melatonin is a distinct practitioners. But how to take this degree, it is difficult. But according to previous with Ogilvy, Publicis and several corporate marketing department communicating with friends discover new media in recent years due to changes in information overload, so that the audience seemed to become more forgetful. We have to add more to put the amount of information so that the audience remember the brand. But put the amount of increase is not permanent solution. We see the figure this is the second factor theory model for repeated storm drain, and it wants to explain the content is easy to understand: you are in a storm drain too little per unit of time, users did not respond, the equivalent of your advertising Genuine Nike Air Force 1 Unisex White Pink Shoes costs for naught before . You storm drain too much time in the unit, the audience will have ad rebellious, so might as well not advertise. Therefore, a good media manager or advertising personnel, advertising frequency slightly will overflow arrangement which is not oppressive to the user's bottom line. Problem here, in this era of fragmentation, it is hard to grasp exactly what a user in the end in contact with what the media, and in order to calculate the cumulative effect of advertising, and ultimately make the final in the media decision-making. A simple analogy is that you can not eat because eating three bread, and said the first two buns are in vain. In order to deliver accurate and persuasion, many tech companies are adopting such propagation models. The operating cycle of this model is probably two months to three months, probably full of the story clearly. But from this model we should be able to see, from the media, especially the micro-channel public account of this from the media, it is difficult to assume 'provides complete information on the official' role and 'depth explanation and decision-making'. This from the media, on the phone to read, regardless of reading and reading experience also carries environmental media information form, can not pass too complex information. For example, I figure above these small fonts in PC barely speaking, speaking on the phone mad. The above model is still far from integrated marketing communications (IntegratedMarketing Communication, IMC). IMC out after 1992, many domestic advertising company to put this theory as a theory to use the media mix rather than on its implementation in the creative side. Later, people see those people are IMC, but the real capacity to implement IMC is certainly only very rich media and creative companies Nike Air Max 90 VT large 4A. Unfortunately, in recent years, China's media in transition too quickly, in two or three years the rise of the mobile Internet, a lot of the decline of traditional media, traditional advertising theories abound eliminated a large number of new media, including microblogging, letter, and so on massive independent blog emerge. Especially this from the media, to engage everyone can put their social relations transformed into the audience, transformed into media. Advertising and PR industries more difficult to do, and advertisers are more difficult, and the entire industry to transform itself in a painful, are looking for a way out in fear, the pressure to drink coffee by the pounding his legs where middle managers passed to the junior staff who work hard, so always coming out of 2015 Latest Nike Shoes the dead inside the industry, this is the most horrible disease trillion. Fortunately, a new generation of Nike Air Max 90 Current media eventually support a large number of needs of advertisers, this generated a lot of demand-driven alliances and new media advertising agency. Produce these organizations serve as advertising and public relations IMC standardization and reconstruction in the new media environment provides the foundation. Therefore, when we look back this dispute between Cheng Ling Feng and Ming, I think more because the process did not always eat the loss of culture, do not understand the theory of knowledge market caused. I do not blame him, he is a media person, she is not responsible for the market to work. In fact, I hope Nike Air Max 95 360 that Cheng Ling Feng Ming and can put things together to fry it. As a result, the brand message can be implanted in a quarrel Ming, Ming help expand brand awareness. Place your ad will not complain from the media at a disadvantage. Secondly, we can help return Cheng Ling Feng Technology circle - his recent performance is more like a kind of Qigong masters like Ma, science and technology circle looking forward to his lost and found. Three years, this speculation can benefit both parties mutually generate real value, but also witness the value from the media. Not because the industry decline and excessive consumption iconic figures Popular Nike Air Force 1 Mens Blue Green Shoes and hurt others. Author: Dong Tao