Broadcasting in the eyes of broadcasters: audience targeting and advertising characteristics
After gaining an in-depth understanding of the views of the directors or directors of 10 broadcast news or traffic frequencies on the environment and programming development in the broadcast market, the interview continued to focus on the target audience target audience and advertising characteristics of the broadcast.
Beijing Radio News Broadcast, Shanghai People's Radio Shanghai News Broadcast, Shanghai Traffic Radio, Jiangsu Traffic Broadcasting Network, Nanjing News Broadcast, Guangdong Radio Sheep City Traffic Radio, Guangzhou News Radio, Shenzhen Radio News Frequency, Foshan People's Radio FM94.6 and Foshan People's Radio FM92.4
Clear understanding of audience targeting, in advance brewing new media convergence
Overall, from the feedback of the 10 frequencies interviewed, each frequency self-confessed that the current frequency of audience positioning and expectations are basically the same, there is no significant adjustment plan.
News frequency positioning of the elderly, and strive to absorb the middle and high-end crowd
The actual situation of news frequency positioning is basically in line with expectations, which has a lot to do with the properties of the program itself.
News programs attract people with certain life experience, certain work pressure and relative maturity, who pay more attention to the policy direction and economic environment, while young people tend to focus on entertainment, gossip and so on.
From the future, I hope that the audience in the income or academic level is higher, to the middle and high-end people continue to work hard. But at the same time, it should also be taken into account that the old people are different from the old.
For example, now 60- and 70-year-olds, they are the first generation of only child parents, knowledge and culture, broad vision, economic independence, strong spending power, for advertisers, if this part of the people abandoned, it will undoubtedly be a great loss.
Traffic frequency main car crowd, continue to sublimation services and content
First, the traffic information broadcast is "just needed", especially in the more serious traffic jams in the city.
Second, compared with other places, in the car this relatively closed place by other media penetration is still shallow.
After all, in the driving can only rely on "listening" to obtain information, the traditional broadcast fast, timely, interactive strong these competitive advantages in a sense can only be reflected in this special situation in the car, so at present, the traffic frequency can be a punching market is in the car.
Each traffic frequency self-confessed audience positioning is more clear, in the short term will not make a major adjustment.
And to recognize themselves, recognize the situation, do have trade-offs, in the existing market value based on good service, do fine content, in the original positioning of the audience to further sublimation as the current priority.
Each frequency in advance brewing new media fusion, upgrade and adjust the format of the program
In response to the impact from the new media, whether it is news frequency or traffic frequency have a strong sense of crisis, think that the time is not for me, in the end may even the last piece of the car "position" will be invaded.
Therefore, it is necessary to do some pre-integration with the new media, can be presented in the way of the program, language patterns, including interactive form to make further changes, so as not to fight unpreparing for the war。
The geographical characteristics of advertising are obvious, and the three advantages absorb advertisers
Among the major traditional media, broadcasting belongs to the weak media, but he is low-cost, small production, high efficiency to survive, radio advertising is also its unique charm by advertisers.
Broadcast frequency is committed to platform building, to absorb finance, automotive, real estate and other advertising categories
Summarizing the interview of these 10 frequencies can be found that the main types of advertising products absorbed by each platform are mainly financial, automotive, real estate, etc. , located in different regions, different platforms, advertising categories are also different.
From the advertising business model, basically by the specialized advertising department unified operation, frequency more focus on content production, brand promotion and offline activities, etc. , to build a good platform, on this basis, the work of the advertising department to make positive cooperation, understand customer needs, develop personalized programs. Sit down and go out together.
Broadcast advertising credibility, influence and cost-effective advantages are more prominent
For radio advertising to absorb the advantages of advertisers is a variety of different, mainly summarized as the following points:
Credibility,This is the current traditional broadcast to absorb advertising a primary core competitiveness
In a market economy, trust is sometimes more important than gold, and broadcasting, as a traditional media with decades of history, as the mouthpiece of the state, has precisely that ability to trust.
Audience trust this old brand, trust this main frequency, trust the host in it said every word, the product and platform trust connected, invisibly will enhance the value of advertisers' products, which is the Internet and other new media can not be compared at present.
Influence, influence influential people, influence decision-makers, influence thinking people
After years of development, broadcasting has formed its own mature and stable audience, and this part of the population is precisely the mainstream of society, from the perspective of advertisers, is the most valuable group of consumers, is able to influence the direction of society a group. This has also become an important factor in attracting advertisers to traditional broadcasts.
Cost-effective, low price, good results
Compared with other media, such as television, radio advertising is relatively cheap.
At the same time, the characteristics of sound-based broadcasting determine that it can flexibly and easily implement a variety of playback mode combinations, including version updates can also be implemented at any time, but also to ensure that anytime, anywhere to hear.
Tailor-made for specific customers, through three-dimensional planning, including online and offline, as well as the extension of new media, to meet the personalized needs of customers, all-round real effective implantation, which is not a feature of other media, advertisers have a deep attraction.
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