Interesting advertising words in the cinema

Encyclopedia of Interesting Advertising Words in Cinema

Part I: Analysis of the Advantages of Cinema Advertising and Some Cases

Analysis of the Advantages of Cinema Advertising and Some Cases

Part I: Analysis of Geographical Location

Most cinemas are set up in commercial complexes, and they also gather shopping malls, restaurants, KTV, cafes, dessert shops, bars and other lifestyle elements.

second, the analysis of the audience

according to the survey data of CTR in 2112, the average age of the audience is 27 years old. Their monthly income level, consumption concept and requirements for quality of life make them "opinion leaders" in the circle. They are the leaders of the post-71/81 generation, the backbone of today's society, leading the choice of consumption power, and have a high concept of online shopping consumption.

1. Analysis of the age of the audience

The audience in the cinema is mainly the group aged 16-45, among which the group aged 21-41 ranks first, accounting for 86%; The proportion of people aged 21-29 is 44%; The proportion of people aged 31-41 is 42%.

2. Analysis of the education level of the audience

College degree or above ranks first among movie audiences, accounting for 88%; Followed by high schools and primary schools, most of the audience have received higher education.

3. Analysis of the audience's income

At present, the mainstream audience is concentrated in the post-81s generation, 71% of the audience are white-collar workers in enterprises, and 71% of the audience's monthly income exceeds 8,111 yuan, indicating that the audience generally belongs to the middle and high income class.

4. Peer analysis

There are relatively few consumers who go to the cinema alone, accounting for only 7% of the total. 93% of consumers will watch with others, and the most frequently chosen viewing companions are friends, lovers, classmates and partners.

5. Analysis of movie-watching frequency

According to the survey data, 71% of users watch movies 2-6 times a month, and watching movies has become a normal pastime for people's life and entertainment. In addition, the promotion of movie-watching subsidy activities carried out by banks and cinemas (such as China Merchants Bank's movie-watching activity in 1 yuan, China Everbright Bank's movie-watching activity of RMB 11, etc.) has prompted more people to enter cinemas.

III. Combination of various interactive activities

All cinemas adopt audience membership system, and the average number of members in a single store is as many as several hundred thousand. Through in-depth cooperation with cinemas and * * * sharing membership resources, the cinema marketing promotion goal can be achieved.

1. Weibo, Wechat Lottery

Publicize the event information through Weibo and Wechat in various studios, requiring that fans @ cooperative merchants, and @ three friends will have a chance to win prizes provided by merchants.

2. Movie-watching Awards

During the event, if users watch movies in various cinemas, they will have the opportunity to get prizes provided by the merchants.

3. redemption of points

members of the studio can redeem the prizes provided by the merchants according to the points.

IV. Evaluation of advertising effect

1. Impression of product

According to the survey of audience impression and memory, over 74% of the target audience who have seen advertisements or participated in interactive activities have a better impression of the product.

2. Investigation and analysis on the purchase impact

More than 68% of the target audience indicated that they would purchase after watching advertisements or participating in interactive activities, and the young audience was more affected, with 81% of the audience having the purchase intention.

3. Recognition of advertising content

The audience has the highest recognition of "young" advertising, reaching 73%, followed by "high-end" advertising, reaching 49%.

V. Analysis of movie news

Every summer vacation, the movie market is a period of concentrated release of blockbusters, and it is also a continuous peak of cinema attendance. Last summer, there were as many as 23 domestic and foreign blockbusters released from May to August. Since the release plan of new films can only be determined on the 21th of each month, we can only provide the schedule of new films released in May this year:

VI. Some cases

According to the characteristics of cinema audiences and advertisements,

chapter 2: basic copy of movie advertisement

basic copy of movie advertisement and price explanation

Zhongtian cultural advertisement co., ltd.

film and television advertising department in August 2113

film patch advertisement

film patch advertisement refers to an advertisement form in which an enterprise product advertisement or an enterprise image advertisement is copied together with the film, expressed by the huge screen of the cinema and broadcast before the film is shown. Also known as follow-up advertising. The movie screen is wider than the TV screen, the picture is real and clear, and the powerful sound effect gives the audience more direct visual impact and auditory shock.

advantages of film patch advertising

internationally, film, television, radio, newspapers and outdoor are called the five major advertising media. As a new advertising medium, film patch plays an important role in all advertising media.

Compared with the traditional four major media advertisements, the film patch advertisement has the following advantages: the film patch advertisement has a strong impact and a high arrival rate

The film patch advertisement is low in price

It is easy to cooperate with other advertising forms or promotion methods

Target audience analysis

Gender analysis: the male and female audience are basically the same

Age analysis: the film audience is mainly young people with high fashion, with an average age of. 21-38 years old, the main force in the field of consumption.

income analysis: movie audiences generally have higher incomes.

education analysis: the audience's education level is generally high, and the group with high knowledge level has a considerable sense of identity with western culture; The concept of leisure and entertainment in life has a great influence on the high-level knowledge.

occupational analysis: the audience's occupations are mainly company employees, business white-collar workers, administrators, private enterprise bosses, and professional and technical personnel. Comprehensive analysis: According to the above analysis, watching movies is a core circle with high cultural level, high income level, high consumption level, young age, < P > attention to fashion and high-end consumption. The actual creators of social values and the dominators of family wealth will surely become the leading forces of social groups.

Acting as an agent for cinema media

Our company acts as an agent for major cinemas in the state: Phoenix 3D Cinema, Bazhou Cinema, Golden Elephant Cinema, East Station Cinema and time warner Inc. International Digital Cinema.

Cinema advertising form

1. Pre-screening patch. 2, photo scrolling screen advertising. 3. Cinema seat cover advertisement. 4.

large LCD screen and lcd advertising machine. 5, LOGO light projection. 6. Title of the movie theater

Basic cost analysis

In the domestic market, the price of a 31-second advertisement in the cinema is about 151-181 yuan/field, and it can also be broadcast monthly or in the lobby. The price of a 15-second advertisement in Phoenix Cinema is in 31 yuan (22 shows/day, 661 yuan/day), and in Golden Elephant Studios, it is in 21 yuan (31 shows/day, 611 yuan/day). According to an average of 31 people in a cinema, counting 611-1111 people, the number of people who go to the cinema represented by our company is 3,111-5,111 in a single day, which is 1-1.2 million in a year. The advertising investment per person per show is 1.4-1.6 yuan (RMB/single person/single show), and the number of people who go to the cinema on holidays is higher, and the number of people who go to a single show is basically the same. If the annual fee is 51% off, the investment price of each movie will be 11-15 yuan, and the advertising investment cost of each person will be 1.2-1.3 yuan (yuan/single person/single show).

Intention and Scheme of Cooperation

1. The publicity materials of the enterprise are put in each cinema free of charge to provide convenient publicity services for your company. 2. Provide movie ticket carrying service and on-site interactive publicity and other activities for merchants in various cinemas (interactive activities such as prize-winning sales, promotion discounts, card booking, product promotion, etc. are provided by merchants). 3, group booking, the company provides VIP membership price concessions (according to the number of people to charge the booking fee), and the booking of additional films does not charge broadcast fees (except production fees).

4. The customer micro-publishing platform can join the customer service platform of Zhongtian Culture Micro-publishing for free. 5. Members can enjoy a 21% discount on ticket purchase in cinemas.

Comparison table of preferential prices for patch advertisements (attached)

Three cinemas, with a preferential price of RMB 1,111,111 for three months; The preferential price of three cinemas for half a year is 1.4 million yuan, and electronic screens (three cinemas) will be given for three months; Three cinemas send 221,111 yuan a year to electronic screens (three cinemas) throughout the year.

comparison table of preferential prices for LCD advertisements (attached)

customers and businesses that have cooperated:

1, 2, 3, 4, 5, 6,

Guoyun Dongfeng and Kia Motors series advertisements Longchi MG Automobile series advertisements Hengrui Automobile Great Wall and Chang 'an Bank of Communications series advertisements Mobile Company series advertisements for singles and diamonds

Chapter 3: long advertisements

. How do we do it; Why should we do it? How do we know whether we are doing it properly?

3. Don't do anything that we are not sure about

4. Know your customers, know your brand (positioning)-organize qualitative and quantitative surveys and pay attention to what customers are concerned about

5, 81/21 (core customers)

6. What customers read and see, The same to you

7. Know your brand image (brand essence, brand personality, brand promise, brand license, product advantages)

8. Know your products (quality, value, patent, convenience, use, popularity, history: founding history, evolution process, events that happened last year, major events)

9. Know you. (management, decision-making, front-line employees, customers)

11. Develop a clear brand line and clear standards

12. Maintain a sense of crisis

13. Eliminate unqualified signals to ensure quality

14. Improve the attention of your research director within the company and listen to his opinions. Let him be the voice of consumers

15. External research providers should be objective

16. Other market research institutions should be invited as guests on a regular basis

17. Research opponents and market share

18. Don't let the focus group become your creative director, but let the focus group attend the meeting, so that they can have a place

19 and satisfy customers < Advantages > Features

21, being different

22, ensuring that all advertisements convey the same information