06 January To October Of Washing Machine Print Media Advertising
06 January To October Of Washing Machine Print Media Advertising
2006, the domestic washing machine industry, relatively stable pattern of brand competition. Although Haier, Little Swan, Rongshida, Siemens and Panasonic brands in the market share battle for frequent moves, while beautiful, is Bosch’s high-profile into the washing machine for the current market structure brought many variables, but by 2006 1 ~ 10 months of monitoring data print media ads can be seen washing machine industry still maintained a relatively high concentration of market brand, operating relatively stable development momentum. Print media under the HC network monitoring data (the hard covering 24 brand advertising, advertising covers 21 brands of soft), 1 October 2006, washing machine industry hardware advertising volume 960 times advertising cost more than 36.79 million yuan, of which Hard advertising expenses accounted for the top eight brands to the industry’s total ad volume, the total cost of 91% and 94%; soft advertising volume of 3668 times the total number of soft ad text 331.1 thousand words, the frequency of the soft advertising Top top ten brands accounted for 91% of the total and 92% share. Advertising sales efforts with the peak season demand Through the washing machine ads in different time were compared, companies advertising on the hard and soft advertising efforts to put the situation with the ups and downs of market fluctuation, “Five? 1″ and “10? 1″ before the Golden Week 4 month and September is the relative concentration of washing machine business ads two months. Choice in advertising, higher frequency of use of soft advertising, 1 October 2006, the soft ad running 3.8 times more than hard advertising, which advertising trends and other home appliances maintain consistency. 2006, the washing machine industry, print media advertising hard relative peak appeared at 1,3,4,9,10 few months, compared with the delivery frequency, delivery costs in the month of volatility could be more significantly (see Figure 1). September 10, 2006, 1 washing machine in mid-corporate advertising in print media put up a hard month, over 208 a total cost of nearly 7.18 million yuan, while the previous four months, running frequency has remained relatively flat trend. From 1 October 2006, the hard costs of advertising a single trend terms, in January single ads cost nearly 48,000 yuan in a high opening, 1 May began to decline month by month, in May after a single advertising costs monthly rise in October, a single advertising costs to reach 6 million, the highest value. Track ads with the same hard, soft washing machine industry, print media advertising in the same relative peak in April and September (see Figure 2). September 10, 2006, 1 mid-volume print advertising the most soft-month, up to 791 times, total number of words 651 000 words. February’s launch frequency and number of words are the lowest within the first ten months of 2006, 3 to 4 months, running frequency and number of words are up in the trend. May, June, July and August, the washing machine brand is less sensitive to the soft advertising, in October of running intensity greater than the decline in September. From the first ten months of 2006 single words soft advertising trends look to May for the community, 1 May, the overall number of words a single soft advertising trends were increasing month by month, in May, the single words down month by month, May the soft advertising up single words, more than 1,100 words. Washing machine industry, print media advertising hard and soft advertising market launch and sales of washing machines is closely related to the actual needs, in some before the arrival of the peak holiday sales, or new products will soon be put on the market, the washing machine manufacturers often have a lot of advertising to publicity drive market. For the good publicity the “carrot and stick” Running hard advertising works from a different side to show the brand’s market positioning and branding at this stage target. 1 October 2006, Haier, Panasonic put the number of hard advertising over many competitors were 453 times and 221 times, running costs were 14.52 million yuan and 657 million (see Figure 3), the highest in the industry flat washer Hard top two advertising media, big-budget ad spending for washing machine Haier and Panasonic brand among consumers enjoy a high reputation.