In The Advertising Communication Interpretation Of The Inaccuracy Of Precision Marketing

At present, the marketing communications in the enterprise, the guiding role of the advertising communications is gradually being concerned by advertisers. As a way of communications, it is very important that advertising communications'position in the marketing communications. As the development of new media and the mature of audiences, advertising campaigns are gradually developing, from the segmentation of mass communications to focus communications, the further development of"precision communications". In the process of advertising operation, to get the lost-cost and high-valuable of advertisings, advertisers have paid attention to new media and made the precision communications in the advertising communications. According to the theories of precision communications, advertising communications should be to get the valuations of the precision----the precision of processes of communications, the controllability of communication costs, effectiveness of communication effects. However, in fact, the inaccuracy of the precision communications has shown in the advertising communications. The reason is that the current level of media development and the limitations of the process of communication.The paper is based on some researches which involve in the strategies and critical study of new media and the advertising communication of the precision marketing, advertisers can comprehensive understand the precision marketing strategies by interpreting the inaccuracy of advertising communication in the precision marketing.This paper focuses on the procedures of the advertisement communication. The conclusion that precision marketing advertisements can't be absolute"preciseness"and"correctness"but just be close to the effect is based on the fact of criticizing the failure of marketing advertisements from the aspects of disseminator, medium, audience and the results respectively. In the end, I come up with the plan to avoid the inaccuracies of precision approximately.This paper taking ads as the breakthrough point , respectively from the communicator, advertising media, audience and the disseminating effect to put forward the inaccuracy of precise marketing advertising dissemination critically. We can educe that precise marketing advertising dissemination can not reach absolutely "essence" and "precision", only close to accurate unlimited. Finally, the program of maximally eluding inaccurate of precise marketing advertising dissemination is proposed. This paper taking ads as the breakthrough point, respectively from the communicator, advertising media, audience and the disseminating effect to put forward the inaccurate of precise marketing advertising dissemination critically. We can educe that precise marketing advertising dissemination can not reach absolutely"preciseness"and"correctness", only close to accurate unlimited.In the view of the opinion, the stricture of the article is follow up:In the first part, I cleared up the development background and actuality of the precision marketing advertisements, and analyzed the reform of the precision marketing theory, new medium and changes of consumer views. Then I highlighted the core elements of disseminating precision marketing advertisements. I take the point of view that the precision is the trend of mass communication to focus communication. It aims to show the necessaries of precision marketing advertisements.In the second part, I gave a detailed analysis of the inaccuracies of the precision marketing advertisements. My analysis was based on two aspects. One is the consistence of the disseminator and the results. The other is whether the inaccuracy is deliberate or not.In the third part, I deeply analyzed the course of inaccuracy of the precision marketing, which began with the disseminator, media, audiences, communication effect in the process of the communication.In the forth part, aiming at the reasons and manifestations of inaccuracies and the countermeasures, I addressed that the"preciseness"and"correctness"which can't be attained can just improve through technology and managements.Based on the angle, what is an interpretation for the advertising communication effect of Precision Marketing. Its meaning is as follow:The precision marketing, it is a challenge in the advertisement operation of the new media and the theory of precision marketing, broken up the myth which salvation of the new media and the absolute precision. It is a guide meaning about advertisers who made the advertising strategy of the precision marketing and new media. However, it has some value in the theory and practice. First of all, it is conducive to research the advertising communication in the view of the precision marketing. In the past time, some companies made use of the mass communication to get an advertisement effect. But the market environment is changing----focus marketing, integrated marketing, precision marketing. Under the trend, many of the enterprises managers need to change the traditional marketing concept, but to estimate the propagation characteristics, habits of the target consumers, goals of enterprises advertisements and return on the investments in a rational way.This paper point out that the gain and the use of misunderstanding when the advertising investors choose the accurate marketing strategy, trying to analyze the inaccuracy of Inaccurate of the accurate marketing ads to provide theoretical guidance for the choice of the ads media and ads operation strategy of the Chinese companies, to improve the traditional ads theory and new media ads theory. Second, getting more promotion of enterprise in the ad investment more efficiently and more scientifically. Precision marketing ads strategy suggest to carry out ads operation on the base of determining the customers accurately and in detail, increasing the ads launching return rates comprehensively, to make the advertising communication effective, to tell the advertisement investors to choose rational objective comprehensive ads marketing strategy. with compared to other correlation internal studies, this paper innovation point is mainly reflected in the following aspects: First, First systematic analysis for Precision marketing aspects of the inaccuracy Precise combination with the new media marketing and the background of the times,Critically studied the dissemination of accurate marketing effect of the advertisement. Second, the dissemination of the theory and study of marketing theory to effectively integrate the guidance of the operation of enterprises ad. Third, by Communicators, the media, public Interpretation of the effect of some point of the dissemination of accurate and inaccurate marketing advertisement, and the ads and accurate dissemination of inaccurate marketing of circumvention of a reasonable proposal.