Zhejiang TV Economic Life Channel "New Car Family" BYD Qin 100 Advserting Planning Program

With the continuous development of China's economy,the development of the automobile industry and the growth of car customers have increased rapidly,as well as the relevant information needs increased significantly,which create a good audio-visual basis and spacefor the media.At the same time,advertising demands of automobile manufacturers and automobile dealersprovide a broad living space of domestic media.In this context,the automobile TV program came into being,automobileTV program is dedicated to the automobile and automobile-related things as the main body of the automobileTV program,the target audience is who has desire to buy a car or interested in automobile information,who also might be a potential consumer.Therefore,the automobileTV program is a good choice for automobile brands to advertise their products,"New Car Family" is a comprehensive car program which made by Zhejiang TV Economic Life Channel(hereinafter referred to as Zhejiang Jingshi).From the current point of view,automobileTV programs have a good ratings and common advertising effect,but "New Car Family" is difficult to avoid problems such as marketing means lag,column stress pressure,coupled with media competitive,automobile manufacturers switch to the status of other media.How to set up advertisement in TV program to achieve better communication effect worth pondering.The theme of this program is to implanted softly the ad of BYD Qin 100 in the"New Car Family"column.We tried to create a new way of implantable advertising,to achieve better advertising communication effect,the ultimate goal is to guide the audience's consumer behavior.