| There are more and more new mediums for advertisers to choose,so they should think about how to optimize mediums and how to communicate with consumers by innovative advertising formats to increase the brand equity and sales volume.The statistical data from Zenith Optimedia shows that global advertising spending of on-line video reached 10.9 billion USD in 2014,and it is projected to get to 23.3 billion USD in Y2017.That’s to say,advertising spending in traditional media has been reduced significantly.The question is should advertisers follow up this buying model or not,less traditional media,but more new media?Meanwhile,on the one hand,some study from USA and China shows that reducing spending on traditional media definitely hurts the sales volume.On the other hand,people are paying more attention on new media,such as social media,but advertising on new media has almost no impact on sales volume or brand awareness.You will find the analysis from two aspects in this thesis by enclosed case study and data research,which are the SWOT analysis on traditional media buying and,the challenge and opportunity from new media buying.When we talk about the traditional and the new,it is about the comparison between regular buying vs content buying,and the comparison between choosing traditional media and new media.Hence,this thesis will help advertisers find out the most effective buying model with highest ROI.At the end of the thesis,SMART TV will also be discussed as a new media buying trend.The advertising buying platform is NOT a single choice between traditional media or new media,and the buying format can be not only regular TVC but also any creative format,such as content integration in drama or general entertainment show.It is suggested that an effective advertising buying model could be regular TVC buying plus content integrated with below-the-line and on-the-line mediums,traditional media leading,supported by new media.In the buying model,the regular TVC buying is to maximize the ROI value,the content integration is to enhance the brand awareness and build up sales volume. |
