Interesting advertising words in the cinema

The complete works of interesting advertising words in cinemas

Chapter 1: Analysis of the advantages and cases of film advertising.

Advantages and Case Analysis of Cinema Advertisement

I. Geographical location analysis

Most cinemas are located in commercial complexes, and there are also lifestyle elements such as shopping malls, restaurants, KTV, cafes, dessert shops and bars.

Second, the audience analysis

According to the survey data of CTR20 12, 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-70/80 generation, the backbone of today's society, leading the choice of consumption power, and the online shopping consumption concept is very high.

1, audience age analysis

The cinema audience is mainly 16-45 years old, among which 20-40 years old is the first, accounting for 86%; People aged 20-29 account for 44%; The proportion of people aged 30-40 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. Audience income analysis

At present, the mainstream audience is concentrated in the post-80s generation, 70% of them are white-collar workers in enterprises, and 70% of them earn more than 8,000 yuan a month, indicating that the audience generally belongs to the middle and high income class.

4. Peer analysis

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

5. Analysis of viewing frequency

According to the survey data, 70% 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, with the promotion of movie-watching subsidy activities carried out by banks and cinemas (such as movie-watching activities of China Merchants Bank 1 Yuan and China Everbright Bank 10 yuan, etc.). ), more people will go into the cinema to watch movies.

Third, the combination of various interactive activities.

All cinemas adopt the audience membership system, and the average number of members in a single store is as high as several hundred thousand. Through in-depth cooperation with cinema development, we can enjoy member resources and achieve the purpose of cinema marketing promotion.

1, Weibo, WeChat lottery

Publish activity information in each studio through Weibo and WeChat, requiring: fans @ cooperative merchants, @ three friends will have the opportunity to win prizes provided by merchants.

2. Watching movies and winning prizes

During the event, users will have the opportunity to get prizes provided by merchants when watching movies in various theaters.

3. Redeem points for gifts

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

Fourthly, the evaluation of advertising effect.

1, product impression

According to the audience impression memory survey, more than 74% of the target audience who have seen advertisements or participated in interactive activities have a good impression on the products.

2. Impact on purchase

According to the investigation and analysis, over 68% of the target audience expressed their purchase intention after watching advertisements or participating in interactive activities, and the young audience was more affected, and the audience with purchase intention could reach 8 1%.

3, advertising content identification

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

V. Video analysis

During the summer vacation every year, the film market is a period of concentrated release of large films, and it is also the peak of cinema attendance. Last summer, as many as 23 domestic and foreign blockbusters were released from May to August. As the release plan of new movies can only be determined around the 20th of each month, we can only provide the schedule of new movies released in May this year:

Sixth, some cases.

According to the characteristics of cinema audience and advertisements, the basic expression of cooperative businesses is to expand brand awareness and reputation, establish and spread corporate image and expand market share through cinema advertisements.

Chapter two: Basic copy of movie advertisements.

The Basic Copywriting and Price Explanation of Movie Advertisement

Zhongtian culture advertising co., ltd

20 13.8 film and television advertising department

Film patch advertisement

Film patch advertisement refers to a kind of advertising form that copies enterprise product advertisement or enterprise image advertisement with the film, and uses the huge screen of the cinema to express and play the film with shocking sound power before the film is released. 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 a more direct visual impact and auditory shock.

Advantages of film patch advertising

Internationally, movies, television, radio, newspapers and outdoor are called the five major advertising media. As a new advertising media, 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 strong impact and high arrival rate.

Film advertising price is low.

It is convenient to cooperate with other advertising forms or promotion methods.

Target audience analysis

Gender analysis: the audience watching movies is basically the same as men and women.

Age analysis: Movie audiences are mainly fashionable and high-end young people, with an average age of 29.8. 20-38 years old, the main force in the field of consumption.

Income analysis: the income of movie audiences is generally high.

Educational analysis: the audience is generally highly educated, 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 high-level knowledge.

Occupation analysis: The audiences' occupations are mainly company employees, business white-collar workers, administrators, private enterprise bosses and professional technicians. Comprehensive analysis: Through the above analysis, watching movies is characterized by high education, high income level, high consumption level and younger age.

Focus on the core circle of fashion and high-end consumption. The actual creator of social value and the dominator of family wealth will surely become the leading force of social groups.

Film media agency

Our company acts as an agent for major cinemas in Guangzhou: 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 advertisement. 3. Cinema seat cover advertisement. 4、

LCD screen, lcd advertising machine. 5, LOGO lighting projection. 6. Name of viewing hall

Basic cost analysis

In the domestic market, the price of a 30-second advertisement in a cinema is about 150- 180 yuan/show, and it can also be broadcast monthly or in the lobby. The advertising price of one 15 second in Phoenix Cinema is in 30 yuan (22 shows/day, with an average of 660 yuan/day) and 20 yuan/day in Golden Elephant Studios (30 shows/day, with an average of 600 yuan/day). According to the average of 30 people in a cinema, 600- 1000 people, the total flow of cinemas represented by our company is 3000-5000 people a day, one year down.

Yes100-10.2 million person-times, and the advertising investment per person per game is 0.4-0.6 yuan (RMB/single person/single game). There are many people on holidays, and the number of participants in a single game is about 100. The total number of people attending the movie covers the whole population of Bazhou in the whole year, and the audience rate is 90- 10. For example, 50% off the whole year, the investment of each film.

The price is 10- 15 yuan, and the advertising cost per person is 0.2-0.3 yuan (RMB/single person/single performance).

Intention and scheme of cooperation

1. All cinemas will display corporate publicity materials for free, providing convenient publicity services for your company. 2. Provide movie ticket carrying service and on-site interactive publicity and other activities (such as prize-winning sales, promotion discounts, card booking, product promotion and other interactive activities) for cinema merchants. Are provided by merchants). 3. For group booking, the company provides VIP member price concessions (booking fee is charged according to the number of people), and there is no broadcast fee (except production fee) for booking additional films.

4. The customer micro-publishing platform can join the general customer service platform of Zhongtian Culture Micro-publishing for free. Members can enjoy a 20% discount when they buy tickets in the cinema.

Comparative Table of Preferential Prices for Patch Advertising (Attached)

Three cinemas, three-month preferential price 1 1 ten thousand yuan; The half-year preferential price of three cinemas is 6.5438+0.4 million yuan, and three months of electronic screens (three cinemas) are given away; Three cinemas issued 220,000 electronic screens (three cinemas) a year.

Comparison table of preferential prices for LCD advertisements (attached)

Customers and merchants who have cooperated:

1、 2、 3、 4、 5、 6、

Guo Yun Dongfeng, Kia Automobile Series Advertising Longchi Mingjue Automobile Series Advertising Hengrui Automobile Great Wall, Chang 'an Bank of Communications Series Advertising Mobile Company Series Advertising Bachelor Diamond Advertising

Chapter three: lengthy advertising words

1. Don't repeat sales promotion and advertising slogans.

2. Think with traditional thinking mode (what are we doing; How we did it; Why are we doing this? How do we know if we are doing it right? )

Don't do anything you are not sure about.

4, know your customers, know your brand (positioning)-group qualitative and quantitative survey, pay attention to customer concerns.

5.80/20 (core customers)

6. Customers read what they read, and so do you.

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

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

9. Know your opponent.

10, clear time, clear * * consistent goals, (management, decision-making, front-line employees, customers)

1 1. Develop a clear brand line and clear standards.

12, keep a sense of crisis.

13. Only by eliminating unqualified signals can the quality be guaranteed.

14, improve your research director's attention within the company, listen to his views, and make him a spokesman for consumers, anyone with great management power.

15. External research suppliers remain objective.

16, regularly invite other market research institutions as guests.

17, research competitors, market share

18, don't let the focus group become your creative director, but let the focus group attend the meeting and give them a place.

19, to satisfy customers.

20. Benefits > Advantages > Features

2 1, different

22. Ensure that all advertisements convey the same information.

23, listen to others, marketing personnel, management team,

24. Take a walk

25. Share information with your partner.

26. Cooperation among creative people, researchers and marketers.