In recent years, the development of mobile Internet and the expansion of new media communication channels have given microfilm advertisements a broader marketing platform. Micro-film advertisements have developed rapidly, with thousands of micro-film advertisements put in in 20 14 a year. The overall quality of micro-movies is inversely proportional to the number of growth. In the micro-movies generated by commercial elements, a large number of micro-movies have the same problem, that is, there is a lack of coordination and pertinence between the plots, contents and advertisements in the micro-movies.
Although there are a variety of expression techniques in micro-film advertisements, they are still shallow and single in specific applications, failing to combine the characteristics of the audience with the plot, lacking expressiveness, and it is difficult to attract the audience's * * * and attract their continuous attention. This is mainly due to the lack of investigation on the necessary cognition and attitude of the audience and the lack of understanding and analysis of the audience's movie-watching behavior in the process of advertising communication by using micro-film advertisements. What kind of products and brands are suitable for the marketing of micro-film advertisements? This needs to be determined by investigating the consumption habits, purchasing power, actual users and social behavior habits of the audience.
Audience viewing behavior characteristics
1. viewing characteristics. According to the survey data, the audience mainly watches micro-movie advertisements through video portal software (such as Youku, Sina, iQiyi, etc.). ) and social networking sites (WeChat, QQ, Renren, etc. ), there are also a few viewers who recommend it through outdoor media and family and friends. It can be seen that microfilm is mainly known to network users by means of the fission spread of the network. As the product of the continuous development of network and new media, micro-film advertisements have a rapid growth of mobile users, and its powerful diffusion speed and sharing function have become an important channel for audiences to contact micro-film advertisements.
On the theme of watching movies, the audience's obvious preference for the theme of micro-film advertising is mainly youth campus, life inspiration, charity and humor, and the theme close to life is more likely to make the audience feel emotional. The advertising duration should be controlled within 10 minutes, and the fragmentation time of the audience should be grasped, such as surfing the Internet, boring waiting, taking a rest, etc. Cleverly fill in the advertisements with popular elements of interest to the audience, such as creative storylines and big-name stars.
2. Behavior characteristics after watching. Through the attitude scale, the audience's viewing behavior is transformed into a statement with subjective views, which is divided into five levels: "very agree" to "very disagree", and the audience chooses according to their actual situation.
This paper analyzes the social behavior habits of the audience of micro-film advertisements from three aspects. First, less than 30% of the audience have noticed whether the brand in the advertisement will be further inquired, which can deepen the brand impression to a certain extent, but the audience's enthusiasm for continuing to search and pay attention to advertising information is not high; Second, whether micro-film advertisements will be forwarded and shared with others, and the proportion of choosing to share with others is basically the same, indicating that there is no obvious tendency to forward and share advertisements, and most people watch them with an entertainment mentality; Thirdly, less than13 of the respondents said that watching micro-film advertisements would increase their desire to buy, but generally speaking, it is difficult to form direct purchase behavior in a short time.
3. Consumer behavior characteristics. The main audience of micro-film advertisements is the post-90s generation, which is the main force to promote consumption today. The economic foundation of this group is relatively weak, especially the students' main source of income is family, but their consumption desire exceeds their purchasing power and they have a high impulse to buy. Generally speaking, the process of consumer behavior includes determining demand, collecting information, evaluating scheme, purchasing decision and post-purchase behavior.
From Maslow's hierarchy of needs theory, the hierarchy of needs of young people is not high. In addition to the basic needs, compared with the consumption characteristics of other age groups, the outstanding needs are individuality, pursuing the unity of self-individuality and brand characteristics, showing their individuality and uniqueness through brands or products, and "buying if they like"; In terms of information collection, it can be seen from the questionnaire data that the average online time of this group is 5 hours a day, and the network has become the media they contact most. Due to the lack of purchasing experience, it is greatly influenced by opinion leaders and public opinion environment, and relies on word-of-mouth communication among classmates, colleagues and netizens. In the evaluation scheme, every consumer will consider several main evaluation criteria. Generally speaking, young people have some internal needs when evaluating substitutes, such as brand, visual enjoyment (style, color, etc. ) and auditory enjoyment (others' evaluation), and it is the key to grasp the primary internal needs; In the purchase decision, young people's purchase decision is biased towards products with rich brand culture connotation, strong public opinion influence, high exposure and strong personality; In post-purchase behavior, young people have a proactive personality, which makes them willing to try novelty and pursue excitement, like to choose among various brands, have low brand loyalty, and lack the initiative to spread the buying and using experience.
The core marketing of micro-film advertising is to endow the story advertising content, the theme of watching movies and the elements of interest to the audience, and to infiltrate the product into the story as an important role, so that the audience can actively participate. The channels and methods of delivery should conform to the media used by the audience. At the same time, we should control the duration and viewing time of advertisements, and strive to make the audience concentrate on remembering and recalling advertisements.
On September 25th, the much-anticipated premiere of Tony Leung Chiu Wai's new film "Eye" can inspire micro-film advertising. The micro-film advertisement only lasts for 3 minutes, and the advertisement tells a story with a pair of eyes. Tony Leung Chiu Wai, like a long-lost friend, gently greets you: "Long time no see, how are you recently?" "Even if you have food and clothing, you feel that you need care everywhere." "Only oneself can be perfect, and only the present can be cherished." Every sentence completely hit the soft underbelly of women and flowed into the hearts of the audience. Let every woman sitting in front of the TV fantasize that she is the "little girl who never gives up". This "exquisite story", which is full of international luxury brand style without losing its temperature, has successfully aroused the feelings of urban female consumers who have wealth and great potential consumption power and pursue connotative quality. They are eager for emotional warmth and spiritual understanding and consideration, and need the support and care of family and love while pursuing career success.
Marubi adheres to its brand positioning-eye care, and transforms it into "eyes". Through the vivid interpretation of Tony Leung Chiu Wai's charming eyes, supplemented by concise but temperature-sensitive image style, warm lines and touching words, it deeply touched the inner softness of modern women. When they buy this brand of cosmetics, they will recognize Marumi's brand concept of "caring for women" and form a self-concept, forming a strong emotional preference, thus rapidly enhancing their goodwill towards the brand. According to relevant media reports, the film has been broadcast for less than three hours, and the search volume of "Tony Leung Chiu Wai" and "Marubi" on the Internet has soared sharply, with the cumulative number of hits on major video websites exceeding 30 million, and the discussion volume on related topics in Weibo has also broken through 100 million in an instant.
Wechat friends circle accurately covers women all over the country every other day, triggering a new round of screen effect. At the same time, this micro-film advertisement also inspired the unique long tail effect of social media. Some netizens spontaneously launched the topic of "learning from Tony Leung Chiu Wai's eye play" on Weibo, which attracted many talented people to show their eyesight. Even Huang Zulin, a star who has always been famous for "imitating the emperor", joined in and formed another wave of communication climax. The number of discussions on related topics in Weibo continues to climb to nearly 300 million. Therefore, whether it is content, duration or channel, the story of micro-film advertisement should develop in the direction of "making the advertisement close to the audience and letting the audience walk into the advertisement".
The attitude of the audience of microfilm advertising
1. Tolerance of advertising. In the era when the audience hates hard advertising, product placement, film and television advertising, does it mean that advertising can no longer arouse the interest of the audience? From the data of attitude scale, it can be clearly concluded that the audience did not blindly exclude all kinds of advertisements, but also expressed their optimism about the development of micro-film advertisements. It is very unlikely to actively search for micro-film advertisements, but more than half of the respondents can watch at least one micro-film advertisement completely, which reflects the audience's high interest and patience in watching micro-film advertisements passively.
At present, there are many problems in the micro-film advertising market, such as the blunt implantation of advertising information, improper grasp of advertising frequency and lack of innovation in content. Regarding the frequency of advertising information, it is not that the higher the frequency, the better the communication effect. The results of in-depth interviews also show that excessive advertising information frequency will cause viewing experience and even disgust. Micro-film advertisements are flooded with media, and it is difficult to arouse the interest of the audience in the end.
2. Attitude towards the advertising effect. About 45% of the respondents said that micro-film advertising has advantages over other forms of advertising, because its form is attractive, which can better convey brand culture and easily transfer goodwill to products or brands.
Although microfilm advertisement is a medium and means of commercial communication, it cannot be regarded as an advertising propaganda film. What attracts the audience is the touching plot, novel shooting techniques, content close to reality and just the right time. If the commercialization of micro-film advertisements is too obvious, focusing on the information such as product price and manufacturer will not only fail to achieve the established marketing effect, but also easily arouse the resentment of the audience and have a negative impact on the brand image.
The micro-film "Looking for Love from the Heart" co-produced by Singapore Tourism Board and Ariel Lin can give us a good inspiration. Carrying the audience's enthusiasm and fans caused by the original drama "I may not love you", the micro-film advertisement is titled "Looking for love from the heart" as the postscript of "I may not love you". Although the advertisement lasted for 24 minutes, it still attracted a large number of young viewers who had seen idol dramas to actively search and watch, and the location was locked in Singapore, a land of love with youth and kindness. It skillfully combines the plot development of the play and deduces a marriage. In addition, it also incorporates the interweaving and collision of friendship, affection and love, resulting in more emotional inspiration. It resonates with the audience immersed in emotion and makes the audience feel the urge to travel to Singapore.
It can be seen that enterprises may wish to combine with traditional media when using micro-film advertising marketing, and skillfully use the popular TV drama plots and actors to attract the audience's goodwill and high tolerance in the form of sequels or postscript, so that the audience can actively search for advertisements and have consumption impulses for their products.
At the same time, in order to improve the advertising effect and attract the audience, micro-film advertising must also tap the needs of the audience, accurately grasp the emotional demands of the audience, show the characteristics of the products and the benefits provided to consumers by means of emotional language, pictures and music, and achieve the purpose of publicity by filling the inner feelings of the audience. For example, The Diary of a Warm Man, a micro-film advertisement launched by biotherm this year, captures the characteristics of young women's longing for love and care, and invites Cheney Chen and JungilWoo, two popular warm men from China and South Korea, to participate in the filming, and vividly integrates the concepts of "warmth" and "care" into the micro-film advertisement composed of two love stories, creating a sweet association of "care", "warm man" and "care" for the audience.
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Combined with the characteristics of audience consumption behavior, this paper puts forward some suggestions for enterprises to carry out micro-film advertising marketing. The purchase decision of the main advertising audience of microfilm is more about collecting information from online channels. Advertising communicators should improve the channels of advertising information dissemination, such as Weibo WeChat and other new media platforms, comprehensively use outdoor media, comprehensively cover the life trajectory of the audience, and improve the intensity of stimulation; In addition, the influence of friends, colleagues and opinion leaders accounts for a large proportion. Microfilm advertising needs to be more interactive and interesting in production, and stimulate the participation of the audience, such as the audience actively commenting, forwarding and sharing. Strengthening communication with opinion leaders can enhance the effectiveness and persuasiveness of public opinion, create motivation for the effective spread of micro-film advertisements, and improve the exposure of advertising information. The potential needs and characteristics of different age groups are different. Microfilm advertising needs to improve the quality and credibility of advertising information, and combine it with the preferences, behavior habits and purchasing power of actual groups. Enterprises should combine the characteristics of audience behavior and consumer consumption structure, make rational use of micro-film advertising marketing, and give full play to its advantages. As a novel interactive marketing model, microfilm advertising will have a greater development prospect with the popularity of mobile terminals and new media.