Strategies Of Micro-film Advertising

With the environment becoming more mature, new media brings about new technologies and passes new ideas while changing the traditional way of people accepting information. In this case, the audience’s individual consciousness awakening, becoming more proactive, willing to share, and getting used to consume tiny content in fragmentation of time. As a form of information dissemination, great changes have taken place in advertising no matter from content creation or production form. Advertising is no longer simply consentrating on brand exposure, but paying more attention to the audience’s feedback and interaction while desining marketing system. As the crystallization of business and the arts, micro film advertising, relying on the network platform, becomes a new form of advertising, and opens up a new channel for commercial marketing. Micro film advertising adopted the filming expression method shooting for promoting a product or a brand with a plot and a length of30s to600s.Due to its own advantages, micro film advertising grew rapidly and became the new favorite in marketing. First of all, for the advertisers, micro film advertising enjoys the advantages of low cost, short period, and strong flexibility and controability in adjustment. Secondly, for the audience, the new form has a higher ornamental value than the traditional one, maximizing the satisfaction of their emotion expressions and the interactive experience. Therefore, in2012, micro film becomes one of the hottest word in advertising field. Through the analysis of the content, we could summarize the general strategies of micro film advertising which are catering the audiences born in1970s to1980s in subject arrangement; grafting film structure in rhythm arrangements; and choosing the spokesmen that fit the forms of communication networks and the brand spirit in the prolocutor selection. All of these are the key to winning victory in the competition.Propagation for the good behavior is needed to realize its marketing objective,According to the data analysis from some questionnaire survey,the current situation of micro film advertising seems straightforward,which shows the most important approach to receive the micro film advertising is internet, actually more than a half of the interviewees have watched micro film advertising more than one time,but not all brands is appropriate for that.With the help of traditional evaluation index,we can value the effect of micro film advertising by four factors: attraction,cognition degree,information practical applicability and conductive level.An investigate to audience shows an overall satisfaction on micro film advertising,and a discontent to information practical applicability and conductive level.The result means micro film advertising can be approved in the following aspect:consummating the value of information,enriching the marketing activitiesand so on.The4C strategy presents how the micro film advertising spread in a virus form, which contains producing requirement,providing convenient way to be received, meeting the requirement of communication and taking the money and time cost into account.However,with the develop of micro film advertising the inundation problem come to appearance,for example,monotonous content,coming apart from marketing activities,irregularity working team and deficiency on supervision.In recent years, the increase of online video users and the tendency of interact marketing and some policy create good background for the develop of micro film advertising. So by2014there will be a good development prospect for micro film advertising.What is remarkable,the sharp increase of micro film advertising may cause a business deformity, and we should treat that reasonably.This is an age of content,so micro film advertising should focus on its content so that to satisfy audience,and cooperate with the brand propagation in marketing expansion. And it’s worth mentioning a stronger supervision for micro film advertising is needed to establish an autonomous and harmonious situation.