Sub-brand And Small Groups Of Focus-media

Focus-communication, just as its name implies, will have a different division of theaudience and then according to their different characteristics and the spread of advertisingforms. At present, the Focus-communication is the trend of communication development, andthe public is no longer a whole group, but had been divided into different "minorities". Spreadacross the new form of broadcast from the traditional point, and now a new point-to-pointtransmission, point to multi-point communication. Advertising as an important transmissionform, appear focus phenomenon is inevitably the trend of The Times. At the same time,advertising is the nature of business communication, is based on profit for the purpose of, so,there’s a big demand for communication effect. In the process of market segmentation, theaudience is subdivided into several small target groups, before the public’s "bombardment" oftype advertisement gradually lost communication effect. Under the market demand,focus-media advertising is developing deeper and deeper.Focus-media advertisement is facing a totally different dissemination and a quite differentenvironment from the traditional mass media advertising was facing. Advertising media formsfrom separate to mutual confluence, advertising target audience from the broad masses toaccurate niche, advertisement dissemination way from clear to ambiguous theme, fromstraight to interactive communication effect of advertising, advertising production focus fromtechnology to planning. At the same time, emerging media has become a new focus inadvertising. Their way than traditional mass media, more diversified, more easily from avariety of different level is close to the audience. Vehicle-mounted mobile TV, elevator ads,outdoor ads, toilets, outdoor large LED advertising media, movie previews, experiential ads,online ads, E-mail ads, mobile phone and so on. Mass advertising because of the limitation ofmedium always takes a single way of advertise, the influence on the audience is very limited.Fixed media communication way, audience can only at the time of reading the newspaper orTV, listen to the radio to a one-way receive advertising information, and the focus-mediaadvertising way, can the audience be all surrounded. In the era of the spread of focus,advertising is mainly dominated by the audience, emphasis on communication rather thanforcing infusion, can not only for advertisers to promote their products, but also to enrich people’s spiritual and cultural life, reveal personality, meet consumer demand.This article from the analysis of focus-media advertisement, this paper comes up with aconcept of small groups of focus-media advertising, the concept of segmentation. Smallgroups of focus-media advertisement, it is in view of the smaller target groups, more accuratefocus advertisements, usually for a particular brand of brands. Small groups of focus-mediaadvertising not only contain the intension of the whole brands, but also have the uniqueness ofthe brand. Based on points at the same time, the advertising research deepened the discussionof the Small Groups of Focus-media advertisement, and the future development of a briefelaboration.