Analysis of 360 free antivirus software advertising marketin

Analysis of 360 free antivirus software advertising marketing strategy put in CCTV

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Research Papers Download News: 360 anti-virus software running CCTV advertising has been a friend of mine asked my opinion and some friends have asked me questions, as a free security software, the user 360 has been a lot of pro-gaze, why CCTV also put money in advertising, and covers several channels of CCTV prime time.

The hidden meaning of this question is 360 in the "howling at the moon." As a security software for Internet users, 360 users of the audience should be, rather than waiting for the audience CCTV weather in this part of the audience, even if there are Internet users , and most have 360 users, there is no need to spend money on advertising but as a marketing person, I do not agree with such a layer of meaning.

In the CCTV advertising anti-virus software vendors, more than 360 family, there had Kaspersky. Only in relation to Kaspersky, the 360 is a completely free security software, and whether it is put in force, or advertising information shocking, or put in effect, far off of, and thus will lead to such a high degree of attention. The public are concerned about the ad itself, it is more concerned about the anti-virus software running TV advertising marketing strategy as providing services for computer users of antivirus software vendors, in the end there is no need to put in CCTV this media ads?

As a marketing person, I think it is absolutely necessary. Although they are advertising on CCTV, but the 360 and Kaspersky is a completely different position. 360, the free anti-virus software is not the price threshold, so there is no traditional marketing sense of the market segments, Antivirus software is an Internet user with the most basic, is kind of like a browser, instant messaging, e-mail, search, and so similar to a fast moving consumer goods in this sense, free anti-virus software and for the general public of washing

powder, instant noodles , mineral water is similar.

In addition, from the marketing perspective, a company advertising a variety of purposes, depending on channel selection and advertising content may be different. Select the TV media advertising business, its purpose is more to enhance brand image. If the business for the purpose of promotional products, more choices are more accurate and professional media audience, while anti-virus software as the selected advertising channel of CCTV, the The purpose is to enhance the brand image and value, just like some of my

friends said, there is no need in 360 <> advertising, which is just completely necessary at 360. even waiting

<> of people know that 360 is free, but also anyone who does not know the brand of free 360 service? and receive advertising messages to this friend, this brand will consciously and dissemination of information products and services.

Although its main purpose is to shape the brand, but the end result will still be able to drive sales through television advertising to increase brand value, build their brand image

in addition, can affect the entire community, fostering a potential consumer market. When these potential consumers, when faced with the choice, will naturally be more inclined to have heard of their brand. A very simple example, when we shop in supermarkets, when the two encountered the same brand, as long as the price is not too large discrepancy, it will naturally choose a familiar brand of their own, while the 360 TV ads, free expression of the aspirations of the natural

anti-virus software will let users more potential users to the real process of change, the more inclined to have heard of free brand.

Brief summary, 360 anti-virus software in the CCTV advertising, standing marketing perspective, at least you can achieve the following objectives:

1, to seize the incremental market, from the current "naked" computer accounting point of view, this is still a huge market, which is part of the population have a higher audience with CCTV degree of coincidence, ie, 360 is likely to take This allows anti-virus software, awareness of the populations of low prejudiced, create a free habits.

2, so that "free" sounds more strength and breadth of this important point, CCTV in the hearts of the media on behalf of the authority, in this widely advertised on the carrier, can greatly enhance the "free" concept of the gold content. The public, and enhance understanding of competitors, this is an open challenge in the industry, this is a shuffle declaration.

Height and 3,360 brand value will be increased dramatically. 360 from the fight against rogue software gives a "grass-roots hero" image, its brand image to achieve the transition, the CCTV is one of the best platform. "Office should away are concerned about his lord, ranking high temples are concerned about the people ", 360 to complete the gorgeous upgrade.

The above analysis, anti-virus software vendors running TV ads, though it seemed deviate from the audience, but the fact remains for the audience during their dissemination of information in this communication process, the starting point

is the brand, the result is still the enterprise product services, therefore, anti-virus software running TV ads but with a more soft way, so the brand to consumers, and to obtain long-term trust of consumers and, ultimately, support more users.

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