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Advertising production houses should make a breakthrough amid marketing budget cuts

出自香港新聞網 - 樹仁新傳系學生實習習作

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March 19, 2013

Cherry Wai Cheuk Ying

Advertising production houses need a revolution to reach their target audience as more clients cut their marketing budgets, said Dixon Wu, the director of Flagship Co. Ltd which produces advertising.

“More and more companies contract their marketing budget and transfer the amount of expenditure to organize public relation events such as wine testing or media dinner,” Wu said at Shue Yan University today.

He mentioned one of his clients, a company which produces medical equipment, as an example. “It does not need to sell its products in a massive and fast way; even if the products are very popular, the factories could not manufacture enough equipment in a short period of time. Therefore, the company cuts its marketing expenditure,” he said.

“Putting advertisement on media could cost you hundred thousands dollars. In comparison, you only need to spend fifty to sixty thousands dollars to hold a media dinner,” Wu added.

Wu suggested the advertising production companies to be creative and make a breakthrough. He said he published a magazine Keypad one and a half years ago and used it as a tool to build up his network. Wu said it is important for production house to reach its audience effectively. “We send the magazines to our target audience — the professionals— directly to their mailboxes,” he said.

Wu said he would cooperate with Now TV to launch a programme about medical information in the near future. “In the process, I realized that many medical products could not place advertisement such as body check service. The companies which could provide funding for the programme are much less than expected,” Wu said.

However, the advertising production house still found it way out. “A hospital which celebrates its 50th anniversary eventually accepted my pitch as it was much cheaper to buy the whole advertisement from a production house than to make it by the hospital itself,” said Wu.


--105174 2013年3月20日 (三) 00:41 (UTC)
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