Ad expression strategy: Guess how many dozens I have in total?
The following article comes from the non-mainstream Zhu
Talk about new markets and marketing, updated from time to time...
This article is from non-mainstream Zhu
Last week, a reader wrote: "I am good at all kinds of advertising, plus my WeChat!" xxxx."
Looks like I met a master... My heart shook, hurriedly replied: "Do you know how many kinds of advertising expression strategies?" "
He answered, eight kinds.
Okay, this is a newman.
When we write a text, we may unconsciously use a lot of skill strategies, and then, after careful consideration, patch it up and get worse.
One reason is that most advertisers, who seem to have unlimited brain holes, lack a solid professional foundation.
For example, if you look at this headline, "Advertising Expression Strategies: Guess I have dozens in total?" , which advertising strategies do it embody?
Here's a brief list.
Use realistic methods to directly push the product or theme to consumers. to bring a realistic sense of reality. The core isAddress consumer mistrust。
"How about these rubber shoes?" Look at me, kitchen knife cut, boiling water hot, stone hit, completely deformed! "
There used to be ads on TV: "Pure gold necklace, whole one!" Just 399! Come and order by phone! "Then, yesProduct empiricalPictured, a man hammers this gold necklace! Car pressure! Chemical blisters! Spitfire! No deformation or color change.
Whether the necklace is true or not, the product empirical strategy is really impressive.
2. Use LenovoStrategy.
Man has a wide network of thoughts. One thing after another and things, by external forces and their own thinking role, in the brain to establish a link.
I remember an advertisement: a group of real children, is watching a group of chicks, chicks are very green, children hip-hop haha, said such as really cute and so on, and then the chicks howls to the right side of the screen, and then the lens to the right, or that group of children, happy to eat chicken nuggets. (Forget which fast food brand's ad)
Since then, sales of chicken nuggets have increased significantly, and the ad has weakened consumers' "fear" of fried food.
The use of Lenovo, but also to bring productsA precise class of properties, such as accurate targeting of a group of people, a kind of concept, a kind of hobby, upgrade and so on.
Years ago, li Ning sports brand, facing the challenges of new markets, found that after 90 became an active activity in the movement. So the brand image, product design, advertising style, all close to 90.
Li Ning according to the truth will do things, but the results of research is not accurate, perhaps there is no research at all, after 80 is Li Ning's main consumer army, and then 80 after the antipathy "90 after the attribute."
Since Li Ning's announcement of the rebranding in July 2010, the company has experienced a series of problems, including the departure of a number of senior executives and overstocking, with its share price falling from a high of HK$32 to below HK$5.
To express another thing in the external form of one thing, or in a specific meaning within it, to implicitly form a certain thought and feeling, and toArouse.The customer has a new, profound feeling about the thing, both conceptually and psychologically.
When I was a child, the teacher called to use the word "like" to make a sentence. I'll always just say, "The curved moon is like a boat." "
Around 1850, the "magic laundry detergent" was aimed at a thing of the pastMetaphors symbolize strategyOut of an advertisement.
At that time, there were a large number of Chinese, they do not feel dirty tired, a person to do a few people's work, zao into the country's unemployment rate continues to rise. Later, a decree was issued.
A man wearing a national flag suit, carrying a artifact laundry detergent in his left hand, wearing Uncle Sam's hat, with a foot on his flying suit and an incomplete zgr. The sun was smiling in the distance, and the other Chinese were running away.
Next to this little word: "If you want to be dirty, don't use magic laundry detergent."
Does anyone have this question - should we exaggerate advertising?
In most cases,We certainly need to exaggerate the product a little bit。
Because most consumers see ads first and then buy them;
For example, if a consumer is wanting a product (motivation), they go online/offline to pick, and usually, the same type of product can not have only one brand, they are all displayed in a pile, and this kind of product all meet the consumer's motivation. As a result, non-specific consumers have to look at the product advertising documents to judge.
For example, one night, I suddenly want to eat imported instant noodles (motivation), so went to the supermarket, ran to the snack area, saw more than two dozen imported instant noodles on the shelves, I am not obsessed with any brand, but I struggled to figure out, in the end that kind of delicious!
Assuming there is no guide purchase interference, this time completely rely on the product itself "Wang Bo sell melons, self-selling boast."
Reasonable exaggeration strategyDifficulty.In, the extent of exaggeration, and the product itself between the situation, if the exaggeration is too strong, consumers will buy after "a burst of scolding."
Tips for solving "a wave of abuse" by consumers:Make a small label of authenticity。
"This picture is for reference only", "If there is a thunderbolt, it is purely coincidental", "performance needs, please imitate carefully"
In fact, this article is not called a strategy, is a must. But words cannot be said if targetedResource orientationProducts, there is no need to highlight features, tiled straight is the most appropriate.
Before in school, pocket money a month also have few hairs, after school time like to visit the school forum, and then found out why so many people want to come to the school to eat library reading, or I help them? So, to search for ten cards, put the news on the forum, a few days to rent out, each card 100 yuan / month, 0 cost 1 month more than 1000 yuan pocket money.
This is a resource-oriented product, but now most of the products areMarket orientation, they need to compete with many of their peers, so it is particularly important to highlight features.
This concept seems to have been very hot lately, it's about people.
Public service advertisements often broadcast: "We must treat nature equally." "
But it's hard, you see the xxx car displacement is not low ah, Trump's Cadillac is also a high emissions.
The more we come into contact with something voluntarily, the closer we get to something.
For example, he grew up living with wolves, and seven or eight years later, he was hiding from peopleNot close。
From an early years and math contact more, good at math people, their English is often not good because they are tooClose.It's logical.
I was a little boyClose.Marketing is a major, so I'm used to using it to explain a lot of things, or that you use marketing thinking to explain something to me, and I can naturally absorb it very quickly.
Being close means habit, bias, better memory, better attitude, and taking it for granted.
So, why do we want to anthropomorthize ads and products? A playing moon is like a boat. Because the audience is human, it is natural for people to be close to people.
A person is very afraid of people, in fact, nothing, but absolutely to be the public on the "wrong" name.
7.High potential endorsementStrategy.
This one is often referred to as a "celebrity endorsement", including some textbooks, and I think it's time to reinvent it.
Celebrity endorsements, justHigh-potential endorsement strategyone of them. In terms of public communication, celebrities are much more powerful than products. Find a suitable high-energy celebrity (more red celebrity) endorsement products, naturally with red low-potential products.
But high power can speak for it,Also includedFind a rich dad (belonging to a big company).
Or, put your own productsCircle.In a big ranking, for example, Chrysler, as the third-oldest in the auto industry, was crushed by the world's largest General Motors all year round, so Chrysler changed its slogan to "one of the world's three largest carmakers".
You can also use color, emotion, authority, etc. to make high-potential endorsement, in the "37 pictures said "with marketing, eliminate the user does not face the psychology" said.
By the way, there's one more thing about choiceBig V endorsement or little V endorsement good?
"In terms of communication and operational effectiveness, not a big V is necessarily better than a small blogger. Because when a social KOL reaches a certain level of fan base, the overall level of interaction in the community begins to diminish. Kearney research suggests.
“Pan-influencer”: Entertainment stars, millions of microblogsVand so on.
“Micro-influencers”: Tens of thousands or even thousands of fans of beauty bloggers, food bloggers, etc. , the spread of a relatively limited range.
Emotional resonance, subtle influence may depend on it. This is... Literary literacy requirements are a little high, I think I can't, skip.
Grasp the local things, with humorous advertising to create a full of fun, funny and intriguing mood, thusIt's easyExpress the product.
In the expression of advertising, the use of humorous strategies, as well as the below to mention to small-sighted strategy, life fragment strategy, are neededGrasp the local details of things, this aspect is appropriate for the user, but on the other hand, it is also easy to cause some users disgust.
Humor and witty strategy, generally with these methods of performance: derogatory, exaggerated, sarcastic, taunting, insinuation, puns.
A method of expression that tends to be opposing conflicts, which makes a concentrated, concise and tortuous effect from the differences.
To emphasize more clearly,Tips.ProductPerformance.And.Characteristics., is the meaning of the contrasting strategy.
Playful than laundry beads - encourage the change "How good you look at people's bleaching!"
In the concept of the underarms of doubt, resulting in a state of suspicion and tension, driving consumer curiosity and strong action, causing consumers to further explore the meaning of the ad is a strong desire, and then lift the suspense, leave oneimpressedTo consumers.
Here is a very test of the level of advertisers, suspense set ordinary, consumers feel ordinary, your follow-up content directly collapsed. So.Nods go deep。
In addition, WeChat inside the forwarding sweepstakes; QQ inside the "Maxx birthday" forwarding 8 groups sent 8,000 Q coins; Baidu disk has used "loophole marketing", etc., are used "suspense plot strategy" promotion.
12.Take a small lookStrategy.
The small one in "Small to Big" is the advertisementThe focus of the paper/screenAnd.Interest.center.
The following advertisement, which I personally like very much, has been seen about 20 times.
3B Strategy: Beauty, Baby, Beast, was proposed years ago by David Aldway. Watch the decentralized video.
14. Fragments of lifeStrategy.
Describe a fragment of real life, with lifeLive small plot to express the product. This expression strategy is close to life, plot design in line with the life habits of the target consumer, through the life of the fragments, easy to arouse consumer participation.
Form one through several advertisements from different periodsCompleteVisual impression, showing the same theme, so that the image, text communication of cultural content is very clear.
This strategy is mainly applied in large brands, it makes a brand culture deeply rooted in people's hearts - big names no longer need to do action-level advertising, they have a complete front-end sales, strong market position. Their advertising focuses on "exploration" and "cultural influence".
Examples don't have to be cited, any big name is like that.
The "big names" in the "continuous series of strategies" should be understood in this wayA brand that solves the sales problem.
My productnot suitableWith this strategy?
If your product needs guides, salesmen, salesmen, countless hard-called goods, almost no self-growth capacity, it is not suitable for the use of "continuous series" strategy, and conversely, then OK.
For example, some online red snacks, small groups of bloggers tutorials, old small shops, their products are self-growth ability, in no guide, hard wide, the same can go. At this time, they do some "small documentary" advertising, is very effective.
Summary - Ad expression strategy
1. Product empirical evidence
2. Use Lenovo
3. Metaphorical symbol
4. Reasonable exaggeration
5. Highlight features
6. Anthropomorthy processing
7. High potential endorsement
8. Beautiful mood
11. Suspense plot
12. Take a small look
14. Fragments of life
15. Continuous series
Well, this is the end of the article, thanks for reading!
Dozens of them? Only these 15? Yes, that's the whole advertising strategy.
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