I don't knowToday's advertising, especially film and television advertising, lack of quality, many of the so-called "creative" from"Subjective thoughts and inspirations"。 The "creative" process is where everyone is"Brainstorming"Shanghai's wide sky imagination, and then "collision" out of the "spark", and finally "jump" out a few "big ideas". It is regrettable that this kind of idea idea idea with subjective understanding as the starting point, regardless of the premise of creativity - the childish practice of advertising strategy, is now making the enterprise's huge advertising costs drift.

|Some people say that advertising ideas are"Dancing with the shackles"On closer thought, this is not false at all, it is like a war, tactics must obey the strategy. Creative people get the task, should first develop advertising strategy, and then under the guidance of the strategy, design the specific performance of advertising, that is"Dancing with a shackle"。 According to the author's shallow view, this "lock" on the "neck" of advertising should include four items, namely: product characteristics, product life cycle, target group characteristics and competitive advertising strategy. The following is a general film and television advertising as an example, one by one.

I don't knowFirst of all.According to the relevant research, with the difference of product's own characteristics, consumers' treatment of advertising information is also very different, in the process of formulating advertising strategy, we need to find out the combination of the two points, in order to guide, restrict and test the specific performance of advertising creativity. Here, the author introduces a method for dividing product categories according to product characteristics"FCB Grid (Coordinate System)"(Research results from FCCB advertising companies in the United States), in this coordinate system, to"Consumer engagement"For the vertical axis, with "thinking product or emotional product" as the horizontal axis ("emotional type" as the positive direction of the horizontal axis, "thinking type" as the negative direction of the horizontal axis), the product category is in different positions of the four quadrants.

I don't knowIn the high participation-thinking quadrantTo.Pharmaceuticals, computers, economy cars and other product categories are representativeFor such products, consumers in the purchase decision-making has a higher risk and uncertainty, their motivation and ability to deal with advertising information are higher, generally take the initiative to collect materials, through analysis and generalization, and ultimately form a rational understanding of the product, then the product advertisingProduct characteristics need to be analyzedto provide a convincing and logical explanation of consumer interests.

I don't knowNow some domestic automobile manufacturers in the advertisement frequently display the enterprise concept and brand image, the effect is good or bad, the author is not known, in fact, horizontal comparison can be found, likeAudi A6 and Buick these high-end cars, all attach great importance to the promotion of performance advantages. For luxury cars and economic cars, consumer evaluation criteria are very different, ride luxury cars, consumers want excellent performance to bring identity and status symbols, and for economic cars, consumers want to see the real product configuration, they want practical functions, rather than swollen face fat. There was a recent ad dedicated to evoking and using father-son feelings to sell air conditioners through the emotional identity of consumers, it claims"A ╳╳, a loving home."But imagine, wait until the "son" to the store to buy air conditioning for the "father", but it is very likely to be other brands"Low noise"Or."Save power"And so what attracted, anyway, to the "father" to buy air conditioning does not express "love" it, what brand is irring, haha, this does not becomeAn air-conditioned home, a loving home. Oh, yes. Therefore, trying to sell air conditioning with warmth is difficult to succeed.

I don't knowIn the low participation-thinking quadrantTo.Toothpaste, sanitary napkins and other product categories are representative" , when buying such products, consumers bear a low risk and return, they see advertising, not as is often the case, based on the information to form an understanding of the product, but the first attempt to act, first buy the product to try, and then according to the effect of the attempt to form or change the attitude towards the product." According to this unusual behavior, advertising appeal should focus on one or two productsOn the point of interest, exaggerate them enough to inspire a trial purchase and use a simple problem-solving model, regardless of the cuteness of the ad itself. Today's advertising companies are very good at this area, there are many excellent ads, such as Colu jie and Christie's toothpaste to prevent tooth decay, two-sided needle soap itching, farmer mountain spring "a little sweet."

I don't knowIn the high participation-emotional quadrantTo.Limousines, perfumes, premium cigarettes, clothing and mobile phonesand other product categories are representative, and their target consumers are high-income groups. In the long run, creating an image or personality for a brand to gain a deeper and richer meaning in a brand that consumers are trying to buy that successfully connects themselves to cultural symbols will eventually create a special social impact and group impact. Consumers can pass on or attach the brand's image or personality to themselves by buying, owning, or using the brand. One of the shortcuts to shaping a brand image or personality is to choose the right image spokesman, whose criteria are that the characteristics of the spokesman meet the needs of the brand, for exampleZhang Huimei in Sprite, Li Wen in Wave Guide, Xie Weifeng in Lenovo FM365 website。 In this regard, Marlboro cigarette advertising is definitely a model, advertising rough handsome western cowboy image cast free, wild and adventurous Marlboro brand personality, this is a product quality and emotional characteristics into a simple, powerful brand personality of the perfect case, it makes Marlboro cigarette from the visible, touch the surface sublimation to a sense, concept and spiritual level.

I don't knowIn the low participation-emotional quadrant,To.Beer, children's food, greeting cards, fast food and other product categories are representedConsumers do not try to get a lot of information from advertising, if the product is given a unique emotional attribute, with lovely advertising to convey this emotion, and through high frequency to improve awareness, consumers can produce familiar and even favorite emotions, which ultimately affect consumer preferences and behavior, to a certain extent, make the brand in the preferred position in consumer awareness. Advertising for such products relies heavily on feelings, emotional build-up, and the close connection between brand and feeling and emotion, and it is necessary to create such a connection, i.e., to connect the emotions evoked by advertising with the brand name in the minds of consumers, so that consumers can "perceive" or recall them again when they take purchase actions.

I don't knowSecondly., the product is at different stages of the life cycle,Advertising strategies should also be treated differently。 When a certain type of product is in the import period and growth, consumers lack knowledge about the type or brand, they will actively seek reasonable and problem-solving product information, at this time the use of USP (unique sales proposition) strategy as a good, focused on the promotion of consumers can bring positive compensation of product characteristics or efficacy. This method is mostly used in new product launches. Companies can use research to understand what product characteristics consumers consider when buying, and in the target product-market environment.Which product characteristics have leverage (most importantly) to establish the appeal point of advertising, and even design products.

I don't knowAnd when the product enters maturityIn order to gain a higher market share or ask for higher prices, enterprises delay the arrival of product decline, especially in order to more easily extend the product line, the development or strengthening of brand image or personality, it is more necessary. Some foreign brands can sell well for decades, such as Coca-Cola, Marlboro, Panasonic, Sony and so on, domestic Haier, Lenovo, fir and so on although the time is short, but also good results, the reason, all from the charm of the brand.

I don't knowAgain., advertising as"Integrated Communication"An important part of the combination needs to really pay attention to, grasp the characteristics of consumers and the resulting differences in the way consumers receive and process information. With the deepening of the concept of "integrated communication", advertising should also be changed from the traditional "communicator(transmitter)-oriented" to "consumer(recipient)-oriented", and the theory of "integrated communication" emphasizes the value of enterprises to meet the needs of consumers through effective communication with consumers.

I don't knowDomestic advertising companies pay more attention to the characteristics of consumers themselvesThe general method is to use questionnaires to analyze the differences in age, identity, income, education level, life form and consumption concept of the target consumer, so as to formulate some advertising strategies that conform to the characteristics of consumers, but lack of research on the resulting differences in the way consumers receive and deal with information. Here is an example of ignoring the cultural level and background of consumers, the author once saw a Siemens refrigerator product advertising, advertising based on the Western way of life, and even "Yes, Madam." Such an English statement, but such an advertisement was broadcast on a county-level television station, farmer brothers can understand? In this way, advertising conflicts with the consumer's cultural level and background. For example, now the influence of the brand is also limited to the economically developed areas and middle and high-income groups, advertising appeal should pay attention to the countryside with common customs, easy to understand, avoid high and low. Now many manufacturers are now turning to the countryside, but in advertising to the peasant brothers to show the brand's concept, image or personality of the time has come to have no, it is worth examining.

I don't knowAt last., in the advertisementThe authoring processTo increase the strategic difference between it and competing advertising, so that it stands out in the same category of product advertising ideas, can effectively attract attention and stimulate consumer efforts to deal with advertising information. If the advertising strategies of similar products are the same or similar, they may reduce the efficiency of the product in attracting attention and create ambiguity or confusion in consumer consciousness. For example, today's laundry detergent ads, have been adopted"A fragment of life”typecreative approach, in order to use the emotional role of advertising to influence consumer preferences for brands, but many similar manifestations are inSelf-killing, in the horizontal has produced a serious disturbance phenomenon, it is difficult to form a good clarity of consumer brand awareness. But if a brand adopts itUSP policy, to give consumers a reliable and real commitment, will be conducive to a large number of similar advertising independent, and even in the consumer mind to produce a clear positioning, so that the effect may be better.

I don't knowAlthough the 4 factors of the above four factors are reduced in turn, but they are an important part of the advertising strategy, the use of the "barrel principle" to say that they are the wooden board on the barrel, less than which one, the barrel is not water.Therefore, in the formulation of advertising strategy, we must consider the whole, comprehensive use, can not be abandoned.

I don't knowIn addition, when developing advertising strategies, advertising goals, media characteristics, advertising budgets, and production techniques can all influence the way ideas are performed, given their small share of overall decision-making, this is not the case.

I don't knowAt present, our country is still in the traditional marketing era,Many small and medium-sized enterprises still to sales and advertising to face consumers, and some large enterprises vigorously advocate and implement"Integrated Communication"Concept, advertising as a "integrated communication" combination of one of the means, in promoting sales, further is to shape the brand, etc. , but also has other communication tools unparalleled advantages. Whether enterprises want to make some money years ago, or to tree a hundred years old, advertising can be said to be one of the winning weapons, but how to make good use of this double-edged sword, it is enough to see the enterprise itself and advertising company's foundation, dance well, then the double harvest, dance bad, it is not immune to the loss of mrs. But remember,Advertising creativity, strategy first.