Although the reference book of the University does not give the relevant teaching materials of advertising, but last year's special issues related to the real problem of advertising practice. So about the key knowledge of advertising, you prepare for the examination of the cubs should also be added in time Oh! Today, Kawakawa thoughtfully for everyone to sort out the "General Theory of Advertising" this classic advertising textbook key theory, the cubs can also directly print down to recite Oh

This ad is called a native ad when it can only be paid on a separate platform, such as Facebook, Weibo, and this form is appropriate for the viewing environment of such a platform.

Native ads are profitable models based on the website and app user experience, driven by ad content, and integrate the visual design of the site and the app itself (simply, ads that incorporate the site, the app itself, become part of the site, app content, such as Google search ads, Facebook's Sponsored Stories, and Twitter's tweets).

4P theory

1, Neil·Boden "marketing mix" means that market demand is more or less influenced to some extent by so-called "marketing variables" or "marketing elements". In order to seek a certain market response, enterprises should effectively combine these factors to meet market demand and maximize profits.

2, McCarthy generally summarized these elements into four categories: product product, pricepriceChannel.placePromotion.promotion

Products.：Focus on the development of functions, requiring products have a unique selling point, the product's functional appeal in the first place.

Price.：According to different market positioning, the formulation of different price strategies, product pricing is based on the enterprise's brand strategy, pay attention to the brand gold content.

Distribution:Enterprises do not directly face consumers, but pay attention to the cultivation of distributors and the establishment of sales networks, the relationship between enterprises and consumers through distributors.

Promotion:Companies focus on changes in sales behavior to stimulate consumers, short-term behavior to promote consumption growth, attract other brands of consumers or lead to early consumption to promote sales growth.

3、4PThe theory has laid the basic theoretical framework for management marketing. The theory, which is based on a single enterprise as an analytical unit, holds that there are two factors that affect the effectiveness of an enterprise's marketing activities: one is that the enterprise can control it, and it is called the enterprise's control factor. The other is the enterprise can not control, called uncontrollable factors, which is also the external environment facing the enterprise.

4, the essence of the enterprise's marketing activities is a process of using internal controllable factors to adapt to the external environment, that is, through the product, price, distribution, promotion planning and implementation, the external uncontrollable factors to make a positive and dynamic response, thus promoting the realization of transactions and personal and organizational goals.

4C theory

（20c90sDevelopment, yesIMCfoundation)

2, Lauterpen

(1) Consumer needs and desires（consumer want and need）

Companies need to produce what consumers need, not what they can create.

(2) The cost to consumers of meeting their needs (cost)

Corporate pricing is not based on brand strategy, but on consumer income, consumption habits and market prices of similar products.

(3) Products for consumers can provide convenience（convenience）

The process of sales is how to make consumers buy the product quickly and easily, resulting in door-to-door, telephone orders, TV shopping, online shopping and other new sales behavior.

(4) Product and consumer communication（communication）

Consumers are not just mere audiences, they are also new media. It is necessary to realize the two-way communication between enterprises and consumers in order to seek the long-term relationship between consumers.

3, 4P theory of thinking based on enterprise-centric, 4C theory of thinking based on consumer-centric, from operating enterprises to operating customers.

Thousands of people cost

The cost of a thousand people is the average cost of reaching 1,000 people for advertising information, which is used in traditional mediaMethod, the basic formula is: cost per thousand people , advertising costs / number of people reaching the ad x 1000. Thousands of people can be used to calculate any media, any demographic group, and any total cost. It facilitates the description of a kind of mediaThe cost relative to another media, one media schedule, and another media schedule. This is from the media cost and the effect of the mutual relationship to examine the media cost effect of the indicators, is the evaluation of media efficiency, but also the main parameters of the choice of media.The cost of a thousand people is not the only measure of media by advertisers, but is a measure of different mediaA relative indicator.

Integrated marketing communications

Integrated marketing communication (IMC) refers to the process of unitifying all communication activities related to the marketing of enterprises. It covers advertising, promotion, public relations, news media and all other communications activities. Its central idea is to meet the value of customer needs through communication between enterprises and customers as the orientation, the coordinated use of a variety of means of communication, so that enterprises to achieve low-cost promotion.

Public service advertising

Public service advertising refers to advertising that does not serve the vital interests of the public and social fashion for the purpose of profit, and first appears20 Century. 40 era of America. Public service advertisement belongs to non-commercial advertisement, is an important part of social public welfare, compared with other advertisements, it has a very special social. It has three characteristics: social benefit, realistic theme and appeal of performance.

Basic features:Public welfare; non-profit; social (themes are often sought from the daily life of the public, from the society to explore the current stage of existence, worthy of attention to the reality of the problem, guide the public); the times (is the objective requirements of the emotional appeal of public service advertising, usually based on social hot spots, difficult issues, and social development with breathing); popularity (the audience is the mass, its culture and understanding of different decision public service advertising should be easy to understand).

Public service advertisement has the effect of cultural communication, environmental protection, social moral cognition and public opinion guidance.

USP theory

(Unique sales proposition Unique Selling Proposition)

The most important method of advertising theory in the 1950s made the whole 1950s the era of USP supremacy. Rose Reeves proposed, he describedUSP has three parts：

(1) Effective advertising must be directed at consumers. The effectiveness of advertising comes from advertising that advocates targeting of consumers, rather than the edification and ostentatiousness of advertisers and advertisers.

(2) Effective advertising must be aimed at consumers to put forward a unique sales proposition, that is, a unique "selling point." This claim must give consumers "special benefits" for express goods.

(3) The sales proposition put forward by the effective advertisement must be unique, i.e. the competitor cannot and cannot make it, or never does.

(4) The unique personality of the effective advertising sales proposition can be either the uniqueness of the goods, the uniqueness of the brand or the uniqueness of the related request, or the non-advertising proposition.

(5) This proposition should have the power of marketing and appeal, can pull new customers to buy advertising goods.

(6) The unique proposition of effective advertising should have a wide range of consumer adaptability and impact on the general public.

(1) Differentiation function.

USP differentiates products and their advertising by providing unique attributes that differentiate them from competitors through the dissemination and communication of unique sales propositions.

(2) Value function.

The essence and foundation of THEP's effectiveness lies in its ability to provide special, specific values that they need.

(3) Promotional features.

USPDifferentiation and value function promote consumers' awareness and recognition of the unique specific benefits provided by advertising products, promote the purchase of goods, and USP's adaptation to a wide range of consumers and influence the requirements of popularity, so that consumers' recognition and acceptance of the unique interests of products have the scale of promotional effectiveness.

Advertising planning

It refers to the whole process of systematic integration and planning of enterprise marketing management from the perspective of advertising, starting from market research, guiding the product design of enterprises according to the needs of consumers, coordinating the production process, and completing the established communication tasks through advertising promotions.

The characteristics of advertising planning are: strategic, global, strategic, dynamic, innovative.

The main content of advertising planning: market analysis, targeting, advertising targeting, creative performance of advertising, advertising media selection and planning, advertising budget, advertising plan implementation, advertising performance evaluation summary.

Streaming ads

Streaming ads are ads that appear in social media user friend feeds. Infoflow ads are delivered with personalized delivery, which can be delivered through tags, according to their own needs. Information flow advertising relies on a large number of user data and information flow ecosystem, can accurately capture user intent, effectively reduce user interference, advertising to the target customers, and easily stimulate the initiative of the audience, to promote their initiative to accept and share.

Advantages of infoflow advertising: 1. Massive traffic 2. Algorithms lead 3. Form rich 4. Directed precision 5. User experience is good. With the combination of big data and AI for precise delivery, you can meet your needs, both in terms of brand exposure and results.

ROI principle

The full name of the ROI theory: Characteristic Originality Impact

ROI theory is a practical guide to advertising creativity, a set of creative theories summed up by William Bernback, a 1960s advertising guru, based on his own creations. The theory's creator, Bernker, is the flag-bearer of advertising, the master of art advertising, he believes that advertising is the art of persuasion."

The basic proposition of ROI theory is that good advertising must have three basic characteristics: relevance, originality, and impact. The abbreviation for the three principles is ROI.

The theory holds that advertising has no connection with goods, it loses its meaning, advertising itself is not original, it lacks attraction and vitality, advertising is not shocking, it will not impress consumers. Achieving "association", "innovation" and "shock" at the same time is a high demand. "Associated" for consumer needs is not difficult, but the idea of novelty is also easy to do. What's really hard is to be "connected" and "innovative" and "shocking".

Advertising targeting theory

The so-called advertising targeting is a concept that belongs to the category of psychological acceptance, which refers to a way for advertisers to make enterprises or brands determine their location in the minds of consumers through advertising activities.Positioning is what you do to the minds of future prospects, that is, positioning the product in the minds of your future prospects.

Advertising targeting is that advertisers and advertising companies in accordance with the importance of a certain product attributes of the established groups in society, their advertising products in a certain market location, so that it is at a specific time, place, a certain class of targeted consumers to sell, in order to help compete with other manufacturers products. Its purpose is to create and cultivate certain characteristics for enterprises and products in advertising, to establish a unique market image, so as to meet the needs and preferences of the target consumers, in order to promote the sale of enterprise products and services.

Brand Image Theory

It was David Ogilvy's idea in the mid-1960sRead. Brand image theory is an important school in the theory of advertising creative strategy. Under the influence of this strategy theory, there have been a lot of excellent and successful advertisements. He believes that brand image is not inherent in the product, but the consumer contact product quality, price, history and so on.

The idea is that every ad should be a long-term investment in the brand as a whole. Therefore, every brand, every product should develop and project an image. Images are communicated to customers and prospects through a variety of promotional technologies, especially advertising. Consumers buy not only products, but also promised material and psychological benefits. The matters related to the product that are told in the advertisement are often more important to the purchase decision than the material attributes actually owned by the product.