Advertising appeals for each ad

Although I'm not an advertising practitioner, I like to watch ads. Because some ads are full of creativity, very attractive, after reading will want the director to make a complete film to observe and watch carefully. On the contrary, some advertising is very bad, after looking at often let people sigh, this advertisement who will look.

There is no doubt that every advertisement has its own advertising appeal. Just like the next I talked about three ads, respectively, "fast", "cheap", "Love" as a point of appeal.

"Fast" refers to the Xun ads: "Who is faster than Xun," the advertisement is very direct expression of the Xun to convey the appeal point, that is "fast." What day two send a day three send, as long as the Xun Support service area, can be done.

"Cheap" refers to the Beijing-East advertising: "Call you a kiss, not as much as a discount to the real", the ads to the big Taobao, but also directly conveyed the Beijing-east demand Point "discount", that is, "cheap." Every time when the shop celebrates or activities, what thousands of brands under 50 percent, 99 yuan capping what thing is not a problem.

"Love" refers to Payeasy's series of advertisements, this series of ads include "accompany you shopping lifetime", "I like the brand", "beat the Depression with Love", "I think good is the best", "look forward to next time than on their own", "there is an end, called the beginning" and so on. Payeasy does not directly tell you what to sell, price how low, express how fast, but it will always tell you "accompany you shopping life", and constantly highlight the values of women.

Can not say Xun "fast" meaningless, after all, for most consumers, more want to buy their own things can reach their hands as far as possible. But "fast" for consumers is never end, Xun can do "three send a day", but will never do "time to send". More importantly, when the Xun "fast" in the hearts of consumers to form expectations, once the failure to achieve that is undoubtedly devastating. As a consumer completely because of a delivery time, and give up a site at the same time will not tell everyone around.

"Cheap" is the core appeal of all consumers, there is no doubt. But "cheap" is also a never-ending demand. For a person who spends money, everything is expensive (please do not take things that are rich rich or people who spend their money). More important is "cheap" basically become a majority of E-commerce site propaganda must be an artifact, you 99 yuan capping, I 98 yuan capping, he 97 yuan capping, to the end everyone killed, brand-name business vomiting blood. This is actually not what, the most deadly is to cultivate the vast majority of consumers of the bad habit of petty gain, resulting in their only cheap do not buy.

and "Love" is different. When payeasy its series of ads out of the time, the consumer more by its deep affection to impress, so deep in the heart to love it. You will feel that it is a friend of yours who silently tells you how to be a better woman, how to start a new life better, how to say goodbye to the past, and so on. Payeasy expression is only with the wind into the night run the quiet "love", rather than "fast", nor "cheap." Because of this, you also will not focus on logistics in the end fast, the price is not cheap, but to face a good friend, to maintain a good friend.

On the emotional side, Jingdong customer service is also a good example. For example: Consulting content: My home is a bungalow, if I did not close the door, will trilobites himself run out and never come back? I really ran away. Will the BoE pay me a new one? Jing Dong reply: Hello! If there are real trilobites living in the body, then how to add a 6 after the price of 0 bar .... Thank you for your support to Jing Dong! Anyway, I think the reply from the customer service is very interesting and interesting. Maybe I won't buy this item, but I think I'll stay and look at every response here, trying to find more interesting responses. Looking for interesting responses seems like fun for me right now. Since I find the interesting reply became my pleasure, then I have to stay in the Jingdong site for a long time. And when you stay on a website, you will have a strange feeling about it. If one day, you don't open it, you will feel less. There seems to be some kind of love feeling here. Just imagine: once you indulge in the love of someone, how can you easily get away?

As in "Affective Design", Norman explains the importance of emotion based on the different dimensions of instinct, action and reflection in the three designs. and E-commerce industry is so, in the process of dealing with consumers, need not only on the surface of the display of low-cost fast, more importantly, emotional integration.

Author: Yang. Product Manager, who worked for Tencent and is now a social networking product manager.