Advertising door crisis will continue

Heng The Spring Festival in each big television station broadcast one minute repeats the bombing type advertisement, reportedly has created the biggest infamy in the shortest time. As an ordinary consumer, I also never know what it is to do, only vague remember this is an old brand. The report said that one of the top executives of the company thought that the two previous goals had been met, and that he did not think there was any problem with the ad, but it was mixed.

If it is to use this state and mentality to do the brand, it can only express regret. Nasty ads in China, every time they appear, the destruction of the form of advertising itself in the minds of consumers credibility. In fact, in the global scope, the advertising is not uncommon, but now increasingly out of control. Why? Advertising information is rampant, enterprises do not have the chance to make their own voice heard. This is also the form itself of advertising anxiety and a sense of crisis. Many companies are trapped in the advertising crisis, there is a more important reason, that is, with the Internet, consumers can finally send their own strong voice. Heng wants to do a nasty advertisement that does not spend too much money, fatigue bombing to consumers, to salvage back in http://www.aliyun.com/zixun/aggregation/37211.html "> Olympic marketing costs, But the consumers are not so easy to think about today. Heng was caught up in an uncontrollable error ERA.

Can imagine the future of the enterprise advertising door events to the extent that people are numb. For example, green advertising, where companies boast of environmental success, is likely to be hit by a variety of forms of interest-blog rallies. There is also a similar advertising gate event in the United States, the main character is the production of Viagra pharmaceutical Pfizer. Let's talk and remind marketers how much you need to consider the potential risks and long term benefits before advertising goes out.

Pfizer has been lipitor for new cholesterol-resistant drugs for nearly two years, launched a powerful television advertising campaign, advertising with 25 years ago leading the development of artificial heart and the world-famous Robert-Jarvik (see photo) as a core figure, Dr. Jia in the advertisement in a single canoe, walking through the mountains and lakes, his voiceover is: " If slimming and exercise are not enough, using Lipitor can significantly reduce cholesterol. ”

The advertisement caused a strong controversy. It is customary to support a celebrity in advertising. But the difference in the ad is that it uses a doctor for endorsement, a doctor who, despite fading out in recent years, has something to do with cardiology, and must make sure that his endorsement must be honest and objective. The problem is that, according to the media, the characters in the advertisement are not Dr. Jia himself, but a stand-in. According to the doctor around him, he is not enthusiastic about outdoor sports. The matter has been investigated by the congressional intervention. There is reason to suspect that Pfizer is doing anything to mislead American consumers in order to promote new drugs.

Pfizer's Lipitor, the world's most popular new drug, last year's sales amounted to $12.7 billion trillion, and in an effort to block competition from the same types of over-the-counter drugs, Pfizer spent $258 million in advertising costs between January 2006 and September 2007.

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