Creative advertising is not a good ad Heng is smart

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According to media reports, Heng today will open a seminar on the 37211.html "> Olympic Marketing approach." From "Rat Mouse" has been called "pig pigs", the 12 zodiac called a time, Heng advertising monotonous creativity and high-density broadcast, although so far broadcast less than 200 times, But within a short period of time has aroused a high degree of concern, although the audience has been "shelled", but the professionals do not agree with this, and that the media report, equivalent to free for Heng two times, from this point, Heng really "smart".

Before the Heng ad, most people can hear the "calluses" of the ad is not brain platinum, but the latter after so much dissemination, but has shown the effectiveness of its advertising, which is precisely the Chinese advertising industry to identify a point of view: Creative advertising is not good advertising.

In the world of advertising, there are many very creative ads, such as: Nestle Coffee "delicious", m&m chocolate "only dissolved in the mouth, insoluble in the hand", Pepsi-Cola "a new generation of choice" and so on, but in our market, although the audience for the classic advertising language relish, but the business of some "no creative "Advertising, more to arouse the resonance of consumers, this is mainly related to the current development of China's consumer market, but also in the mature market must experience a process."

In the 1970s, the United States and Procter and Gamble company subordinate a "clever door" brand of toilet paper, using a nickname called "A Cannon" (Whipple) of the old man as the image spokesperson, The old man is desperately trying to tell the audience about the benefits of this paper every day on TV. Extremely nauseam. One of the most unpopular TV commercials of the year. But this ad is in America for 15 years! Countless creative people on Madison Avenue are trying to clean up this disgusting ad with brilliant ideas, But none of the ideas could replace Mr. Cannon, because Mr. Cannon sold billions of rolls of toilet paper.

Advertising industry will be collectively known as: creative advertising is not good advertising, not beautiful ads do not have a relationship, advertising does not reflect the strength behind the product is the key. In short, rich ads are good ads! Turning Heng's brand management history, we can see that it is definitely a model that cannot be bypassed: talking about Heng That many people have such a deep impression that that is the early 90 's, a 5-second advertisement "Heng, sheep and sheep", but this is only the beginning of the Heng brand management; During the Spring Festival in 1997, Heng launched a 45-second advertisement on CCTV, "the Sheep Pentium", The advertising film is based on the Australian prairie, with a quantity of up to 14,000 merino sheep in the prairie out of the "Heng" three words, left a deep impression on the audience; in March 2004, Heng bought 90 kilograms of top-fine wool at 6 million yuan in a huge Australian wool auction.

At the outset, Heng was created by the industry as "one of the top ten nasty ads," Lianbo three times in the 15 seconds of the "sheep sheep" advertising. It turns out that this simple ad saved a 80-year-old old. Today, from "sheep sheep" to "pig pigs", in spite of the outside bad comment more than praise, Heng is actually using this advertisement at the same time to carry out event marketing, equivalent to using a sum of money to do two things, is stone. Some white-collar workers even changed their MSN name to "Heng, xxx". It is reported that the advertising planning, Heng also did not use any extended, led by Liuruiqi company decision-making team.

What is the most important thing for companies to sell themselves and sell their products? Of course, win honesty! What is the best way to win honesty? Of course is to show the strength and boldness! According to the media statistics, Heng's 12 zodiac ads in Oriental TV every time, the minimum need for 9000 yuan, the highest need for 52800 yuan. Besides Oriental TV, The ad also aired on 5 other local TV stations, including Hunan TV. A marketing teacher said: "You are not scold my advertisement, you scold someone to see, I read my ads to achieve the purpose." You're the journalist who wrote this article. It's just a matter of advertising. Things in the world are simpler things are more common, the more common things will be more easily source far spread, prosperous. From this point of view, Heng is really "smart".