Look at the title or see the text?

Advertising effect is narrow and broad sense. Narrow advertising effectiveness refers to the economic benefits of advertising, that is, advertising to promote product sales increase, which is the effect of advertising sales. The broad effect of advertising refers to the realization of the purpose of advertising activities. It is the sum of the direct or indirect changes caused by the advertisement information in the process of its dissemination. It includes the economic benefits, psychological benefits and social benefits of advertisements. For the Internet advertisers, advertising agencies, e-commerce, corporate website to promote the effect of monitoring services.

One, 85% of ads no one to see

Nicknames feature 8 times more memory than the name

Quester perspective: "broken arm" "coral" "Fantesi", make good use of these words, make your work a brand of the times. Intel each chip to engage in a "nickname", but also to promote the market effect.

The above three points, the first point should be jointly responsible for advertising companies and customers, the second point is purely advertising companies, third advertising company should bear the primary responsibility.

In an advertising agency, if you are a planner, you should focus on the first point, if you are a designer, you should focus on the second point, if you are a media developer, you should value the third point.

Second, to see the number of ads is to see the headline 5 times the number of people, that is to say more than five times the title title of the reading force

Interpretation: In other words, the title and text reading effectiveness is 5: 1. Obviously, your ad should have a title or slogan.

Quester perspective: From another perspective, if you are a designer, how much space and weight should be given to the ad title? This survey is a good reference. Of course, what to say in the title is the next question.

Third, if you can freely say in the title you are wasting 80% of advertising costs

Interpretation: The reason is the same as above. Here's just what your headline should be and what should be included (based on past advertising experience, they suggest embedding the name of a brand name or the subject matter in the title, such as: "Rebirth, nice things come naturally.") Etc. But not everything is dogmatic) and how to attract attention (the traditional 3B principle, babies, beauties, beasts).

Quester perspective: "Remy opened, good things come naturally" is James James advertising phrase. Huang Zhan wrote a booklet on advertising, and interested people should find it for reading.

What the title says is by no means the same usage as the 3B principle above, 3B is a reference to the selection of the content of the advertisement screen, not the title.

The art of writing is another skill.

Fourth, the advertising gap increased 1 times, the attention rate increased 0.7 times

Quester perspective: This is the balance of content and the gap, it is difficult to achieve balance.

We try to make a reasoning based on this assumption:

A4 format advertising area, commonly used typesetting text, plain full text without special effects, 1/4 empty line. I believe this attention rate should be a very low standard, we assume that the value of 1. However, after testing, even doubling the number of words to 1/2, the degree of attention has not changed much. Even up to 2 times empty, there will be no improvement.

This shows that the "blank" refers to the "blank area" rather than "evenly distributed" approach.

So, that is to say, the screen needs to be free half of the empty space, in order to achieve the original effect of 1.7 times the attention rate. (In fact, if all ads are empty in half, it will certainly be seen, not because of the content, but because of strange) So empty in half, to be tested, the customer's ability to accept the content of the adequacy Blank price (the more inexpensive product, the less worthwhile to do)?

Five, the number "100" yuan more than "one hundred yuan" 25% popular, because it is close to reality

Quester perspective: "near real" argument is far-fetched. It should be said that the Arabic numerals are faster than words, without the limits of understanding and without the direct access to the brain. Therefore, the inclusion of Arabic numerals in the text will increase the speed of understanding of the text. (According to the Chinese national language standard, any Arabic numeral that can be used in the text, as far as possible to use Arabic numerals rather than Chinese numerals, is also the "principle of digital speech" to facilitate speed reading)

Sixth, color advertising is five times black and white ads

Interpretation: a good reason to persuade customers to do color advertising, if the price is not 5 times.

Quester Perspective: If you suddenly jumped out in the color jungle a black and white zebra, is it also will attract your attention? Therefore, to understand that the difference is the greatest attraction, not the form.

Seven, the slogan 8-12 most memorable words

Quester perspective: This is what we often say slogan. Sometimes slogans and titles are one.

Is it easy to remember, but also rhyme or not

"Metersbonwe, do not take the unusual way," a good example. (Phonology is a unique part of Chinese, phonological wrong, make the slogan jerky mute, difficult to catchy)

Eight, the body of the ad text 20 words to read the number of 10,50 words to read the number of 5,500 characters to read the number of 1

Quester perspective: It seems we all hate long-winded, but the fascinating article is not afraid of long, or should take a more detective type of novel, there will be a lot of help.

What is the difference between classical love stories and modern love novels? Classical novels should usually be opened in the middle to see the intimacy of some male and female protagonists; modern fiction should be the first few pages of your passionate shot.

All this shows that readers now need to advance their excitement and think about the current movie structure. For example, the opening of the Minority Report begins by stabbing the pieces of the stolen lover and you can understand that you can not attract your movie within 20 minutes Let you fall asleep, advertising time to you even shorter!

Nine, look at the advertising image than the number of ads headline 20%

Quester perspective: Conversely is: your image can not be attractive to death, your title can not be attractive only to die again!

Image: Title = 1.2: 1

Pay attention to your focus.

There are still some big manufacturers of ads focused on the image, the slogan is small, but a little explanation of the composition. Less encouraging to learn such an advertising model, because: less than a certain degree, you do not have the ability to obtain (or create) the perfect embodiment of the content of the picture.

Ten, the general human mind can not deal with more than seven units at the same time

Quester perspective: This rule appeared very early. That is, if you have seven ads in the same layout, you should be the one you first saw (harder, and often we can not exactly predict what ads are around).

In addition, there should not be more than seven key points in your ad. Someone in the sky, the number of big seven, difficult to surpass.

Eleven, the picture is 16 times stronger than the power of the language

Quester perspective: We used to say: a picture wins a thousand words, this is an empirical. If you learn to use pictures to talk, you will benefit for life.

If you tell me to show you how to exercise such abilities, I suggest that you learn to draw the "four squares". If your skills are up, your key frame in the four squares can be your advertising screen.

Twelve, read newspaper advertising order is the image - the title - the main text

Quester perspective: This is a new direction of thinking, it will now affect us to reschedule the ad screen: in the past we always put the title at the top, it now appears, from excitement and visual process considerations, should be re-adjusted .

XIII, read newspaper ads on the left than the number of 12% more than the number of people, to see more than 60%

Quester perspective: This data may be questionable, from our own statistical Chinese ads in the press situation, it should be on the right, the first half of the location is the best location.

Fourteen, the audience to television advertising to maintain state of mind is 5 seconds, and the first two seconds of the strongest attention

Quester perspective: Heart Sutra: eyes and ears, is six sleep. Voice plays a decisive role in TV commercials. Smell and taste tactile sensations have not yet appeared in multimedia TV ads, but there are many signs that in the near future these things will lead us to experience a truly multi-touch "multimedia" world.

Fifteen, to see the triangle more than 2 times the number of people looking at the square

Quester perspective: By extension, in fact, irregular shapes are more noticeable than regular shapes. This is the common sense of vision, visual psychology "find the edge" phenomenon. Similarly, the same square, you turn it into a diamond-shaped placement, the attractiveness will be greatly improved. (Understood in the digital image can be understood as: scanning line in X, Y axis impact to the edge of the line the greater the probability of the more attractive the graph)

Sixteen, to break the conventional performance Advertising attention rate doubled

Quester perspective: This is a degree of problem. Before a sentence summed up well: unexpected, reasonable. If you make it that is not expected, nor unreasonable, this performance is very problematic.

In this regard should learn more French advertising, rather than American advertising.

Seventeen, nickname because of the characteristics of the memory rate than the name eight times

Interpretation: How to squeeze into that 15% of successful ads to attract the reader is half done.

Quester perspective: Conversely, less than one-fifth of the adverts are appealing. The reasons for the failure of advertising are complex. According to the U.S. advertising market survey, 36% of advertising wasted due to advertisers' misunderstanding of the market and their ideas; 31% because of the creative agency's failure; 83% The choice of advertising media may be wrong.

By the time effect of the effect

From the overall process of advertising campaign point of view, website optimization advertising effectiveness can be divided into ex ante effect, the effect of things and after effects. Correspondingly, the determination of advertising effectiveness can be divided into pre-measured, measured in the event, after the determination.

(1) measured in advance. In addition to the commodity analysis, market analysis, and consumer analysis included in the market research, you may also need to explore the psychology and motivation of consumers and try to test what role information may play in disseminating it to find creative ways, Select the most appropriate information.

(2) things measured. Determining what is going on is an ongoing assessment of the effectiveness of the ads, the main purpose of which is to try to make the advertising strategy and tactics to be executed according to a predetermined schedule without getting out of orbit and being amended in time.

(3) after the determination. Post hoc measurement is the evaluation of the performance of the advertising campaign, focusing on the analysis and assessment of results for managers to make future decisions and plans for reference. (Source: Entrepreneurship)