The spread of the topic advertisement

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The topic advertisement through the design, the plan topic, causes the public opinion, thus achieves the advertisement dissemination the goal. It is an important means for the audience limited attention resources, through the multi-level dissemination of opinion leaders, as well as clever agenda settings, the formation of general public communication activities do not have the affinity and communication effect, in this sense, topic is the core of advertising creativity.

Topic advertising is an important means of fighting for attention

In a world where advertising is rampant, attention means economic benefits. Attention economy is the inevitable product in the information age. The topic advertisement brings a considerable amount of attention rate, which is an important means to compete for the limited resources of the audience. Once the advertisement raises the topic, causes the public opinion, can stand out in the massive information, becomes the other people attention focus. The topic is a kind of attention. The topic is strong advertisement, its dissemination effect is high. The attention expresses is the human interest, the hobby, the desire, the concern and so on level content, it belongs to the individual latent consciousness tendency one aspect. Therefore, to capture people's attention, the key is to focus on people's wishes, tendencies, moods, desires, and so on these intrinsic imperceptible things. This requires advertising creativity and implementation, not only in the form of innovation, but also to the content of a breakthrough.

Topic advertisement is the process of multi-level communication

Topic advertisement is a process of multi-level communication. He was first disseminated to a large group of opinion leaders through various media and activities, which were then disseminated to a larger audience, which was further communicated to the wider audience, thus achieving the effects of mass communication. It is a gradual diffusion, gradual infiltration process, the role of opinion leaders and interpersonal communication brought about by the impact.

Advertising in the mass media transmission, is the advertiser in order to promote the goods by paying to buy the layout or time to spread to consumers. In this way, in the hearts of consumers, there is often a certain psychological vigilance, so that the mass communication of advertising can not achieve the purpose of advertising. Therefore, in the advertisement dissemination, the role which the interpersonal communication plays to the advertisement effect cannot be neglected. According to the Rollov of American communication scholar, interpersonal communication exists as the way of social exchange, namely "the symbolic transfer process in which both parties provide resources or negotiate and Exchange resources with each other in a relationship". Interpersonal communication plays a more influential role in the decision-making process of consumers. The relationship style between the two sides in interpersonal communication, such as family, friends and other reference groups, so that the two sides in the concept, culture, opinion and value judgments have a certain similarity, that is, interpersonal communication often in each other's "scope of acceptance," with each other "assimilation" tendency, in the consumption concept is the same. This affinity for interpersonal communication is the key to changing consumer attitudes. Many consumers do not often contact the advertising message, so often the ads can not directly affect the target consumers, consumer information sources are often those opinion leaders, who have considerable influence in social groups, can effectively expand and enhance the effectiveness of advertising campaigns.

The topic of advertising is actually through the influence of influential people to achieve the purpose of communication. As a kind of word-of-mouth communication, the topic can form positive effect, and may be reverse effect. And the mass media attention attracts and directs the opinion leader to participate in the important question or the hot question discussion, is advantageous to the mobilization its direct dissemination enthusiasm.

Third, the topic advertisement is one kind of agenda setting

The topic advertisement is through to the public opinion organization, to the social topic agenda setting to achieve the dissemination goal. The theory of the issue of mass communication is that: media issues are particularly important to highlight certain facts from countless objective facts, thus affecting the public's perception of those issues as important, and the frequency of facts or topics appearing in mass media as the main basis for the audience to judge the facts or topics. The American scholar Kuhn once said: "The press may not always be successful in telling people what they think, but it is extremely successful in telling readers what to consider." The same is true of topic advertising.

On the way of advertising agenda, can be understood from two aspects, one is that the community has a variety of hot spots so that people concern and focus, the use of advertising creative to organize public opinion is to these hot topics summarized, refined sublimation and actively guided. The second is to use the media to pay attention to the current social trends or predict the future development trends, and actively plan public relations events and advertising activities to achieve the organization and guidance of public opinion.

As a kind of agenda setting, the topic advertisement uses the media consciously to hype, form the focus, produce the strong positive social public opinion, borrow and manufacture the topic information through the advertisement originality, and lead the audience to pay attention to achieve the advertisement dissemination purpose.

Topic is the core of advertising creativity

"Advertising creative is a kind of control work, advertising creative is for others dowry, rather than their own marriage, excellent creative people know this way, they are familiar with goods, marketing plans and other information on the basis of the development and win advertising campaign, this is the real meaning of advertising creativity." "Advertising creativity is an effective and creative way to communicate information, the core of creativity is to find, design, creative topic." "Consumers will only remember one thing in the ad--or a strong proposition, or a prominent concept," Roserives said. "The reason why successful advertising can impress millions of people is that it aggregates all the parts into a focus, a topic, like a convex lens, so that the advertisement not only glows but also heats up." (Zebian Admin01)