The truth of the advertisement

College students can't advertise

Advertising is two words--human nature. To give a simple example, let us look at the performance and experience of the advertisers, we will find the mystery of advertising.

The following three individuals, the most frequently mentioned by the advertising industry, are the three Masters-David. Oh, Willie, Bill. Burnbach and Burnett. David. Ogilvy founded the world-famous Austrian advertising company, Bill. Burnbach is a Elvis car rental line "We are the second, but we work harder" and the Beetle "think about the small benefits" and other famous advertising creators; Burnett created the best-selling world 40 years of the Marlboro brand.

Three of masters have difficult to count the advertising works circulated in the world, the world often like to compare them, to their achievements made many different evaluations, most of them no.

But I found one big problem: Bill. Burnbach and Burnett's advertising works are often very shocking, in terms of advertising jargon is, there is a big idea. Elvis rental car, Beetle and Marlboro three brands won the "100 Years of the world's greatest advertising," the top 10, two masters created the world-famous brand. The opposite view of the Olympian, is much inferior, his work is often too ordinary to see any originality, and his most famous works are nothing more than "the only audible sound on the 60-mile-per-hour car is the electronic clock" Rolls-Royce, and the ads for the Halves shirt's two brands. But from its advertising effect on the Rolls-Royce brand contribution rate is not high, and Halves shirt has not become an enduring brand. In short, if the advertising is a single point of excellence, the Olympian is far more than the two masters.

However, if we count the number of products that the Olympian sells through advertising, it is 6 times times more than the two masters added!

What does that mean? The most sales force of the Austrian ads!

This is why in the United States, the "20th Century to 9374.html" > The world economy has a significant impact on the 100 people, the Austrian grid became the only selected advertisers reason!

Facts speak louder than words. But why would an Olympian win a lot more than the two masters in the same era? It's hard to get the right answer from advertising quality analysis alone. But if we analyze the experiences of three masters, the answer will be self-evident.

Bill. Burnbach and Burnett are college students, trained, theoretical self-cultivation is very deep. which Bill. Burnbach is also known as a "real gentleman". The two Masters almost graduated from college and entered the advertising industry, and lived a respectable life. And the University of Austria has not graduated from school, long engaged in salesmen, market investigators work, because of these two jobs, so that the degree of understanding of the human nature of the Austrian people than the same era of great advertisers. So, his advertising in persuading people to use products, no one can! This is why the ads appear to lack great creativity, but the actual sales force is particularly surprising reasons.

There was also an ad guru called Hopkins, who sold his life through advertisements as much as the Olympian, and no one could have been more in the same time. Why? He was a salesman for carpet cleaners at the age of 17, and he paid special attention to market research, almost every ad he conceived, to come in and test himself to see what people were doing to his advertising, and then to revise it to make it public. So advertising a street, often can receive miraculous.

Hopkins has more to do with the public than the Auschwitz, even slightly more extreme. He insists that "anyone with a college education cannot promote writing for mass market products." "But also because of his social practice of this paranoid, he invented the imposition of goods, trial, coupons to distribute samples and other proven marketing magic weapon."

David. He praised the times to the effect that "anyone who does not take Hopkins's book seven times and cannot advertise it has changed my life." "These examples illustrate the truth that only people who have a thorough understanding of human nature can make good ads, advertising is human nature!"

Capture 1 billion of consumers ' recipes--rich ads are good ads

Another example of the side, this example is familiar to the Chinese-brain platinum ads, overwhelming, people disgust, in the advertising industry is condemnation, smack, a great deal of hate can not draw its ribs, grilled its skin can jiehen potential. However, many advertisers finally accidentally found that they unknowingly bought a box of brain platinum! Isn't this thief, slapping yourself?

The problem is not so simple. This hides the core secrets of the brain platinum AD. Brain Platinum TV commercials are renowned for their poor creativity. No originality "," soil slag "is the most evaluation, but the use of a brain platinum advertising language" Effective is the hard truth ", the brain platinum is relying on television advertising, the product from the effect of demand to gift demand, not only effective transfer of consumers to the efficacy of brain platinum excessive attention, and make the direct purchase of brain platinum more than the target consumer groups, so that the trend of the popular brain platinum market again and again into the geometric progression of rapid amplification, the gift market to cultivate a big cake.

In addition, melatonin is often used in the press to make soft articles, with "Earth people can also live forever?" "," Two biological atom Bombs "," 98 the world's most concerned about people "," one day does not defecate is equal to smoke three packs of smoke "," woman 40, flower or tofu slag? " ”...... The great headlines, such as the breathtaking win, make people imperceptibly believe its authenticity.

These news contains information unheard of by the general public, whether from the content of the news, authority, or readability, popular, can arouse the consumer's strong desire to read. People to the News "authenticity" judgment ability is poor, very susceptible to its influence, Ning believes that it has, does not believe its none. News hype combined with typical events, scientific exploration, human destiny, and so on, not only completely eliminate any alert psychology, but also strongly shook the hearts of consumers, look forward to science can benefit themselves as soon as possible, the formation of the brain platinum hunger mentality, with a strong lethality. News reports in the strategy of platinum, its momentum and effect far more than other forms of soft text.

Subsequently, the brain platinum through the very high frequency of CCTV prime-time advertising, audio-visual bombing. There is a benefit to this, high-frequency CCTV TV ads undoubtedly left an impression: Brain platinum really have the strength!

The dense television advertisement establishes the brand popularity, is the Chinese many enterprises can quickly enlarge a secret. As long as you dare in the CCTV high-density advertising, every day in the provincial satellite TV, local TV ads, no matter how long a household name, a household name will have a taste, China's large population base, enough to eat the factory.

This recruit, many enterprises know, but many enterprises either have no funds to put, or dare not adhere to, can not bear the advertising lag effect brought by psychological pressure.

TV ads in 5 seconds and 10-second standard version of two, of which 5-second advertising flagship brand, 10-second standard Moderator v. Gift, 10 second gift advertising sometimes extended to 15 seconds of gift-giving enhanced version. TV ads mainly in A period of time to play, especially the high ratings of the TV dramas Cut and broadcast, the TV series cut to ensure that the three first, that is, the brain platinum ads is the first TV drama Break, the last first advertising, TV series before the beginning of the countdown to the first advertising and the penultimate TV drama If broadcast in section C, it will be followed by intensive insertion.

Brain Platinum Television advertising began in 1999 in various local Taiwan dozen, 2001 after the change in all over the satellite TV and CCTV, only the 2001 cost of more than 100 million, these ads focused on CCTV and other strong media high-density delivery, every day in prime time, Asian prime time rolling broadcast, feature films, efficacy films, Gift-giving three versions of the ads to complement each other, the combination of play, forming a overwhelming, crazy bombing of the situation, resulting in a remarkable spread of strength.

In addition, the city market atmosphere is also a key to the success of brain Platinum marketing. Brain Platinum flagship City market, so willing to put the effort in outdoor advertising, willing to put ads in the terminal, willing to work on promotional efforts. The market atmosphere is to create market sentiment, Chinese people like to follow the bandwagon, with the popularity of walking, if a health product in the market is not popular, it is not done. Every holidays, the brain Platinum planners will report the common people snapped up brain platinum crazy scene, in the form of news tracking, the report consumption wave, dealers, merchants and manufacturers of hot and overtime production status, establish the reputation of the brain platinum, to cater to the public psychology, set off a greater rush of buying frenzy. A high frequency advertisement, a lively atmosphere, the people's consumption desire to tinker.

Brain Platinum advertising Here shows a tactic: in China, the brand behind is not culture, but strength. In China, because of the prevalence of credit problems, consumer products are far from the level of consumption culture. This does not deny that some consumption such as tourism, Western food is indeed in the consumer culture, but most of the consumption is still only at the level of physical feelings.

Therefore, marketing a product in China, a crucial link is to let consumers think you have the strength, the strength on behalf of the credibility, on behalf of three packs can be implemented (on-call, shifting, repair), frankly speaking is, out of the problem to find people responsible. This is very important, who can give consumers this impression, whose products will certainly sell well in China!

So, melatonin is very clear about this, and its ads often change, but ça. That is, ads appear in a large number of people, men and women are all, laugh often open, to ensure that the promise of flying and so on, do not underestimate these vulgar can be means, this is precisely captured 1 billion of consumers secret recipe.

In 2000, there was a Chinese television advertising selection, in the worst advertising and the most effective of the two awards, melatonin is included in the top 10. So, I was talking to the advertisers around the brain platinum to often say: "The secret of brain platinum is not a panacea, but human nature." "Careful observation of every marketing step of melatonin can be said to be full of this human bomb."

In the United States, there is a similar example. Procter and Gamble Company subordinate a "clever door" brand of toilet paper, with a nickname called "A Cannon" (Whipple) of the old man as the image spokesperson, the old man every day on the television to the audience desperately to introduce the benefits of this paper. Extremely annoying. The nausea index is even more than melatonin, one of the most unpopular television commercials of the the 1970s, and several years of market research have shown that the ad is incredibly stupid.

But the scary thing is that the 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 them can replace Mr. Cannon. Mr. Cannon sold billions of rolls of toilet paper and squeezed Scott's toilet paper into his first place.

I have a central point of view in "punching and kicking ads":

Creative ads are not good ads

This is human nature and people don't buy their products because they are bored with an ad. Why is this self-speaking, boastful advertising can flourish? Because it implies a vital truth: the simpler things in the world are the more common things, the more common things will be more easily source far, prosperous. Why? Because the world is infinitely complex, the process of conquering nature and conquering society is to find the process that is enough to complicate the common law of simplicity, and only by finding common laws can people effectively understand and transform things.

Therefore, the spread and evolution of human civilization is also the process of passing and sublimation of simple common law. And these refined common laws mainly through the form of writing, Corne and architectural art will be passed down forever. This is a simple Lao Tze's << moral through >> said the universe all the truth, summed up the law of things. And the more profound philosophy of later generations the more one-sided, only its one-sided can be profound, only its profound can not be comprehensive, the reason lies in this.

Therefore, after a long history of baptism, mankind has advocated the initial, simple common sense of this collective unconscious. Therefore, only the integration of things in common will not be lost. Many successful people and successful things in history have adopted the result of "common law".

We can see that almost all the people who can lead the masses to play the Jiangshan, all of them have the characteristics of mass personality, and will never be intellectuals complex or aristocratic personality of people; almost all economic theories with broad markets are centered on raising the overall demand for commodities, such as Keynesian and socialist market economy theory.

Almost all religious classics are spread by universal adaptability and popular stories, thus lasting for millennia; almost all immortal works of literature are the subject of praise for justice, love and freedom; almost all the works of art that have been handed down in the form of people Almost all the people who are widely sung are catchy songs. Almost all the graphics that have been remembered are simple and harmonious forms; almost all of the people who have been widely used are the things that have been accepted from the outset .... In this powerful human cognitive inertia, things with independent personalities often do not have the eternal charm.

Why do you speak from the words, bragging advertising can flourish? Because it is the beginning of advertising has a form, but also the first recognized by the people of the form. Because the most direct expression of advertising is this kind of Wang Po sell melons, employing to make recommendations of the form, so, people think that this is advertising, advertising should be so, to sell things to me should be so!

Therefore, the various types of people loved by the brain platinum, as well as White's "Mr. Cannon" became a great salesman! This gives us a good revelation: is not the need for creative advertising is good advertising? My answer is no.

Based on the above understanding, the more creative the more personality, the more personality will not be long! Although by the wonderful image lets the person remember to live, enters the person's impression, but lacks the universal adaptability and the persuasive power, cannot enter the human heart, thus cannot be lasting.

The two advertising cases also illustrate a problem, the advertisement is not beautiful is not a relationship. It is important that the advertising does not reflect the strength behind the product. This strength can be achieved through high-frequency advertising, of course, the subtext behind the High-frequency ads is: I have the money, so I advertised.

Later, the ad companies that tried to replace Mr. Cannon with a brilliant idea summed up the truth: "It's like magic, the more you annoy people with repetitive ads, the more people buy your products." So, I often say to The Advertiser: "Rich ads, is good advertising." "Because your advertising frequency is high, so you can see you have money, you have money, so you have the strength, I could trust you-this is a simple logic!"

Spending money is the largest BI in a business

Once contacted Kunming a large-scale commercial center promotion plan case, the trader cautious step by step. Can't help but sigh to the assistant: "Operation a big project must match the big boldness to go to the plate, otherwise difficult to succeed." Sometimes, spending money is a company's largest BI (behavior recognition system), only dare to spend money to achieve the maximum recognition of people, the mountains facing the water is not as enk as people, there is a tide of money. Big items Play not careful, the more refined the more damage! "In Guangdong Province, I worked in the four innings have a" fifth season "beverage brand. I often see some of the advertisers and customers who come to visit and exclaim: Wow! The fifth season is what you did, this ad is too good! "Damn it!" No brains, you do not want to think, why do you say that the fifth quarter of the advertising is good, not just in the TV bombing, all over the street in the publicity! A face ripe, become a good advertisement! High frequency of advertising, high degree of familiarity, is good advertising? This and So-and-so woman Sue So-and-so star sexual harassment for media baking, easy to become famous, what is the difference?

To tell you the truth, rich ads, is a good advertisement!

As far as I know, planning the fifth quarter of the advertising of the provincial wide advertising veteran think no less than 100 ideas, the customer is picked on the most boring one, and is said to open his fingers to represent the fifth quarter, or a photographer to come out.

Find a half of the Chinese do not know, the appearance of unpleasant Japanese women to be the image of the spokesperson, coupled with a few so-called dynamic fashion lens, this patchwork advertising is also good advertising?

NO! This is "rich advertisement". No, just grab a guy on the street. Let him be the director of the film, and then spend 30 million on CCTV for a few months, and then in the streets to do a good job shop ads, and finally you casually in the street to catch a person to ask, he will certainly tell you that the advertisement is really good.

So, spending money is the biggest bi! of a business.

But what if there is not enough money? There is a story that can enlighten everyone: a boss in business is not smooth, lost a lot of money, only more than 100,000 yuan. To hear a famous tourist attraction in Yunnan, the establishment of investment departments, the development of scenic land. As long as the land has a hope of a comeback, but who will ignore a only more than 100,000 of the boss!

The boss thought a night to come up with a recruit, the next day, spend tens of thousands of yuan rented a Cadillac lengthened type opened to the scenic area, negotiations really progress smoothly! The boss got to the ground, and drove a Cadillac in the city for one weeks, next he through a series of capital and rules of operation, invigorated the plot, become the landmark project, successfully rolled over!

The story gives me a good revelation: we can't always be rich in front of everyone, but we can put the rich in front of everyone for a certain time.

If the advertisement in the most needed two or three months time, in a certain area of hyper-intensive release, its effect must be all-conquering!

Will spend money, is the biggest idea!

Advertising frequency is the greatest advertising creativity!

The largest and most successful enterprises in the world are the biggest advertisers!

Just right, recently heard by the media as "China's first outdoor advertising," Mr. Success talk about the management of outdoor media. He talked about a core strategy: the biggest strategy for outdoor media is to cover it! The previous year to do several single column advertising costs, into a short period of three months many varieties, combined, large-scale coverage. The same price would do much better.

Yunnan Several famous tobacco brands in the new market, the most enthusiastic about the use of such a short time coverage strategy, often to make sales of assault sexually hyperplasia. This is a powerful strategy, with the conclusions we have come to be similar, the core is, high frequency, large range.

What is this human principle? Violent things are the easiest to change people's minds!

Everyone has such experience, encounter unexpected things (strong, short time to cover the things we feel), such as earthquakes and fires, people tend to lose the ability to cope with a short time, become confused. At this time, people are the most vulnerable, the most easily exert influence. On the contrary, one thing again how touching, time is long indifferent, almost no longer have any influence. The same is not the same with the moral, it is human nature!

Things in the world, often the avenue to Jane, the simpler, the more powerful!

Big scene is a big idea.

As long as the people with advertising experience, will find such a common phenomenon: the boss asked its TV ads must be majestic, the best in the picture on the Great Wall, Taishan, Yellow River and other scenes, as if not so not enough to show the momentum of their enterprises. When faced with such customers, almost all advertisers will shake their heads, the back of the big scold boss is a hick.

In fact, this is a big fallacy! The boss is standing on the front line of the market every day, consumer to his enterprise and product how to look, the boss clearest!

When I was vice president of an advertising company in Guangzhou, I led a very formal consumer interview on a train from Guangzhou to Shanghai, which lasted two days. In the course of the investigation, I found that almost 95% of the respondents chose the type of advertising style they liked, invariably choosing the "atmosphere" in the 10 advertising styles. In the subsequent thousands of questionnaires, there was still no less than 90% of the approval rate.

This shows that an advertising film, especially corporate image advertising, the atmosphere is very important. This reflects the degree of trust that consumers have for you.

Therefore, the boss's market sense of smell is as sensitive as the hounds, must not underestimate the boss's advertising talent, this is born, is the market forced out! This fix, advertisement person still too tender!

If you look at the scenes of the Great Wall, Mount Tai and the Yellow River, you will see that something is more persuasive than the legacy of these ancestors. More atmospheric? More content? More representative of a national boldness?

China has always been a lack of integrity of the market, people tend to be intrigues the mall scam get dizzy, everyone has bought fakes, ill-made experience, everyone has been Shawa feelings, everyone has been over experience.

In such a market environment, enterprises sell themselves, marketing products, what is the most important? Of course, win honesty! What is the best way to win honesty? Of course is to show the strength and boldness! What is the best manifestation of strength and boldness? Of course, the Great Wall, Tarzan, Yellow River! Both ancient and strong, is the national spirit of cohesion, is the symbol of Unite, is the millennium not regret the commitment, is a symbol of national strength! This is the wisdom of the boss.

Light This, enough advertising people to learn for several years! Don't believe it! You can do a survey in China at least 90% of people believe this kind of advertising, remember, I say is "Believe", not "like".

Don't look at the economy with advertisements

Advertisers are apt to hang the word "strategy" on their lips. As everyone knows, advertising in addition to the "strategy", there are more important "strategy." A well-known domestic consulting planners in the study of Japanese enterprises, the incredible discovery: the Japanese brand strategy has been set to more than 100 years! And their advertisements in China generally use the image of children and women.

Why? Because the Japanese target their product marketing goals to the next generation in China, they are playing the abacus is ten or twenty years later, these children will become the mainstream of social consumption, and now with Chinese enterprises to fight a life-and-death, rather than focus on the future to cultivate a second generation of Japanese goods loyalty, bloodless occupy the future market.

This is the entrepreneur's wily advertising strategy! Perhaps our "creative" advertisers are still cloying for the Japanese company's advertising, your home is already full of people's products!

There are many advertisers who will diversify and extend the brand to lambasting, I don't think it's right to put all the eggs in one basket, and I don't think it's right to put eggs in N baskets, they have only one theory and one egg in one basket.

In fact, this is a macro-economic problem, far from a category of advertising knowledge can be accommodated. Why do Chinese enterprises and even Eastern enterprises especially like "all-round" development?

First, China and the eastern economies are underdeveloped, most of them are in the period of Dapodali to rebuild the rules of the game, all walks of life are not standardized and on the right track, so competition is relatively easy.

Second, many companies have the experience of speculating in real estate and other similar industries, so they are inherently speculative in the blood of these bosses.

Third, at this stage of China's Agricultural society, industrial Society and the Information society churning mixed era, enterprises in the market does not really locate and divide the sphere of influence. So some companies change or have a higher chance of success.

Four, business is bigger, will inevitably involve two major areas: first, the real estate industry, the second is the financial securities industry, business is bigger, the inevitable change of business mode: That is, from a single product management, industrial management, to asset management, capital operation and brand management transition.

Access to financial and capital operations will involve many other industries in accordance with the capital strategy plan, when capital market changes are key and industry relevance is relegated to the next, and irrelevant diversification becomes mainstream.

Five, the nature of capital is chasing profits, when an industry or industry can not accommodate the capital expansion of enterprises, it must look for new investment space to achieve value-added. The instinctive impulse of capital is the important cause of global integration and the engine that all economic elements are combined to grow together. This is the core energy that determines the development of society, is not a set of so-called brand principles or advertising theory can be bound!

Therefore, I would like to remind some very condescending advertisers, do not blinders, need to know the advertising strategy on top of the enterprise or product strategy, the strategy above also has the boss in the market flash strategy maneuver.

Perhaps you will think that advertisers do their own thing is enough, do not care so much. But don't forget that advertising is a kind of business services, do not know how to do good business services? Understand the business, planning to display the space and means, advertising can be targeted.

Advertising is a full direction of the bow, planning is responsible for the bow put on the arrow, this arrow is iron or steel, is a or a few, lethality big difference! It depends on the heat of the business forging.

Business is the operation of resources, planning is the integration of resources, advertising is the packaging resources, only business, planning and advertising the combination of both to use good resources, sell resources to change assets. The future advertising will inevitably to the planning of advertising development, to the black market development. This is an irreversible trend!

When I was in the province, I defended my client's views in the presence of two deputy directors and director of Planning Bureau in the province. It was a brainstorming event for Dongpeng ceramics, and members of the project team talked about the customer's marketing director, and they don't have a fight. Because, the market director asked us to the corporate image of television advertising to take this idea to shoot: a red sun rising, a big Peng flew over the Yellow River, fly over Tarzan ... and finally, when flying over the Great Wall, the bricks of the Great Wall became a piece of tile.

Everyone listen, laughter: This is what creativity, vulgar home!

I tell you, I think this ad has his thoughts in it, what thought?

First, he let Dongpeng the image of the logo-Dapeng appeared.

Second, his originality is indeed the atmosphere.

Third, his products appeared, and appeared in large numbers.

I said, "You think it's bad because you think it's not beautiful enough." But have you ever thought about it: consumers believe in the beauty of the enterprise, or the atmosphere of enterprises. If you think about creativity from the perspective of the atmosphere, can you think of something more atmospheric and persuasive than his creativity? "I said it and looked at everyone for two minutes, no one answered."

This is also human nature, some things, others do, we feel very simple, but call you to do, may not really do better than others! Advertising is human nature, in addition, there is no secret!

All

Brain Platinum only mastered two of the most basic Chinese human nature is successful.

One is "All", a man said the tiger came no one believed, two people said the tiger came and no one believed, three people said the tiger came to all of us believe. So there's a feature in the Platinum TV commercials: Baby, cartoon or reality, there are a lot of people. Everyone shouted "effective" in unison. Add in the tone of the news. So, no way, the whole country believed.

The second is "to come without indecent assault." China is a state of etiquette, since ancient times advocating "to not indecent assault also", the brain Platinum TV ads "This year, the festival is not receiving gifts, only the brain platinum" to seize the consumer's mind unique gift positioning, with the level of consumption and material life to improve, People pursue a healthy body more than anything, send the brain platinum than traditional gifts to send tobacco and alcohol and other unhealthy gifts have a significant advantage.

Such positioning has "send gift who" full domineering. Coupled with the high frequency of the hint rate, so that consumers think of gifts, think of the brain platinum, melatonin became the first choice in the gift!

These two human nature is simply "conformity" and "face", this is not the Chinese core of the two major human characteristics? OK! The target consumer group for this ad is 1.3 billion people!

Shi Yuzhu will be the success of the brain platinum positioning as the first brand of gift market, creating a China's health care products marketing precedent! At the same time, original news advertising, the Chinese two great human nature played in the palm of the hand. A Master of human nature!

A computer person to sell products so unprecedented, I guess Shi Yuzhu himself may not even an advertising book or planning book has not seen the whole, but what relationship?

Kung Fu in poetry, master in the civil.