First of all, I must introduce myself. I have been to many homes, which requires you to grasp the key points, such as copywriting, highlighting your writing creativity when introducing, and so on. You also like writing, so you can highlight this aspect.
There is a difference between copywriting and copywriting, especially advertising. Writing is of little use. I will definitely ask you what you think of advertising copy, what you like about some advertisements you have seen, what are their characteristics, and why you think these advertising copies are good.
Many positions now require experience. It is better to have works. If you don't have any works, you may need to prepare some questions, such as: What words or sentences do you think you have written better and creatively? What are the meanings and highlights of these words? ...
Also, if this advertising company is mainly local people, maybe you should know the following characteristics of local people, what kind of creativity and thinking are suitable for them, what kind of people they are, and how much do you know about local culture.
There is also what kind of articles or books you prefer, what kind of articles or books you are good at writing, what books you particularly like or recommend to them, and so on. ...
That's what copywriting is all about anyway. I haven't thought about anything else, probably from the aspects of words and creativity. Good luck and a successful interview:)
2. How to write the title of 1 well, so as to be tempted by "profit".
Soft articles are different from other types of articles, which are generally published by merchants to promote products and brands, so we must use "profit" to attract people and directly indicate our interests in the title! 2. Be "new". It is common sense that people are always interested in new people and new things. Grasping this feature and creating soft articles with news value will often cause great sensation, especially when it is spread on the Internet. The common words in news headlines here are: surprise, the first time, the first time, leading, innovation, and finally, the wind and water are surging! 3. Move with "love".
People are emotional animals, and the author must put his feelings into writing this title! 4. Touch things. Story-based titles are also more touching and attractive.
5. Use "hanging" to attract people. The TV series "Latency" was very popular when it was broadcast. Why does this play attract people's attention? It's largely because of one wonderful story after another, because you can't guess where the next gathering will go. The same is true of writing soft articles. Judging from the title, it lays the groundwork for readers to read the text because of surprise and conjecture.
Such a title should be interesting, enlightening and suspenseful, which can trigger the subject to answer. 6. Charm with "secrets".
Like suspense, everyone likes to hear all kinds of truths, and human instinct for knowledge also makes everyone prefer to explore unknown secrets. Therefore, secret headlines often attract more attention. If you pay attention to CCTV Spring Festival Gala, you will find that once the annual magic is over, there will be a wave of revelations on the Internet, and related posts will be heated up.
Key words commonly used in such titles: secret, secret, truth, behind, trick, etc. 7. Scare people with "danger". The title of intimidation was first seen in soft articles of health products, which attracted readers' attention to soft articles through intimidation, especially for patients with certain diseases. You can trigger * * * after seeing the relevant soft text! Later, this intimidation technique also began to change into stating a fact, which can make others realize that his previous understanding is wrong or have a sense of crisis.
8. Call people by asking. The easiest way to make readers feel closer to the title of a soft article is to say hello, just as people in China always ask "Have you eaten?" ! Obviously, it is often more attractive to attract readers' attention by talking, asking questions or calling them by their first names. Maybe even some people who are not asking questions will pay attention to this soft article because of strangeness.
9. Surround people with "fun". A good title of a soft article will always be remembered by readers after reading it, thanks to the language used by the creators of the soft article.
Vivid, humorous and humorous language can make the title vivid and humorous, and appropriate rhetorical devices and homophonic effects can make readers memorable after reading it, even willing to pass it on from mouth to mouth. 10, subject to "discussion".
Suggestive headlines are the ones we often read, especially when doing promotional activities. Such encouraging headlines are common, but it still needs to be worked hard to get out of the routine. The author suggests that people should start with rebellious psychology, don't let them do anything, and let readers often think about what to do. 1 1, borrow "celebrity".
Everything about celebrities is concerned by the public, whether it's their work, their lives, their interests and so on. If the things or products you promote can be close to celebrities, it will definitely attract the attention of many readers through the gimmicks of celebrities. I remember when Dānlín won the Beijing Olympic Games, he threw shoes at the audience. The next day, there were more than 65438+100000 Dānlín champion shoes on Taobao, which was the star effect.
12, borrow "Niu Ren". In the information society, besides public celebrities, all walks of life have some recognized talents, such as Mr. Fu Wei in the SEO field and the author in the soft text field. With the help of these cattle people or these well-known institutions, make a sound from their mouths and attract everyone's attention! 13, borrow "hot spots".
Seize social hot events and news as the source of soft article title creation, guide readers to pay attention to soft articles through public attention to social hot spots, and improve the click-through rate and reprint rate of soft articles. Soft authors can pay attention to recent hot events with the help of Baidu's search list. The hot spots here are as big as the Olympic Games, the World Cup and the Shenzhou VI, as small as the labor shortage in society and the flower ordering tide at Christmas.
14, borrow "popular". In the internet age, some popular words will appear every once in a while. In the past two years, Hold, you know, can't afford to hurt, 100 yuan is not given, and then Jackie Chan's spoken language duang ~ ~ ~, these buzzwords with high frequency of use can also attract readers' attention to some extent.
15, borrow "culture". With the help of poems, idioms, allusions, ancient Chinese, proverbs, two-part allegorical sayings, spoken language, professional terms in the industry, commonly used military terms, foreign languages and dialects, place names, movies, operas, songs, etc. , created the title of the soft article, enhanced the "cultural accomplishment" of the soft article, and reduced its advertising flavor! 16, exaggerated.
Use exaggerated or even radical views to attract readers' attention to something or a certain point of view, and then become interested in the content of soft text propaganda. 17, historical type.
China has a history of 5000 years. When it comes to the history of XX and the most XX event in the XX dynasty, it is bound to cause a sensation and concern. Using this feature, when we are writing soft headlines, we can attract readers with the help of the most XX events in history.
18, contrast type. The titles of this kind of soft articles show their advantages by comparing with themselves or their peers, so that readers can deeply understand the uniqueness of the products or services that soft articles want to promote.
From soft titles, we can also evolve and create various soft titles and selective soft titles. 19, digital type.
How powerful numbers are, what kind of spiritual collision numbers can give people, and how effective huge data will be. These questions do not need to be answered. We just need to seriously think about how shocked we are when we encounter numbers. Shock a person's mind from numbers, find the answer to curiosity from numbers, and gain a kind of power from numbers.
Beijing track brand.
3. How to write an advertising planning case 1? Planning and creativity are rooted in the cultural background, born from the collision of thinking, and are good at accumulating experience.
2. Planning always needs new ideas, directly targeting the market and sales. 3. Planning and creativity require practitioners to be experts, not sages; It is to solve the problem, not to turn the stone into gold.
4. Planning creativity is an intellectual industry that integrates team organization behavior, expert behavior and industrialization process behavior, and it is a long-term and lasting cause. Second, planning manuscript writing 1. The most taboo is empty and behind closed doors.
Second, avoid rhetoric and rhetoric. Three bogeys: poor writing, no spelling, sir.
2. Articles are the external embodiment of thinking, and inferior manuscripts will cause irreparable losses to the company's image. 3. Planning this position is always faced with all kinds of new things, which requires practitioners to know the project as deeply as possible in the shortest time.
4. Planning is inseparable from in-depth and subtle investigation and study. Before writing a manuscript, the planner must have a "crash study" in related fields in order to become an expert from ignorance as soon as possible.
For example, if you write a large-scale pen meeting of 50 famous painters commemorating the 50th anniversary of Tibet's peaceful liberation, you can't plan a pen meeting of famous painters without understanding the "three cuts on one paper" and the market of Wu Guanzhong and his works. At present, there are only a handful of well-known painters in China, but there are only more than twenty. Just to commemorate the 50th anniversary, they invited "Fifty Famous Painters", and all the topics attracted ridicule from experts, not to mention their business.
Only after investigation and study, go out to understand the situation, know fairly well, and then start writing can you write a good planning copy. 5. There are many methods of investigation and research.
The most effective way, besides consulting literature and interviewing customers, is to visit senior experts in the industry. 6. Planners should always pay attention to current events and news policies, find out the highlights that conform to the times, avoid unnecessary taboos, and get recognition from customers.
Third, the format of copywriting should be standardized, and good and well-trained office habits should be developed. Generally, the planning draft for customers should apply the header, page angle and page number in the format specified by the company, and the standard Word and Excel document formats should be used for typesetting and numbering. If you print official documents such as agreements, you should generally follow the principle of "the title is in bold and the text is in song style".
When the computer inputs, it is necessary to write an appropriate and easily distinguished file name and save it, instead of typing a name at will. When sending an e-mail, you also need to write an appropriate and easily recognizable subject name for customers to read.
It is forbidden to send emails with no subject or click on the subject at will. Completed manuscripts should be deleted or saved in personal folders in time, and computer data should be cleaned regularly.
4. Seek the title of an article in the advertising department from the perspective of advertising copy planning. The landlord chose an industry and made an example of advertising copywriting planning. Cups are cups of different colors.
A cup has hundreds of pronunciations in the mouths of different nationalities. Therefore, good design does not need translation, and good copy can only be local! The right to speak in 4A Office belongs to English, Cantonese and Minnan in Taiwan Province.
The context of China market only belongs to Chinese and dialect slang in Chinese. Therefore, a good copy must respect the mother tongue, and a copy that relies on foreign self-esteem must be a traitor in the copy.
It is no problem to carry foreign letters with Chinese characters. The internationalization of copywriting style is inevitable.
Ideology must be modern! Modern! Postmodern! The local language copy cannot be "local"! The key is whether what you write is Chinese context and sense of language! This paper makes some understanding and comments on the grammar of Chinese copywriting. Only for Chinese people * * * and the domestic market, only belongs to Luo Dazuo personally, it must be universal! Wear Ogilvy's, Leo Boehner's, Sun Huxun's or Xu Shunying's glasses, and you will be disappointed! 1 Words are better than words.
Words speak louder than words. Words are better than sentences.
Simple sentences are better than complex sentences. Only one word or one word is best! If the space is what you want to say, never press the second key! If you want to say no spaces, throw away your keyboard completely! Advertising copy is spoken and spoken, not hieroglyphics and characters.
Advertising copy is the addition and multiplication of interest, and the subtraction and division of reading! Of course, the above rules are also established in turn, as long as you can earn readers' questions and eyeballs! Nouns are better than verbs! Verbs are better than prepositions! Adjectives are the worst! Good copywriting can use onomatopoeia as the title and make a series of ideas! Bad copy, take away the adjectives and there will be nothing! A bunch of adjectives can't inspire design and make pictures! The vividness of words is irreplaceable by pictures! Advertising is not an elegant art, but it is by no means an adjective ring. The most unsuccessful copywriting is that the subject, predicate, object and interface sigh everywhere! Advertising copy has its own grammar or anti-grammar. Wonderful advertising copy is better than correct, and innovation is greater than rules.
Advertising copy is by no means a sentence assignment for primary school students! Of course, in addition to descriptive and introductory and a few special copywriting. Remember, if you can resist the customer's * * *-it's best not to have complete sentences in the newspaper copy! The closest art form to advertising copy is that the advertising copy of modern poetry, like modern poetry, is a branch style. Like modern poetry, advertising copy emphasizes the leap of writing language and creativity, and advertising copy is as short as modern poetry! -but a complete erection! A newspaper without branches is doomed to failure! Copywriting without branching is doomed to failure! When writing an advertising copy, you must remember that you are not writing an article, but writing lines. There are no punctuation marks in the advertising copy, that is, there is no logic between sentences in the advertising copy. If punctuation is necessary, please use more periods.
In other words, you should try to end your sentence with short sentences (words or phrases are better) that can stop directly. Some advertising copy is more of a period between words.
If you find in an advertising copy that there is only one period and one sentence at the end, please pay attention. It is the sense and speed of the sentence, not the semantics and logic! What is the name of the advertising copy? No matter who is used in a poem, it is the first person. There are narration advertisements behind novels and plays. The famous poet Ouyang He Jiang asked, "Who is talking?" ! "If you have to answer: advertising copy is what the second person said. From the perspective of consumer psychology, it is not a person or a group. 7 "Literally" or "Say" One of my Hong Kong directors once made a slip of the tongue and said "I want a copy" and "I want a copy". In fact, in many cases, advertising copy should be a speech rather than a text.
Good advertising copy should be auditory, interesting and oral. There is a simple reason. Communication is the first priority of excellent advertising copywriting, that is, your copywriting should not only be remembered by people, but also be mobilized for him to say it, not only because he likes to say it himself, but also because he likes to tell others, so that it can be popular and spread.
A cup with different eye colors is a cup in Luo Dazuo's Chinese Grammar Dictionary (classic reprint). A cup has hundreds of pronunciations in the mouths of different nationalities.
Therefore, good design does not need translation, and good copy can only be local! The right to speak in 4A Office belongs to English, Cantonese and Minnan in Taiwan Province. The context of China market only belongs to Chinese and dialect slang in Chinese.
Therefore, a good copy must respect the mother tongue, and a copy that relies on foreign self-esteem must be a traitor in the copy. It is no problem to carry foreign letters with Chinese characters.
The internationalization of copywriting style is inevitable. Ideology must be modern! Modern! Postmodern! The local language copy cannot be "local"! The key is whether what you write is Chinese context and sense of language! This paper makes some understanding and comments on the grammar of Chinese copywriting.
Only for Chinese people * * * and the domestic market, only belongs to Luo Dazuo personally, it must be universal! Wear Ogilvy's, Leo Boehner's, Sun Huxun's or Xu Shunying's glasses, and you will be disappointed! 1 Words are better than words. Words speak louder than words.
Words are better than sentences. Simple sentences are better than complex sentences.
Only one word or one word is best! If the space is what you want to say, never press the second key! If you want to say no spaces, throw away your keyboard completely! Advertising copy is spoken and spoken, not hieroglyphics and characters. Advertising copy is the addition and multiplication of interest, and the subtraction and division of reading! Of course, the above rules are also established in turn, as long as you can earn readers' questions and eyeballs! Nouns are better than verbs! Verbs are better than prepositions! Adjectives are the worst! Good copywriting can use onomatopoeia as the title and make a series of ideas! Bad copy, take away the adjectives and there will be nothing! A bunch of adjectives can't inspire design and make pictures! The vividness of words is irreplaceable by pictures! Advertising is not an elegant art, but it is by no means an adjective ring. The most unsuccessful copywriting is that the subject, predicate, object and interface sigh everywhere! Advertising copy has its own grammar or anti-grammar.
Wonderful advertising copy is better than correct, and innovation is greater than rules.
5. Write a planning case, I don't know what kind of topic to choose. First, the name of the plan book should be as specific as possible, such as "* * * University Plan Book", which should be placed in the center of the page. Of course, you can write the main title first, and then write the subtitle below.
Second, the background of the activity: this part should be highlighted in the following items according to the characteristics of the program; Specific projects include: basic introduction, main implementation targets, recent situation, organizational departments, reasons for activities, social impact, related motives, etc. Secondly, it is necessary to explain the environmental characteristics of the problem, mainly considering the internal advantages, disadvantages, opportunities and threats of the environment, making a comprehensive analysis (SWOT analysis), focusing on various factors of environmental analysis, describing the past and present situation in detail, and making plans through forecasting the situation.
If the environment is unknown, it should be analyzed and supplemented through investigation and study. Third, the purpose, meaning and goal of the activity: the purpose and meaning of the activity should be clearly expressed in concise and clear language; When stating the main points of the purpose, the uniqueness of the core composition or planning of the activity and the resulting significance (economic benefits, social benefits, media effects, etc.). ) write clearly.
The activity objectives should be specific, and need to meet the importance, feasibility and timeliness. Iv. Resource requirements: List the required human and material resources, including the places of use, such as classrooms or activity centers. It can be divided into two parts: existing resources and needed resources.
Verb (abbreviation of verb) activity: As the main part of planning, the expression should be concise and easy to understand, but the expression should be as detailed as possible, and everything that can be thought of should be written, and nothing can be omitted. In this part, not only words, but also statistical charts can be added. The planned work items should be arranged in chronological order, and drawing the implementation schedule is helpful to the verification of the plan.
The organization and allocation of personnel, the object of activities, the corresponding rights and responsibilities, time and place should also be explained in this part, and the emergency procedures to be implemented should also be considered in this part. Some reference aspects can be provided here: venue layout, reception room, guest seating, sponsorship mode, contract agreement, media support, campus publicity, advertising production, hosting, leadership speech, emcee, venue service, electronic background, lighting, sound, video recording, information contact, technical support, order maintenance, clothing, command center, on-site atmosphere adjustment, pick-up and drop-off vehicles, post-game personnel cleaning and so on.
Please adjust yourself according to the actual situation. Intransitive verb budget: according to the actual situation, after detailed calculation, the expenses of the activity are listed in a clear and clear form.
Seven. Problems and details that should be paid attention to in the activity: the change of internal and external environment will inevitably bring some uncertain factors to the implementation of the plan. Therefore, whether there are emergency measures when the environment changes, what is the loss probability and how much loss will be caused, and the emergency measures should also be explained in the plan. Eight. Person in charge of the activity and main participants: indicate the organizer, participants' names, guests and units (for group planning, the name and person in charge of the group shall be indicated).
Note: 1. This plan provides basic reference, and the small plan can be filled in directly; Large-scale planning books can be designed by themselves, not rigidly adhere to the form, and strive for detailed content and beautiful pages; 2, you can make a cover for the planning book, and strive to be concise and dignified; The planning book can be packaged, such as using the designed logo as the header, illustrated and so on; 3. If there are attachments, they can be attached to the back of the planning book or bound separately; 4. The planning book should be bound from the long side of the paper; 5. A big plan book can have several sub-plans. Attachment: Basic steps of developing a university activity: 1. If you want to carry out activities, make plans first.
Planning is the main line of operation activities, and a good planning is the premise of success. Second, get support.
It is very necessary to get the recognition and support of the leaders; With the support of large media, your activities will become particularly easy and likely to be successful. Third, organize task teams and assign personnel responsibilities.
Rights and responsibilities correspond, and everyone should be very clear about their responsibilities. Note that the assignment of tasks should be people-oriented, and you can't say that you have done something, so you must not do it well.
There are several directions: command center, outreach sponsorship group, on-site working group, publicity media group, on-site order and etiquette reception group, and emergency personnel. Print out the list of rights and responsibilities for everyone to see clearly.
And meet once a day to report the progress in time so as to process all kinds of information; 4. Sponsorship or other sources of funds: It is necessary to find sponsors, negotiate with them and finally reach an agreement that can be recognized by both parties. With funds, everything is easy; Note: Don't go too far in advertising, and you must grasp the scale of negotiation, otherwise the commercial taste may make the party fail! Fifth, the combination of resources.
There are many props and items that you need to find as soon as possible. Just like an RPG game, you need to know how to get resources and how to combine them.
Sixth, publicity. Advertisements, posters or other media have the responsibility to satisfy the appetite of participants.
Seven, the scene must have a command center, responsible for timely scheduling; Eight, in this process, there must be at least one way for all employees to communicate. Such as text messages, notes or gestures.
Nine, special reminder, people who are responsible, take care of children and create an atmosphere should make special arrangements. This is necessary if you want to hold a good activity.
Ten, seriously send away the high-level figures involved in the activities, don't lose any courtesy, remember to pay tribute to those who work hard but are unknown! Your Majesty, they are the real founders. Sure, enjoy your own success. This is the outline of the overall marketing plan. I wonder if it will help you! Event planning is a very important part of advertising activities. Good activity planning will help the company's brand building and product sales, while strong operation planning needs strong execution planning book, so the writing of planning book is very important. This paper analyzes the relevant contents of activity planning through several matters needing attention in the planning book.
Event planning scheme is an effective behavior of a company or enterprise to increase sales and market share in a short time, if it is creative and has good enforceability and operability.
6. How to write a business plan in the form of a plan? Standard Form In May 2000, the business plan was confidential. The content of the business plan involves the company's business secrets and is only open to investors with investment intentions.
The company requires the project manager of the investment company to make the following commitments when receiving the business plan: keep the business plan properly and not disclose the company's business secrets to a third party without the company's consent. Signature of project manager: date of receipt: date of receipt: project number (the above items are filled in by BTII Company), business plan (compilation reference), project name, address of project unit, fax and e-mail contact [company name] [date] Directory ............ 15 Part VIII Management ..................... 1 6 Part IX Financing Description .......................... 17 Part X Financing Plan ...... Project Implementation Progress
[abstract content reference] 1. Basic information of the company (company name, time of establishment, registered area, registered capital, major shareholders, shareholding ratio, main business, sales revenue in recent three years, gross profit, net profit, company location, telephone number, fax number and contact person). (2) Main management personnel (name, gender, age, native place, education/degree, graduation institution, political outlook, working years, major experience and business performance). )
3, product/service description (product/service introduction, product technical level, product novelty, advanced and unique, product competitive advantage. 4. R&D (existing technical achievements and technical level, technical level, competitiveness and foreign cooperation of R&D team, R&D funds already invested and future investment plans, and incentive mechanism for R&D personnel). )
5. Industry and market (industry history and prospect, market scale and growth trend, competitive advantages of industry competitors and companies, and market sales forecast for the next three years). 6. Marketing strategy (strategies adopted in terms of price, promotion, establishment of sales network, etc. , its operability and effectiveness, as well as the incentive mechanism for sales staff. )
7, product manufacturing (production mode, production equipment, quality assurance, cost control. 8. Management (organization setting, employee stock ownership, labor contract, intellectual property management, personnel planning. )
9. Description of financing (capital demand, purpose, use plan, sale of shares, investor rights, exit method). ) 10, financial forecast (sales revenue, profit, return on assets in the next 3 or 5 years, etc. )
1 1, risk control (possible risks in project implementation and control measures to be taken. Part I Basic Information of the Company: At the time of establishment, the company's name, paid-in registered capital and intangible assets in cash accounted for% of the shares. The nature of the registered company is: please fill in the nature of the company, such as limited company, joint stock limited company, partnership enterprise, sole proprietorship enterprise, etc. And explain the proportion of state-owned components and foreign investment.
Company evolution: explain the main business and equity of the company since its establishment. Changes in the basic situation of the company such as registered capital, and explain the reasons for these changes.
Major shareholders of the company: the names of shareholders and their capital contributions are listed in the following table: shareholder name, capital contribution, share proportion form, contact telephone number, current internal department settings of Party A, Party B, Party C, Party D and Party E: the organization chart shows the company's wholly-owned, holding and shareholding companies and unincorporated institutions: represented graphically, for example, the businesses that the company once operated are,,,,. The company's current business is,,,,.
At present, the main business is. Current employee situation of the company: for example, there are employees, including managers and production workers; Among the management personnel, those with college degree or above account for% of the total employees, those with bachelor degree or above account for% of the total employees, those with master degree or above (including intermediate titles) account for% of the total employees, and those with doctoral degree or above (including senior titles); The best list shows that the following table shows the number of employees, college education, bachelor's degree, master's degree (intermediate title), doctor's degree (senior title), number ratio, number ratio, management personnel ratio, production workers and company's financial history: list description: (unit: ten thousand yuan) Sales revenue, gross profit, net profit and total asset-liability ratio in the first three years of the first 65,438+0 years of this year. Return on net assets: the company's goals in the near future and in the next 3-5 years (industry status, sales revenue, market share, product brand and company stock listing, etc.). ): the company's recent and future development in 3-5 years.