The first part of the advertising
1. For advertising, communication, marketing, if you want to use the most condensed words to summarize, what do you think it will be?
A: I think it can be summarized in six words: awareness, recognition, subscription. The first step of all marketing and advertising is to let consumers have a cognitive understanding of the brand and product, only to achieve cognition is possible to further identification of the brand and product, as long as the identification of the brand and product will eventually reach the subscription, to complete the entire business closed loop.
2. Some people have been doing advertising all their lives, so what does advertising really mean?
A: advertising has a wide range of art and narrow distinction, basically the industry engaged in advertising we think that the narrow definition, that is, all commercial advertising, that is, the advertiser to pay a certain price, through the media will be through the scientific refinement and artistic processing of specific information to the target audience, in order to achieve the purpose of changing or reinforcing the people's concepts and behaviors, open, non-face-to-face information dissemination activities.
The task of the modern advertising industry is to produce good and popular advertisements. Advertising has its basic function: the role and efficiency of the advertising campaign to achieve the advertising objectives; as a unique characteristic of information dissemination activities, the basic function of advertising is to disseminate information.
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3. Advertising is too confusing in this day and age. So is there any way to distinguish advertisements in a simple way?
A: The simplest way to distinguish between ads is to divide them into rational and emotional ads, which is a simple and brutal way to distinguish between ads and emotional ads, and it is very effective in some cases. For example: household durables and real estate advertisements are mostly rational appeal advertisements, while daily necessities and food are mostly emotional appeal advertisements. (I currently serve a customer is a car financial transaction products, the theory of rational appeal of the ads will be more advantageous)
4. Advertising has a professional discipline to study advertising, that is, advertising science. So what exactly does advertising study?
A: Advertising is a comprehensive and independent social science developed on the basis of many fringe disciplines. It studies a phenomenon that exists in large numbers in human society, the phenomenon of information transfer. The nature of advertising is not economic, but a wide range of information transfer phenomenon.
5. After several years of advertising, I can't tell the relationship between advertising and marketing. Can you tell us about the two?
A: This question, need to solve two problems: one is the relationship between advertising and marketing; the second is the role of marketing theory in advertising.
The relationship between advertising and marketing: advertising activities and marketing are the product of the development of the commodity economy to a certain extent, the two are interlinked, inseparable. The study of advertising needs to be examined from the perspective of marketing, in-depth; the study of marketing, and must consider the use of advertising principles; both belong to the economic category. Marketing is a social management process in which individuals and groups satisfy their needs and desires by creating and exchanging products and values with others, involving needs, desires and demands; products, utilities, exchanges, transactions and relationships; markets, marketing, marketers and other core concepts. Advertising is a kind of information dissemination activity, but its starting point and landing point are in the economic field; what kind of information content to convey and how to disseminate, need to study the market, to understand the marketing environment; need to study the consumer, from the satisfaction of consumer desires and needs; also need to study the product, in order to adapt to different market environments, and develop corresponding advertising strategy, to strive to teach the effect of good communication. The study of advertising is inseparable from the application of marketing theory.
For enterprises, the central task of marketing is to complete product sales. Advertising is in order to realize the marketing objectives and activities, through the dissemination of information, communication in the target market between the enterprise and the consumer contact, improve the corporate image, promote product sales. Advertising strategy should be subordinate to marketing strategy, as the marketing activities of the precursor, in the marketing of the overall objectives of the role, in fact, between the two reflect a whole and partial relationship.
The role of marketing theory in advertising: First, the product life cycle and advertising strategy: the introduction period, the largest investment in advertising; the growth period is slightly reduced; after the maturity period, the advertising costs increased again; the recession, advertising investment is gradually reduced. Different stages of the product life cycle, to grasp the different roles of advertising: the introduction period, the role of advertising is to inform the product features, open awareness; growth and maturity advertising for the differentiation strategy and product diversification strategy; the role of advertising in the decline period is to reduce the loss, to ensure that the brand image, and to lay the foundation for the launch of new products. Second, integrated marketing communication and advertising communication: from 4p to 4c, advertising has experienced a product-centered to consumer-centered transformation. Integrated marketing communication is consumer-centered, focusing on communication with the communication object. The purpose of integrated marketing communication is to influence the behavior of a specific audience and establish a solid, two-way connection between the brand and the consumer. It emphasizes the integrated use of various means and methods of communication, advertising, public relations, promotions, ci, packaging, new media, etc., are all tools for disseminating information. However, attention should be paid to making the best combination and exerting the overall effect, so that consumers can come into contact with the content and information of the same theme on different occasions and in different ways. The concept of integrated marketing communication strengthens the idea that advertising is a part of marketing, and advertising communication, as a part of marketing communication, should not only insist on always speaking with one voice, but also be consistent with the overall marketing concept. Regardless of the form, what kind of media, should be unified, consistent, so that consumers are exposed to a single, clear message. Advertising and communication has entered a systematic era, the kind of advertising and a few fake big empty cry by bombardment want to conquer the consumer era, is gone.
6. Advertising is very much related to the discipline of marketing, so what else is the connection between advertising and other disciplines?
Advertising is very much related to sociology and psychology, and in particular, I think it is much more connected to psychology and has a much deeper impact. Psychology has a huge application in advertising: the principle of stimulus response, Maslow's hierarchy of needs theory, the principle of heterogeneity (in advertising, through the picture, text, sound, color, size, strength, location, etc. changes, to cause people a variety of different fresh feeling, special feeling, to give people a deep impression, and improve attention. (This is the use of the principle of heterogeneity).
7. Q: I have done half a lifetime of advertising, the industry only feel that the industry is a lucrative industry, feel that it is a kind of work, no sense of pride, how to solve this?
A: advertising unique characteristics of information dissemination activities, the basic function of advertising is to disseminate information. Advertising as a means of mass communication, both economic and social benefits: macro communication of production, supply and marketing, accelerate the circulation, and promote economic development; for consumers, advertising to guide, stimulate and satisfy consumer needs; for advertisers, advertising is an important means of corporate marketing, which can promote the operation and development of the entire enterprise; advertising in the social and cultural construction, social construction and other aspects of the unique role of advertising. role. In other aspects, advertising has a great influence on product value, price, product competition, consumer demand, consumer choice, and on contemporary mass media. The role of advertising on consumers: enrichment of life, consumption stimulation, knowledge transfer.
Being in this industry should be a source of pride.
8. What are the basic principles of advertising?
A: First, the marketing principles of advertising: 4p principle (4p theory is a marketing theory that; Product, Price, Place, Promotion. take its beginning letter, meaning product, price, channel, promotion.)
The 4p theory is a marketing theory namely; Product, Price, Place, Promotion.
Second, the communication principles of advertising: usp theory (advertising must be gathered in a point, focusing on impressing, moving and attracting consumers; the implementation of the center of gravity method of advertising message simplicity, clarity, dramatization; advertising, is in the near or far future to cause sales). Integrated marketing communication (after 20c80s, the 4p theory centered on product production and sales obviously can not adapt to the needs of the changing market situation, and the consumer-centered 4c theory (4C (Customer, Cost, Convenience, Communication)) prevailed. 4c theory is no longer confined only to the product, channel, price, promotion of these four traditional marketing, 4c theory is no longer limited to the product, channel, price, promotion of the four traditional marketing research, but based on how to meet the needs of consumers, to understand the cost of meeting consumer demand should be paid, to facilitate the consumer to buy the product as well as to emphasize the communication of a new mode of thinking. In this way, all activities related to consumers can be included in the scope of marketing and communication activities, the communication function of advertising has been strengthened, integrated marketing communication also came into being. Integrated marketing communication emphasizes a consistent image and voice, two-way dissemination of information and concern for society, focusing on corporate culture and social responsibility. Connotation of integrated marketing: the relationship between consumers and brands for the purpose of "one voice" as the internal support point, with the integrated use of various media as a means. The goal of integrated marketing communication efforts is to strengthen the relationship between the enterprise and its customers and stakeholders, and then cultivate brand loyalty, and ultimately the formation of brand equity.)
Third, there is also a great connection between advertising and public **** relations (PR advertising can completely show the whole picture of the corporate image, such as product information, conceptual information, as well as management, technology, talent and other aspects of the information. It is generally believed that in addition to improve the internal mechanism of the enterprise, but also to create a good external environment conducive to enterprise development. (In the long run, it is not only conducive to product sales, but also to encourage investment and attract talent), and psychology is also very close, from a psychological point of view, we can get the following principles: 1898 AIDA law (attention attention, interest interest; cultivate the desire to desire, leading to action action); 20c40s demand Motivation theory (physiological needs; safety needs; friendship and belonging needs; respect needs; the need to know; the need to seek beauty; the need for self-actualization); 20c50s cis theory (cis theory, corporateidentity system corporate identity system; through a series of image design, the enterprise's business management concepts, behavioral norms and visual identification Through a series of image design, the business management concept, behavioral norms and visual identification of the enterprise will be transmitted to the public in an orderly manner, and be recognized, identified and internalized by the public as a systematic strategy. Under this systematic strategy, advertisement is only one of the components, so it puts forward new requirements and propositions on what advertisements say, forming the ci theory in the theory of advertising creativity. Basic content: First, the content of the advertisement must be unified with the overall image shaped by the ci strategy, and the advertisement in the ci strategy should pay attention to the continuation and accumulation of the advertisement effect; Second, the advertisement in the ci strategy should be focused on shaping the overall image of the company, not only the shaping of the brand image.)
Fourth, the principle of positioning of advertising: the connotation of positioning: advertising positioning is a psychological category of concepts, refers to the advertiser through advertising activities, so that the company or brand in the minds of consumers to determine the location of a method. The development of advertising positioning theory: 20c50s, usp stage, unique characteristics of the sales proposition, with the product era was replaced by the marketing era, establish usp more and more difficult. Image advertising stage, the environment of fierce competition for similar products (David Ogilvy: every advertisement is a long-term investment in the brand). 1969 advertising positioning stage, the core is to establish a position in the mind of the consumer. 20c90s later, the system image advertising positioning.
9. Q: Nowadays everyone is talking about integrated marketing, so is there any ready-made steps for integrated marketing?
A: The steps of integrated marketing: 1. carefully study the product; what are the characteristics of the 2. target consumers 3. compare competing brands 4. establish the personality of their own brand 5. clear consumer purchase triggers 6. strengthen the persuasive power, through the perfect combination of content and form to convince the consumer 7. to find a clear banner advertising slogan 8. the integration of various forms of advertising to achieve the maximum awareness of the consumer 9. Evaluate the effectiveness of the advertisement (The core of integrated marketing communication is to make consumers trust the brand, and to maintain this trust, establish a good relationship of trust with consumers, and make it exist in the hearts of consumers for a long time. What the advertising strategy of integrated marketing communication seeks to avoid is the ineffectiveness and waste of communication caused by traditional communication methods.)
10. In the current Internet era, the interactive era, integrated marketing has any new changes?
A: Communication as a whole, there has been a great change, and can even be said to have a transformational development. Communication theory has developed from aidma theory (Attention arouses attention; Interest arouses interest; Desire arouses desire; Memory leaves memory; Action buys action) to aisas theory (awareness attention; interest; search; action; share;).
The environment of modern advertising activities has changed dramatically: modern advertising activities to face a more complex consumer (many consumers have immunity to advertising); from one-way persuasive communication to a full range of information communication; the emergence of a new subcurrent in the media, with the popularity of the Internet, the emergence of interactive forms of advertising.
Imc (integrated marketing communication) comprehensive planning to choose the most effective media mix. Planning focuses on identifying topics that will attract the attention and interest of target consumers (of course, they should be related to the brand promise or the core benefit of the product), transforming this topic into the theme of the event, and then considering the selection of the main media platforms to be disseminated through an effective media mix. Consider how consumers can actively participate and be mesmerized by the brand's atmosphere and activities, so that consumers are not only participants, but also active communicators. In other words, event planners start by "telling the story" of the brand, then "create" the situation, and then let the touched consumers to spread the brand story. Each department should first find a concept from the perspective of customer understanding, consumer insights, creativity and media, and after communication, **** the same to confirm the concept of the event that we all find interesting and executable. The concepts and themes that are developed in this way may start out as a theme for an event, and then the creative will consider how to visualize it and how to draw attention to it, while the media, web and PR will consider how to get it a lot of exposure in the most cost-effective way, and each will complement the other. Case: 2007 Pepsi Pepsi I create, I want to be on the can campaign.
11. Is it true that with the 4c theory, we don't need the 4p theory?
A: 4p and 4c theory in practice complementary role. 4c theory: consumer needs and desires; consumers to meet the desire to pay the cost; the product for the convenience of consumers can provide; product and consumer communication.
12. How do you evaluate whether an advertisement is a successful one?
Answer: It lies in the positive use of targeted appeals to reinforce the advertiser's desired message and deliver it to the consumer, thus attracting the consumer's attention, making the consumer interested in the advertiser's product, and then stimulating the consumer's desire and prompting the consumer to make a purchase. (Studied from the perspective of cognitive theory and advertising psychology, advertising can be understood as science + art; science is the foundation and art is the expression)
13. What is the general operation process of an advertising agency?
A: 1. customer commissioning 2. pre-preparation 3. advertisement planning 4. advertisement proposal 5. advertisement execution 6. effect evaluation and summarization.
Advertising planning is the focus of the advertising agency business operations, is the agency level of advertising and service capabilities of the centralized embodiment of the main work for the establishment of specific advertising objectives and strategic means to achieve this goal. The main solution to a few problems: how to the most appropriate advertising message, in the most appropriate market timing, through the most appropriate means of communication, to reach the most appropriate advertising audience, the most effective realization of the intended advertising purposes.
14. What are the main contents and procedures of advertising planning?
A: To answer this question, we must first look at the meaning and characteristics of advertising planning: the meaning of advertising planning: advertising planning is based on the enterprise marketing mix, planning, decision-making, organization and coordination of corporate advertising activities. Specifically, it is based on the advertiser's marketing strategy, in accordance with certain procedures, the overall strategy of advertising activities for forward-looking planning activities. It is based on scientific and objective market research, with creative and effective positioning strategy, appeal strategy, performance strategy, media strategy as the core content, with operable advertising planning text as the direct result, with the effect of advertising activities as the end of the survey, the pursuit of rationalization of the process of advertising activities and maximize the effect of advertising. Characteristics of advertising planning: strategic, global, strategic, dynamic (planning, monitoring, etc. week after week), innovative.
The main content of advertising planning: market analysis, determine the advertising objectives, advertising positioning (in the minds of target consumers to find the most conducive to the acceptance of the product's message), creative advertising performance, advertising media selection and planning, advertising budget, advertising implementation plan, advertising effect evaluation and monitoring, integrated marketing communication.
The general procedure of advertising planning: the overall arrangement and planning stage, investigation and research stage, strategic planning stage, strategic thinking stage, formulate plans and form the text stage, implementation and summary stage.
15. In an advertisement, in a communication, the theme and creativity have a very important impact, these two points, how to advance?
A: advertising theme determination has its own inherent requirements: 1. complete unity 2. commonplace 3. significant 4. unique 5. coordination 6. focused and stable .
The requirements of advertising creativity: advertising theme as the core. The process of advertising creativity: the explorer, looking for new information, focusing on unusual patterns; the artist, experimenting and implementing various methods to find unique ideas and implement them; the warrior, overcoming all the interferences and obstacles until the realization of the creative concept. Methods of advertising creativity: brainstorming method; vertical and horizontal thinking method (vertical thinking is vertical focusing on logical relationships; horizontal thinking method, is to break through the original framework, and work in a number of directions, is a kind of dispersive thinking method. Horizontal thinking should follow the following four principles: First, find out the dominant idea, and try to get rid of its influence and constraints. Second, seek multiple views, such as consciously forming opposite views and consciously shifting the focus. Third, get rid of the old consciousness and old experience. (iv. Capture contingent ideas and delve deeper to discover new concepts).
16. What are the changes in audience behavior in the Internet age?
A: The new characteristics of the network advertising audience: fragmentation of the network advertising audience, audience mobility and autonomy, the expansion of the right to information combined with the rationalization of consumption, personalization of needs and spiritual satisfaction.
Network advertising conceptual change: First, the new advertising marketing model, from push to pull pull the change (digital interactive era, network advertising is no longer violently push the product to the audience, but based on audience orientation, the audience pull down the brand movement, through interactive communication, to achieve the audience's brand identity, through the audience's independent participation, interactive experience, to achieve the audience's brand recognition. ) Second, the new network advertising communication model, from perauade persuasion to listen to listen to the transformation of three, the new network advertising communication model, from advertising to narrow advertisement transformation four, aidma law to aisas law five, 8020 law to long tail theory.
The new strategy of online advertising: the entertainment of online advertising ideas, online advertising focus on the audience experience, online advertising to improve the degree of audience involvement, the principle of advertising creativity, roi's law to the law of the spt (these two laws I think have a complementary role in practice).
17. How to judge the communication effect of an advertisement?
A: The meaning of advertising effectiveness: the impact of an advertising campaign or advertising work on consumers.
Characteristics of advertising measurement: cumulative and compound characteristics.
The direction of measurement of advertising effect: communication effect and sales effect.
Part II: Marketing
18. What is marketing?
Answer: Marketing is the process of building valuable customer relationships by creating value for and from customers.
Companies must first gain a comprehensive understanding of the marketplace by investigating customer needs and managing marketing messages. Designing a customer-oriented marketing strategy is based on answering two basic questions: Who do we serve? How can we better serve our target customers?
19. Marketing is defined as building valuable customer relationships, so how?
A. The first three steps of marketing-understanding the market and customer needs, designing a customer-driven marketing strategy, and building a marketing plan-all lead to the fourth and most important step: building valuable customer relationships.
The foundations of relationship building: customer value, customer perceived value, and customer satisfaction. Engaging customers: i. Today's digital and social media age promotes close relationships and communication between brands and consumers. ii. The key to customer engagement marketing is to find the right way to join consumers in social conversations and introduce interesting and important brand messages. Third, engagement and social media is about building meaningful and deep relationships beyond the products you sell, and the true depth of engagement is reflected in the comments and communities generated around the brand.
Consumer-generated marketing: example, Starbucks, My Starbucks Idea.
20. Market insights are an important aspect when it comes to both understanding the market and gaining customer demand, so how do you gain market insights?
A: Marketing research is one of the very important methods. The process of research: identifying the problem and the objectives of the investigation; developing a research plan for gathering information; executing the research plan, collecting and analyzing the data; and interpreting and reporting the results of the research.
21. consumer buying behavior is influenced by those aspects?
A: Simply put, consumer behavior is influenced by the environment: product, channel, price, and promotion. Consumer decision-making is influenced by the buyer's black box, the buyer's response; and also by cultural, social, personal, and psychological influences.
22. How do you build a strong brand?
A: In short, it takes the following four steps: brand positioning; brand name selection; brand holding; and brand development.
23. Communicate customer value, integrated marketing communication strategy how to do?
A. Start by using a promotional mix: advertising, sales promotion, people selling, public **** relations, direct response, and digital marketing.
Integrated marketing communications: many marketers, now looking at their jobs with a more open eye, see themselves as content marketing managers. They utilize paid, owned, earned and shared communication channels to create, inspire and share brand messages and conversations with and among customers. These channels include both traditional media and new media channels, both controlled and uncontrolled. The need for integrated marketing communications: Marketers are now favoring a richer media mix and means of communication.
Steps in developing effective marketing communications: identifying the target audience, clarifying communication objectives, designing the message, and selecting the media.
The third chapter of communication practice
24. Nowadays, video marketing is becoming more and more common and hot, so what exactly are the advantages of video marketing?
Answer: short video can be released on multiple platforms (Tencent video, second shot, microblogging, weibo, WeChat, Meipai, etc.), which is one of the most important driving forces for microblogging users to stay active; short video communication has the advantage of visualization, and the whole form of interaction is generally very interactive, eye-catching, hotspot and public opinion, which makes it extremely easy to form a burst and infect the target group. With the fan influence of short video platforms and video personalities, it drives fan participation and has the greatest possibility of triggering a short video communication storm covering the whole network at the lowest cost.
25. Live broadcasting is now a very popular trend, so what exactly are the advantages of live broadcasting?
Answer: Let's look at this issue from various aspects:
The development of Netflix industry has gone through three phases: Netflix 1.0 era: the spoofing and other unique personality styles can quickly win the attention of netizens, which can be described as "no personality, no Netflix", Phoenix, Furong, etc., because of subverting the traditional public aesthetics and spreading rapidly, and the low cost and high quality of the videos. Sister Phoenix, Sister Furong, etc. have rapidly spread because they have subverted the traditional aesthetic interests of the general public, and the culture of vulgarity and ugliness has thus been kicked off in the network world. Netroots 2.0 era: PC Internet users showed explosive growth, video communication has become a new communication lever, netizens' stimulation, voyeurism, imagination and other hormonal desires for the pursuit of the rise of the show anchor provides a good soil, Jay Chou's concert of up to tens of thousands of people. The scale of a live video broadcast of a net red can reach hundreds of thousands of people, and capital began to pour into the live broadcast industry. Netroots 3.0 era: into the mobile Internet era, mobile video has other communication methods can not be compared to the dissemination of the ability and marketing value, but also so that everyone has the possibility of becoming a netroots. In the team's packaging creation, netroots became an IP, hotspot constantly burst, for them to obtain a lasting attention, accurate dissemination of the crowd and tend to zero marketing costs make them closer and closer to the "money", netroots economy is on fire.
The scale of the red man industry is very large: in 2016, in the "white paper on the ecology of net red" jointly released by Ai Rui Consulting Group and Sina Weibo, the scale of net red fans grew from 100 million in the 2.0 era to 385 million. The output value of the netroots industry is close to RMB 58 billion, far exceeding the box office total of Chinese movies of RMB 44 billion in 2015.In 2018, the netroots industry is expected to exceed RMB 100 billion. The compound annual growth rate is 59.4%.
When the shopping environment changes, live broadcasting has an impact on people's consumption decisions and promotes sales: for example, if you search for lipstick on Taobao, there are thousands of lipsticks come out, and at this time you enter the joint assessment of the purchase, and you will compare the hard parameters of the product. For example, brand, price, color, efficacy, etc... But when you see the lipstick in the live broadcast, this time you are a separate assessment of the state, you will only consider the lipstick you need, the price can not receive, color you like are more subjective consciousness, once the subjective consciousness of the initiative, is the human emotional brain to do the main time, the emotional brain is to produce impulsive purchase of the "culprit! The emotional brain is the "culprit" of impulsive buying, and at this time, the rational brain can easily find a reason to convince the emotional brain to produce buying behavior. (Decision-making)
Perceived behavioral changes in business to promote sales: For example, if you are shopping on Taobao Jingdong, you know that the other party is a businessman, that is, to earn your money, your shopping at this time will pay more attention to the shortcomings of the product, willing to choose the product without risk, is a kind of prickly mentality, but you're watching the live broadcast, you are not to choose those products without shortcomings, but to focus on the content. This time you will pay more attention to the advantages of the goods, is a kind of looking for the bright spot of the psychology, then this kind of psychology is more likely to produce purchase behavior. (Mental).
Focus on the eyeballs, the formation of traffic, the formation of community economy: Netflix live, we get entertainment, experience or knowledge from it, in fact, each anchor in their own production of content, gathering eyeballs, he is a media. Every place where someone has traffic, there are marketing opportunities. Webcasting has unique characteristics, it is more interactive, and can be combined with various industries to increase user stickiness and form a community economy; in addition, webcasting is more in line with the trend of mobility, and its business model can be transformed from the traditional simple eyeballs plus advertisements to carrying a variety of business models. As an indispensable role in webcasting, webcasters have gradually entered the public eye and become an important group in the era of "live+". (Fans)