1. Establish brand image. Advertising can publicize and promote the company's products and enhance consumers' awareness of the products.

2. Guide consumption. Advertising creates visual and sensory images through exaggeration or association, so as to lure consumers' desire to buy.

3. Meet the aesthetic needs of consumers. By means of symbolism, metaphor, humor and beautification, advertisements make products meet consumers' aesthetic needs and stimulate consumers' aesthetic taste.

L, launch a brand new brand;

2. Launch new products under existing brands, that is, adopt the strategy of "brand extension";

3. Enhance existing brands;

4. Let people who have never heard of a brand know about it;

5. Lobbying people who know a brand but have not bought it to try to buy it;

6. Lobbying people who have used a brand before to try the brand again;

7. Lobbying people who are using a brand to use it more;

8. Lobbying people who use a brand to use it in different ways;

9. Lobbying another target market (such as young people or the rich) to use the brand;

10. Lobbying retailers to stock the products of this brand for people to buy.

As we all know, traditional advertisers mainly display some details of advertisements through graphic design elements, thus attracting consumers' attention and triggering some purchasing behaviors of consumers. Its disadvantage is that there is no way to control the final result of advertising. You don't know who has seen the advertisement, so you can't accurately evaluate its effect. Therefore, when the market economy is depressed, many enterprises will cut their advertising budgets because they cannot judge whether advertisements are effective or not.

New advertisements avoid the shortcomings of traditional advertisements and have unique advantages. On the one hand, they are reflected in the effect.

The new advertisement uses the technology of mobile internet. In the process of advertising, customers can be accurately captured through the combination of traditional advertisement and internet technology. The biggest difference between it and traditional advertising is that it knows who saw the advertisement and where.

For example, I have placed advertisements in ten surrounding communities. Through my backstage, there will be accurate data, which community has seen more advertisements and which community has brought more customers. This is a new advertisement, which can accurately judge and feedback the advertising effect.

On the other hand, it is reflected in expanding customers.

With the increase of advertising expenses, the more advertisements are put in, the less and less profits are made. Under the premise that traditional enterprises are so difficult today, it is obviously unrealistic for enterprises to invest a lot of advertising expenses.

So what we are going to study now is not to advertise it widely, but to deliver accurate customers and guide them to stores. This is the core value of the new advertisement.

Based on * * *' s understanding of this concept, we can use the three core values of advertising "winning customers, locking customers and * * * winning" to explain how new advertisements expand customers.

First, how do new advertisements get customers?

Teacher Niu Yun has a set of theories about advertising. He divided advertising into four stages, namely, 65438+V4.0, the era of print advertising; 2.0, VR advertising era; 3.0, the era of AI intelligent advertising technology; 4.0, * * * Enjoy the store+share the marketing era.

In the era of traditional print advertisement 1.0, customers obtained it through visual recognition of printed matter, while 2.0, 3.0 and 4.0 were obtained through technology, which is the essential difference between them.

Second, how do new advertisements target customers?

Locking the customer is locking the customer. How can we lock them in? Locking here has two meanings. The first meaning is that customers who have already made a deal will continue to spend, and the second meaning is that customers who have made a deal will bring more customers. All in all, it is to turn customers who arrive at the store into channels and lock customers in this way.

The traditional method is to turn customers into channels by word of mouth. Word of mouth is difficult to control, and customers' willingness to participate is relatively low, with obvious disadvantages.

In the era of mobile Internet, new advertisements rely on advertising technology to turn customers in stores into channels, thus separating customers. For example, in a restaurant, customers who come to the store participate in the golden egg-smashing game, and the customer 100% wins the prize and is qualified to drink beer. When customers have a second demand, they may bring friends and order crayfish and other side dishes. This is the process of customer fission.

Of course, in addition to smashing golden eggs, there are coupons and other gameplay, all of which are realized by relying on Internet technology.

Third, how can new advertisements create a win-win situation?

In Mr. Niu Yun's curriculum system, the new advertisement is to build an advertising platform through "* * * store+sharing marketing" to create a * * * win. For example, if I am a restaurant, I can put up a gym poster in the store. If diners get to know each other by scanning the code and open a card in the gym, then the restaurant owner can get commission and commission.

Stores share each other's customer resources, which is "* * * enjoy the store". I share your things with you, bring customers, and you give me money. This is "sharing marketing". "* * * Enjoy the store" has realized the * * * enjoyment of venues and consumption channels. "Sharing marketing" can turn old customers into advertising channels and consumption channels, and at the same time accurately identify customers.

* * * Enjoy the store+share marketing, and create a fission venture without ceiling. Through this model, turn your own store into a fission store and a fission entrepreneurial platform, so as to turn customers in other people's stores into your customers and achieve a win-win situation between different industries and different stores.

Compared with traditional advertisements, new advertisements not only overcome the shortcomings that traditional advertisements can't track the delivery effect, but also have overwhelming advantages in obtaining customers, locking customers and creating three core values of winning. It is an advertising marketing course that enterprises must learn.

First, transmit information and communicate production and demand.

Second, stimulate demand and increase sales.

Third, promote competition and open the market.

Fourth, introduce knowledge and guide consumption.

Fifth, enrich life and cultivate sentiment.

The essential feature of advertising is information dissemination, which is a special form and way of communication. While realizing its function, advertising will inevitably act on the whole society in its special form and produce certain economic and cultural value. This social function of advertising derived from instrumental function is called advertising value, which is the value extension of advertising function.

The value of advertising

A good advertisement is actually a beautiful work of art, which can not only introduce goods and businesses to people truly and concretely, but also make people observe and appreciate the image of the work, thus causing rich life associations.