China's advertising developed with the reform and opening up, and China really entered the stage of advertising creativity in the 1980s. China's advertising marketing planning has developed step by step and gradually become an important marketing tool for enterprises, especially the appearance of marketing planning agencies in Ye Maozhong, which pushed China's advertising marketing planning to the extreme, and Ye Maozhong's marketing planning was bound to be pushed to CCTV, so that for a time, CCTV was full of advertisements for customers served by Ye Maozhong and marketing planning agencies. Once upon a time, in a word? Wear arctic velvet if you are afraid of the cold? This kind of advertising creativity can spread all over the country, and it is also highly praised by Ye Maozhong. Nowadays, in the face of the rich types of offline and offline media, advertising marketing planning has also become rich and diverse.
Summary of advertising creativity
Creativity? Is the situation getting worse at present? Advertising conquest? One of the most common and commonly used technologies. ? Creativity? The main meaning of can also be. CI strategy? Is this a modern advertising management strategy popular in developed countries today? The same visual recognition. That is, in order to participate in market competition, enterprises spread their visual image design through advertisements and consciously create personalized visual effects to attract the attention of as many advertisers as possible: our enterprises and enterprise decision makers are famous, and our products and quality services are more famous, so as to continuously improve the overall visibility of their enterprises.
Advertising? Creativity? The basic feature is that it can make the advertiser feel quite comfortable when he picks up the change. Aftertaste? That is, advertisers don't show everything clearly, but let the recipients taste the charm and creativity of novelty, bud, profundity, ingenuity, twists and turns, harmony and funny, and accept the persuasion of advertisements unconsciously. Really? Creativity? There are countless successful advertisements at home and abroad. For example, at the Beijing 1 1 Asian Games, there was a red whirlwind in the China beverage market in the Asian Games Village, and people set up Coca-Cola umbrellas on the stadium. In the swimming pool, people shake: fans of Coca-Cola; In the Olympic Center, people wear Coca-Cola sun hats. This kind? Coca cola? Obviously, the creativity of advertising lies not in marketing, but in establishing the image of Coca-Cola China Co., Ltd. ..
An American paper company is advertising its corporate image. Creativity? In fact, it is a unique way. Its advertisement tells the popular science knowledge of forest by introducing the formation of trunk, the change of branches and leaves, the migration of fruits, etc. The picture is exquisite and vivid. Finally, at the end of the advertisement, simply mark the name, product and market of the enterprise. This group of advertisements? Creativity? Yes: close to the focus of public attention and establish an amiable and lovely corporate image among the public. Sure enough, this advertisement? Creativity? The effect is already obvious. When this set of advertisements was broadcast, there were 500,000 letters asking for information about forestry, which made the enterprise famous. So advertising is good? Creativity? Can make enterprises stand higher than products.
So, research? Advertising conquest? what's up Creativity? Technology is undoubtedly of great significance for enterprises and advertisers to make better use of advertisements and transform advertisements into greater social and economic benefits.
Eight methods of advertising creativity
What about analyzing advertisements? Creativity? Skills can be specifically summarized as? Eight methods? ：
Trauma method
Such an advertisement? Creativity? The main purpose of this paper is to pay attention to the promotion of enterprises, so that the corporate image can be well established. Its? Creativity? The basis is: the enterprise is the decisive factor of its products, and the enterprise precedes the products. Quality of enterprise is high and the product quality is high; Good corporate image makes products sell well. Like what? Coca cola? Advertising.
Anti-will method
Its? Creativity? The essence of this paper is to use the rebellious psychology of the public to win the praise of customers through the advertisements that have fallen in form and declined in reality, so as to achieve the effect of surprise. For example, in Oregon, USA, there is a company called? Worst? Our restaurant. Outside this restaurant, there are several big eye-catching billboards: Would you please sit with the flies? 、? The food in this shop is the worst and the service is even worse? . And today's menu posted in the window in front of this store is a competition? Overnight dishes? . Strangely, this sign tells? Worst? /kloc-the restaurant opened on 0/5 is full. Because both locals and foreign tourists admire it? Worst? Everyone wants to see for themselves whether the food in this restaurant is poor, the sanitary conditions are the worst and the service attitude is the worst. At the same time, people are also infected by the valuable spirit of the restaurant manager who tells the truth and dares to damage the shortcomings, thus forming this? Worst? The best economic and social benefits of restaurants.
Packaging method
Its? Creativity? The gist is: make great efforts in commodity packaging and make the product packaging exquisite. Then put the name of the enterprise on the exquisite packaging, list its production and business scope and introduce the function, performance and use of the product in detail. This will not only bring beauty, satisfaction and convenience to consumers, but also bring huge benefits to enterprises with little funds. This is a creative advertising method with the best of both worlds.
Change your mind
Its? Creativity? The main idea is: in order to meet the consumer psychology and consumption level of market consumers, under the premise of not losing the original characteristics, the original misleading advertising creativity should be modified, so that the public can change their understanding of misleading original advertisements and make products that were originally unsalable in the market because of misleading consumption become best-selling products. For example, when the German Miller Beer Company first advertised Miller Champagne, it always used luxurious scenes as the advertising background, and the outer packaging was also made of gold paper. Its creativity gives consumers the feeling that it is advertising high-grade champagne. In fact, the price of Miller champagne is not expensive, but it brings consumers that this wine is only suitable for women with higher living standards, so the market is not smooth. After Miller Company was frustrated, on the basis of the original advertising idea, it adopted the method of partial change of heart, removed the gold paper of champagne and replaced it with the original beauty, and let a group of loggers go to the bar to drink Miller champagne on behalf of the beauty without changing the composition of champagne. This change makes Miller Champagne appear in front of many consumers with an unpretentious image. As a result, Miller's champagne sold well.
Mysterious method
Its? Creativity? The essence of this paper is to create suspense by setting riddles, and skillfully contain the answers in the answers. By guessing the answers to set riddles, consumers can naturally accept the advertised products, thus realizing the smooth flow of product channels. For example, the advertisement of Nanjing heming Leather Shoes Store can also be regarded as a great coup. After the shoe store ordered a three-day advertising page from a newspaper with a wide readership, only a big question mark appeared on the first day's full page, and there were only a few small lines below: Please see the bottom column of tomorrow's newspaper for details. ? It was published the next day. It was not until the third day that the answer appeared: a threesome must have my teacher, and a threesome must have my shoes? Heming leather shoes?
leave out
Its? Creativity? The essence of advertising is to create a kind of suspense by omitting the key points or main contents of advertising information, so that the public can have an eager expectation psychology, stimulate consumers' urgent interest and desire for products, and thus produce a profound image of products. Such as Yunnan pollen Tianqi oral liquid advertisement:? There is no way for people to reach middle age, but it is different from me. Is this an omission? Ming province? Type advertisement; Another example is Tianjin Beverage Factory? Summer, isn't it terrible Although the sentence of the street sign advertisement is relatively complete, it does not directly show the theme of the advertisement, aiming at inducing readers to explore the implication of the advertisement: the beverage of Tianjin Beverage Factory is the best product to cool off the summer heat. ? Dark province? This part is the theme of the advertisement.
Series method
Its? Creativity? The essence of this paper is to strengthen the audience's expectation of the next advertisement through a series of advertising forms, and to strengthen the audience's enthusiasm for attention by changing the form until the right time, which is suitable for alleviating the audience's expectation psychology. In this whole process, the audience will not feel bored. For example, Taiwan Province Wolf 125 motorcycle advertisement adopts the form of 6-day series advertisement. That is, the advertisement on the first day is:? Don't buy a motorcycle today, please wait for 6 days? . In the last two days, the advertisement has only changed one word:? Wait five days? 、? Wait four days? On the fourth day, the slogan was slightly changed: Please wait another three days. ? It was not until the fifth day that the advertisement was pointed out:? What makes you satisfied with this motorcycle? Wild 125? . On the last day, that is, the sixth day, the advertising manufacturer published a large-scale advertisement, which not only comprehensively introduced the performance characteristics of motorcycles, but also officially launched motorcycle manufacturers. Sanyang industrial company? .