Secretarial knowledge > Advertising

The content of the advertising document should be true

American advertising guru David Ogilvy once said: "The real decision of consumers to buy is not the content of your advertisement, not its form." Also said "being sincere and writing for life, write There is no good copywriting." Dan Haijinsi: "Advertising Writing Art", China Friendship Publishing Company, May 1995 edition, p. 82. It can be seen that the content of the advertisement is more important than the expression method, and the authenticity of the advertisement content is the cornerstone and life of the advertisement. The authenticity of the content of the advertisement requires that the goods and labor items introduced should provide evidence to the enterprises and consumers that they can withstand the test, so as to truly play a role in guiding consumption and promoting economic development, and avoid bragging and exaggeration. The advertisements written by the sales department of the above-mentioned sea sports shoes factory: The torch brand fitness shoes have a unique shape, beautiful appearance, comfortable wearing, light and soft. This product is made of natural leather, light rubber and glue. Therefore, please pay attention to the use, the cashmere leather uppers should not rub oil, rain, exposure, so as not to degumming, the upper surface of the shoes should not be washed. This advertising manuscript is real and responsible to consumers, and naturally will win the favor of consumers. Another example is the advertisement of the American advertising master David Ogilvy for the “Shuweisi” drink: The title: “Shuweisi” came to this place: Introducing the special envoy from the “Shuweisi” factory in London, UK, the manufacturer Edward Whitworth. The “Shuweisi” factory has been a major company in London since 1974. The manufacturer, Whitby, came to the states of the United States to check whether every drop of “Shuweisi” Quinine lemonade cooked here has the taste of a local factory. This flavor is a mixture of the world's only gin and tonics made by the Shuweisi plant for a long time. He imported the scented alcoholic agent originally created by Shuweisi, and the secret recipe of “Shuweisi” carbonization was locked in his small business suitcase. The manufacturer said: "There is a 'shuweisi' method that has a very good reputation from beginning to end. "Shu Wei Si" has accumulated more than 100 years of experience to make his Quinine lemonade the perfect place for this half bitter and semi-sweet. But you can mix it with gin and ice cubes in a goblet. 30 seconds. Then, elegant readers, you will praise the day you read these words. PS: If you like this text and have not drank "Shu Wei Si", please let us know by postcard, we will Make appropriate arrangements. Letter: No. 30, East Sixty Street, New York City · Shu Weisi accepts this manuscript. It seems that there is no promise, no explanation, but it still gives people a sense of reality and credibility. If you fully realize the original promise, you should explain or even apologize to the customer. This will not only damage the image of the company, but will be overwhelming because of your sincerity. Such examples are all over the top. Such as Zhejiang Haolai West Clothing Co., Ltd. The company's advertisement: Good to come to you, you are good to come to the West, I am sincerely apologizing. We promised you: "Where you buy Holison high-grade shirt, if you wear it properly, Mouth, cuff blistering break before washing, the West may well be returned free of charge boutiques in any city in the country. Haolaixi Clothing Co., Ltd. also apologize for giving a Holison clothing boutique. In order to solve the problem that the neckline of the shirt and the cuffs are easy to foam and deform, we make every effort to carry out repeated combination tests on fabrics and accessories produced by nearly one hundred manufacturers in more than ten countries, and adopt special techniques such as high temperature treatment to finally make the shirts. The neckline and cuffs are not bubbled or deformed under normal washing, and have changed from myth to reality. Every effort is just to make you feel comfortable and comfortable when you wear a good shirt. We are still a step away from the perfect situation. Among the 980,000 shirts sold last year, 104 shirts have blistering at the neckline or cuffs. This is a negligence of our 1?02 You are 100% loss. Although we have fulfilled our promises, it is hard to reduce your embarrassment. For this reason, we once again express our deepest apologies to you who have pampered us. Whenever and wherever, wear from you. From the moment we come to the West Shirt, we will share the joy with you. “Good to the West” company, this apologizes the advertisement to win the general praise of consumers, they I feel that I am satisfied with buying a good Western clothing. The good corporate image has led to a rapid increase in market share. After the advertisement was apologized, the sales of Haolai West clothing increased significantly. The success of the “Good Laixi” company lies in their One hundred percent responsibility for consumers is their sincerity to consumers. It can be seen that advertising is in good faith, and only sincerity can make advertising documents full of vitality, in order to win the credibility of enterprises and consumers. The president of the association, Leonard Matthews, said: "Most advertising publishers and advertising companies believe that only advertising is true, in order to best protect their interests. This is a common sense, and unrealistic advertising is a falsification of a product or service. Doing so will only cause dissatisfaction. Once the number of unsatisfied people increases, the business cannot be maintained. Quoted from Yao Zhensheng: Modern Advertising Writing, Mechanical Industry Press, August 1989, p. 30.

recommended article

popular articles