Advertising should be accurate
The spread of an advertisement, to be precise, is to solve the three questions to whom to spread, to spread, and how to spread. The first two questions are all part of the positioning problem of advertising. Therefore, positioning is the core of advertising, the soul of advertising. Mr. Chen Pei-yi believes that the positioning of advertising is mainly to locate products and position consumers. Positioning the product If the advertisement considers the product positioning problem from the content, it can generally be considered from many aspects such as the origin, raw materials, processing, use, usage, characteristics and grade of the product. Mainly: 1. Product Origin Positioning The quality and characteristics of some products are closely related to the origin. In the advertisement, the origin of the product should be highlighted, so that consumers can know which country and region the product comes from, thus playing the role of attracting purchase. For example, the advertisement of Coconut Island Natural Mango Juice is: the hometown of mango... The statement is short, only the origin of the product, but it implies the purity of the product, so as to attract consumers to buy. 2. Product category positioning Product category positioning is to fully consider the issue of product attributes, such as food and chemical products can not be confused. Let consumers get accurate information instead of ambiguous or wrong information. Secondly, even if it is the same product, there will be many types, and advertising writing should pay full attention to the difference between them. For example, milk powder products, such as full fat, skim, semi-degreasing, mother emulsified, multi-dimensional milk powder, etc., emphasize which type of product, which helps to indicate the characteristics of the product. 3. Product Features Positioning Some similar products have the same quality, and their respective expressions are also very close. How to highlight the distinctive characteristics, we must use our brains to invent a reason, the purpose is to let customers buy you, not to buy others. Of course, this unique sale should be based on facts, not a mess. For example, the light bulb advertisement: Yaming light bulb: the room is bright. Warm homes use incandescent lamps to add to the atmosphere. The strengths of Yaming's light bulbs are here. Japanese Panasonic bulb: A small moon that sells only 280 yen. Shanghai Asian word bulb: Asian word bulb, with the sun and the moon. Although they are all light bulbs, they are positioned differently. Yaming bulbs are positioned to create a calm and warm atmosphere. The Japanese Panasonic bulbs are positioned in a gentle and inexpensive light, and the Shanghai Asian-shaped bulbs are positioned for durability and brightness. Because of the different positioning, although they are the same product, they can promote people to buy and make themselves occupy a place in the market. 4. Product use positioning Sometimes a product has multiple uses. For example, milk powder, people usually only use it as a normal drink, but milk powder can also be used as a snack, soup, or add a proper amount of milk powder when drinking coffee. In order to promote milk powder, it is often possible to design a variety of advertisements to let consumers know their respective uses. Although the quality of these milk powders is the same, they can be casually eaten, but because of the different positioning points, they cater to the different targeted psychology when consumers buy goods. 5. Product use time positioning Some product advertisements also need to consider when consumers use it, otherwise it will often affect sales. We also take milk powder as an example. If it is used as a primary school student to add meals, the content of the advertisement should emphasize the atmosphere of the school; if it is used as a picnic for tourists to make a picnic, it is necessary to show the atmosphere of tourism in the advertisement. This gives the consumer a specific sense of time, as if it were intended for them to use during this time. 6. Product grade positioning There are three grades of high, medium and low grades in each category of goods. Advertising has different ideas for different levels of consumers. Positioning the consumer is to make the consumer clear who the product is produced for, and to whom, mainly from the following two aspects: 1. The positioning of the consumer object can be considered from the social class where the consumer is located. . For example, is the consumer being a man or a woman? Is it a child, a young person, or an old person? Is it a white person or a colored person? In addition, cultural and ethnic differences must be considered. For example, a cosmetics company in the United States has launched a face cream called "Nenchun", which can prevent "acne" and make the cortex shrink. After the cream was launched, investigators found through market research that 80% of the buyers were young women around the age of 20, while the remaining 20% were middle-aged and elderly women aged 35 to 50. Why does the latter like this cream? Originally, " tender spring" can make the facial skin layer shrink, so they think it can reduce wrinkles. In response to this situation, the company decisively abandon the sales strategy of the original 20% of middle-aged and elderly women, and stressed the "nenchun" cream to treat the effect of "acne", to fully grasp the young female consumers. This measure made the sales of the cream smooth and the turnover expanded rapidly. Wallace Elton, chairman of the New York-based Watt Thomson Advertising Company, commented on this matter: "This is the most successful example of combining product positioning with advertising goals." Rice cooker advertisement: Go back to the house and gently return to the home. There is a beautiful legend of the girl who has a meal, and it is realized by Huangshan brand rice cooker. Please feel at ease to work. She is preparing meals for you at home. The advertisement of Huangshan brand rice cooker is targeted at single employees and double employees. Because they have difficulty in cooking during working hours, the advertising image vividly promotes the function of rice cookers to prepare meals for working staff. 2. Consumer psychological factors positioning Different consumers have different life considerations, psychological needs, different life interests and lifestyle habits, and advertising should cater to the above factors. For example, after a survey of nearly 10,000 consumers in a US clothing company, 16% of people liked novelty, 9% of people liked reasonable prices, and 32% of those who were strong and durable, paying attention to wearing comfortable 42%. In response to this situation, the company has established a new advertising target to emphasize comfort and durability as a propaganda theme, which has enabled the company's products to sell smoothly. See Chen Pei'ai, "Advertising Writing Art", China Foreign Economic and Trade Publishing House, April 1990, pp. 27-30. It can be seen that good advertisements are always highly targeted. Only by knowing who the target of advertising is, we can determine the content of the appeal of advertising, in order to achieve targeted publicity and achieve good results.
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