Retired advertising in tactical advertising
When it comes to strategy and tactics, people often love to talk about retreating: If the fist is rushing forward, the strike will soon be reduced; if the fist is first recovered, and then the power is saved, the effect will be Much better.
As an advertisement, the above tactics can also be adopted: some shortcomings of exposed goods, and win the trust of consumers with a candid attitude, the potential effect of such trust on the company's image and reputation of the goods is enormous.
The following example ads:
Japan's Minozu jersey advertising 笺 this jersey is dyed using the best dyes and the best craftsmanship.
But unfortunately,
The purple color of the sauce is still not faded.
The above-mentioned instructions are attached to the Sweatshirts sold by Japan’s Meinjin Sports Equipment Co., Ltd. This seems to reveal the ugly, but in fact it is a good use of the advertising strategy to retreat. Because the customer knows that no commodity can be perfect. Telling the deficiencies of your own products will not scare away consumers, but will attract them because of their honesty and frankness.
Another example is the advertisement:
Baodi Silk Cosmetics Advertising
We are not the most beautiful...
Only you are the most beautiful, this is the interpretation of the beauty of Baodi Silk.
From birth, everyone has their own skin color and face. When the two are combined, they create a personal style, and the “Bao Yu Si” cosmetics are only used to find out through proper color. The potential beauty allows more women to have greater changes in their self-expressions with different moods, environments and occasions, so that the appearance and self reach a harmonious state.
So we are not the most beautiful, the most beautiful is yourself.
On the one hand, the above advertisements indicate that it is impossible for women to “make this year’s 20th and next year’s 18th”, but only to help women discover potential beauty. On the other hand, they point out that the most perfect one is the consumers themselves, which subtly compliments the advertising recipients. Give people a sense of modesty and reality, so that consumers feel intimate and natural, and accept product information without knowing it. In essence, the use of expression skills that are still "retreating forward".
The tactic of “retreating forward” is not only manifested in the advertising manuscript itself, but also in the strategy of advertising campaigns. For example, in 1989, France's most famous "green liquid mineral water" was announced by the US Food Department that some of its "green mud mineral water" contained 2-3 times more than the prescribed benzene, long-term drinking is a cancer risk! In this case, the company did not simply take back the unqualified products, apologize to the consumers, keep things down, make things smaller, and make small things happen. Instead, they immediately held a press conference and announced the destruction of 160 million bottles of mineral water around the world. Then use new products to compensate. As a result, the company lost more than 200 million francs. The big news that the Green Liquid Company destroyed all its products was spread in the United States and the world. The "green liquid" was a household name in an instant. With the launch of new products, who wouldn't want to taste it? The chairman of the company said afterwards that if you spend 200 million francs directly to advertise, it will certainly not have such a big appeal. Obviously, if you blindly disguise and refuse to make mistakes, it is the biggest mistake. If you retreat, you can turn defeat into victory. Main bibliography
1. Advertising creative Luo Jian Gu Ling edited by China Economic Publishing House in August 1995
2. Language Art of Advertising Li Ruijin, Lao Huiyi, Wuhan University of Surveying and Mapping, published in January 1994
3. Advertising psychology Wei Bin Cai is less than edited by China Economic Publishing House, published in August 1995
4. Famous foreign advertising examples and reviews by Wang Li, editor of China Radio and Television Publishing House, October 1995
5. Advertising language techniques Zhang Daojun edited by the Social Science Literature Publishing House published in October 1996
6. Advertising fine point Ni Ning Chen Yi, China Building Materials Industry Press, published in March 1996
7. Modern advertising writing Li Hongwei Zhang Bingzhong editor Blue Sky Publishing House published in August 1992
8. Advertising Heart Attack Chen Peiai, Xiamen University Press, 1993, 10
9. Modern Advertising Ouyang Kang published by the Chinese Social Publishing House in January 1996
10. Modern advertising copy art Lu Xiaoqun published by Zhongnan University of Technology Press in October 1997
11. Practical Advertising Skills, Kai Wang, Wang Ke, and other knowledge publishing houses published in January 1993
12. Advertising Language Analysis Xu Yumin Gong Riying, China Materials Publishing House, September 1988
13. Chinese and foreign advertising boutiques to win the victory of Jin Taosheng Xu Zhouhan editor of the International Culture Publishing Company published in 1995 8
14. Modern Advertising Writing Yao Zhensheng, Mechanical Industry Press, published in August 1989
15. Modern Advertising Rhetoric Xu Qiuying, China Economic Publishing House, April 1998
16. Chinese and foreign advertising history Chen Pei loves China Price Publishing House published in January 1997
17. Advertising Writing Art Chen Peiai, China Foreign Economic and Trade Publishing House, published in April 1990
18. National Advertising Overview Wang Zhongcheng, China Financial and Economic Publishing House, published in May 1998
19. The Strategy in Advertising Art Bai Zhiyong, edited by Beijing Arts and Crafts Publishing House, published in July 1991
20. Advertising and writing skills and excellent examples Daguan Niu Yuchen Wei Yanyun edited by the Central University for Nationalities Press, August 1994
21. Advertising warfare reveals Hu Duoning, published by Nanhai Publishing Company in June 1994
22. How to create an advertisement [United States] Tang·Dillon, published by China Friendship Publishing Company in December 1991
23. Advertising Writing Art [United States] Dan Haijins published by China Friendship Publishing Company in May 1995
24. Advertising planning and planning book writing Chen Peiai, Xiamen University Press, October 1993
25. Successfully advertised 80 cases of Taiwan Yan Boqin with China Friendship Publishing Company published in April 1993
26. Advertising Investigation and Design Wei Wei Wang Wei and other editors of Economic Management Publishing House published in January 1998
As an advertisement, the above tactics can also be adopted: some shortcomings of exposed goods, and win the trust of consumers with a candid attitude, the potential effect of such trust on the company's image and reputation of the goods is enormous.
The following example ads:
Japan's Minozu jersey advertising 笺 this jersey is dyed using the best dyes and the best craftsmanship.
But unfortunately,
The purple color of the sauce is still not faded.
The above-mentioned instructions are attached to the Sweatshirts sold by Japan’s Meinjin Sports Equipment Co., Ltd. This seems to reveal the ugly, but in fact it is a good use of the advertising strategy to retreat. Because the customer knows that no commodity can be perfect. Telling the deficiencies of your own products will not scare away consumers, but will attract them because of their honesty and frankness.
Another example is the advertisement:
Baodi Silk Cosmetics Advertising
We are not the most beautiful...
Only you are the most beautiful, this is the interpretation of the beauty of Baodi Silk.
From birth, everyone has their own skin color and face. When the two are combined, they create a personal style, and the “Bao Yu Si” cosmetics are only used to find out through proper color. The potential beauty allows more women to have greater changes in their self-expressions with different moods, environments and occasions, so that the appearance and self reach a harmonious state.
So we are not the most beautiful, the most beautiful is yourself.
On the one hand, the above advertisements indicate that it is impossible for women to “make this year’s 20th and next year’s 18th”, but only to help women discover potential beauty. On the other hand, they point out that the most perfect one is the consumers themselves, which subtly compliments the advertising recipients. Give people a sense of modesty and reality, so that consumers feel intimate and natural, and accept product information without knowing it. In essence, the use of expression skills that are still "retreating forward".
The tactic of “retreating forward” is not only manifested in the advertising manuscript itself, but also in the strategy of advertising campaigns. For example, in 1989, France's most famous "green liquid mineral water" was announced by the US Food Department that some of its "green mud mineral water" contained 2-3 times more than the prescribed benzene, long-term drinking is a cancer risk! In this case, the company did not simply take back the unqualified products, apologize to the consumers, keep things down, make things smaller, and make small things happen. Instead, they immediately held a press conference and announced the destruction of 160 million bottles of mineral water around the world. Then use new products to compensate. As a result, the company lost more than 200 million francs. The big news that the Green Liquid Company destroyed all its products was spread in the United States and the world. The "green liquid" was a household name in an instant. With the launch of new products, who wouldn't want to taste it? The chairman of the company said afterwards that if you spend 200 million francs directly to advertise, it will certainly not have such a big appeal. Obviously, if you blindly disguise and refuse to make mistakes, it is the biggest mistake. If you retreat, you can turn defeat into victory. Main bibliography
1. Advertising creative Luo Jian Gu Ling edited by China Economic Publishing House in August 1995
2. Language Art of Advertising Li Ruijin, Lao Huiyi, Wuhan University of Surveying and Mapping, published in January 1994
3. Advertising psychology Wei Bin Cai is less than edited by China Economic Publishing House, published in August 1995
4. Famous foreign advertising examples and reviews by Wang Li, editor of China Radio and Television Publishing House, October 1995
5. Advertising language techniques Zhang Daojun edited by the Social Science Literature Publishing House published in October 1996
6. Advertising fine point Ni Ning Chen Yi, China Building Materials Industry Press, published in March 1996
7. Modern advertising writing Li Hongwei Zhang Bingzhong editor Blue Sky Publishing House published in August 1992
8. Advertising Heart Attack Chen Peiai, Xiamen University Press, 1993, 10
9. Modern Advertising Ouyang Kang published by the Chinese Social Publishing House in January 1996
10. Modern advertising copy art Lu Xiaoqun published by Zhongnan University of Technology Press in October 1997
11. Practical Advertising Skills, Kai Wang, Wang Ke, and other knowledge publishing houses published in January 1993
12. Advertising Language Analysis Xu Yumin Gong Riying, China Materials Publishing House, September 1988
13. Chinese and foreign advertising boutiques to win the victory of Jin Taosheng Xu Zhouhan editor of the International Culture Publishing Company published in 1995 8
14. Modern Advertising Writing Yao Zhensheng, Mechanical Industry Press, published in August 1989
15. Modern Advertising Rhetoric Xu Qiuying, China Economic Publishing House, April 1998
16. Chinese and foreign advertising history Chen Pei loves China Price Publishing House published in January 1997
17. Advertising Writing Art Chen Peiai, China Foreign Economic and Trade Publishing House, published in April 1990
18. National Advertising Overview Wang Zhongcheng, China Financial and Economic Publishing House, published in May 1998
19. The Strategy in Advertising Art Bai Zhiyong, edited by Beijing Arts and Crafts Publishing House, published in July 1991
20. Advertising and writing skills and excellent examples Daguan Niu Yuchen Wei Yanyun edited by the Central University for Nationalities Press, August 1994
21. Advertising warfare reveals Hu Duoning, published by Nanhai Publishing Company in June 1994
22. How to create an advertisement [United States] Tang·Dillon, published by China Friendship Publishing Company in December 1991
23. Advertising Writing Art [United States] Dan Haijins published by China Friendship Publishing Company in May 1995
24. Advertising planning and planning book writing Chen Peiai, Xiamen University Press, October 1993
25. Successfully advertised 80 cases of Taiwan Yan Boqin with China Friendship Publishing Company published in April 1993
26. Advertising Investigation and Design Wei Wei Wang Wei and other editors of Economic Management Publishing House published in January 1998
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