Conventional thinking for advertising companies to analyze advertising planning

Advertising can be divided into brand advertising, product advertising, and promotional advertising in terms of content and form. Of course, in many cases, it may be integrated and integrated. For these three types of advertisements, we suggest that customers make different choices when making them

Brand advertising

As a company or brand, the content that is promoted and promoted to the advertising audience in a phased manner should not change frequently, have a strong phased nature, and cannot always change advertisements. Our customers have not yet arrived and accepted you, and you have become deformed again, just as it is difficult for others to recognize you if you change your clothes. When we provide services to customers, they will think that advertising service providers always use an advertisement to save time. Haier has gone from "sincerity to eternity" to "one world, one home" for nearly twenty years

Product advertising

The advertising of phased products follows the company's new product launch and follows the product advertising. The advertising style of the product does not change much, but only changes the product. If the style changes, it indirectly reflects the brand change. Of course, when the product style is completely different, it can also be considered. However, in practical operation, many of our clients' advertisements are so confusing that they may even think they are mistaken

Promotional advertising

For advertisements with strong timeliness, the advertiser should focus on the specific promotion goals of the enterprise's phased product sales and promotion; Tailored, the more important thing is to understand the audience of the advertisement, determine its advertising style, determine the advertising content based on product characteristics, and measure its tone based on brand image

To achieve sustainable operation, enterprises must conscientiously carry out the dissemination of brand advertising. Many companies often spend unsatisfactory amounts of time on brand promotion. As for how to make breakthroughs in content and form, the author will explain from the following five aspects

4、 Entering emerging alternative markets with a long-term approach

Establish an unexpected and replaceable new 'competitor' for the promoted brand, comparing the strengths of the promoted brand with the weaknesses of the 'enemy'. In the early 1990s, sales of Wrigley gum began to stagnate. After planning, consider cigarettes as one's competitors. After showcasing occasions where smoking is prohibited or not suitable, this advertising strategy has led to a continuous increase in sales of Wrigley

5、 Utilize people's emotions or physiology to display stimuli

When we see a baby, animal, or the body of the opposite sex, we develop an observable emotion in our hearts. In addition, it manifests as a cultural complex, harboring special emotions towards one's hometown, a certain region, certain romantic events, or a certain period. We only need to utilize the characteristics of consumers to display stimuli, which will have unexpected effects. The slogan of "Blue Silk Hair, Bound for a Century" by Oney's 100 Years of Moisturizing Hair, as well as the gentle smile of celebrity Chow Yun fat gently pouring the 100 Years of Moisturizing Shampoo onto the flowing long hair of his dream lover, have caused infinite envy and emotional resonance in the hearts of many Eastern women