In the final analysis, advertising is two words-humanity. For a simple example, if we look at the achievements and experiences of advertising masters, we will find the mystery of advertising.
The following three people are the three most frequently mentioned masters in advertising-david ogilvy, Bill bernbach and Leo Boehner. David ogilvy founded the world-famous Ogilvy & Mather advertising company; Bill bernbach is the creator of famous advertisements in The Beatles, such as "We are the second child, but we work harder" and "Think about small benefits". The Marlboro brand created by Leo Boehner has been selling well in the world for 40 years.
The three masters have countless advertising works spread all over the world, and the world often likes to compare them and make many different evaluations of their achievements. Most of the opinions are evenly matched.
However, I found a major problem: the advertising works of Bill bernbach and Leo Boehner are often extremely shocking, that is, in advertising jargon, they are creative. Elvis Presley Car Rental Company, Beetle and Marlboro were among the top 10 of the "greatest advertisements in the world", and the two masters created world-famous brands. On the other hand, Ogilvy is much worse. His works are usually too ordinary and unoriginal. His most famous work is nothing more than Rolls Royce, which says that the only sound you can hear in a car traveling at 60 miles per hour is the electronic clock, and there are advertisements for two brands of Havice shirts. However, its advertising effect does not contribute much to Rolls-Royce brand, and Havice shirt has not become an enduring brand. In short, Ogilvy & Mather can't compare with the last two masters in terms of the wonderful degree of advertising alone.
However, if you count the number of products sold by Ogilvy & Mather through advertisements, it is six times that of the last two masters combined!
What does this mean? Ogilvy & Mather's advertising has the most sales power!
That's why Ogilvy & Mather has become the only advertiser in the "100 people who had a great impact on the world economy in the 20th century" selected by the United States!
Facts speak plainer than words. However, why is Ogilvy & Mather much better than two almost contemporary masters in advertising persuasiveness? It is difficult for us to get the correct answer from the analysis of advertising quality alone. However, if we analyze the experiences of the three masters, the answer is self-evident.
Bill bernbach and Leo Boehner are both university high flyers, who have received regular class training and profound theoretical cultivation. Among them, Bill bernbach is known as a "real gentleman". The two masters entered the advertising industry almost as soon as they graduated from college and lived a decent life. Ogilvy dropped out of school before graduation and worked as a sales and market researcher for a long time. It is precisely because of these two jobs that Ogilvy & Mather is far superior to the great advertisers of his time in grasping human nature. Therefore, his advertisement is unparalleled in persuading people to use the product! This is why Ogilvy's advertising seems to lack great creativity, but its actual sales force is particularly amazing.
There is also an advertising master named Hopkins, who sold as many goods through advertisements as Ogilvy & Mather in his life, and no one can compare with him at the same time. Why? Like Ogilvy & Mather, he worked as a salesman in a carpet cleaning company at the age of 17, and he paid special attention to market research. Almost every time he conceives an advertisement, he has to personally go to the door to investigate and test it to see how people react to his advertisement, and then constantly revise and improve it before making it public. Therefore, when an advertisement goes out of the street, it can often receive miraculous effects.
Hopkins is more involved in the public than Ogilvy, even a little extreme. He has always insisted that "anyone with a college education can't write a copy for the promotion of products in the mass market." But it is precisely because of his paranoia about social practice that he invented tried and tested marketing magic weapons such as forced distribution of goods, trial sale and distribution of samples with exchange coupons.
David ogilvy praised this, saying, "Anyone who doesn't read Hopkins' book seven times can't advertise. This book has changed my life. "These examples illustrate a truth. Only people who have a thorough understanding of human nature can make good advertisements. Advertising is human nature!
The secret of capturing 10 billion consumers-rich advertisements are good advertisements.
Give another example around you. This example is familiar to everyone in China. The advertisements for melatonin are overwhelming and disgusting. In the advertising industry, there are even more complaints. Everyone shouted and beat, but they couldn't get it out. Only by skinning them will they feel revenge. However, many advertisers finally found that they unknowingly bought a box of melatonin! Isn't this a thief shouting to catch a thief and slapping himself?
The problem is not that simple. It hides the core secret of melatonin advertising. The TV advertisements of melatonin are famous for their poor creativity in the industry, among which "no creativity" and "dirt falling off" are the most common comments. However, to paraphrase an advertising word of melatonin, "efficacy is the last word", melatonin relies on TV advertisements to shift products from efficacy appeal to gift appeal, which not only effectively shifts consumers' excessive attention to the efficacy of melatonin, but also makes the direct buyers of melatonin greatly exceed the target consumers, making the increasingly hot melatonin market grow geometrically again and again.
In addition, melatonin often wins people's trust subtly by typing soft articles in the news section, using attractive titles such as "People on earth can live forever", "Two biological atomic bombs", "The most concerned person in the world in 1998", "One day without defecation is equivalent to smoking three packs of cigarettes" and "A woman is forty, is it flowers or bean curd residue".
These news contain unheard-of information, which can arouse consumers' strong desire to read, no matter from news, authority, readability or popularity of content. People's ability to judge the "authenticity" of news is poor and easily influenced by it. They would rather believe it, than believe it. News hype, combined with typical events, scientific exploration and the prospect of human destiny, not only completely eliminates any alert psychology, but also strongly shocks consumers' hearts, expecting science to benefit themselves as soon as possible and form a thirst for melatonin, which is extremely lethal. In the advertising strategy of melatonin, news reports are far more powerful and effective than other forms of soft articles.
Subsequently, melatonin carried out audio-visual bombing through CCTV's extremely high-frequency prime-time advertisements. This is good. High-frequency CCTV TV advertisements undoubtedly leave a strong impression on melatonin!
Intensive TV advertising to establish brand awareness is the secret of the rapid growth of many enterprises in China. As long as you dare to advertise on high-density CCTV and put TV advertisements on provincial satellite TV and local TV stations every day, it won't be long before everyone will be a household name and everyone will have early adopters. China has a large population base, which is enough for manufacturers to eat.
Many enterprises know this trick, but many enterprises either have no funds or dare not stick to it, and can't bear the psychological pressure brought by the lag effect of advertising.
There are two kinds of TV advertisements: the 5-second standard version and the 10 second standard version, in which the 5-second advertisement focuses on brands, the 10 second standard version advocates giving gifts, and the 10 second gift advertisement sometimes extends to the enhanced version of 15 seconds. Television advertisements are mainly broadcast for a period of time, especially TV dramas with high ratings. When the TV series is cut off, three firsts are guaranteed, that is, the advertisement of melatonin is the first advertisement of the TV series that has just been broken, the penultimate advertisement before the TV series starts, and the penultimate advertisement of the TV series. If it is broadcast in area C, it will be broadcast in a dense way.
200 1 999, melatonin TV advertisements began to be broadcast on local TV stations all over the country. 200 1 was changed to local TV stations and CCTV. 200 1, cost 1 100 million. These advertisements are concentrated in some powerful media such as CCTV, and broadcast in prime time and sub-prime time every day. There are feature films, efficacy films and gifts.
In addition, the contrast of urban market atmosphere is also a magic weapon for the success of melatonin marketing. Melatonin focuses on the urban market, so it is willing to put advertisements outdoors, put advertisements on terminals, and work hard on promotion. The market atmosphere is to create market popularity. China people like to follow the trend and follow the fashion. If a health care product is not well-known in the market, it can't do much. Every holiday, melatonin planners will report the crazy scenes of people snapping up melatonin, and report the consumption wave, the hot sales of dealers, merchants and manufacturers and overtime production in the form of news tracking, so as to establish the reputation of melatonin, cater to the public psychology and set off a bigger snapping frenzy. A high-frequency advertisement and a lively atmosphere aroused the consumption desire of ordinary people.
The advertisement of melatonin shows a secret here: in China, the brand is not behind culture, but behind strength. In China, consumer products are far from consumer culture because of widespread credit problems. This does not deny that some consumption, such as tourism and western food, is indeed in the consumption culture, but most consumption still stays at the level of physical feelings.
Therefore, a crucial link in marketing a product in China is to make consumers think that you have strength, and strength means credibility, which means that you can carry out three guarantees (return and repair). To put it bluntly, if something goes wrong, you can find someone to be responsible. This is very important. Whoever can give this impression to consumers will sell well in China!
So melatonin knows this very well. Its advertisements often change, but they never change. There are a large number of people in the advertisement, men and women, old and young, laughing all the time, making promises all over the sky, and so on. Don't underestimate these vulgar means, which is precisely the secret of capturing 10 billion consumers.
In 2000, there was a TV advertisement selection in China. In the worst advertising selection and the most effective selection, melatonin ranks in the top ten. Therefore, when I talk about melatonin with advertisers around me, I often say, "The secret of melatonin is not an elixir, but human nature." Careful observation of every marketing step of melatonin can be said to be full of this kind of human bomb.
In the United States, there are similar examples. P&G's toilet paper called Qiaomen uses an old man nicknamed whipple as its image spokesperson. The old man tries his best to introduce the benefits of this paper to the audience on TV every day. Extremely boring. Its nausea index is even worse than melatonin, and it was listed as one of the most unpopular TV advertisements in the 1970s. Several years of market research shows that this advertisement is stupid and unreliable.
But what makes people feel terrible is that this advertisement was broadcast in the United States on 15! Numerous excellent creative people on Madison Avenue have gone wave after wave, trying to clean up this disgusting advertisement with wonderful ideas, but no one can replace Mr. Po. Because, Mr. Bao sold billions of rolls of Qiaomen toilet paper, which pushed Scott toilet paper out of the first place.
I have a core point of "punch planning, kick advertising":
Creative advertising is not good advertising.
This is human nature. People will not stop buying because they are tired of advertising. Why can this self-talking, boastful advertisement last forever? Because it implies a crucial truth: the simpler things in the world, the more * * *, the more * * *, the easier it is to spread and the easier it is to last forever. Why? Because the world is infinitely complex, the process of people conquering nature and society is to discover the laws that are enough to make complexity simple. Only by finding the laws of * * * *, can people understand and transform things efficiently.
Therefore, the spread and evolution of human civilization is also a process of transmitting and sublimating the law of simplicity. These refined * * * laws will be passed down forever mainly through words, oral instructions and architectural art, which is a simple Laozi's> It tells the truth of all things in the universe and summarizes the laws of things. The more profound and one-sided the philosophy of later generations is, only its one-sidedness can be profound, and only its profundity cannot be comprehensive. This is the truth.
Therefore, after the baptism of the long river of history, human beings have a collective unconscious that advocates primitive simplicity. Therefore, only what is incorporated into * * * will not be lost. Many successful people and events in history are the result of adopting the "* * * sexual law".
We can see that almost all people who can lead the masses to conquer the country have the characteristics of popular personality, but they will never be intellectuals or nobles; Almost all economic theories with broad market focus on improving the total demand of social goods, such as Keynesianism and socialist market economy theory.
Almost all religious classics are spread through stories with universal adaptability and popularity, thus enduring for thousands of years; Almost all immortal literary works are themes that praise justice, love and freedom; Almost all works of art handed down from generation to generation appear in the form that people like to see and hear; Almost all the songs that are widely sung are catchy songs, and almost all the remembered graphics are simple and harmonious forms; Almost everything that is widely used by people is widely recognized from the beginning. Under the strong cognitive inertia of human beings, things with independent personality often do not have eternal charm.
Why can advertisements that talk to themselves and brag about themselves last forever? Because it is a form that has existed since the beginning of advertising, and it is also the earliest form recognized by people. Because the most direct expression of advertising is the form that an old woman sells melons and is recommended by people, people think that this is advertising, and advertising should be like this. If you want to sell me something, it should be like this!
Therefore, all kinds of favorite characters in melatonin, as well as Mr. Po, who is honest, have become great salesmen! This gives us a good enlightenment: Is it necessary to have creative advertisements to be good advertisements? My answer is no.
Based on the above understanding, the more creative, the more personalized, and the more personalized, the less durable! Although it can make people remember for a period of time and enter people's impressions with wonderful images, it lacks universal adaptability and persuasiveness and cannot enter people's hearts, so it cannot last.
These two advertising cases also illustrate a problem. It doesn't matter whether the advertisement looks good or not. What matters is whether the advertisement reflects the strength behind the product. This strength can be achieved through high-frequency advertising. Of course, the subtext behind high-frequency advertising is: I have money, so I advertise.
Later, those advertising companies that tried to replace Mr. Po with excellent ideas summed up a truth, that is: "It's like magic. The more you irritate people with repeated advertisements, the more people will buy your products. " So I often say a word to advertisers: "rich advertisements are good advertisements." Because of your high advertising frequency, I can see that you have money, you have money, so you have strength and I can trust you-this is a simple logic!
Spending money is the BIggest bi of an enterprise.
I have been exposed to the promotion plan of a large commercial center in Kunming, and the trader is cautious and step by step. I can't help but sigh to my assistant: "To run a big project, you must match people who have great courage to trade, otherwise it will be difficult to succeed." Sometimes, spending money is the biggest BI (behavioral identity) of an enterprise. Only by daring to spend money can people get the maximum recognition. Mountains and rivers are not as good as people coming to Korea, and there must be a sea of people in Qian Chao. Big projects can't be carefully calculated, and the finer they are, the more they are damaged! " When I was in Guangzhou, Guangdong, there was a brand of "fifth season" drinks in the fourth bureau of my work. I often see some advertisers and customers who come to visit me exclaim, "Wow! You did the fifth season. This advertisement is great! " Fuck! You have no brain and you don't want to think. Why is the advertisement in the fifth season good? Isn't it just bombing on TV and appearing all over the world? A familiar face will become a good advertisement! Advertisements with high frequency and high familiarity are good advertisements. What's the difference between this and a woman suing a star for sexual harassment and trying to get media hype to become famous?
To tell the truth, rich advertisements are good advertisements!
As far as I know, the Guangdong advertising veteran who planned the fifth season advertisement came up with more than 100 ideas, but the customer just picked the most boring one. It is said that a photographer opened his five fingers to represent the fifth season.
I found an unknown ugly Japanese woman in China, and with some so-called dynamic and fashionable shots, this patchwork advertisement is also a good advertisement.
Don't! This is a "rich advertisement". If you don't believe me, just grab a person on the street, let him be a director, shoot an advertisement, then spend 30 million on CCTV for several months, then make a good shop advertisement on the street, and finally grab a person on the street and ask him, and he will definitely tell you that this advertisement is really good.
Therefore, spending money is the biggest BI of an enterprise!
But what about enterprises with insufficient financial capacity? There is a story that can inspire everyone: a boss lost a lot of money in business, leaving only 65438+ 10,000 yuan. It is said that a famous tourist resort in Yunnan has set up a special investment promotion department to attract investment to develop scenic land. As long as you get the land, there is hope of a comeback, but who will pay attention to a boss with only 65438+ 10 thousand!
The boss thought about it all night and came up with a unique trick. The next day, he rented an extended version of Cadillac for tens of thousands of yuan and drove to the scenic spot. The negotiations really went well! The boss got the land and drove the Cadillac around the city for a week. Then, through a series of capital and rules, he revitalized the plot, became a landmark project of the scenic spot, and successfully turned over!
This story gives me a good inspiration: we can't pretend to be rich in front of everyone forever, but we can pretend to be rich in front of everyone at a certain time.
If you intensively publish advertisements in a certain area in the most needed two or three months, the effect will be invincible!
Spending money is the biggest idea!
Advertising frequency is the biggest advertising creativity!
The biggest and most successful company in the world is the biggest advertiser!
Just recently, I heard Mr. Li Jian, who was called "the first outdoor advertising person in China" by the media, talk about the management of outdoor media. He talked about a core strategy: the biggest strategy of outdoor media is coverage! The advertising cost of several single columns in the previous year has become a multi-variety, combination and large-scale coverage in just three months. The same price is much better.
Several famous tobacco brands in Yunnan are most keen to adopt this short-term coverage strategy when new products are launched, which often leads to a sudden increase in sales. This is a powerful strategy, similar to our conclusion. Its core is high bandwidth range.
What is the principle of human nature-violent things are the easiest to change people's reason!
Everyone has this experience. When encountering unexpected things (strong things that cover up our feelings in a short time), such as earthquakes and fires, people often lose their ability to respond in a short time and become at a loss. At this time, people are the most vulnerable and the easiest to exert influence. On the contrary, no matter how touching things are, they will be indifferent for a long time and almost no longer have any influence. The pledge of eternal love ends here, which has nothing to do with morality, but human nature!
Things in the world are often very simple, the simpler the stronger!
Big scenes are big ideas.
Anyone with advertising experience will find such a phenomenon: the boss requires his TV advertisements to be magnificent, and it is best to have scenes such as the Great Wall, Mount Tai and the Yellow River on the screen, which seems to be insufficient to show the momentum of his enterprise. Whenever faced with such customers, almost all advertisers will shake their heads and scold the boss as a bumpkin behind his back.
In fact, this statement is ridiculous! The boss stands in the front line of the market every day, and the boss knows best what consumers think of his enterprise and products!
When I was working in an advertising company in Guangzhou, I led a team to do a very formal consumer interview on the train from Guangzhou to Shanghai for two days. During my investigation, I found that almost 95% of the respondents would choose "atmosphere" among ten advertising styles when choosing their favorite advertising styles. In the statistics of thousands of questionnaires later, the recognition rate is still not less than 90%.
This shows that it is very important for an advertisement, especially the corporate image, not to have an atmosphere. This shows that consumers trust you.
Therefore, the boss's market sense of smell is as sensitive as that of hounds. Don't underestimate the boss's advertising talent, which is born and forced by the market! Advertisers are still too young for this job!
Look at the shots of the Great Wall, Mount Tai and the Yellow River again, and you will understand that nothing is more convincing, more atmospheric, more connotative and more representative of a country's boldness of vision than the legacy left by these ancestors.
China has always been a dishonest market. People are often confused by fraudulent shopping malls. Everyone has the experience of buying fake and shoddy goods. Everyone has the feeling of being mistreated, and everyone has the experience of being turned against.
In such a market environment, enterprises sell themselves and products. The most important thing, of course, is to win integrity! What is the best way to win credibility? Of course, it is to show strength and boldness of vision! Of course, the Great Wall, Mount Tai and the Yellow River are the best places to show strength and boldness of vision! It is both ancient and powerful, it is the condensation of national spirit, a symbol of unity, a promise of never regretting for a thousand years, and a symbol of national endeavor! This is the wisdom of the boss.
This alone is enough for advertisers to study for several years! Do not believe! You can do an investigation. At least 90% people in China believe such advertisements. Remember, I said "believe", not "like".
Don't look at the economy with advertisements.
Advertisers like to talk about the word "strategy" all the time. As we all know, advertising has more important "strategies" than "strategies". A famous consulting planner in China, after visiting Japanese enterprises, found it strange that the Japanese had set the brand strategy for 100 years! Their advertisements in China usually use images of children and women.
Why? Because the Japanese aim their product marketing at the next generation in China, their calculation is that these children will become the mainstream of social consumption in another 20 years. Instead of fighting with Chinese enterprises now, it is better to focus on the future to cultivate the loyalty of the second generation to Japanese goods and occupy the future market without bloodshed.
This is the wily advertising strategy of entrepreneurs! Perhaps when we "creative" advertisers are still dismissive of the sweet words of Japanese companies, your home is already full of other people's products!
There are still many advertisers who will criticize the diversification and brand extension of enterprises. They think it is wrong to put all the eggs in one basket, and they also think it is wrong to put all the eggs in n baskets. They only have one theory, and only one egg can be put in a basket.
In fact, this is a problem in the macro-economic field, far from being a problem that can be accommodated by the category of advertising knowledge. Why do enterprises in China and even the East particularly like "all-round" development?
First, China and the East are economically underdeveloped, and most of them are in the period of breaking the rules of the game and rebuilding the game. All walks of life are not standardized, not on the right track, and competition is relatively easy.
Second, many companies have experience in real estate speculation and other similar industries, so these bosses are born with a sense of speculation in their blood.
Thirdly, in the era of agricultural society, industrial society and information society in China, enterprises have not really positioned and divided their spheres of influence in the market. Therefore, some enterprises still have a high probability of success in changing careers.
Fourth, after the business is bigger, it will inevitably involve two major fields: one is the real estate industry, and the other is the financial and securities industry; After the business becomes bigger, it is inevitable to change the management mode: that is, from single product management and industrial management to asset management, capital operation and brand management.
Entering the fields of finance and capital operation will involve many other industries according to the planning of capital strategy. At this time, the change of capital market is the key, followed by industry correlation, and irrelevant diversification becomes the mainstream.
Fifth, the essence of capital is the pursuit of profit. When an industry or industry cannot accommodate the capital expansion of enterprises, it is necessary to find new investment space to realize value-added. This instinctive impulse of capital is an important reason for global integration, and it is also the engine for the optimal combination and growth of all economic factors. This is a core energy that determines social development, which is not restricted by a set of so-called brand principles or advertising theories!
So I want to remind some advertisers who have a sense of superiority not to be blinded by one leaf. You should know that there are also corporate or product strategies in advertising strategies, and there are also boss strategies in shopping malls.
Maybe you will think that it is enough for advertisers to do their own thing, and don't care so much. But don't forget, advertising is a business service industry. If you don't know how to do business well, then you know business, and only with planning can you have the space and means to display it.
The advertisement is a bow full of aiming directions, and the planner is responsible for putting an arrow on the bow. Whether this arrow is iron or steel, one or several, the lethality is very different! It depends on the temperature of commercial forging.
Business is the operation of resources, planning is the integration of resources, and advertising is the packaging resources. Only by combining business, planning and advertising can we make good use of and sell resources and turn them into assets. In the future, advertising will inevitably develop into planning advertising and black market boxing. This is an irreversible trend!
When I was in Guangdong, I defended my client's views in front of two vice presidents and the director of the planning bureau in Guangdong. This is a brainstorming activity of Dong Peng ceramics. As soon as the project team members talk about the customer's marketing director, they can't help but get angry. Why? Because the marketing director asked us to shoot a corporate image TV advertisement like this: When the red sun rises, a Dapeng flies over the Yellow River and Mount Tai, and finally flies over the Great Wall, the bricks of the Great Wall become tiles.
When everyone heard this, they burst into laughter: What idea is this? Too vulgar!
But I tell you, I think this advertisement has his thoughts in it. What idea?
First, he made Dapeng, the image symbol of Dong Peng, appear.
Second, his creativity is really great.
Third, his products appeared, and they appeared in large quantities.
This is also human nature. Some things are done by others, which we think is very simple, but asking you to do it is not necessarily better than others! Advertising is human nature, besides, there is no trick!
Three people spread the news of a tiger, making you believe that there is a tiger around.
Melatonin can only succeed if it has mastered two basic human natures of China people.
One is "three people make a tiger". One person said that the tiger was coming, but no one believed it. Two people said that the tiger was coming, but no one believed it. Three people said that everyone believed it. Therefore, there is a feature in the TV advertisements of melatonin: whether it is a baby version, a comic version or a real-life version, there will be a large number of people. Everyone shouted "yes" with one voice, "effective" with one voice, and shouted in a news tone. So I can't help it. The whole country believes it.
Second, "come and not be indecent." China is a country of etiquette, and has advocated "coming without being indecent" since ancient times. The TV advertisement of melatonin "no gifts this holiday, only melatonin" captures the unique gift positioning in consumers' minds. With the improvement of consumption level and material life, people pursue a healthy body above all else, and giving melatonin has obvious advantages over traditional gifts such as alcohol and tobacco.
This kind of positioning has the full domineering of "giving gifts". Coupled with the high frequency prompt rate, consumers think of melatonin when they think of gifts, and melatonin becomes the first choice among gifts!
To put it bluntly, these two human qualities are "conformity" and "face". These two core human characteristics of China people are OK! The target consumer group of this advertisement is 65.438+03 billion people!
Shi Yuzhu has successfully positioned melatonin as the first brand in the gift market, creating a precedent for the marketing of health care products in China! At the same time, he created original news advertisements, playing with the two human natures of China people. Can be called a master of human nature!
A computer man sells products in an unprecedented way. I estimate that Shi Yuzhu himself may not even have read an advertising book or a planning book completely, but what does it matter?
Kung fu is outside the poem, and the master is in the folk.