For example, the content of communication needs to solve the problem of who to say, what to say and how to say it. Only in line with the overall brand strategy and positioning can we do it accurately and achieve the effect of brand communication.
To advertise, we must first consider a question: Who is your advertisement for? Melatonin advertising has been accused by countless people as "vulgar" and "disgusting", but it is undeniable that it is successful and we all remember it. More importantly, the main buyers of melatonin, that is, ordinary people, recognize it and regard it as a "good gift", and the most fundamental purpose of advertising is to promote product sales.
Advertising creation should consider the target consumers, take the effect as the goal, and adhere to social responsibility. As long as it can convey information to the target audience, impress the target consumers and promote sales, it doesn't matter if the advertisement is "destroyed". "Go your own way and let others talk."
Advertising, the simplest is often the most effective.
Starting from symptoms, starting from problems and starting from needs, it is the easiest to impress consumers. To pay attention to consumers' living conditions and consumption psychology, you don't need to create any concepts, and you don't need to play mystery.
The consumer's reception of advertising information is very limited. He has no time or interest to listen to your nagging, but if you tell him directly what problems you can help him solve, he will listen.
A successful advertisement often has "three ones": a touching advertising word, a concise and powerful plane, and a CF in place.
Because consumers can only see these, no matter how well others do, consumers can't see them.
In TV advertisements, sound and vision play an equally important role.
With the fast pace of life in modern society, few people will sit down and watch advertisements carefully. People generally accept advertising information when they are eating or busy with other things.
Therefore, many TV advertisements will use cheerful advertising songs to attract attention, generate memory points, and highlight the theme with powerful advertising words at the end.
For advertising, don't blindly choose what media, when and where, and how to arrange the intensity and frequency of advertising, so as to achieve the purpose of obtaining the best advertising effect at a reasonable cost.