Bridget's theorem refers to the fact that goods are not advertised, just like a girl delivering autumn waves to a young man in a dark place. Only she herself knows the pulse and affection.
Proposed by: British advertising expert S·Britt.
If you want to promote it, you must first advertise it. Advertisement is a form of promotion that promotes products or solicits or contract services to users through certain media to increase understanding and trust and even expand sales. The company should make an advertising plan before advertising. To do anything, you need to make a plan. The correctness of the plan is one of the important factors that determine the success or failure of a thing. The formulation of an advertising plan is generally regulated by five Ws and one H:
1. (Who)? There are two meanings: ① Who advertises? There are three types of advertisements: exclusive advertisements, affiliate advertisements, and industrial and commercial joint advertisements. The specific production is divided into three types: self-made, ask someone to do it, and commissioned by an advertising company. ②Who to promote to? Only by identifying who to promote to, can the targeted advertising strategy be determined and the effect will be doubled with half the effort.
2.(What)? The propaganda objects of modern advertisements include four categories: products, corporate images, services, and certain concepts. Different propaganda objects have different propaganda requirements and different propaganda methods. After clarifying the propaganda objects, we will further discuss the focus of propaganda.
3. (Why)? When formulating an advertising strategy, the direct purpose of advertising must also be clear. The general goal of advertising is to promote companies and products, attract customers, and expand sales. But each advertisement has different strategies and direct goals that it hopes to achieve to achieve this overall goal. For example, some advertisements are to clean up inventory, while others are to promote new products; some are to notify special sales days, and some are to thank customers for coming...
4.(Where)? Where to choose advertising? How large is it? Has a direct impact on the effectiveness of advertising.
5.(When)? This is the schedule part of the plan. The schedule includes two levels:
①When will you log out? Especially for new product advertisements, the right time to "show" is very useful. ②The duration of the advertisement. Advertising should follow the principle of "repetition". Only by repeatedly advertising to customers can it have a profound impact. Generally speaking, advertisements must appear regularly and repeatedly to achieve better results. But economically speaking, the longer the advertising duration, the greater the cost; psychologically speaking, the repeated appearance of a monotonous advertisement will make customers feel bored and even disgusted. The length of advertising duration generally considers the following three factors:
The high rate of appearance indicates that the role of this advertisement still exists, and it should be continued to make the information attract more new buyers. On the contrary, it means that the advertisement is old and unattractive, and it should be enough.
Purchase frequency. Refers to the number of times a buyer purchases a product in a certain period of time. If the frequency is high, the advertisement should be repeated and continued to further deepen the buyer's impression of this product. If the frequency starts to drop, you should consider replacing the advertising content to stimulate new momentum.
forget rate. Refers to the forgetting speed of buyers in the absence of information input. If the forget rate is high, the advertisement should be repeated and continued to increase the buyer's memory.
6.(How)? Once the five Ws are clarified, the question of "how to do" one H is basically clear. The main problem to be solved is what advertising media to choose? What content to promote? What methods to use?
Advertising is one of the fastest, most economical and most effective means of delivering product information. Good products rely on modern scientific means of advertising, and its role is not known to be many times higher than manpower. Good advertising can not only bring economic benefits to the enterprise, but also help establish the social image of the enterprise. Advertising can combine economic and social benefits well. The two complement each other and promote each other, and the overall function of the enterprise can be better brought into play.
In order to clean up the hundreds of thousands of color film that expired at the end of the year, the Kodak Photographic Equipment Company of the United States did not hesitate to provide and develop its own color film for journalists from all over the world for free at the Sarajevo Winter Olympics. As a result, a large backlog of stock was distributed to the world through journalists from various countries. The effect of advertising is self-evident.
Woodruff, the former boss of the Coca-Cola Company, famously said: “99.1% of Coca-Cola is water, carbonated and syrup. If you don’t advertise, who will drink it?” Coca-Cola sells well all over the world and has entered 135 countries. And the regional market is regarded as a symbol of American spirit. Coca-Cola is so popular among people. Among other reasons, the role of advertising cannot be underestimated. Since 1886, the Coca-Cola Company has spared no expense in making full use of advertising methods to expand product sales. In 1886, the Coca-Cola Company's turnover was only 50 US dollars, and advertising expenses cost 46 US dollars; in 1901, its turnover was 120,000 US dollars and advertising expenses spent 100,000 US dollars; today's advertising expenses average more than 600 million US dollars per year. We calculate the proportion of Coca-Cola advertising expenses to turnover: 92% in 1886 and 83% in 1901. Perhaps it was this amazing move that made 99.1% of beverages made of water, carbonated and syrup, selling the world's number one.
There has been such an example: a tobacco company in a certain country sent a salesman to the Gulf tourist area to promote the company’s "Crown brand" cigarettes, but the cigarette market in this area has been occupied by other companies’ brands, and the salesman was at a loss , Accidentally inspired by the "No Smoking" sign, he ingeniously produced a number of large billboards with the words "No Smoking" written on the billboards, and a line of words below it: "'Crown The card' is no exception". The result greatly aroused the interest of tourists, competing to buy "Crown brand" cigarettes, opening up a market for the company.
"Tianchu MSG" was originally made by Wu Yunchu and "Zhang Chongxin Sauce Garden", funded by "Zhang Chongxin Sauce Garden", and Wu Yunchu opened a factory with technology. Wu Yunchu thought that the most fragrant perfume is called essence and the sweetest thing is called saccharin. Then, the most delicious one can be called MSG. At that time, Japan’s "Ajinomoto" was dumped in China. From the word "Ajinomoto", he caused a series of reveries: MSG is made of plant protein and is vegetarian, but it has a meaty taste and is vegetarian. People who are vegetarians are most suitable; of course, those who are vegetarians believe in Buddhism, and they must be connected with Buddhism. The Buddha is in the sky, rare and delicious, and only in the sky. So, named "Tianchu MSG", using the bergamot trademark, drafted a poster advertisement of "Tianchu MSG, superbly delicious, pure texture, necessary for the kitchen, and completely domestic product"; it was also installed on the roof of the international hotel. A large-scale neon advertisement with the words "Tianchu MSG"; and in the free discussion column of the "Report", the "Weekly Recipe" was published in conjunction with "Tianchu MSG", which was welcomed by housewives; and used a float on the street The tour made a publicity advertisement, calling out loudly: "Tenchu MSG, completely domestic, better than "Ajinomoto", cheap and good quality, welcome to try", and finally squeezed the Japanese "Ajinomoto" from the Chinese market. Since then, similar products made in Shanghai have appeared one after another, but Tianchu MSG has always accounted for the largest proportion of total sales.
Jiangsu Senda's footwear industry is quite famous, but it is still a blank spot in Qinghai Province. They sent people to investigate and were shocked: "Qinghai is good, Qinghai is good, Qinghai shopping malls are young people." In response to this situation, they planned to do a quarterly TV commercial to promote Senda's brand image and business purpose of after-sales service. At the same time, an open-shelf sales hall was opened in the Qinghai Textile Building to promote the real objects on the spot. Unexpectedly, it sold 90,000 yuan in one month, creating a historical record for Xining footwear industry and shocking the entire Xining business community. There is an endless stream of people who come to ask for goods and request a joint venture with Senda. Major shopping malls have Senda Leather shoes counter. By creating a market, cultivating consumers, and then selling products, Senda's footwear industry went from a blank in the Xining market, and quickly developed to sell 30,000 pairs in a year, with nearly 7 million yuan in funds returned.
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