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(Part I): What is advertising? Literally speaking, advertising means "advertising widely".

Since mankind entered the commodity economy society, advertising was born with the exchange of commodities. At first, the exchange of goods began on the floor. In order to attract customers, the owner of the goods wrote down the name, function, efficacy, price and other information of his goods on a piece of paper, even if it was a commodity advertisement. The quack travels all over the country with a banner in his hand, which reads "Saihuatuo". This is an advertisement; The fortune teller holds a flag that says "Living Immortal", and walking in the street is an advertisement. It is also an advertisement for a little girl in rags wearing a straw hat to sell herself.

There are artists, carrying long benches on their shoulders, walking all over the street, shouting "sharpen scissors and chop kitchen knives!" " "This is also an advertisement; The "milkshake" in front of hotels and inns in the streets is also an advertisement.

The "commodity information" published in modern newspapers and magazines is advertising; The radio station plays "Good News ……" around the clock, which is an advertisement; Color signboards, giant billboards, light boxes, neon lights, spotlights and billboards on high-rise buildings are all advertisements.

Multimedia video programs broadcast by TV stations are the most eye-catching advertisements; The text, pictures, animations and video pages displayed on the Internet are the advertisements with the widest coverage, the longest action time and the most economical and efficient.

With the development of society and the update of high-tech means, the forms of advertising are varied and numerous, so it is really difficult to give an accurate concept of "advertising".

To put it simply, "advertising" is a work that advertisers can obtain controllable non-individual forms of communication by paying, and promote products, services or ideas to the target market by persuasion.

Advertising creativity is the most challenging, exciting and exciting thing for advertisers. Although many people think that advertising creativity is the most striking link in advertising activities, and it is the link of "giving advertising spirit and life", few people can give a clear definition of advertising creativity.

The procedure of advertising planning

As a scientific activity, the basic procedure of advertising planning can be understood as follows: advertising grasps itself; Through the comprehensive analysis of advertising environment and advertising subject, it enters the analysis of advertising target molecules and advertising creativity; Then enter the advertising strategy analysis, including the analysis of advertising objects, advertising media, advertising forms, advertising opportunities, advertising areas and so on; On the basis of the above analysis, make advertising decisions, define specific advertising plans, steps, methods and measures, and implement them. After making an advertising decision, we should constantly test the advertising effect and feed back the test results in time so as to correct the advertising decision in time.

Key points:

Advertising planning workflow

The operation process of advertising planning is divided into

A. customer information stage:

Key points: fully communicate with customers, learn and study customer information in detail, hold a customer briefing meeting, sign a contract, and form a project operation team.

B. Operation preparation stage:

Key points: determine the operation progress, divide the work among team members, determine the investigation objectives, draw up the investigation plan and implement it, and write the investigation and analysis report.

C planning operation stage: the project team will hold a planning strategy meeting to analyze the market research data in detail and draw up an advertising plan.

D. advertising performance stage; E. Implementing the operational phase

Advertising must be creative in order to attract attention, stimulate interest and promote action. This is not only the three steps for advertising activities to play a role, but also the three main points for advertising creativity to show its unique charm.

1 to attract consumers' attention

2. Keep consumers interested.

3. Let consumers act.

A successful idea should have 1, and the idea must be to the point.

(1) What is the theme of the advertisement?

② Why should advertisements have a theme?

③ How to make creativity to the point?

Creativity must be easy to understand.

(1) the mode of communication of advertising information

② Readability and understandability of advertising creativity.

③ The "degree" of easy-to-understand advertising information.

3. Creativity must be original.

① What is innovation?

② How to make creativity innovative?

Advertising creativity is the most important part of advertising creation, which will affect the final communication effect. It is the beginning of advertising creation and determines the choice of other factors in advertising. Although advertising creativity needs to consider many comprehensive factors, it also has many important characteristics of general creative thinking, for example, it also needs divergent thinking, which plays an extremely important role in creativity. In real life, a good idea can create a classic advertisement and bring huge economic benefits to businesses. Therefore, it is very necessary to discuss and study advertising creativity.

Nowadays, both advertisers and advertising theorists attach great importance to the attention and research of advertising creativity, and wonderful advertising creativity and highly instructive theoretical works appear from time to time. For example, Wei Junying Advertising Creative Planning published by Zhejiang University Press 200 1 is a book combining theory with practice. This book not only analyzes the various elements and key points of advertising creativity from the theoretical level, but also puts forward many methods and skills that can be applied in practice with exquisite writing. Moreover, with the advent of the Internet era, the Internet has also become the experimental field and battlefield of advertising creativity.

The following are a series of aspects that should be paid attention to in advertising creativity.

First, advertising creative positioning strategy

(A) marketing determines the positioning of advertising creativity.

Today, the concept of social marketing has been formed, and the products provided by enterprises can not only meet the temporary needs of some consumers, but also meet the long-term interests of consumers and the overall interests of society. Advertising creativity must also cooperate with it. Therefore, it will be the correct direction of modern advertising creativity to focus on shaping long-term interests and goals and show sincere concern for society in content.

(B) the desire of the audience restricts the strategy of advertising creativity

Advertising creative strategy is developed on the basis of creative content positioning. Nowadays, advertising, as the carrier of commodity information appeal, is far from meeting the needs of the audience. It must meet people's growing spiritual needs. Although advertising needs to achieve the purpose of promotion, it is not only for promotion, because advertising shoulders great social functions. In the process of planning, design and production, we must not ignore the unique characteristics of advertising as people's aesthetic and cultural and artistic forms. Advertising creative strategy must conform to this trend.

Second, the process of advertising creativity

Two different components in the process of advertising creativity are the basis for the success of advertising programs. These two parts are: ① strategy, that is, what consumers want to hear; (2) executive power, that is, what advertising should show. These two parts must be prominent and indispensable. Making a strategy is a long and boring reasoning and mining process, and there is no shortcut to get a good strategy. Therefore, if the strategy does not thoroughly analyze its most important goal-consumers, it is only a waste of time and money. Even if there are outstanding creative works, it can't save the failed strategy. On the other hand, it is also a waste of time and money to formulate a theoretically perfect strategy but implement it in a monotonous way. Because monotonous execution is likely to attract consumers' attention.

Third, the main points of advertising creative design

Successful advertising creative design mainly includes the following points:

(1) Advertising creators need to give full play to their talents and make use of accumulated practical experience.

Advertisers need to get rid of old ideas, use associative thinking, catch the spark of brain waves and create fascinating artistic conception.

(3) to make its theme novel, distinctive, noble taste, far-reaching artistic conception, excellent visual expression and written expression.

④ Concepts, creativity, ideas, intentions and images with novel and unique forms of expression and social value are needed.

⑤ Visualize concepts, feelings and emotions.

⑥ We should grasp the target consumer groups of new economy in the new century and pay attention to the development trend of high-tech products in the world market.

Four, advertising creative design rules

(A) the law of the integration of science and art

As a highly unified knowledge system of science and art, advertising creativity should establish the concept of "science is the beginning and art is the end". The so-called "science is the beginning" means that the pre-advertising work, such as the implementation of marketing objectives, the determination of advertising strategies, the selection of advertising objectives and the description of life forms, and the derivation of advertising creative ideas, are all based on scientific market research and market analysis. The so-called "art is the purpose" is to express the demands of advertising in an artistic way, so that it is possible to create advertisements that attract consumers. Excellent advertising creativity is not exaggerating or whitewashing, but using the wisdom of creative personnel to make advertising information simple, clear and dramatic, so as to leave a deep and indelible impression on consumers' minds.

Rules of interaction between planners and consumers

In advertising creativity, planners must go deep into the society, define a creative concept from the perspective of consumers, and strengthen the "interaction" between advertising and consumers. In real life, consumers participate in advertising activities through satisfaction with advertising creativity and selectivity of advertising products. Therefore, excellent advertising works can not only promote sales, but also be widely praised by advertising circles, consumers and advertisers.

(C) the law of technological uniqueness

According to international practice, advertising creativity belongs to the category of intellectual property rights and should be creative. Advertising is a process of persuasion and explanation by making full use of imagination, intuition and insight, in any effective way, with wholehearted wisdom and thinking. Therefore, advertising creativity is the most attractive part of advertising elements. As a primitive labor, the final labor result of advertising creativity should be primitive and unique. Either the creative thinking is unique, or the expression is unique, or the communication is unique, or the sales theme is unique. In short, there must be a distinct and distinctive theme.

(D) the law of market efficiency

The so-called effectiveness means that it can bring realistic advertising effects and bring practical benefits to advertisers. The purpose of advertising creativity is to better persuade. Advertising creativity is consistent with the purpose and theme of advertising, which requires both imagination and aimlessness. A creative person uses his imagination and digs it to make his theme or his message more vivid, credible and convincing.

(5) the law of scientific rationality

Advertising creation activities are full of collision, blending, transformation and combination between different things, between reality and fantasy, between truth and absurdity, between humor and irony, and between concrete and abstract. It is necessary to give full play to the imagination of planners and create advertising products in the boldest and most whimsical way. However, the essence of advertising is a commodity, and the nature of commodity determines that the imagination and creativity of creativity are not unrestrained and absurd. We must also follow certain laws and master certain discretion.

Five, advertising creative design stage

(1) preparation period

It mainly refers to the preparation stage of finding problems, screening problems and establishing the problems to be solved first. Among them, the accuracy, usefulness, significance and uniqueness of finding problems are the key. Only by choosing the right topic can we avoid blindness. In addition, after a certain problem is selected, we should further investigate it from all angles, so as to accurately capture the ideas suitable for solving the problem, prepare relevant knowledge, collect relevant experience, analyze relevant matters, create relevant conditions, and foresee possible difficulties and consequences. This stage is often a period of high psychological tension and concentration.

(2) incubation period

Its main feature is "relaxation", which changes the mental state from a tense "dynamic" to a liberated "static", that is, the focus of activities shifts from the conscious area to the unconscious area. At this time, the main task is to eliminate all unconscious obstacles, restore the activity state of the subconscious mind, promote the mutual support, mutual penetration and cooperation of diversified factors, and strengthen the interaction between the subconscious mind and consciousness. This is a period of inspiration and inspiration for generate.

(3) Epiphany period

It mainly means that after brewing, creative ideas are suddenly enlightened as "the future is bright". Often manifested in the form of sudden awakening, accidental acquisition, out of thin air or dramatic encounter. If the gestation period is the accumulation and gradual progress of "quantity" in the creative process, then the epiphany period is the breakthrough and gradual progress of "quality" in the creative process. The epiphany period is a qualitative turning point in the creative process, which makes the whole creative process rise to a new and higher level.

(4) Perfect period

At this stage, the function of consciousness began to play a leading role again, returning from a diffuse state of mind to a concentrated state of mind. At this stage, we need to immediately capture, identify, track and improve outstanding ideas, brand-new concepts and strange ideas that first flash. At this time, a little hesitation and negligence may lead to gains and losses. The improvement period is also the demonstration period, and it is the appraisal period of creative achievements and their values. Including logical argument and practical value argument. At this time, it is necessary to put forward feasible and clear practical methods or directions to solve problems, and don't let good ideas become fantasies.

From the above analysis, we can see that the change and development of market concept and audience's psychological desire not only means that advertising creators must jump out of the traditional framework of selling goods to meet the material needs of the audience, but also require advertising creators to display their talents with the mind and strategy of a creator and artist under the guidance of new research ideas and consciously create unprecedented advertising myths. At the same time, we must realize more clearly that "an advertisement saves a factory" is only yesterday's ideal. Advertising is not enough for modern marketing. It is a three-dimensional integrated promotion activity, in which advertising only plays its unique role of "communication". Therefore, the role of a good advertising idea in "attracting attention and increasing interest" is affirmative and very effective; But its role in "deepening understanding and promoting purchase" is quite limited. This is a correction to the previous advertisements that only emphasized the increase of material practical value and ignored its spiritual aesthetic value; At present, it is to return to the essence and value of advertising.

(Part II): Advertising planning book, also known as advertising planning, is a pre-conception and planning of the overall advertising activity or an activity on the basis of market research. The advertising plan lists all the arrangements that need to be taken in the advertising campaign and instructs the relevant personnel to implement it at a specific time. It is the official action document of advertising activities.

There are two forms of advertising plan.

One is a form. This form of advertising planning lists the advertiser's current sales volume or sales amount, advertising target, advertising appeal focus, advertising time limit, advertising appeal target, advertising area, advertising content, advertising performance strategy, advertising media strategy, other promotion strategies and other columns. Among them, the advertising target column is divided into small columns such as popularity, understanding, love and purchase intention. Generally, specific sales volume or sales volume is not used as the advertising target. Because sales volume or sales volume is only a reference value to judge the advertising effect, they will also be affected by the packaging, price, quality and service of goods (services). This kind of advertising planning is relatively simple and not widely used.

The other is an advertising plan described in written language, which is widely used. This kind of advertising plan written in the book is also called advertising plan book. What people usually call an advertising plan book and an advertising plan book are actually the same thing, and there is not much difference.

A complete advertising plan should at least include the following contents:

1, preface;

2. Market analysis;

3, advertising strategy or advertising focus;

4. Advertising objectives or demands;

5. Advertising area or complaint area;

6. Advertising strategy;

7. Advertising budget and distribution;

8, advertising effect prediction.

Of course, advertising planning may be different because of the writer's personality or case, but the content is basically the same. Let's briefly describe the thinking problem when writing.

1. The preface should briefly explain the time limit, tasks and objectives of the advertising campaign, and if necessary, explain the marketing strategy of the advertiser. This is the essence of the whole plan. Its purpose is to put forward the main points of the advertising plan, so that the senior decision-makers or executives of the enterprise can read and understand it quickly, so that when the senior decision-makers or executives have doubts about a certain part of the plan, they can quickly understand the details by browsing. This part of the content should not be too long, and it is best to use a few hundred words. Therefore, some advertising plans call this part an executive summary.

2, the market analysis part, generally includes four aspects:

(1) enterprise operation analysis;

(2) product analysis;

(3) Market analysis;

(4) consumer research; When writing, we should explain the characteristics and advantages of advertising products according to the results of product analysis. Then, according to the market analysis, the advertising products are compared with all kinds of similar products in the market, and the preferences and prejudices of consumers are pointed out. If possible, we can also make suggestions on the improvement or development of advertising products. Some advertising plans say that this part is divided into situational analysis, which briefly describes the history of advertisers and advertising products and evaluates products, consumers and competitors.

3, advertising strategy or advertising focus, generally should be based on product positioning and market research results, to clarify the focus of advertising strategy, explain how to make advertising products in the minds of consumers to establish a deep impression. How to stimulate consumers' interest in buying, how to change consumers' habits and let consumers choose and use advertising products. How to expand the sales target range of advertising products? In what way can consumers form new buying habits? Some advertising planners add promotional activities to this part of the content, stating the purpose, strategy and ideas of promotional activities. Some even regard the promotion plan as a separate document.

4. In the part of advertising object or advertising appeal, it is mainly based on product positioning and market research to calculate how many people and how many households there are advertising objects. According to the results of crowd research, the analysis data about the crowd are listed, and the demand characteristics, psychological characteristics, lifestyle and consumption patterns of potential consumers are summarized.

5, advertising area or appeal area, should determine the target market, and explain the reasons for choosing this specific distribution area.

6. In the part of advertising strategy, the specific details of advertising implementation should be explained in detail. The author should design the media plan clearly, completely and concisely, and the degree of detail may depend on the complexity of the media plan. You can also make a separate media plan. Generally, at least the media used, the purpose of using the media, the media strategy and the media plan should be clearly stated. If you choose multiple media, you need to explain the publishing and broadcasting of various media and how to cooperate with each other.

7. In the part of advertising budget and distribution, according to the content of advertising strategy, the choice of media, the required expenses and the price of each broadcast should be listed in detail. It is best to make a table to list the expenses of research, design and production. Some people also included this part in the advertising budget book for special introduction.

8. The part of advertising effect prediction mainly explains the expected goal of implementing advertising activities according to the advertising plan with the approval of advertisers. This goal should correspond to the goals and tasks specified in the preamble. When actually writing an advertising plan, the above eight parts can be added, subtracted or combined. If you can add public relations planning, advertising suggestions and other parts, you can also change the last part into a conclusion or conclusion, depending on the specific situation.

Writing an advertising plan generally needs to be concise. Avoid verbosity. Concise, summarize and classify, delete all redundant words, try to avoid repeating the same concept, and strive to be concise, easy to read and understand. Don't use too many pronouns when writing an advertising plan. Decision makers and executors of advertising planning don't care whose ideas and suggestions are, they need facts. It is best to have a brief summary at the beginning of each part of the advertising plan. In each part, the source of the information used should be explained to increase the credibility of the plan. Generally speaking, advertising planning should not exceed 20,000 words. If the space is too long, charts and related explanatory materials can be solved through the appendix. In the process of writing, depending on the specific situation, sometimes the media planning, advertising budget, summary report and other parts will be listed specifically to form a relatively independent copy. That's another story.