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广告文案只是修饰方式,核心还是打造或提炼出卖点,让消费者为了利益而行动起来。有人问我,他们公司的产品X,花了2亿广告费,但效果提升不明显,补贴一停业绩跌的更惨。我反问,你确定投的是广告吗?其广告文案和创意,只能称之为信息告知(强推销),毫无卖点可言。而且X不是知名IP,其次也不是IP带动的产品,所以,可以说这两亿元投的并不是广告。过去人们接受信息量少,不顾用户感受的推销足以
Ad copy is only modified way, the core is to create or refine the selling point, so that consumers act for the benefit. Someone asked me that their company’s product X, spent 200 million advertising costs, but the effect is not obvious, the performance of a subsidy fell even worse. I ask, are you sure the vote is advertising? Its advertising copy and creativity, can only be called information to inform (strong marketing), there is no selling point at all. And X is not a well-known IP, followed by IP-driven products, so it can be said that these two billion investment is not an advertisement. People in the past to accept less information, regardless of the user experience enough sales