论文部分内容阅读
好作品能够更好地实现营销传播这个最重要的目的:说服受众,让他们相信,广告客户的产品比竞争对手的更好。很多广告人步入了两个误区,一个是紧盯着自己客户的喜好和旧文案,却没有认识到广告人该紧紧盯住的目标受众是潜在消费者。虽然为作品买单的还是广告客户,但是,他们并不购买“自己的”产品,你大可不去理会广告客户。另外,广告创作绝对不能迎合各种“评奖标准”。如果你抱着获奖的目标去进行创作,那么你根本做不出好作品。或者,我应该这样说,那些满脑子都是“获奖”的创意团队,做出来的东西往往是最没创意的。他们太在意某些时兴的套路,太容易受其影响。想要变得更有创意,就得把面前的《戛纳国际广告节获奖作品年刊》扔进废纸篓,把桌子,还有脑子清理干净,一门心思地研究你要推销的产品、产品的价值主张及潜在
Good works can better achieve the most important purpose of marketing communication: to convince the audience that they believe advertisers have better products than their competitors. Many advertisers entered two misunderstandings, one is staring at their customers preferences and old copyrights, but did not realize that the targeted audience of the advertisers are closely linked to the potential consumers. Although advertisers pay for their work, they do not buy advertised products because they do not buy “own” products. In addition, creative advertising absolutely can not meet a variety of “award criteria ”. If you hold the winning goal to create, then you simply can not make a good work. Or, I should say, that creative people who are “brainstorming” brainstorming tend to be the least creative. They are too concerned about some of the fashionable routines, too vulnerable to it. If you want to be more creative, you have to throw the “Cannes International Advertising Awards Winning Yearbook of Works” in front of the wastebasket, clean the table and brain, and study the product you want to sell, the value proposition of the product And potential