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误区一:2/3的火车票如果你买2/3的火车票,就不能到达目的地。很多企业忽视广告有着明显的滞后效应这个事实,恨不能第一天打广告,第二天就上销量。如果你不能坚持,就永远到达不了目的的。匆匆地上广告,又匆匆地停广告,大把的广告就打了水漂。其实生活中许多漂亮女生都嫁给了死缠烂打的男人。死缠烂打实在是中国市场广告投入的一大绝活,不是哪本广告教材可以教会你的。如果没有脑白全那么有钱有胆,你就选取一个小一点的市场,进行局部市场的死缠烂打。一把盐撒到游泳池里,根本没什么影响,撒到盆里,水立马变味。误区二:在30秒广告中只提一次品牌广告中多说几次品牌在广告圈里似乎是一件可耻的事,因为它显得不国际,当然也就难获奖。但以我们探索十多年拍了400多支广告片的经验来看:30秒广告能提3次品牌,15秒广告提2次品牌会比较好。如果旁白再加字幕就更有保障。另外声音要大,宁可把人吓着,也不能让人听不到。所以有些傻广告大呼小叫地在30秒广告里念上5次品牌成功了,有些画面精致屡获大奖只提一次品牌的广告却失败了。最后出标版,只轻描淡写地提品牌的作法是强势品牌才能玩的游戏。广告不是给企业家和评委看的,是给消费者看的。消费者不是美学家,中国目前大多数的消费者能接受的往往是叫卖式的广告。
Misunderstanding one: 2/3 train tickets If you buy 2/3 train tickets, you can not reach the destination. Many companies ignore the fact that advertising has a significant lag effect, can not wait to advertise the first day, the sales volume the next day. If you can not insist, it will never reach its goal. Hurriedly advertised, hurriedly stopped advertising, a lot of ads have been flooded. In fact, many beautiful girls in life are married to stalker man. Stalker is really a big investment in Chinese advertising market, not which advertising materials can teach you. If you do not have all the money and courage, you choose a smaller market for local stalker. A salt spilled to the swimming pool, no effect at all, sprinkle the basin, the water became horses taste. Misunderstanding 2: In a 30-second advertisement, mentioning only once in a brand advertisement Many times it seems that a brand in an advertisement circle may be a shameful thing because it does not seem international, and of course it is hard to win a prize. However, with more than 400 commercials explored in more than a decade, we can see that 30 seconds of advertising can make 3 brands and 15 seconds of advertising make 2 brands better. If the narration plus subtitles more secure. In addition the voice should be large, rather frightened people, can not make people can not hear. So some stupid ads screaming to success in the 30 second ad to read 5 brands, some exquisite pictures award-winning once mentioned only the brand’s advertising failed. The final version of the standard, only understatement to mention the practice of the brand is a strong brand to play the game. Advertising is not for entrepreneurs and judges to see, is to consumers. Consumers are not estheticians, and most consumers in China nowadays often accept selling ads.