In the survival of the start-ups, the main purpose of advertising is to quickly drive sales and complete the original accumulation; For companies that have developed through their survival, the role of advertising is often weakened, and the role of branding is strengthened; Individually discerning companies can take into account the construction of brand image without affecting the sales power of advertising, thus enabling long-term support for high prices and large-scale sales of products, so that the business continues to grow. In-depth study of consumer psychology and advertising planning methods, we can find that domestic advertising (including foreign companies, the same below) planning is divided into three realms, respectively, for the innate weakness of human nature, the characteristics of the day after tomorrow and both. In the era when all the people talk about brands, I hope that this article will clarify people's understanding of consumer insight and advertising, and have a deeper understanding of advertising planning, in order to make more suitable and more effective advertising, and help companies grow healthily. Advertising planning has three realms: Rewarding the realm: the devil Second realm: angel The third realm: the devil angel Most of the advertisements of domestic small enterprises and large distributors belong to the former realm; Most of the advertisements of foreign companies and a small number of domestic large enterprises belong to the second level; Advertising by individual companies (currently only one foreign company is found) is the third highest level. Rewarding the realm: the devil Devil's characteristics: insight into the ugly nature of human beings and entanglement Advertising planning directly targets the weakness of human nature. The latter includes fear, superstition, herd, ambiguity, comparison, greed, eagerness to get something for nothing, once and for all, and the miracle of a rich night. It is a commonality in the basic nature of human nature. These human weaknesses are not directly related to factors such as geography, ethnicity, occupation, income, age, etc., but are closely related to social experience and knowledge structure. Once advertising planning caters to these human weaknesses and resonates, it can generate endless power. Trader password: In recent years, the seven-chain approach (intimidation, concept, functional commitment, authority certification, expert certification, consumer testimony, discount offer) popular in the medical and health care industry is a "devil" advertisement for human weakness. Use intimidation to inspire people's fear, use concepts, authoritative institutions and authoritative experts to make people superstitious, use consumer testimony to stimulate herd mentality, and use excessive promises such as "preserving good", "ruling" and "never recurring" to satisfy people's desire for miracles. Use a discount on sales to meet people's greed and take advantage of the nature. A large amount of delivery is another guarantee of success. The time of each commercial should be long enough. The overall playing time of each day should be long enough. The capital is strong to play the satellite TV. The less expensive funds are used to hit the city-level TV stations. In short, the sound is better. Big, entangled. Practice has proved that the devil often achieves great success. Typical Case: (1) TV shopping. When you turn on the TV, you will know that it will be repeated and repeated for a long time. The film is full of intimidation, exaggeration and persuasion. "Into the phone within 30 minutes, you can also get a ... worth 498 yuan." The effect of TV shopping advertising is very good. The business mobile phone shipped 30,000 units per month in 2006, and the annual sales of single products exceeded one billion. (2) The Tianping Heavenly Kingdom Uprising. In 1843, Hong Xiuquan developed a "God worship" in the context of the intensification of social conflicts at that time. He not only created a concept of "the Son of God" but also used Christianity to be accredited by an authority. We will make a commitment to establish a "Heavenly Kingdom" where everyone is equal, the world is one, and share the peace. We will use the same field to cultivate, have the same food, have clothes to wear, have money to make, nowhere, nowhere, no one is not full. Warm" discounts... As a result, the peasant uprising of the Taiping Heavenly Kingdom led by Hong Xiuquan lasted for 20 years and was 18 provinces. It was the peak of the development of the peasant war in Chinese history. Aside from the reasons for the values ​​and cultural vision and the bankruptcy caused by management mistakes, Hong Xiuquan achieved unprecedented success in terms of advertising planning. Devil rule Devil advertising planning must have at least three rules: 1. The period of verification commitment is long 2, the promise is not easy to be verified 3. Commitment to pass the verification Hong Xiuquan's promise has made his early success in the early stage of entrepreneurship because of the long verification cycle. Because OTC and health care products are relatively short, the excessive promise can't stand the verification, so the loss of public trust has caused the situation that “no advertising is waiting for death, advertising is looking for deathâ€. Second realm: Angel Angel characteristics: come and go, only attract some people Advertising planning aims at specific target groups and studies their common behaviors, attitudes, values, consumption concepts, living habits, etc. These commonalities are closely related to factors such as region, ethnicity, occupation, income, age, and education. Advertising planning should cater to these commonalities, resonate, build beautiful associations, and leave a distinct personality. Trader password: According to the product function and characteristics, the target population is initially determined, and then the target group is deeply and objectively and scientifically researched, and the insight is developed on the basis of the research, and then the product positioning is carried out, and the communication plan is determined. Establish brand image, establish brand association, clarify brand personality, and indirectly form brand promise. Practice has proved that angels always get the love of some people, but the influence and influence are slightly inferior to the devil. Typical Case: Yang Sen’s TV poster for the white-collar women’s “bee petal†for the treatment of vaginitis, the picture is beautiful, the image is elegant, the association is rich, the meaning is clear, the temperature is bright and the personality is outstanding, the commercial not only won the global gold medal, It also made outstanding contributions to the brand marketing of Dakening. However, the ad has not been dare to launch in the third-tier market because there are too few people in the third-tier market to understand this version of the ad. Angel rule 1. Adhere to the planning process research, development of insight, positioning, and testing must be rigorous and scientific. 2, the makeup is not worth mentioning words, dubbing, makeup, expressions, special effects, editing, etc. can not have any flaws. 3, never stand on the ground to win the look up and reverence, you must float in the air, can not stand with the laity, so you can not choose low-end media. The third realm: Devil Angel Devil Angel Features: Angel Appearance Devil's Mind Advertising planning is still aimed at the weakness of human nature, but the expression is beautiful like an angel. Trader password: Make the devil into an angel, the main point of the advertising plan, the structure, the point of interest or the devil, but the picture, the actors, the dubbing, the color, the media choice, etc. are like angels. Practice has proved that Devil Angel has both strong sales power and maintains high-end brand image, which is a weapon for enterprises to maintain sales for a long time. Typical Case: The soap advertisement of a famous Japanese chemical company has the same content structure as the above-mentioned devil advertisement, but the actor is pure and lovely, such as the girl next door, the picture is beautiful, the production is exquisite, the dubbing is very credible, so that the product is not only in the big city. Very good performance, third-tier market sales are also good. Devil angel rule 1. Commitment is not easy to verify 2, promise to leave room How to choose the triple realm? The three realms of advertising planning, although there are high points, but the application can not be rigid. It is necessary to determine the planning of which realm to choose according to the different development stages and strategic objectives of the enterprise, the characteristics of the product or service, the rationality of the consumer and other factors. The picture on the right shows the current status of advertising planning for various companies, and partly reflects the operating principles: Relying on the realm of the realm: Minzhi has not opened the company to survive and do devil advertising The second realm: Minzhi started the company to develop and do angel advertising The third realm: Whether the people with wisdom and vision have spent the survival stage of the company to do devil angel advertising. Leather Safety Boots,Mining Safety Boots,Working Safety Boot Safety Shoes Co., Ltd , http://www.nssafetyshoes.com
September 15, 2018