How to write advertising words

1, determine the advertising vocabulary. Whether advertising on TV or launching new advertisements on newspapers, magazines and billboards will involve how to design appropriate advertising words. Because advertising words constitute the most important part of advertising, how to design advertising words is very critical. Generally speaking, designing effective advertising words can follow the following procedures. First of all, we should reflect the characteristics of enterprises. The design should be based on the characteristics of the enterprise target market, because different target markets represent the respective strategies and product trends of different enterprises, so designing advertising words for different target customer groups and specific products will help to reflect the characteristics of enterprises and enhance irreplaceable. Secondly, we should determine the strategic direction of advertising words. If the product is high in technology and difficult to copy, it is ideal to use rational words in advertising words, which can increase the trust of customers. Therefore, advertising words should highlight the characteristics, indicators, advantages and benefits of products. If the product is easy to be copied and popular, it is appropriate to use inflammatory language in advertising words, which can stimulate people's impulsive psychology. Therefore, advertising words should highlight the characteristics of fashion, interest, temptation and brand. Finally, it should be targeted and reflect the regional culture. The advertising words designed should be unique, persuasive, in line with local cultural characteristics and make people feel cordial.

Therefore, the advertising words we designed are still rather inflammatory: the advertising words on the posters of docks and residential quarters are:

Main title: Spring Festival is coming, what should I do? Travel around the world

Subtitle: Public lecture on computer knowledge and network knowledge.

The main content of the text is mainly the rendering of the main title and the explanation of the subtitle.

This advertisement is a strategy to attract the target audience. But when the target audience arrived at the activity site of our lecture, our poster made some minor changes: the main title "Spring Festival is coming, what should I do?" Going to the world? "Changed to" Spring Festival is coming, what should I do? Buy a computer and travel around the world! "

Coupled with our sensational speeches and touching cases, many consumers who came to attend classes were mobilized to buy at once. However, there are no machines to buy at the event site. In order to prevent the target consumers from being taken away by competitors, we temporarily decided that any consumer who has the signature of branch manager Lin Jun can buy a machine in a specialty store within three days and get a 10% discount on the basis of the original discount. Because this decision was announced at the lecture site, competitors were caught off guard and even had no time to understand the reason why the business was suddenly taken away. It was already half a month when our competitors found out what we had done.

2. Determine the channel publicity. That is, one or more of the above four methods are used in combination. When determining the publicity channel, we need to consider the characteristics of different stages in the product purchase process and determine the appropriate publicity channel according to the different characteristics of different stages. To formulate the overall budget and fund allocation, it is necessary to know how to spend the money, how to spend it, and to what extent. , and determine the proportion of different media spending.

The publicity channel we choose is very unique among our peers. We choose the entertainment center in the middle and high-grade residential area of the city. And through the staff of these residential property management offices, organize participants. The start-up fee we paid to the staff of the physics department is the biggest one in this promotion, and the other fee is some posters now. In order to make consumers cherish this activity, we also lifted the property management office, saying that it was a feedback activity jointly organized by the property management company and T Computer Company. It is a way for the property management company to thank the owners on the occasion of the new year. And asked the staff of the property management office to vigorously publicize this statement and the restrictions on preferential purchase. Sure enough, we were overjoyed by the number of recruits. Every time I go to a residential area, many owners go to the property management office to "complain", saying that since it is a public welfare activity, there should not be so many restrictions, and they should also participate, hoping that the property management company can strive for preferential conditions for them. This makes it impossible for other manufacturers to put a lot of advertisements in newspapers to compare with our propaganda. This also makes every promotion a complete success.

3. Avoid repeated promotion methods. If the target customers watch promotional advertisements too much or repeatedly, the role of advertisements will be reduced and customers may get bored.

In order to distinguish ourselves from our competitors, we have made innovations in the form, details and means of promotion. This makes people who are tired of watching advertisements such as "discount", "price reduction" and "buy gifts" feel fresh and curious. In the whole publicity campaign, neither our posters nor our live speeches mentioned the words to let the audience buy our products. We only say "the pleasure of traveling around the world". At the same time, we also announced at the lecture site that in order to enable consumers and friends to roam the online world during the Spring Festival holiday, T company will provide free computer upgrades and computer maintenance for all consumers who have bought T company computers in this community. For consumers who buy T products in this activity, they will also receive free upgrades and free maintenance at this time next year. This has also attracted another part of consumers. Because we put promotional materials of the company's products around the event site, nearly 2000 product materials were automatically taken away after five events. Moreover, from the first day after the first activity, the number of people in the company who consult the phone and go to the specialty store to see the products has increased geometrically. The daily sales of products also increased from 3456 units a day to 20 units a day. Finally, some communities have also formed a group buying team to collectively reduce prices and buy collectively. A month later, it only took more than 20 days to complete the task.

4. Seriously consider promotional gifts. Sometimes a product will be used as a promotional gift by many different manufacturers, which will make customers feel that enterprises are using gifts to promote products instead of paying close attention to customers' needs, and the promotional effect of such gifts will be greatly reduced. Promotional gifts's product advantages need to be related to the products sold by enterprises. If a fashionable high-end product is launched and a low-value and low-taste item is used as a promotional gift, it is difficult to achieve the expected effect.

Many similar products used in this year-end promotion are digital cameras, USB flash drives and so on. Only we presented "free computer upgrade at the end of the year" and "free computer overhaul at the end of the year" which matched the theme of this activity "Spring Festival". Moreover, this kind of "promotional product" is a kind of service product, which truly reflects T Company's concern and consideration for consumers. It is worth mentioning that we didn't say in the publicity materials that we would give these service-oriented "promotional items" to consumers. These news were all passed on by word of mouth. This gives consumers a surprise.

5. Overcome exaggeration and be as real as possible. Customers who watch advertisements that truly express the characteristics of products are more inclined to buy products than those who watch very exaggerated advertisements. People are more willing to accept advertisements with strong authenticity. Enterprises should avoid the problem of excessive exaggeration.

We know the purchasing psychology of consumers, so there is no empty rhetoric and unrealistic exaggeration in all publicity. Compared with the discounts and gifts given by competitors at the end of the year, our "knowledge lecture", "computer upgrade at the end of the year" and "computer overhaul at the end of the year" are particularly practical. We use real cases, on-site product displays and plain and touching stories to interpret our whole promotion activities. This is the key point for us to gain the trust of the publicity audience, and it is also the basis for our success in this publicity.