How to extract a good advertising language

Through professional market research and accurate planning, it is found that in the examples of brand and product advertising of food enterprises, the effect of TV or print advertising with good advertising language is more than three times that without good advertising language. Food enterprises can only deduce and refine good advertising slogans after accurately positioning product brands, because only advertising slogans that can interpret product brand positioning will be accurate and effective.

Through professional market research and accurate planning, it is found that in the examples of brand and product advertising of food enterprises, the effect of TV or print advertising with good advertising language is more than three times that without good advertising language. That is to say, if food enterprises put on TV advertisements or other print advertisements, there are good advertising slogans for enterprises or products, and spending 6,543,800 yuan on advertisements can achieve the advertising effect of spending 3 million yuan on advertisements. On the other hand, if there is no good advertising language, the advertising cost of 3 million yuan spent by food enterprises can only reach the advertising effect of 1 10,000 yuan.

Beijing Precision Planning Based on the practical experience of integrated marketing planning of 16 food enterprises, the following six points are summarized and shared with friends in the food industry: Deducing brand positioning.

A good advertising language should be able to interpret the brand positioning. In other words, the brand positioning of products is the basis and premise of refining advertising language. Food enterprises can only deduce and refine good advertising slogans after accurately positioning product brands, because only advertising slogans that can interpret product brand positioning will be accurate and effective.

Here are some familiar and easy-to-understand cases. Wang Laoji's brand positioning is "getting rid of fire". From this product brand positioning, a good advertising slogan "I am afraid of getting angry and drinking Wang Laoji" is extracted. At the same time, "fear of getting angry and drinking Wang Laoji" just correctly interprets the brand positioning of Wang Laoji's "fire-fighting".

Distinguish competitors

A good advertising language should be able to distinguish competitors. Another premise of exquisite advertising language is to find the target market of your product through market segmentation. Only by determining the target market can we extract advertising slogans that can distinguish competitors.

For example, Jinmailang bomb noodle produced by Hebei Hualong Group, through market segmentation, Jinmailang decided to enter the bomb noodle market segment to distinguish Master Kong and unify these two strong competitors. As a result, Jinmailang refined the advertising slogan of "just play", which not only highlighted the advantages of its own products, but also effectively distinguished its competitors and quickly achieved market success.

Reach the target audience

A good advertising language should be able to impress the target audience. After the brand positioning and target market of the product are clear, the next step is to define which consumer group is the target consumer of the product. In other words, who will be the core consumer group of the product; Who does the product mainly communicate with? What target audience should the advertising slogan reach? For example, the target audience of instant noodles in Gu Wu Dojo is people who don't want to eat fried instant noodles. Therefore, Gu Wu Dojo refined the advertising slogan "non-fried, healthier", which was born in the fierce competition of instant noodles market.

Vivid core selling point

A good advertising language should be able to make the core selling point of the product vivid. Each product will have its own core selling point, and other series selling points are the support of the core selling point. Good advertising slogan is the vividness of the core selling point of the product. For example, Uni-President Juice Beverage has many product advantages, but the core selling point of Juice Beverage is that it is rich in vitamin C. On the basis of this core selling point, Uni-President Juice Beverage refines the product advertising slogan of "more C and more beauty", which vividly embodies the core selling point of Juice Beverage rich in vitamin C.

A good advertising language to promote product sales should be able to promote product sales. A classic advertisement itself can drive the sales of products, and a particularly typical case is Nongfu Spring bottled water.

It is precisely because of the classic advertising word "Nongfu Spring is a little sweet" that Nongfu Spring became the first brand in the natural bottled water market almost overnight. It is precisely because of this excellent advertising slogan that Nongfu Spring has been in the top three in China bottled water market for many years without a large amount of advertising investment.

Persistent brand promotion

A good advertising language should be able to continuously enhance the brand. A good advertising slogan can not only promote product sales, but also enhance the brand for a long time. For example, Hongtashan, a high-end brand in cigarettes, refined the brand communication slogan "Mountain experts are the peak" in order to maintain its high-end brand image and change the status quo of brand aging, which not only further demonstrated the domineering of leaders, but also played a lasting role in boosting Hongtashan brand.

After expounding the refining process of good advertising language, this paper mentions the special role of good advertising language in promoting product sales and persistently boosting product brand of food enterprises, aiming at telling food enterprises, especially small and medium-sized food enterprises.

The important role of good advertising language in product marketing. I wonder if your product has extracted a wonderful advertising slogan?