Every advertisement is a carefully planned "scam"

Advertising, as the name suggests, means to advertise something widely, that is, to inform the general public about something; our eyes are filled with overwhelming advertisements in daily life, including newspapers, radio stations, TV, Baidu search, Douyin, Even iQiyi’s VIP-exclusive advertisements...

In the era of big data, every advertisement you see on electronic products has a pattern behind it! Where do we start talking about rules?

The purpose of advertising is to let the public know about your products, so you must have a positioning for your products so that you can selectively place ads to achieve the best results. From the series of positionings segmented from product prices and user groups, we can see that each consumer group has its own unique characteristics. Huawei cleverly calls the low-end version of its mobile phone the "Youth Edition" and the high-end version "Luxury Edition". Or business, etc., because a low-profile mobile phone means that its consumer group is mainly students or young people who have just started working, so he will tell you to buy a youthful one rather than a low-profile one

Redmi mobile phone His consumer group is mainly the elderly, but his buyers are often young people, so you will not see his advertisements in newspapers but on social platforms such as Weibo; just like advertisements for baby milk powder and dog and cat food Although it is intended for children or pets, its advertisements are certainly not intended to attract children's interest! "You sell wheelchairs in shopping malls and luxury goods in hospitals; you promote your sanitary napkin anti-leakage technology to a group of menopausal women at the World Conference on Women." I can't say that your positioning is absolutely wrong, but it is indeed nonsense. *

What is the most brilliant influence scam of the 20th century? A carbon crystal "diamond" that is used to symbolize love

When mentioning diamonds, the word that comes to our minds for a moment is: love, purity, nobility, eternity, of course, its preciousness is indispensable! In fact, after all, he is just a stone, but why is it related to love? This starts with his marketing. More than 100 years ago, diamonds could only be found in a few rare places such as Indian rivers and Brazilian jungles. Just like at the same time, Napoleon used silver utensils for his guests at banquets and used them himself. It is a bowl made of aluminum. Because of the reactivity of aluminum, it was very difficult to extract aluminum with the technical means at the time. But to us now, it seems like a joke. Not only is it cheap, but it is also very easy to wear and it is not good for the body. Well, for the same reason, we couldn't refute the preciousness of diamonds in the environment at that time, but in 1870, a huge diamond mine was discovered in South Africa, and the reserves were calculated in tons

The picture is for reference only, because I don't know either. Know what kind of mine this is

According to the usual unit of carats for diamonds, it will definitely have a huge impact on the market, so a British businessman named Rhodes founded the famous De Beers company. From this time Diamond marketing has just begun for a century. They carefully controlled the output of diamonds. Although they controlled 90% of the diamond market at that time, with the annual output, the output of diamonds on the market will become more and more, and Diamonds have no other characteristics besides being hard. This means that diamonds will become cheaper and cheaper. How to solve this problem?

What is surprising is that Rhodes actually combined diamonds and love closely. "A diamond is forever, a diamond will last forever." Now all the problems are solved

Love =Beautiful eternity? Diamond =beautiful eternity

So love=diamond!

But such strange logic seems to be true to us now. The hardness of diamonds symbolizes loyal love.

Who would sell his love to others? Who will buy the love that others have lost? So diamonds are always in short supply!

If we look at the essence through the phenomenon, we will find that the success of this seemingly illogical advertising is actually no accident. "There are too many such advertisements. We can think about why I should give melatonin as a gift? Do I need to use Alipay to pay? Because their purpose is to achieve the purpose of advertising and spread the word! Coca-Cola, Nike, Mercedes-Benz, Chanel, Gucci... can't escape such shackles. Even well-known brands still spend hundreds of millions or even billions of dollars on advertising every year. In the book "Positioning", there are When it comes to this question, the importance of "being first in the industry" is because people are forgetful and what effect will this simple viral marketing slogan have when it exists in your subconscious mind? Liby has the best sales among more than a dozen kinds of washing powder in supermarkets. When people think of cars, they first think of well-known brands such as BMW, Mercedes-Benz, and Cayenne. Even though there is now a soda with a taste and price similar to Coca-Cola, which one would you buy? , Nike symbolizes sports, and all brands have their own positioning. In the Internet era, this is called personal IP. When you are the first in the industry, how can the latecomers catch up?

This advertisement appeared in many people’s Moments in 2017 (advertising link: https://0x9.me/wFir4)? The main content is that a boy studying abroad in the United States invited his classmates to come to his home for dinner. Invite them to eat Chinese food, but he doesn’t even know whether to put eggs or tomatoes in fried eggs with tomatoes first, so he sent a WeChat message to ask his mother in China. Soon after her mother said that he couldn’t understand her voice, she sent a video of the stir-fried vegetables. Then while eating, his classmates asked him how many hours the time difference is between the United States and China. Only then did he realize that his parents were sleeping at this time! When I saw the advertisement, I thought it was an advertisement for WeChat, but it turned out to be an advertisement for a credit card.

Some people questioned whether it could be Baidu if they didn’t understand. Some people criticize boys for being inconsiderate of their parents and other reasons. It can be said that this advertisement was widely publicized because of the doubt factor. Many people know about this advertisement of China Merchants Bank! If it was done intentionally by the planners, we have to admire it, but it is more likely to be an unexpected result.

It is said that Durex’s copywriting has always been very subtle