What are the advertising memory strategies?

Question 1: How to enhance the audience’s memory of advertisements? 1. Improve consumers’ understanding of advertisements. Meaning memory is an important way of advertising memory, and the basis for meaning memory to function is to allow consumers to understand the content of advertisements. An advertisement should at least let people understand three aspects: purpose, method of use and purchase method. 2. Make full use of the advantages of image memory. In human memory, the ratio of language information to image information is 1:1000. Therefore, making full use of image memory is a major strategy for advertising. 3. Appropriately reduce the number of advertising memoization materials. There are two ways to reduce advertising memoization materials, namely absolute reduction and relative reduction of advertising memoization materials. The absolute reduction of memorizing materials means reducing the absolute amount of advertising memorizing materials. Relative reduction means that when the memorization materials are incompressible, they are organized into chunks according to the principles of memory psychology. In this way, it is equivalent to adding some understanding, which means that the materials required to be memorized are relatively reduced. 4. Guide people to use correct advertising memory. 5. Repeat advertisements in a timely manner and broaden publicity channels. Utilizing appropriate repetition and variation of advertising information is an important means to enhance advertising memory. 6. Set up distinctive features to facilitate memorization, recall and recall. The so-called setting up distinctive features is to provide clues for the memorization, recognition, recall or recollection of the memory process, so that the memory process can be completed smoothly. This method in advertising is closely related to the image memory strategy. 7. Properly arrange the series of location memory of key advertising materials. Memory is a problem of the brain encoding and storing information. Therefore, when arranging advertising content, try to make the memory encoding process proceed smoothly and make the content introduced by the advertisement Information should be in an important position in memory encoding: at the front or at the back, rather than letting it be buried in the middle.

Question 2: What are the ways to enhance advertising memory? I think it is easier to impress people with novel ideas

Question 3: What are the ways to enhance the audience’s memory in advertising activities? 15 points will make a surprise and leave a deep impression

Question 4: Advertising strategy strategy Advertising strategy Advertising strategy - various specific means and methods to realize and implement advertising strategy, which are the subdivisions and measures of strategy. There are four common categories of advertising strategies: product strategy, market strategy, media strategy and advertising implementation strategy. Product strategy mainly includes product positioning strategy and product life cycle strategy, as well as new product development strategy, product packaging and trademark image strategy, etc. 1. Product positioning strategy The specific application of advertising product positioning strategy is mainly divided into two categories: entity positioning strategy and concept positioning strategy. (1) Entity positioning strategy: The so-called entity positioning strategy is to highlight the new value of the product in advertising, emphasizing the differences from similar products and the greater benefits it brings. Entity positioning strategies can be divided into efficacy positioning, quality positioning, market positioning, price positioning, etc. Efficacy positioning is to highlight the specific effects of a product in advertising so that the product is significantly different from similar products to enhance selective demand. It is based on the positioning of similar products and selects outstanding performance that is different from similar products as the focus of publicity. For example, the promotion of Pepsi-Cola in the United States is based on the positioning point of being caffeine-free to distinguish it from Coca-Cola. For another example, if the red brand cashmere sweaters are promoted with good craftsmanship, the promotion of blue brand cashmere sweaters should emphasize the characteristics of the raw materials. Quality positioning is to position a product by emphasizing its specific good qualities. For example, DOVE soap in the United States uses smooth skin as the focus of its advertising. Market positioning is the specific application of market segmentation strategies in advertising to position products in the most favorable market position. DOVE soap is positioned as a women's soap, which is the specific application of this positioning. Price positioning is because the quality, performance, shape, etc. of the product are similar to similar products, and there is nothing special to attract consumers. In this case, advertising can use price positioning strategies to make the price of the product attractive. Be competitive and beat your competitors. (2) Concept positioning strategy Concept positioning is an advertising strategy that highlights the new meaning of the product, changes consumers' habitual psychology, and establishes new product concepts. There are two specific methods: reverse positioning and right and wrong positioning. Reverse positioning is an advertising product positioning strategy that uses the reputation of well-known competitors to arouse consumers' attention, sympathy and support for itself, so as to occupy a place in the market competition.

Most companies' product positioning is directed towards positive positioning that highlights the excellent performance of the product, but reverse positioning goes in the opposite direction, highlighting the superiority of well-known products or companies on the market in advertisements, and Say that your product is not as good as it, and you will settle for it, but you are ready to catch up; or you can highlight the superiority of your product by admitting its shortcomings. This is a technique that takes advantage of the social psychology of sympathizing with the weak and trusting honest people, deliberately highlighting one's own shortcomings in order to arouse sympathy and trust. Right and wrong positioning is a positioning strategy that artificially differentiates the commodity market from a conceptual perspective. The most famous example is the American 7UP soda. They used right and wrong positioning strategies in advertising and divided drinks into two categories: cola-type and non-cola-type drinks, thus breaking through the monopoly of Coca-Cola and Pepsi-Cola on the beverage market and making the company achieve unprecedented success. The product positioning strategy of advertising can also be used for corporate positioning and service positioning. It is an effective strategy to determine the most favorable appeal position of advertising based on the company's marketing strategy, product differentiation, market segmentation, product life cycle stage, etc. How well this strategy is applied directly affects advertising effectiveness. 2. Product life cycle and advertising strategy Any product usually has a life cycle, but the length of the cycle is different. Products are at different stages of life development and have different characteristics such as their process maturity, consumers' psychological needs, market competition conditions and marketing strategies. Therefore, advertising goals, appeal focus, media selection and advertising implementation strategies are also different. During the product introduction period and early growth period, new products have just entered the market, and the quality, efficacy, shape, structure, etc. of the product have not yet been recognized by consumers. At this stage, advertising aims to create a brand, with the purpose of generating new needs among consumers and implementing a market development strategy. This is the initial stage of advertising. At this stage, information is mainly used as the advertising strategy, highlighting the differences between old and new products, introducing relevant knowledge of new products to consumers, making consumers aware of the new products, thereby arousing interest, generating a sense of trust, and vigorously publicizing The trademarks and brand names of products continue to expand their popularity. The purpose is to use various promotions... >>

Question 5: What are the requirements for writing advertisements? Advertising is a very broad category. I will put forward my views on advertising copywriting and planning. 1. How to write advertising copy Requirements and composition of advertising copy

(1) Requirements for advertising copy

1. Accurate specification and clear theme

Accurate specification is the most basic requirement in advertising copywriting. To achieve effective expression of advertising themes and advertising creativity and effective dissemination of advertising information, the language expression in advertising copy must be standardized and complete to avoid grammatical errors or incomplete expressions. Secondly, the language used in the advertising copy must be accurate to avoid ambiguity or misunderstanding. Third, the language in the advertising copy must conform to language expression habits and cannot be copied mechanically or create unknown vocabulary yourself. Fourth, the language in advertising copy should be as popular and popular as possible, and avoid using unfamiliar and overly professional words.

2. Be concise, concise and concise

Advertising copy should be concise, concise and summarized in the use of text and language. First of all, it is necessary to express the essence of the advertising product in as few words and words as possible to achieve effective dissemination of advertising information. Secondly, concise and concise advertising copy can help attract the attention of advertising audiences and quickly remember the advertising content. Third, try to use short sentences to prevent the audience from being disgusted by long sentences.

3. Vivid images, express creativity

Vivid images in advertising copy can attract the audience's attention and stimulate their interest. Foreign research data shows that: the percentages of text and images that can attract people's attention are 22% and 78% respectively; the text that can evoke memory is 65% and the image is 35%. This requires using lively, novel and unique language when creating copywriting, and at the same time supplementing it with certain images.

4. Pleasant, smooth, catchy and easy to remember

Advertising copy is the overall concept of the advertisement. For the advertising language that appeals to the auditory, attention should be paid to being beautiful, smooth and catchy, so that it is easy to recognize, remember and remember. Communication, thereby highlighting the advertising positioning, well expressing the advertising theme and advertising creativity, and producing good advertising effects.

At the same time, we should also avoid excessive pursuit of language and phonological beauty, while neglecting the theme of the advertisement, copying it mechanically, being far-fetched, and damaging the meaning because of the text.

(2) The composition of advertising copy

Advertising copy should be composed of advertising title, advertising text, advertising slogan, advertising image and advertising sound.

Advertising copy is composed of title, subtitle, advertising text, and advertising slogan. It is the textual expression of advertising content. In advertising design, copywriting is equally important as graphics. Graphics have an early impact, while advertising copywriting has a deeper influence.

Advertising title: It is the theme of the advertising copy and is often the focus of the advertising content. Its function is to attract people's attention to the advertisement, leave an impression, and arouse people's interest in the advertisement. Only when the audience is interested in the slogan will they read the text. The design forms of advertising slogans include: information type, question and answer type, imperative type, news type, slogan type, suggestive type, wake-up type, etc. When writing advertising slogans, the language should be concise, easy to understand and remember, clear in delivery, novel and unique. The number of words in a sentence should generally be controlled within 12 words.

Advertising text: Advertising text uses objective facts and specific descriptions of products and services to increase consumers’ understanding and understanding and to convince people. When writing advertising text, the content should be realistic and easy to understand. No matter what theme or style is used, the main information must be captured and described in a concise and clear manner.

Advertising slogan: Slogan is strategic language. The purpose is to use repeated and identical expressions to distinguish other corporate spirits and enable consumers to grasp the personality of goods or services. This has become an indispensable element for promoting products. Common forms of advertising slogans: association, metaphor, promise, reasoning, praise, and imperative. When writing advertising slogans, you should pay attention to conciseness, clear language, originality and interest, easy to remember, easy to read and catchy. 2. How to write a detailed planning book model for advertising planning for your reference.

Advertising planning book Model

According to the key points of the advertising plan, with reference to the general model of the marketing plan and the format of the advertising plan summarized by many advertising planners in practice, we provide readers with the following content of the advertising plan With the general pattern of structure,

Cover: A complete advertising plan text should include a cover with exquisite layout and complete elements to give readers

a good first impression impression.

Advertising planning team list: Providing the advertising planning team list in the planning text can show the advertiser the degree of formalization of the advertising planning operation, and can also express an attitude of being responsible for the planning results.

Table of Contents:......>>

Question 6: Tips for memorizing words: Just like the advertisements, the memorization method of repeating the words only in the repeated memorization is really this It's a stupid way to memorize words, but this method will last longer. In fact, memorizing words requires you to accumulate them every day. The brain has a forgetting curve. You will remember these words at first, but if you don't care about the time, you will forget them all again. So you need to look back. The first review can last for 3 or 4 days, then review again a week later, then 10 days, and then half a month later to remember. Over time, you will find that the further back you go, the faster you can memorize. After a long time, it will be imprinted on your mind, so the words need to be memorized repeatedly. This is one way. In addition, you can also put words into articles to memorize them, and you can memorize them faster with scenes. Also, you can use the memorized words to create your own sentences or articles. It was because of the sentences I created that I was impressed. There are thousands of methods, you can find your own, or you can use several methods in parallel. The key is to take action yourself and make full use of every minute. come on!

Question 7: Briefly describe the role of memory in marketing activities. To understand the relationship between the 4Ps of marketing, I think we must have a deep understanding of the concept of "marketing mix". ——Marketing factors are a multi-level combination. The four major marketing strategies of 4P are a large combination. Each marketing strategy contains many specific marketing factors, which forms four smaller system combinations or sub-combinations. , if four factors are selected among the many specific factors included in each marketing strategy, there will be a total of 16 factors, forming four sub-combinations. Around the target market, the company's marketing activities will form an open system.

Enterprises can choose the best combination from various combinations to adapt to the requirements of the external environment and target market. Therefore, 4P is the four main marketing factors summarized in the marketing mix. They are a dialectical relationship that promotes and restricts each other. The specific analysis is as follows: First of all, it should be pointed out that these 4Ps in marketing do not exist independently. In 1960, McCarthy proposed the famous "4P combination", which first summarized these four marketing factors. They are a combination, a whole! It is very important to realize this! McCarthy believes that when enterprises engage in marketing activities, on the one hand, they must consider the various external environments of the enterprise, and on the other hand, they must formulate marketing mix strategies. Through the implementation of the strategies, they must adapt to the environment, meet the needs of the target market, and achieve the goals of the enterprise. McCarthy drew a marketing mix model diagram. The center of the diagram is a certain consumer group, that is, the target market. The middle circle is four controllable elements: product (Product), place (Place), price (Price), and promotion. (Promotion), that is, 4ps combination. Here, product means considering developing appropriate products for the target market, selecting product lines, brands, packaging, etc.; price means considering formulating appropriate prices; location means arranging transportation and storage through appropriate channels to deliver products to the target market. Promotion is to consider how to inform the target market of the appropriate product at the appropriate price at the appropriate location, including sales promotion, advertising, training of salesmen, etc. The outer circle of the figure represents the external environment of the enterprise, which includes various uncontrollable factors, including the economic environment, social and cultural environment, political and legal environment, etc. McCarthy pointed out that each element of the 4ps portfolio will be affected and constrained by these external environments. By 1964, American marketing expert Bowden proposed the concept of "marketing mix", which refers to the general term for marketers to comprehensively use and optimize the combination of multiple controllable factors to achieve their marketing goals. "Marketing mix" is the basis for formulating corporate marketing strategies. Doing a good job in marketing mix can ensure that the company meets the needs of consumers as a whole. "Marketing mix" is a powerful means for enterprises to deal with competitors, and is the basis for rational allocation of enterprise marketing budget expenses. Therefore, I believe that in order to understand the relationship between the 4Ps of marketing, we must have a deep understanding of the concept of marketing mix. Characteristics of Marketing Mix As a very important marketing management method for enterprises, marketing mix has the following characteristics. (1) Marketing mix is ??a combination of variables. The independent variables of the 4Ps of the marketing mix are the decisive factors that ultimately affect and determine marketing effectiveness. The final result of the marketing mix is ??the function of these variables, that is, the dependent variable. From this relationship, the marketing mix is ??a dynamic mix. As long as one of the elements is changed, a new combination will appear, producing different marketing effects. (2) Levels of marketing mix Marketing mix is ??composed of many levels. On the whole, 4Ps is a large combination, and each P includes several levels of elements. In this way, when enterprises determine the marketing mix, it is not only more specific and practical, but also quite flexible; not only can they choose the best combination among the four elements, but they can also appropriately arrange the internal combination of each element. (3) The overall synergy of the marketing mix. Enterprises must accurately analyze and judge the specific marketing environment, corporate resources and target market demand characteristics in order to formulate the best marketing mix. Therefore, the role of the best marketing mix is ??by no means the simple sum of the four marketing elements of product, price, channel, and promotion, that is, 4Ps ≠ P + P + P + P, but to create an overall synergy among them. effect. Just like the important prescriptions prescribed by traditional Chinese medicine, the four kinds of herbal medicines have different effects, different therapeutic effects, and different diseases treated. Moreover, these four kinds of traditional Chinese medicines work together... >>