Modern concept of concept advertisement

This is the premise of the existence of modern advertising concept. Although the origin of advertising can be traced back to a long time ago, the modern advertising concept was formed under the conditions of the continuous development of commodity economy and the gradual maturity of market economy system. Without market economy, commercial advertisements have no value. Even in the early stage of the development of western modern commercial advertisements, there are still immature things such as "disguising advertisements as cultural works" or pure artistic tendencies.

China is no exception. At present, there are at least a few obvious misunderstandings in this regard: 1, ignoring market research, lacking a complete advertising campaign operation system, especially troubled by kickbacks, human feelings and other factors, which are more reflected in business than serving enterprises and market sales. 2, one-sided pursuit of unique creativity and exquisite production, ignoring business goals. 3. Advertisers are only responsible for advertisers, not for the market and consumers, ignoring the advertising effect. 4. Advertising talents are mainly business people and designers, while interdisciplinary professionals who are proficient in marketing, statistics, psychology, humanities and communication have not received due attention. The direct manifestation of the lack of market concept is the neglect of market research and market analysis. On the one hand, the market economy needs advertising activities, on the other hand, advertising activities promote the benign operation of the market mechanism. Therefore, enterprise advertising activities must be market-oriented and centered on marketing objectives. According to dagmar's concept, advertisers should not only advertise, but also participate in marketing. In this way, it is more practical to regard advertising as an aspect of marketing than to regard advertising as a simple means. Advertising is not a game, juggling or art, but a marginal science, which is oriented by the operation of market economy and centered on the marketing objectives of enterprises, and integrates economics, marketing, communication, psychology and commodity science. Successful advertising is always manifested in rigorous market research, accurate market analysis, advertising positioning and perfect and unique overall planning, and scientific attitudes and methods run through it. On the other hand, the tendency of some advertisements against science should also be corrected. For example:

△ "It is better to eat more often." Drug advertisement. Comments: Eat and don't eat according to the doctor's advice)

△ Teacher: "Students, why did everyone get more than 90 points in the final exam?" Student: "I know, teacher, because we drank XXX." (A nutrient solution advertisement. Comment: Typical misleading)

△ "I'd rather not eat, but I have to drink." Vegetable juice advertisement. Comments: exaggerated)

△ "60 minutes to eliminate fatigue, 20 hours full of energy." (A nutrient solution advertisement. Comments: Will it affect sleep? )

Advertising pays attention to skills, but it must be based on a clear concept. For example, Japanese refrigerator advertisements have undergone several theme changes, such as "common sense of frozen food", "food that can be stored for a week" and "favorite furniture", while some of our advertisements are constantly changing and have no clear mind at all. Advertising is a complex multi-level commercial and cultural activity, and its direct target is people. As a person who embodies the essence of "all social relations", his living environment, living conditions, lifestyle, traditional living habits and customs will inevitably have an impact on advertising activities. China has a long history, a large population and a vast territory. Compared with other countries in the world, it has strong national and cultural characteristics, and there are obvious regional and cultural characteristics among different regions in China. Therefore, the advertising industry and advertisers must know who accepts what and what not. Accustomed to what, unaccustomed to what? Consumers in China accept "jeans" and so on, but not "bikinis". There are cultural differences. Similarly, the film and television advertisements of Sichuan dialect have a good effect in Sichuan, but it is not good to broadcast in Guangdong, Shanghai and Fujian. Because people in other dialect areas don't understand. Some advertisements make no distinction between their words and actions, and unilaterally pursue "foreign flavor" or "art" to make the public unintelligible, while others ignore the public psychology and have no scruples about unspeakable things. Such as sex drug advertisements and hemorrhoid drug advertisements, some of which are very embarrassing and even embarrassing. Another example is the air-conditioning advertising slogan "... I care about you carefully and everywhere, isn't it a good wife?" Comparing air conditioning to a good wife, if it is in the west, will even cause an uproar and protest. Even in China, due to the development and change of culture, the feeling caused by this kind of advertisement is uncomfortable. What's more, some advertisements ignore moral concepts in order to attract customers, for example, nightclubs promote "one-night stands". Movie advertisements use murder, pornography and other methods. As a temptation to attract consumers, this has no style at all.

In a word, there are many requirements for advertising. In particular, we must not ignore the market and violate the law, science and culture. Advertisers must correctly establish these modern advertising concepts, so that advertising work can not only meet the wishes of advertisers, but also meet the needs of advertisers, with good economic and social benefits.