The old devil and the old horse

Chapter 9 Advertising Positioning and Theme Planning

First, what is advertising positioning? What is the significance and function of targeted advertising?

Advertising positioning refers to the process and result of establishing a product brand or corporate image related to the target market.

Significance and function of advertising positioning: ① Correct advertising positioning is conducive to further consolidating product positioning.

Correct advertising positioning is the key to persuade people to buy.

(3) Correct advertising positioning is conducive to identifying goods.

④ Correct advertising positioning provides the most basic theme for advertising creation.

⑤ Correct advertising positioning is also an important content for enterprises to manage advertisements scientifically.

Second, what is the theme of the advertisement? What are the three elements of advertising theme? (master)

Advertising theme-refers to the basic concept that an advertisement should explain in order to achieve a certain project.

Three elements of advertising theme: advertising goal, information personality and consumer psychology.

Third, how to plan the advertising theme by establishing product value network, product value chain, tapping the potential value of products and creating new value of products? (key)

Establish a product value network: 1, starting from the product entity factors. -Entity value can be used as the conception point of advertising theme.

(1) Product entity factors include: product quality, raw materials, parts, structure, performance, etc. For example, "Head & Shoulders" shampoo contains anti-dandruff factor.

(2) The methods, processes, conditions, environment and history of product production and management, such as the quality management of Hisense air conditioners.

(3) Appearance, brand and packaging of products. For example, the appearance of Ruijing DVD is as beautiful as the model's figure.

2. Starting from the use of goods: it refers to what value consumers can get in the process of using goods.

This theme appears in a large number of advertisements, which is also the most difficult to grasp and express.

(1) Use and usage of the product. Such as "two pieces" and "white with black" of "Intestinal Insect Clearing".

(2) the actual value and effect of product use. That is, the benefits that the product may bring to consumers. For example, the freckle removing effect of Vichy cosmetics.

(3) Consumers' reaction to product use. Such as "Dabao" and "I like it".

3, starting from the commodity price and grade.

4. Starting from the relationship between products and other products.

(1) Starting from the relationship between the product and other related products.

(2) Starting from the relationship between products and competitive products. Its influence is manifested in promotion, shielding and assimilation.

5. Starting from consumers' concern and expectation of products.

Establish product value chain: 1, and establish social value chain of products.

2. Establish the subjective value chain of products.

(1) product feeling

(2) the personality of the product

(3) the symbol of the product

Tap the potential value of products, create new value of products: 1, and awaken consumer demand.

2. Create consumer demand

3. Break through the barriers of consumption concept.

4, reverse thinking, mining new value from negative value.

Fourth, what problems should be paid attention to when determining the theme of the advertisement?

When determining the advertising theme, we should pay attention to: ① we must provide consumers with the promise of benefits; ② The advertising theme should be simple, concentrated and concise.

③ The advertising theme should be unified and coherent; ④ The advertising theme should be easy to understand.

Chapter X Principles and Methods of Advertising Creativity

First, what is advertising creativity? What are its characteristics? What principles should advertising creativity follow?

Advertising creativity is an artistic conception activity between advertising planning and advertising performance production, that is, according to the advertising theme, through careful thinking and planning, using artistic means, the mastered materials are creatively combined to create an image process, that is, the imagery of advertising theme creativity.

Advertising creativity has the following characteristics: ① the title of the advertiser is the core; ② Pursuing novelty and uniqueness.

③ Beautiful artistic conception and vivid interest ④ Visualization.

Advertising creativity should follow the following principles: promotion principle, conciseness principle, impression principle, attention principle and understanding principle.

2. What are the five steps in the process of advertising creativity? What is the core of advertising creativity? What are the popular methods in the process of advertising creativity?

The method or procedure of creativity generation can be divided into the following five steps: ① Collecting original materials; ② Taste and digest materials.

(3) Let nature take its course, put aside problems and relax yourself (4) Creativity suddenly emerges.

⑤ Form and develop this idea and make it practical.

The thinking methods of advertising creativity: vertical thinking method, horizontal thinking method and brain-gathering business method.

Third, what is the advertising creative strategy? What problems should be paid attention to when using advertising creative strategy?

Advertising creative strategy is a kind of artistic conception activity between advertising planning and advertising performance production, that is, according to the advertising theme, through careful thinking and planning, using artistic means, the mastered materials are creatively combined to create an image process, and the advertising theme creativity is visualized.

Problems that should be paid attention to when using advertising creative strategy;

① Different advertising creative strategies should be adopted for different advertising purposes.

② In different life cycles of products, different demands should be emphasized; ③ Different publicity targets should be expressed in different ways.

(4) Different advertising themes should adopt different forms and means to make the expression form consistent with the quality of goods.

⑤ According to different commodity categories, the emphasis of advertising creativity should be different. ⑤ Use psychological strategies to highlight the leading position of products.

⑦ Pay attention to emotional factors and strengthen psychological offensive ⑧ Different media should play different roles.

4. What are the main types of advertising creative strategies? What are the various types of cores?

Unique sales rhetoric strategy, brand image strategy, positioning strategy, contrast strategy and humor strategy.

⑥ Drama strategy ⑥ * * Singing strategy

1. Unique sales rhetoric strategy: (USP for short)-refers to the strategy that advertising creativity focuses on a unique and competitive sales theme. This strategy is particularly important when advertising creative products early in the life cycle. For example, a chocolate advertisement is "only soluble in the mouth, but not in the hands". Advertising creativity embodies the unique advantage of products-insoluble in hands.

Using this strategy, each product is required to develop only one sales statement representing the product personality, and through a large number of repeated plays, the advertising information will be transmitted to the media audience and the brand image will be established.

This strategy is very suitable for technology products and drugs.

2, brand image strategy-by shaping a unique brand image, establish the relationship between goods and the emotional needs of the media audience, so that the media audience associate with the uniqueness of the product, thus generating a sense of pleasure.

3, positioning strategy-its main point is based on market segmentation, media audience as the center, relative to competitors, has a certain uniqueness. For example, the American 7-up drink-"non-cola"; "Of course it's expensive, but that's your problem"-high-end image.

When using the positioning strategy, we should pay attention to several misunderstandings: the positioning is too low; Positioning is too high; Positioning confusion.

4. Contrast strategy: compare advertising products before and after use, and compare them with competitive brands.

5. Humor strategy-refers to infecting the audience with interesting humorous language and images, so that they have a good impression on the sales of products. This strategy can make the media audience eliminate vigilance and increase intimacy, so as to achieve effective psychological penetration.

6. Drama strategy-make advertisements into stories or series, and convey product information to media audiences through drama.

7. * * * Sound strategy-the daily memory of the life experience of the media audience. When the scenes in their memories reappear, they mention the products to promote the memory of the products. For example, in a TV advertisement, on a sunny morning, milk food was poured into coffee (breakfast should be milk+coffee).

When using this strategy, advertising operators must understand the characteristics of the media audience in the target market, especially their lifestyle, interest preferences, information status and social experience, so that the content in the advertisement can arouse the audience's * * *.

Chapter III XI Advertising Copy

1. What is advertising copy? What is its function and type? What are the elements?

The concept of advertising copy: broadly speaking, it includes all advertising works. Narrow sense: only refers to the text part of advertising works.

The role of advertising copy: attracting attention, stimulating demand, maintaining impression and facilitating transactions.

Types of advertising copy: educational advertising copy, emotional advertising copy and suggestive advertising copy.

The composition of advertising copy: title, text, advertising language and essay.

2. What are the main functions and types of advertising headlines?

The function of advertising headlines: ① point out the theme and attract attention; 2 stimulate interest; Lure people to read the text; (3) to deepen their impression and promote the purchase.

Types of advertising headlines: direct headlines, indirect headlines and compound headlines.

3. What are the main forms of advertising headlines? What problems should be paid attention to when writing?

The forms of advertising headlines: announcement, news, appeal, praise, call and question.

Pause, contrast and hint

The writing points of advertising headlines are as follows: ① the headlines are accurate and consistent; ② Embody the theme; 3 cut to the chase and make the finishing point.

(4) vivid language and appropriate words (5) short and to the point (6) sales force.

⑦ Proper matching of topics and pictures ⑧ can provide the latest information ⑨ Fonts are different from subtitles and words.

Attending:11is not necessarily a complete sentence.

4. What is the advertising text? What are the basic requirements for advertising copy writing?

Advertising copy-the words in the advertising copy other than the title, slogan and essay are called advertising copy.

Requirements for writing advertising copy:

Highlights: ① It is best for an advertisement to have only one theme; (2) advertising copy writing generally adopts the title order method.

Concise and easy to understand: ① Be concise and to the point, but there is no need to specify the length of the text.

② The language should be colloquial, easy to read, easy to hear and easy to remember.

③ Be as specific as possible.

Interesting and moving: ① The words are interesting: vivid, vivid and unique (monologue, dialogue, literary style).

② Language is full of human feelings.

5. What is the advertising slogan? What is its basic form? How to draw up?

Advertising slogan is an advertising slogan and a specific business term, which has been used repeatedly for a long time. Its function is to let consumers set up a concept to guide the purchase.

Forms of advertising slogans: praise, call, emotion, synthesis and title.

Requirements for drafting advertising slogans: simple and easy to remember, distinctive and infectious.

Chapter XII Determination of Advertising Effect

1. What is the advertising effect? What are its characteristics? How to classify advertising effects?

Advertising effect-refers to the influence produced by the spread of advertising media, or the response of media audience to advertising effect.

The characteristics of advertising effect: time lag, cumulative effect, complexity of effect and indirectness of effect.

Types of advertising effects:

1, according to the advertising effect level: economic effect, consumer psychological effect and social effect.

2. According to the operation cycle of advertising activities, it can be divided into short-term effects and long-term effects.

3. According to the different life cycle stages of advertising products, it can be divided into introduction effect, growth effect, maturity effect and decline effect.

4. According to the whole process of advertising activities, it can be divided into pre-measurement effect, in-process measurement effect and post-measurement effect.

Second, what is the significance of advertising effectiveness evaluation? What principles should be followed in the evaluation?

The significance of advertising effect measurement;

① Advertising effect is the summary of the whole advertising experience ② Advertising effect measurement is the basis for advertisers to make advertising decisions.

③ Promote enterprises to improve the design and production of advertisements ④ Promote the realization of overall marketing objectives and plans.

The principles to be followed in measuring advertising effect are: ① pertinence principle, ② reliability principle and ③ comprehensiveness principle.

④ Regularity principle ⑤ Economy principle.

Three, advertising effectiveness evaluation can be divided into several steps? What work should be done at each stage?

1. Determine the specific issues of effect measurement: Focus on the most critical and urgent effect issues that advertisers need to know in advertising. Such as the image of the enterprise or product, the popularity of the product, sales volume, etc.

2. Collect relevant information: make a plan, set up an investigation team and collect relevant information.

3. Data collation and analysis: collation, comprehensive analysis and thematic analysis of a large number of collected data.

4. Demonstrate the analysis results: that is, hold an analysis result demonstration meeting. Invite social experts and scholars to attend, and the person in charge of the advertiser will attend, and comprehensively evaluate and demonstrate the measurement results of the advertising effect with scientific methods, so as to make the measurement results more scientific and reasonable. The advertising effect measurement research group is responsible.

5. Write the measurement and analysis results:

The contents of the analysis report of enterprise advertising effect measurement mainly include: ① preface; ② Overview of advertisers; ③ The investigation content, scope and basic methods of advertising effect measurement; ④ Practical steps of advertising effect measurement; ⑤ Specific results of advertising effect measurement; ⑤ Specific suggestions for improving advertising promotion.

4. What are the contents of advertising psychological effect evaluation? What are the methods to evaluate psychological effects?

The content of the measurement of advertising psychological effect: advertising psychological effect-also known as advertising communication effect, such as the effect of changes in consciousness, cognition and preference.

The method of measuring the psychological effect of advertisements: 1. Pre-measurement of psychological effects-expert opinion synthesis method, direct measurement method, group test method and instrument test method.

2. Process measurement of psychological effect-market test method and letter survey method.

3. Post-event measurement of advertising psychological effect-scoring method and snow forest measurement method.

5. What is the evaluation of the economic effect of advertising? What are the methods to evaluate the economic effect of advertising?

The economic effect of advertising is the embodiment of the best effect of advertising activities and reflects the marketing performance of enterprises in advertising promotion activities. The measurement of advertising economic effect is the key link to measure the final effect of advertising.

Methods to determine the economic effect of advertising: ① advertising expense ratio method ② unit advertising expense sales growth method ③ advertising effect ratio method ④ expense profit rate, unit expense profit rate and unit expense profit growth method ⑧ market share and voice share method ⑧ break-even point method ⑧ advertising effect measurement index method.

6. What is the social effect of advertising?

The social effect of advertising should be reflected in the following aspects: ① Is it conducive to establishing correct values?

(2) Is it conducive to establishing a correct consumption concept?

(3) Is it conducive to cultivating a good social atmosphere?

Chapter XIII Advertising Planning and Management

First, how to understand the importance of advertising planning? What are the basic requirements of advertising planning?

The importance of advertising rules: ① advertising rules are an organic part and powerful guarantee for the construction and development of advertising industry;

(2) Advertising rules are conducive to promoting the development of market economy and the realization of socialist production goals;

(3) Advertising rules are conducive to purifying the market;

④ Advertising rules are conducive to promoting the construction of socialist spiritual civilization.

The basic requirements of advertising rules are: ① advertising rules should advocate and protect true, sincere and sincere advertisements and crack down on false advertisements made out of nothing;

(2) Advertising rules should advocate and protect advertisements that are healthy in thought and can give advertisers a certain sense of beauty, and combat advertisements that create mental pollution, promote decadent and unhealthy lifestyles and disgust;

(3) Advertising rules should vigorously safeguard the principle of fair competition and oppose and stop unfair competition advertisements.

Second, what is the main content of China's advertising law? What's the difference with developed countries?

Main contents of China advertising laws and regulations (P335): ① Main contents of China advertising law.

② Contents of laws and regulations related to the Advertising Law ③ Legal contents related to the Advertising Law.

Main contents of advertising laws and regulations in developed countries-(P340): ① The control of radio and television advertisements in developed countries is very strict.

② Advertising laws and regulations in developed countries have detailed provisions on advertising content; ③ Provisions on legal liability in advertising laws and regulations in developed countries.

Three, what are the main problems in the construction of laws and regulations in China? What are the main countermeasures to be taken?

The problems existing in the construction of advertising laws and regulations in China are as follows: ① the awareness of national advertising laws and regulations has not yet formed; ② Imperfect advertising laws and regulations give counterfeiters an opportunity.

(3) The punishment for advertising offenders is relatively light, which is not enough to deter advertising violations; (4) Supervision is difficult.

The main strategies are as follows: ① Popularize the knowledge of advertising laws and regulations and improve the legal awareness of advertising for the whole people.

(2) Popularize advertising laws and regulations, increase penalties, and strictly investigate and deal with advertising offenders.

③ Improve the advertising censorship system, establish a social supervision mechanism and improve the management level of the advertising industry.

(4) Establish a unified national advertising market.

4. What is the basic content of advertising self-discipline in China? What's the difference with developed countries?

The basic contents of advertising self-discipline in China are the professional ethics of advertising practitioners, the advertising business behavior of advertising operators and the publishing behavior of advertising publishers-P346.

Advertising self-discipline in developed countries: ① Advertising circles in developed countries attach great importance to the construction of advertising self-discipline system.

② The self-regulatory mechanism of advertisers in developed countries is perfect.

③ The advertising self-discipline system in developed countries includes social supervision mechanism with the theme of consumer organizations.

5. What is advertising management and macro-management of advertising? What are the characteristics of macro-management of advertising?

Advertising management refers to the guidance, supervision and control of advertising activities within the state, society and advertising industry, in order to limit the bad tendencies in advertising activities, guide the healthy development of advertising, and adapt to the needs of social market economy development and social civilization construction.

Macro-management of advertising refers to the supervision, inspection and control of advertisers, advertising agents, advertising publishers, their advertising activities and advertising business activities by the administrative department for industry and commerce authorized by the state according to the advertising management regulations.

The characteristics of macro-management of advertising are as follows: ① the object of macro-management of advertising is specific; ② The macro-management of advertising covers a wide range.

③ Diversification of macro-management means of advertising.

6. What are the advertising management functions of China's industrial and commercial administrative departments? What are the functions and methods of advertising management?

The management functions of China's industrial and commercial administrative departments include: advertising legislation, approval and registration, annual inspection and supervision of advertising activities.

Advertising approval, investigate and deal with advertising violations.

The role of advertising management: 1. Maintain the authenticity of advertisements and promote social stability. 2. Protect the legitimate rights and interests of enterprises and maintain the normal economic order. 3. Prevent spiritual pollution, build socialist spiritual civilization and ensure the unified leadership of the state over the advertising industry. 5. beautify the city and protect the environment.

Advertising management methods: administrative methods, legal methods, economic methods, social supervision methods, self-discipline methods.