Advertising, copywriting and creativity, do you really understand?

Advertising experts' ideas on advertising, copywriting, creativity and sales;

1 Hank Saiden, new york Liuhe Ruist Advertising Company (Hicks &; Greist) vice president

According to my own definition, the purpose of print advertising or TV advertising is not to entertain the public, but to try to persuade the right consumers to accept your products or services and let those who used competitors' products or services say goodbye. This is the most basic, or the most should be achieved.

To do this, you should promise that all the benefits that consumers can't get from existing products or services can be obtained from you, and you should devote all your energy to meeting these needs that can make consumers change their minds.

2 Alvin Yekov, Yekov Advertising Company (A. Eicoff &; Chairman of the board of directors

Over the years, some advertising companies have made the mistake of ignoring reality. They emphasize superficial efforts, but ignore the essence of sales. As a result, too many print advertisements and TV advertisements look like third-rate juggling, taking pains to attract the audience's attention with old jokes and songs and dances.

Back to the most basic, the specialty of advertising is to study the product, find out its uniqueness, and then present its uniqueness appropriately, so that consumers will have the motivation to buy this product.

3 Keith Munk, Senior Director of Nestle Group Headquarters

The global advertising industry has been condemned a lot. To our surprise, people criticize some advertising works instead of advertisements themselves. The main purpose of these works is to help the creative director's personal qualifications, or just to make beautiful pictures comparable to movies.

Perhaps, for any creative person in any country, the most important entry rule is to recognize the existence of housewives, not the existence of advertising agents, creative directors, production designers or copywriters in the world. What's more, they don't care even if they know; They are interested in products, not creative directors.

Howard Ye Sha, Vice President of Boya Public Relations Company.

Of course, I never think that creativity has contributed much to advertising companies. The more I read business magazines, the more convinced I am that the failure of the advertising industry usually comes from excess creativity-these creative methods are aimed at attracting attention, but they fail to communicate with specific targets; Or, worse, these ideas are just to make advertisers complacent.

5 Luis Kornfeld, chairman of RadioShack, a 3C chain store.

If your advertising copy directly asks consumers to buy, clearly lists the price and place of purchase, and the word "immediately" appears, then this kind of advertisement is a compulsory sales advertisement and should be the most preferred advertising method. The advertisement that looks the most beautiful is usually the advertisement with the most unpredictable effect and the weakest sales force.

6 Robert Si Nuo Dell, "Why TV advertising doesn't work" (published in Advertising Times Weekly)

Too blunt and funny advertisements usually make consumers feel disgusted, but at present, many advertising companies are popular with this set. This leads me to a question: "Why do they create these brain-dead characters and play tricks for more than 30 seconds, and these characters only mention the product name once or twice from beginning to end?"

Aren't they afraid to just show off their products and then explain why the audience should buy their products instead of competitors' similar products? The stupidest mistake made by advertisers is that the advertising role explains the product characteristics with background music, and it is often deafening rock music. Usually, concerts drown out people's voices, so that advertisements can't play their due role. More and more people rely on printed advertisements to receive information and help them decide which products to buy; Those TV advertisements that emphasize the entertainment effect are simply ineffective.

7 Richard Koshenbaum, Koshenbaum Advertising Company (Kirshenbaum Bond &; Partner) * * * and the chairman.

Humorous advertisements are difficult to deal with because you have to establish a connection between the goods themselves and the benefits they bring. Consumers usually remember funny advertisements, but they don't remember the goods in the advertisements.

8 Ted Nicholas, How to Get Gold from Writing (published by Nicholas Direct Company in 2004).

Direct marketing is the only advertising form that can objectively evaluate the effect. Only direct marketing allows you to track the source of each sale and the whereabouts of all costs. Large enterprises that use traditional advertisements can't tell which advertisements really impress consumers, but if they use direct marketing, they can clearly see which advertisements are really effective.

9 Eugene Schwartz, Innovative Advertising (Berden Press, 2004).

Copywriting can't create the desire to buy goods, but can only arouse the hopes, dreams, fears or longings that already exist in the hearts of millions of people, and then guide these "pre-existing longings" to specific goods. This is the task of copywriting: what you have to do is not to create public desires, but to guide them to where you want them.

10 claude Hopkins's scientific advertisement (published by Bell Publishing House 1960).

Advertising is not used to entertain the public. If advertising becomes entertainment, it attracts people who want to entertain, not the consumers you expect. This is one of the major mistakes that the advertising industry may make: copywriters give up their duties. They forget that they are salespeople, but they act like artists; They expect applause, but they don't pursue sales.

1 1 Bruce Barton, co-founder of Huanghe International Advertising Company.

If copywriting can create advertisements that encourage consumers to pay for bags, it is necessary to respect consumers' judgments and believe in the value of goods in their hearts.

12 david ogilvy, Confessions of an Advertiser (published by Athena Publishing House 1963).

A good advertisement can avoid showing one's own existence while selling goods. It should keep consumers' attention firmly focused on the goods. It is the professional responsibility of advertising companies to cleverly hide the operation methods.

James Wood, Advertising Times Weekly

The "literariness" of advertisements is not a criterion to measure their achievements. Beautiful words are not necessarily excellent propaganda copy; Other characteristics, such as being original, quoting classics, being imaginative, or rhyming easily, are not essential elements for successful copywriting.

Eleanor Pierce, print magazine.

I obviously feel that advertisers tolerate too many flashy copywriting and concentrate all their energy on making up cleverly worded sentences instead of trying to win sales.