Advantages And Disadvantages Of Repeated Advertising

As long as we turn on the newspaper or turn on the TV, all kinds of advertisements will appear frequently in front of the public. No matter whether people are willing or not, human beings have entered the era when advertising is pervasive.

In particular, repeated repeated advertisements on television are even more boring. Many people can only dispel their displeasure by switching channels or shutting down computers.

Since the audience does not like or even can not bear this form of advertising, why do advertisers do it? This paper intends to analyze the advantages and disadvantages of repeated advertising and try to get out of the dilemma of repeated advertising.

Duplicate advertising: a controversial form of advertising.

The so-called repeat advertisement refers to a form of advertising that is repeated repeatedly and continuously launched by a specific carrier.

According to the different media, it can be divided into many types, such as TV repeat advertisement, broadcast repeat advertisement, network repeat advertisement and so on.

And television is the best advertising media, which makes TV duplication advertising naturally become an advertising form favored by advertisers.

There are two different forms of TV repeat advertising. One is the repetition of advertising slogans, such as "Heng Yuan Xiang, Yang Yang Yang" in three consecutive replays. One is the repetition of advertising pictures or advertising scenes and advertising contents, such as "Pai Shi Yin" advertisement and "brain platinum" advertisement.

As for choosing the same advertisement at different time periods, different channels and different media, it does not belong to the category of repeated advertisements.

Back in the mid 1980s, the slogan "Heng Yuan Xiang, Yang Yang Yang" was broadcast on CCTV three times in a row. It was known all over the country.

In fact, Heng Yuan Xiang created the form of repeated advertisements inadvertently, because the original advertising film was too short, and the TV station requested an advertisement to broadcast for no less than 5 seconds, so that it had to broadcast the commercials three times.

I didn't expect the result to be so wonderful that even today, Heng Yuan Xiang did not give up this form easily.

But today's advertisers may not understand the origin of Heng Yuan Xiang's repeated advertisements, but blindly imitate them.

And

In the advertising industry is not very developed, especially when the audience's vision is not too picky, repeated advertising has its remarkable effect, which is exactly the important premise of Heng Yuan Xiang's success at that time.

But this does not mean that repeated advertising has eternal vitality.

Today, the attitude towards repeated advertisements has formed a cold and hot confrontation, that is, advertisers are enthusiastic and consumers are indifferent.

Perhaps repeat advertising still has a certain sales power, but if we ignore the feelings of the audience, the influence of advertising will be poor.

Manufacturers can not help asking: how far will repeat advertising go? The audience is also puzzled: when will the repeated advertising cease? To correctly understand and treat repeated advertisements, we must have a thorough understanding of their pros and cons.

Two, the positive role of repeated advertising.

Many advertisers advocate the existence of reasonable philosophy. They have a special liking for repeated advertisements, which is an unusual function.

Repeated advertising can promote and strengthen the memory of the audience, which is difficult to achieve in other forms of advertising.

In the face of fleeting information, the memory of the audience is inevitably blurred. Repetition is undoubtedly an effective way to arouse the attention of the audience and to memorize it, though its feelings are not pleasant.

In China, "Heng Yuan Xiang, Yang Yang Yang" can even sing to three year old children, "giving gifts only to brain platinum" is more familiar to consumers.

Protruding products or

Repeated advertising can also effectively promote product sales, which is also the favorite of advertisers.

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Generally speaking, advertising has promotional functions, but repeated advertising has the sales power of manufacturers.

The commercials of melatonin are recognized as the most creative and boring advertisements in recent years.

However, it has created and extended the myth of the health care product circle, which has made the most popular products for 35 years sell well for nearly 10 years.

Although people are extremely tired of it, consumers have to think about it when they choose to buy gifts.

The attractive sales performance has strengthened firm's determination, making them go all the way to repeat the advertisement to the end, regardless of the audience's feelings.

If Heng Yuan Xiang pioneered the form of repeated advertising, then melatonin exerts its function to the extreme.

It should be admitted that repeated advertising has certain applicability and desirability in the early development of advertising industry.

However, with the increasing competition in the advertising industry and the continuous improvement of the audience's appreciation level, the negative effects of repeated advertisements have become increasingly prominent.

Three, the negative effects of repeated advertising

The negative effects of repeated advertisements are obvious. First, single and old advertising methods are hard to arouse the audience's sympathy.

Heng Yuan Xiang's success is partly due to the low level of advertising in early China and its pioneering effect.

At present, the more splendid advertising works on the market have made the duplication advertisements pallid and dull.

In the final analysis, advertising is a kind of cultural product with strong skill and artistry. The enjoyable advertisement works not only make it hard for the audience to forget, but also create a wonderful Association.

The cry of "black sesame paste" has made many people heartfelt, but the story of "Shuanghui" ham sausage by Feng Gong and Ge You is still echoing in people's bosom.

These two classic works do not use repetitive techniques, but they are memorable and memorable.

Lack of creative advertising is often difficult to arouse the interest of the audience and arouse customers' desire to buy.

Creativity is the soul of advertising. Most of the advertisements can not be separated from original creativity.

Repeat advertising is, in the final analysis, an advertisement which lacks originality or creativity.

Faced with a lot of information, the vast number of consumers is inevitably dazzled and confused.

It is almost unthinkable for an advertisement to effectively capture the attention and excitement of the customer.

In many beer advertisements, Budweiser has left a deep impression on people.

The design of an ad designed by an ant in his advertisement shows that he has picked up the beer from the gardener.

When people need beer, they can't help pointing to Budweiser.

The difficult chatter can only arouse the resentment and dissatisfaction of the audience.

Repeated advertisements try to force the audience to remember, but even if the audience receives the information, they may not be willing to store it. Even if they are stored, they may not be willing to buy it.

As we all know, under the control of consumer psychology such as reverse psychology and seeking different psychology, the more eager vendors are to sell products, the more reluctant customers are to accept them, which makes the promotion effect of repeated advertisements greatly reduced.

Lack of innovative advertising can damage product image and corporate image.

The strength of advertising expression reflects the vitality of enterprises and the pros and cons of products from one aspect.

When the new products of famous international enterprises are listed, they always have to match the exquisite advertising works.

Repeated advertising, which is almost impossible, can easily distort customers' opinions on products and enterprises. In particular, constant duplication of advertising pictures over a long period of time will inevitably make consumers feel that products and enterprises lack innovation, thereby reducing the expectation of products and causing customers to shift their consumption orientation.

The communication of repeated ads is poor, and the manufacturer's self - centered idea is the most unrelating.

Modern marketers should pay attention to communication with consumers and pform the traditional marketing concept of "pay attention to consumers" into the modern marketing philosophy of "please pay attention to consumers".

We should study and respect the needs of consumers and pay more attention to their feelings.

Only good communication can really arouse the audience's sympathy and win the recognition and acceptance of the audience.

Repeated advertising has obvious strong posture and wishful thinking, and it can not turn a blind eye to consumers' likes and dislikes, feelings and needs.

No matter how large the intensity of such advertising is, it is impossible to have lasting attraction and vitality.

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It is not difficult to see that the negativity of repeated advertisements overshadowed the cumulative character. It has become the shackles of enterprises to launch new products and the obstacles for the audience to establish product preferences and brand loyalty.

Can repeat advertising get out of the misunderstanding and achieve innovation?

Four, where is the way to repeat advertisements?

As long as we carefully examine the advertising market in China, it is easy to see that the era of repeated advertisements has suddenly passed.

With the increasing level of advertising design and production in China, new advertisements with more personality and charm have springing up.

Both experts and general audiences are willing to appreciate creative advertising works.

In fact, the classic advertisement which is pleasing to the eye is not only strong artistry, but also has extraordinary sales power.

"Farmer mountain spring" mineral water and "farmer orchard" fruit and vegetable drinks have created one after another sales miracle by means of popular advertising slogans and differentiated advertising strategies.

By contrast, the influence of repeated advertising under modern marketing conditions has been declining, and in any case, it is impossible to create a myth like melatonin, because consumers' dependence on advertisements has been greatly reduced, and will not be easily controlled by them, nor will they be as resigned as they used to be.

Even if advertisers still choose to repeat advertisements, they must make innovations and breakthroughs.

First, we should follow the principle of moderation.

It is not allowed to repeat the monotonous and monotonous advertisements over a long period of time, unscrupulous and unscrupulous. It is advisable for each broadcast period to be controlled within 6 months.

The contents and pictures of advertisements should be updated in time to keep pace with the upgrading of products.

Secondly, we should reasonably grasp the scope of application of repeated advertisements.

Compared with brand-name brand products, repeat advertising is more suitable for the use of products or brands of general enterprises, which helps to enhance its popularity and is easy for the audience to remember.

Why do we seldom see repeated advertisements of international famous enterprises? The reason is that they are already famous and do not need to do so.

In the early stage of product launch, repeated advertising is good for new products to enter the market quickly. Once the product is growing and maturing, repeated advertisements will be left to the elaborate advertisement.

In addition, in order to increase the advertising effect, we can reduce the number of repetitions per round to reduce the sense of fatigue and psychological repulsion of the audience.

The repetition of three rounds per round can be reduced to two times, and the repetition of the same voice can be changed into repetition of different sounds, turning the single picture into a variety of pictures.

The advertisement of "Beijing bone hospital" is worth learning from advertisers.

Although some innovations can be made to repeat advertisements, they can not change their fatal inert influence. Although repeated advertisements have their positive effects under certain conditions, their functions are extremely limited. Advertisers should carefully use this form of advertising and select the most expressive advertising works according to their brand and product needs, so that they will be appreciative and practical.