Promotion Advertising Promotes Sales And Vitality.

According to the goal of advertising, we can divide advertisements into

Advertising (or image advertising), product advertising and promotion advertising three categories.

Brand advertising takes brand as the center, and the goal is to establish brand image so as to contribute to long-term sales and generate long-term profits. Product advertising and promotion advertising are mainly centered on products, and the goal is to guide consumers to purchase products and generate profits in a specific period.

Many enterprises are spending money on these three kinds of advertisements every day, or putting them alone or combining them.

However, there are certain differences in the effectiveness of these three advertisements, advertising creativity, advertising appeals, and the choice of media. Therefore, enterprises need to be treated differently when they operate.

Now the brand advertising and products are being used by enterprises.

The degree of attention is relatively high, but many enterprises do not put promotional advertisements in an important position. We often see whether it is in the newspaper, shop door POP version, or on the advertising leaflets that people often haunt the subway entrance, "promotional tickets," winter gift packages, "good manners trio", "buy one get one" and other promotional advertisements are everywhere.

However, when people's eyes shift quickly, or the publicity list is thrown into the trash can quickly, it means that the advertiser's investment has wasted a lot.

Therefore, how to ensure that the promotional advertisements are not submerged in the ocean of advertisements has become a problem that advertisers need to think about.

In fact, promotional advertising is not.

The concern is not that sales promotion is not attractive, but because sales promotion itself lacks persuasiveness and attractiveness, and does not express clearly the core interests of promotional activities.

Therefore, promotional advertising also needs careful design and creativity.

The key lies not in what to say, but in how to say it.

Generally speaking, consumer acceptance

The mode of information is: attention - interest - Desire - action - satisfaction.

Attention, interest and desire are all activities in the consumer brain market, and consumers are increasingly trying to find the foothold of their hobbies, interests and aesthetic values in the tide of commodities. Therefore, it is very important to pform the more complicated and boring promotional information into the excitement of consumers.

A clothing brand once used three stores' stores POP to make three different advertising core demands for its clothing promotion activities, so as to compare the effects of different promotional advertising expressions: 1. price concessions 50%; 2. buy one get one, 3. discount.

A month later, the clothing company found that sales of second promotional advertising stores were 40% higher than that of the other two stores.

It can be seen that consumers prefer "covet cheap", so people always have a lot of doubts about price concessions and discounts. With price concessions and discounts, consumers can not enjoy the "super value" enjoyment. Consumers will be skeptical about the quality of products, and even think about whether they are losing money because of their business.

But for the second stores, consumers feel the benefits that businesses bring to consumers.

Lenovo computer once made an old user.

Activities are mainly aimed at the early users of Lenovo desktop computers. If you want to update the Lenovo computer in your home, you can enjoy 500 yuan cash discount if you buy the Lenovo invoice, warranty card and other vouchers, and buy Lenovo desktop computers of Lenovo, "Tianrui 5030" and "Tianlin 5222" when you buy them from Lenovo stores or shopping arcade stores. The latest two models of Lenovo computers are also available.

In computer city, Lenovo's promotional advertising content is "search for people's notice" - Lenovo 1+1 old users: like speed.

"You, who is changing the new computer", has attracted a lot of consumers' attention, which not only achieves the promotional effect of promotional activities, but also spreads the new product information of Lenovo.

Pay attention to the "single appeal" effect of brand synchronization.

Nowadays, a lot of enterprises often separate the promotion advertisement from the brand advertisement of the enterprise, and do not form an organic unified system in style. Because many enterprises believe that the promotion advertisement is a short-term behavior, so they do not pay too much attention. This idea and practice is wrong.

The study found that consumers' understanding of brand often comes from some moments in their contact with brands or products, and consumers' cognition is made up of several key moments. These fragments do not represent the essence of brand and product, but represent the key to people's impression of brand and product.

Therefore, promotional advertising, as an advertising activity related to the brand and product of a company, needs to pay special attention to the psychological feelings it may bring to consumers. For example, "unified" promotion advertisements of Orangeate are all related to "beauty", which fully combines the characteristics of brand positioning and target consumers, and improves the visibility and reputation of products in the main consumer groups, and eliminates the obstacles of terminal consumption and recognition.

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The comparison between the two major telecom operators China Mobile and China Unicom's promotional advertising shows that China Mobile's recent promotional advertising in the newspaper is "global storage and return calls", using standard colors and characters that are consistent with the company's logo, and has the prominent logo of "global communication". The prominent central advertising slogan in the middle is "one head saves one return", "pre store 600 returns to 300". In the lower left corner of the advertisement, there is a matching request of "new business needs better network" and "China Mobile communication, mobile communication experts". The logo of the customer service hotline 1860 is located in the lower right corner, which makes consumers feel the impression of China Mobile brand after watching the promotion advertisement. We can take the country.

The same is a newspaper's 1/4 layout. Unicom's advertising campaign for "Ruyi 133" is full of all kinds of mobile phones and marked different prices, and has joined many new businesses such as "Unicom unlimited" and so on. It does not use Unicom logo and any core announcement.

In a study of consumer promotional advertising results, consumers found that the impression of mobile promotional advertising was "professional" and "trustworthy". The impression of Unicom's promotional advertising was "chaos" and "price reduction".

Therefore, the two operators in the promotion of advertising to the spread of the audience, so that consumers have formed a different impression of the two operators brand.

For enterprises, the misunderstanding of promotion advertisements is that it is easy to make promotional advertisements "promotion is just a price reduction to promote sales", and can not be associated with brands. However, such negative effects will affect the brand in turn. Whether it is a price reduction, a discount or a live show, a unified message must be delivered at the same time. This information is closely related to the core value of the brand. Therefore, the promotion advertisement also needs to adopt the "single appeal" effect that is synchronized with the brand.

Simple creativity is exquisite.

According to statistics, every natural person has direct and indirect advertising messages up to hundreds of per day. As the quality of modern advertising varies, including a large number of enterprises, excessive, false propaganda, and advertising has a certain invasion of people's living space, often intentionally or unintentionally destroys the increasingly narrow space of people's leisure, which makes people feel disgusted with many advertisements.

At this time, people began to pay attention to some simple and easy advertising content.

Let's take a closer look at some promotional leaflets, such as "Carrefour" sent to each household's promotional advertisements, and we can see that there are catalogues, photos and prices of specific products. This is actually a kind of "experience" mentality of consumers, that is, consumers can not perceive the quality of products from specific products, and can not find the benefits brought by promotional activities. Many housewives, because of their illustrations and promotional advertisements, will also take advertising brochures to Carrefour to find corresponding products, thus saving consumers' purchase time.

A typical example is IKEA home. IKEA relies on its promotional product handbook to target consumers. It also brings a large number of buyers. Its promotional advertising is even more wonderful, not only putting the real photos of the product in promotional advertisements, but also introducing some humanized elements in promotional advertisements, such as the introduction of pillows, and adding small knowledge of "how you want to sleep", so that consumers can acquire a large amount of information in a short time, resulting in a desire to buy.