Advertising Lacks Originality, How To Create Excellent Creative Advertisements

< p > nowadays, advertising, especially film and television advertising, lacks quality products, many of which are derived from "subjective thinking + inspiration". The process of "creativity" is the imagination of everyone in the "brainstorming" of Shanghai's broad sky, and then "collide" with "sparks". It is regrettable that the premise of conceiving creativity without considering creativity is based on subjective cognition, which is the naive practice of advertising strategy, which is now making the huge advertising costs of enterprises drain. < /p >
< p > some people say that advertising creativity is "dancing in chains". It is true to think about it. This is just like war, tactics must be subordinated to strategy. After taking the task, the creative people should first formulate the advertising strategy, and then design the specific way of advertising according to the guidance of strategy, that is to say, "wearing a yoke to lock and dance". According to the author's point of view, the "shackles" of the rack on the neck of advertising should include four items: product characteristics, product life cycle, target group characteristics and competitive advertising strategy. The following is a general example of film and television advertising, one by one. < /p >
< p > first, according to the relevant research, with the difference of product characteristics, the way consumers deal with advertising information is also very different. In the process of advertising strategy, we need to find out the combination point of the two, in order to guide, restrict and test the specific expression of advertising creativity. The author introduces a method of product classification based on product characteristics -- "FCB grid (coordinate system)" (the research result of FCB advertising company in the United States). In this coordinate system, we take "the level of consumer participation" as the vertical axis, and take the "positive thinking product as the emotional product" as the horizontal axis (the "emotional type" as the horizontal axis, and the "thinking type" as the negative direction of the horizontal axis), and the product categories are located in four quadrant different positions. < /p >
< p > in the high participation thinking quadrant, represented by products such as drugs, computers and economic cars, the consumers have higher risks and uncertainties when purchasing decisions. They have higher motivation and ability to deal with advertising information. They usually take the initiative to collect materials, analyze and conclude them, and eventually form a rational understanding of products. At this time, product advertisements need to analyze the characteristics of products and provide convincing and logical explanation of consumers' interests. Now some domestic car manufacturers frequently show their business philosophy and brand image in advertisements. The effect is not good. I don't know. In fact, we can find that high-end cars like Audi A6 and Buick are very concerned about the promotion of performance advantages. < /p >
< p > the evaluation standard of consumers for luxury cars and economic cars is quite different. In luxury cars, consumers want symbols of status and status brought by excellent performance, while for economic cars, consumers want to see real product configurations with their own eyes. They want practical functions instead of swollen faces and fat ones. Recently, there was an advertisement to arouse and utilize father and son love, and to sell air conditioners through the emotional identification of consumers, claiming that "a home with a love, but a home of love", but imagine that when "son" went to the shop to buy air-conditioning for his father, it would probably be attracted by other brands such as "low noise" or "electricity saving" and so on. Anyway, buying air conditioners for "father" did not express "love". So it's hard to sell air conditioners with warmth. < /p >
< p > in the low participation thinking quadrant, with toothpaste, sanitary napkins and other product categories as representatives, when purchasing such products, the risk and benefits of consumers are very low. When they see advertisements, they do not usually understand the products based on the information, but are the first attempt to take actions, first buy products to try them out, and then form or change the attitude towards products according to the effect of trial. According to this unusual behavior, advertising appeals should focus on one or two interest points of the product, exaggerate them enough to stimulate the degree of trial purchase, and use a simple solution to the problem mode without considering the loveliness of the advertisement itself. Today's advertising companies are very good at this area. There are many excellent advertisements, such as Colgate and Crest toothpaste, which prevent tooth decay. < /p >