What is the primary factor that produces advertising effect?

What is the primary factor that produces advertising effect?

What is the primary factor that produces advertising effect? Many times, no matter how well a product is made, there is no way to sell it without traffic, so advertising is very important, but the advertising effect is affected by many factors. So what is the primary factor that produces advertising effect?

What is the primary factor that produces advertising effect? 1 the first point: unique creativity is the best way to kill others' eyes and thinking, but it is not easy to achieve; To do this, we must not take the usual path, and the sword will find another way.

The second point: perfect layout, if there is no extraordinary creativity, it is not difficult to make an advertisement successful, and the perfect layout sometimes even exceeds creativity;

The third point: there is a case where you can win by bringing a warm and lively picture without creativity and layout.

It is because their pictures are harmonious and warm enough to give you a life-like atmosphere and a subtle enjoyment.

Advertising language daquan

1, everything! -jiaozi store advertisement.

2, safety has its own set. condom

3, true love interaction! -FM network

4, love life, love Fang La! -Fang La

5, on rainy days, chocolate and music are more suitable! -Dove chocolate

6. "Xi Shi Yan" with a long charm! -Hangzhou Xishi Banquet Food

7. Good flour will bring you good luck. —— Beijing Guqiao Flour

8, Yipin Huangshan sky is high and the clouds are light. -Yipin Huangshan Mountain

9. I am, I am, I am a vegetarian. -Hysmans Women's Network

10, everything is under control. -Ericsson

What is the primary factor that produces advertising effect? 2 What is advertising?

Literally speaking, advertising means "advertising widely".

Since mankind entered the commodity economy society, advertising was born with the exchange of commodities. At first, the exchange of goods began on the floor. In order to attract customers, the owner of the goods wrote down the name, function, efficacy, price and other information of his goods on a piece of paper, even if it was a commodity advertisement.

The quack travels all over the country with a banner in his hand, which reads "Saihuatuo". This is an advertisement; The fortune teller holds a flag that says "Living Immortal", and walking in the street is an advertisement. It is also an advertisement for a little girl in rags wearing a straw hat to sell herself.

There are artists, carrying long benches on their shoulders, walking all over the street, shouting "sharpen scissors and chop kitchen knives!" " "This is also an advertisement; The "milkshake" in front of hotels and inns in the streets is also an advertisement.

The "commodity information" published in modern newspapers and magazines is advertising; The radio station plays "Good News ……" around the clock, which is an advertisement; Color signboards, giant billboards, light boxes, neon lights, spotlights and billboards on high-rise buildings are all advertisements.

Multimedia video programs broadcast by TV stations are the most eye-catching advertisements; The text, pictures, animations and video pages displayed on the Internet are the advertisements with the widest coverage, the longest action time and the most economical and efficient.

With the development of society and the update of high-tech means, the forms of advertising are varied and numerous, so it is really difficult to give an accurate concept of "advertising".

According to the induction of Advertising Management, it is summarized and standardized that "advertising" is the work of advertisers to sell products, services or concepts to the target market by persuasion in order to obtain controllable non-individual communication forms.

What is the primary factor that produces advertising effect? What are the related factors that affect advertising?

1, advertising strategy factor

Advertising strategy is the grasp of advertising decision-making at the macro level, and it is a long-term overall plan based on the overall situation after careful investigation and research. John philip and Jones, famous British advertisers, once compared strategy: "Strategy is like a platform built on a swimming pool.

It should be firmly built at one end of the deep pool of the swimming pool, so as to provide the best conditions for divers to dive beautifully safely. Scientific and creative. Advertising strategy is the key to the success of advertising communication and the success of the whole market strategy.

In the middle and late 1990s, most famous CCTV champions were like meteors. A very important reason is that the advertising strategies of these enterprises have problems, and they often make decisions based on feelings or experience.

Some international brands, such as Coca-Cola and Unilever, have clear advertising strategies in China market. For example, during the Spring Festival in 2000, Coca-Cola played an advertising image rich in China traditional culture. Through the scenes of Alfred brothers and sisters welcoming the New Year, people felt the real traditional culture of China.

2. Market positioning factors

The essence of market positioning is to distinguish this enterprise from other enterprises, so that customers can feel and know this difference, thus leaving a special impression in customers' minds. Advertising communication activities strengthen customers' impression of products by positioning themes.

Due to the serious homogenization of similar products in the modern market, the brand differences are also narrowing, and the amount of information in the media is increasing sharply, making it more and more difficult for advertisements to establish a unique and clear brand image. Consumers tend to give priority to those brands with clear positioning.

According to the positioning theory, consumers have a mental model of "mental ladder". Consumers always have a priority brand sequence when buying a certain category or a certain characteristic of goods. In general, they always give priority to the brand at the top of the ladder. Max Sutherland, an Australian advertiser, called it "agenda sequencing".

Therefore, before the marketing of enterprise products, we must first make clear our own positioning, which is the basis of effective advertising.

3, advertising media selection factors

Advertising media is the material carrier and intermediary of advertising information dissemination. Modern advertising media presents a trend of diversification and fragmentation, and the audience differentiation is obvious. In addition to the traditional four major media and networks, more outdoor media and mobile media have been developed.

In recent years, with the increasing popularity of mobile phones and the arrival of 3G era, mobile phones have become a new advertising media. In the era of single media, advertisers have fewer choices and media decisions are relatively simple.

The diversification of the media and the diversion of the audience, on the one hand, bring more choices to advertisers, but also increase the difficulty of advertising media decision-making. The characteristics and media combination strategies of each media have been analyzed in detail in the previous chapter on advertising media, so I won't repeat them here.

4, advertising creativity and performance factors

The creativity and performance of advertising directly affect the effect of advertising. The core of modern advertising lies in creativity, and its charm also lies in creativity. According to the characteristics of advertising products, it is the basic task of advertising creativity to create advertising works with artistic taste and touching plot.

Creativity not only directly determines the taste of advertising activities and the resulting market appeal, but also indirectly affects the shaping of corporate image. William bernbach, a famous American advertising master, called creativity the soul of advertising. He emphasized that advertising creativity should be "relevant, original and shocking" in order to leave a deep impression on people.

David ogilvy emphasized that a good idea should attract consumers' attention to the product, and even sell the product without attracting the audience's attention. Therefore, the creativity and performance of advertising will directly affect the advertising effect.

5. Integrate communication factors.

Don Schultz, an American marketing scientist who put forward the theory of integrated marketing communication, believes that it is very important to send an integrated single message to consumers, distributors or retailers in a chaotic and complicated market environment. Only through comprehensive integration can the information be conveyed to the target audience consistently, and the application of integrated communication can improve the communication effect of advertisements.

There is a huge amount of information in the modern market, and the situation of information interference is becoming more and more serious. It is difficult for enterprises to achieve ideal results only through single communication.

Therefore, we should make full use of various communication tools, such as public relations, event marketing, promotional activities, CI, packaging, new media and so on. , the best combination, give full play to the overall effect, so that consumers in different occasions, in different ways to access to the same theme of information.

In 2005, Mengniu carried out integrated marketing communication activities through Hunan Satellite TV's Super Girl program, and achieved very good results.