Definition explanation: Advertising is an activity that uses diverse media, such as television, newspapers, the Internet, outdoor billboards, etc. to disseminate specific information to the general public. It covers a wide range of areas, including the promotion and promotion of various products (such as daily necessities, electronic products, automobiles, etc.) and services (such as financial services, tourism services, catering services, etc.), and also involves non-commercial areas, such as public welfare organizations. Dissemination of concepts such as environmental protection and charity. It is not just a simple message, but also a carefully planned communication method that aims to attract the attention of the audience and prompt them to produce specific reactions, such as purchasing products, supporting a certain cause, etc.

Essential analysis: fundamentally speaking, the essence of advertising is to build a bridge between products and consumers. On the one hand, it deeply explores the inner needs of consumers, whether it is practical needs at the material level or emotional needs at the spiritual level, and strives to accurately grasp them. For example, in modern fast-paced life, consumers have a strong demand for a convenient lifestyle, so takeaway service advertisements firmly grasp this point, highlighting their fast delivery speed and rich and diverse dishes, to meet consumers' time-saving , the need to enjoy a variety of food. On the other hand, advertising clearly presents the value of products or services to consumers, including the functional value, emotional value and social value of the product, thereby achieving business goals such as corporate profit and brand building, while also allowing consumers to Gain a sense of satisfaction in the process of purchasing and using products and achieve a win-win situation between both parties.

Significance to enterprises: In the fiercely competitive commercial market, advertising is an indispensable marketing tool for enterprises. For newly established companies or newly launched products, advertising can increase its popularity in a short period of time and allow more potential customers to understand the existence of the product. For example, when a brand new smart wearable device entered the market, it quickly attracted consumers through large-scale advertising, including online social media advertising, technology website advertising, and offline electronic product store promotion, etc. The vision lays the foundation for the product to open up the market. For companies that already have a certain degree of popularity, advertising is the key to maintaining market position and consolidating brand image. Like Coca-Cola, although it is already a world-renowned brand, it still strengthens its brand's position in the hearts of consumers through continuous advertising and maintains its market share of products.

Value to consumers: In the era of information explosion, consumers face a large number of product and service choices, and advertising has become an important channel for them to obtain information. Through advertising, consumers can quickly understand the characteristics, functions, prices and other information of different products, thus saving a lot of time and energy for screening and comparing products. For example, if a consumer wants to buy a new mobile phone, by browsing advertisements from major mobile phone brands, he can intuitively understand the differences in different brands of mobile phones in terms of photo pixels, battery life, processor performance, etc., and then according to himself to make more appropriate purchase decisions with the needs and budget.

Sales promotion: One of the direct goals of advertising is to drive sales growth of products or services. Through attractive advertising content, such as highlighting the unique selling points of the product, displaying the product's usage effect, emphasizing limited-time discount activities, etc., consumers' desire to buy and encourage them to take actual purchasing actions. For example, during the e-commerce shopping festival, major merchants launched promotional advertisements such as large discounts and discounts, and at the same time, they cooperated with exquisite product display and vivid product introduction to attract consumers to place orders and purchases during the event, thereby achieving sales Significant improvement.

Brand building: In the long run, advertising plays a crucial role in brand building. Through continuous and consistent advertising, companies can convey the brand's values, image and personality to consumers, and gradually establish a unique brand image in the hearts of consumers. For example, Apple's advertising has always emphasized the innovative design, excellent performance and simplicity of its products, as well as the pursuit of the integration of technology and humanities. These advertising not only gave consumers a deep understanding of Apple's products, but also made them more powerful. Consumers agree with the innovative and high-end image represented by the Apple brand, thus cultivating consumers' loyalty to the Apple brand.

Target Audience Determination: Accurately defining the target audience targeted by the ad is the key first step to success. This requires in-depth analysis of multiple characteristics of the audience, including age, gender, occupation, income level, interests and hobbies. Taking age as an example, advertisements for teenagers will pay more attention to fashion, trend and personalized elements in content and form. For example, the joint limited edition sports shoes launched by some sports brands have been designed through cooperation with well-known trendy brands or celebrities. Products with unique styles and highlight their fashion sense and scarcity in advertising, attracting the attention of teenagers. Advertising for the elderly focuses more on the practicality, safety and health care of the products. For example, advertising for elderly health products will emphasize the benefits of the products to the health of the elderly, as well as the convenience and safety of use.

Market segmentation strategy: Market segmentation is the process of dividing the entire market into multiple segments according to different characteristics and needs. Each segment has a unique demand and behavioral model, and companies can formulate personalized advertising strategies for different segments. For example, in the cosmetics market, it can be segmented into oily skin, dry skin, neutral skin and sensitive skin based on skin type. For consumers with oily skin, cosmetic advertisements will emphasize the oil control and refreshing characteristics of the product; for consumers with sensitive skin, it will highlight the gentle and non-irritating formula of the product, so as to meet the specific needs of consumers in different market segments.

Product Advantage Presentation: The advantage of clearly and accurately presenting a product or service in advertising is the core of attracting consumers. Product advantages can be reflected in many aspects, such as excellent performance, reasonable price, and convenient use methods. For example, a new electric vehicle will highlight its performance advantages such as its long range, fast charging speed and advanced autonomous driving technology in advertising, allowing consumers to understand the convenience and advanced nature of the product in terms of travel. . At the same time, for some cost-effective products, advertising will focus on their price advantages, such as "same quality, lower prices", to attract consumers who pay attention to cost-effectiveness.

Solving consumer problems: Deeply understanding the problems and pain points faced by consumers in their lives, and emphasizing in advertising that products or services can effectively solve these problems is an important principle of advertising creation. For example, in response to the common cervical pain problems among office workers, an advertisement for a cervical massager will introduce the massage functions and effects of the product in detail, such as multiple massage modes, precise acupoint massage, etc., so that consumers believe that the product can relieve them. cervical discomfort, resulting in a willingness to buy.

Concise information: In advertising creation, the principle of simplicity should be followed to avoid excessive complexity and lengthy information. When consumers are exposed to advertisements, they often do not have enough time and patience to carefully read or listen to detailed information, so advertisements need to convey core content in a short period of time. For example, some well-known brands’ advertising slogans, such as Nike’s “Just Do It”, concisely and powerfully conveys the brand’s spirit of encouraging people to act bravely and pursue themselves, allowing consumers to quickly understand and remember.

Clear expression: The language expression of the advertisement should be easy to understand and clear in logic to ensure that consumers can accurately understand the intention of the advertisement. Avoid using too professional, uncommon vocabulary or complex sentence structures to avoid causing obstacles to consumers' understanding. For example, in drug advertisements, the efficacy and usage methods of the drug will be described in simple and clear language, such as "take it three times a day, one pill at a time, which can relieve headache symptoms", allowing consumers to clearly understand the product how to use and expected effects.

Unique creative source: The inspiration for advertising creativity can come from all aspects of life, including details in daily life, different cultural elements, current social hot spots, etc. Getting inspiration from life can make advertising closer to consumers' lives and resonate with them. For example, a certain brand of laundry detergent advertisement takes cleaning of clothing stains in family life as the entry point, and allows consumers to easily remove various stubborn stains by displaying the product's process of easily removing various stubborn stains. At the same time, cultural elements are also an important source of advertising creativity. For example, some brands incorporate traditional Chinese festival elements into their advertising, such as the Spring Festival and Mid-Autumn Festival, showing a strong cultural atmosphere and attracting consumers' attention. In addition, advertising combined with social hot topics, such as environmental protection, charity, etc., can arouse emotional resonance among consumers and enhance the brand's social image.

Creative expression: In order to enhance the attractiveness and appeal of advertising, diverse creative expressions need to be adopted. Story narration is a common and effective way to tell a vivid and interesting story, cleverly integrate the product or service into it, allowing consumers to feel the value of the product in the story. For example, an advertisement for a car brand tells the story of a family driving the brand's car on a road trip, showing the comfort performance and powerful power of the car during the journey, making consumers yearn for products. Humorous and witty expressions can make the advertisement more interesting and attract consumers' attention. For example, some fast food brands’ advertisements allow consumers to remember the brand in laughter through humorous plots and funny lines. Emotional resonance is also an important method of advertising creativity. By arousing consumers' emotional needs, such as family, friendship, love, etc., consumers can emotionally identify with the product. For example, the advertisement of a jewelry brand is based on love, showing romantic stories between couples, allowing consumers to emotionally connect with the brand.

Traditional media: Traditional advertising media still occupies an important position in advertising communication. Newspaper advertising is highly regional and targeted, and is suitable for local companies to promote marketing. For example, local restaurants, supermarkets, etc. can attract the attention of surrounding consumers by publishing advertisements in local newspapers. The advantages of newspaper advertising are that it has a large amount of information and high credibility, and consumers can carefully read the advertising content according to their needs. Magazine advertising is highly professional and targeted, and different types of magazines attract readers with different interests and hobbies. For example, fashion magazines are suitable for fashion brands to advertise, and car magazines are an ideal advertising platform for car brands. TV advertising has a wide range of dissemination and great influence. It can vividly display products or services through various elements such as sound, images and dynamic pictures. For example, new product launches at large companies often choose to advertise on TV to attract a wider consumer base. Broadcast advertising has the characteristics of fast communication speed and low cost, and is suitable for advertising within a specific period of time. For example, advertising of automobile-related products in traffic broadcasts can accurately reach the car owners.

New media platform: With the development of Internet technology, new media platforms have become an important channel for advertising. Social media platforms such as WeChat, Weibo, Douyin, etc. have a huge user base and powerful interactive functions. Ads can be accurately pushed based on user interests, behaviors and other data to improve the advertising delivery effect. For example, on Douyin, users often browse fitness-related content, and the platform will push related advertisements such as fitness equipment, sports clothing, etc. Online video platforms such as iQiyi, Tencent Video, etc. have various advertising forms, including pre-video patch advertisements, embedded advertisements in the drama, etc. Search engine advertisements such as Baidu Search Promotion. When users enter relevant keywords, the advertisements will appear on the search result page, which has high accuracy. For example, when a user searches for "Travel Guide", the travel company's advertisements may appear in the search results to attract users to click to understand.

Testing method: In order to ensure the effectiveness of advertising, scientific testing methods are needed. A/B testing is a common method, that is, two or more different versions of ads (such as different ad copy, pictures, videos, etc.) are delivered to different target audiences at the same time, and then compare the performance metrics of different versions of ads. , such as click-through rate, conversion rate, exposure, etc. For example, two different advertising copy of a product are placed on social media platforms in different regions, and observe which copy has a higher click-through rate. User surveys are also an important testing method. Through questionnaires, focus group discussions, etc., consumers can collect feedback on advertisements, understand their preferences, understanding of advertisements, and their willingness to purchase products. For example, after the advertisement is placed, consumers' evaluations and suggestions on advertising content, creativity, product information, etc. are collected through online questionnaires.

Optimization strategy: Perform targeted optimization of advertisements based on test results. If you find that a version of an ad has a low click-through rate, you may need to optimize the title, image, or copywriting of the ad to make it more attractive. For example, modify the ad title to be more suspenseful or emotionally resonant, and replace the more eye-catching picture. If the conversion rate is not high, you may need to adjust the ad's guided purchase method, such as optimizing the location, color of the purchase button, or providing more attractive promotions. In addition, the ad delivery time and delivery channel can be adjusted according to the test results, and the ad delivery time and channel with higher activity and better performance can be selected to serve in time periods with higher target audiences to improve the overall effect of the ad.

Physiological and safety needs: Consumers’ physiological needs are the most basic needs, including the needs for food, water, shelter, sleep, etc. Advertising emphasizes the practicality and functionality of the product in meeting consumers' physiological needs. For example, food advertising will highlight the nutritional content and delicious taste of the product. For example, milk advertising promotes it is rich in nutrients such as calcium and protein, which can help you with good health. Safety needs include personal safety, property safety, health safety, etc. Security product advertising will emphasize the safety and reliability of the product. For example, smart door lock advertising promotes that it has a variety of anti-theft functions to ensure the safety of family property. In terms of health and safety, drug and health products advertising will emphasize the preventive and therapeutic effects of products on diseases and the maintenance of physical health.

Social and respect needs: Social needs refer to consumers’ needs for belonging, friendship, love, etc. In terms of meeting social needs, advertising emphasizes that products or services can help consumers build and maintain good interpersonal relationships. For example, social software advertising highlights its convenient communication features and rich social interaction methods, allowing users to easily stay in touch with friends and family and make new friends. Respect needs include self-esteem, gaining respect and recognition from others, etc. Luxury advertising can satisfy consumers' respect needs well. By displaying the high quality of products, unique design and high-end image of the brand, consumers can gain the envy and respect of others when using these products and reflect their identity. status.

Self-realization needs: Self-realization needs are consumers' needs to pursue personal growth and realize their ideals and values. When advertising meets this need, it emphasizes that products or services can help consumers achieve self-improvement and personal development. For example, education and training advertising will promote its courses to improve individual knowledge, skills, professional qualities, and help consumers achieve professional promotion and personal growth. Sports brand advertising will also convey a positive attitude towards life, encouraging consumers to challenge themselves, surpass themselves, and realize their self-worth through sports.

Cognitive stage: At this stage, the main task of advertising is to let consumers know the existence of products or services. Through a wide range of advertising communication channels, such as TV advertising, online advertising, outdoor advertising, etc., product information is conveyed to the target audience. For example, a newly launched smart watch allows consumers to understand the basic information of the product, including brand, function, appearance, etc. by publishing advertisements on major technology media and social media platforms, holding new product launch conferences, etc., thus Leave a preliminary impression in the minds of consumers.

Interest stage: When consumers have a preliminary understanding of the product, advertising needs to further stimulate their interest. This requires highlighting the unique advantages and value of the product and attracting consumers' attention through creative advertising content and expressions. For example, in the advertisement of smart watches, its unique health monitoring functions are displayed, such as real-time heart rate monitoring, sleep monitoring, etc., as well as personalized dial design and rich applications, allowing consumers to have a desire to understand the product further.

Decision-making stage: After consumers become interested, advertisements should provide sufficient reasons and conveniences to encourage them to make purchase decisions. This can be achieved by emphasizing product discount activities, after-sales service guarantee, user praise, etc. For example, smart watch advertising can enjoy limited-time discounts, free accessories, and one-year warranty service, while displaying other users’ praise and user experience, making consumers feel that buying the product is a wise choice.

Emotional factors: Emotion plays an important role in consumers’ purchasing decisions. Advertising arouses emotional resonance among consumers and makes them feel good and recognize the product. For example, family advertisements can often touch the softest part of consumers' hearts. For example, a certain brand of washing machine advertisements show the scene of mother working hard for her family, and the convenience brought by washing machines to mothers, allowing consumers to emotionally and brand Generate connections, thereby increasing favorability for the product. The use of emotional elements such as happiness, warmth, and touching can allow consumers to have a positive emotional experience when watching advertisements and then become interested in the product.

Herd Psychology: Consumers have a common herd psychology, that is, they tend to follow the behaviors and choices of most people. Advertising uses this psychology to show the popularity of the product and a wide user base, making consumers feel that buying the product is the right choice. For example, advertising uses slogans such as "leading sales" and "very popular among consumers", or displays scenes where a large number of users purchase and use products, such as a beverage advertisement showing many young people drinking the beverage at a party, thus prompting Other consumers follow the trend to buy.

Authority and reputation: Consumers often trust the certification of authoritative institutions and the reputation of other users more. In advertising, authoritative certifications, such as testing reports from professional institutions, industry awards, etc., can increase the credibility of the product. For example, a skin care product advertisement shows that it has been recommended and recognized by professional dermatologists, giving consumers more confidence in the quality and effectiveness of the product. At the same time, user reputation is also an important factor affecting consumer decision-making. The advertisement shows the user's praise and the comparison effect before and after use, etc. For example, a weight loss product advertisement shows the user's successful weight loss cases and real praise after using the product, which can attract more Consumers purchase.

Case introduction: Taking Coca-Cola's "Nickname Bottle" advertisement as an example, Coca-Cola has printed various popular nicknames on the bottle, such as "academic master", "goddess", "little fresh meat", etc. These nicknames cover the popular vocabulary and identity tags among young people today, and are extremely contemporary and personalized.

Analysis of success factors: First, the advertisement accurately targets the young consumer group and deeply understands their psychological needs for pursuing personality and desire to be recognized. By printing personalized nicknames on the bottle, young consumers can find labels that match their identities when buying and drinking Coca-Cola, which meets their self-expression and social needs. Secondly, the advertising creativity is unique and novel, which has triggered widespread social communication. After consumers buy Coca-Cola with their favorite nickname, they can't help sharing on social media, forming a word-of-mouth communication effect and further expanding the brand's influence. In addition, the ad cleverly utilizes emotional resonance, allowing consumers to develop a sense of intimacy and belonging when they see their nickname printed on the bottle, thereby enhancing their love and loyalty to the Coca-Cola brand, ultimately achieving The sales volume of products has increased significantly.

Case Review: A brand once launched an advertisement, which contained some inappropriate cultural elements and inappropriate expressions, which aroused controversy and dissatisfaction among the public. After the advertisement was broadcast, it was criticized and boycotted by a large number of consumers, causing serious damage to the brand image. I originally hoped to increase brand awareness and product sales through this advertisement, but the result was counterproductive. It not only caused a decline in product sales, but also caused the brand's reputation in the hearts of consumers to plummet, and it took a lot of time and resources to repair the brand image in the future.

Summary of the reasons for failure: First, the ad has a serious mistake in its positioning, and does not fully consider the cultural background, values ​​and emotional needs of the target audience. The improper cultural elements involved in advertising may offend specific cultural groups, neglecting cultural diversity and sensitivity, resulting in the inability to establish positive connections with the target audience, which in turn triggers negative emotions. Secondly, there are loopholes in the planning and review of advertising content, and there is no strict control over advertising copywriting, pictures, etc., and the problems existing in it were not discovered in a timely manner. Furthermore, there is a lack of sufficient market research and risk assessment before advertising, and no social responses that may be triggered by advertising are expected, and there is insufficient estimate of potential risks. This series of mistakes not only failed to achieve the expected results, but instead brought huge crisis to the brand, and sounded the alarm for other brands to create and place the advertising process.