What is the deepest realm of advertising design

In the survival of the start-up enterprises, advertising is mainly to quickly pull sales, complete the original accumulation;

For the survival of the enterprise and the development of the enterprise, the sales role of advertising is often weakened, and the role of the establishment of the brand image has been strengthened;

Individual companies have the vision to be able to not affect the sales power of the advertisement at the same time taking into account the construction of the brand image, so that the long term to support the sales of products at high prices and large-scale, so that business continues to grow. The individual company that has the vision is able to build a brand image without compromising the selling power of advertising, thus enabling long-term support of high prices and large-scale product sales, and sustained growth of the company's business.

An in-depth study of consumer psychology and advertising planning methods reveals that domestic advertising (including foreign enterprises, the same below) is divided into three realms of planning, respectively, for the innate weaknesses of human nature, acquired characteristics, and both.

In the current era when everyone is talking about branding, I hope that this article will clarify people's understanding of consumer insight and the role of advertising, and give them a deeper understanding of advertising planning, so that they can make more suitable and effective advertisements to help companies grow healthily.　　

There are three realms of advertising planning:

The first realm: the devil

The second realm: the angel

The third realm: the devil and the angel

Domestic small businesses and large dealers of advertising, most of which belongs to the first realm;

Most of the foreign companies and a small portion of the domestic large enterprises, most of the advertising belongs to the second realm;

Advertisements of individual enterprises (only one foreign enterprise has been found so far) belong to the third realm.　　

The first realm: the devil

Devil characteristics: insight into the ugly nature of mankind and entangled

Advertising planning directly targeting the weaknesses of human nature, the latter includes fear, superstition, follow the crowd, jealousy, comparison, greed, desire for unproductive, once-and-for-all, overnight riches miracle, etc., are all the most basic level of human nature of the **** nature. These human weaknesses and geographical, ethnic, professional, income, age and other factors have no direct correlation, but closely related to social experience and knowledge structure. Once the advertising plan caters to these human weaknesses and triggers ****sing, it can generate infinite power.　　

Operation code:

In recent years, in the pharmaceutical and health care products industry popular seven chain approach (intimidation, concept, functional commitment, authority certification, expert certification, consumer testimonials, discounts) mode of operation is to target human weaknesses of the "Devil's" advertising.

The use of intimidation to stimulate a sense of fear, the use of concepts, authoritative institutions and authoritative experts to make people superstitious, consumer testimonies to stimulate the herd mentality, the use of "guaranteed good", "cure", "never come back! "The company's products and services have been widely recognized by the public as being of high quality, and the company's products and services have been widely recognized by the public as being of high quality, and the company's products and services have been highly regarded by the public as being of high quality.

Mass placement is another guarantee of success, each commercial spot should be long enough, and the overall daily broadcast time should also be long enough, the well-capitalized hit satellite TV, less capital to hit the local and municipal TV stations, in short, to achieve the greatest sound, entangled.

The devil has often proved to be a great success.　　

Typical cases:

(a) TV shopping. Turn on the TV and take a look at it, a long time repeatedly looped, the film is full of intimidation, exaggeration and persuasion, "call in within 30 minutes, you can also get a ...... worth 498 yuan a piece".

The TV shopping ads have been very effective, as evidenced by the fact that Business Link cell phones shipped 30,000 units a month in 2006, with annual sales of a single product exceeding a billion dollars.

(2) The Tianping Heavenly Kingdom Uprising. 1843, Hong Xiuquan, in the context of the intensification of social conflicts at the time, developed a "worship of God", not only to create a "son of God" concept for themselves, but also to use Christianity to conduct the Discount ......

As a result, Hong Xiuquan led the Taiping Heavenly Kingdom Peasant Uprising, which lasted 20 years and spanned 18 provinces, and was the peak of the development of peasant wars in Chinese history. Putting aside the problems of bankruptcy at a later stage due to values and cultural visions as well as mismanagement, Hong Xiuquan achieved unprecedented success purely in terms of advertising planning.　　

The Devil's Rules

The Devil's Advertising Planner must master at least three rules:

1. The cycle of verifying promises is relatively long

2. Promises can't be easily verified

3. Promises can stand up to verification

Hong Xiuquan's promises created his early entrepreneurial success because of the relatively long cycle of verification.

OTC and health care products because the verification cycle is relatively short, excessive commitment can not withstand the verification, so the loss of public trust, resulting in the current "do not advertise is waiting for death, advertising is looking for death" situation.