Factors affecting advertising effect

Factors that affect the advertising effect, now many businesses will ask advertising companies to design advertisements to promote their products, and there are many ways to advertise, but the final effect will be affected by many factors, so what are the factors that affect the advertising effect?

Factors affecting advertising effectiveness 1 The quality of advertising design directly affects the advertising effectiveness. The design of print advertising works, as a work showing the theme of publicity, is a whole, which consists of advertising creativity, advertising theme, advertising artistic conception, advertising copy, advertising pictures, advertising background and other elements, so I start with these elements and analyze their influence on advertising effect.

1, advertising creativity

If modern advertising wants to improve the visibility and reputation of corporate brands in the complicated information market environment, so that consumers can never forget the advertisements that pass by, and even fall in love with the products at first sight, under the real premise, in addition to improving the production of advertising pictures, the focus of advertising appeals is how to express them, that is to say, advertising creativity is the key to the success or failure of an advertisement.

The key to creativity lies in the word "creation", that is, originality.

Only the creativity and novel expression techniques that others have never used can attract the attention of the audience, produce extraordinary effective persuasion, leave a deep impression on people and achieve the purpose of advertising communication. Therefore, if the creativity is not new or strange, there is no way to attract the attention of the public, and there is no good advertising effect.

2. Advertising theme

In advertising works, the theme is used to express product image, brand image, promotion content and public-private relationship, which is a high generalization and abstraction of these contents and affects the innovation of other elements in advertising works. Other elements of advertising works, such as copywriting, pictures, background, etc., all serve the advertising theme.

Theme is the central idea of advertising, the basic concept to be expounded in order to achieve a certain purpose, the core and soul of advertising, and plays an important role in improving the advertising effect.

If advertising planners and designers don't understand the goals of the enterprise, the individual characteristics of the products, and the needs of the market and consumers, then the advertising theme will inevitably be untrue and unreliable, thus failing to achieve the expected advertising effect and affecting the image of the enterprise.

3. Advertising artistic conception

In the design of advertising works, only by designing concrete, vivid and in line with the theme of publicity can advertisements attract the public and induce them to have consumption motives. Art advertising can create a rich atmosphere, so that the public can stay in such an atmosphere, as if entering a new situation, from which they can enjoy the beautiful scenery and accept the influence of beauty.

In the process of artistic conception generation of print advertisements, there must also be emotional injection to realize the blending of scenes.

Blending of scenes produces artistic conception, but artistic conception does not mean blending of scenes. Today, with all kinds of new things and new ideas emerging one after another, the artistic conception types of print advertisements have become diversified, and many new art forms have emerged. The rational use of various art forms is particularly important. If used improperly, it will not only fail to promote, but will affect the overall effect of advertising.

4. Advertising copy

Advertising copy has two meanings:

First, the words written for the product to impress consumers' hearts and even open consumers' wallets;

The second type is a worker who specializes in creating advertising copywriting, referred to as copywriting. Advertising copy consists of title, subtitle, advertising text and advertising slogan.

It is a literal expression of advertising content. In advertising design, copywriting is as important as graphics, graphics have early influence, and advertising copywriting has a deep influence.

The writing of advertising copy requires strong applied writing ability. At present, there are broad and narrow definitions in the advertising industry. Advertising copy in a broad sense refers to the whole advertising work, including not only the language part, but also the pictures and other parts. In a narrow sense, advertising copy only refers to the language part of advertising works.

If advertising artistic conception is the conceptual and hazy outline of commodity image and brand image, then advertising copy is the language expression of commodity image and brand image, which can symbolize the advertising theme and outline artistic conception.

In advertising planning, we should choose the appropriate font, layout and layout according to the content characteristics of advertising copy and the psychology of accepting the public. At the same time, we should be accurate, standardized and point out the theme; Concise and clear; Vivid and creative; Beautiful and smooth, catchy and easy to remember;

5. Advertising pictures

Advertising pictures are one of the most intuitive components in advertising works. With the combination of lines and colors, they form commodity images, human images, animal images, sports images and background images, which directly affect the public's visual system. They have distinctive features and strong appeal, and are indispensable factors in advertising works.

Beauty image, baby image and animal image are commonly used symbols in advertising design.

Advertising pictures, whether advertising photography or advertising drawing, are designed to make the pictures better achieve the required publicity effect, make people shine at the moment, and then achieve the purpose of publicity.

In order to enhance the publicity effect of advertising pictures, we must pay attention to the following four points in the design process of advertising pictures: the theme is prominent; Vivid image; Scene fusion; Illustrated with pictures and texts.

In a word, the design of advertising pictures is to pursue elegant taste, adopt artistic techniques, carefully design and arrange, and enhance the publicity effect of advertisements.

6. Advertising background

Advertising background mainly refers to the background scenery or background color selected to meet the needs of publicity. Although the advertising background is a foil factor, it is also of great significance to express the advertising theme and attract public attention. Pictures play an important role, so we should pay attention to this when designing advertisements, so as not to affect the expected effect of advertisements.

7. Font

The design of advertising text is an important part of the design of advertising works, especially in text advertising, the design of text occupies an important position, and the design of text and the creation of pictures are often a whole. The design of advertising text should make full use of fluent and concise language and unique modeling to give advertising visual beauty.

When designing fonts, we should fully consider the characteristics of industries and commodities, pay attention to the structure and performance characteristics of fonts, and at the same time simplify, deform, leave blank, draw pictures, reorganize or exaggerate fonts with the help of symbols and meanings, so as to make their layout combination, make the picture feel stronger and set off the aesthetic feeling of advertisements.

8. color

In the design of advertising works, color can best express the characteristics of commodity image and corporate image, and has strong expressive force.

The design of advertising color is not a simple artistic color, but emphasizes the unity of visual effect and promotion effect.

The following principles should be followed in the specific operation: highlighting the enterprise style and commodity characteristics, and directly expressing the enterprise culture content such as the industry characteristics, business purpose and service policy of the enterprise with colors and tones; Create color differences and show the unique personality of the enterprise in the form of characteristic tones;

It caters to the needs of mass color psychology and emphasizes the emotional and symbolic significance of color. Strive to optimize the advertising effect.

(B), social and environmental factors

The social factors that affect the advertising effect include politics, economy, culture, group concept, attitude and so on. This requires advertising works and advertising activities to adapt to specific social, political, economic and cultural conditions. If this factor is violated, the advertising effect will become nonsense.

The topic that is difficult for the host country to talk about must not be listed as the performance theme of advertising creativity, but the topic that the host country likes to talk about should be the theme design direction of advertising creativity.

For example, in Japan, it is appropriate to talk about history, culture and art, but it is not easy to talk about the Second World War. In addition, pictures and images should be used properly, which will directly violate public culture and even cause public protests; Writing is an important part of advertising works, with distinctive national and regional characteristics.

Due to the differences in history, politics, economy, culture, lifestyle, religion, politics, hobbies and aesthetic tastes of a country or a nation, the meanings of words are also very different. Only when advertisers fully realize this difference will they not make common-sense mistakes and make people laugh.

(C), media factors

Advertising is always spread through various advertising media, so choosing the right media will affect the communication effect of advertising to a certain extent. This involves not only the choice of media, but also the timing of advertising.

Traditional print advertising media includes: newspapers, magazines, direct mail, leaflets, POP (point of sale advertisement), DM, posters, outdoor billboards, clips, X-shaped racks, stair blocks, photo albums, KT boards, X-shaped racks and Yi Labao;

Emerging print advertising media includes: body advertisements, hot air balloon advertisements and light boxes;

There are also printed advertisements on the sellers' gifts, such as calendars, ashtrays and key chains. , most of which are LOGO.

All kinds of print advertising media have their own characteristics, such as the advantages of magazine communication:

Long timeliness, magazines can be read repeatedly for a long time, and have retained value for a considerable period of time, thus expanding and deepening the communication effect of advertisements to a certain extent;

Targeted, each magazine has its own specific readership, and communicators can formulate communication strategies in the face of clear targets, so as to "suit the right medicine";

Exquisite printing and strong expressive force. The weakness of the magazine:

The publishing cycle is long, and the publishing cycle of magazines is mostly more than one month.

Therefore, advertising information with strong immediate effect should not be published in magazine media; 2, the momentum is small, and the magazine media can't cause overwhelming publicity effect like newspapers and television; 3. limited understanding. Like newspapers, magazines are not as vivid, vivid, intuitive and colloquial as radio and television, especially among readers with low educational level, and their communication effect is limited.

Therefore, when choosing the media for print advertising, we must understand the characteristics of our products and the advantages and disadvantages of this media, so that advertising can play its due role.

When the media is determined, then it is necessary to choose the timing of advertising, that is, when and how long the advertising campaign can achieve the maximum publicity effect. For example, if you choose outdoor kanban as a medium, then you must choose a certain location, especially where there is a large flow of people.

At the same time, we should also pay attention to the timeliness of advertising, such as seasonal timing. Many goods have obvious seasonality, which must be taken into account when advertising. For example, advertisements for electric fans or air conditioners in late autumn can only increase the popularity of products at best.

(D), advertising audience factors

There are a large number of potential consumers in the advertising audience, and their cognition and understanding are limited by psychological, cultural and material factors. Nowadays, more and more information is sent by the mass media, and the introverted explosive force aiming at the recipients is increasingly strengthened.

At the same time, the "filtering system" of receiving objects has become more complex and more and more difficult to penetrate. Therefore, information dissemination should first attract the attention of the recipients, and then select information according to the needs of the recipients.

Only by "adapting to local conditions" and "analyzing specific problems" can we firmly grasp consumers and let them buy goods willingly.

(E) Market factors

The market economy system determines the high competitiveness of the market. Products are updated quickly, and all kinds of new tricks emerge one after another. This increases the difficulty of enterprise management, so the advertising strategy of enterprises should not be static, but should be updated at any time to adapt to new trends and changes.

Factors affecting advertising effectiveness 2 There are often two key factors affecting advertising effectiveness: one is creativity, and the other is media input. The relationship between them is multiplication, not addition.

The creative influence range can be negative 100 to positive 100. The effect of advertising is that the better the creativity, the more money invested and the more positive effects. If you don't handle your ideas well, it will be negative and even disastrous to invest more money.

If there is a good idea, but the idea is not released, it is zero effect.

Although creativity is very important, the real problem is that there are not many good advertisements and bad advertisements, which are the two ends of creativity, and most advertisements are ordinary advertisements. Since it is ordinary, your creativity is ordinary, and your competitors' creativity is also ordinary, then who can decide whose advertising effect is greater?

The answer is the media, which is a real problem.

The media itself is a part of information, which is a famous saying in the field of mass communication. However, many customers never pay attention to the definition of media. Every media has its own style, its own positioning, and its own image, not by quantity.

As long as we can accurately grasp the qualitative part, it is another opportunity to grasp success.

The most important thing in advertising is how to get it right. First, don't just care about quantity, but about creativity. Creativity is the key, which is the most worthwhile place to invest. Besides, without much media, the best advertisements are still effective.

First of all, consider whether the media you use matches your image. In the application of media, we should also pay attention to the image of the media itself.

What matters is not how much money you spend on advertising, but how you communicate more accurately and loudly than your competitors, so as to be more competitive in communication.

The factors that affect the advertising effect are 3 1, and the advertising strategy factors.

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 in order 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 marketing 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.