1000 Business Lessons Every Businessman Must Know

Chapter 24 Promotion Decision: It is an important part of marketing activities (1)
[-]. Advertising
190. Factors in choosing an advertising campaign

Advertising is a means of business promotion, an indispensable tool for brand building, and the most effective and direct method in product sales.Therefore, for better development, enterprises will always choose to advertise in various forms.The factors for choosing an advertisement can be summed up as follows:

1. Influence

The degree of influence refers to the degree to which the advertisement attracts the advertising object and the way through which the influence is produced, such as personality, concept, concept, color, specification, style and so on.For example, if advertisers want to attract consumers through color and style, they can consider using media such as TV, movies, newspapers, and magazines.

2. Frequency
Frequency refers to how many times the advertisement information is repeated before the advertiser will be prompted to take the purchase behavior.If the advertiser needs repeated reminders and persuasion in a short period of time, it is better to choose the two media of TV and newspapers, and magazines are not suitable.

3. Coverage

Coverage is how many advertising objects there are.If the advertising product is a mass consumer and there are many advertising objects, you should consider choosing TV media; if the product is an industrial product with a specific purpose, and the customer is more targeted, then it is more appropriate to choose a professional newspaper.

4. Duration
Duration refers to how long the campaign needs to last.If you want to carry out short-term, strong advertising, then TV is better; if the situation is opposite, you can consider media such as newspapers and periodicals.

5. Habits of advertising audience

For example, most people like to listen to the radio in the morning, at noon or while doing housework. At this time, radio advertisements can be used to introduce daily necessities and new product information.Another example is the advertisement of travel services, which can use the telephone directory as the medium.For another example, for some medicines and foods, people are accustomed to knowing the ingredients, efficacy and usage of the product from the packaging, and the advertisement can be launched in combination with the packaging.In short, people's habits of using media will also affect the choice of media.

6. Advertising costs
The choice of which media to advertise also depends on the store's advertising budget and ability to pay.Generally speaking, the use of national newspapers, local evening newspapers and TV media will result in higher advertising costs.This is more suitable for nationwide chain stores.Single store operators, whose influence is limited to a certain area, should choose local media, which is not only low-cost, but also targeted.

191. Choose a different advertising medium

The method of advertising media selection varies from company to company. Here are three commonly used methods:

1. Horizontal spending method

Using this method to select media ads, the media cost for each advertising campaign is similar.The characteristic of its advertising dissemination information is that it only plays the role of "reminder and attention".Most of these product advertisements belong to the daily necessities that people often buy, and some products are bought occasionally (such as headache medicine, summer medicine, TV set, washing machine).The method of using media to advertise is: when and where people may make a purchase, they will use the media to release advertising information at a specific time and within a certain range.Using the horizontal expenditure method to select media for advertising, most of them use advertising media such as window displays, street signs, posters, newspapers and broadcasting.

2. More first and then less

This method of choosing to use the media, as it literally means, first invests more advertising media costs, rents or selects venues or boards for advertising, and launches advertising campaigns with great fanfare within a period of time.When the product or service enjoys a certain reputation in the market, gradually reduce the expenditure in this area.This approach is suitable for launching new goods or services.Choose more media first and then less. Be sure to do a good job in advertising planning before implementing the advertising budget, and avoid abusing media to advertise blindly.

3. Snowball progressive reinforcement

Using this method to choose media for advertising is tentative at the beginning. First, use several media that are easy to approach to purchase customers in a small market, and gradually advertise the characteristics of the product to seek cognition.After finding out the consumption needs and characteristics of different levels of the market, gradually expand the scope of influence of advertising media, and gradually increase the number of media used.This method has a wide range of applications. Using this method to select media is also conducive to adapting to the situation and carrying out advertising activities steadily for those industrial and commercial enterprises or advertisers who are not sure about the state of market demand and development trends.

The above three strategies are widely used in commercial advertisements. Which one to choose should be considered comprehensively based on the characteristics of the company’s products, the determined goals, market conditions, and operating capabilities. The three strategies can be used interspersed.

192. Specific purpose of advertising planning

According to the content of the question, the specific purposes of advertising planning are as follows:

(1) Break into the majority of families, especially housewives, because they are the main purchasers in the family;
(2) Concentrate advertising on urban areas, where finished food sales have historically been greater and new ideas are generally more receptive;
(3) To ensure the continuity of advertising and the consistency of impressions throughout the year, it is only necessary to strengthen the promotion in terms of broadcast time;

(4) Disseminate the advertising content across the country, making it directly related to the sales of food stores;
(5) The promotional media used should be able to strengthen the strategic position of the advertisement, and should be able to emphatically emphasize that the product is easy to use, easy to make, delicious and economical;
(6) Achieve the highest publicity frequency to meet the needs of publicity content and advertising planning.

In order to achieve these purposes, the advertisement should be made as attractive as possible.

193. How to Create Unique Advertising Ideas
Although people's motivations differ somewhat from each other, there are some that are common to most people.The following are the "eight desires" of people proposed by psychologist and advertising writer Malvin (Hartwick):
(1) eating and drinking;
(2) ease;
(3) Freedom from fear and danger;

(4) superior to others;
(5) To please the opposite sex;
(6) Seeking welfare for relatives;
(7) social approval;
(8) Longevity.

The items listed above are useful as a frame of reference.But we must not use them as a guide for identifying people's specific motivations in our advertising campaigns.

To effectively improve product quality and give your consumers a reason to buy, your product must have a "unique selling idea."The creative used in an ad must convey three things:
(1) Inform the customer that he will receive special benefits by purchasing your product.

(2) Make a suggestion to the consumer that a competitor cannot offer.

(3) Provide consumers with a suggestion so important that it will draw consumers of competitors' products to your product.

A unique selling idea is something that the writer of the ad text puts into the ad that isn't quite the same as what the consumer comes up with.

194. Write a catchy ad headline

Creativity tends to be most effective when the main benefit of the product is stated in the headline.It can also be used as the subject of advertisements.

(1) Revealing the theme of the advertisement is the main task of writing the title, that is to say, the title should reflect the theme.

(2) When writing the title of the advertisement, it should be straight to the point and the finishing touch.Although the title has only a few words, it should use the finishing touch to give people rich associations and deep artistic conception.These ads tend to have a higher read rate than untitled ads.

(3) The language should be lively and creative, but the words should be appropriate, and don't copy them mechanically, and don't make mysteries out of wrong questions.

(4) The title should not be too long, it is better to keep it within a few words.Some people think that the title of more than a few words, the reader's memory will be reduced by 50%.

(5) The title with the most sales force is what benefits it promises to the reader.Therefore, in the title, it is necessary to answer the questions that potential customers care about as much as possible.

(6) Treat title and picture as a whole.It is necessary to use pictures to match the title, and to use the title to match the picture.It is necessary to strive to serve as a foil and foil between the two to enhance the overall advertising effect.

(7) The title that can provide people with the latest information is the title that is most likely to attract people's attention.The so-called new information refers to the addition of news-like information in the title of the advertisement, such as the launch of new products, the launch of a new fashion produced by a certain company, where a certain product is on sale, etc., all of which have the nature of new information.According to people in the American advertising industry: "Advertising titles with information tend to be remembered by 22% more people."

(8) The font of the title should be different from that of the subtitle and the main text.Generally speaking, it is advisable to use large fonts.Each title can be used repeatedly or only once.

(9) The position of the title is arranged in an eye-catching and prominent position.The title does not have to be a complete sentence, it can be half a sentence or one or two words.Do not use classical Chinese, let alone function words. It is best not to use the words "zhi, hu, zhe, ye", which are catchy and easy to remember.

In short, the whole title writing should start from attracting readers' attention, generating interest, and prompting buyers to leave a good impression.

195. Formulate an overall advertising plan
Some bosses think that overall advertising planning is a topic for large companies, and small and medium-sized companies don't need planning at all.They often arrange advertisements only when sales are not good, contact the media in a hurry, rush to make advertisements overnight, and publish them immediately.

As for the psychological acceptance of the target audience, the buying habits and motivations of consumers, whether the last advertisement is consistent with this one, and how creative the next advertisement will be, they rarely consider it.In this way, advertising purely for the sake of advertising has caused many companies to fall into a passive situation controlled by the market.Often the advertisements are done, the goods are sold out, but the sales of the products are not good. In the end, they have no choice but to sell their own products at a low price and take major actions to reduce prices.

It is hard to imagine that a company without an overall advertising plan can find a general idea throughout the entire advertising operation, establish a complete and good corporate image and brand image in the minds of consumers, and distinguish product knowledge from competitors well.

Advertising is a long-term accumulation of bits and pieces. The more thorough the plan, the more thorough the research, the more sufficient the basis, and the stronger the logic, the better the overall effect of the advertisement and the far-reaching influence it will have on consumers.Advertising plans are generally limited to one year, and should not be easily modified after the plan is formulated.The plan should only be modified or suspended when there are mistakes in advertising positioning, deviations in target audience, or when the expected effect cannot be achieved after a period of advertising implementation.

196. Advertisements require distinctive features
As the degree of product homogeneity is getting higher and higher, it is even more difficult to find distinctive advertising appeals.Many large companies have struggled with this.In the past few years, popular appeals often include: "No. 1 in production and sales in the country", "winning a gold medal", "China's famous and high-quality products", "No. 9000 in quality evaluation", "the first to pass the ISO[-] certification in the industry", etc. Consumers are disgusted.Some small and medium-sized enterprises are limited by their own strength and do not even have such opportunities.

Advertisers should have a full understanding of the product, a deep grasp of the psychological characteristics of the target audience, and a detailed understanding of the advertising appeal of competitors, and then dig out their thinking, and give full play to their genius-like creativity. The characteristics of the advertisement they create will be A life that grows with products and fashion.There is an interesting ad appeal in the food and beverage department of a hotel. Its title is: "What dish can bounce one meter high when hit on the ground?"

197. How to choose an advertising agency

First of all, before choosing an advertising company, Chuang should clarify two issues: one is to choose the company that matches him; the other is to clarify whether to be a partial agency or a comprehensive agency.After clarifying these two questions, the following ten methods can help you refer to them:
(1) Hire an advertising manager who knows the advertising world well to help you choose.

(2) How about the development status of the advertising company?Generally speaking, if the turnover of an advertising company does not exceed 3 million yuan after 800 years, and the turnover does not exceed 5 million yuan after 2000 years, there must be problems that seriously affect the development of the company. Such an advertising company should be selected carefully.

(3) Check whether the advertising company can provide a full range of services in addition to media selection.

(4) Inquire about the customers that the advertising company has served by telephone to understand their mutual cooperation.It is also necessary to know whether the advertising company also provides services for competitors other than customers.

(5) Visit the advertising company in person to see if the company's advertising personnel are energetic and passionate.In particular, find out whether the advertising company has files of some major clients it has served, and whether it has relevant information about the client's competitors.

(6) How many start-up employees does the advertising company have?If there is no or very little, it means that there may be a loss of personnel due to company management problems.

(7) Deliberately say some obviously wrong words in front of the other supervisor, to see if he has the courage to raise objections, and observe from their introductions and conversations whether they have exaggerated promises.

(8) Invite the top executives of the advertising agency to have fun together, let them open the conversation, and see if they can keep the existing clients secret.

(9) Before the cooperation, the advertising company should come up with a complete planning plan for the client.Through this set of plans to see the strength of the advertising company.

(10) Feel whether the relationship between the two parties is tacit and coordinated.

In addition, we should pay attention not to adopt the company's own advertising, and only invite bids when you think about it. This will make the winning advertising company invest its elites in several design drafts due to time constraints, and cannot understand the new corporate strategy. grasp.

198. Use Advertising Techniques Magically

Advertisement warfare is a psychological warfare, and attacking the heart is the first; advertising warfare is an idea warfare, and those who use strategies skillfully win; advertising warfare is a news warfare, and those who are good at creating sensational effects win.

1. Affectionate, warm and charming

With the development of the economy and the change of consumer psychology, the society has gradually entered the "emotional consumption era", and the consumption pattern has shifted from focusing on material consumption to pursuing spiritual pleasure and satisfaction.If corporate advertisements can properly use emotional factors to create a warm and charming advertising environment, they will be able to achieve good advertising effects with emotional people.When a gray-haired old man was about to cross the road, but no one would stop to give way to the heavy traffic, the American Ford company launched the slogan "Everyone Has Time to Get Old", which inspired the audience to care about the elderly. Resonate and establish a good corporate image for Ford.

2. Bright colors, novelty wins

Color is a "silent salesman". Different colors have different personalities, which will arouse people's different subjective feelings.Red is exciting, blue is open and serene, yellow is cheerful and bright, black is solemn and solemn, purple is elegant and luxurious, green symbolizes youth, orange gives warmth, white oozes coolness and so on.Correctly choose the color positioning of advertisements, and design product advertisements with distinctive color personality to be novel and successful.The "Olis Blue Noble" cosmetics produced in Shanghai are popular at home and abroad with its unique color advertisements, and become one of the first choice cosmetics for modern women.

3. Reverse thinking, winning by surprise

Applying reverse thinking to advertising techniques, and adopting an advertising method that takes retreat as an advance or even runs counter to it, can break the traditional advertising thinking pattern and win by surprise.According to legend, in ancient my country, there were two hotels facing each other, and they were evenly matched for a long time.One day, a boss posted an advertisement: "This store has a credit guarantee, and the wine sold is completely good, never watered!" Another posted: "Our store has always advocated honesty, and all the wines sold are 10% watered. If you don’t want to mix old wine with water, please explain in advance, but getting drunk has nothing to do with this restaurant!” As a result, there are not many "watered hotels" but there are many "watered hotels".

4. Cleverly set up suspense and focus on attacking the heart

Turn on the TV, open newspapers and magazines, and there are overwhelming advertisements everywhere. What kind of advertisements can attract viewers and readers?Some clever entrepreneurs have incorporated psychological techniques into advertisements to create psychological suspense and lure viewers and readers into the maze.

5. Celebrity effect, clever use

Celebrities have always been the center of public opinion, and they are "high-quality raw materials" for making news. Once a very common item is favored by a celebrity, it can be worth a hundred times. This is the celebrity halo effect. Celebrities have a great influence in society. leadership and influence.

6. Give it away for free, play hard to get
Today, with the escalation of corporate advertising wars, some companies have found another way to go beyond the media and adopt the form of advertising for free products.Give the product to consumers for free, and try to obtain "preconceived ideas", so that consumers can accept themselves emotionally first.Sino-French joint venture Shanghai Danone Milk Yogurt Co., Ltd. presented 10 bottles of Danone-flavored products to the public at the beginning of its establishment.This clever move of Danone won the goodwill of Shanghai citizens and soon opened up the market in Shanghai.

[-]. Personal selling
199. Personal selling is a two-way communication

Personal selling is a two-way communication.Personal selling is usually a face-to-face transaction negotiation with customers. It has the characteristics of sufficient communication, flexible service methods, strong adaptability, great flexibility, obvious effects, but high sales costs.Even in the modern age of increasingly advanced means of communication, personal selling still has an irreplaceable role compared with other promotional methods.Its role is mainly manifested in the following aspects.

1. Seeking customers
Consolidating old customers, attracting new customers, and constantly discovering potential needs and markets is one of the most frequent tasks of personal selling.To this end, the salesperson must first study the information related to the demand, such as market research information, relevant information provided by middlemen, etc., so as to clarify and understand their target customers, and provide corresponding services to meet their needs.

2. Deliver information

(End of this chapter)