What qualities should a good advertisement have?
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Some people say that doing advertising is like being a person. This is true. An excellent advertisement does have some excellent qualities just like an excellent person. ——Excellent people are easily recognized by others, and similarly, excellent advertisements are easily accepted by consumers around them. So what excellent qualities does an excellent advertisement possess? 1. Marketing Positioning It can be said that almost no one of us doubts the fundamental pursuit of advertising (commercial advertising) creation. However, the creation of advertising requires creative guidance. Whether it is the image positioning of image advertising or the product positioning of product advertising, this has always been the first basic thing to be considered before the creation of excellent advertising. 2. Clear demand. Products are created to meet demand. However, many consumers are not very clear about their own needs (not that they have no needs). Some consumers even need guidance and instruction. An excellent advertisement always has a clear demand and is able to guide and strengthen the demand. 3. Benefit Commitment We have never been against claims and slogans in advertisements, but as an excellent advertisement, we have never been in favor of only claims and slogans. In the words of David Ogilvy, "Promising consumers a unique and competitive benefit point is extremely powerful", but at the same time you have to ensure that "your product must have the benefit point you promised." 4. Enterprises or products that lack brand image are not necessarily bad products, especially those with non-existent, inaccurate and unfocused image positioning and image expression, which can easily affect consumers' consumption cognition, consumer trust and consumer loyalty. 5. Creative ideas: The value of creativity lies in its expression, and the core and source of an advertisement often comes down to an exquisite and compact creative idea. It can be said that a good idea has always been the soul of an advertisement. ——Advertisements exist to a large extent because of the soul of creativity, which enables them to achieve heart-to-heart interaction and communication with consumers. 6. The value of original innovation lies in being unconventional and in making breakthroughs. Imitation and copying may not necessarily fail in the blank areas of communication cognition, but they will rarely succeed in terms of overall and future communication. We describe chewing a steamed bun that has been chewed by others as tasteless. Similarly, the advertisements with the same faces that fill consumers' eyes are not a feast worth enjoying. |
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