April 7, 2011
advertising planning, common sense Tai n City: Xintai City, Taishan District Daiyue District fat city Ningyang Dongping County, Rizhao City,: Donggang Arashiyama district Wulian County Juxian Laiwu City : Knight City Gangcheng Linyi City: Lanshan District Luozhuang District Yinan County Tancheng County Yishui County Cangshan Junan County, Feixian pingyi County Mengyin Linshu advertising concept advertising design concept of the evolution of advertising comes from the Latin Advertere attention and guide the first advertising in the English word comes from the Bible. 1450 Gutenberg invented the printing press, the British began to print Bibles, 1655, the British publishers reference to the term advertising in the Bible (Advertising) signs, in 1660, as a general term of the commercial promotion. In 1890, the Western society the definition of advertising generally: ? Advertising is news about the goods or services. (To inform the role, similar means of communication and news coverage.) 1919 paper selling, A. Marshall: Hangzhou ad design, advertising of constructive advertising and struggle, the struggle by the general corporate advertising in order to make their products, regardless of people need it or not, do everything possible to allow consumers to purchase this ad wasteful . Constructive advertising is to provide a convenient method for both buyers and sellers when there is a demand for goods, potentially great purchasing power, there is no use, the advertising of new products is necessary to use various means to publicize, this ad is that people want constructive ads. 1932, “Advertising Age” is defined as: paid by the advertisers, the public performance of individuals, goods, labor or exercise through printed, written, oral or picture message, in order to achieve impact and contributed to sales, use, voting or endorsement purposes. In 1948, the definition of the American Marketing Association, 1968, be modified. The greatest impact. Advertising is the presentation and promotion of non-staff payments by advertisers for a confirmation of their ideas, goods or services made in any way. Marketing and advertising design (sample design, packaging design, book design, vi design, website design, logo design, logo design) advertising the position in the marketing system marketing mix tool to sell: with one or more may purchase face-to-face contact in order to achieve the combination of the main tools of sales marketing direct marketing: mail telephone and other non-contact tool to communicate with or solicit the sales of the main tools for a specific customer and potential customer response to marketing mix to promote: to encourage the purchase or sale of goods and labor short-term to stimulate a combination of marketing tools of public relations: persuasion by an institution in order to gain public understanding and assistance activities, in the convince activities, through various means of communication to express their wishes and sincerity, and constantly be amended in order to achieve ongoing dialogue relations. Dezhou: Germany the city leling City Yucheng City, Linyi County, Lingxian Ningjin Qingyun Qihe County Plain County Xiajin Wu County Liaocheng: Dongchangfu Linqing City, Yanggu County Shenxian Chiping County East Gaotang A county Guan County, Binzhou City: Bincheng Huimin Wudi County, Yangxin County Zhanhua Boxing County, Heze City, Zouping County: Mudan District, the Caoxian single county Chengwu Juye County, Yuncheng Juancheng set Tao County Dongming advertising how to understand the modern advertising advertising planning marketing activities with product, price, channel matching promotional tool. Strong tonic effect of staff handling sales of the scope of influence targeted marketing in the sales to promote strong weak public relations strength of weak advertising in strong how to understand the concept of modern advertising in Zhengzhou City, Henan Province: Central Plains District twenty-seven District, block Huiji District Gongyi City Xingyang Xinmi Xinzheng City Zhongmou County, Dengfeng City, Kaifeng City: Longting District along the river Yuwang alloy District the Qixian Tongxu County Weishi County Lankao County advertising in the city Jinshui dissemination activities through the media to communicate with consumers. 1, there must be advertisers. With the difference. 2 paid. Pay. 3, non-staff. With the spread of the media, the purpose of sales promotion. Not directly relating to the sale. But in the end to sales and marketing. 5, ad content, goods, brand and corporate information. 6, the ads must use a certain communication skills. What is Advertising Advertising is an important part of marketing campaigns, advertisers pay to use the media information about the goods, brand and corporate, by strengthening the dissemination of the formation of the cognitive shaping the facts, to achieve the purpose of sales promotion. Classification of common advertising of Ad: brand advertising (Brandadvertising,) ad The main purpose is to sell products, including goods and services, its chief selling point was the establishment of long-term brand image and brand style. The classifieds (Directoryadvertising): direct marketing advertising: (Directresponseadvertising) to stimulate the direct and immediate purchases. The advertising industry (the B-to-Badvertising) PSAs; (Publicserviceadvertising), pass the useful public social values ??and goals. Political advertising: (Politicaladvertising) according to target market: the consumer advertising industry, advertising regional: local advertising International advertising according to the media: mass media advertising, outdoor advertising mail advertising online advertising according to the classification of advertising purposes: products and non-product advertising, business and non- commercial advertising operations and perceived advertising advertising advertising effect is gradually weakened, companies are adjusting advertising promotion expenses in proportion, the centuries advertising is facing unprecedented challenges. Advertising concept is too closely associated with the mode of transmission of the age of mass communication, the connotation of the contemporary advertising communication activities have been fundamentally changed. The advertising concept covers these connotations. After the ads we place emphasis on the changes faced by the advertising, stressed beyond advertising, but also stressed the continuity and inheritance, to advocate an open exploration. Future advertising information era is the era of highly intensive information. Lowering the threshold for the dissemination of information find it easier to spread demand more strongly, and the dissemination of information is increasingly difficult advertising industry should be repositioned according to this change: dissemination of expert integrated marketing communication development trends of the contemporary advertising an advertiser complaints – - “I know half of my advertising is wasted. problem is I do not know which half!”-JohnWannamaker, 1950 Why should the IMC? Increase in the cost and effectiveness of integrated marketing communication background parity products and homogeneity of the products to increase the mass media to decline in the cost of database marketing to decline in the prevalence of a marketing communications agency mergers and acquisitions, and relationship marketing in the 21st century the key is to build brand equity development and interdependence between the customer and meet each other. Because the customer rather than product, is the lifeblood of business. . Relationship Marketing: between enterprises and customers and other stakeholders who establish, maintain and consolidate a long-term relationship, thus achieving the mutual exchange of information and other value. The loss of the importance of stakeholders: employees, opinion leaders, shareholders, financial community and press relations the price of the old customers: lost customers to fight for the price of new customers lifetime value of the enterprise: towards the cost of a new customer five to eight times the cost of maintenance of old customers loyal customer value: 90% of the manufacturer profit comes from repeat customers, only 10% of fragmented customer. Integrated marketing communication integrated marketing communication relationship marketing protection can be achieved. Business or brand through the development and coordination of strategic communications activities, through a variety of media or other means of contact with employees, customers, the interests of stakeholders and the general public to build a constructive relationship to the establishment and strengthening of mutually beneficial relations between them process. 2, the increase in the cost and effect of the mass media dropped message decline in the credibility of the media and the audience more segments lost in the jungle of complex media: -3595 TV channels (compare: -3500 a newspaper in 2000) Radio in the United States -2049 copies of magazines -8149 example: Chinese TV audience sketch a population of 1.3 billion, 1.094 billion TV audience (TV signal coverage area has a TV family): 75.9% -8.3 million rural audiences 24.1% -2.64 million urban audience every day 19:00-21:00 60% of families to boot, about 656 million people (at other times only 10% of about 100 million audience) audience and cultural level: 25% of primary or no formal education, 34.5% junior high school 28.5% high school and 12% university example: Chinese TV audience sketch every day watch an average of 180 minutes of television every day to replace the 100-200 channel audience to almost nothing, or concentrated look at one or two programs began non-stop to replace the channel audience attention is highly fragmented 45-50 years in years of watching TV the highest proportion with age, decreasing to both sides of the low proportion of young people watch; from the level of education, highly educated people due to a busy career immersed in their work, watch TV less; from the industry point of view , scientific and technical services, real estate, most people who do not have time to watch TV, health, sports, culture, arts, education and industry people who watch a higher proportion of monthly income of more than 1500 yuan in high-income earners to watch the proportion of plunged to 15 percent, the monthly income of 3500-6000 yuan of high-income earners and even busy do not have time to watch TV. New media media segmentation, fragmentation, integration of four sources of the inevitable trend of event marketing has become an important means of brand message in the media business plan message: the message should plan towards the intended communication goal, which is to integrate the most fundamental aspects of marketing communications. Product Information: product information and advertising commitments. Message: service messages have a greater influence than the planned message. Unplanned message: employees gossip, gossip and reviews of the trade circle, the oral transmission of rumors or the enterprise beyond the control of a major disaster caused by message. Advertising design creative approach and creative design techniques. Display method, which is one of the most common use of a wide range of performance practices. It will be a product or topic directly and faithfully displayed in the ad layout, make full use of skills such as photography or painting realistic performance. Fine use of texture, form and function, Zhen scratching and strive to render the product and the fine texture of the product presented fascinating, and gives a vivid sense of reality, so that consumers of the products being promoted a kind of intimacy and trust . This practice because of the product directly to consumers in front, so we must pay great attention to the product mix on the screen and display point of view, should focus on the prominent brands and products most likely to deeply moving parts, the use of shade and background contrast, making exposure to a contagious space, so as to enhance the visual impact of the advertising screen. Prominent feature of law to use a variety of ways to seize and emphasize the characteristics of the product or subject itself distinctive and clearly expressed, these features in the visual parts of the advertising screen or to express a handle so that the audience contact rhetoric picture moment that will soon feel, to generate attention and the occurrence of visual interest, to stimulate the desire to buy promotional purposes. In advertising performance, these should strive to be the highlight and rendering features, generally determined by the distinctive special abilities individuation product image, corporate logo of the vendor and product trademarks, and other factors. The prominent feature of the way is also our common use of a very common technique of expression, highlight the important practices of the advertising theme, with the performance of value can not be ignored. The comparison set off Contrast is the most prominent manifestations of a tendency in the art of confrontation conflict tactics. Its nature and characteristics of the things depicted in the works on the sharp contrast and a direct comparison to the performance, by this he significantly each other than each other, lining, from the contrast presented by the difference to achieve focus, simplicity, the twists and turns of performance. This approach is more clearly emphasized or prompt performance and characteristics of products to consumers in profound visual experience. As a common and effective technique of expression, it can be said that all art is to benefit from the comparative performance practices. Contrast the use of tactics, not only advertising theme to enhance the performance of the intensity, and full of fun, and expand the appeal of advertising works. The successful use of contrast techniques can make seemingly ordinary picture processing implies a rich flavor, and show the different levels and depth of the performance of the advertising theme. Reasonable hyperbole with the imagination, to deepen or expand the understanding of these characteristics on the quality of advertising works publicity objects or characteristics of a fairly obvious and exaggerated. Writer Maxim Gorky: “Exaggeration is the basic principle of creation.” More clearly emphasize or reveal the substance of things to strengthen the effect of works of art by this practice. Exaggeration is generally seeking new change, through the fictional to the object characteristics and personality of Sino-US exaggerated, giving people a taste of novelty and change. According to their performance characteristics, exaggeration can be divided into a form of exaggeration and exaggerated expression are two types, the former appearance of the substandard goods, the latter implicitly sexual modal substandard. Through the use of hyperbole, for the beauty of the art of advertising into a rich emotional characteristics of the product to stand out, moving. 5 see Dafa stressed that the trade-off, concentrated, and unique imagination to grasp the point or a local focus and describe the extension to enlarge in order to more fully express the theme of the three-dimensional image in advertising design. This art processing to a little concept of comprehensive see large and small, never wholly to the performance of practices provides the designer with a great deal of flexibility and unlimited expression, the same time as the recipient provides a broad imagination. vivid taste and rich imagination. To see large and medium-sized “small”, the advertising screen description of the focus and the visual center of interest, both advertising creative enrichment and germinal designer Originality arrangements, due to the surface, it is not a general sense of “small” but a small apartment is big, big victory over highly refined products, is the deliberate pursuit of simplicity. (6) using the association method. In line with the aesthetic laws of mental phenomena. Through rich associations in the aesthetic process, to break through the boundaries of time and space to expand the capacity of the artistic image and deepen the mood of the picture. Lenovo, see their own experience in the aesthetic object, aesthetic often seems to be particularly strong, so that the aesthetic object and the trial of Microsoft integration, one in the process of creating an association led to the beauty of resonance, and their feelings the intensity is always intense, rich. Full of humor France humor France skillfully reproduce the comedy feature advertising works, to seize the local things in life phenomena, manifested through people sexual Ke, appearance and behavior of some of the ridiculous features. The humor of expression, often use the witty plot, clever arrangements, some kind of sure things, infinitely extended to the extent of comics, create a full of fun, amusing and thought-provoking humor mood. Humor, the conflicts can be achieved surprisingly, artistic effect, the hook also reasonable cause viewers a knowing smile, a unique way to play the role of the artistic appeal. 8 borrow things and themes analogy method analogy method is to choose two of the copy in the design process, somewhat similar in some respects of things, “this matter Yu He objects” metaphor is not direct relationship, but at some point with the theme of some of the features are similar, and thus can be an ulterior motive, extension conversion, access to “mildly song up to” artistic effect. Compared with other performance practices, metaphors more subtle and insidious, it is sometimes difficult at a glance, but once understand its meaning, can give one to mean that endless feeling. Appeal to the art of love child care law most directly the role of emotional factors, aesthetic subject and object is an ongoing exchange of feelings resonate with the process. Art to convey the feelings of the characteristics of the moving heart, MO prior to the feeling “this sentence is that the role of emotional factors in the artistic creation, focus on the contents have emotional tendencies in the performance practices to provide a contrast to the good feeling theme, a true and vividly reflect the aesthetic feelings can get to move people to play the power of the art infection, which is the literature of modern advertising design focused on the pursuit of beauty mood and taste. 10 suspense Arrangement Act in the performance practices, trick, planted Yi Zhen, makes the ad picture at first glance does not solve problems that caused a suspicion and tension in the psychological state of off the layers of waves in the psyche of the audience, resulting in exaggerated effect drive consumer curiosity and a strong move to open the positive thinking association, causing the audience to further proven advertising title the Yi Zhisuo in strong desire, then through the ad title or body of the theme of the ad clearly pointed out, the suspense be lifted to memorable psychological feelings. The suspense practices have a very high artistic value, it first to deepen the conflict, attract interest and attention of the audience, resulting in a strong feeling, resulting in spectacular artistic effect. 11. Choose idols law in real life, people I have the object of worship, admire or emulate, but there is a want as much as possible close to his psychological desire to gain psychological satisfaction. This technique is the use of this psychological characteristics of people, to seize the psychological admired celebrity idol, select the idol of the eyes of the audience, with the product information to convey to the audience. Celebrity idol has a strong psychological appeal, so with the help of celebrity idol foil, you can greatly enhance the degree of impression of the product and sales status, to establish the credibility of the brand name, resulting in untold convincing to induce consumers to advertising in celebrities the attention of the idol by winning products inspire the desire to buy. Choice of idol super soft romantic actress temperament extraordinary world-famous men suck star; can also be a world famous sports men and women master, the other can also choose to politicians, celebrities, artists, battlefield heroes, Toshio beauty and so on. The choice of idols and advertising of products or services agreement in character relative to, or give people a sense of far-fetched the people psychologically rejected, so that you can not achieve the intended purpose. Humorous imitation of a creative allusions practices do not have means to the world the general public are familiar with the paintings and other works of art by the name of the way for new ones, and celebrities such as humorous image. clever to perform plastic surgery, the paintings celebrity humorous sense, to give consumers a new and strange visual impression and pleasant interesting, with its exception, the mystery ad v. Jin to effect to increase the worth and attention . This expression means the persuasiveness of the ads, resides in an almost comic humorous fun, people of praise, and make you laugh, so you never forget it, leaving the Rao Youqi interest in the aftertaste. 13. Magic magic method to use deformity exaggeration, myth and fairy-tale picture to the imagination infinitely rich tapestry woven reproduction of reality in a fantasy scenario, resulting in a certain distance from real life, this is full of rich romantic doctrine, impressionistic than realistic technique of expression, the sudden appearance of the magic of visual experience, it is contagious, giving a special feeling, to meet the requirements of the people preferences singular and varied aesthetic taste. The artistic imagination is very important in this expression means, it is a sign of human intelligence developed, what things need to imagine, the arts, especially. It is no exaggeration to say that, imagine the art of life. Until the design end, the imagination in an active creative ideas. Prominent feature of the imagination is the creative imagination of the creative tap the start of the new implication is the emergence of new images show. Its tendency to transform the experience of Lenovo arouse, the final form with aesthetic unique to create a new image, generated strong to fight the forces of the Au people. 14 consecutive series of law …… screen, to form a complete visual impression, so that advertising messages conveyed through the screen and text is very clear, prominent, and powerful. Advertising screen itself has a vivid visual image repeatedly continue to accumulate, to deepen the impression of consumer products or services, access to good publicity, to expand sales, establish a brand name, stimulate the desire to purchase to enhance their competitiveness role. For the premise as a design strategy to establish a corporate image is more an important role can not be ignored. As the basis for the design constitutes the form of mental grasp is very important, from the visual psychology, people grow tired of the monotonous and uniform forms, and the pursuit of variety, continuous series of performance practices in line with “blending diverse in unification,” the beauty of form the basic rules, so that people in the same “see” differences “in seeking unity in the formation of diverse but unified, both contrast and harmonious artistic effect, to enhance the artistic appeal. The ad creative performance advertising is a fusion of art and science, ad often play a finishing touch in the ad. Now some type of creative expression are listed below: 1. : So-called comprehensive is the “same” general corporate be performance. Such as: × × services to your needs is our pursuit of “advertisements. Two. Imply the type: the tank directly above, use indirect language implies. Such as Gillette blade: “Presented to the breathtaking morning. 3. Pun type: pun, not only revealed the product, they do not have deep meaning. Such as a watch shop “Yibiaorencai, love at first sight” for the ad, the favorite won the couple. 4. Warning type: the word of the cross-sectional warning consumers to produce an unexpected surprise. A skin cream ad: “After 20 years of age must be a”. 5 Analogy: a certain taste for metaphor intimacy. Such as toothpaste ad: “twice a day, plus pre-date the first”. 6. Type of irony: the use of irony, clever, explaining product features, and often gives the impression of more profound. Such as: toothbrush ad: “miser”; typing ads: “fight”. 7. Economy: the economic emphasis in terms of time or money. The speed of the aircraft, truck price. ” If you want to fly, of course, choose this airline. “Double effect, half the price, this detergent is of course very welcome. 8. Emotional type: lingering easy words, talk to consumers inside. There is a cafe free to sit “ad, although just a touch of one, but it touched the hearts of many people. 9. Rhythm type: as poetic rhythm, legible and easy to remember. Such as Gujing wine ad: “nevertheless a Happy Encounter wine every friend Gujing. 10. Humor type: advertise with witty, humorous sentences, to make people happy to accept the product. For example, pesticides ad: “The real murderer; the beriberi syrup ad:” so that the feet are no longer students as advertising fan: “My reputation is blown out. Picture advertising design skills pictures – several self-inspect the picture size of the picture? Can you contain a fascinating story? Can the picture has a news-oriented? Can demonstrate products? The product could become the protagonist of the picture? Unexpected visual effects? Photo or painting? You bet enough effort? Picture – the picture size? Usually a space and eye-catching pictures to attract more readers than the small picture of a pile of scattered walk. But the picture in addition to the big outside, but also must be fascinating. Otherwise a lackluster picture to enlarge only become a bigger size unpleasant things, even worse than the small picture. Pictures – Can contain a fascinating story? Rich narrative photographs have Ogilvy