Repetitive marketing: It is the same customer's multiple marketing, but the repetitive marketing needs to go the way, because the customer's situation changes, and need to temporarily change the scheduled marketing plan. In order to better complete the marketing plan for one day, the marketer needs to make timely adjustments according to the actual situation.
Everyone knows that advertising needs to attract "eyeballs" to achieve its communication effect. Most people can accept this. However, the more recent gold wine advertisements are really unbearable. When the "Golden Wine" debuted, it was full of the "Shi Yuzhu-style" personal style. For its products, it also continued the similar names of gold partners, melatonin and other health products.
"Today, don't drink, drink alcohol, drink gold wine!", "This year's festival will not receive gifts, and receive gifts will receive gold wine!" Some humorous netizens designed Shi Yuzhu's advertising essays in line with his personal style. In fact, the advertisement of gold wine has been launched in the prime time of CCTV since November, and its advertising words are also a continuation of the combination of melatonin and gold – “send elders, gold wine!â€. Is advertising just for people to remember?
The "golden wine" that uses repeated communication methods has caused a huge amount of discussion on the Internet. According to the evaluation of the parties, the brand's communication consultant emphasized that the advertisement is based on the principle of consumer memory, "repetition is to strengthen the memory". Some people agree that this repetition allows the audience to remember the information appeal of the advertisement itself. However, to say that advertising is just for people to remember, it is indeed a simple matter. However, there is still a mystery. Perhaps this is why some companies have adopted repeated means to advertise!
In fact, Wuliangye Group has been trying to build Wuliangye Health Wine into a leading functional wine brand in China, and this concept was formed as early as the 1990s.
The "Golden Wine" launched this time is an invitation to the giant investment, specially designed according to the concept of Shi Yuzhu, tailor-made a health wine, the base wine mainly uses the high-quality liquor produced by Wuliangye Co., Ltd.
We have noticed that since late October, Giant Investment has recruited talents in large areas in Sichuan to prepare for the sales of gold wine. A half-page job advertisement published in the "Huaxi Dushi Bao" said: "In order to rewrite the new pattern of the Chinese liquor industry, Wuliangye and Giant Investment invested together to build China's first functional liquor - gold wine. Now facing Quanchuan, invites the elite to create a great cause!"
Interestingly, Giant Investment is also preparing to recruit three health consultants in Chengdu, noting that internal medicine and retired doctors are preferred.
The cooperation model between Wuliangye and Giant is not much different from the joint operation of other companies. The way of “Golden Wine†is observed from the setting of its recruitment position, which is similar to the general liquor marketing company. .
Giant Investment said that the company wants to develop more than 20 brand managers and more than 50 city business executives in Quanchuan, distribute goods through local commodity supermarkets, and recruit a large number of sales personnel to carry out promotions in the upcoming liquor season. .
Whether the cooperation between Wuliangye and Giant Group can get a good start, mainly depends on the domestic market in the context of the global financial crisis from the end of 2008 to the beginning of 2009, whether it can continue the previous strong consumption power.
Advertising is a paid, non-personal communication method. It is a way for commercial enterprises, non-profit organizations, and individuals to use a variety of media to inform or persuade specific audiences through clear advertising messages. Advertising is the purpose of advertising by convincing the target audience through information communication to accept the appeals of goods, services or ideas and opinions, and then taking action.
Ogilvy & Mather believes that advertising creativity must aim at promoting sales. "Our purpose is to sell, otherwise it is not advertising." Since then, people have generally believed that outstanding TV commercials must have such common characteristics: they can "catch their sights, are memorable", "related to the target audience", "reflect the thoughtful strategy", "by commitment or Based on the interest point, "based on sales-oriented creativity," and "development of series of advertisements".
It can be seen that whether it is from the definition of the advertisement itself or from the meaning of the "promotion" that it potentially contains, remembering is an essential element of successful advertising. However, the prosperity of advertising has also brought about some new problems. It is that people find that many advertisements ignore the feelings of people while simply pursuing people to remember, and some advertisements will bring a lot of negatives to people. Emotions, disgusting, and even "crashing." When advertising develops into an inseparable stage of embedding people's lives, this issue is indeed worth pondering.
From a psychological point of view, memory has four basic processes: memorization, retention, recognition, and reproduction. It should be said that there are many good advertisements that have been kept in mind. For example, Intel's "Blue Man" ads, etc. Good advertisements basically adopt relatively safe creative methods. They are not dazzling, not strong, and do not disturb. Through internal accumulation and careful maintenance, internalization of advertising appeals is a kind of expectation tendency, which is integrated with people's consumption behavior and lifestyle. On the contrary, some advertisements, although remembered, remain at the stage of memorization. These ads often use a lot of external information to force the audience to get bored. These "ugly" advertisements make people remember particularly hard, but leave a bad public impression. In other words, it gets brand awareness but lacks brand reputation. Therefore, it cannot be called a high quality advertisement.
Advertising must consider not only the level of creativity but also the way of expression. Also consider the issue of market maturity. Also pay attention to the issue of media responsibility. Therefore, a good advertisement should not only contain a good memory point, but also reflect the core value of the brand. It should also focus on establishing and maintaining the relationship between the brand and the consumer, and bear the corresponding media responsibility.
Whether it is melatonin or a gold partner, it has been rated as a more vulgar advertisement, but the advertising position that can maintain the vulgarity for a long time in the past few years is not obvious. The advertisement for the gold wine still adopts the typical "Shi Yuzhu" style. From the perspective of advertising marketing, I believe that in the near future, the sales of gold wine will have a big increase and breakthrough. Shi Yuzhu said "this wine, whether it is with me or not, will become China's top-selling liquor, but the speed I achieved can be doubled." According to news, Shi Yuzhu sipped and sold "Golden Wine" in the capital. It has already been said that within three months, "Golden Wine" will earn back 10 billion. It seems that Shi Yuzhu has its own reason! His success is not based on flickering!
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