Advertising, just as its name implies, is
spreading the word. A good advertising can cause the positive reaction of
customers to the brand and create a proper brand relationship with them.
Although advertising cannot directly prove the superiority of a product, but
its quality is affecting the brand image all the time and this is probably the
unique charm of advertising.
Advertising can be divided into two
categories: simple product advertising and public relations advertising.
Product advertising, it markets products
directly by introducing the characteristics of the product to consumers, which
aims to open up an outlet, improve market share and obtain economic benefits.
Public relations advertising, it is
corporate campaigns carried out by the enterprise or organization for the
purpose of promoting the public understanding of the integrity of the product
and increasing the product's visibility and reputation.
Also trying to influence the public by
passing information, both types of advertising yet have a difference in the
propaganda model.
Product advertising: the public ---
product---brand
Public relations advertising: the public---brand---product
Product advertising is to let the public
know the product first and then the brand; and public relations advertising is
just the opposite. The former imposes a direct stimulation on the customer's
desire for consumption, thus achieving the goal of expanding commodity market
and increasing sales, which are short-term goals; The latter is to take a
circuitous tactics, to arouse the attention and sympathetic of customers to the
brand, and to create a good social environment conducive to the development of
brand, which belongs to long-term goals.
However, the essences of the two are both
to spread, and the souls are to create.
When it comes to creativity, shortly before
the broadcast on television showed an advertising on Huawei mobile phones. The
whole process is a white horse and an old Greek man running face to face and
collide. The horse represents the appearance and the old man represents wisdom,
which means the phone is the combination of wisdom and beauty. What's more , it
is accompanied on Beethoven's "moonlight sonata". Sounds good?
http://www.tudou.com/programs/view/mfP3TLfljUM/?%20The%20bid%20=%2003%20&%20pid%20=%2001%20&%20resourceId%20=%200%20_03_05_01 (this address).
39-seconds product advertising, almost no
explanation or subtitles, is easy to make the advertising strange. More
seriously, if the Chinese consumers have no related background knowledge, they
may have difficult to understand the white horse, the Greek man and the music from foreign countries,
they would not to buy the product and may be even worse, disgusted with the
brand Huawei.
And then take a look at the Cisco:
Isn't it easy to accept? That is the
influence of the visible advertising. For Cisco and Huawei, therefore, in order
to achieve the final goal market occupation of China enterprise network,
high-quality advertising is indispensable.
Good product advertising should pay
attention not only to the creation, but also the advertising connotation as
well. Therefore, when choosing a representation, it is better to choose
something that the consumers familiar with and something generally defined in
real life, which can raise customer some common association. it must not like
that Huawei's AD. In addition, since the ads focus on product quality, they
must have authenticity and cannot exaggerate the product performance.
Besides, I think people can put the brand
culture or a concept in public relations advertising. There is better a slogan
to motivate people because some people may not buy a certain product, but they
can become fans of a brand and to promote for the brand. Maybe one day they become
consumers or potential customers. Just like Nike as we mentioned, we will think
of its slogan "just do it" immediately. Here a brand is more than
just a brand, it becomes a kind of culture, a kind of pursuit, and a kind of
faith! Huawei also has some slogans like "Huawei, not only the world's top
500". I think it is a good example which should be expanded to public
relations advertising. It can be made to show that Huawei is not only the
world's leading in technology, excellent products or perfect services, but also
in a sense of social responsibility of private enterprises. Then Huawei can do
some charitable act and let them get a sense of their sincerity. As a result,
establishing a good brand image that catches everyone's eye, will makes the
brand much better and there is less problem dealing with the market, consumer
insight and competitors.
Source:
Advertising, Baidu Baike, Dec 2013
SUN Jiawei
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