1. Vivid threats: For example, many years ago, the propaganda of Jiedu Yang Yan Capsule said that "each person has 5.6 kilograms of poison." This "5.6 kg poison" not only has a first-class threatening effect, but also sharply plays the concept of "detoxification". In this way, Jiedu Yang Yan Capsule has created a huge detoxification market. When hemorrhoids are serious, it is like "a bunch of black grapes hanging behind you, which is painful".
2. Vivid symptoms: For example, Dakening has always used the metaphor of "athlete's foot is like a weed ... It burns long and Dakening can weed ..." For many years, this has left a deep impression on consumers. 3. Vivid structure: Because health care products are all the same-all around the health care of the human body, cleverly animating common and uninspiring human organs is also a skill to increase memory points. For example, Tsinghua green tea compares "lung" to a range hood and needs washing; Anal treasure compares hemorrhoids to Mount Everest on the earth; Some freckle removing products compare the skin to a "sandwich"; Hui Chunhua Gantai Tea also compares the liver to "a chemical factory that works in obscurity" and so on.
In a newspaper with a huge amount of information, the vividness of appeal is a powerful weapon to distinguish other products and increase the sharpness of product publicity, which often embodies the essence of all publicity. This is the first principle of all newspaper advertisements. It mainly refers to making newspaper advertisements suitable for this part of the population according to the target population. The market of health care products can be roughly divided into beautiful women's market, old people's market who are afraid of death, middle-aged people's market who can't be taunted, and short and stupid children's market. Newspaper advertisements should be made according to the characteristics of the crowd. The specific approach is:
Old people's practice: Old people often read books for a day with newspapers. This requires a huge amount of advertising information. It is best to write a comprehensive copy from the ancient story of the product to the present development, from the emergence of the cause to the future deterioration, from the theory of traditional Chinese medicine to modern science and technology, and explain the product thoroughly.
Women's practice: the content of advertising copy must be linked to "beauty, thinness and romance". It is required that newspaper advertisements pay attention to design creativity, specifically, the more "fancy" the better. Common examples are advertisements such as Europe, America, Asia and Aoyun slimming capsules. * * * is to make full use of every corner of the advertising layout to design carefully, with various fonts. We don't look at the copy, we only look at the design to know the cost. Successful examples are advertisements of Yangshengtang and Taitai Pharmaceutical.
Children's practice: mainly for parents to see, such as calcium supplementation, heightening and other successful products, all take advantage of parents' concern and blindness. The typical practice in newspaper advertisements is "intimidation+product efficacy".
To sum up, the elderly market often enters an explosive "market blowout" after a period of accumulation and brewing, which requires patience, while women will become popular in a short time and start the market quickly, but this hot sale is not lasting enough. In short, the principle of "adapting to individual needs" makes newspaper advertisements more targeted. Specifically, the title uses bold black fonts and attractive content, which makes newspaper advertisements jump out of the newspaper and catch readers' eyes. This kind of advertising lizard group often calls it "the headline advertisement of the Cultural Revolution". Headlines must be big, bigger than the biggest headlines of news and advertisements on the same page. As long as the number of words does not exceed 7 words, try to use super bold. The content of the title should be noticed:
One: "product plus efficacy". For example, "I use Tongrentang to remove acne", "Tiefengdou Crystal is superior to tonic health care", "What are you afraid of losing weight with Kuwa this year" and "Jiujun Baidu Pill specializing in skin diseases".
The second is "questioning and warning", such as "Never underestimate pharyngitis" and "What if you don't take medicine for a long time?" "Women who sleep in the toilet age quickly", "Snoring is a disease" and so on.
The third is "solutions", such as "preventing calcium loss and supplementing calcium" in Shengli capsule, "replenishing essence and tonifying kidney" and "triple jumping to lose weight" in Kuwa slimming capsule.
The fourth is "expert advice and news reports", such as "Hui Chunhua Tongmi Tea is popular in Nanjing", "Revealing the truth about the miraculous effect of losing weight" and "Experts exclaim that the lead-discharging products have finally arrived" and so on.
Perhaps many colleagues have doubts about the style of "Cultural Revolution-style advertising". A colleague of an advertising company once thought that such advertisements were vulgar, which was a retrogression and a step forward in advertising art. The lizard team believes that as long as it is profitable, it is a good advertisement. The advertisement of health care products must spend enough effort on the title, which is the most direct, sharp and simple appeal to the product information. This is the rule of "Cultural Revolution Title". Health care products advertising must focus on the core purpose of "promotion" and adopt various elements to fully embody and publicize the advertising purpose.
Ten elements in newspaper advertisements are: advertising title, symptoms and efficacy, delivery and consultation hotline, point of sale, expert advice, packaging box and price, various certificate honors, indications, publicity information and "police tactical unit".
Take the advertisement of "Hui Tong Chun Hua Secret Tea" in Nanjing Morning Post as an example. Advertising from large to small is closely related to the purpose of promotion. Some elements are designed to attract new consumers, while others are designed to make existing consumers increase their purchases.
For example: the title-"Women who live in toilets age quickly" (to attract consumers);
Symptoms and efficacy-the harm of defecation and the efficacy of the product in defecation (to convince consumers);
Advertising expert Peng Xiaodong suggested that taking three boxes of detoxification is successful, and it is best to stick to long-term use (promoting purchase);
Free delivery hotline-(promoting immediate purchase);
Promotion information-buy three boxes and get one box of consolidation package (promote short-term purchase of three boxes);
Certificate of Honor, police tactical unit —— (Increase product credibility);
Packing box and price-(increase product awareness, reduce product obscurity and promote purchase);
Point of sale-(purposeful purchase by consumers).
In a word, advertisements are rich in elements, all of which are permeated with promotional information, and become advertisements for selling goods. Simply put, it is to use soft pages to publish hard advertisements for products. In actual combat, "soft writing and hard work" is widely used. There are three common operation methods in China. Lizard team soldiers named them Beijing Stream, Shanghai Stream and Guangzhou Stream.
Beijing Stream-headed by Beijing's "Letter" and "Beijing Radio and Television News". The soft text inside often appears in the form of a whole page. The content of advertisements is often entertaining and legendary product function stories, and the techniques are relatively hidden. For example, "How Dedema became attached to eight flavors to clear blood" and "Chuanmei attacked the capital" (Lingzhi tea advertisement). Through the subjects that ordinary people like to read, the product information is fully infiltrated between the lines to achieve the purpose of advertising.
Hujiang is represented by Xinmin Evening News and Jiang Shen Service Herald. Due to the limited space, it is impossible to use full-page advertising space in Beijing, so we can only make full use of every corner of the "inch of land and gold" space. The layout of health care products in newspapers has become the main stage. The advertisements published in Xinmin Evening News are almost all in the form of "soft words and hard work". This requires that soft writing should be carefully crafted, concise and sharp, rather than winning by being big and many. Like melatonin, soft writing is also played incisively and vividly in this situation.
Guangzhou Stream-Represented by Guangzhou Daily. At first glance, this style is a product advertisement. There is not much story and readability in it, and there is no product information ambush strategy like melatonin, but direct product advertisement information. It has the characteristics of large amount of information, diverse layout forms and intuitive product efficacy. This is also a typical representative of "soft writing and hard work".
"Soft writing and hard work" is a manifestation of the diversification of advertising development. When advertising costs are limited, or when surprises and rich advertising methods are needed, it is the first choice. The top of the newspaper advertisement page is soft propaganda, and the bottom is hard advertisement. The purpose of this practice is to use soft text to scratch the ball, hard advertising to directly state the effect, and combining soft and hard to show the magical effect of the product. Because hard advertising only needs to explain the selling point and effect clearly, the more exciting of "soft on the top and hard on the bottom" mainly comes from the operation of soft text. Common genres of "soft writing is not soft" are:
News reporting-curve promotion of products in the form of news, often with the help of news documentaries or relationships with celebrities. For example, this newspaper exposed the success of XX products in losing weight, how Dedema became attached to Qing Xue Bawei, and the magic weapon of Go master Nie Weiping: oxygen lide.
Interview-there are three common tricks: interviewing enterprises, such as how XX enterprises get out of trouble and Panlong Haiyun Love Department; Introduce products, such as "Why is the efficacy of XX products improving, but the price is decreasing?" ? 》; Interview business leaders, entrepreneurs and inventors, such as "Sichuan sisters rush into the capital" (a kind of ganoderma tea) and "How did Zhang Daning put forward the new concept of tonifying kidney".
Popular science-this is the most common form. Appearing as a popular science is actually promoting the concept and selling point of this product, and even cracking down on competing products. For example, the popular concepts such as "lung washing" and "defecation" in the past two years are all in the form of soft science articles above and hard advertisements below. Other industry products are also using this technique, such as the "easy-to-remember star learning machine" which swept the country in a short time. The soft text in the full-page advertisement is "Children's poor English scores can be solved!" The following is the hard advertisement of "Good Memory Star".
The law of "soft on the top and hard on the bottom" can quickly start the market, but the cost is also high, and the content is not new after being read by readers. It is more suitable for quickly starting the market or expanding sales, and should not be used all the year round. The law of prosperity is to create momentum for products through advertising. This technology is usually used two or three weeks after the market starts. The purpose is to create a hot-selling scene after advertising for a period of time in the early stage and getting familiar with consumers, thus contributing to the emergence of a real hot-selling scene.
There are two common types:
The first type: the field is booming.
For example, warm spring in bloom has become popular in Shanghai and Beijing. What are Nanjing people waiting for? "XX, a popular weight loss product in the United States, has come to China!" ..... create hot spots and hot news in some influential areas, and drive the first local consumers who can accept new things or like to follow the trend. The popular methods in other places are often used in the early stage of product listing.
The second type: the activity is hot.
Often used after promotion or public relations activities. The common technique is "XXX is hot in our city!" During the activity or the next day. ",which includes: the number of participants reached XXXX, the goods were out of stock for XX times, and the customers lined up for XXX meters ... In the following days, a series of follow-up reports were published continuously, such as focusing on the popularity of XX products in our city, the truth of XX products in our city, the behind-the-scenes stories of XX products in our city and so on.
The law of prosperity is often the killer to consolidate the local sales of this product or make the sales of by going up one flight of stairs.
The above eight rules of newspaper advertising were drawn by the lizard team after summing up the experience of newspaper advertising operation in recent years. The market of health care products is changing rapidly and the competition is fierce. I hope that the "Eight Rules of Lizard Newspaper Media" will enable enterprises and businesses to be more targeted and win every battle when using newspaper advertisements to promote products. The purpose of this rule is how to hide the advertising purpose rule. With regard to advertising, the lizard soldiers summed up the effective laws. One is the "jump" law in advertising, that is, trying to jump out of advertisements with huge information and grab the eye; On the other hand, the law of advertising "hiding" is also the "chameleon law". It is to make advertisements (especially soft articles) as close as possible to the style, typesetting habits and content environment of newspapers, so that readers who refuse advertisements can read them unconsciously and be persuaded.
The chameleon rule is often applied in the following aspects:
1, inscription, standard or stencil. The most common are some new products with scientific content, and newspaper columns related to science are often used. For example, an advertisement for a brain-strengthening product often places popular science columns such as "cutting-edge science" and "exploration and mystery" in the corner of the article. Curious readers will read them carefully as news reports in newspapers.
2. The reporter reported. It is often used in advertisements to treat and prevent common diseases. When there are many competing products of the same kind, or patients are used to advertising similar products, they often use it. Generally, it is indicated at the beginning:,, etc. For example, "Xiaoming Anal Treasure" used the title commonly used in newspapers when the product went on the market, "Exclusive Secret: Xiaoming Anal Treasure's Secret Recipe and Little-known Stories at Home ……".
3. typesetting. Typesetting style, wording and sentences imitate the habits and tone of newspapers. This requires designers and copywriters to study newspapers and make them seamless.
In a word, the chameleon rule is to fabricate abrupt advertisements and integrate them into the newspaper environment, so that readers can not regard advertisements as advertisements and achieve the goal of winning by surprise.