Now there are basically no enterprises that don't believe in advertising at all. On the contrary, many enterprises are too superstitious about advertising and don't care about the cost of advertising. Many entrepreneurs believe that a brand is made by advertising. As long as you have money to advertise, you can be a brand.

However, some international brands prefer to use the most appropriate communication methods. Advertising is just a way they consider, and others such as public relations, direct selling, market vividness and promotion are also their consideration objects.

If we use all kinds of strategies comprehensively, we can not only spend less money, but also set off red flowers and green leaves, and establish a good image while opening up popularity. Just like a person, it not only gives people the feeling of being rich, but also makes people feel tasteful and connotative.

Large-scale advertising can indeed enhance brand awareness and promote product sales in a short time, but this kind of advertising often has great blindness. "Half of the advertising fee is wasted, but I don't know where it is wasted?" An authoritative domestic market research report shows that the advertising investment has doubled and the average market share has only increased by 3.5%! It may be just a wishful dream for enterprises to rely on high advertising investment to obtain stable and sustained market share!

Myth 2. false advertising

At the same time, as a professional and a consumer, I think that exaggerating advertisements has also become a public hazard. Instead of trying to make high-quality products, enterprises put a lot of energy into making false advertisements, which is a typical phenomenon that a straw is a gold bar.

Advertising should ensure that the quality of products and consumers' expectations can be consistent, even higher or far higher than consumers' expectations, giving consumers an unexpected surprise. You actually have more than consumers expect, because consumers' expectations depend largely on your advertisements. The heavier the commitment, the higher the expectations of consumers; The higher the expectation, the greater the disappointment. When your promise is not fulfilled, or the consumer thinks that your promise does not meet his expected requirements, the consumer will lose trust in the brand and may never buy your product again.

When you walk around a health care product store or counter, you will mistakenly think that you have entered a pharmacy. Every health care product is desperately promoting its functions of tonifying kidney, caring skin, lowering blood pressure and enhancing memory and immunity, which is almost a cure for all diseases. Opening newspapers, real estate advertisements, especially auction advertisements, can boast a piece of wasteland into a garden. Originally, it was dozens of miles away from the city center, and it was said that it would arrive in five minutes (this is the result of using the plane as a means of transportation). It was originally said that the house could not be delivered until the end of the year, but it was successfully completed in March. This is the fundamental reason for the crisis of industry trust in health care products and real estate today.

The more such advertisements are placed, the faster the enterprise will only die.

Myth 3. Advertising dislocation

There are also advertisements that have no target group positioning at all, just like shooting. There is no goal at all, which wastes both confidence and confidence.

Regarding the target consumers, this question can be big or small. It's a joke to be old enough to set the age at 0-99. If you want to take it all, you may get nothing. Even the cold medicine that had to be used in 0-99 divided the consumption area into children, * *, home clothes and so on.

After determining the target consumers, we can describe their characteristics, and then with the help of consumer surveys, we can understand the consumption psychology and habits of the target consumers and the reality they face, regard ourselves as one of those consumers, examine the relevant interests and needs of consumers from a realistic perspective, find the most important points, and hit their deepest resonance.

In fact, if you live with your heart, your six-year-old baby, your 16-year-old girl next door, your 26-year-old daughter-in-law and the manager's 36-year-old mentality, coupled with the boss's 46-year-old knot and his 56-year-old parents' behavior problems, and then look up at the thoughts of elders aged 67, 77 and 87, you will be surprised to find that each ethnic group has its own characteristics.

If you take it for granted that you replace their ideas with your own, you will make a fatal mistake. If the generation gap in the last century was still ten years, now, you are only short of your five-year-old sister, and you will find you a little strange. What you said doesn't interest her, and what she said doesn't. But some brands may be aimed at them. What's the point if you're just interested?

There are often some interesting phenomena around us: an advertisement for women's weight-loss products is watched with relish by young people, and an advertisement for children's food is laughed at by old women, but their target audience turns a blind eye. This is what we call "advertising dislocation" phenomenon.

Myth 4: Advertising can't stick to one theme.

Advertising investment has no theme, which is also a common problem of enterprises in China. Adhering to the consistent advertising theme has become the knowledge of many world-class brands, and it is also the secret of creating a century-old golden signboard. The brand personalities of Coca-Cola and Sprite bear the spiritual connotation and values of "optimism, courage and courage to face difficulties" in American culture. Although the advertisements of Coca-Cola and Sprite will change every once in a while, or even be quite different, and the characters, advertising words and plots will change greatly, any advertisement will embody the above theme, just like the Sprite advertisement starring May, which uses extremely sensational advertising words such as "I can finally be myself once" and "I am me, Sprite" to explain Sprite's "self-promotion".

Nike's core value is "just do it" (just do it if you want), which expresses people's optimism that the future is in their own hands. This theme has persisted for nearly 20 years and has never changed. Today, when we mention Nike, we can immediately associate it with its core value proposition, which is inseparable from its long-term persistent advertising strategy.

But they always insist on a style and a face, and sometimes enterprises will go into a misunderstanding, thinking that if this goes on, advertising will become boring. These enterprises are used to changing their minds in a few days, thinking that only in this way can advertisements be fresh and creative. However, the consumer is not you. You live around this brand every day, and he may not have seen your brand at all. There are so many advertisements that he never pays attention to any one. In fact, when you feel monotonous, consumers begin to have an impression on you and truly realize your existence. Only by repeating the same information in different media can consumers' attention and memory be accumulated. Therefore, I still want to repeat the boring old saying that has been said a thousand times: persistence is victory.

Advertising has a lag effect. After an advertisement comes out, there will be no immediate effect, but it will accumulate together.

If you stop advertising after a period of time, you will see that it has no effect, which will make all the previous advertising investment go down the drain, just like the market has just warmed up, and it has been splashed with cold water on its face, and the market will soon freeze.

In this regard, the advertising director of a well-known company has personal experience. For a time, the company reduced a certain amount of advertising in CCTV, which caused a strong market reaction, and dealers questioned him one after another, which made him unexpected. He stressed that advertising must continue and cannot be stopped at will, otherwise it will lead to many speculations, such as "Is this enterprise going to die?" "Is there anything wrong?" It has brought many adverse effects to enterprises and brands.

Esprit, a fashion brand, has always emphasized personal choice and natural spiritual realm. At the end of 1960s, when Esprit was founded in the United States, it established advertisements with the theme of world peace and self-expression, and has persisted. While other companies' advertisements are just a formality, Esprit emphasizes that the fashion industry must be responsible for society and lifestyle. Esprit actively participated in the publicity activities of Earth Day, distributing clothes printed with the slogan of "environmental protection" to employees, putting up environmental protection posters in shops, and encouraging customers to plant trees and carry out cleaning activities in urban areas. One of the major innovations of Esprit is to introduce "nature" into stores. In spring, all branches in Asia are filled with the smell of gardens, and there are many artificial plants and bonsai in the store. In summer, it advocates a healthy lifestyle. The poster reads: "An apple a day keeps the doctor away". During the off-season price reduction, Esprit is also quite abnormal. It sweeps all the old display props with a layer of white oil or covers them with pure cotton cloth, giving customers the feeling that Esprit is an oasis in the desert, making it not only do business but also seem to enjoy comfort alone in noisy scenes. Esprit's indoor display pays attention to the value of propagandists, and always reminds customers not to forget to express their opinions when wearing them. In an advertisement, Esprit asked, "What will you do to change the world?" A girl with a cane replied, "I want people to evaluate my ability rather than my incompetence." In addition to the above slogans, other slogans are also widely used: "All countries should return things that don't belong to them" and "Everyone should take a parenting class before deciding to have children", which inadvertently conquered thousands of people in Qian Qian.

This kind of advertisement is very touching, and more importantly, there is a main line that has been adhered to. First of all, it is right in strategy.

Misunderstanding 5, despise soft text communication

It is very important to create the impression of advertisements, and sometimes it depends more on the input of soft advertisements. Advertising is not just another misunderstanding in the advertising industry.

Too many hard advertisements will give people a sense of vigilance, while soft advertisements can break through people's psychological defense lines and easily enter the hearts of the audience. This is also the reason why some enterprises set up news centers. The main job of the news center is to write soft press releases, maintain good relations with the media, and let enterprises handle crisis public relations freely.

Let's take a look at how Benetton successfully used soft advertising: Benetton, a clothing brand that originated in Italy in the 1960s, started from a small family workshop and now has thousands of retail stores around the world. An important reason for Benetton's rise is his successful news hype strategy. Its unconventional advertisements are forbidden to be posted in many countries, thus attracting public attention. Since 1985, Benetton's advertisements have been involved in controversial topics, and in order to gain widespread attention, they have been insisting regardless of public opinion and word of mouth. However, careful evaluation shows that Benetton's controversial series of advertisements are actually published very few times and are often banned. Consumers often see Benetton's advertisements on news pages, and a lot of comments and continuous reports make Benetton famous. Although Benetton has been complaining that his advertisement has been banned, they know that they are the biggest winners.

Myth 6: Lack of overall media strategy

Advertising can never be separated from the media. With so many media, there must be a choice. Media plan is used to decide when and where to publish advertising information. In order to attract the target audience, enterprises must ask several questions: Where should advertisements be placed? How should we arrange the advertising time? What media do we need? How much are we going to spend?

Without an overall media strategy, it is impossible to fully convey information to the target audience through a reasonable media combination, and try to impress and persuade the target consumers to buy products. In the choice of media, "one hammer in the east and one stick in the west", which magazine comes to the door today is a banner, and which newspaper is severely discounted tomorrow is a full page. In this way, whoever hits it will miss it. This completely falls into the trap of "guerrilla warfare", which can influence the success or failure of advertising activities.

In the choice of media, there is actually a division of labor, and each media has its own advantages and disadvantages. For example, TV media, with short time limit but wide coverage, has words, pictures and sounds, and is a media with tree image; Newspaper advertisements are not kept for a long time, but they are very suitable for a specific promotional activity, and you can choose the corresponding media for different promotional objects. Outdoor advertising mainly reminds brands, so its information content should not be too much. It should be simple and clear. For example, the amount of information in street sign advertisements is too large, and the words are written densely, so people can't see clearly when they rush out of date, which affects the advertising effect.

The competition of traditional media is very fierce. When combining with the media, if we can carry out media innovation, we can often play the role of four or two thousand yuan. For example, when we made a media combination for a pharmaceutical company, we creatively launched the activity of sending "Fu" for the New Year, and distributed the word "Fu" printed with advertisements, Spring Festival couplets and calendars to all families. When we visited again half a year later, we found that the words and calendars were still neatly hung on the wall. In addition, schoolbags and exercise books with advertisements are distributed to students. The schoolbag is carried on students every day, which is a mobile advertisement. Take the exercise book home, and parents can check their homework every day. It's really a small deal.

Without a detailed, practical and scientific media plan and advertising budget, enterprises are likely to be in an embarrassing position of "taking the lead" in advertising release, which will not only cost money, but also fail to achieve the expected purpose.

Myth 7. Take product category as the focus of brand communication.

There is a phenomenon that has caught our attention. The most popular juice drink this summer is the unified "fresher oranges". But we found that there are many brands of "fresher oranges" on the market.

In fact, "Fresh Orange Duo" is just a product category name and cannot be registered. To put it bluntly, anyone can use it. If the product category name is the focus of advertising investment, it will enter a misunderstanding. When the advertisement for Detoxification Yang Yan Capsule first came out, I asked my friends around me, do you know what brand of Detoxification Yang Yan Capsule is? As a result, six people were asked, five didn't know, and one said it was Yangshengtang. I don't know who created the concept of detoxification and beauty capsules, which exploded the market with a lot of advertising fees, but then many companies launched their own detoxification and beauty capsules, which soon occupied a place. The market opened by the first enterprise that paid a lot of enlightenment expenses was shared by everyone.

Liuwei Dihuang Pill and Erguotou have also entered a similar misunderstanding. In fact, Yang Yan Capsule for Detoxification, Erguotou and Liuwei Dihuang Pill are just a product category name or process, which is not protected by law and can be used by anyone. Should not be the focus of brand communication. Giving up the brand and touting the product category is a kind of giving up the big and seeking the small.

Myth 8: Make a * and change places.

In the choice of media, it is a common problem for enterprises that a media can't stick to the end. Because of my professional habits, I basically only watch advertisements and news on TV. When I watch advertisements, I sometimes suddenly think of which advertisement has disappeared. It's only been three months, and when I have a little impression, it has disappeared. Besides, ordinary consumers don't study advertisements like me, so they may not remember them even more, which is a pity.

This reminds me of a story my father often told me when I didn't insist on writing when I was a child. This is a story about a mouse eating a granary. This is also a mouse without perseverance. He is always discouraged when he gnaws at the granary. How thick does he think this board is? He stopped thinking about it and moved to another place. He thinks this place may be thinner. As a result, this place was not chewed through and changed to another place. The last place has not been chewed through. Of course, the food was not stolen. Actually, it's almost eaten through. Just stick to it.

This phenomenon of "rats gnawing at warehouses" in the media often makes me have an impulse to call companies and ask them to stick to it for a while. This kind of waste of enterprises really hurts me. Advertising has a lag effect, which will not be effective immediately, but will continue to accumulate impressions. At a certain time, consumers may want to try it and will continue to buy it after trying it. I really hope that enterprises can think twice when advertising, or they will not fight, but they will stick to it.

Myth 9. Improper launch timing

Enterprises also have a timing problem in the media. Do the right thing at the right time. If the timing is wrong, you will spend a lot of money on small things.

It can be said that the timing of media launch generally does not attract the attention of enterprises. Judging from the media operation of most enterprises at present, I don't know how to adopt different strategies to deal with media release according to different market periods. It is difficult for us to distinguish the leading period, adjustment period, in-depth period and maintenance period of its media investment. The usual practice is to mix TV advertisements, radio advertisements, newspaper advertisements, magazine advertisements, Persistent organicpollutants, and sales promotion on a plate, and then disperse them in the market, forcibly instilling information into consumers, thinking that this will be effective. As we all know, different media have different functions. Although indiscriminate advertising bombing can drive sales, how much hard-earned money is wasted.

Myth 10: Lack of media effect evaluation

It seems that the evaluation of media effect has not attracted the attention of enterprises. John wanamaker once said: I know I wasted half of my advertising fee, but I don't know where it was? Looking at the companies around us calmly, we wasted more than half of the advertising expenses. If we can evaluate the media effect regularly and adjust the media according to the evaluation results, we will find that this waste is not irresistible.

Usually, when the media quotes, they will provide a media watch report for enterprises' reference. However, the timeliness of this kind of viewing report is very strong, and the media effect is usually closely related to the quality of media programs. As a media program, its quality cannot be copied like an assembly line, which determines that there may be some deviations in the program quality in different periods. If the media viewing report at that time is used to prove the media viewing situation at this time, it will inevitably be distorted. Let's give a simple example. A certain media once played a very popular drama series, and in that case, the ratings were investigated. But it is very likely that the TV series being broadcast now is rarely watched at all. If enterprises can't pay attention to this when choosing media, they will stumble.

Media expenses are a very sensitive and concerned issue in any enterprise, which is listed separately in the initial planning of the enterprise. According to in-depth analysis and research, the media budget of an enterprise is run through media operation, and both the supervisor and the specific operator are very worried. When the market is ready, there may be no problem. Once the market loses, media advertisements will bear the brunt and be double accused, which usually makes media executives feel at a loss. If we can make a comprehensive and scientific analysis of media expenses, expense growth rate and sales growth rate in the measurement of media effect, even if the market loses, enterprises can dig deeper reasons.