Rebirth: Rising from the Far East

Zhang Baifeng came over quietly, because there were too many bosses in the conference room, and there was no room for him to intervene.

Saatchi & Saatchi International Advertising Co., Ltd., whose name is Daqi.

But one has no experience in the industry, and the other has no advertising cases.

The convincing power is not strong, and many group companies in the Yucheng Consortium have not yet reached the right time to advertise.

Therefore, very few people came to chat with Zhang Baifeng.

No one valued him much because he was Yucheng's brother-in-law.

When Yucheng and Zhang Baiqing saw him coming, they asked directly, "Why don't you flirt with your future clients, kid? What are you doing in front of us? Are you done with the errands that were entrusted to you earlier?"

Zhang Baifeng had a meeting with people in the capital, and he didn't slack off what Yucheng explained. He directly handed over a plan and said, "This is a finished product. Brother-in-law, please see if you have any suggestions for revision."

Yu Cheng took it, glanced at it, and a hint of surprise flashed in his eyes.

The plan only has a simple slogan and some storyboard planning for shooting advertisements.

What surprised Yucheng was none other than this slogan.

"Little Overlord, it's a lot of fun."

Yucheng read the slogan, looked up at Zhang Baifeng and asked, "Who came up with this slogan?"

Zhang Baifeng replied: "Brother-in-law, didn't you tell me to invite a few colleges and universities to recruit talented students from the Chinese Department and Chinese Language and Literature to do copywriting?"

"I sent the brand requirements directly to the school administrations of China Communications, Beijing Film Academy, Peking University, and Beijing Normal University. I took out 1 yuan as the competition prize and held a four-school creative advertising competition."

"Don't tell me, there aren't many other things in the 27th university, but there are really many talents here."

"Four schools, I have received thousands of advertising copy and specific planning proposals."

"I don't know anything about advertisements, but Mr. Bao, Mr. Song, and the deans of the Chinese Department of the four universities served as judges, and selected a few advertisements that they thought were the best. I chose this other among them. Lots of fun and specific plans.”

Mr. Bao and Mr. Song are advertising planners hired by Yucheng from Hong Kong Island.

At present, there is no advertising major in China, and advertising talents are scarce.

After listening to Zhang Baifeng's narration, he looked at him seriously.

Surprised.

This Nima is still a talent.

In the 90s, the idea of ​​this kind of creative contest could even come up.

Moreover, if you spend [-] yuan, you can get a valuable advertising copy, and you can also recruit a group of talents with advertising creativity.

"Yes, this idea is good, and this copywriting is also good." Yu Cheng praised: "Go, call Duan Yongpin from Xiaobawang."

Zhang Baifeng knew Duan Yongpin, and he had paid attention to Xiaobawang's company when Yucheng introduced everyone just now.

Receiving Yucheng's order, he immediately found Duan Yongpin in the crowd who was handing over to Song Tianming, the president of Qingtian Technology Group.

Duan Yongpin walked over, and Song Tianming also followed to join in the fun.

Seeing Duan Yongpin coming, Yucheng handed over the advertising plan in his hand and said, "Look at this."

Duan Yongpin took it in doubt, glanced at it, and said pleasantly: "Boss, is this the advertisement you said you were going to advertise for Xiaobawang on CCTV?"

"Little Overlord has endless joy... Little Overlord has endless joy, this sentence is wonderful!"

Then he glanced at the specific plan of the advertisement.

It is a novel animation shooting storyboard, several cartoon characters play the game with the handle of Xiaobawang game console, and the joy and joy on their faces shine through the paper.

Product technology, provenance and fun are introduced.

At the end, there is a sentence "Little Overlord, endless joy!"

Although Duan Yongpin has never studied advertising, he is a natural marketing master.

He felt that this advertising plan was almost tasteless.

But where is the difference?

How to change it is not very clear.

Uncertain about Yucheng's attitude, he hesitated for a while and said, "Boss, this advertisement copy is top-notch, and it fits very well with Xiaobawang. But this planning proposal is almost meaningless."

"Almost characteristic, no standout elements?"

Yu Cheng said lightly.

Snapped!

Duan Yongpin clapped his palms, "Yes, that's the difference. This planning copy is similar to the number of commercials on TV today. If there is no novelty, it will be difficult for the audience to remember ours in just a dozen seconds. product."

Yucheng nodded happily. With Duan Yongpin's sensitivity, it would be a pity not to advertise.

He turned his head to look at Zhang Baifeng, and said, "Have you heard that, learn it hard. A successful advertisement is not only about its completeness, characteristics, brainwashing, and making the audience remember deeply, it is an extremely important element. "

When Yucheng said this, other people noticed the movement here.

They stopped talking one after another and leaned over here.

Seeing them coming, Yucheng looked at them and asked together: "What do you think is the purpose of advertising?"

"Advertising widely is naturally to let customers know about our products. The smell of wine is afraid of deep alleys. The purpose of advertising is to let customers know about our products, increase product popularity, and increase their desire to buy." Zhang Baifeng has done his homework, Said first.

Now that you have entered the advertising industry, you have to understand this industry.

He is far more than just a dandy.

"This is one of them, what else?"

Yu Cheng continued to ask.

Duan Yongpin frowned and said: "Advertising should also expand the market, shape the brand, and enhance the value of our brand."

The others also nodded, unable to think of any other specific uses.

Seeing this, Yu Cheng smiled and said:

"Brand, popularity, and sales demand are all correct, but they are not complete. With the development of the economy, except for monopolized industries, the differences between various commodities will become smaller and smaller."

"It's like Coca-Cola, it should be the most well-known and best-selling drink in our country today."

"However, this product has been produced for more than a hundred years, and the beverage formula has long been thoroughly researched."

"But why, apart from Pepsi, there is no cola product that can stand shoulder to shoulder with Coca-Cola?"

"And even Pepsi, its brand value is far inferior to Coca-Cola?"

"Because, how good are their tastes? How high is their nutritional value?"

"Neither. But why, when people think of drinking Coke, they only think of Coca-Cola, and at most they can think of Pepsi."

"Besides these two, customers, you, can you think of other brands of cola?"

Hearing this, everyone looked at each other in dismay.

Indeed, as Yucheng said, they thought about it carefully, and if they want to buy Coke, the more choice is indeed Coca-Cola.

"Brother-in-law, is it because of Coca-Cola's brand and popularity?"

Zhang Baifeng said tentatively.

Yucheng glanced at him, shook his head and said, "It's not just about popularity. If it's just about popularity, then Coca-Cola is the most famous cola brand in the world today. According to common sense, there is no need to advertise our own company. of."

"But do you know how much Coca-Cola spends on advertising each year?"

Yucheng stretched out a palm and said, "It's a total of [-] million U.S. dollars."

"Moreover, this money is only spent on domestic advertising."

"And it spends as much as $40 billion on advertising worldwide."

"hiss!"

"40 billion US dollars? So much money, is it used for advertising?"

Everyone took a deep breath.

At home, they are still working hard to earn millions of dollars in foreign exchange.

Coca-Cola actually spends so much money just on advertising.

They were both surprised and terrified.

Yucheng was actually very surprised by this number.

When he saw the financial statements of the Coca-Cola distribution branch under the name of the Swire Group, he also had the same surprised expression.

But this is the truth.

Advertising is not just to advertise widely, but also a way of communication between products and customers, and it is also a way of communication with the lowest price.

"The continuous appearance of Coca-Cola advertisements is equivalent to constantly maintaining the public's attention, which can stand out among the products and similar products, and increase customers' purchase, trial and word-of-mouth communication of the products.

Yucheng said solemnly: "So, don't be reluctant to invest in advertising."

"Be clear about a concept!"

"What we are doing is not advertising, but giving consumers a reason to buy, a reason that can convince them psychologically."

"As for how to dig out such reasons, when there is no obvious difference between similar products, it becomes an inevitable choice to look for differences outside the product, and the purpose of our advertising company to make advertising information and spread it is essentially a persuasive strategy. Show this 433 difference to the beautiful."

"Through advertising, we can change a certain concept that has been formed in the minds of consumers, prompt them to form a new concept of the product and thus change people's behavior. We can use advertising campaigns to make consumers have a good attitude towards the advertised product and brand, In turn, consumers can be persuaded to buy the product or service advertised.”

For example, advertisements are popular in later generations, and the annual advertising expenses of CCTV alone are as high as [-] billion.

Because of a very simple reason.

When consumers buy a certain product, they often do not necessarily understand its functional characteristics from the cognitive point of view, but have a good impression of it from the emotional point of view. Feeling……

Therefore, if advertising can start with consumers' feelings, it can often achieve unexpected results!

Yucheng finished speaking.

The entire meeting room fell silent, and a needle falling could be heard very clearly.

No one expected that Yucheng would have such a deep knowledge of advertisements.

"I'm convinced, boss, I'm really convinced." Duan Yongpin said: "How to do Xiaobawang's advertisement, boss, please tell me, everyone in our company should cooperate with you."

"Mr. Yu, don't forget our company, our company also needs to advertise."

"Our Chery is too!"

Everyone rushed forward, they all have many competing products, and they urgently need to expand their popularity and hit the market.

Zhang Bofeng also seemed to know Yucheng for the first time, his eyes were shining brightly, he stared at Yucheng without blinking, his eyes were full of admiration.

Zhang Baiqing did not know when he came to his side, and said with a light smile: "How is it, how is the lesson your brother-in-law taught you?"

"Wonderful, wonderful."

Zhang Baifeng turned his head and exclaimed, "Sister, how did you find a man like my brother-in-law?"

"Is there smoke rising from our Zhang family's ancestral grave?"

Snapped!

Zhang Baiqing knocked Zhang Baifeng's head off.

"What? Your sister and I are not good enough?"

As she said that, she stood outside the crowd looking at Yucheng surrounded by the crowd as if she was alone in the world, with a smile on her lips.

(sorry, it's later).

Chapter 0288: Horror Million Dollar Bonus, National Game Competition (Full Book, Customize)

There are many companies and products that need to be advertised, but in the end Yucheng only identified three products.

They are Xiaobawang game consoles, Haojue motorcycles and Chery Hongguang automobiles.

Needless to say, the Xiaobawang game console has already been put into production, and it has become famous all over the country because of the acquisition of Lianhua in Bend Island.

Now to advertise again, one is to consolidate the market.

The second is exactly what Yugong Yucheng said, to provide consumers who want to buy game consoles with a consumption demand and persuade them to consume.

Knowing the product brand is not enough, you have to make them realize that they need this product.

Let consumers increase the demand for products.