The principle of broadcasting, I broadcast a thing and let it spread itself.
The key to communication is not broadcasting, but transmission. It is necessary to spread one word to ten, cross to a hundred and a hundred words to a thousand.
Therefore, it is not that I say a word to my client, but that I design a sentence for him to tell others that I want to design this eulogy for it.
Communication arrival rate: how many customers can an advertisement reach? Generally, the cost of thousands of people is calculated.
Transfer rate: How many customers can the content be transferred to? The transmission rate is 10 times.
How to create advertising language according to communication rate?
1, you can sing: oral English
2. Widely spread: quickly spread throughout the country and even the world.
3. Long communication time: It is best to spread for a thousand years, at least a hundred years. A century-old brand needs a slogan that can spread for a hundred years.
The key to advertising creation is to think in words, in spoken language and in hearing.
Principle: Why use spoken language instead of written language?
Spoken and written language is the basic subject of philosophy of language.
According to Saussure's general linguistics, there are two linguistic credits: linguistic linguistics and verbal linguistics.
In speech linguistics, pronunciation is more important than words, which appeared much earlier than words and is the oldest way of communication.
In the stimulus-reflex mechanism of nervous system, people's memory, recognition and conversion of speech are much higher than those of words, and words themselves need to be converted into speech to be accepted by people.
Oral pronunciation, mouth can talk, ears can listen, eyes can see.
Written language belongs to words, vision and eyes. Therefore, the written language has only the arrival rate, but no transmission rate.
Advertising, speaking spoken English, using jingles, using songs.
In terms of communication rate, oral "jingle" is a formula.
Brand super symbol is an information compression package. When we package and upload information, the most effective containers are super symbols and brand proverbs, that is, jingles.
People have a natural trust in oral cliches, and jingles can bypass people's psychological defenses and sneak into people's minds directly.
Psychology calls this phenomenon hypnosis, which is believed by some fixed sentences or rhetoric. Because rhyme is catchy, it is easy to ignore logic, connect things before and after, and add rhyming short sentences to facilitate memory and dissemination. If you repeat it more, people will firmly believe it. This is the spread efficiency of jingles.
Lyrics are easier to remember when they are embedded in the melody. So it is more effective to sing the jingle.
The secret of advertising language creation: suppose there is no text.
If consumers don't understand, and you don't understand, how should you express and recommend your products, so that the things created in this way can be broadcast with the highest efficiency.
A century-old brand should have a century-old slogan.
The advertising language quality standard created by Huahehua is a century-old quality standard.
How to test whether a slogan can be used 100?
Put a slogan from a hundred years ago and see if it can be used a hundred years ago. If it worked a hundred years ago, it will probably be fine after a hundred years.
For example, this year is 20 19, then put the advertising language in 19 19 to test.
"Love cleanliness, live in Hanting", and put it in a hotel on 19 19.
"After drying for 180 days, the soy sauce in the kitchen is delicious and fresh". 19 19 is no problem.
"Knowledge is harvest", the prototype comes from Bacon's Knowledge is Power 400 years ago. It has been successfully circulated for 400 years, and it can be used for another 400 years with high probability.
Goose, Goose, Goose, Goose Lady is based on a poem written by Luo 1300 years ago. Customers can read it at a glance and are full of praise.
Principle of signal energy: The stronger the signal energy, the greater the reflection.
First, all human behaviors are stimulus reflex behaviors;
Second, the stronger the energy of the stimulus signal, the greater the reflection.
Therefore, the signal energy principle of the third principle is related to the first principle.
According to the first principle, the basic principle of communication is the stimulus reflex principle, which sends out stimulus signals and seeks action reflex.
The third principle says that the stronger the stimulus signal, the greater the motor reflex.
The more expensive the medium, the stronger the signal energy.
For advertising media, the more expensive the signal, the stronger the energy, and the more expensive the media, the better the effect.
1, explained by economics: "Buy only the expensive ones, not the right ones"
Advertising is a signal sent by enterprises to customers in order to solve information asymmetry;
The signal must be expensive enough. If the signal is not expensive enough, the signal is invalid.
2. Communication interpretation:
Mcluhan said in Understanding Media that the media is information, and the media itself is the strongest information.
Therefore, when choosing a platform, a brand must choose one that matches its own brand, temperament and image. It will convey the brand, its determination, ambition, self-confidence and commitment.
3, super symbols, oral rhetoric, access to the original power of the cultural matrix, but also gathered the greatest signal energy.
The longer the repetition time, the stronger the signal energy.
The way to strengthen the signal energy is to repeat it. The longer the repetition time, the stronger the signal energy.
The pursuit of most advertisers:
1, pursuing creativity and not releasing commodity signals.
2, the pursuit of elegant taste, forget the commodity signal.
3. Pursue accurate delivery, do not advertise, and narrow the scope of notification.
How to strengthen the signal energy of advertising?
1, the font should be large and the sound should be loud.
The font is bold, the audience is far away, the volume is increased and the audience is obvious. Gentlemen are the same, good at amplifying signal energy.
2, the color should be pure, and the contrast should be large.
Try to use contrasting colors, solid colors and spot colors.
3. More influential and expensive media.
Accurate transmission often leads to insufficient signal energy. The narrower the advertisement, the weaker the signal energy, and the more advertisements, the stronger the signal energy.
Advertisements should be "wide". From the principle of Sun Tzu's art of war, it is an overwhelming investment. What we need is to make the brand successful, not to save advertising expenses.
1、
Jiang Nanchun said: A good advertising language depends on whether customers recognize it, whether employees use it or not, and whether opponents hate it or not.
Customer approval or disapproval means acceptance or non-acceptance. The jingle is simple enough, easy to remember and easy to be recognized.
Whether employees use it or not depends on whether employees will tell customers this when promoting it, that is to say, it is a mass media, and it is ineffective without advertisements.
Whether your opponent is annoying depends on whether you occupy the position he wants to occupy at once.
2、
We will have a subconscious mind. A generation has a generation's growing background, which makes them have different needs, different values, different emotions and so on. The target audience will be studied when spreading, and the audience will be subdivided into 95, 00, 05 and once every five years.
In this case, probably no brand can accumulate its own assets.
In the long run, brand equity comes from repeated investment, repeated 100 years. In ordinary content, it is brand equity. The key point is to grasp the foundation and insist on investment.
3、
Advertising is like taking medicine: the medicine cannot be stopped, the medicine cannot be changed, and the dose cannot be reduced.
4、
I have done media implantation, and I often say that half of the money spent on media implantation is wasted. The point is, I don't know which part. There is a concept here that is essentially wrong, that is, advertisements are only delivered to target consumers.
But where is the target consumer and why is he called the target consumer? If Rolls-Royce's advertisements are only aimed at those who can afford them, no one will buy them. Because the extra identity value is gone.
Therefore, it is still necessary to make it widely known and recognized by more people, so that the product will have brand value and accumulate brand assets, otherwise it will easily fall into the struggle of reducing costs.
5、
There is a way to win the trust of others in game theory, which is called signal transmission. The bigger the price signal, the easier it is to win the trust of others.
The principle of signal energy is the same as the signal principle in game theory. To make others believe you, you have to send a signal of sufficient cost.
6、
The core of choosing a better way of brand communication lies in saving more important resources-time.
Super symbols and colloquial idioms allow consumers to identify quickly and save time.
The more expensive the media, the stronger the signal and the fastest way to cover the most people.
Constantly brushing the face and repeating it reduces the cognitive cost of consumers.
Judging from the final effect and the function of achieving the goal, this is the most cost-saving approach.