Question 1: How to enhance the audience's memory of advertisements? 1. Improving consumers' understanding of advertisements is an important way to remember advertisements, and the basis of meaning memory is to let consumers understand the contents of advertisements. An advertisement should make people understand at least three aspects: purpose, use method and purchase method. 2. Make full use of the advantages of image memory. In human memory, the ratio of language information to image information is 1: 1000. Therefore, making full use of image memory is a major strategy of advertising. 3. There are two ways to reduce the amount of advertising memory materials appropriately, namely, absolute reduction and relative reduction of memory materials. The absolute reduction of memory materials is to reduce the absolute amount of memory materials in advertisements. Relative reduction refers to sorting in blocks according to the principle of memory psychology when memory materials are incompressible. This is equivalent to increasing some understanding, which means that the materials needed for memory are relatively reduced. 4. Guide people to use correct advertising memory. 5. Repeating advertisements in time, broadening publicity channels and using appropriate repetition and variation of advertising information are important means to enhance advertising memory. 6. Set distinctive features to facilitate memory, recall and recall. The so-called setting salient features is to provide clues for memory, re-recognition, recall or recall memory process, so that the memory process can be successfully completed. This means that it is closely related to image memory strategy in advertising. 7. Reasonably arranging the continuous position memory of key memory materials of advertisements is a problem of brain coding and storing information. Therefore, when arranging advertising content, we should try our best to make the memory coding process go smoothly, so that the information introduced in the advertisement is in the important position of memory coding: in front or behind, rather than buried in the middle.

Question 2: What are the ways to enhance advertising memory? I think innovative ideas are easier to impress people.

Question 3: What are the ways to strengthen the audience's memory in advertising activities? 15 was an unexpected victory and impressive.

Question 4: strategic advertising strategy advertising strategy-various specific means and methods to realize and implement advertising strategy are the subdivision and measures of strategy. There are four common advertising strategies: product strategy, market strategy, media strategy and advertising implementation strategy. Product strategy mainly includes product positioning strategy and product life cycle strategy, as well as new product development strategy, product packaging and trademark image strategy. I. Product Positioning Strategy The specific application of advertising product positioning strategy is mainly divided into two categories: entity positioning strategy and concept positioning strategy. (1) entity positioning strategy The so-called entity positioning strategy is to highlight the new value of goods in advertisements and emphasize the difference from similar goods and the greater benefits they bring. Entity positioning strategies can be divided into efficacy positioning, quality positioning, market positioning, price positioning and so on. Efficacy positioning is to highlight the specific efficacy of goods in advertisements, so that goods are obviously different from similar products, so as to enhance selective demand. It is based on the positioning of similar products, focusing on choosing excellent performance different from similar products. For example, the promotion of Pepsi-Cola in the United States is based on the fact that it does not contain caffeine, which distinguishes it from Coca-Cola. For example, the propaganda technology of red cashmere sweater is good, and the propaganda of blue cashmere sweater should emphasize the characteristics of raw materials. Quality positioning is to position products by emphasizing their specific good quality. For example, Dove soap in the United States focuses on smooth skin. Market positioning is the specific application of market segmentation strategy in advertising, positioning goods in the most favorable market position. Dove soap is positioned as lady soap, which is the specific application of this positioning. The price positioning is because the quality, performance and shape of the goods are similar to those of similar products, and there is nothing particularly attractive to consumers. In this case, advertising can use price positioning strategy to make the price of goods competitive, thus defeating competitors. (II) Conceptual positioning strategy Conceptual positioning is an advertising strategy that highlights the new meaning of commodities, changes consumers' habitual psychology and establishes new commodity concepts. There are two methods: reverse positioning and correct positioning. Reverse positioning is an advertising product positioning strategy to occupy a place in the market competition and attract consumers' attention, sympathy and support with the reputation of famous competitors. The product positioning of most enterprises is to highlight the excellent performance of products, while the reverse positioning is the opposite. It highlights the superiority of well-known products or enterprises in the market in advertisements, indicating that their products are not as good as it, but they are ready to catch up; Or by acknowledging the shortcomings of their products, to highlight the advantages of products. This is a way to arouse sympathy and trust by taking advantage of the social psychology of sympathizing with the weak and trusting honest people and deliberately highlighting their own shortcomings. Right-wrong positioning is a positioning strategy to distinguish commodity markets artificially in concept. The most famous example is the 7-up soda in America. They used the strategy of right and wrong positioning in advertising, and divided drinks into two categories: cola and non-cola, thus breaking through the situation that Coca-Cola and Pepsi monopolized the beverage market and making the enterprise achieve unprecedented success. The product positioning strategy of advertising can also be used for enterprise positioning and labor positioning. According to the marketing strategy, product differentiation, market segmentation and product life cycle stage, it is an effective strategy to determine the most favorable appeal position of advertising. The application of this strategy directly affects the advertising effect. Second, the product life cycle and advertising strategy Any product usually has a life cycle, but the length of the cycle is different. Products are at different stages of life development, and their technical maturity, consumers' psychological needs, market competition and marketing strategies have different characteristics. Therefore, advertising objectives, focus of appeal, media selection and advertising implementation strategies are also different. In the introduction period and early growth period of products, new products have just entered the market, and the quality, efficacy, shape and structure of products have not been recognized by consumers. At this stage, advertising aims at creating brands and creating new demands for consumers, and implements the strategy of opening up markets. This is the initial stage of advertising. At this stage, we should take notification as the advertising strategy, highlight the difference between old and new products, introduce the relevant knowledge of new products to consumers, make consumers understand new products, thus arouse interest and generate trust, and vigorously publicize the trademarks and brand names of products to continuously expand their popularity. Its purpose is to take advantage of various promotional activities >>

Question 5: What are the requirements for writing advertisements? Advertising is a very broad category. I put forward my views on advertising copy and planning. First, how to write an advertising copy, the requirements and composition of advertising copy

(A) the requirements of advertising copy

1. Accurate specification, point out the theme.

Accurate specification is the most basic requirement in advertising copy. In order to realize the effective expression of advertising themes and ideas and the effective dissemination of advertising information, the language expression in advertising copy should be standardized and complete to avoid grammatical errors or incomplete expression. Secondly, the language used in advertising copy should be accurate to avoid ambiguity or misunderstanding. Third, the language in the advertising copy should conform to the language expression habits and cannot create words that are not known to the public. Fourth, the language in advertising copy should be as popular as possible, and avoid using uncommon and too professional words.

2. Be concise.

Advertising copy should be concise and clear in the use of written language. First of all, the essence of advertising products should be expressed in as few languages and words as possible, so as to achieve effective advertising information dissemination. Secondly, concise advertising copy helps to attract the attention of the advertising audience and quickly remember the advertising content. Third, try to use short sentences to prevent the audience from being disgusted with long sentences.

3. Vivid image and creativity.

Vivid images in advertising copy can attract the audience's attention and stimulate their interest. Foreign research data show that the percentage of words and images that can attract people's attention is 22% and 78% respectively. Words that can evoke memories account for 65% and images account for 35%. This requires the use of vivid, novel and unique language with certain images.

4. Beautiful and fluent, catchy and easy to remember

Advertising copy is the whole idea of advertising. For the advertising language that appeals to hearing, we should pay attention to its beauty, fluency and beauty, so as to make it easy to identify, remember and spread, thus highlighting the advertising positioning, expressing the advertising theme and advertising creativity well and producing good advertising effects. At the same time, we should also avoid excessively pursuing the beauty of language phonology, ignoring the theme of advertisements, copying mechanically, far-fetched, and harming the meaning because of the text.

(B) the composition of advertising copy

Advertising copy should be composed of advertising title, advertising text, advertising slogan, advertising image and advertising voice.

Advertising copy consists of title, subtitle, advertising text and advertising slogan. It is a literal expression of advertising content. In advertising design, copywriting is as important as graphics, graphics have early influence, and advertising copywriting has a deep influence.

Advertising title: it is the theme of advertising copy and often the focus of advertising content. Its function is to attract people's attention to advertising, leave an impression and arouse people's interest in advertising. Only when the audience is interested in the slogan will they read the text. The design forms of advertising slogans are: information, questions and answers, imperative sentences, news, slogans, suggestions and alarm bells. When writing advertising slogans, the language should be concise, easy to understand, easy to remember, clear and novel, and the number of words in a sentence is generally within 12.

Advertising copy: advertising copy is to increase consumers' understanding and understanding of products and services with objective facts and specific explanations to convince people. The writing of advertising copy makes the content true and easy to understand. No matter what theme style is adopted, we should grasp the main information to describe it, and be simple and clear.

Advertising slogan: Slogan is a strategic language, whose purpose is to make consumers master the personality of goods or services and make the spirit of other enterprises in the domain different through repeated and identical performances. This has become an indispensable factor in commodity promotion. The common forms of advertising slogans are association, metaphor, promise, reasoning, praise and command. The writing of advertising slogans should be concise, clear in language, creative, interesting, easy to remember and easy to read.

Advertising planning book model

According to the main points of advertising planning, referring to the general mode of marketing planning and the format of advertising planning summarized by many advertising planners in practice, this paper provides readers with the following general mode of advertising planning content and structure.

Cover: A complete advertising planning text should include a cover with exquisite layout and complete elements for readers.

Good first impression.

List of advertising planning groups: Providing a list of advertising planning groups in the planning text can show advertisers the degree of regularization of advertising planning operations and also show the attitude of being responsible for the planning results.

Directory: > >;

Question 6: the secret of memorizing words: repeating words with high frequency like advertisements is really a stupid way to remember words, but it will last longer. In fact, memorizing words requires you to accumulate constantly every day. The brain has a forgetting curve. At first, you will remember these words, but no matter the time, you forget them. So I need you to look back. The first review can last for 3 or 4 days, then slowly review for a week, then come back 10 days and then remember for half a month. Slowly, you will find that the later you go, the faster you remember. After a long time, it will be printed in your mind, so words need to be memorized repeatedly. This is a method. In addition, you can also put words into the article to remember, and the scene memory is faster. Besides, you can make your own sentences or articles with the words you remember. I am deeply impressed by my sentences. Method Qian Qian Absolutely, find your own, or several methods can be parallel. The key is to act on your own and make full use of every minute. Come on!

Question 7: Briefly describe the function of memory in marketing activities. To understand the relationship between marketing 4Ps, I think we must have a deep understanding of the concept of "marketing mix". -Marketing factors are a multi-level combination, and the four marketing strategies of 4P are a big combination. There are many specific marketing factors in various marketing strategies, forming four smaller system combinations or sub-combinations. If four factors are selected from many specific factors contained in each marketing strategy, then 16 factors form four sub-combinations. Around the target market, the marketing activities of enterprises will form an open system. Enterprises can choose the best combination from various combinations to meet the requirements of external environment and target market. Therefore, 4P is the four main marketing factors summarized in the marketing mix, which is a dialectical relationship, a relationship that promotes and restricts each other. The specific analysis is as follows: First of all, it should be pointed out that these 4Ps do not exist independently in marketing. 1960, McCarthy put forward the famous "4P combination", which summarized these four marketing factors for the first time. They are a combination, a whole! It's important to realize this! McCarthy believes that enterprises engaged in marketing activities, on the one hand, should consider the various external environments of enterprises, on the other hand, should formulate marketing mix strategies, and through the implementation of strategies, adapt to the environment, meet the needs of the target market, and achieve the goals of enterprises. McCarthy drew a marketing mix model, with a certain consumer group as the center, that is, the target market, and four controllable elements, namely, product, place, price and promotion, in the middle, that is, 4ps mix. Here, the product is to consider developing suitable products for the target market, selecting product lines, brands and packaging. The price is to consider setting a suitable price; Site selection refers to arranging transportation and storage through appropriate channels and sending products to the target market. Promotion refers to considering how to inform the target market of appropriate products at appropriate prices, including promotion, advertising and training salesmen. The outer circle of the diagram represents the external environment of the enterprise, including various uncontrollable factors, including economic environment, social and cultural environment, political and legal environment, etc. McCarthy pointed out that the elements of 4ps combination will be influenced and restricted by these external environments. By 1964, American marketing expert Bowden put forward the concept of "marketing mix", which refers to the activities of marketers to comprehensively use and optimize various controllable factors to achieve their marketing goals. "Marketing mix" is the basis of making enterprise marketing strategy, and a good marketing mix can ensure that the enterprise can meet the needs of consumers as a whole. "Marketing combination" is a powerful means for enterprises to deal with competitors, and it is the basis for rational distribution of marketing budget expenses of enterprises. Therefore, I think, to understand the relationship between marketing 4Ps, we must have a deep understanding of the concept of marketing mix. Characteristics of marketing mix As a very important marketing management method, marketing mix has the following characteristics. (1) Marketing mix is a combination of variables that constitute the independent variables of marketing mix 4Ps, and it is the decisive factor that ultimately affects and determines marketing benefits. The final result of marketing mix is the function of these variables, that is, the dependent variable. From this relationship, the marketing mix is a dynamic mix. As long as one of the elements is changed, new combinations will appear and produce different marketing effects. (2) Hierarchical marketing mix The marketing mix consists of many levels. Generally speaking, 4Ps is a hodgepodge, and each P contains several levels of elements. In this way, enterprises are not only more specific and practical, but also quite flexible when determining the marketing mix; You can not only choose the best combination among the four elements, but also arrange the combination inside each element appropriately. (3) Overall Synergy of Marketing Mix Enterprises must accurately analyze and judge the specific marketing environment, enterprise resources and target market demand characteristics in order to formulate the best marketing mix. Therefore, the role of the best marketing mix is by no means a simple addition of the four marketing elements, but an overall synergy. Just like an important prescription prescribed by Chinese medicine, four herbs have different effects, different treatment effects and different diseases. These four herbs are combined together ... >>