Advertising campaign in favor of maintaining the brand's youth and vigor

brands and products, has its own life cycle, and some scenery brand two years away, some 100 years after the brand continues to maintain the vitality of youth. To maintain a youthful brand there are many ways: the creation of new symbols, change the brand positioning, innovation can also be the introduction of new products, or spread the slogan of change, or change the brand name, or to an innovative new integrated marketing to promote re-packaging . The purpose of all kinds of ways like nothing more than brand image is not aging does not reduce the charm. However, each method requires putting in a lot of manpower and resources, but also a way not all successfully, we must assume certain risks.

advertising campaign and the same brand can maintain the vitality of youth, and it needs a core of creativity, a unifying theme, you can at different times and different locations for different consumers different The methods and manifestations, but also an extension of the performance of different ideas. By doing that series can ads often a new experience to consumers, but also can maintain a youthful brand. For example, parts of the world's best-selling Coca-Cola and Pepsi, they have their own position, every year, according to the unchanged position of the transformation of a different ad. Almost all focused brand, and its brands that are changing with the times and constantly evolve, Coca-Cola in a hundred years of history of the development of its brand to continue to advocate a new look, and the product Inject new culture, from the first "Coca-Cola drink" to 1920's "stop for a while, relax," to 1980's "An irrepressible feeling" to "live a really wonderful", Brands that have held the pulse of the times, expressing the voice of society and consumers.

Of course, not all of the ad campaign are all effective ways to enhance the brand image of the poor who may have played a series of ads backfire, then it is necessary to produce good advertising campaign to give full play to its In the spread of brand advantage.

Advertising products that make people more brand positioning

as from the same theme into a series of ads has its own position, the position in the consumer demand for the limited psychological space to find an effective position to do a good job in advertising, we must first understand the consumer, the consumer is rational and Emotional, cry-a single ad is no longer sufficient to attract, they move, on the contrary, step-by-step, the subtle indoctrination of the main general to resonate. Cold medicine market competition, have a variety of targeted full of cold medicine market as a whole. Quite annoying cold, headache, stuffy nose, sneezing, influenza is not terrible, terrible mistake because of flu and a major event. "Critical moment" is a cold-sensitive consumers, and "fast" is the key to winning a cold medicine. As a result, around the Sea King, "a critical moment, soon, soon, soon," the theme of the ad creative interpretation. "Part shaved," "marriage papers", "winning articles" and a series of television advertisements broadcast on television, "a critical moment, how can a cold," comics from the column, "The Adventures of tiger's mouth", "unlucky bird," "I'm afraid of women Nurses, "and so on ad comic look at people after the Renjunbujin," you send me sneeze of the "assembly line of creative advertising campaign, a series of ads on the same subject at different times in different ways of interpreting, the Sea King's ad campaign Charm to play the extreme, and Sea King also became famous.

Advertising campaign will help shape the brand culture and communication

ads not only provide product information, but also exerts a subtle shaping of a brand or cultural values. Cultural heritage and values rather than the formation will take time, a lot of campaign ads on the main body of a culture of color and content, such as the Guangzhou Olympic Park South "campaign on home" in the dissemination of a cultural movement, a movement , The concept of healthy living. At the same time, due to the series of ads to diversify, making series of ads in the cultural heritage has played a unique advantage.

advertising campaign to disseminate the culture usually the result of two, is one of the cultural infiltration, where the most successful example is the aforementioned absolute vodka advertising campaign. The series of more than hundreds of times over, and each ad is from a creative point of departure in order to vodka bottle shape design elements for Lenovo to start, hard to bottle their own sub-frame in the countries and peoples of the world has a long, good, well Well-known symbol of the culture, to create a lot of both of these countries to highlight the characteristics of local architecture, unique products, such as culture, and so is the vodka bottle shape with its ingenious blend of success stories, but also to create a unique brand of vodka.

Second, the ad campaign through the constant indoctrination and the maverick can establish a new culture, you can create a new way of life and values so as to create a unique brand personality. Use of the advertising campaign to shape the brand personality of many examples, the most representative of Taiwan's ideology of a series of forbidden advertising works, joking a bit, a little fun, but also leave more philosophical mean, it's a series of ideological ad In terms of style or artistic expression from the text or have maintained a high degree of unity. For example, a spring ad listing "With the chest, you also need? Head, to cultivate quality clothing store, bookstore display garment ... ..." in the bookstore environment, a Cold look, the look is full of wisdom Old men sat on a chair, wearing a beautiful behind is the right woman in his marching around the elegant walking pace, a strong cultural atmosphere began, the narration is simple, but wealth to the philosophy of cold-key image processing , The normal performance of the different methods, the unique concept of the screen. ZTE ideology department store advertising campaign, the surface looks extremely messy, and the lack of contact, which is also incredible, unusual clothing, but they are intrinsically linked and unified style, and some through the inner monologue of a unique, dynamic space-time jump, as well as advertising Non-performance logic to show the complexity of modern psychology, and some people are entirely the performance of the subconscious, with the intention of symbols, patterns performance of the inner world of characters. Sunrise Department Store's advertising campaign is not the same subject, but he is still a series of face-lift on the market, discounts on clothing, on the corporate image on clothing culture, the concept of spending on such topics as they perform a series of ads. They have the same style of creative expression, the information is the same style of a cultural phenomenon, it is because of the unique character of the performance of the ad campaign, the Sunrise Department Store created its own unique brand personality, and then the performance of modernism also established An alternative culture, belonging to the independence of the Sunrise Department Store brand culture.

Ads will help enhance the brand image and enhance brand charm

any product brand can be built to rely on advertising, design and the decision will have a direct image of the brand is good or bad. A single ad to successfully establish a brand image, the need for good ideas, design and production, and also the need for the training time, increase the frequency of the ad seems to be the only way, but consumers can easily lose their freshness , Would be annoying to see, even the best creative advertising will become worthless, so advertisers often very easy to transform the image of advertising, advertising style and theme of the ads, often with a new image to replace the ad has been successful And also the image of the continuing value of the image, the result is halfway, wasted, but more importantly a waste of a lot of human and material resources. The ad campaign is different, unique and creative performance of the theme of "diversity" "quantitative" and often can play effectively.

First of all, the ad campaign, "the theme of" innovative. A good theme ideas can be born in the style of many of the same campaign, you can not grasp what it would be, but it was left to the imagination is more space. We take a look at "Hamlet" series of ads: In a TV ad, the protagonist of the new girlfriend making laugh, her hand to touch the intimacy of his head, actually knows his wig sweep To the plate. Another ad simpler, first to see a man hurriedly into the field of Budget at the beginning of the toilet, then a dog came out from the toilet and toilet paper the more mouth mouth running farther, so that when depressed men How the Department? Only a smile to your Shen Yi's "Hamlet" cigar. The two ads have a unifying theme: life is hard to avoid a rough Fortunately, there is Hamlet. Such a simple word, in the majority of the audience smile with pleasure, but also can play to their imagination, their own quiet of a silent, to the laughter of life at the same time bear in mind the brand image of Hamlet.

Second, the ad campaign through a unified theme, similar to the style from different angles, so as to the performance of different ways through different media, to convey the brand positioning of the different ad groups. Advertising campaign through a variety of performance, Duoliang through advertising in constant contact with the imagination and the constant indoctrination to make it easier for audiences to understand and accept advertising, so that the brand image of continuous accumulation. "Church's looking for an excuse to eat fried chicken" as the theme of the ad campaign, the first description of the grandfather to take off their clothes at home, so that family members think he was embarrassed, not let him sit down and have dinner, in fact, the grandfather The trick to succeed, he can taste the flavor of fried chicken, and his exact taste. The second description of the stolen children smoking cigarettes, and deliberately let his father see that the angry father let him eat on the table, meaning children are together - church 's fried chicken, and his exact taste. This series of ads for the same theme through different story characters, completely different generations, different consumer brand positioning to spread.

series of ads not only have a core of creativity to make a strong backing, as well as changing its methods and forms of expression, often a new experience to consumers, while maintaining the old style of advertising, so that For the accumulation of brand image has played an important role.

Advertising brand in the dissemination of advantages

brand is the largest enterprise development capital, as long as the continuous improvement of quality and credibility of its cumulative value, it will be able to enjoy high returns. In reality the activities of the purchase, for consumers, "reliable" "saving" and "fashion" and other considerations, the identification card to buy are quite common. When faced with similar consumer goods of all brands, can be understood only by the mass media, which is widely reported that part of the brand. From this point of view, ads can be said to shape the brand image to promote sales of long-term stability of an important means. Good creative advertising can cause people to think of a good brand, but a good number of creative ads aired more easily arouse resentment. And there is one type of ad is not often that happens, this is the series of ads.

series of so-called ad refers to the media in the same or different media turns on the spread of a group of advertisers, and advertising group that is based on the same subject or the same style and the development of more than more than one creative performance. If the world-famous AbsoluteVODKA (no vodka) series, the Bank of the Philippine Sea King "embarrassing sneeze" series, the Olympic Park South "campaign on home" campaign theme, as well as the Budweiser of the same "Ant" series, and so on. Advertising campaign with a single ad, compared with a creative continuity, the expansion of space-time, multi-media projects difference, because of this, it is far more single-brand advertising in the dissemination of the results in a more lasting and more effective . Specifically, the series of ads in the brand has spread in all these areas.