What is the goal of the advertisement?

Question 1: What are the classifications of advertising targets? Due to different classification standards and different angles, there are many kinds of advertisements.

1. According to the media, it can be divided into newspaper advertisements, magazine advertisements, TV advertisements, movie advertisements, online advertisements, packaging advertisements, radio advertisements, poster advertisements, POP advertisements, traffic advertisements and direct mail advertisements.

2. According to the purpose of advertising, it can be divided into product advertising, enterprise advertising, brand advertising, concept advertising and public service advertising.

3. According to the scope of advertising, it can be divided into international advertising, national advertising, local advertising and regional advertising.

4. According to the object of advertising communication, it can be divided into consumer advertising and enterprise advertising.

Word-of-mouth advertising refers to people's verbal praise, generally referring to people's comments and oral legends of the masses. General direct selling companies (such as Amway, Tiens, Perfect, etc. ) rely on word of mouth, which is the most common word-of-mouth advertisement.

Question 2: What is the purpose of advertising? Advertising is a kind of propaganda means to convey information to the public openly and widely through a certain form of media. Advertising can be divided into broad sense and narrow sense. Broadly speaking, advertisements include non-economic advertisements and economic advertisements. Non-economic advertising refers to non-profit advertising, also known as effect advertising, such as various announcements, notices and statements of administrative departments, social institutions and even individuals, whose main purpose is to promote sales; Advertising in a narrow sense only refers to economic advertising, also known as commercial advertising, which refers to advertising for profit. Usually, it is an important means to communicate information between commodity producers, operators and consumers, or an important form for enterprises to occupy the market, sell products and provide services, with the main purpose of expanding economic benefits.

Question 3: What is the purpose of advertising? The ultimate goal is to expand the sales of products or services and create income and profits.

Question 4: What does the advertisement include? According to its economic nature, advertisements can be divided into non-economic advertisements and economic advertisements.

2. According to the media, including newspaper advertisements, magazine advertisements, TV advertisements, movie advertisements, online advertisements, packaging advertisements, radio advertisements, poster advertisements, POP advertisements, traffic advertisements and direct mail advertisements.

3. According to the purpose of advertisement, it includes product advertisement, enterprise advertisement, brand advertisement, concept advertisement and public service advertisement.

4. According to the advertising scope, including: international advertising, national advertising, local advertising and regional advertising.

Question 5: What are the classification methods of advertisements? 1. From the direct purpose of advertising, the ultimate purpose of economic advertising is to sell goods, gain profits and develop the business engaged by enterprises (advertisers). But its direct purpose is sometimes different, that is to say, the means to achieve its ultimate goal have different forms. In this way, commercial advertisements can be divided into three categories: commodity sales advertisements, corporate image advertisements and corporate concept advertisements. 2. From the ultimate goal of advertising, advertising can be divided into two categories: for-profit advertising; Non-profit advertising. For-profit advertising is also called commercial advertising or economic advertising. The purpose of advertising is to make a profit by selling goods or services. This aspect of advertising will be discussed in detail below. Non-profit advertisements generally refer to advertisements published through certain media for the purpose of non-profit, mainly including advertisements published in the form of notices, such as finding relatives and looking for you, personnel recruitment, marriage, loss reporting, and meeting notices, announcements, notices, etc. of relevant social organizations, enterprises and institutions. In addition, advertisements related to propaganda ideas and positions published by some groups or organizations and institutions in the form of posters are also non-profit advertisements. 3. According to the coverage area of the advertisement, the influence scope of the advertisement is different because of the different media selected by the advertisement. Therefore, the area of advertising communication can be divided into global advertising, national advertising, regional advertising and regional advertising. 4. According to the different objects of advertisements, there are different subjects for the consumption and circulation of commodities, that is, consumers, industrial manufacturers, wholesalers and social professionals or professional groups that can directly affect consumption habits. Different subjects and objects have different status, so do their purchasing purposes, purchasing habits and consumption patterns. Advertising activities must implement different demands according to different objects, so that advertisements can be classified according to the objects they appeal to. 5. According to the selected media, advertisements can be divided into newspaper advertisements, magazine advertisements, print advertisements, radio advertisements, television advertisements and telex advertisements. In addition, there are mail advertisements, poster advertisements, street sign advertisements and other forms. Advertising can have one form or multiple uses. Advertising forms are complementary. 6. According to the way of advertising appeal 7. The speed of generating benefits according to advertising refers to whether the purpose of advertising is to cause customers to buy immediately or permanently. It can be divided into quick-acting advertisements and late-acting advertisements. 8. Advertisements classified according to different stages of product life cycle can be divided into pioneering advertisements, competitive advertisements and maintenance advertisements.

Question 6: What is the most important thing in advertising? Many times, many people in the advertising industry will be asked such a question, "What is the most important thing in advertising?" Sometimes it's really like being splashed with sewage. It's difficult to answer, because it's usually difficult to give a standard answer depending on the purpose of the advertisement. The answer to this question can be said to be different opinions. I collected relevant information and summarized the following statements for reference (1): to realize commodity value, (2) to promote sales, (3) to build a brand, (4) to realize aesthetic value and cultural value, and (5) to realize a social value. Of course, it is also good and comprehensive. Judging from the history of advertising, it is the product of the era of commodity economy. It has aroused the attention of many laymen to advertising. They are often the people who ask the question "What is the most important thing in advertising?". If an advertiser can't give them a good answer, it's really a waste as an advertiser and his face is not good. Ogilvy, the advertising master, once said: Our purpose is to sell, otherwise it is not advertising. At a glance, what the master emphasizes here is what we call narrow advertising in our daily life-commercial advertising. This kind of advertising form that we contact almost all the time, whether to achieve short-term actual sales goals or to achieve long-term brand image, boils down to one point, that is, to promote product sales and realize corporate interests. Since the purpose is to sell, we should try our best to spread the advertisement to the audience and attract their attention through good creativity and strong visual impact. That is to say, only when the audience first notices your advertisement can it be absorbed and digested, and finally it is possible to be interested in your product. Some people say that 2 1 century is the era of communication power. The key to a good advertisement is not creativity, but whether it has communication power. Only when consumers fully remember and understand your advertised products will they be interested in your products. If consumers don't even remember the specific content of your advertisement, no matter how good your product is and how beautiful your advertisement is, it won't help. Therefore, advertisements must be consumed first, which verifies the famous scholar Baudrillard's statement that "the most important thing for advertisements is to be consumed, not to guide consumption." Of course, we cannot rule out the importance of advertising in guiding consumption, but what we are emphasizing is the most important thing like advertising for consumption. Only on the premise of inferior quality can the ultimate goal of advertising be achieved. I think this view can be applied whether the advertisement you make is an enterprise imagination advertisement, a sales advertisement or a public service advertisement. For example, if the public service advertisement wants to realize its social value, it must be fully remembered and understood by the public, that is, if it is consumed by itself, it can bring social influence and realize its value.

Question 7: What is the function of advertising? What kind of purpose can be achieved? The function of advertising refers to the basic efficiency of advertising, that is, the effect and influence of the content spread by advertising on the object and social environment. Hefei advertising company believes that studying the function of advertising is actually studying what purpose advertising can achieve. American historian Porter described it in his book "The Rich Man": "Advertising has a great influence in society, comparable to traditional systems such as schools and churches; Advertising has great power to dominate the media to create popularity. In this sense, advertising is one of the few systems that can regulate society. " Comparing the influence of advertising on society with the influence of schools and church systems, although it sounds exaggerated at first glance, it is not unreasonable to think about it carefully. With its strong penetration and repeatability, as well as the continuous development of global economy and media technology, modern advertising plays an increasingly important role in social economy and social culture. Let's take a look at the functions and functions of modern advertising from two aspects: social economy and social culture. First of all, the socio-economic function of advertising stems from the needs of the development of commodity economy and serves commodity production and commodity exchange. Although with the development of social life, this form of advertising is gradually applied to other aspects of social life, or people regard other similar advertising activities in social life as advertisements, such as * * * announcements and social release of personal information. And advertising has a wider range of content and significance. But even in modern times, commercial advertising is still one of the most important forms of advertising, so the social and economic function of advertising is the most important and basic function of advertising. The economic function of advertising is mainly reflected in the following two aspects: 1. Promote commodity circulation, stimulate consumption desire and guide consumption behavior. 2. Promote competition, shape corporate image and improve management level. Second, the social and cultural functions of advertising Today's social advertising is not only an economic behavior, but also a unique social and cultural phenomenon. Just like Neil? m？ In Advertising in Daily Life, appleton said: "Advertising is the wallpaper on the social wall, in our daily life and dreams." Modern advertising has penetrated into all fields of social culture and has had a far-reaching impact on people's lives, mainly in the following three aspects: 1. Promote social education and change lifestyle. Enrich popular culture and beautify lifestyle. Promote media development.

Question 8: What is the purpose of the advertisement? For example, the role of notification, this is a new product, consumers simply do not know, then I will tell you through the final advertisement. There is nothing wrong with informing itself, but the question now is what we should inform, and everyone is a little confused about this content. Take the microwave oven as an example. Now that everyone knows what a microwave oven is, I don't need to tell you the product concept of the microwave oven, but what brand of microwave oven I am. When everyone knows what brand to choose, we don't have to tell you what brand I am, but tell the consumer what function is most needed in his optional microwave oven. In other words, when advertising is told in stages, the information we communicate with consumers is different at different time points. Sometimes we want everyone to tell the information to consumers together; There is still some information. We just want to inform consumers ourselves, and we don't need everyone to do it together. Therefore, when the market has not yet started, everyone is willing to say the same thing and encourage and guide the market together; But when the market itself has a choice, enterprises hope that what they say is different from others, thus creating differentiation. In fact, everything in advertising is completed under the guidance of a strategy, which is the marketing strategy. Therefore, when we talk about advertising, it involves marketing strategy and positioning. If there is no previous marketing, then in our advertisements, when and what kind of language should be spoken, the whole performance is likely to be misplaced. Therefore, in terms of time, advertising and marketing are closely related. In addition, each enterprise's advertising resources are different. Advertising is an information body, which is some information that we need to convey to consumers. So since it is communication, we need the media. These are two aspects, but now we often confuse advertising with the media. In fact, the media is the media, and advertising is advertising. It should be said that advertising is a marketing behavior that our enterprise wants to show, and it is a view that we want to tell consumers; The media is a carrier used in our advertising, that is, the carrier of media communication. Then, knowing what to spread and what kind of media to choose are two different things. The content we want to spread must be designed in advance; Next, we need to consider what kind of carrier to convey to consumers, whether it is fast or slow, whether it is used more or less. This choice and application will have a strategic premise. In other words, when an enterprise achieves a certain project through advertising, we have two strategies: one is called media strategy, and the other is called advertising strategy. Generally speaking, advertising strategy is directly related to marketing behavior, and media strategy is directly related to advertising strategy. Now many people are quite confused about these two issues; Once confused, especially in the performance of advertising strategy, nonsense will emerge one after another. Many advertisers are thinking, "I want the best visual effect, just like a big international company." In fact, these advertisers don't know what kind of corresponding content should be expressed at what stage. The characteristics of their industry and the information they want to convey are absolutely different from where you are now, so logically speaking, the visual information they want to convey should be different. In addition, the strength of each enterprise is different, and the maturity of each industry is also different, so it is wrong for you to use the visual expression of maturity in the growth period. Therefore, advertising must understand the market and marketing, as well as the positioning and future development of the enterprise itself. Only by understanding these, can we know how to embody and display our products, and consumers can better understand, understand and accept our products.

Question 9: What is the theme of the advertising theme? The theme of an advertising theme can be started from three aspects: 1) the demand for information, easy to understand and consumer psychology; 2) Personalization of theme information attracts people's attention 3) Advertising goal is also the key to the theme and a unified whole. Health, safety, fashion, love, honor, status, beauty, social happiness, legal economy, etc. I hope I can help you.

Question 10: What is the advertising target? 10 points At each stage of the product life cycle, the purpose of advertising is different.

According to the purpose of each stage, set the advertising goal, achieve the advertising goal through a series of activities such as promotion, and finally review the degree of achievement of the goal.