2017-11-11

原創觀點

年輕人都不愛看廣告,那我們就不打廣告了?

重新認識廣告——年輕人都不愛看廣告,那我們就不打廣告了? 

今天跟大家談談品牌一個重要的組成部分——廣告。廣告是傳播(推廣)的其中一種方式,在整個品牌及營銷體系中非常重要。但是最近有很多觀點出現說廣告“無用”。其實所謂“廣告無用”論并不是最近幾年的觀點,從商業出現到營銷學形成,廣告的罪惡性一直伴隨著,廣告無用論的觀點也一直存在,并不是這個時代所特有的。首先我們先聽聽廣告無用論的邏輯。

 

現在年輕人都不喜歡看廣告,可誰愛廣告呢? 

前幾天有幾個客戶跟我說,現在年輕人都不愛看廣告了,投廣告的錢浪費。年輕人不愛看,難道老年人愛看嗎?其實誰都不喜歡看廣告!(別跟我提泰國廣告、杜蕾斯下面會分析)也確實大家看了很多廣告都不會有印象,但為什么還有那么多大品牌大企業都不停地在最貴的地方打廣告,連以前“參與感”的小米都向OV學習大廣告策略,難道那些企業管理者、品牌部都是傻X嗎?

 

廣告的本質是信息服務,評判標準不是受眾喜不喜歡看 

廣告是什么?它是一種信息服務,說通俗一點就是你要找到你的消費者所在的地方,在那里告訴他們,你有一個商品能滿足他們。所以廣告的效果是到達率、傳達率,還有一個非常重要的被忽的略因素——儀式性。喜不喜歡廣告是大家看廣告的理由之一,還有很多我們看廣告的理由,尤其當我們需要購買的時候,就會去找廣告看,比如我們找工作就會看招聘廣告,裝修就會看家具廣告,買房就會關注地產廣告……所以說不喜歡看廣告,那是一個巨大的誤區。而將廣告做成受眾喜歡,那是目的錯了,最終可能會走上歪路。

 

創意評判標準:首先是要告訴別人你是誰 

在這里跟大家分享一下一個創意評價標準:

1、這個品牌是誰?

2、它讓你干什么?

3、你會不會干?

4、原因是什么?

結果很多廣告第一條就沒達標。很多讀者又會提疑問:我把廣告做成別人喜歡看的樣子,然后再露出產品不是更好嗎?那你還得考慮流失的人,這個真的很重要,小編最近在買家具,有一家網店的床不錯,然后我想在這家店再買一個床頭柜,結果這家店的分類寫著:器、物、幾……這些裝X的詞,我一時都不清楚什么是什么,然后就默默地出來了。

購買是一個選擇過程,優先告訴別人你是誰,給消費者什么購買理由,就能讓消費者快速決策,進而優先被購買。所以各位審視下自己的廣告,有沒有直接告訴別人你是誰,賣什么產品?這樣受眾看了才會決策行動,而不是哈哈一笑,就沒然后了。

 

正確認識泰國廣告和杜蕾斯廣告 

首先我們看到的泰國廣告并不是泰國廣告的真相,這些戲劇性很強的廣告全是在最便宜的時段最便宜的電臺播放的,也就是說像黃金時段、央視、衛視是不播放這些廣告的。而且一位泰國的朋友告訴我泰國廣告大部分跟國內的腦白金廣告沒什么兩樣。這說明什么?說明這些投放廣告的人自己都不相信這個廣告效果啊!

還有泰國廣告就是典型的“創意”強過品牌和產品,而且這種廣告沒有可持續性,很多人看過一遍就不看第二遍,沒辦法積累品牌資產。而且廣告應該是無意識的藥丸,在受眾無意識的情況下接收到內容,才是最有效的。

至于“廣告只服杜蕾斯”,我就奉勸一句杜蕾斯不是想學就能學的。首先產品的屬性決定了,如果一個賣輪胎的,學的再像也沒有這種效果。而且你要明白,由于政策原因,杜蕾斯是沒辦法投放大廣告的。通過社交媒體,內容建設吸引人其實也是“無奈之舉”……

最后分享一下小編是如何看到泰國廣告和杜蕾斯的。小編不把這些歸為廣告類,而是內容,可以是一個故事,一個笑話,一個段子,而不是廣告。因為廣告是信息服務,是找到你的消費者所在的地方,在那里告訴他們,你有一個商品能滿足他們。

 

明白廣告的原理,做一勞永逸、一本萬利的事 

廣告起效的原理,并不是說你喜不喜歡看這個廣告,而是這個廣告的信息能否影響你。當然,如果你能夠做到消費者特別喜歡這個廣告,還可以去傳播這個廣告,自然是更好的。

但你不能以這個為標準,因為你可能做不到,或者說做出一個消費者特別喜歡的廣告,是非常非常難的。既然非常難,那你是不是要去做一個更容易的事情呢?

所以巴頓的品牌方法是做一本萬利的事,將所有事當作一件事來做,無論是品牌戰略、品牌設計還是廣告,每一個動作都能積累品牌資產,形成品牌的長效投資。這才是真正的降低成本。

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