Advertising strategic issues are macroscopic and long-term, and ordinary copywriters rarely encounter direct participation in decision-making. What has a direct guiding and unifying effect on the writing of advertising copy is the advertising strategy defined as “the countermeasures and application methods, methods and special means adopted to achieve advertising strategic goals”. Advertising strategy in advertising planning
The book analyzes, predicts, and stipulates in detail the methods and methods of advertising campaigns, creative concepts, performance themes, media combinations, target definitions, etc. in the form of text. Although it is impossible for advertising strategies to conduct very specific research and implementation on advertising performance, especially the theme determination, language expression, and structural arrangement and combination of advertising copywriting, if the advertising performance does not follow the provisions of the advertising strategy, the advertising will be The performance deviates from the advertising strategy, the provisions and direction of the advertising strategy, and ultimately fails to achieve the advertising purpose.
1. Grasp the content of advertising strategy
Advertising strategies are sometimes determined by advertisers themselves, but at present the actual operation of advertising is mostly undertaken by advertising companies to select and determine advertising strategies. Once the advertiser has the intention and decision to carry out advertising activities, he contacts the advertising company and decides to be represented by a certain advertising company. After the selected advertising company has made a series of contacts with the advertiser and has a considerable understanding, investigation and in-depth research on the advertiser's advertising purpose, advertising content, product characteristics, etc., the first important step is to conduct advertising. Strategy selection and determination.
The determination process is generally that the advertising company sets up a project team and the project team carries out the operation. The project team is generally composed of AE (business executive), planners, copywriters, artists, media contact and combination personnel, financial budget personnel, etc. Project team members determine and make decisions on advertising campaign strategies through various methods. But this decision is still an invisible component that only exists in the minds of the project team members. One of them needs to write down the strategic thoughts in his mind to form an "advertising plan". Therefore, the advertising plan is the materialized form of advertising strategy and the text form of advertising strategy. This text is a mother text for the actual development of subsequent advertising activities, in terms of behavior, methods, approaches, etc. Once this master copy is approved by the advertiser, it can be put into practice.
However, the advertising plan is just a definition. An "advertising plan" is required. According to the "advertising plan", the implementation time, location, method, personnel arrangement, advertising work production, media combination, etc. of each stage of advertising activities are carried out. Specific implementation. In specific operations, members of each project team must follow the advertising strategy formed by the advertising strategy.
Write down plans and advertising plans, and complete your work to the letter.
Copywriters are no different. This is just as Dr. Yang Chaoyang, a well-known advertising expert in Taiwan, said: "When writing advertising copy, at first glance you can see two completely different opinions. First, copywriting is produced by pure creativity and is the uniqueness of an individual. It is privileged and does not allow others or other things to intervene. It is completely the product of the autonomy of creative personnel. Secondly, the main function of copywriting is to visualize the intention of the advertiser, and it is only a part of the advertising work; at the same time, in order to take into account both. The overall balance of advertising works must be compulsorily subject to partial constraints.” ① It can be said that the former is not a claim that the writing characteristics of advertising copy should have, and the latter is a conscious submission of copywriting to advertising. Under the sect of strategy.
Therefore, before writing copy, copywriters should ask the following questions based on the advertising strategy:
1. What is the information content of the advertising campaign - is it a company, a product, or a service?
Service?
2. What is the purpose of the advertiser's advertising activities - to expand the company's visibility, increase the reputation of the product, or to directly cooperate with the product's promotional activities to promote sales?
3. Who is the target audience or target consumer of the advertising activity - what group characteristics and personality characteristics does he or she have? What are their lifestyle, consumption patterns, cultural literacy, reading or acceptance of external things?
4. What is the role of advertising copy in the entire advertising campaign - brand construction? Concept formation? Functional display? Reflection of added value?
5. What is the communication medium of advertising copy - newspapers and periodicals that rely on reading, radio that only appeals to hearing, television that only listens and hears? Or the new Internet?
6. What are the time and layout regulations in the advertising media mix and media use strategy? How many pages and what time is the print advertisement? What location and media are the outdoor advertisements? How much time and what time period is the TV advertisement and which area is it targeted at?
7. Delivery and release time of advertising copy - In advertising planning and advertising planning, when is the completion time and release time of advertising copy?
In the text form of the advertising strategy - the advertising plan, in the advertising plan that makes specific arrangements for the advertising strategy, the above problems can be completely solved. Because although advertising strategies are ever-changing, a qualified advertising campaign strategy plan must have the following strategies:
1. Advertising market strategy - Based on the characteristics of the advertising purpose, selective determination of advertising target market strategy, market expansion strategy, market penetration strategy, market development strategy and other strategies.
2. Advertising product strategy - positioning the advertiser and developing strategies based on the different life cycles of the product. Such as the positioning strategy of enterprise products among similar enterprises and products, product differentiation strategy, product life cycle strategy, etc.
3. Advertising media strategy—media combination strategy and single media strategy.
4. Advertising timing strategy - the time strategy for advertising activities, the period, timing, sequence, and frequency strategy for the release of advertising works.
5. Advertising performance strategy - advertising appeal strategy, advertising creative expression concept decision, advertising expression style strategy, etc.
Therefore, advertising strategy has a decisive restrictive effect on the writing of advertising copy. Only when copywriters consciously grasp advertising strategies and write according to advertising strategies can they write copy that interests consumers and truly achieves advertising effects. On this issue, the article "Not all print ads make people feel like they have something to say"① written by Shanghai Ogilvy Advertising Company is a guide on how to grasp advertising strategies in copywriting.