Chapter 322 won’t be yours, right?
Hong Xiaoqiang looked at the back page of the advertisement on the projection screen, which was the logo of "Fu Yanjie".
He couldn't help but think of the website page of Xu Chen's company he saw last night, which naturally had Fu Yanjie's logo on it.
Hong Xiaoqiang scratched his head and couldn't help turning his head to look at Xu Chen.
Professor Ni Zhi cleared his throat, smiled and said:
"This advertisement has been intensively placed in major domestic media recently.
Let's just analyze it. ”
He looked at the students in the audience:
"How do you like this advertisement? Let's ask students to comment first."
……
There were some whispers below, but some students still raised their hands.
Ni Zhi raised his arm and ordered two or three students to come out one after another.
"Teacher, it is really sad that there are such advertisements in China.
No wonder the domestic advertising creativity is very backward, because this kind of advertising is played on TV every day..."
"I think this advertisement still has merits. I will remember it after at least one viewing.
Especially the last sentence, ‘washing makes you healthier’, at least everyone has an impression in their mind. ”
"It's useless to have an impression. I just hate this advertisement and will never buy such a product!"
"That's because...you are a man..."
……
In the classroom, there was an instant burst of laughter.
And the person who said that he "will never buy it" is none other than "Xuebage" Jiao Tianbo.
Jiao Tianbo's face became a little ugly, but he still said:
"Whether I buy it or not, this ad is too vulgar.
It's not high-end at all. How can any big brand or foreign-funded company do such an advertisement?
When this kind of thing is played on TV, it is simply a racket of noise..."
……
Ni Zhi smiled and raised his hand to signal everyone to stop.
Qiao Qiao signaled to Jiao Tianbo to restrain his emotions.
"We are advertising students and professionals.
As a 'professional', you still have to analyze from a professional perspective and cannot completely put yourself into the perspective of a TV audience. ”
After the words fell, the discussion gradually stopped.
Ni Zhi continued:
"Let me say two points first, and let's discuss them later.
First, it can cost a lot of money to put so many ads on TV.
If the advertising effect is not good, isn't this company mentally ill?
Therefore, the fact that companies are willing to spend tens of millions or even hundreds of millions to place advertisements on major TV stations is enough to show that the effect of this advertisement is very good. ”
Jiao Tianbo raised his hand:
"Teacher, how do you judge the effect is good?"
Ni Zhi smiled and said:
"Advertising is placed by companies, and money is spent by companies.
Whether the effect is good or not depends naturally on the perspective of the enterprise.
Naturally, there are many angles from which companies can be judged, which were also covered in previous courses.
Awareness, reputation, loyalty, etc...
The most important one, and what determines whether a company continues to invest and the amount of investment, is the sales boost that advertising brings.
Fu Yanjie's advertisement was released on a large scale and with a large budget, which shows that it drives product sales very well. ”
He paused for a moment:
"You have all taken the course of 'History of Advertising'. Advertising was originally created to promote business and sell goods.
Even though the forms and purposes of advertising have become extremely rich over the past decades or hundreds of years, the most fundamental and core function is to sell goods.
So from this perspective, Fu Yanjie’s advertisement is a good advertisement..."
As soon as he finished speaking, there were still discussions in low voices from the audience.
Especially the "student tycoon" Jiao Tianbo was obviously still a little unconvinced.
Ni Zhi continued:
"I just said, there are two points...
The second point is that our college is involved in this project. ”
After the words fell, a group of students were still surprised.
Xu Chen scratched his head, thinking that he was probably talking about himself...
Ni Zhi paused and said with a smile:
"Teacher Wang Jian, an associate professor in our advertising department, has directly participated in this project as an expert consultant for the company.
At that time, I also took seniors from my junior advertising class with me to discuss it as a project. ”
Xu Chen sat in the back row, feeling inexplicably "relieved".
It turned out that I was not talking about myself...
Teacher Wang Jian was one of the consultants during the review process for "Fu Yanjie".
Xu Chen was able to apply for Tonghai University because he accepted some of Wang Jian's suggestions, and Wang Jian helped Xu Chen apply for the special "star admission" scholarship.
It's just that Professor Wang Jian went to Europe for exchange and study in the past six months, and Xu Chen has not seen him yet.
……
A classmate below said:
"So this advertisement was made by Teacher Wang Jian?"
Ni Zhi: "Of course not.
Teacher Wang Jian only participated in this project as an expert consultant.
This advertisement was produced by a professional advertising company.
When Teacher Wang Jian returns to class next semester, you can consult him in person. ”
He paused:
“Getting back to the subject, let’s try to analyze the thinking path of this advertisement.
Why is it recognized by customers and spends a lot of money to launch it...
I would like to remind everyone not to dislike or criticize from the perspective of a TV audience.
Instead, we need to analyze and view it from the perspective of professional advertising students and advertising professionals.
Who is the target user of the product? How is the advertising strategy developed? What is the logic behind the slogan?
It also includes, is there any specific strategic thinking in the choice of spokesperson? ”
……
Under Ni Zhi's guidance, the students below were still immersed in thinking and low-pitched discussions, looking serious.
Xu Chen was sitting in the back row, still feeling very strange.
The advertisements I "sold" to clients never imagined that they would now be analyzed in this way by my classmates.
He was stunned for a moment, feeling that someone was looking at him.
I turned around and saw that it was my roommate Hong Xiaoqiang at the next table...
There seems to be great confusion hidden in the small eyes.
Ni Zhi waved his hand to stop:
"Which classmate would like to try to analyze it?"
The scene was quiet for a while, but students still raised their hands to speak.
Class case analysis will be included in the final assessment bonus points. This is the rule that Ni Zhi informed at the beginning of the class.
There are still many students who are eager to try.
Ni Zhi smiled and began to call on the students to stand up and speak.
……
“I think the good thing about this advertisement is that it is easy to understand and uses spoken language that ordinary people can understand.
But I still don’t like the slogan. I think we should just use the phrase ‘refreshing and clean’...”
"I think the advertising effect is good, that is, the spokesperson is well chosen, especially the song "Intimate Lover", which is still very brainwashing.
As for the advertisement itself, I still don’t think it’s that good, it’s just because of the song…”
“It’s still aimed at target users, after all, it’s a drug.
If you have the corresponding disease, you should feel very emotional when you see this advertisement..."
……
Several people stood up to speak one after another. Ni Zhi listened carefully, and some nodded slightly to express their approval.
Xu Chen was sitting in the back row, still feeling a little weird.
Some students' views and speeches seemed to him to be immature.
After all, they are only freshmen, they have not taken a few professional courses, and they have never really been exposed to actual advertising, so there is nothing wrong with them.
Xu Chen listened to the speeches of a group of classmates and was still observing silently. "Brother Xueba" Jiao Tianbo does not seem to have much talent.
Apart from working very hard, I really don’t have much talent, which is also a pity.
At least in the advertising and creative industry, it would be difficult for him to make much achievements. I rushed to speak twice, but what I said was a little dry and childish...
On the other hand, there were two girls who hit some key points, and were considered to be analytical and enlightened.
……
Xu Chen was also distracted while listening.
Professor Ni Zhi suddenly called his name:
"Classmate Xu Chen...who is he?"
As he spoke, he also raised his head and glanced across the classroom.
Xu Chen: "..."
Check out the 16-9 book bar and see the correct version!
As many students in the class also turned to look, Xu Chen raised his hand helplessly.
I was used to staying in the back row and keeping a low profile, but Professor Ni Zhi in front of me had not yet met her face.
Ni Zhi looked at Xu Chen and said with a smile:
"I want to hear classmate Xu Chen's analysis and insights."
Xu Chen felt helpless, but still stood up first.
It seemed that Professor Ni Zhi in front of him actually knew that the advertisement for "Fu Yanjie" was written by Xu Chen.
And this can only be told by Teacher Wang Jian...
Ni Zhi smiled gently:
"Please explain it carefully and let the students know more about it!"
Xu Chen: "..."
A group of students were confused, and some did not understand the meaning of Ni Zhi's words just now.
Xu Chen smiled, afraid that Ni Zhiduo would say more, so he said:
"Then I will try to analyze it. But it is just a superficial personal opinion..."
Ni Zhi was stunned for a moment, with some understanding in his heart, and smiled at Xu Chen.
Xu Chen cleared his throat and became a little more serious.
But the tone still sounds modest and cautious:
“I think the most important advertising strategy of this advertisement is to do ‘category education’.
For example, the core copywriting content..."
"It can be seen from the advertising copy and the style of the pictures that the advertising strategy is to 'brainwash', and the purpose of making the audience 'memorable' is very clear..."
“‘Wash to be healthier’ is not just for the sake of being catchy, it also contains the association of ‘intimidation’.
Of course, we are not the target audience and may not be able to understand it immediately..."
"Coupled with the setting of the spokesperson couple, this logic of 'intimidation' can basically be conveyed to the target users...
Married life...if you don't wash it, it will be unhealthy..."
"In the two categories of medicine and insurance, in terms of persuasion logic, this method is low but the most effective..."
……
Xu Chen eloquently explained the strategy and creative logic behind the advertisement in popular terms.
When he first started speaking, the students below were a little unimpressed.
As he talked more and more deeply, he listened carefully.
After all, they are all students majoring in advertising. Although they have only scratched the surface of their professional knowledge, I can still fully listen to Xu Chen's story.
Many people couldn't help but sigh secretly.
"So that's what it means..."
“It’s really unexpected that there is such a consideration.”
"That makes sense. These details are all for brainwashing."
"No wonder I remembered it after reading it once. It turns out that every word and every picture has been specially designed."
"Xu Chen... seems to be very powerful."
……
Ni Zhi paced on the podium, listening and nodding.
After Xu Chen finished roughly speaking, Ni Zhi raised his head and looked at him, his eyes full of approval.
The classroom was a little quiet, and the students were still digesting Xu Chen's analysis just now.
Even the "student tycoon" Jiao Tianbo was frowning in thought, with an expression of "as if he had some enlightenment".
This group of advertising students was really "eye-opening". They didn't expect that behind a seemingly ordinary advertisement, there were so many detailed and precise strategies and logical thinking.
Hong Xiaoqiang turned his head and looked up at Xu Chen, and couldn't help but think: Could this advertisement really be made by him?
Ni Zhi smiled and said:
"The analysis is very good, and there are some strategic thoughts that even I didn't expect.
This is indeed the case with advertising. It seems to be just an ordinary slogan, but there is a complex strategic support behind it.
Advertising is not just random inspiration and creativity, but careful and careful logical reasoning.
Every text and even punctuation, every picture and even background element must withstand scrutiny. ”
He looked at Xu Chen:
“Thank you, classmate Xu Chen, for sharing!”
As he said this, the head professor of the Department of Advertising actually raised his head and clapped.
Amidst the applause, Xu Chen smiled sheepishly and sat back obediently.
Qian Xin on the side crossed his legs, gave Xu Chen a thumbs up, and whispered: "Well said!"
Hong Xiaoqiang came over from the side:
"Boss Xu... you didn't really do it, did you?"
Xu Chen pretended to be mysterious and smiled: "Guess!"
Hong Xiaoqiang: "Yes?"
Xu Chen: "Guess again?"
Hong Xiaoqiang: "..."
He thought about it and still found it incredible.
On the page I looked at yesterday, there seemed to be cars like Wang Laoshun, Shen Bao, and even a Jeep.
Xu Chen is a freshman and already works as an advertiser. How is this possible? !
……
After class, a group of boys gathered around, all joking with Xu Chen:
"Boss Xu is really good. I see that you are usually absent-minded in class, but you are also very logical when analyzing cases!"
"I'm so eloquent, I can analyze a broken advertisement like this..."
"Yes, I want to buy a bottle and try it!"
Xu Chen: "..."
The one who dared to make such a joke was naturally Qian Xin, the "Little Prince of Jiangsu and Zhejiang".
Hearing Qian Xin say such words, several girls couldn't help but turn their heads and glare at him with angry expressions.
Qian Xin was very carefree and didn't seem to care at all.
……
Several people in the dormitory left the classroom together.
In the corridor, Xu Chen was stopped by Professor Ni Zhi.
Ni Zhi lit a cigarette and smoked, smiling and said:
"I want to talk about this case, so I consulted Teacher Wang Jian.
Only then did I realize that this advertisement was made by you...
I really didn’t expect that a treasure like you would be hidden in the 06-level advertising class. ”
Xu Chen: "Teacher Ni is serious. I opened an advertising company after school, and I just won the bid."
Ni Zhi: "This is not 'just right'. Based on your strategic analysis just now, this is not a pitch that was won by chance.
I also want to thank Teacher Wang Jian for recruiting a genius to our college. ”
Ni Zhi took a puff of cigarette, suddenly remembered something, and said:
"In the College Student Advertising Competition, two works from your class have been shortlisted for the national finals. They won't be yours, right?"
Xu Chen: "Huh?"
(End of chapter)