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This is one of them, because the word cannot be exceeded, so there is no second. (Complete) My
Id advertising copywriting case:
I I went to eight times for this set of documents last year, collecting eight small cards together ~~~ Huh ~~~
The theme copy:
It God said that there are seven days a week,
Balzak said that life is a cup of coffee,
,
We arrange their own moods in seven cups,
, but
in Green Pavilion, eight days a week,
,
because,
It green pellars coffee,
taste a day.
Eight card card documents:
The first day
coffee class
Lonely first is granules
then powder
A small spoon gently rotates
The loss of the day in the vortex slowly precipitated
The floating
only your pleasure
and sinking to the bottom of the cup
It is your unlimited hope
drinking all the
the next day
The simplest mood
Mood
to stir the same bubbles
always at noon sunlight
In the coffee shop
to enjoy the most simple moment of warmth
closed eyes
seems to smell the mood
The third day
Every time you touch the warmth
In your mood on all your life
The happiness transmits to your fingers
The transparent and relaxed
The fourth day
The silent piano
I heard that coffee is lonely
but I do n’t drink coffee because of
n I need to be lonely
like a silent piano
乐
The fifth day
This circle
me The circle is full of coffee foam
without exception, holding
The lives of life
each time to stir foam
Discover
The foam are all the same
The sixth day
The flowing warm
n The conscious mentality
1 Every time it turns, welcomes and tastes
is a happy completion
is a kind of warm
Internal
Happy experience
The seventh day
of the height of worship
R n, but the busy let us go against
respective worship
If life is a cup of coffee
, then I hope the coffee time on the seventh day
Life
The eighth day
I Happiness rooftop
The eighth day
Happy happy rooftop
The eighth day
is a door that feels moonlight
Open an unprecedented taste
Actually on the eighth day
All bit drops
Case 2: A wedding case previously made
Miss wedding planning case
n 2003
Location:
Multifunctional halls on the third floor of the International Hotel in Nanning
Subject:
When love is long in the sky ...
N Romantic Wedding Ceremony, which is based on elegance, fashion, and Western -style format
combined with Chinese traditional customs, create a happy and lively scene
Core:
:
Happy, festive, lively, elegant, romantic, classic
witnesses:
The most beautiful and happiest moments of the two people's life
Scene
The classic rose platform surrounded by the two people with two people with two swans from the neck of the swan. The 10-20 square meters dance floor in front of the stage, large projection screen on the right, multi -layer champagne platform on the left, professional lighting audio and audio and audio and audio audio and most special. DJ is located on the front side of the stage:
Character:
The actor: the groom
heroine: bride
Host:
Protestants:
Actor:
The guests, relatives:
Plot 1: Festive Meeting
6: 00-6: 30
The newcomers are welcoming the newly wedding lobby
Inscription registration
The best man and bridesmaids follow the guest invitations to pick up the table to lead the table
9 13:05:00
A Freely communicate with the candy
6: 30-6: 45
The newcomer welcomes the relatives to continue
Plords, the witnesses, the actor in place
Flash
6: 45-6: 58
This to introduce themselves, introduce the situation of the wedding, introduce the situation of newcomers on both sides, and introduce parents and main relatives of both parties. And ask a dancer to interpret the love story of the newcomer.
Plot 2: Solemn wedding chapter
6: 50-6: 58 Double dance drama "I am going to marry you today"
6:58 In "Wedding", the newcomers are both stepped forward At the banquet venue, the balloon firecrackers were unknown, the ribbons flying together, chasing the lights and chasing the body
7: 00-7: 20 hosts please send a marriage person, and host the wedding according to the traditional combination of Western etiquette
1 ) Professor speech
) Church -style inquiry
3) Newcomer exchange ring
4) Announced that the two were officially knotted as husband and wife
)
6) Saying tea to both parents, worshiping the parents of the world, and worship
7) The groom, bride bride
8) Children and friends came to the stage to present flowers
) Congratulations and "Wedding", the newcomers opened champagne together, poured champagne, and celebrated the whole audience. Start dining in the sound of music,
7:40 The host came to the stage to introduce the gratitude and good wishes of the groom and the bride to everyone, and the introduction of the dinner will be surprised to wait for everyone. There are surprises hidden in a certain dish. Seeing who can eat good luck today, at the same time, there will be a bigger surprise to wait for everyone.
7: 40-7: 50 Kuai Tibetan solo "Amei" and "Girl in Osaka Castle", etc., push the atmosphere to a climax. The groom and bride started toast at the table
7: 50-8: 00 Magic performance, the magician becomes a surprise gift and blessing, I wish the newcomer a white -headed old, I wish the guests happy
8: 00-8: Host host the host People ask the best man and bridesmaid or new friend to perform singing shows on behalf of the bride and the bride of the groom
Plot 4: Tongxi and Tongle
8: 10-8: 20: Play the romantic classic music "Love Story" and " YesterDay once More "and so on, violin solo
The two newcomers to pull on the stage after changing makeup. Perform you "Who is my bride" and "Who are the real grooms" newcomer game
8:20 by the host to resign, please come to the stage, throw flowers and arrows to the audience, choose the night of that night There are lovers, to bless the lovers in the world to become dependents, and ask unmarried young women to pick up flowers, unmarried young men to pick up arrows, and please receive flowers and arrows to play games on stage.
8: 20-8: 30 Host invited 6 unmarried men and women to cooperate with 6 people to play games together, "A Thousand Miles Marriage Line Lead",
: 30-8: 50 to play Chinese celebration folk music on the spot, The newcomer began to pay attention to tea, and presented guests to celebrate sugar.
It cold night and cold cloud reply Date: 2004-10-9 13:06:00
8: 50-9: The host, please play games on the stage of 6 people, "Tongxi and Together"
(Note: time permit, you can also design more games and guests participating in this session)
Plog 5: Romantic classic
9: 00-9: 10 Saxo solo music "Forever in Love" and "Going Home"
9: 10-9: 15 Newcomer Performing Dance Walz "Unchaned Melody" ("Human Ghost Love" Song) [Bommens: Newcomer's singing song "Selection", in the song
, the groom walked out of the left, the bride walked out of the right, the classic fixation of the center to the center]
9: 15-9: 25: 25 The newcomer sets a classic set in the dance floor. The lights of the audience gradually darkened. In the sound of beautiful music, a cute child slowly launched a new wedding cake cart full of candles. In the applause, the newcomer cuts the wedding cake together.
: 9: 25-9: 35 Newcomer draws the number of the venue prize that night in public. Each guest seat is sticky under the chair with the corresponding number. The exquisite gift Champagne Basketball Team, the newcomer thanks to your relatives and friends for coming
9:40 Wedding banquets are basically over. 00 Newcomer at the door of the door, take a photo with the guests
10: 00-11: 00 Cave House
Budget funds:
1 person and 2 DVDs all day: 1,000 yuan
(60 yuan / volume (including sun exposure))
2. The host 1 person: 300 yuan
, 3. Live chasing lights and professional audio equipment (including DJ and four microphones): 1500 yuan
4. Dancers 2 people: 300 yuan
5, saxophone 1 person: 200 yuan
6, 1 person, 200 yuan
7. 1 person plan of Xiaoxin: 200 yuan
. Two magicians: 300 yuan
9. Multi -layer champagne cup and multi -layer cake, projection equipment (can coordinate arrangement arrangements with the hotel)
10. Planning and staff (3): 500 yuan
11. It is not expected to cost: 500 yuan
Total costs: 5000 yuan
Attachment:
Wedding skewers
N Dear guests, friends and relatives, good at night! I am the host of XX, and I am very honored to host the wedding of Mr. XX and Miss XX in this auspicious and festive evening. Here, on behalf of the two newcomers, I would like to express my heartfelt thanks to everyone. First of all, please allow me to introduce the parents and elders of both parties. This is ... In addition, the special guests who wished them at the wedding scene tonight ...
The groom XX is not only handsome and handsome, but also stable and honest, but also a kind heart; the bride XX Miss XX is beautiful and wise, not only gentle and considerate, but also noble temperament, with the inner beauty of oriental women. Today, after a romantic and sweet long -distance running, they finally reached the other side of happiness. So, how do they know, love each other, and how do they come together?
The dance after reading, I believe everyone will have a satisfactory answer. (Applause)
(End of the dance, applause) Next, let us have the most warm applause to ask the protagonist tonight, Mr. XX and the bride XX. Ladies, the two newcomers are indeed talented women. Please do n’t worry about your applause, let us give them the most sincere blessings, and wish them old and happy!
(After the groom and bride entered the venue), there are XXX, and Mr. Le, who is highly respected, has a proof of the newcomer. (Applause)
Meee Speech:
The guests, friends and relatives. Today, I am entrusted by the groom XX and Miss XX, as a witness to their marriage. At this wedding ceremony, he could give a speech for this pair of newcomers who could testify and the newcomers of the couple. The ancients often said: A thousand miles of marriage. Everyone knows that the glory is not a locals. He and Xiaoluneng combine the hot soil of Nanning. I believe it is the heaven in the middle of the sky to match them together. This is their fate and their blessings. Essence Please remember this happiness and sacred moment, please testify with me.
, then Mr. XX, you are willing to marry the lady around you as his wife. From now on, no matter the rich, the poor, disease, separation, life and death, you will love each other in your life and love each other. Do you always have a heart -shaped and old -fashioned life in your life? (The groom officer replied: willing) Okay, Miss XX, you are willing to marry the men around you, from now on, whether the rich, the poor, separation, life and death, you are loyal to protect each other in your life, and he is loyal to him. Will you always be stained and old in the future journey of life? (Bride replied: willing).
OK, please exchange the ring with each other.
(After the groom and bride exchanged the ring, the witness announced)
Now I announced that Mr. XX and Miss XX were officially concluded!
The also sincerely wish you two love your life forever, and you will be happy and happy. Thank you
(Moderator)
Okay. In order to prove your deep feelings of each other, we invite the groom and groom to kiss in public in public. Everyone said, okay!
It, please ask the groom and bride to speech:
grooms: elders, guests, XX and XX to everyone to our wedding scene tonight, witnessing the sacred moment in our lives, expressing sincere heartfelt heartfelt heart Thank you for your love for us, especially for your parents for their raising. Here I wish the four elderly people healthy and safe! Tonight has a special banquet, hospitality, and guests and guests, to thank the elders, friends and relatives for their blessings to us. thank you all!
(After the meal, the host introduces the words)
The guests, I am entrusted by the newcomers to express sincere thanks and good wishes for everyone to visit their wedding scene tonight. Essence There will be a lot of surprises waiting for you tonight's dinner. In the process of serving, please pay attention to it, there are unexpected surprises in each dish. At the same time, I also eat good luck. The groom and the bride sincerely wish everyone a happy family and happiness! At the end of our wedding banquet today, there will be a bigger surprise waiting for everyone! Please enjoy it slowly.
(Please perform in the magician) Dear guests, there are wishes to ask the magician with wonderful programs for our groom and bride!
(Please girlfriend, bridesmaid or relatives and friends on behalf of the newcomers to perform singing shows). After the magician blesses the newcomer, we also ask the best man and bridesmaids (or relatives and friends) to perform songs for everyone on behalf of the groom and bride ""
The flower string
The guests are always full of hope in the new year. In the New Year with laughter and good luck, our groom and bride are good A new life in life. While enjoying a happy and happy life, they also sincerely wish that there are lovers in the world to become dependents. At this moment, the groom and groom uses flowers to carry beautiful blessings, expressing their wishes to unmarried friends at the scene, hoping to bring you good luck to your love or even life. Friends who are invited to the front row to see who can accept the best wishes of the groom and bride!
Lucky prizes:
(singing, applause) friends, we use flowers and love to bless the bride and bride, happy and happy, a hundred years of good, love each other forever. At this moment, the groom and groom will also draw out of the lucky guests tonight to send their best blessings. At the same time, all the guests at the scene are happy and happy! (Applause) Below is the bride and groom to take out the most lucky guests in the audience.
(at the end of the wedding) Dear guests, tonight, we gathered together and witnessed the happiest and sacred moment in the life of the groom and bride. In joy and happiness, we once again sincerely bless the groom and bride, bless them, and the hearts of their hearts are stated, and they are printed with their hearts. Bai head together, happiness and happiness! Thank you for your visit, thank you!
The game brief description:
. "Who is my bride": The bride and his friends have five to six girls to sit in a row. The groom uses the eyes of the bride, put on gloves to touch the head and hands of each girl in turn, and judge who his bride is his bride. Essence
. "Who is the real groom?" The bride covered her eyes with cloth, and friends such as the groom and the best friends came to the stage to kiss the bride's cheeks in order. There were three -year -old children and bridesmaids in the middle and kissed the stage to let the bride guessed who is the real groom. Essence
. "Thousands of miles of marriage line leads" 6 men and women stand separately from the station, each of which is a black and white match, and a small keychain is passed in turn. Then bite half of the black and white weight until successful.
. "Tongxi and Together", please go to the stage at the scene of six to ten friends. When the host calls the corresponding name, the participants on the stage should combine the corresponding actions with others as soon as possible. If the partner cannot be found, it will be eliminated. Until the end, there are two winners. Three rounds.
Clicks of copywriting 3
Texing stories-brand soft culture promotion
author: Little demon Youyou submitted date: 2004-10-25 15:54: 38
The a few days ago, the story of the colorful bell was written.
This has been published first.
Cophers: Yan Zhao Evening News
waiting for autumn
Thentes are full of fallen leaves, yellow leaves fly in the air, and the cold streets are in the air. Under the big tree along the street, it looks long and long. Yanzi stood on the streets of the city, breathing the cool air in the morning, and quietly looking at Gao Yuan's sky.
The autumn is near, swallows are still waiting for Zi An's reply.
Swandering is a college classmate. In the summer of the freshman year, after the swallow broke up with the boyfriend's boyfriend, Zi An had been with the swallow. Someone once told the swallow not to make the first love boyfriend become Wei Xili and ignore Bai Ruide around him. For four years in college, Swallow has been forgetting his first love boyfriend, and never noticed Zi An's eyes. Zi An's deep eyes, only when Zi An left her completely, was deeply scratched in the memory.
After graduation, Zi An went to another city with a dream, and the swallow stayed at the place where the university was.
In the moment Zi An left, the swallow understood that Zi An was important in his life. Unfortunately, Zi An went to another city. Maybe he was to forget, maybe for a quiet waiting. After leaving, I know what is most important to myself.
The blink of an eye, almost a year has passed, and swallows are still waiting, waiting for a future.
If autumn is a season of thoughts. The old yellow leaves shattered the sky above the head, and the blue was looming between the yellow.
The swallow called Zi An's phone again, and the side of the phone sounded "Love You Is Not Two or Three Days". The first sentence after Zi An answered the phone was: "When will you understand? What else do you want to answer? Didn't the voice of the colorful bell already say very clearly? Three thousand weak water, I only take this scoop to drink . "Swallow's tears were already full of face, just blame himself too stupid, and did not understand the phone call for more than a year. "Your phone is also the sound of the color bell, silly swallow, you don't know yet? That's the fifth birthday gift I gave you" ...
It a month later, the waves in the evening On the seaside, swallows and Zi An walked on the beach, and the swallow couldn't help humming the colorful bell that Zi An customized for her. Youth, love, sea, and crab shells in the evening, constitute a wonderful picture.
If: Little demon Youyou responded date: 2004-10-25 15:56:00
The Mid-Autumn Festival night
outside the window, the night is dark.
Yaohui was sitting in front of the window to cigarette, spit out the smoke ring, reflecting his blurred eyes. Yaohui always uses smoke to relieve his mood when he is nervous or stressful.
Just now, Dad hung up the phone angrily, and blamed himself that he could not go home in the Mid -Autumn Festival. A man, struggling in a city, is very difficult. Dad also asked to go home today and go home tomorrow. Yaohui was suddenly difficult to control his emotions on the phone and quarreled with his dad.
………………
Yaohui understands that Dad's request is not excessive. From small to large, Dad has a care of himself. When I was a kid, I rode around her dad's neck. I have n’t returned home for two years, and my dad asked for any unreasonable time. It ’s just that I have already been an adult, and it’ s hard to say to apologize to my dad.
Yaohui picked up the phone and put it down again. However, he knew that his dad would definitely call it after a while. How can I make my dad happily? Yaohui is thinking.
Outside the window, the moon still did not rise. There was no Yuehua Mid -Autumn Festival night. Yaohui looked out of the window and remembered the "Childhood" that Dad taught himself on the Mid -Autumn Festival night when he was a child. Change your own colorful bell to childhood, Dad will understand.
. After an hour, Dad made a call. Yaohui took the phone and did not answer the phone. Let Dad listen to this song.
After the ringtone stopped, Yaohui dialed out the phone at home again: "Dad ..."
"Hmm! Let's come back next year! What is the name of the colorful bell ... "
Yaohui laughed," I know ... I will go home to teach you at the New Year this year. "
Yaohui's previous colorful bell is the blue Danube River, I didn't expect my dad to like it so much, it is indeed the father and son. Since my dad has understood his son's feelings, then change it back to the Blue Danube River, who makes Dad like it!
The Mid -Autumn Festival, although there is no cool and full moon, the fascinated neon is still beautiful ...
In I know where, the blue Danube River song has sounded ...
n The sound (Friendship post on the 12th)
"If you don't meet you,
What will I be,
how the days are, whether it should be
whether it should be whether it should be Cherish ... "
We seven of us bid farewell to our common college life. During the four years in college, we cried together, laughed, and made trouble. At the end of the parting, we hugged the old song of Teresa Teng and cried.
The seven of us went to seven different cities after graduation. These seven different cities are unfamiliar and lonely for young people. We have longing for a distance. Once shouted at the sea, "Let’ s Make It Together! "In the separate days, we comforted each other and encouraged each other to be the beautiful dream born on the campus.
, we met the calls of seven people's calls to color bell -the old song of Teresa Teng. No matter where we go, this song that makes us crying and weeping will give us courage and strength. We need to support and encourage each other lonely.
Is when we are injured, we call one of them, listening to the music of the song quietly, and then the courage to do the next step. Need a language, just a voice, find the story of the former, find the courage, and find a reason to make yourself reluctant.
Because of our common voice, seven of us insisted in seven different cities. The concept of a friend, I can't define it. But every time I call Teresa Teng's old song, I know how hard this world will go, and there will be six other people who support you in different corners of the world.
The world in this world, someone needs to resonate with you. If you never find your own destination at a certain point, then you may never know what a friend will bring you ... the voice of Liang Ling gave us another way to encourage and persist.
The corporate image chapter advertisement (copywriting) (
"Cherish the essence of life" series
, street light chapter
's most warm light ?? Be sure to be on your way home
If the modernization of people can only be exchanged for indifference and cold, then it will not be worth the text The inner destination
and sincere care and closeness are the best interpersonal principles
Over the years we have worked hard to create an humane service temperament and community atmosphere n R n As you can see
. The famous tree chapter
is no more expensive tree ?? n The more beautiful the modern life is, the more worthy of cherish
Is we are convinced
although the precious and Xuhua
is easier to become fashionable labels
And the infinite aftertaste
must be the first time in the heart
for many years Vanke cheristed and worked hard to retain the existing humanistic wealth on the land
n Leading the trend of the times
as you can see
. Cobnis
nThe natural taste of the simple and indifferent natural taste of the day without any sign of depreciation
We are convinced that it is inner heart
The quiet beauty
Everyone will eventually return to ordinary
Then for Vanke has cherished every gift given by nature for many years
strives to create a community environment and humanistic atmosphere full of essence
"Fukangle" Capsule Investment Merchants Advertising Copywriter, please contact me (click I can see).
[Article Name] Manual: "Fukangle" Capsule Investment Merchants Advertising Copywriting CAJ Original Download PDF Original Download
[Publication Name] China Business and Trade Email
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[CD number]
[Title] On the inevitable manifestation of "Xin, Da, Ya" in excellent advertising copywriting And basic requirements
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[Author] Niu Zhenghuan. Wanmuchun.
[Published] Gansu Social Sciences 2001 Issue 05 Emperor Email
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[Institution] Department of Advertising Art at Lanzhou Business School. Advertising copywriting. Requirement.
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[Abstract] "Xin, Da, Ya" was originally a literary translation concept. No matter what type of excellent copywriting, it will inevitably strongly reflect the concept of "faith, reach, and elegance". This view is not mentioned in advertising creation and advertising theory. It is necessary to put forward this view and interpret it. The meaning of the concept of "Xin, Da, Ya" in advertising is: Xin — Faith — Faithful to Commodity, Loyalty to the audience; Da ——— The skills of communication and persuasion; This concept is reflected in the creation of advertising copywriting, which must meet the basic requirements of advertising production and advertising.
[CD number] SOCI0112
[Article Name] Analysis of the creation requirements of modern advertising copywriting CAJ original download pdf original text
[Author] Zhao Qinglan. Tao Jiheng.
[Journal Name] Xichang Agricultural Higher College Journal of Email
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[Institutions] Xichang Agricultural Higher School. [Keywords] Advertising. Copywriting. Creation.
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[Title] Grasp the three important links in the planning of advertising copywriting CAJ original download pdf original text
[Author] Wang Lu.
[Journal Name] Journal of Shanxi Education College Email
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[CD number] SOCI0205
A complete advertising planning book should include at least the following content:
1, preface;
2, market analysis;
3, advertising strategy or advertising focus;
4, advertising objects or advertising appeals;
5, advertising area or demand area;
6, advertising strategy;
7, advertising budget and allocation;
8, advertising effect prediction.
of course, the advertising planning book may be different due to the different personalities or cases of the writer, but the content is generally the case. As long as you apply it, it is generally okay!
(1) Requirements for advertising copywriting
1. Accurate specifications, point -clear themes
Pyclicing specifications are the most basic requirements in advertising copywriting. To achieve the effective performance of advertising themes and advertising ideas and effective dissemination of advertising information, first of all, the language expression in the advertising copy is standardized to avoid grammatical errors or disability. Secondly, the language used in the advertising copy should be accurate to avoid ambiguity or misunderstanding. Third, the language in the advertising copy must be in line with language expression habits, do not move hard, and create unknown words. Fourth, the language in the advertising copy should be as popular and popular as possible to avoid the use of cold and over -professional words.
2. Concise and refinement, words and simplicity
If advertising copywriting in the use of text language, it is necessary to be concise and refined. First of all, the essence of advertising products should be expressed as possible and text as possible to achieve effective advertising information dissemination. Secondly, the concise and refined advertising copy helps attract the attention of the advertising audience and quickly memorize the advertising content. Third, try to use short sentences to prevent the audience from resentment caused by long -term sentences.
3. Vivid images and showing creativity
The vivid image in advertising copy can attract the attention of the audience and stimulate their interest. Foreign research materials show that text and images can attract people's attention by 22%and 78%, respectively; text that can evoke memory is 65%and the image is 35%. This requires the use of vivid, novel and unique languages when creating copywriting, and assists with certain images to cooperate.
4. The smooth and easy to remember
The advertising copy is the overall idea of the advertisement. For the advertising language of the auditory of the hearing, pay attention to the beauty, smoothness, and dazzling, so that it is easy to identify, memory and easy to spread, thereby Highlight advertising positioning, express the advertising theme and advertising creativity well, and produce good advertising results. At the same time, we must also avoid excessive pursuit of language and sound, but ignore the theme of advertising, move hard sets, and be far -fetched, because of the meaning of literature.
(2) The composition of the advertising copy
The advertising copy should be composed of advertising title, advertising text, advertising slogan, and advertising images and advertising audio.
... The advertising copy is composed of title, subtitle, advertising text, and advertising slogans. It is the literary performance of the advertising content. In advertising design, the copywriting and pattern graphics are equally important. The graphics have early impact, and the advertising copy has a deeper influence.
... Advertising title: It is the theme of advertising copywriting, and it is often the focus of advertising content. Its role is to attract people's attention to advertising, impression, and attract people's interest in advertising. Only when the public is interested in the slogan can you read the text. The design forms of advertising slogans include: intelligence, question and answer, prayer, news, slogan, hint, wake -up, etc. When writing the advertisement slogan, the language must be concise, easy to understand, clear and clear, novel personality, the number of words in the sentence is generally within 12 words.
... The text of the advertisement: The text of the advertisement is to increase the understanding and understanding of consumers with objective facts and specific descriptions, and serve people with reason. The text writing of the advertisement enables the content to seek truth from facts, and it is easy to understand. No matter what kind of type style is adopted, it is necessary to seize the main information to narrate, and it is simple.
... Advertising slogan: slogan is a strategic language. The purpose is to repeat and the same performance, so that the spirit of other companies in the famous domain can make consumers master the personality of goods or services. This is an indispensable element of promoting goods. The forms of advertising slogans: Lenovo, metaphor, promise, reasoning, praise, command. The writing slogan should pay attention to conciseness, clear language, exclusive fun, easy memory, and easy to read.
If you have any questions, you can send me an e -mail: eeokee@gmail
A complete advertising planning book should include at least the following content:
1, preface;
2, market analysis;
3, advertising strategy or advertising focus;
4, advertising objects or advertising appeals;
5, advertising area or demand area;
6, advertising strategy;
7, advertising budget and allocation;
8, advertising effect prediction.
of course, the advertising planning book may be different due to the different personalities or cases of the writer, but the content is generally the case. As long as you apply it, it is generally okay!
I answers: Happiness is like wind 2 -Manager 5 level 4-9 15: 45
If finding the use of the product or product is directly related to some emotions, we can use it to use This emotion makes it an effective emotional appeal tool.
Ilads and care: love, affection, nostalgia and nostalgia, friendship and stranger communication
love and care are the foundation of human feelings, and can most resonate with people. The atmosphere of happiness, happiness, satisfaction, and warmth in advertising, mainly depends on the main emotional factors of love and care, love, affection, nostalgia and friendship.
, such as: The laundry powder advertisement "L fors", the laid -off female workers and the sensible and considerate daughter are the protagonist, which truly reproduces her mother and daughter affection. A tender language: "Mom said, the carving laundry powder can wash a lot of clothes with only a little bit," and a message that makes people feel hot: "Mom, I can help you work" and my mother is cute The love and relief tears left by the daughter, coupled with the sorrowful and unrestrained music, and reasonably condensed the full connotation of the family and daughter affection reasonably. As a result, it broke through the routine of laundry powder to promote its efficacy and use family image to implant the brand image into the hearts of many consumers. In addition, the carving toothpaste advertisement "New Mom" also has a good relationship, and has achieved strong effects.
Life interest: curiosity, leisure, humor and other
The rich interest in life, such as enjoying leisure, taste humor, satisfying curiosity, etc. Although they are not emotional, they can evoke positive psychology Feelings, such as relaxation, self -procurement, comfort, etc., are easy to infect the targets, so it is also a common means of perceptual appeal. The most classic is the film and television advertising copy of the "Exploration" program.
Self -concepts and expectations: individuality, values, self -actuality
In personalized content and personalized style, fully demonstrate the clear self -concept and expectations of the demand object, individual's yearning and pursuit of social image, including the social image, including the social image, including the social image, including the social image, including the social image, including The sense of personality, value, self -confidence, pride, and self -realization are another important way for emotional demands. Li Ning's brand advertisement "Everything is possible", Jianlibao's "Fifth Season Fifth Season" is using this demand.
(3) The basic idea of reasonable combination of reason
The reason to combine the demands is: the emotional resonance of using rational demands to convey objective information, and also uses emotional demands to trigger the object of appeal. It can flexibly use the various methods of rational demands, and can also add various emotional content of perceptual appeal.
Agly combination methods are more commonly used in the writing of advertising copy and advertising operation, but the premise is that the characteristics, functions, actual interests of products or services are reasonable and emotional content.
The series of advertising copywriting of high -Lou cleaning toothpaste has rational demands, demonstrating strong teeth while put forward the emotional appeal of "making your teeth stronger".
"Three thousand drowning, only take a scoop". When choosing an advertising demand method, there is no need to pursue a certain way of appealing in the current popularity. It is the most important to choose the characteristic of the characteristics of the product itself. Adhering to the principle is also a principle during advertising.
How to create an excellent advertising copy (3)
How to grasp the four major blocks of the copywriting
During the development of the advertisement, the experience of the generation of copywriting personnel accumulates, and the advertising copy forms an advertisement with advertising. The four parts of the language, title, text, and Sui text convey different information transmission modes of different information and play different functions. This model can effectively enhance the effect of information transmission and also provide the basic thinking of copywriting. Perhaps a certain or more in a certain advertising copy, don't be surprised. As long as the copywriting of setting the goal is a good copy, it may be better. If the copywriting personnel only knows that Mo Shou is successful, it will be destroyed.
The first piece: slogan ---- brand iconic symbol and sales commitment.
Im slogans, also known as advertising slogans, theme sentences, and title sentences, in order to strengthen the impression of the target of the demand object to the brand, enterprise, product, or service, in the middle of the advertisement, the short -term and repeated use of short -term and repeated use of the advertisement. Based on long -term sales benefits, it conveys a long -term concept to consumers.
Im slogans have the finishing touch in advertising operation. It has established characteristics:
(1) Short and powerful slogan statement: not short is not conducive to repeating, memory and circulation.
(2) Concentrated conceptual information: Usually the core concept of products and enterprises.
(3) Long -term extensive use: conducive to continuing the concepts of enterprises and products, and continuously deepening the impression of the audience.
Im slogans form a certain style in long -term development. When writing documents, you can choose different styles according to the characteristics of enterprises and brands and the content of advertising.
General statement: Use formal language and ordinary sentence patterns to state sexual tone. This kind of slogan is not public, but it can show the calm and confident temperament of the company or brand. For example, Xiaxin Electronics "Science and Technology is people -oriented"
Poetic: When conveying perceptual information, using a slightly literary language style can create an atmosphere. "Diamonds are long -lasting, a forever spread", "I don't care about the forever, only care about it"
oral language: vivid spoken and lively, with clear tone, suitable for living products, such as "good teeth, appetite, body is better, body is better , Eat it "
The slogan of some companies uses a solemn tone to do propaganda expression. This style can highlight the spirit of the enterprise. For example, the Pilish slogan "Let us make better"
This should pay attention to taboo flowing in the empty cave when writing the slogan, and have a certain writing essential:
(1) Strive for simplicity, concentration is the essence, the essence is the essence. Remove unnecessary modification.
(2) Simple and clear, the concepts reflected are single and clear.
(3) Avoid emptiness of empty holes, so that it is unique, and the sentences cannot be obscure. It is also necessary to avoid false words
(4) We must have a strong adaptability. Geographical color, and can adapt to the use of various media.
(5) The slogan should also pursue personality in terms of words, content, sentence patterns, and tone, so that they can stand out in many slogans and be remembered by the consumer group.
It second piece: title ---- information, fun and creative display.
The title is a statement that conveys the most important or most important information of the person's interest in each advertising work, and statements that highlight the performance in the most prominent position or special tone. The role of the title is to transmit the most important information in the shortest time or the attention of the target object.
The title and advertising work in advertising works are equally important, but the essence of the two is very different. From the perspective of long -term effects, the importance of advertising slogans is undoubtedly more than the title, but just a slogan work, especially the title of a flat work is far more important than the slogan. It is the key point of copywriting, and David Ogway believes: "Title is the most important part of most plane advertisements. It is the key to determining that readers do not read the text." The title can be seen in one shot, pointing directly at the core of creativity, so that the creativity of advertising is fully displayed.
It to attract the object of appeal, the title must be attractive enough. The attractiveness of the title contains its content and form, and the fascinating title will double the reading rate of the text. During the writing process of the title, you must pay attention to the following points:
(1) close the creativity, integrate the most cleverness of creativity into the title, accurately point out the core, and concentrate.
(2) Avoid direct description of the flat paving, and the straight narrative can be accurately expressed, but it is not helpful to attract readers. It should find unexpected angles.
(3) The language is concise and concise. Pay attention to the use of personalized language can help reflect the characteristics of the product.
D modern advertising is increasingly valued, and the title of advertising is becoming more and more novel and eye -catching. In order to stand out among many advertisements, the title of the advertisement requires some creative methods. The common methods are listed below for the reference.
● Activalent title: Find things that are commonplace for the object of demand, and focus on an appropriate and vivid analogy with advertising demands. Porsche has done a flat advertisement. Its title is "she is like a child, you will not understand the feeling of having", which is quite vivid.
● News type title: Pass new information with the posture of the news, or to emphasize the value of advertising information, similar to the new news title to attract readers. The slogan "Paid Anti -Corruption Action" for the anti -corrosion of the new type of pipeline is very new and it is in line with the current consumption psychology.
● Question title: The curiosity of the request object is caused by a question or inspection, and the reader is pulled into the advertisement. Wild casual shoes have made an advertisement with superb manufacturing technology as the focus, that is, "342 holes on the shoes, why can it be waterproof?" It is really attractive.
● Story / narrative title: Impressing a fascinating story is about to begin. The classic works include the title of an advertising master George Grein, "My friend Joe Hims, he is now a horse."
● command/ prayer/ recommended title title : Standing at the position of the enterprise or product to speak for the object of demand, you can also speak with the tone of the demand object, which has certain urging power. "The Fifth Season of Popularity" "Don't tell me what to do is right."
● Suspense title: Set a curiosity of a suspense and cause the object of appeal to guide readers to seek the ending. "This is my secret" "We found Qiong's bottom details" This is a classic advertising title written by Bernebak.
The excellent title can be said to be the soul of the entire copy, and it is also the condensing point of the creativity of the entire copy. Only with a wide range of ideas and trying the various possibilities of language expression can we write the titles that effectively convey information or effectively attract readers.
The third piece: the text ---- complete information and in-depth appeal.
The text is a language or text content that explains the advertising work to explain the advertising information and in -depth persuasion of the demand object. It is the main part of the appeal. The excellent text has a key role in building consumers' trust and making them a key to buying desire. The text can also show corporate image and build a product sales atmosphere.
It advertising demands are different, advertisers and products are different, and the specific content of the advertisement will be millions. But to write the content of the text, it will not be separated from the following three levels.
(1) The focus of appeal: The focus of demand is the core content of advertising. In corporate image advertisements, the focus of demands is often the advantages or performance of the enterprise; in brand image advertisements, the demands focus on brand characteristics; in product advertising, the request focuses on the characteristics of product or service and the interests of consumers' interests. ; In promotional advertisements, the focus of demands is more specific discounts, gifts and other information.
(2) Support point or in -depth explanation of the key point: The text must provide more and more comprehensive information to make the request focus easier to understand and more convincing. If the purpose of the advertisement is not to convey specific information but emotional communication, the emotional content also needs to be developed in depth to increase the infectious power.
(3) Call of action: If the purpose of the advertisement is to directly promote, rather than the establishment of a brand image, the text also needs to clearly call on the purchase, use, and participation, and explain the methods and benefits of obtaining goods or services.
Different products or services, different enterprises have different expressions in advertisements, and the expression forms of the text will be diverse. Appropriate expression forms can make advertisements more convincing.
★ Objective statement: Do not rely on the mouth of any character, directly expand demands in an objective tone. This is the most commonly used method. From a formal point of view, there seems to be no creativity. In fact, the creativity is different. When it wants to expand the demand in the text, it will express it with the external form that the appeal object can understand. As long as copywriters can accurately grasp the creative concept when writing the text, even if it is an objective statement, the power of creativity can be fully exerted.
★ Subjective confession: Explore demands in the tone of the advertiser, and directly confess how "we" will be or positive. This method has greater freedom in expressing corporate views, attitudes, and efforts in product or service. But the premise is that there must be a good creative concept. A series of graphic ads made by the famous American DDB advertising company for S