Recently seen on CCTV in the last set of furniture to the letter and an advertisement should be the most initially did not care about how, but then I heard them a "European and American furniture, the choice of a model of successful people," was specially pay attention to more than read several times, I feel its great, "Mrs. Wang Selling what you do" is suspected and the "Suicide" risk. Although the companies to spend money advertising their own freedom, outsiders should not be more comments, but "I (say) the freedom of others without prejudice to the premise of freedom" and therefore can not help but say a few words.
Easily can be seen that the ad seek to convey to the outside world through two pieces of information to shape the medium to high-end furniture brand image of the letter: First, high-end products in the market positioning of European and American style furniture, the second is the product of the the target population is the successful person. Can be said that advertising's message is very clear, very clear, very concise! But also had made a mistake because it is advertising technique of expression is too direct, and ultimately make the whole ad is like the "Mrs. Wang Selling what you do" and that "doing business is also like Mrs. Wang Selling what you do, when Kwame is Kwame," but - Just imagine, when you hear a furniture company bosses complaining about the "selling furniture啦, selling furniture啦, European and American furniture, a model of successful people's choice" when the mind what you feel?
You could be either simply did not feel, or may be in the hearts of a series of questions: Why are successful people in to the letter was the choice, can not succeed in that individuals can not choose to the letter of furniture it? Why have only Europe and the United States is the successful people the choice of furniture, Do Chinese classical style furniture can not be a successful person choice? What kind of person is the successful people? The quality of the brand of furniture would be good to go? ... ... Of course, corporate advertising to "boast" their product, brand, good! However, if a business directly in the ad, "to say" these words, I believe that their advertising is not get any good results!
This is primarily because the companies do not have the power to the consumers "headquarters" asking them to take the initiative to accept and interpret corporate advertising information; secondly because of the evasive nature of people, very often, consumers are too lazy to spend the energy to care about corporate communications for advertising information. Moreover, when companies directly contradictory "to say" an advertising messages, it is often too strong there will be a stimulating effect, the corresponding advertising messages will be felt beyond the consumer's threshold and ultimately would make the consumers can not perceive the enterprise The existence of advertising messages, and thus no chance to talk about effects of advertising communication. Can be seen, for enterprises, the performance is too often advertise directly to is not good, still have to pay attention to point of artistry.
Then, in a letter to the furniture, how can we be doing its own advertising and more artistic and expressive, in order to better highlight its high-end brand image of the position itself? Typically, the enterprise's brand communication activities is conveyed to consumers through the use of products in some psychological sense of superiority to build enterprise product quality advantages, and thus by virtue of this "advantage" to win the consumer recognition and favor. Furniture for the medium to which the letter is, first of all should be the performance of its own ad to establish such a superiority complex. And we know that things often feel the need to carefully and understand and comprehend, and if open our mouths to speak out directly to this kind of "taste" would have been completely disappeared! This is what we usually call "Silence is golden sound at this time." So, this time we should also be OK, "without saying that the religion"! How can I do this? It is through the "virtual" brand consumption situation to show it all. For example, a certain brand of elevators, it successfully passed the elevator up and down a set of situational picture built up the hearts of consumers to use sense of superiority (the original elevator can also be a kind of enjoyment), and thus unwittingly also show out of the product quality advantages.
Back again to see if the ad mentioned in the "successful people, the choice of" issue. For enterprises, in their own marketing communication activities in the process, often the product positioning in determining the definition of their products after the target audience. In the present case, it is easy to see that in a letter to the furniture itself the target audience is defined as "successful people", the purpose is no doubt want to lock down a group of very purchasing power of consumers. But for consumers, if there is nothing in their hearts desire to buy, he will generally advertising companies will not respond. Therefore, in a letter to the furniture, the blind in their own television ads emphasize the purchasing power of the target useless, but more should go to inspire desire to purchase consumer globrand.com. In addition, successful people about what is the choice? Obviously, a lot of the audience see the ads may also read them (because CCTV is a communication platform for the general population, the corresponding target audience for its many groups can not be considered a lot of the mainstream values of society to the letter of recognition and furniture, identified by the kind of "successful people"), which inadvertently would in my mind would be the next in such a definition: I am not a successful person, I am not in the letter furnished to the target audience! So naturally, will not to pay attention to the letter of furniture in advertising and products. Can be seen, for furniture for the middle to the letter, which touted in advertising, "the choice of successful people," is a very dangerous behavior, it is likely to result in the loss of business potential customers, so that corporate advertising fee "bad deal . "
For the furniture industry, the advertising often in order to enhance market confidence and thus stabilize the dealer! However, if not from the perspective of long-term strategy and the corresponding spread of scientific advertising planning, then blindly to advertising and communication, ultimately only make their own ads without any expression, the result will be like, "Mrs. Wang Selling what you do , since the puff ", it is difficult touched the hearts and minds of consumers and stimulating product sales, so even keep the dealer today, it is difficult to retain tomorrow's Dealer! Because the dealer will eventually understand that the consumer is the source of his profits and survival of the basis! Is the so-called "stand those who do not legislate, cross those not work. Self-see who is unknown, naturally those who had not been apparent. Zifa had no power, Zijin those who did not last long." And thus for the furniture industry, the kind of "Selling what Mrs. Wang "type of" boast "of conduct in advertising will be nothing short of Suicide!
