Ad saying applies mediumly in hardware industry

Like the person, brand, product, enterprise, service has life, of sexual case, they guide the time of the market is different, they have different goal, job in different life level, also have appeal to differently seek key and way, consequently ad saying also must have life feeling, with the brand fixed position is united in wedlock together cheek by jowl.
In the process that ad saying develops in the brand, have the effect of ” of “ link up with or “ handle ” , can help an user hold the implication of the brand, what is understanding a brand, have what special place. With the intent that sale of wraparound, explanation plans brief term, ad saying is indispensable method.
Of saying of the ad in hardware industry unbalanced
Above all, we the ad saying of company of a lot of metals or brand is too coessential change.
This kind coessential changing main body to be in those who appeal to to in seeking a course, emphasize in ad saying now is same point of view, show the distinction between competitive brand without the body. Such ad saying can be used in any enterprise, can let an user distinguish through ad saying far from brand, brand of this very difficult generation associated.
For instance, our very much metals company serves as with character appeal to onefoldly seek a site, this is original give no cause for more criticism, the product should stress quality namely, but more it is simple recount product quality how to be like why. Should appeal to to quality is stressed in seeking a course in character only actually the value to the user or the enterprise runs the distinctive office that go up in character, can differ completely.
Next, of ad saying appeal to seek a site unsharpness.
If arrange the ad saying of Chinese metals company to be able to discover slightly, a lot of ad saying cannot let an user listen at a draught (look) clear, what is this ad words saying after all. The product that has some of brand for example says tool of what major class, advanced course tool is waited a moment. What kind of product function should these ad saying convey after all? Be afraid the user is not moved move brain to want, be no good. The function of each professional tool cannot be same, effect of on a few functions is added below the premise that why emphasizing major. Be like “ powerful motive force, perfect reflect ” , the user listens to know is dynamoelectric tool, and have very powerful motive force.
3, ad saying cannot reflect company brand to locate.
Ad saying wants the very good fixed position that reflects a brand namely, this namely the consistency between the brand essential factor that we say, want to serve for the brand. In hardware industry this kind of phenomenon is highlighted especially, appeal to like what we say beg coessential change and appeal to beg not clear question, more or less to still reflect brand fixed position, if be amended slightly,still have desirable place, and this problem is more adverse to brand conduct propaganda. In hardware industry, a lot of enterprises use the result that company place obtains, honor to regard conduct propaganda as catchword. This is very general, do not believe you to be able to look carefully.
How does hardware industry create outstanding ad language
Good advertisement sign wants to go up from brand strategy, on the purpose that sale transmits, the have sth in mind on the feeling of user demand. Create ad saying to want to satisfy generally speaking 3 standards and consider from 3 levels:
The first standard: The subject is outstanding.
We know, the purpose of ad saying is centered namely and figure ground describes the characteristic of the product, disposition to wait, let an user can know the relevant news of product, brand directly through ad saying. An ad saying can choose to differ appeal to seek a site, the thing that stresses namely is different, but always should highlight some side.
The 2nd standard: Concise concise.
Ad saying should be crisp, hold a key, without redundant word. Because facilitate briefly,repeat and be remembered and travel. Ad saying does not have too much requirement in formally, can say socially wide the characteristic that has concise concise to circulate and make classical advertisement sign.
The 3rd understands to understand easily namely.
Ad saying must be read clear and simply, easily, with the word easy to read and understand, content cannot abstract, avoid new word, unfamiliar word word, and the statement that produces different meanings easily.
And 3 levels basically are from product, user, market 3 latitudes consider how to create an outstanding ad saying to come the consequence of aggrandizement brand.
Product level basically is to ponder over his product to have what advantage, characteristic, namely the sale with distinctive “ advocates ” , its means must include a sale view that offers to the user in an ad saying, and this view should have 3 points: It is interest acceptance, emphasize a product what having material special effect and can provide what real benefit to the user; 2 it is distinctive. The competitor cannot put forward and this did not put forward; 3 it is powerful, accomplish concentration, the user pays close attention to most.
User level basically is when showing the user is using this kind of product, have the demand that what still fail to satisfy, what is their preference. This needs to have an insight into with respect to requirement brand the heart of the user, the demand of the user is hit on the conduct propaganda of ad saying. This demand sometimes not only be material, still include the feeling in the heart even life value. The last it is market level goes considering how to be created outstanding and the ad saying that suits a brand. That is to say the market has what blank spot now, the competitor is doing what to say, what weakness is nodded. The create person of ad saying should put the view in the market, the viewpoint that uses competition sees the good qualities of congener product and weakness. This is “ locates sale talks ” . This that is to say, our ad saying should hold a position in user head, once the user wants to solve specific problem or want to satisfy some kind of requirement when, can associate to this brand product through this ad saying.
The brand ad saying of a high starting point is the spirit of this brand and thought, connotation is quite deep, the harmony of value concept height that it advocates and tells the value concept that seek and target user and semmetry.
One has the product advertisement sign of originality, rich vitality, it is ” of key of gold of a “ simply, the advertisement cost of a few ten million can not reach creates value.
The highest state that ad saying creates is “ clever communicate brand of brand artistic concept, exact location to be dialed move heartstrings ” , the peak status that ad saying achieves is “ be like is character it and not character it, since is passed meaning and lifelike ” .
A few latitude of ad saying creative work
Character: Each user hopes to get high quality product, what ad saying can emphasize this aspect is distinctive appeal to beg.
Brand concept: The concept of the brand and user are having close connection, this kind of concept is having very tall place in user heart. Ad saying uses the element of brand concept to often cause resonance easily.
The history is born: This suits to have the brand product of long history quite. Perhaps can represent appeal to the site that seek certainly. Those who be like Germany is high quality indicative.
Lead fixed position: In information explosion today, the user is right most taste newly be without memory, but relatively deep to leading sexual enterprise and brand impression.
Functional effect: The user buys a product basically is to obtain the use value of the product. Go creating ad saying to be able to remove certain “ allure ” from the effect characteristic of the product.
Affection: The person is not the wood, each brand condensed the affection of people more or less. This guards a pass namely bosom, care, in the advertisement language that the factor such as longing, love uses a brand.

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