Nostalgia is not what the brand can be!.doc

 PAGE \* MERGEFORMAT 7 Nostalgia is not what the brand can be! A lot of nostalgic advertising, and it gave us time to remember now, and probably deeply moved, and even a lot of nostalgic ads also received all kinds of advertising awards. Which is why there is always a lot of people are pushing nostalgia advertising, that consumers can go to find a bone marrow or heart key. Old people are like animals, but at the same time there is a saying that often recalled the words of a man, that he (she is old, the remark is true! Similarly, nostalgic advertising, it is not suitable for all brands, for all the circumstances, suitable for all consumer groups, for all time stages. First, three forms of nostalgic advertising Any form under any circumstances nostalgic advertising, confined to the following three cases. 1, pregnant consumers “ideas” in the “old.” The advertising of the brand may not have a long history, may not have many-to-consumer story, but depicts the consumer with their own life experiences or have a better association of the typical fragment, then the appropriate content into its own brand, to evoked emotional memories of specific populations to accept their own brands. this approach is to take the popular consumer emotional memories about the “bandwagon”, just get to the bottom of the details can not tolerate. spread the moment Chow Yun Fat star in a century advertising, is representative of such cases. At that time many people will be a century of success Conditioner, focusing on the nostalgic ads have attributed a significant effect, the objective is somewhat exaggerated terms. In the prevailing market environment, shampoo brand competition is limited, Was this nostalgic performance of ad approach is novel but is as people remember it, but also remember that a hundred years conditioner brands, coupled with the appeal of Chongqing Olive parent brand, consumers to buy a hundred years conditioner product becomes a corollary. such as force Bo be