广告策划与营销（Advertising planning and marketing）.docVIP

广告策划与营销（Advertising planning and marketing） Advertising planning and marketing.Txt Section 1 advertising creative ideas First, establish the correct advertising creative concept In 1982, David Ogilvy was invited to the India Advertising Club of Mumbai made a speech. Some people ask him: Mr. Ogilvie, the advertising industry in India is inspired by the American Madison street, so what is the inspiration for Madison street? The answer is: try to be different.. ([America] Joel Rafelson, the famous translation: the advertising business magnate Ogilvie notes, 1 edition, Beijing, Economic Science Press, 1989) Advertising originality is not the literal or pictorial marketing strategy, nor is it the production technique. Making techniques is easy to imitate, but creativity can not be imitated. The American Association of advertising agencies before Mr. chairman John O bluntly said: when you cant find creative advertising, Americans began the British started joking now singing, now dancing, and the French began to undress, Japanese began mining 40s romantic and nostalgic song and the star in the limelight. Many advertisers and advertising scholars simply will create new styles as: create the accident, unbelievable into in the same way or creative differences, these ideas are only seeing out of the ordinary appearance, and no further explore connotation of originality. For different, just the beginning of creation and creative differences, just find creative ways of seeking the most suitable for the advertisement information, the most effective strategy to convey the unique demands of the unique advertising language and unique advertising expression and unique way of communication, is the key issue, advertising creative must solve the substantive. Is the core problem of advertising creative thinking activities to solve. The authority of the U.S. advertising magazine Advertising Age to summarize the opinions, draw the conclusion: creative advertising is a kind of control work