In the context of the financial crisis, which two different forms of advertising are very different from the impression left
A local clothing brand, originally proposed a “better world” more false advertising of such words, and now to “suit experts.” “This demands a more straightforward brand, but also help the audience better gucci handbags understand the product positioning.” Ogilvy PR people are considered responsible for a proposal.
Before the economic situation is good, ordinary, creative, results can be brought up, even with the clothing company’s advertising slogan irrelevant to the product itself, but business owners do not plan to investigate the responsibility, because the market geometric gucci wallets performance every year to up longer, even if advertising a waste, what relationship?
However, the economic winter seems to have changed all that. Consumers looking for more touch, more obvious economic and return creativity, many companies are becoming creative brand and advertising departments of the company focus.
“Winter” is more demanding forms of advertising psychology
In the context of the economic winter, people are becoming anxious about the psychological and exceptionally picky. A consumer in his blog on the big grumble is being broadcast on television advertising of clothing made sharp criticisms, saying “These ads dressed in stylish clothing brand coat, to window-dressing to cover up the prosperity of the industry was devastated the foundation. ”
This seems to tell the clothing business owners, the external environment affect consumer psychology of cases, some had been seen as creative advertising may now become obsolete, because it may touch the raw nerve of some people. A few years ago with an ad describing someone carrying a house, it was carrying cars, living a lot of pressure, the advertising slogan is “a bottle of beer, relax,” to release the pressure, pain and happiness. The people of the advertisements have been received for sure, but put on less suitable for today’s players Keneng, Yin Wei layoffs storm is blowing over the Quan Qiu, tomorrow, Jiang Mei You protect, provoke Naxie frustrated Ren’s “sentiment” Chuxianjige people to drop Television sets I am afraid there may be.
But television advertising seem too cheerful with the current climate of fit. Who grumble about the blog, the audience is not only a very few. Some even see the luxury goods advertising, will also have misgivings. Beijing TV recently saw a white-collar workers have been playing Chanel perfume ads, disdain and said: “that 30 ml of perfume to sell thousands of dollars, it really so easy to sell it?”
Semir Group Executive Vice President Liu Danjing in a media interview when he said: “The financial crisis on the part of the consumer’s psychology does have a little impact, so our product promotion activities to do some adjustments.” Network before Semir Playing the “I can stop XX, but at least I look good” script series of ads, mostly present lively entertainment scene, Semir recent advertising has been adjusted slightly, which in TV serials, “youth scene” were implanted in marketing, to subtle forms of output instead of naked.
Qipai Men’s Brand Director Rumsey Zhu also said that enterprises are most concerned about changes in the consumer mentality, they are working on a way of advertising for such changes.
Ad performance from the Dream to Reality
Under Garments Group BONO online site has gone through several revisions, in 2007, 10, on line, presented to the people before us is an almost independent of the good news outside the Bird brand B2C brand image. But now you turn it on the site, eye-catching position in the home EBONO of LOGO, a few small print next to the following “good news Bird’s brand” at a glance. Industry claimed that: “This change implies the good news birds mouth on its brand management system, its sub-brand will Keyijiezhu Baoxiniao own apparel industry in the influence of a relatively high speed into the consumer’s mind. This than the sub-brand promotion expenses to go it alone to save more, the results might be better. ”
Many single-product from the previous adjusted to the overall brand advertising ads, or by a sub-brand their advertising time to groups to fight the overall image of the output, many apparel companies are quietly being carried out inside.
This is related to automobiles, heavily influenced by the financial crisis similar to the industry. As the new plan slowed down and reduced advertising budget, marketing strategies such as changes in its advertising creative change is already reflected in the clear. Such as Dongfeng Nissan in 2009 on advertising creative program from the previous adjustment of the many single-product ads for the overall brand advertising.
Financial crisis on corporate advertising creative Another change is the reality from dream interpretation to the past, the slogan that foggy language, adjectives can be to product performance, features and other aspects of change. In previous years, similar to the “warm world” and “not too casual,” “Be a man should have to fight” and so fun to listen to the real people get lost in the clothing advertisements in various media filled language. However, such words may make the consumer not buy it. Instead, the sale of those advertised low prices, people to save money in the TV shopping ads more appealing look.
Even has “big” and KFC are also advertising the film on December 24 Nisshin played such a scenario paragraph: “What to eat today?” A young man asked, “provincial little it.” Companion answered. This seems to not discount clothes shopping, the “violation of” laws of the market, discerning consumers have to spread that feeling to the performance of commodity advertising.
Integrated Communications Group, Ogilvy & Mather Group, North China, Yang, director of career development stones that Chinese consumers are expected prior to consumption, that is, that tomorrow there will be more income, which reflects consumer behavior in the more liberal. Now consumers will shrink from the psychological needs, so the product should be in promoting the concept of re-planning, the past pleasure, style, shape the selling point, adjust the features, prices and other more practical aspects.
Product demand lower profile
In money, advertising began to represent a practical, when the wind direction, garment enterprises with market operations strategy also changed.
In Shenzhen, many women’s business recruitment meeting at the end of the year to introduce new agents, the product line to the second and third line has the slope. Women business owners have told a reporter, in the past, high-end and low-end products may be best to sell into the middle section of cookies, so many of the original location to the end of the high-end product desperately want to go. The situation becomes opposite.
Professor of Economics at People’s University Li Yiping financial crisis in the study of consumer behavior found that white-collar workers hardest hit by the economic cold weather, this part of the consumer groups had on the demand for high-end products is relatively large, but now they are more likely in the end consumer low product. This is for those silly high-end line of clothing is probably not a good news for business. Because white-collar workers has been fighting for many high-quality consumer businesses, they represent the consumption of the wind.
Those who had only one type of product development garment enterprises have begun to develop more than meet the actual needs of the current categories of new products. For example, Zhejiang enterprises in a production of casual wear, is planning a day for young people in their twenties product line. The business owner believes that the economic downturn, more than 30 years of age who most affected the workplace, while spending on the elderly will also be conservative, on the contrary, their parents or hope for the future of young people affected by the minimum consumption .
These changes in the marketing strategies of business owners, is also planned with the lower advertising age audience, advertising creative gucci bags appeals to younger age groups more impressed.