In the advertising and marketing world, there are countless types of companies with a dizzying variety of names, advertising companies, brand agencies, media agencies, digital agencies, 4A companies, creative hot shops, interactive companies, planning companies, marketing companies, Marketing planning company, brand planning company, communication company, integrated marketing communication company, integrated marketing planning company, consulting company, strategic consulting company, marketing consulting company, design company, public relations company, event company, production company, film and television advertising company, real estate advertising company. If you're a business owner looking to pick one of the above companies to serve you, or if you're a newcomer looking to enter the industry, how should you choose? 01 Let's start with the basics. What do advertising agencies do?
The obvious answer is advertising, of course. In the traditional era, the main output of advertising companies was TV advertisements (mainly 15 seconds, but also 5 seconds and 30 seconds), print advertisements (newspapers, magazines, outdoor advertisements, terminal extension materials), and a very small amount of radio advertisements. Entering the Internet era, the Bulk SMS Service output forms of advertising companies have increased in web design, Flash, GIF, Weibo drafts, WeChat long pictures and texts, H5, short videos (mainly 1-5 minutes), viral videos, micro-movies, and emoticons. Packages, APP design, etc. This is the main job of the advertising company, and it is also the advertising work that the copywriters and art directors (including designers) of the advertising company have to imagine, create and design. But to do a good job in advertising and come up with good ideas, we must first answer a few questions:
What is the purpose of business advertising? Is the promotion of product advantages? Or sell directly? Is it to increase brand awareness? Or enhance the image to win the favor of users? Is it to attract new users to place an order? Or to stimulate old users to repurchase? (This is the most basic problem of advertising, because it determines how advertising is done) 2. Who is the advertisement for? Who are the target consumers of the brand? What are their needs and pain points? What is their lifestyle and mental state like? (If you don't answer this question clearly, you can't do advertising, and this question involves the company's marketing strategy) 3. The basic function of advertising is to convey information to consumers, so what information should the advertising work convey to consumers? Is it powerful? Or is it cheap? Is technology leading? Or reliable quality? Is it an expert certification? Or is the product popular? Especially considering, what are your strengths and differences compared to your competitors? What are the benefits of the product that consumers value? This involves the question of brand value and product claims.