2 1 propagation first principle: stimulus reflex principle 1 stimulus reflex: the essence of regression behavior

The first principle of propagation: stimulus-reflex principle 1

Brand is an applied science. All applied sciences should look for their basic disciplines. The basic disciplines of brand are communication, semiotics and psychology.

In this section, we will understand our usual brand, marketing, communication and creative work from the perspective of communication.

Three principles of communication:

The first principle is the stimulus reflex principle;

The second principle is the broadcasting principle;

The third principle is the principle of signal energy.

Let's talk about the principle of stimulating reflex first. Stimulation reflex, that is to say, all communication is to release a stimulus signal. What does this stimulus signal do? Seek customer's action response. This is the key, what we want is the customer's action.

Stimulus reflex: the essence of regression behavior

What is the purpose of our communication? Some people may say that to build a brand, we must have a good brand image. You will set many, many goals. Maybe these goals are right, but they are not our ultimate goals.

Our ultimate goal is to make customers buy our products and services. If this can't be done, it's called applause.

Some people will bring it up, so can we make something that is both beautiful and popular? This statement is not accurate enough. It should be said that we should make something that is popular first and then applauded. Applauding is applauding after using products and services. If you've cheered before, what is it? To applaud your advertisement. However, I didn't buy anything from you.

At first, you should dial the seat phone directly. I used the product, experienced the product, felt great, and then applauded, which means telling his relatives and friends that your product and service are good-giving you a seat. This is related to the brand equity principle mentioned in the previous part.

Therefore, we don't want to make an advertisement that is both popular and applauded, but we want to make an advertisement that is both popular and popular for our customers, that is, we want two benefits: one is to buy my products, and the other is to spread my good reputation. These two benefits are the customer's behavior: the first is the action of buying, and the second is the action of recommending to relatives and friends. When you clarify this logic, you will be particularly clear about what you need to do when you do things, and you will not make so-called good and bad things.

Therefore, advertisements that use the principle of stimulating reflection often resort to action directly.

For example, "playing local tyrants and dividing fields" means directly resorting to action. Stimulation-reflex principle is the basic principle of communication, but its underlying principle was actually put forward by Soviet physiologist Pavlov. All human behaviors are stimulus-reflex behaviors, that is to say, all your behaviors are stimulated by external signals first, and then made behavioral reflexes. For example, in the morning, I heard the signal stimulation of the alarm clock, and then made a behavioral reflex to get up; Seeing the signal stimulation of red light on the road, make a reflection of the behavior of stepping on the brakes; Wait a minute.

Pavlov despised Freud's psychology. He said there was no psychology at all, only physiology. He said that Freud's analysis of this and that depends entirely on yourself, without scientific experiments and data, while physiological conditioning has experiments and data.

I want to interject a digression here. Although Pavlov has always denied psychology, it is interesting that after his death, psychologists brought him into the hall of psychologists and named his academic field "Physiology", so he was finally defeated by psychology.

On the basis of Pavlov's physiological psychology, 1948, American mathematician Weiner founded "cybernetics". Cybernetics takes the application of stimulus reflex a step forward. Wiener said that stimulus signals and behavioral reflexes seem to exist only in organisms, not in machines. Can you take this reflex stimulation circuit out of the organism and put it into the machine? Is to give the machine a signal stimulus, so that it also makes a behavioral reflex. In this way, he put forward the concepts of machine learning and machine replication, that is, the concept of artificial intelligence.

The most popular concept of artificial intelligence has actually been studied for 70 years. Navid was accompanied by American psychologist Watson, the founder of behavioral psychology. He directly promoted the application of behaviorism in marketing communication. Behaviorism means not guessing what he is thinking, but recording and counting his behavior.

So, what does he do with this set of things? What is used for children's education is some learning software that we often see. I'll give you a question, and after you answer it, I'll give you a reward. This reward is to give you a stimulating signal, which is equivalent to Pavlov's bell.

Watson later became the vice president of Zhiwei Thompson advertising company in the United States and introduced this method into the advertising industry.

Then, combining Weiner's and Watson's ideas, we find that today's big data is stimulus reflex. Machines can't think, so how does it predict your behavior? It does not make predictions, but counts the corresponding relationship between stimulus signals and behavioral reflexes, and then predicts behavioral reflexes for new stimulus signals.

The reason why the development of stimulus reflex principle is combed in detail is to trace back to the source. Only by seeing this context clearly can we know our brand, marketing and methods today, where these scientific methods come from, and when they fall to the level of methods, we can know both why and why.

Pavlov and Watson, they don't admit the study of "mind". In their view, the so-called brains are all "analyzed" by themselves, without experiments and data; And human behavior can be directly observed, recorded and measured.

The two lines of modern marketing theory are two routes of psychology. China and China's method is a mixture of two routes. One is from Freud and Jung to brand prototype and brand image theory, and China and China are super symbols. The other is from Pavlov's conditioned reflex to Watson's behaviorism, and then to big data marketing, which is mainly used to improve the sales sites in China and China.

Let's talk about how to use the stimulus-reflection principle to write advertising language.

Effective advertising language always seeks the behavior of consumers, such as the well-known "giving away melatonin". The reason why it is powerful is that it has strong action emission, and it also uses the word "just hair", which has a great influence on people. So now the advertising law will attach great importance to it. At first, the word "JIU" was banned in drug advertisements in China.

Next, let's talk about a case of Huahua's advertising language: "Love cleanliness and live in a cold pavilion".

How are the slogans of China and China created? This method is called filling in the blanks. Advertising language comes from filling in the blanks.

Write the key words first, and then fill in the blanks. For example, if we want to make a slogan for Hanting, I will write two words: "Hanting", and then everyone will applaud, because we have got two words now. This is the principle of China-China law, that is, brand names should be included in advertising language as much as possible, and almost all successful advertisements follow this principle.

We have just determined the first keyword, which is Hanting. So, we have to decide the second keyword. What are we selling?

When we have a strategy meeting, we have two choices: one is clean and the other is quiet. Later, I felt that quiet positioning would involve the sound insulation effect of doors and windows, and the building of this hotel should not be in a noisy place, which does not meet the characteristics of our budget hotel. So, we decided on the second key word: clean.

Now, we have written two words: one is "clean" and the other is "cold pavilion". Everyone can applaud. Because we have four words, if our advertising language has six words, we are only two words short.

Continue to fill in the blanks. We talked about the principle of stimulus reflex, so we need a behavioral reflex. What behavior does the hotel need most? Of course, I need customers, so I wrote "live in Hanting". We can also write "choose Hanting" and "come to Hanting", but we have made many choices and are not as accurate as "live", so we choose "live in Hanting". Now all we need is one word.

The last sentence is the biggest idea. How to choose the last word? "Very clean, living in a cold pavilion", not so good. "Cleaner, live in the cold pavilion"? That competitor may come to sue you. Why do you say you are cleaner? Finally, the greatest idea appeared, that is, "love cleanliness and live in Hanting". When the word "love" appears, we are really finished. This is China's method of filling in the blanks, and it is also the advertising language of China.

Therefore, positioning as clean is a strategy, and "love clean and live in Hanting" is an art. What kind of art is this? This is the art of rhetoric. I will talk about rhetorical advertising art later, which is Aristotle's knowledge.