advertising creative

Creativity is an important feature of advertising, and advertising creativity must have the characteristics of spreading information, accelerating circulation, improving the visibility of enterprises and products and being conducive to competition. Its purpose is to promote sales by means of art (painting and photography). It has four characteristics: timeliness, suitability, suitability for human nature and suitability for places. Advertising creative copy is the soul of the whole advertisement. It forms the specific content of advertising information through a series of procedures and links such as theme creativity, structure and words, and through the understanding of products and the expression of words, so as to achieve the ultimate goal of attracting and inducing purchases. The creation of advertising creative copy is divided into preparation stage, comprehensive analysis stage, conception stage and finalization stage. Advertising planning is a priority, advanced and guiding activity, and it is the program of implementing advertising action. Its strict logic and careful planning are important features of modern advertising. Advertising planning is an activity of wits and wits. If advertisers can use wisdom and be good at calculation, they can strategize in modern advertising activities and win thousands of miles. Advertising planning is based on advertisers' marketing plans and objectives, on the basis of market research, and according to the overall strategy and tactics of advertising activities, forward-looking operation planning is carried out, and the whole process of proposing, implementing and testing advertising decisions is considered and imagined in advance. Activity planning is the pre-planning and design of various commercial activities, performing arts activities and cultural activities, so as to ensure that the activities can be carried out smoothly, achieve the purpose of organizing activities by event organizers, and generate certain benefits. Therefore, activity planning is also a kind of design behavior, but it is more concrete and realistic, influenced by realistic political, economic, cultural and regional factors.

Give an example of each: 1. Creative copy of advertisement.

"Confucian wine makes people homesick" (Confucian wine advertisement), "Mrs. takes it orally, but Mr. is convinced" (Mrs. takes it orally), and "attack first against acne". The new OXY double-sided cleaning pad has dual cleaning function to prevent annoying acne on the face. This dual cleaning function can effectively remove grease and dirt from your face and make you radiant. OXY double-sided cleansing pad, let your youthful face get rid of annoying acne completely, that is, clean, refreshing and happy. "(OXY double-sided cleaning pad advertisement)

2. Advertising planning. Li Ning brand sports series products use sports spirit, sports people and individual sports elements to design the production and marketing of products, and then use Li Ning, a sports star who makes Chinese people proud, to advertise, so as to achieve the result that goods are popular.

3. Activity planning. At present, many activities have professional activity planning services, such as meeting planning when a star releases an album, planning a business activity, planning a charity evening and so on.