These can also be included in the top ten of the frog doctor slogan? Sweating like a pig. . .

What happened in Bo Shi Wa's advertising slogan (2010-07-3118: 40: 09) Reprinted label: Miscellaneous talk.

First, the protagonist

12580 as we all know, recently, Dr. Frog was on fire; 12580 Happy; Watching 12580 is even more boring. Why? Because the word Dr. Frog appeared nearly 30 times in this week's broadcast of 12580; 12580 people's business is done; The advertisement of "Dr. Frog" that I issued with great expectation was mercilessly abandoned, and the daily life broadcast was still full of "Frog".

Behind the noisy night, ask Dr Frog how many eyeballs he attracted, how much brand value he enhanced, how much money 12580 took, how the Jiangnan Chunjiang boss intervened, how many times this group of people ate together, how many bottles of wine were attacked, and whether there were any other programs in the follow-up. Of course, outsiders don't know unless they have the ability of the FBI. However, we can talk about it at the dinner table.

Let's talk about several protagonists in this matter first.

Let me explain first, what does Dr. Frog do? Frogs and bullfrogs? Fake! People are engaged in clothing business, and its business model is to design children's wear brands, find factories for OEM, and seize channels to make markets, much like Metersbonwe, Bang Wei, Bang Wei and Mason. The advantage of this business model is that it can concentrate on branding and marketing, and reduce risks (when the market is bad, it is irrelevant for factory workers to place fewer orders, on the contrary, multiple factories can flexibly increase orders). To say that this model is advanced in the clothing industry with fierce competition in the buyer's market.

What does 12580 do? There are advertisements in the mobile phone! Really! It's funny to say, but from the perspective of media management alone, it is undoubtedly quite successful, and the net asset profit rate and gross profit rate are definitely quite high. But recently I began to find that it also has a tendency to "lead" public opinion. For example, there was a sudden news yesterday: "Seven wolves and Jeanswest failed". Problems include misleading ingredients, fading, excessive formaldehyde and toxic substances, which scare me, because I only have one wolf of seven, which I love to wear and still think is high-grade. Today, there is a report in 12580 that the problem of the seven wolves is caused by the difference between the old and new standards. This reminds me of a dialect in our place, er Ziyi! Of course, sometimes it doesn't mean that people are hard to talk, because you know, the report of the Seven Wolves today may earn a lot of "page fees", and a word may not necessarily mean much.

What does Jiang Nanchun do? Sell the company! Really! Pay attention to distinguish it from the products sold here. The same is true of Wang Bailang's shares in Kane. People familiar with financial securities don't know him as a master of capital. Focus Media invested several monitors in public, and then listed on NASQ, because it was very close with investment banks such as Goldman Sachs. Although the performance is poor, the stock price is not low. After reselling a lot of stocks, it can be said that it earned some foreign exchange for the country. Another thing is that he is very close to someone. Who is this man? Tang Jun, Dr. Tang Jun from the Western Pacific! In the case of the merger of Sina, the cooperation between them is very pleasant.

Also, people who vote for advertising information with the mentality of buying lottery tickets are pure and kind people. Can they earn some extra money to keep up with the growth rate of GDP?

Second, advertising discourse

Let's call it a day. Now let's talk about the last ten slogans. Of course, because professors, experts and scholars of Fudan advertising are all involved (awesome, names can scare people), it is far from what we say, but I still dare to say it according to my own "fallacy". If not, please point out not to pat bricks. After all, courage is commendable ~

A: Healthy and energetic frog doctor, grow up happily, you, me and him.

B: It was conceived, used and created by Dr Frog.

C: The infinitely good quality lies in Dr. Frog.

D: Dr. Frog, build a high-quality life for children.

E: Dr. Frog, always childlike.

F: Professional concentration, children's experts, all in Dr. Frog.

G: Dr. Frog, the child's personal expert.

H: Dr. Frog, capture the children's happy time.

Children's world, same choice, doctor frog.

My baby plan, doctor frog.

First of all, I declare that I am not engaged in literature and advertising, so I can only be regarded as an amateur in text refining at best. The students who are engaged in technology in engineering know a little about aesthetics besides being rigorous, and sometimes enjoy thinking and seeking truth, which is why I have to write this article like a chicken with a big tail. Only represent their own ideas.

In a, the first half of the sentence is good, and the words "you, me, him" are worth pondering. "You, me and him" is a general term. If it refers to the family of parents and children, it is not appropriate to describe parents with "happy growth". If it refers to a group of children, it is not appropriate. This advertisement is for parents who buy clothes for their children. Give an appropriate example, obey the traffic rules and travel safely. This is ok, no ~

B: It was conceived, used and created by Dr Frog. The theme of "thinking" and "using" is that Dr. Frog "thinks" (a thoughtful professional), which has been used by consumers and later created by Dr. Frog. Short sentences, especially advertising language, don't need to change the topic so frequently. If consumers "think" and "use", why is it meaningless? Here, for the sake of image, I pretend to design an advertising example: an advertisement for climbing equipment. The content of the broadcast is like this. The camera follows the line of sight of a prepared climber, aiming at the snowy mountain peak, from far to near, and then shines like a diamond on the top of the mountain. Later, the camera shows a climber leaning on a trekking pole and climbing to the top of the mountain "armed to the teeth". At this time, the picture is frozen, the advertising language is broadcast, think of it, use it, and do it! Xxxx mountaineering supplies! This is appropriate. The example here is an appropriate advertisement to make consumers "think" and "use" the theme, so as to achieve the purpose of image interpretation. If the frog doctor is the subject, it should be "think, do, created by the frog doctor".

C: The infinitely good quality lies in Dr. Frog. At first glance, it's ok. If you think about it carefully, it will taste bad if you don't believe it. "Infinitely good quality is in Youngor" and "Infinitely good quality is in the seven wolves". Why is this happening? There's no room! The product without positioning is children's wear, and the meaning of the product without positioning is animation (happy growth).

In order to continue, I have to say a few more concepts. Of course, I invented it myself and understood it. If it is not accurate, please don't pat the brick. Product advertising and company advertising. The difference between the two kinds of advertisements lies in: product advertisement is an advertisement to promote products and promote sales; Company advertising is to promote the company's image and enhance its popularity. Of course, sometimes you have me and I have you, because sometimes the company is the product and the product represents the company. To give a few examples: "Bell Tower Entrance, Good Word Exit" (Bell Tower Beer), "Little Taxus chinensis, Healthy Umbrella" are all product advertisements. The "Dahongying Group" and "Yunnan hongta group" that CCTV often puts on can be said to be company advertisements.

More importantly, if it is a product advertisement, it should reflect the characteristics, elements and significance of the product, such as "healthy and energetic frog doctor, grow up happily with you and me" Regardless of its existing problems, it can be understood as a good product advertisement with elements such as "health", "happiness" and "growth". If it is a company advertisement, it should reflect the corporate culture and spirit. For example, the advertisement of Tong Ren Tang said, "Medicine is meticulous, and medicine sells at a real price".

Then, the problem becomes clear. Is Dr Frog going to advertise products or companies? Does Dr Frog have any plans for himself? This analysis is clear, let's continue.

D: Dr. Frog, build a high-quality life for children. If it is a product advertisement, then the extension of cartoon animation is the element of "health, happiness and growth". Where is it? If it is a company advertisement, what are the characteristics of Boshiwa Group's "creative design with animation as an element"?

E: Dr. Frog, the eternal childhood heart. The problem is the same as d.

F: Professional concentration, children's experts, all in Dr. Frog. "Professional focus" and "children's experts" are repetitive.

G: Dr. Frog, the child's personal expert. It feels like F comes from the same person. Plain, short, rhyming and catchy, with no content at all.

H: Dr. Frog, capture the children's happy time. Where does the word "capture" come from? What did you "catch"? Suitable for children's photo studio and children's special digital camera.

K: Children's world, same choice, Dr Frog. My baby plan, doctor frog. The problem is the same as d.

Third, rethink advertising language.

To make it clear, I also want to talk about an extremely important issue: the mode of buying children's clothes. With the continuous improvement of the economic level since the reform and opening up (model background), we omit it. This is how urban middle-class families (the main target after Bo Shi Wa market segmentation) buy children's wear. "Baby, do you want new clothes, mom and dad to buy clothes for you? Which one do you like? " Honey, you got the top three in this exam. Mom and dad bought you beautiful clothes, so you can buy whichever you like. Great, you have passed the tenth grade of piano. What do you want? Mom and dad will see you off! ".If you carefully observe these examples and people around you, you will have the experience that children themselves have great shopping choices!

This important factor cannot be ignored. In the 1980s and 1990s, it can be said that parents were arbitrary in buying children's clothes. They will buy the cheapest children's clothes that won't wear out. At this time, the children's wear factory and the children's wear seller only need to lower the price, and then say to the children's parents: this is genuine, really good, and it doesn't wear badly. If you don't believe me, tear it by hand, even if you tear it! Children's parents will probably choose a few.

For the important factor of "children's own shopping choices are great". Dr Frog has a vision. Children themselves like anime elements. At this point, I have to say that Dr. Frog has an advantage. Similarly, advertising language should be catchy, catchy and memorable like nursery rhymes. It is very important for children to like this kind of advertising language.

So my conclusion is that high-end children's wear should be the main target of advertising, and their dominant position is even higher than that of parents.

For example, two things that a friend of mine thought of "Dr. Frog, top dog, Healthy Growth and Happy Haha" and "Dr. Frog, top dog, Wear it and Grow Happy" are not very good, but I think they are all ok. If nothing else, just saying "top notch" and "happy haha" can make children catchy and memorable, which is more likely to bring back customers for Dr. Frog (children take the initiative). They may forget Dr. Frog, but they may remember Top-notch, and they are more likely to remember Lehaha. Therefore, it is more likely to choose Dr. Frog again.

Fourth, sublimation.

What's next? Here is a heavyweight, the boss of Jiangnan Chunjiang. In view of his existence, Boshiwa may take action in selling shares, mergers and acquisitions, joint ventures and so on. This kind of publicity has undoubtedly improved the brand value of the frog doctor, and the next step will definitely make the real money in the frog doctor's pocket far higher than this operating cost.

However, if there is really real money to operate, is it really a long-term good thing? I personally don't think so. In such a big market as China, if I were the boss, I would choose to be down-to-earth and do: ethnic children's wear. Because primary and middle school students in China need a thin and tough sweatshirt with linen under their arms, which is convenient for sweating. In fact, there are still many things to do. Besides, isn't it worthwhile to do something for the children in China?

In the era of real money and silver, who still believes how big the stage is and how big the heart is?

Verb (abbreviation of verb) summary.

It took so much effort to say so much. Finally, I also gave Weibo a hand:

Things are unreliable, people are unreliable, and advertising language is unreliable. I speak on behalf of the masses, hehe!