The weather in Yiyang is good, copywriting

10:00

Send the first batch of advertising slogans (first draft) to the competent authorities (9 articles)

As expected, none of them attracted the interest of the supervisor.

Maybe I don't know enough about the product.

Or is it because I don't know enough about the market and the needs of customers here?

The director suggested a little writing direction.

We can start with ceramics, architecture, home, life, space and so on.

You can also learn from other related slogans.

Under the guidance of the supervisor, I seem to have some ideas and ideas.

Rewrite ...

15: 10

The second batch of advertising slogans (second draft) was sent to the competent authorities (document 15).

As expected, he was shot.

Mr. handsome in charge, one sentence is concise.

"Lack of domineering"

Come to think of it, this is also a truth.

Such a domineering name should be accompanied by a more domineering slogan.

But after reading the thinking direction given by the supervisor, I lost my way.

"Brilliant your home.

Expensive and shiny jewelry world "

After reading it, I was thoughtful.

Novices need to be honed by the market and customers.

Newcomers must learn to accept reality and stand the test.

The market climate determines the development direction of advertising works.

The thinking of customers affects the creativity of advertisements.

The strength of planning, creativity and copywriting is so pale and powerless at this moment.

return

Change the way of thinking

Keep writing ...

16:00

Today is the winter solstice festival. Foshan people have the habit of winter solstice (they call it off-year), and the company leaves work two hours early.

Colleagues have an appointment to play basketball.

In 2007,12,24 (Monday) was fine.

Details make life, and time changes fate.

There is not so much to do in the company every day, which gives you many opportunities to observe life.

Especially observe some details of the company's daily life.

A staff meeting was held this morning.

The general manager makes work arrangements on the stage and can answer the phone casually under the forest.

It was not until her voice drowned out the voice of the general manager that she got a hint from the boss.

Perhaps this is one of the privileges she can enjoy after working in the company for seven years.

It is human nature to have strength and privilege.

As an advertising company that has been in the advertising industry for ten years.

It has a very sound system and a life style that can stand the test.

Nevertheless, a unique cultural atmosphere has not been formed, or an inconspicuous corporate culture has been formed.

This may be related to the company's annual employee turnover rate of 30%-50%.

Compared with other internship units, there are often some activities.

The activity of our company is that the boss makes us work.

Colleagues seem to be used to a person's hard work.

Seems unwilling to exchange ideas with others.

For an advertising company, this is very special.

Maybe I was deceived by my own eyes.

……

Hehe, I was distracted.

Come back and write one!

27 (Thursday) sunny

I stayed in the company for a day.

The happiest time is to go back to my apartment.

Here, you don't have to guard the tension and loneliness of the company.

I also use my head to find ideas, copywriting and advertising slogans.

Not to mention trying to listen to advertisements that are more difficult to learn than foreign languages.

There is a wonderful life segment about residence.

We had a rest last Sunday, and we had nothing to do.

Chatting on the balcony on the third floor, I only heard voices downstairs.

"Wow, someone lives here!"

Yes, I had a similar idea when I first came here.

But now it has changed its original view.

It can be said that this place is paradise, and everyone gets together after work every day.

Or chat, talk about life, talk about work, watch TV collectively, or grab something to eat together.

……

Guan always comes once a day, and he talks to us from time to time.

Every time I chat with General Manager Guan, I can always learn something different.

These are enough to enrich my internship life.

A building, a family, a life, a lifetime memory.

Winter is warm, sunny and enjoyable.

The internship is over, and many internship experiences and feelings seem to have been forgotten. The plants and people in the school are very kind. I hope I can do better at work after graduation.

Internship report

I. Overview

From February to June, 2004, I worked as an advertising intern in Guangzhou advertising company for four months, doing advertising copywriting, and sometimes taking charge of some AE work.

Among the numerous international, local, 4A and non-4A advertising companies in Guangzhou, advertising (now renamed as Island Advertising Company) is a typical small local company with small scale and little business. From mid-February to resignation, the number of employees in the company is stable within 30, which is divided into two customer service groups: real estate group and comprehensive group; At the same time, there are no more than five advertisers, of which only two are stable long-term customers. Of course, as far as I know, the company's benefits are good and it is in a period of steady rise.

The company is located in Dongfeng East Road, Guangzhou, close to large and medium-sized advertising companies such as Shengguang, Baima and Himalaya. The internal setup of the company is similar to that of other companies at the same level: the boss and the general manager of the company lead two groups respectively; Each group consists of strategic director, account director, senior copywriter, copywriter, beauty finger, design and AE, and there is a separate media group responsible for the media delivery of these two groups.

Because the company is small in scale and the internal staff can operate flexibly, I have also been able to participate in the development and exchange of copywriting, creativity and customer service of several customers, and gained many rare opportunities for learning and exercising. The following is the service status of several major customers I participated in.

Second, the internship experience

1, the competition exhibition storm in Xinyan Garden.

Xinyan Garden is a long-term and stable customer of the company (charged monthly)-a residential building owned by Tang Yan Real Estate. When I entered the company, customers were asking for a new round of advertisements in Guangzhou Daily to adapt to the opening promotion activities during May Day. The purpose is clear (opening promotion), the cost is limited (1 10,000) and the opportunity is limited (8 Wednesdays and Fridays in two months), so most of the two groups set out to hold brainstorming meetings, the media plan was quickly determined, and the date, theme and progress of the manuscript were clearly defined in the work list. What's left is for everyone to do their job and come up with a plan quickly. Because this customer is very picky, he must come up with several sets of manuscripts in advance.

Focusing on the theme of "Pure Life in the North of Tianhe", aiming at the indigenous residents in Tang Yan area with moderate purchasing power and the young white-collar workers who buy houses in Tianhe District, we asked our four copywriters to come up with their own plans as much as possible. Because I am a complete novice, I am not familiar with the operation of Guangzhou real estate at all. It can be said that I have never been exposed to real estate advertising cases. What should I do? I quickly borrowed some real estate advertising highlights from the company library, borrowed newspaper clippings and went to the movies by bus on weekends. Cramming at the last minute, I finally got a little emotional understanding.

At the regular meeting on Monday morning, I also took out two sets of complete copies I wrote: the title, the text and the feeling of the picture. I forgot the details. I only remember that I was actually very nervous, but a group of people, including the director, just listened, asked some questions and didn't accuse anything. Actually, it was nice meeting you. Ask each other questions and inspire each other. The atmosphere is very good, and my mind is tense and active. Some brilliant ideas flashed from time to time.

The so-called "competitive demonstration" is actually the competition between two sets of schemes formulated within our company. The "Illustration Draft" is hand-painted by one of our great artists, featuring a unique sense of picture and the courtyard life atmosphere of "childhood memories". It took us a long time to polish the title and copy the match. "Next to the big style manuscript" is our nickname, because the pictures in the manuscript are all foreign life scenes in the gallery, and also show a soothing, warm and quiet life atmosphere, which is in line with the life expectation psychology of the target population.

We mainly selected these two sets of manuscripts for customers to choose from, although we think the first set of manuscripts is obviously more suitable and easier to "jump out" in Guang Ri where real estate advertisements are overwhelming. As a result, the customer chose the second set for the simple reason that the draft illustration was too risky.

At school, we are usually told that we should try our best to convince our customers with facts and data. However, when the result of this behavior cannot be presented, any past facts will not fully convince the customer; In business society, market effect determines everything, and customers have the final decision. If the customers are conservative, we can only choose the safest one. This internal "competitive presentation" makes me realize that in the real advertising operation, many uncontrollable factors make the advertisements that really appear in front of the audience not the most suitable for communication, the most pertinent to consumers' psychology, or relatively excellent advertisements.

For this customer, we have adopted advertising forms in Guang Ri and Du Nan, such as newspapers, soft articles, DM, POP, leaflets and so on. Among them, my biggest frustration is the writing of soft articles: as a reporter, I don't show any traces, seize the concerns of consumers and promote advertisements. I think we need to practice more in this respect. In the later period of service, I was responsible for the overall planning, design and delivery of a DM manual, Pure Life Manual, which is a life guide for the corporate image of the whole real estate company of the client and permeates the image publicity of the client in various forms.

2

Reply time: June 2006

222.223. 1 16.* Second floor

Today is the first day of internship. I feel cool in the air. If I put on more clothes, I might feel warm. I think: good weather must represent a good start. With some excitement, I arrived at the meeting place at 8 o'clock. After receiving the helmet, I couldn't see the teacher coming. "What's wrong with this? Although it is on the school website today, it is necessary to have a teacher to show off. " Watching other people's classes start, it is a very bad smell, so I have to hold my helmet and feel weak when I stand and sit. Finally, the enthusiastic teacher of another class looked at the south building of the doctor's building, and felt nothing after the effect. But I think there must be something this afternoon.

The teacher came on time this afternoon. He will take us to visit Alice's construction site. Along the way, the teacher said to remember when entering the scene, "stop and look around" (that is, don't walk too fast and have a pause; Second, look: look up and look down; Look around: left and right). All the way to the scene, I saw all kinds of material yards, and the steel bars were placed neatly and orderly, just like the goods in the store. At the entrance of the material yard, there are eye-catching categories such as operation specifications and safety codes. This is one of the major projects in Yiyang City, so the construction team on site is huge, and those safety helmets can be seen clearly from a distance. There is a tower crane on one side of the construction site, which is very big, and the arm length of each tower crane may reach 50 meters. The whole tower crane is embedded in the structure and fixed firmly. The main body of the tower crane is a lattice frame, which is built one by one, and a very simple steel ladder is installed inside. It is said that the steel ladder is actually composed of several longitudinal rods and several rings parallel to the horizontal plane. It's really hard for master to climb up and down from here every day. Another attraction on the construction site is the dense piles. The worker's master told us that these piles have all gone down to 30 meters, which is twice as deep as the doctor's building I saw this morning. I really don't know how to do it so deeply. It needs steel essence and cement. How much does it cost? There happened to be one digging over there. I ran over, and in a few minutes I lifted a dustpan of clods, and a water pipe kept pumping water from below. It seems that the master below is really sorry. No wonder it takes so long to lay the foundation for such a difficult task.