Chapter 5 Section V How do you think Melatonin Advertisement is rated as the first of the "Ten Bad Ads"?

Originally a company that sells products, sometimes it is very keen on image advertising.We see it every day, and many advertisements have been on for a long time without knowing what they are selling. Why people are always keen on this kind of advertisement, in fact, I don't know.I don't think this kind of advertising is effective.But one advantage of this kind of advertisement is that it is particularly easy to win.Look at the top ten advertisements every year. China has rated the top ten advertisements for 15 years. The top ten awards are basically this kind (I don’t know what it sells).The only problem is that when the awards are judged the next year, the ad will not be there because the ad has no effect or the company has gone bankrupt.

Melatonin was ranked in the top ten advertisements in the past 15 years, and it is still in the top ten advertisements today.Including Harbin Pharmaceutical Group's advertisements, there are several companies that are actually rated as the worst advertisements every year, but they are the same old faces every year, and they are still the same after 10 years, because they are still alive. In fact, "gifting" is a way of purchasing. Melatonin is a product that ultimately depends on old men and women, that is, the elderly to consume it. Gift giving is just one way. But according to our statistics, about 70% of the consumption of melatonin is actually through "gifts". gifted by children.Less than 30% are bought by themselves.Basically it's a ratio like this.

Our melatonin advertisement was rated as the first place in the "Ten Bad Ads". At the beginning, it will be a little affected and our determination will be shaken a little. More than ten years ago, when we first got this news, some of us were very depressed, saying, why should we give ten bad reviews? Our commercials are shot beautifully, and the effect is also very good. Why do we get poor reviews?That's the way it was in the first year.Every year after that.Most of the time, we were rated as the top ten advertisements, and then we were rated as the second place, which was the second place among the top ten advertisements. We were quite depressed.

why? The reason why this advertisement was rated as poor is mainly due to two aspects.There are two factors that lead to "poor". First, let them remember your ad, that is, your ad is shot well. Second, the frequency of your broadcast is high.The impression is deep and the frequency is high, leaving a brand in the minds of consumers. For those who have left a brand in the minds of consumers, when it is time to judge the top ten advertisements, no matter how beautiful your shots are, he will definitely judge you as the top ten advertisements, the worst. The reason is this, when the audience is watching a series, you suddenly come to an advertisement, do you think he can like it?So he must be resisting in his heart, no one moves a stool in front of the TV and waits to watch the advertisement.

In fact, everyone resists advertisements in their hearts, and they are forced to do so. So which advertisement has a deep impression on his mind and a deep engraving, he must judge you the worst. The top ten advertisements are different, the top ten are judged by experts.