Chapter 10 Advertising talk

Small order The great British writer Marco Lei said: "Advertisement is to commerce what steam power is to machinery, and it has a great driving force." The great American businessman O'Gooden said: "There are three elements of commerce: (1) Commodities ; (2) Affairs; (3) Advertising. Advertising is especially the driving force behind the three." Cloud. Gai merchants study advertisements, and sergeants study strategies.Commerce is peaceful war, advertising is the strategy of peaceful war.In this era of victorious and inferior, it is still sticking to the strategy of decades ago, and there are few people who do not lose.Therefore, our agency especially advocates the latest advertisements. It is not a sycophantic to accept its lack, and it is correct to draft a few drafts every day.In my spare time, I plan to compile "Advertising Conversations" and record it at the end of the newspaper at any time.The research is shallow, and suffering cannot be regarded as accurate words. Fortunately, there is no time to abandon it, and there is a way to correct it.

one The meaning of advertising can be divided into narrow sense and broad sense.Advertisements in a narrow sense include the sale of goods, the final accounts and reports of banking associations, etc., which have the purpose of advertising to the public, all fall into this category.That is what we usually call advertising.When it comes to advertising in a broad sense, its boundaries are almost hard to determine.Almost all phenomena in society have elements of advertising.For example, young women, elegantly groomed and paraded in the city, can be recognized as advertisements. Regarding the discussion of advertising in a broad sense, there is an essay in "The Art of Advertising" written by the Englishman William Steed, which is translated as follows:

When the society is not advanced, the methods of advertising are quite rough, but it cannot be called non-advertising.For example, the chief of the Indians in the United States, adorned with feathers, is showing his subordinates and advertising his meaning as a chief.As society progresses, so does advertising.Due to its occupation and status, its advertising method is unique.Therefore, no matter who, there are corresponding advertisements.The progress of society is like this. Up to the sacred and inviolable Queen, down to the scumbags wandering the streets wiping their boots, there is no one without advertisement.The queen's advertisement is popular in China.All "Court Records" recorded every move of the queen in almost exhaustive detail.The coat of arms of the royal family and the statue of the queen are passed down to all ages and become immortal advertisements.

Using advertisements in currency is not something that one person can do, only the queen can do it.No matter gold, silver or copper goods, they are all engraved with the portrait of the queen.There is almost no such thing as the most grand and appropriate advertisement in the world. The second currency is postage stamps, which are advertisements for the establishment of the Queen.All postage stamps reveal the image of the Queen.Stamps are popular all over the world, and the portrait of the Queen is also familiar to people of all races in the world.It is no different from ordinary businessmen who sign their names on postcards and print their portraits on advertisement letters.

In addition, in the political world, the speeches of politicians and other political actions can also be recognized as effective advertisements.This kind of advertisement first appeared in word of mouth, and then published in newspapers.Therefore, every politician is cautious and thorough, and the way to judge whether his plan is true or not is almost the same as that of a businessman who studies his advertisements.Politicians will win over their political opponents and will have to make false efforts in advertisements, and business will have to beat their competitors and will have to make big advertisements.Advertising is so useful!

The above is what the Englishman Williams said. Although the words are almost ridiculous, the broad scope of advertising in the broad sense can be glimpsed here! two Advertising as science?Technology?Does it have research value?The existence of advertising has not yet been touched by humanity, so it is difficult to assert that advertising is a science.However, the principles and principles of its domination are conclusive and verifiable.It cannot be dismissed as pure technology.Advertisement is developed, it is really late, and it is only for practical use by businessmen.Scholars' comments are almost unheard of.Take economics, for example, until today, it is not considered one of the sciences.However, a hundred and forty years ago, almost no one recognized him as a scientist.For sprouts are buds, and they are about to bear good fruits and adorn good fruits. "Advertising science" must have a declaration in the world one day, and it can be assumed.

It is said that advertising is not a simple technology, which can be compared with "bookkeeping".Bookkeeping is either a study or a technique.The students claim that each has its own reasoning.In modern times, almost all advocates of "bookkeeping" are in the majority.The nature of advertising is very similar to that of bookkeeping. It is better to regard bookkeeping as a science than purely technical evil! Civil law has rules on advertising, which can be determined in detail based on subtle principles in jurisprudence.In terms of commodity trading, in commercial economics, when discussing the exchange of goods or transportation, advertising actually plays an important part.In business management, when it comes to store organization, advertising is also the only element.In addition, if you want to advertise, it is necessary for life to introduce whether the advertisements are similar.Because advertising is indeed the hub of the economy, it is by no means limited by pure technology.

three Advertisement classification is distinguished from various aspects, ranging from category to complexity.Those who reuse paintings are called painting advertisements; those who reuse words are called text advertisements; those that directly achieve their purpose are called direct advertisements; those that achieve their purpose indirectly (letters from pharmacy registration, public announcements by colleagues from the medical department, etc.) fall into this category. ), known as indirect advertising.Also, if it is used for business, it is called a commercial advertisement; otherwise, it can be called a non-commercial advertisement.In addition, such as large advertisements, small advertisements; long-term advertisements, short-term advertisements, etc.This kind of classification is due to the purpose of advertising or the method of advertising, but it cannot be called an appropriate classification.

Appropriate classification can be divided into two types: one is mobile advertisement and the other is fixed advertisement.The history of its development shows that the two have different origins.There is almost no better method of classification than this one. Mobile advertising, such as news ads and the like.After the news is printed, it must be delivered, which is the effect of receiving advertisements.Therefore, the effectiveness of such advertisements should be judged according to the slow speed of their movement.Those who belong to this category include flyer advertisements, postcard advertisements, and sample advertisements.

Stationary advertisements, on the contrary, are non-movable, such as advertising boards and the like.Advertisement boards stand upright in the market, showing off their splendor, and passers-by pass by, wandering and looking at each other, and the effectiveness of advertisements is obvious.Those who belong to this category include signboard advertisements, stage curtain advertisements, park chair advertisements, tram advertisements, etc. Mobile advertising is automatic, and fixed advertising is automatic.In addition, there are also those who are both active and other, which are called neutral advertisements.For example, a month card advertisement, when it is given as a gift, is a mobile advertisement; and hanging on the beams and walls, as a decoration on the right side of the seat, it is also a fixed advertisement.Those who fall into this category include fan advertisements, wine glass advertisements, and hand towel advertisements.

Also, the boundaries of the above three types may also be mixed.For example, the news that is usually delivered is a mobile advertisement; the news stored in the public reading place is a neutral advertisement; the news posted in front of the news agency is a fixed advertisement. Four Advertising is a good way to attract customers.Often have the same commodity, the same real price.Those who make good use of advertisements will prosper, and those who do not make good use of advertisements will perish. This is a fact that cannot be concealed.Although it is cheap and beautiful, it is impossible to get quick results if you put all your efforts in advertising.On the contrary, advertising is the main focus. Although there are no special cheap or rare items, it can be exaggerated in newspapers, planted and painted boards in thoroughfare, with golden drums in the daytime and electric lights in the night.The husband and the customer came together, exhorted and rewarded, began to sip good tea, and then presented lottery tickets.Never tire of choosing, never rejecting returns and exchanges, there is no one whose business is not prosperous. Advertising is so important.However, which method of advertising is the most appropriate?Today there are three big differences: currency advertisements, postage stamp advertisements, and news magazine advertisements. 1. Currency Advertisement Currency is used by ordinary people.Regardless of high or low, male or female, old or young, there are almost no people who do not use money.Therefore, the effectiveness of currency can be spread throughout the country, and it can be circulated continuously, occupying the first place in advertisements.Today, comparing 10,000 pieces of currency with 10,000 pieces of newsprint, the effects are as follows: The circulation of currency is counted by one hand per day. Ten thousand coins can pass through the hands of 100,000 people in ten days, and one million hands in one hundred days.By analogy, if it is hundreds of years away, the circulation of money is infinite.The effectiveness of advertising is also increasing day by day.Not so with newsprint.According to the calculations of Western scholars, each piece of newsprint has an average of eight readers, and 10,000 pieces of newsprint have a total of 80,000 readers.However, the circulation of news is only on that day, and when it catches up to the next dynasty, few readers will read it.Therefore, it is said that there are only 80,000 readers of 10,000 pieces of newsprint, which is beyond contempt.Compared with the circulation of various currencies, from ten thousand to one hundred thousand, to millions, how can it be calculated in terms of its effectiveness!In addition, money is precious to people, so it is less likely to be lost or damaged.If it is newsprint, you can see everything at a glance, and discard it like a trash.The prolongation of its lifespan, why is it so evil to look at each other! In the past, a British merchant engraved his name on small silver coins in France and distributed them everywhere, which achieved good results.However, the use of advertisements in currency is often banned by the government, and there is no one who can do it today. 2. Postage stamp advertisement Although the effectiveness of postage stamp circulation is inferior to that of currency, currency can only be circulated within the country, while postage stamps can be circulated freely within the territory of the United Nations.Currency advertising is domestic, postage stamp advertising is world.Old foreign traders use postage stamps to advertise, which is especially effective.But private individuals do not have the right to manufacture postage stamps. This is not the case in our country, and countries all over the world are in dire straits. 3. News magazine advertisement News magazine advertisements are less effective than the former two, but they are simple and easy to implement.It has three advantages: A. The most widely circulated billboard advertisement is limited to a certain position.Tram advertisements are limited to the scope of railways.Advertisements for hand towels are not included in the hall of honor.Advertisements in letters are not in the eyes of the family.As for news magazines, regardless of nobles and commoners, old and young men and women, they are not limited to class, not far and near, and they are not bought and read.Therefore, advertisements in news magazines are indeed superior to practical advertisements. B. The cheapest advertising, no matter how subtle it is, if the cost is too high, it will lose its capital and profit.If it is a news magazine advertisement, it is cheaper than others.For example, to invent 100,000 postcard advertisements requires an investment of 1,000 yuan. In addition, there are printing fees, delivery fees, etc.If the news advertisement is counted as half a page, the general value in Shanghai is about 20 yuan, and the cost varies greatly. C. It takes a long time to manufacture the fastest hand towel advertisements and print advertisements.In today's business world, every second counts.This kind of advertisement is hardly suitable for flexible use.If the news advertisement can be published within a few hours, it is the fastest to deliver the news.This is where magazine advertisements come in second to news advertisements. The method of advertising mentioned above is theoretically the first currency, followed by stamps; in practice, news magazines should be promoted.And the news advertisement is especially the first good law cloud. Fives The classification of advertisements has been briefly mentioned in Chapter Three.Here is more to sum up the essentials, don't be twenty.The details are as follows: 1. News magazines; 2. Leaflets; 3. Catalog of books; 4. Book attachments; 5. Business solicitation; 6. Pricing table; 7. Paintings, postcards, envelopes, etc.; 8. Time constitution book, month plate, diary book, week table, etc.; Nine, the train; 10. Tram; 11. Advertising umbrella; 12. Advertising tower; Thirteen, board painting; 14. Music team; 15. Stage curtain; Sixteen, forests; 17. Park chairs; Eighteen, electric column; 19. Fans, wine glasses, eating chopsticks, matches, etc.; 20. Clothes and hats, towels, baggage, etc. 1. News magazine advertisement News magazines are of various types, with different properties and different readers.Therefore, advertisers should examine the nature of their news magazines to see if they are suitable for the one they are advertising, and they will receive good results.The above-mentioned poster circles, such as "Newspaper" in the business world, "Minli Newspaper" in the academic circle, "Women's Times" in the women's circle, "Education Magazine" in the education circle, are closely related.They also recruited Japanese newspapers, for example, "Jiji Shinpo" reads more businessmen, "Daichi Shimbun" reads more officials, "Yomiuri Shimbun" reads more writers, "Wan Chao Po" reads more middle school students, and "Tou Shimbun" reads more. Duoyouren, geisha.Human beings are different, and the things they need are also different.Advertisements for cigarettes in children's magazines are rare. 2. Flyer advertisement Although the effectiveness of leaflet advertisements is inferior to that of news magazines, they are only suitable for inland stores.The mainland and the cities are different, and the scale of business is extremely narrow.If you place an advertisement in a news magazine, even though the city is well-known, there are very few local people who know it.It is most suitable for flyer advertisements.Printing is cheap and delivery is easy.There should be no better way than this. 3. Book catalog advertisement Bookstore advertisements should be based on the main position.Therefore, book catalogs are printed in publishing houses or sales offices for buyers to ask for.Ordinary book catalogues, published once a year or once a month, or on a single sheet of paper, or bound into volumes separately. "The Pacific News" unprecedented and latest advertisement Unseen in the Shanghai poster industry for more than 40 years Unseen in more than 4,000 years since the founding of China In the advertising department of my "Pacific Newspaper", everyone who is proficient in European and American advertising techniques presides over it, writes the latest advertising texts, and studies the latest arrangement methods. There are four specialties of my latest advertising: 1. For the old Shanghai advertisements, there is a separate page for them.But those who read newspapers mainly read the news and do not pay attention to the first page of advertisements, so their effectiveness is very weak.The latest advertisements in this newspaper are all inserted into the news, or arranged at the upper and lower ends of the news, almost integrating the news and advertisements, so that people who read the news have to read the advertisements. 2. Shanghai's old-style advertisements all have too many words and are arranged tightly so that they cannot be eye-catching.Fortunately, it was seen by newspaper readers, but it was often said that there were too many words to read.For the latest advertisements in this newspaper, the text should be concise and the arrangement should be clear, so that readers can understand at a glance, and can understand the main idea of ​​the entire advertisement within half a second. 3. Most of the old-style advertisements in Shanghai are based on direct writing of facts.Novelty tricks are rare.The latest advertisements in this newspaper specialize in novel patterns, arranged in various patterns, or added eye-catching pictures.In addition, there are novel advertisements, news advertisements, telegraph advertisements, and magazine advertisements.There are many types, too numerous to enumerate, and they are mainly fascinating. 4. In the old Shanghai advertisements, each type of advertisement was published continuously for several months or years, so that newspaper readers were familiar with it and had no effect at all.The latest advertisements in this newspaper can be written in various novel styles at any time, and can be changed every few days.If you are willing to make a special charter and change it every day, you can also do so. The advertisement of "Pacific News" has these four specialties, so the advertisement of "Pacific News" is recognized as the latest advertisement in the society of the Republic of China. Local advertising price (abbreviated below). (1) Advertising in the advertising department Since our company released the latest advertising regulations, it has received hundreds of advertisements from all walks of life in recent days, and many of them are long-form, so they cannot be canceled immediately, sorry for the usefulness.Except for those who come first will be posted out each day, the rest will be temporarily posted in small and simple advertisements to reward Ya's life, hereby declare. One, thanks to the great friendship of Xie Deng’s advertisements; One to prove the value of our Pacific advertising; One is to show the development of advertising knowledge of our compatriots since the revolution. (April 1) (2) Advertising in the advertising department The advertising department of our agency is planning to edit the "Pacific Advertisement Collection" and distribute it to all walks of life.The first volume will be printed immediately, and a volume will be published every two months in the future. (April 10) (3) Advertising in the advertising department This agency edits the collection of advertisements, and Mr. You Xiyin has accepted the preface. (April 12) (4) Advertising in the advertising department Since the publication of this newspaper, it has been well received at home and abroad, and the advertisement column is especially praised by Daya.Therefore, there must be dozens of advertisers in this port every day, which is an unprecedented event in the reporting industry.However, advertisements in other places have not yet developed. If anyone is willing to accept advertisements as an agent, please ask for a letter, and you should send a special chapter on the collection of advertisements and the price of advertisements in other places. (April 19) (5) Important advertisements of the advertising department Recently, there are many new-style advertisements. It takes a long time to write an article, and I apologize for the delay every time.In the future, if you accept a new type of advertisement, please submit it in a few days first, so that it can be considered and perfected, and the engraving is exquisite.But for those who must hurry, log out in a simple form first, and then change various tricks in the next day.Only this Buda.Hope to forgive you. (April 23) (6) Reply from the Advertising Department Xu Jueshi asked: What is the style of calligraphy written by Li Shutong?Is there a sample? Answer: The masthead of this newspaper and the new advertising wooden stamp of this newspaper are all written by Li Jun, which can be used for reference. (April 29) (7) Reply from the advertising department Zhang Junjian: Can the format of the new advertisements in this newspaper be reproduced and published in other newspapers? Answer: This newspaper mainly focuses on opening up the air, and is unwilling to restrict copyright.But if you need to use it, you can copy it at will and reprint it in other newspapers. (May 6th)