After rebirth, I became a great master

Chapter 127 Demonic Nature

Zhou Haoran made up the story on the spot.

A plan was worked out.

He looked at Hu Xiaochen and said with a smile, "How about it, Director? Is this okay?"

"Yeah, sure."

Hu Xiaochen looked at him with a complicated expression, and his demeanor and tone became gentle.

Zhou Haoran asked, "Then let's shoot the ad based on this design. If there's anything inappropriate, you can always adjust it. Let's discuss it together."

"I feel very good."

Hu Xiaochen felt a little guilty, but was too embarrassed to offer any suggestions.

She's not an advertising person.

But she is a media person and has some knowledge of communication.

The plan Zhou Haoran just gave...

Even though she was a media person, after hearing those advertising slogans, she had the idea of ​​buying a set of "Children's Encyclopedia" for her brother's little niece.

Children's education is every parent's weak point!

Even if a person is an unforgivable bad person, when educating his children, he still hopes that he can make progress and become a good person.

What about ordinary people?

The top scorer in the college entrance examination is truly a deterrent example.

"Let's start filming then?"

Zhou Haoran had already seen that she had given up resistance and obeyed his orders.

Hu Xiaochen nodded gently, "Go ahead and shoot!"

Zhou Haoran encouraged the two top scorers in the college entrance examination a few more words and then left.

The official shooting begins.

Dongfang Lang came over happily and whispered, "I finally understand the difference between promotional advertising and demand advertising you mentioned."

"Oh?" Zhou Haoran was unconvinced. "Can you understand?"

Dongfang Lang snorted and curled his lips, "Who are you looking down on?"

"Then tell me."

"Promotional advertising is just about promotion. Just like there was an electric fan commercial, the Chrysanthemum Fan."

"what?"

Zhou Haoran came from an era where many words were polluted, so he felt a sense of absurdity.

Dongfang Lang laughed and said, "What a classic commercial! You must have seen it on TV. It was filmed by the famous star Chen Hong. There was a fan on the side of the road, and she passed by. The fan blew up her skirt, and she quickly pressed it down. Then a background sound came, 'Chrysanthemum Fan, Cooling the World.'"

After hearing what he said, Zhou Haoran remembered that he had actually seen this advertisement on TV.

Because the shape is so special.

She imitated the Hollywood actress Marilyn Monroe, who lifted her feet to cover her skirt, which was both enchanting and charming, and very attractive.

But speaking of advertising...

This advertisement for the chrysanthemum fan can be said to be the overall reaction of the domestic advertising industry in this era. It is as bad as it can be.

It's unimaginable that they spent so much money to hire a big star to endorse the advertisement, but the advertising copy is so bad.

Dongfang Lang said: "'Chrysanthemum fan, cool the world', this is the promotional advertisement."

Zhou Haoran nodded, "And it's a very bad advertisement."

Dongfang Langdao: "If it's demand advertising, it's different. It's about stimulating consumers' needs. Products can meet their needs, so it can better stimulate their desire to buy and thus increase conversion."

"improve rapidly."

Zhou Haoran never dared to look down on him. Not only him.

All the high school friends who sold books with me were treated equally.

Every top student in key domestic universities these days is excellent!

Twenty or thirty years later, they will all be elites in various industries!

Hu Xiaochen was directing the filming of the commercial over there.

Dongfang Lang and Zhou Haoran watched from a distance, analyzing the situation and saying, "There's an ad that says, 'Wash, wash, bathe, baby needs golden water.' That's a demand ad, right?"

Zhou Haoran smiled. "Yes, although 99% of the current domestic advertising industry is shoddy and terrible, there are still some classic ads, and this one is one of them. The demand isn't actually strong, but it increases the psychological appeal."

"The demand isn't strong?" Dongfang Lang asked. "Why isn't it strong?"

Zhou Haoran said, "This isn't a strong demand. What kind of effect can be achieved by bathing a baby with Baby Gold Water? If they can learn from me, for example, 'Baby bathing with Baby Gold Water can help him become the top scorer in the college entrance examination,' then this is a strong demand."

"Oh my god!" Dongfang Lang was shocked and his face changed. "Isn't this a lie?"

Zhou Haoran waved his hand. "That's another big topic. I'm just giving you an example. The original advertising slogan did show the demand attribute, but it was very weak. If you want better advertising copy, you must strengthen the demand attribute. Does using Baby Gold Water make you healthier, smarter, and more beautiful?"

Dongfang Lang frowned slightly, "It's not allowed by law, right?"

Zhou Haoran smiled and said, "It all depends on your skill level. Whoever can do the best will stand out. However, 'Wash, wash, bathe, baby needs golden water' is also quite good. Although the demand is not high, it has increased psychological value. This slogan is not spoken, but sung."

“Yes, I can sing.”

Dongfang Lang laughed and sang it again.

Zhou Haoran said, "Yes, the singing is very magical, which can make it more deeply rooted in people's hearts. This kind of psychological stimulation is a higher level of advertising standard than demand advertising."

"That's it..."

Dongfang Lang seemed to understand but not quite.

Zhou Haoran couldn't explain it to him too clearly at the moment, because even twenty or thirty years later, most people who don't understand the underlying logic of Internet products still don't understand the reason behind it.

The devil can directly hit human nature.

For example, the music produced by many music masters is no longer popular. What is popular are those internet celebrity songs with the simplest chords because these internet celebrity songs are too magical.

For example, in those dancing videos, no one watches the dancers’ dance, only the magical dance can control the public.

For example, writing novels, filming short dramas, establishing celebrity personas, and organizing marketing events.

They are all playing "abstract flow".

In fact, it is also the hidden evil at work.

This kind of thing is the easiest to brainwash.

Good or bad, right or wrong is not important. As long as the brainwashing is successful, all audiences can be captured and made to applaud and praise the person willingly, and he or she can be deified.

"This level is too high. You won't understand even if I tell you." Zhou Haoran couldn't tell him too much. "If you want to learn, go study Apple in the United States. Look at Apple's marketing plans, look at those commercials made by Steve Jobs. When you have time, you can also study religion. Human civilization has been around for thousands of years, and the basic elements of human nature have never changed."

Dongfang Lang said, "Then let's try something more low-brow... Hmm, I remember that ad: 'Protect your throat with Golden Throat Treasures.' How do you like that? Doesn't it seem like a strong demand?"

Zhou Haoran smiled and said, "Yes, this advertisement is very good, showing strong demand. The market will give its due. Products with bad advertisements may be eliminated in a few years. Jinshengzi throat lozenges will definitely become bigger and stronger."

Dongfang Lang said seriously, "I read the news. It said that the sales of Jinshengzi Throat Lozenges this year are expected to exceed 100 million yuan. This is because they advertised on Crown TV and came up with such a great slogan."

"Breaking 100 million is considered a small amount."

Zhou Haoran was in awe of this.

The female entrepreneur behind Jinshengzi Throat Lozenges is a true leader in marketing in China. She even managed to lure Ronaldo into her business. There are so many similar products in China, and only those with strong marketing skills can truly thrive.

Dongfang Lang suggested with a chuckle, "Would you do that kind of psychologically stimulating... well, like the kind of magical commercials you mentioned?"

"Yes!"

Zhou Haoran is the vice president of product at a major Internet company, and this is an essential skill for him.

Dongfang Lang said, "Then why don't you use the advertisement for this set of books? I only see the demand aspect, but it doesn't seem magical at all!"

(End of this chapter)