100 essential tips for advertising and marketing

There are many benefits to working in advertising, but I think the most important thing is some common sense.

Some people have already known these common sense, while some people will never know them in their entire lives. I think they are suitable for everyone and sharing them will definitely be helpful.

Of course, most of this common sense is based on my shallow personal knowledge and understanding. If there are any errors or omissions, you are welcome to correct and supplement them.

(The following text is not classified, it is written wherever it is, this article does not accept any advertising implants, good or bad words have nothing to do with people other than the author.

▲ Pepper "Sharing"

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1. Don’t choose a mobile phone based on the proofs it takes. 99% of the proofs are not taken by the phone.

2. Don’t pay too much attention to the washing demonstrations in laundry detergent commercials. The so-called “cleaned” clothes in the commercials are all new clothes.

3. You have to trust your own feelings to judge whether the noodles are chewy or not. The noodles in instant noodle advertisements are rubber band props.

4. Currently, the most delicate soy milk in the world is made by Americans, who are also the supplier of Taoyuan Military Village. Their retail brand is called Silk.

5. Starbucks’ food is of higher quality than its coffee.

6. Although Master Kong is not very popular, their instant noodles are still much healthier than most ordinary restaurant meals.

7. Drinking only packaged purified water is the most cost-effective health investment. It is said that laboratories use Yilibao.

8. Due to transportation costs, only Nongfu Spring in the north uses water from Changbai Mountain, which has the best quality.

9. Tsingtao beer produced in Shanghai is not drinkable.

10. Liushen floral water in a glass bottle can relieve itching but has no effect on repelling mosquitoes. To repel mosquitoes, you need to buy the mosquito repellent version in a plastic bottle.

11. Every scent we smell in daily chemical products has a name and an author. The works of well-known authors will be bought out by big brands. This is the real reason why big-brand scents are high-end.

12. Each luxury car brand has its own smell management department to ensure that the smell you smell when you sit in a new car of different brands has its own characteristics.

13. The level of modernization of Maserati's factory is like playing house compared to Ferrari.

Bose noise-cancelling headphones under 14.3000 yuan have the best noise-cancelling effect.

15. Don’t be too superstitious about the so-called unique camera lens coating process. 99% of people cannot see the difference with the naked eye.

16. Mechanical watches today are toys, not tools. There is no need to buy one if your annual income is less than 1 million yuan, and those below 100,000 yuan have no collection value.

17. The current 13-inch Macbook Pro, even with the top configuration, cannot compare in performance with the 15-inch standard configuration.

18. If you have a Joyoung soymilk maker at home, it is very likely the only appliance in your kitchen that was invented by a Chinese, although its core component, the motor, is mostly made in Japan.

19. The original wipers on Japanese cars are generally better than those on German cars.

20. You can’t go wrong buying a TV by following the guidelines of global five-star hotel chains. For example, the Samsung narrow-framed TV used by Park Hyatt is extremely beautiful.

21. When buying a power bank, buy the most expensive one of the same capacity you can afford. The cost difference is in the battery. Cheap batteries can kill people, and the word "kill" is not a figure of speech.

22. In some fields with many competing brands, there is a simple selection logic that can be used as a reference. Give priority to the inventors of the category and give priority to family businesses that are not listed or acquired. For example, Mercedes-Benz is the inventor of the automobile, while Bosch is a family business.

23. The quality of Xiaoguan Tea’s tea is worthy of its price.

24. Heat pump dryers and built-in dishwashers are both necessities that you will never regret buying. The bigger they are, the better if space allows. There is nothing in the world that would make you happier than not having to wash dishes or hang clothes out to dry.

25. Don’t use disposable eyeglass paper easily, as you will find it difficult to quit using it. This thing is still useful even for people who don't wear glasses, such as cleaning 3D glasses in theaters and your mobile phone screen.

26. Cheap jeans don’t have the budget to treat wastewater, which can seriously damage the environment.

27. Researching and understanding brands and building a good brand awareness across all categories are the most important common sense in urban life, and no amount of time is too much.

28. Using brand preference to define similar things is more reliable than using zodiac signs. It is worth referring to in love and making friends.

29. Dehumidifiers are not as popular in the south as humidifiers in the north, but in fact, dehumidifiers bring much more happiness than humidifiers.

30. Tesla's used cars are worthless.

31. In most cases, the reason why the washing machine does not wash clothes clean is because too much detergent is put in. You won’t die if you read the instructions of the detergent carefully. The word "die" is a figure of speech.

32. Dettol can be used to clean wounds after being diluted, and it is okay to mix inner and outer clothes.

33. The bigger the brand, the higher the cost of making a mistake. So if a big brand claims that something is added on the product packaging, no matter how much, it must be true, but this is not necessarily the case for small brands.

34. All sports brands dare not tell you that the body fat percentage of fat pigs does not exceed 20%.

35. For some categories, there are indeed the best choices, that is, products that are outstanding in terms of brand, design, craftsmanship, and cost-effectiveness, and you don’t need to spend time choosing them, such as Xu Baoxian’s storage bags and garbage bags, Bosch’s power tools, Wacom’s drawing tablets, etc.

36. The high prices of big-name clothing are not only due to tariffs, but also mainly due to the designers' R&D costs. Therefore, buying counterfeit items is actually helping the evil. Even if they are everywhere on the street and even if you can't afford the original now, you must remember that it is wrong.

▲ Dingding《Toys》

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37. "Shang Xia" is not a Chinese brand, and it has not been one since its inception, but they have indeed made a lot of efforts to inherit traditional Chinese craftsmanship.

38. For products whose profit model is to sell consumables, the main unit is usually sold at close to or even below cost, such as game consoles, air purifiers, capsule coffee machines, etc.

39. The price of a pizza at Pizza Hut is definitely lower than if you buy the same ingredients and make it yourself.

40. Sprite is the dominant player in the carbonated beverage market, and even Coca-Cola from the same company is no match for it.

41. Bag potato chips are made directly from potatoes, while canned potato chips are pressed from potato flour. Even if they are the same brand, they are completely different things.

42. Philips sells almost all categories of products in China except medical products. Now, domestic products with the Philips trademark have nothing to do with the Royal Dutch brand.

43. The Braun that Jobs admired was the Braun before it was acquired by Procter & Gamble, which is not the same as today's razor brand. Braun is the originator of minimalist design, and all subsequent brands including MUJI are paying tribute to it.

44. If you don’t visit big-name home furnishing stores, you won’t realize how bad China’s design level is, nor will you realize how poor you are.

45. Half of General Motors' sales in China are contributed by GM-Wuling. Yes, that is the van that can carry people, haul goods and drift.

46. ​​When paying off a credit card, as long as it is not fully paid off, it will prioritize paying the most recent purchases rather than the most distant ones.

47. No advertising company in any country can compare to Dentsu's status in Japan. Everything you see in Japan can be related to Dentsu.

48. The Yamaha that makes motorcycles and the Yamaha that makes pianos are the same Yamaha. They are also good at education and real estate.

49. The traditional-looking Liushen was born in the 1990s, not a century-old brand. The fashionable-looking New Balance was born in 1906, much older than the 70s-born Nike. Nike’s current status was created in collaboration with the advertising company W+K that grew up with it.

50. After the colonial history of certain Chinese cities ended, they often left behind architecture, culture and lifestyle, some of which grew into well-known brands, such as Tsingtao Beer.

51. The oldest brand among the Fortune Global 500 is Moutai, which is over 400 years old. The second oldest is the 350-year-old French building materials brand Saint-Gobain, which supplies the glass for China's high-speed rail.

52. The daily necessities in well-known supermarket chains and convenience stores make almost no profit, and they do not make money from selling things.

53. Although Microsoft's Xbox console equipped with Kinect has average market performance, the motion sensing device Kinect has many magical applications in the fields of medicine and education, and has changed the lives of many people.

54. The drum of Hitachi's drum washing machine is slanted, so it can be opened in the middle of washing without draining the water.

55. Westerners cannot pronounce the English name of Huawei, so they have to change the name.

56. Photographing animals and children in commercials is a very cruel thing, because they have to face a lot of waiting and repetition, as well as uncontrollable schedules.

57. Most of the "indoors" you see in advertisements and TV dramas are built in studios. There are many reasons for this, such as the lighting needs a location, the equipment needs 380v power supply, the camera needs a location, and a group of dozens or hundreds of people needs a place to stay, etc. As for the fact that ordinary audiences can't see it, that is necessary, otherwise there is no point in setting up the scenery.

58. In some product and service areas, there are often imitators who do better, such as WeChat to WhatsApp, Yixi to TED, and iPad to Tablet PC.

59. Search "suicide" on Baidu, QQ Music, Zhihu and similar apps, they will all try to persuade you.

60. The reason why China's 84 disinfectant is called 84 is because it was developed by Ditan Hospital (formerly Beijing No. 1 Infectious Disease Hospital) in 1984, and has nothing to do with anything else.

61. SUV was invented by Americans, so almost all excellent brands have opened SUV factories in the United States.

62. The “梗” we usually talk about is actually the “哏” in crosstalk, which was brought to Taiwan through crosstalk and then back, with a changed tone.

63. My wife and I both seriously suspect that Sauce and the Northwest’s “saozi” are the same thing, which may be related to Marco Polo, but we have not found any definite evidence.

64. Coca-Cola was originally invented for drug addiction treatment, so the name is a combination of coca leaves (Co-Ca) and tropical kola tree seeds (Cola). Coca leaves are the main raw material of heroin.

65. The Santa Claus with a white beard and red clothes that we are accustomed to today was designed by an illustrator hired by Coca-Cola for its Christmas advertising campaign in the 1930s. Before this, there was no consensus in the Western world on the image of Santa Claus.

▲ Supersonic "The Master's Gaze"

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66. The graphic designer who is best at writing copy in China’s advertising industry is Lu Xun. He invented hundreds of fonts and can also design logos. His representative work is the Peking University emblem.

67. No matter how long you drive, you will often forget where the gas port of your car is. Just look at the arrow on the gas icon on the dashboard. That’s where the gas port is.

68. If you can buy hardware worth $1,000 at home, don’t use hardware worth $800. Don’t ask why.

69. The contribution of luxury brands to the times is immeasurable. For example, you may know that Burberry's trench coat is very famous, but the fact is that they invented the trench coat more than 100 years ago.

70. The best advertiser in the Chinese music scene is Li Zongsheng, who created "Every Step Counts" (including the title and every word in it) and adapted my version into the current "To Craftsmanship". He will have new works in the future.

71. "Just Do It" may be the most famous slogan among the general public. This great copywriting, which was born in the late 1980s, was inspired by the last words of a death row inmate in the United States: "Let's do it."

72. The argument that Freon destroys the ozone layer is marketing. It was initially promoted by DuPont’s competitors to attack DuPont, the largest supplier of Freon. Later, after DuPont developed a substitute, it also began to promote this argument in order to continue to attack other competitors... DuPont is actually a scientist-driven company. It has many great inventions, such as the cellophane we use to wrap food and flowers, nylon, and Leica (not the camera brand, but the elastic fiber used to make tank tops). Many years ago, they sponsored a show called "Leica My Style Show" and the first champion was Zhang Jie.

73. The Santana that everyone is very familiar with is actually the second-generation Passat. The first-generation Passat introduced to the Chinese market is the fifth generation of Passat.

74. The inventor of the Beetle was called Porsche, and the person who ordered him to design the Beetle was called Hitler. In order to produce the Beetle, the government established a company called Volkswagen. Porsche's studio continued to design new cars for Volkswagen. After Porsche died, his descendants established their own company. Many years later, Porsche was acquired by Volkswagen. This is such a sad story.

75. Throughout history, the development of many brands and skills is closely related to geography and climate, just like China is naturally suitable for making art films mainly because we have a lot of smog. The reason why so many watchmaking giants were born in the Jura Valley in Geneva, Switzerland is that this place is covered with ice and snow for four months a year. Making watches at home is quiet and profitable, and people constantly compete with each other in production technology, and eventually reach the pinnacle.

The price of a 76.600ML bottle of Coca-Cola increased from 3 yuan to 3.5 yuan, ending a 20-year streak of no price increase.

77. There is an eyewear brand in Fujian called Helen Keller, but they may not know who Helen Keller is.

78. There are two common mispronunciations that are very cute, one is App (should be pronounced [æp]), and the other is UGG (should be pronounced [ʌɡ]).

79. Shenzhen mobile phone brand TECNO is the absolute overlord in Africa. In addition to precise marketing strategies and strong execution capabilities, the secret of their products conquering the African people is that they can help black friends take selfies in the dark. So don’t laugh, what they need is “colorful black”.

80. In fact, the input-output ratio of buying expensive clothes and bags is far worse than that of buying expensive daily necessities. For example, after using Marvis toothpaste for half a year, it will be difficult for you to change to something else. The extra money you spend in a year can’t even buy a pair of sneakers, but the experience will be completely different. The same goes for laundry detergent, pillows, bedding, and shampoo.

81. Baidu’s Logo is a built-in graphic in Photoshop.

82. Douban may be the only original public platform on the Chinese Internet that has not plagiarized foreign websites.

83. "When Will You Return" is an advertising song that was created in 1937. The singer was Zhou Xuan and the client was Samsung Toothpaste, but not the Samsung from South Korea.

Zhu Jiading, the husband of Hong Kong movie star Cherie Chung in the 1980s and 1990s, was a well-known creative person in the Hong Kong advertising circle. His representative work was a sentence he wrote for Tissot watches: "I don't care about forever, I only care about having it once."

85. The jingle (short advertising melody) of "With KFC, life tastes better" was composed by Li Quan, whose representative work is "I Want Us to Be Together" and his representative variety show "King of Masked Singer".

86. Many times on the advertising set, big-name stars lose their temper not because they are arrogant, but because the advertising companies and production companies are not professional enough in the handling and arrangement of certain things, so this is normal and there is no need to over-interpret it. It is difficult to survive in the entertainment industry. People with low emotional intelligence and EQ cannot become stars.

87. The reason why Intel's famous "Wait for the Light" is so popular is that as long as you add this tailboard (with music) at the end of the advertisement of a product using Intel chips, Intel will subsidize 40% of your advertising costs (it is said to be 30% in China). Some technology companies have even developed this into their main profit model.

88. The Subor, which constitutes the childhood memories of those born in the 1980s, started out by copying Nintendo’s first-generation game console FC (Family). In order to successfully pass the test of parents, they “creatively” added a mechanical keyboard to the game console, turning it into a “learning machine” that became popular all over the country. This is also one of the reasons why Nintendo has mixed feelings about the Chinese market.

89. The reason why Want Want’s advertisements have been able to maintain a “stable” quality for decades is because the big boss personally participates in the creativity and production, and even the casting (selecting actors), so that after many years he has formed his own unique style.

90.Apple’s “Three Minutes” was really shot by Peter Chan, and he was there throughout the whole process.

91. Many famous brands are named casually. International brands directly use the names of their founders, and some use abbreviations. Domestic brands rarely use names, and their sources of inspiration are more varied. For example, the Bull socket is called Bull because the founder is a fan of the Bulls, and Chando is paying tribute to Shiseido.

92. The communication theme that helped Nongfu Spring open up the market was called "Nongfu Spring is a little sweet". The three words "a little sweet" were said by a child who lived in Jing'an Temple. The boss heard it while doing research, wrote it down, used it, and it became popular. I don't know if they paid the child. So you see, copywriting is valuable.

93. Many of today's celebrities became famous through advertisements, such as Qingzui TVC for Gao Yuanyuan and Yida TVC for Guo Biting and Eddie Peng.

94. Many advertising companies rely on "Reference" for their creativity, and the speed of creative creation often depends on the Internet speed. For example, the safety warning public service advertisement "Keep Calm and Don't Panic" that everyone sees in the cinema was "based on" HP's "Hand" series of advertisements nearly 20 years ago, although the execution was a bit different.

95. Be wary of electrical appliances labeled "Imported from Europe." That means it is definitely not produced in developed European countries. If the origin is not Germany or the United Kingdom, it is better to buy domestic products. After all, the Italians and French are as careless as the Chinese, not to mention Eastern Europeans.

96. If you calculate the cost per second, most movies cannot compare with advertisements, so it is not surprising what happens in the advertising industry. In 2003, Toyota Vios shot an advertisement with a magical cast, including rivalry between Daniel Wu and Fan Wei, BGM by Pu Shu, and directed by Zhang Yimou.

97. The growth and maturity of any high-quality brand is slow and solid. For all the brands that suddenly become popular, we need to look at its brand story, the history of its leaders, and the game of capital, but consumers do not need to sacrifice themselves to fulfill others.

98. I once asked a senior executive of a grain and oil brand whether genetically modified foods are edible. He said he didn’t know, but the brand themselves didn’t eat them.

99. There are many great brands, but those that can truly be called the conscience of the industry are those that take the well-being of everyone into consideration. These brands are worthy of respect at all times, such as Ikea, Apple, UNIQLO, and 3M.

100. The last sentence I want to give especially to my fellow creative people: Sometimes we have the illusion that advertising is just for fun and ordinary consumers don’t care at all. In fact, this is not the case. After all, advertisements occupy a large amount of public resources and are pushed indiscriminately to consumers in various overt and covert ways. Many children do not remember what books they have read or what movies they have watched when they grow up, but they can talk about the advertisements they have seen. Therefore, creative people should continue to reflect on themselves. At the very least, they should create advertisements that are responsible for children’s values. This is really important.

Author: Cai Meng

Source: Mengye (imengye666)