The advertising and marketing of this World Cup has been wildly criticized by netizens. Are the brands teaming up to commit suicide?

In this super hot spot, various event-related reports are overwhelming and various topics are emerging one after another. No matter whether they are real fans or fake fans, no one wants to be left behind and participates in various ways.

Recently, what people talk about most should be the various upsets in this year's World Cup , among which the most prominent one was the draw between Iceland and Argentina on June 16, which made an Icelandic director goalkeeper named Halldorsson famous, and also made a Viking war cry famous.

Messi was destined to be a supporting role. He felt like he had lost the whole world after his penalty was saved by Halldorsson. He was also criticized by fans after the game.

It's not just Messi who has been criticized. The brand advertisements that were inserted during the halftime broadcast of CCTV's World Cup this year were also criticized by netizens.

When it comes to a high- traffic IP like the World Cup, advertising is of course indispensable. As the exclusive all-media broadcasting organization in mainland China, CCTV's position is unshakable. This is undoubtedly an investment option that brand advertisers do not want to miss.

After all, if you show up in such an event that attracts everyone's attention, it proves that you are awesome!

In this World Cup, the big brands from various industries appeared on CCTV screens, mainly in the dairy, mobile phone, automobile , Internet , alcohol, beverage, home appliances, sports, operators and other industries.

The number of Internet brands is second only to automobiles, including Uxin Used Cars , 58.com, Pinduoduo, Lianjia, BOSS Direct, Mafengwo , Zhihu and other Internet companies.

The platforms that people complain about the most recently are BOSS Direct, Mafengwo and Zhihu.

As for why, take a look at:

Why should you go to Mafengwo before traveling?

Why should you go to Mafengwo before traveling?

Why should you go to Mafengwo before traveling?

Before traveling, go to Mafengwo first!

Find a job! Follow directly! Boss talk!

Find a job! superior! BOSS direct recruitment!

Get promoted! Pay raise!

Get promoted! Pay raise!

Find a job!

Did you know?

Do you really know?

Are you sure you know?

Are you really sure you know?

If you have any questions, go to Zhihu!

Uxin Used Car Online Mall, no-questions-asked car returns within three days, large platform saves you from worry!

Uxin Used Car Online Mall, no-questions-asked car returns within three days, large platform saves you from worry!

Uxin Used Car Online Mall, no-questions-asked car returns within three days, large platform saves you from worry!

…

There’s also Pinduoduo, Pinduoduo...Pinduoduo and so on, I think I can sing it.

I won’t post the video here in case you call me!

Obviously, these ads all have one thing in common:

Repeat a sentence several times

When you watch a TV broadcast, it means you can't skip the commercials, you have to listen to them. Then there is this bombardment of brainwashing over and over again, no wonder everyone is so angry!

Netizens angrily said: "Not only is this World Cup full of upsets, but the quality of the ads is also incredibly low!"

Many netizens also said:

How much money did Boss Direct Hire pay? So annoying! Wash your ears every day! It’s so magical! And there’s Pinduoduo!

Is it disgusting or not? I read it and post it again.

During the 15-minute halftime break, I wanted to smash the big screen every minute!

…

It’s safe to say that netizens have reached a new level of criticism regarding this super LOW World Cup brand advertisement.

But then again, the advertisers are all big brands with many years of experience in brand marketing , and they know that people will be disgusted by such simple and violent advertisements. Why do we still use this repetitive brainwashing mode?

Are the brands teaming up to commit suicide? Or are they collectively stupid?

It shouldn’t be. These brands all have a bunch of super experts who would not do such a thing.

Since it was done, there must be a purpose.

This type of advertising is simple to explain. It is to repeat a theme over and over at a convulsive rhythm to achieve the effect of brainwashing, spreading and enhancing memory.

What you immediately think of should be Melatonin and Hengyuanxiang. They all use repetitive brainwashing marketing , repeating it over and over again for more than ten years.

But you know what, the effect is really visible , I have to admit that Mr. Shi Yuzhu is amazing.

Many people say that the hawking-style advertising of Melatonin is no longer suitable for today's era. However, this type of advertising still appears on TV on time every year. Are they stupid?

They are definitely not stupid. TV advertising is so expensive, why would they continue to advertise if it has no effect or use?

It is precisely because they found that it was effective based on market data feedback that they continued.

There is also Mr. Tang Guoqiang's advertisement "Look for Lanxiang in Shandong, China", which is also very popular. It also contains only one theme in one advertisement, and then constantly strengthens and repeats it, so we have the familiar "Which XXXX is the best? Look for Lanxiang in Shandong, China!"

In addition, "Little Apple", "My Skateboard Shoes", "Never Expected", and the Lychee Plum advertisement all belong to this type.

Overall, the effects are not bad.

Especially the advertisement for the championship final of the fourth season of The Voice of China, Uxin Used Car won the 60-second advertisement on the peak night for 30 million, breaking the record of the most expensive single advertisement in the history of Chinese television.

This advertisement is also repetitive and brainwashing. The whole advertisement just repeats the sentence "Go~go~go~go~go to Youxin used cars!"

This advertisement has increased the Baidu index of "Youxin Used Cars" by more than 10 times compared to before, and the attention and search volume have skyrocketed, which is definitely a very gratifying data. Ultimately, it also makes its market position more solid.

Although the presentation format of these advertisements is controversial, it also further amplifies their dissemination and memory effects.

There is a saying in the marketing circle, which is to seize the user's mind and bring the product or brand into the user's mind. This has always been what everyone pursues.

Someone has summarized a formula for making users remember a brand: repeated advertising slogans + minimalist content + highlighting product features.

The magic of this brainwashing advertising is that while you reject it, you also remember it. As for what happens next, who knows!

Back to this World Cup ad.

Each brand spent more than 100 million yuan on the mid-slot advertisements for this World Cup, no less than 100 million yuan, which is not a small amount.

Therefore, everyone must be extremely cautious when planning advertising. Everyone wants to maximize the advertising effect and use the safest way to highlight the brand and positioning.

Do you think they don’t know how to do sentimental advertising? Don’t you know how to do creative advertising? Can’t you play an ad with depth? These big brands will definitely do it, but they dare not, and no one can afford this responsibility.

In addition, in today's environment, attention is becoming increasingly scarce. Advertising must first attract attention, gain popularity, make an impression on users, and then slowly make them remember you.

Just like the previous incident where Shenzhou Private Car attacked Uber, despite the constant criticism, many users have formed an impression of the unknown Shenzhou Private Car. Next time they take a taxi or use Uber, they will think of Shenzhou Private Car. In this way, the market is opened up invisibly.

On the Internet, netizens are forgetful and only brand impressions remain. The final decision is not based on reason, but on subconscious memory and impression.

Based on these points, the brand owners probably agreed immediately: the advertisement is so expensive and it’s only 15 seconds long, what’s the point? It’s better to use repetitive, brainwashing, simple and crude methods, to be safe!

No matter whether the result is a like or a complaint, at least everyone remembers it.

Previously, Lao Zei was in "Breaking News! Any of these 10 pieces of advice could ruin your marketing! 》 also discussed the topic of advertising repetition:

Large-scale marketing advertising has one core goal: to make people remember your brand or product, that is, to occupy the user's mind.

This requires you to place your ads repeatedly and intensively. Repetition mainly includes 4 points:

1) Duplicate advertising content

An advertisement should always revolve around one core point or core goal. Don’t let an advertisement contain N points that are all core points and try to express everything.

2) Repeated delivery over a long period of time

After an advertisement is released, it takes a period of accumulation before the effect can be seen. Without repetition, it cannot be remembered. If you want to occupy the user's mind, you have to occupy the user's time.

Don’t use a new marketing strategy today and a new one tomorrow. Don’t keep changing it. It’s a waste of money and effort.

3) Repeating key points in the advertising content

The advertisement should focus on one key point, such as your brand name? What are the core features of your product? Your promotional information? etc.

Then, you have to repeat this most important keyword in the advertisement, such as "Go to 58.com", "Guazi Used Cars", "Don't Call Mom When You're Hungry" and so on. You will find that it will mention the key keywords repeatedly and it is impossible for you to forget them.

4) Repeated advertising sound

This sound does not refer to the sound of video playback, but the sound in the user's mind. He will remember it deeply and may blurt it out from time to time.

This point is extremely crucial. It sounds boring, but it is terrifying when you think about it carefully. You can close your eyes and not watch a video ad , but you can still hear the sound.

Brainwashing advertising is an advertisement that will linger in your mind and form a voice.

All in all, this kind of repetitive brainwashing advertising is very consistent with the "Earworm Effect". The earworm effect means that any uncontrollable melody that rings in your mind can be called an earworm phenomenon.

For example, certain songs and music linger in their minds, often appearing uninvited and playing in a loop. In the brain, once some extracted clues appear, they will automatically trigger related information, such as advertisements.

According to the International Conference on Music Understanding and Cognition, 91% of people experience earworms at least once a week, with a quarter experiencing them every day, with each experience typically lasting eight seconds.

It is no wonder that for so long, brands have always liked this simple and repetitive form of advertising. They also want the “advertisement to stick to the mind”. (It seems that the advertising slogan often rings in my mind)

Finally, I would like to quote a sentence once used by David Ogilvy :

"I have seen many advertisements that did not double or triple sales, but increased sales by almost twenty times. So many advertisements, occupying the same scale of delivery channels , have very different final results. The difference lies in whether the creativity itself is great."

This World Cup brand advertisement is so low

Who knows if these brands have been holding back for weeks before releasing their “creative” tricks?

The author of this article @陈硕 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games