Commonly rejected advertising materials and coping skills!

In daily work, I often hear the cries of operations/promotion colleagues: "Ah!!! The material was rejected again!"

In the face of the pain point of "materials are often rejected" for operation/promotion partners, today Meishu Jun will explain to you the reasons for the rejection of materials and the principles of material production by listing some common typical cases of advertising materials being rejected, so that you can easily pass the review and successfully launch~

1. Gaming Industry

Rejection Case 1:

The most classic legendary mobile game of 2019 is online, and people born in the 80s are playing it!

Problems and suggestions:

1) Words related to “most” (most, best, largest, most, most, most optimal, cheapest, most popular…), “one” (first, only, No.1, first-class…), “grade” and “extreme” (national grade, top grade, best product, ultimate…), “first/home/country” (first, exclusive, national first release, national inspection exemption…), and false and exaggerated words (versatile, inherited from ancestors, special effects, pure natural, 100%, high-end, genuine leather…) are not allowed to appear; 2) Advertisements cannot contain exaggerated content. For example, “People born in the 1980s are all playing” is an exaggeration of the scope of the population involved.

Suggested changes:

The 2019 classic legendary mobile game is launched, evoking memories of many players born in the 80s!

Rejection Case 2:

A small game that makes girls addicted. The girl played it all night and didn’t sleep/played it secretly at work…

Problems and suggestions:

The material must not contain negative, addictive or other negative inductive phrases, such as obsession, laziness, doing everything for the game, slacking off at work, etc.

Suggested changes:

A small game suitable for girls. Many girls play it when they have free time. Come and play!

Rejection Case 3:

Sleep with three thousand beauties! Kill all the traitors and corrupt officials! Learn to govern the country! This game will give you back your childhood dream of being an emperor!

Problems and suggestions:

1) The material must not contain vulgar, pornographic, sexually suggestive, violent or other content; 2) It must not contain sensitive political content.

Suggested changes:

Perfectly reproducing real court life, this mobile game will fulfill your childhood dream of becoming an emperor!

Rejection Case 4: (as shown below)

Problems and suggestions:

It is not recommended to use any game screenshot at random for advertising materials, as this may affect the promotion effect due to stretching, deformation, blurry image quality and clutter.

Suggested changes:

It is recommended to present game advertisements with large information flow pictures or three information flow pictures (the three pictures can be a group of multiple game scenes with the same style, or a large picture made into three pictures, or a combination of classic characters) to fully demonstrate the grandeur of the game scene, the excellent production or the fun and uniqueness, so as to attract players to download. (As shown below)

Rejection Case 5: (as shown below)

Problems and suggestions:

Content that can easily cause psychological/physical discomfort, vulgar and illegal content, etc. should be strictly avoided. For example, advertising materials should not contain revealing clothing, protruding sensitive parts, indecent actions (such as kissing, seduction, caressing, etc.), fighting/violence/bloody scenes, skulls/monsters/fangs, etc.

Other suggestions:

1) If the game advertising materials involve celebrity images, names, images of well-known cartoon characters, etc., relevant authorization qualifications must be provided;

2) You may not plagiarize other game content (characters, scenes, equipment, etc.);

3) The overall picture of the game advertisement should be clean and simple, without any clutter or cluttered elements or floating layers;

4) The game name or logo should be clearly displayed.

2. E-commerce industry

Rejection Case 1:

Loafers made of carefully selected cowhide material, soft texture and comfortable to wear, two pairs for 99 yuan! Prices may increase at any time!

Problems and suggestions:

1) The price of goods must match the quality and grade of the goods themselves. The material must not contain content that indicates the price of the goods does not match the goods, or excessively low-price promotion. 2) The use of words such as "end at any time", "price increase at any time", and "price reduction immediately" is strictly prohibited.

Suggested changes:

Loafers made of cowhide gently protect your feet and make walking free!

Rejection Case 2:

XX Mall’s mid-year sale, Nike and Adidas are all at bargain prices! If you don’t grab it now, it will be gone/if you miss it, you will miss the chance!

Problems and suggestions:

1) The material must not contain exaggerated, false, or unreasonable descriptions that cannot be verified. Such as "bargain price", "0 profit", "snatched for a year", etc.; 2) Some words that may mislead consumers, such as flash sale, it will be gone if you don't grab it now, you will miss the chance, thousands of people are scrambling for it, selling like crazy, etc., are prohibited.

Suggested changes:

XX Mall mid-year sale, Nike and Adidas 40% off! Come and buy, buy, buy!

Rejection Case 3:

Chinese Valentine's Day is coming, do you want to please your girlfriend? I swear you have to buy this gift! You will regret it if you don’t buy it!

Problems and suggestions:

Advertising copy must not use oath-like, imperative, provocative, threatening, or inducement-like statements. For example, in the case, words such as "I swear", "I must buy it", and "You will regret it if you don't buy it" are used improperly.

Suggested changes:

Don’t know what to give your girlfriend on Valentine’s Day? This gift made her heart beat!

Rejection Case 4:

The boss is losing a lot of money/the boss is going crazy/something bad has happened...

Problems and suggestions:

Do not use negative, pessimistic, or intense words that may cause panic or psychological discomfort.

Suggested changes:

Huge discounts for the beginning of the year/mid-year/summer vacation/anniversary are coming! ! !

Other suggestions:

1) For direct-sale e-commerce products such as clothing, shoes, bags, beauty and skin care products, and decorations, a quality inspection certificate recognized by relevant national institutions is required;

2) When images of celebrities, ordinary people, etc. appear in the material, authorization for the use of their portraits/endorsement contracts/disclaimers, etc. must be provided.

3) The creative content of the material should be consistent with the landing page.

3. Education Industry

Rejection Case 1:

Low salary due to insufficient education? XX Education allows you to get a bachelor’s degree in 1 year! But refund!

Problems and suggestions:

1) Education advertisements shall not make explicit or implicit guarantees regarding admission to higher education, passing examinations, obtaining academic degrees or certificates, or the effectiveness of education or training; 2) One-year courses violate market rules (graduation time for academic education shall not be less than 2 years).

Suggested changes:

Low education = low salary? XX Education makes obtaining academic qualifications easy and makes your life smoother!

Rejection Case 2:

XX Junior High School Extracurricular Tutoring, specially hired famous teachers who have set questions for the senior high school entrance examinations...

Problems and suggestions:

Education advertisements shall not explicitly or implicitly indicate that relevant examination bodies or their staff or examination question setters are involved in education or training.

Suggested changes:

XX junior high school extracurricular tutoring, carefully selected core teachers, children's progress is visible!

Rejection Case 3:

After obtaining this certificate, the annual income of the holder can reach 150,000!

Problems and suggestions:

1) It must not contain exaggerated statements; 2) Vocational education advertisements must not promise specific salaries or make guaranteed statements.

Suggested changes:

What kind of certificates are useful for office workers? Taking this exam may increase your income!

Other suggestions:

In educational advertisements, it is recommended to use characters whose age and image match the target audience as materials (pay attention to the right to use their portraits), or to use real classroom teaching scenes, teacher-student interactions, classroom atmosphere, etc. as materials to enhance the target audience's sense of involvement and promote potential user conversions. (As shown in the following excellent material example)

(Preschool Education)

(Adult Education)

Different industries have different advertising review standards, which are not listed here one by one. If you have more experience and questions about the requirements of advertising review, you are welcome to interact with Meishujun at any time. We will arrange senior advertising optimizers to answer your questions and escort your advertising delivery~

Related reading:

1. Advertising: 8 creative writing tips to increase your click-through rate!

2. Advertising creative ideas are highly homogenized. How can we break the deadlock?

3. Advertising skills: Why does a high click-through rate not lead to a high conversion rate?

4. Advertising copywriting skills and strategies!

5.2019 Mid-Year Observation of Advertising Industry

6.3 tips to tell you why your advertising is not effective!

Author: SaaS Cloud Platform

Source: AdxData ( meishukeji )