Chapter 272 The shorter the advertisement, the more amazing it is
"At the end of last year, a newspaper in Xiangjiang conducted a market survey. Among the top ten most popular candy brands, there was no sign of our White Rabbit."
When Factory Director Lu brought up the matter again, Director Xu, who looked serious, pointed to some photos in Jiang Shan's hand.
"Director Lu is envious?" Jiang Shan, who understood the situation, immediately smiled and said, "I'll teach you a better way."
Looking at the familiar brands in the photos, Jiang Shan said:
"In fact, you don't have to pay attention to those so-called market surveys. Although our white rabbit was not selected, it does not mean that the people of Xiangjiang do not like it."
"How do you say this?"
"Because the people of Xiangjiang have never participated in this market research at all," Jiang Shan finished speaking and decided to explain one more sentence:
"In other words, maybe some people have indeed filled out this market survey, but as for the results of the final survey... they are beyond their control."
"Xiaojiang,"
After Jiang Shan's analysis, Factory Director Lu now understood a little better: "You mean, there might be something evil in this market research?"
"There must be a ghost,"
Jiang Shan said unhurriedly: "News similar to these market researches are collectively called soft advertisements abroad."
"Soft advertising?"
"It's just not like advertising, it's a suggestive way of publicity..."
When a series of new knowledge kept pouring out from the mouth of the young man in front of them, the two leaders, who were still in anxious mode just now, slowly sat down in their respective positions.
"Just these candy brands that won the polls," Jiang Shan shook the photo in his hand: "They all have a lot of background, and their marketing methods are quite sophisticated. They often use soft and hard products at the same time."
"Hard?" Comrade Huang Hua, the manager of an advertising company, tried to guess: "Does this hard refer to normal advertising?"
"That's right."
"Then our White Rabbit's next commercial will have to include both soft and hard content?"
Before Jiang Shan came in, Director Lu actually wanted a 10-second advertisement.
"Do a complete set of things, otherwise how can you compete with others for the market?"
If the state-owned time-honored brands cannot adapt to the routine operations of capitalists as soon as possible, they will have to reluctantly give up most of their market share in the future.
Sure enough, Director Xu and Director Lu in the office frowned again.
That is not fighting against one company, but fighting for the market with a group of capitalists.
"In fact, these so-called soft and hard broads," Jiang Shan decided to encourage the leaders first: "Although it sounds complicated, it is actually simple to do."
"Simple? This little comrade may not know much about the snack market in Xiangjiang. None of their advertisements are easy to deal with."
The assistant who was following Director Lu had long wanted to remind the young comrade in front of him.
He had never heard of the hard and soft words the other party said.
However, just thinking about the advertisements that are broadcast every day on Xiangjiang TV, they are not comparable to the White Rabbit.
"By the way, Comrade Xiao Jiang," Director Lu thought of a very critical question at this moment: "You haven't seen our factory's advertisement from last year, have you?"
"Hearing what you said, I really want to see it."
As soon as he walked in, Jiang Shan saw an extra set of playback equipment in Director Xu's office.
"When Manager Huang went to pick you up," Director Xu pointed to the TV and video recorder on the table, "I have already sent someone to prepare it for you."
As the TV pictures continued to change, Jiangshan not only saw last year's White Rabbit toffee advertisement, but also saw advertisements from other candy brands.
Obviously, these advertisements brought by Director Lu are their main competitors of White Rabbit.
Just like the photo I just saw, except for Lishi candy and Malisin, the others are all imported products.
Among them, the Swiss candy was packaged with advertisements, and it was broadcast directly with Chinese subtitles.
Her blond hair and blue eyes fill the screen, always announcing her identity as a foreign candy.
"Now except us White Rabbit,"
The moment the screen dimmed, Director Lu said slowly: "Other brands have already put on new advertisements, but our factory can't even find a suitable advertising company."
"Xiao Jiang," Director Xu said now: "How about it, can you help Factory Director Lu think of a solution?"
"Comrade Xiao Jiang, I have seen your strength before,"
When Director Lu learned that his advertisements were being raised by Xiangjiang Huimei, he felt angry and helpless on the spot.
That feeling of dissatisfaction and inability to do anything, instantly wandered back and forth between the ventricles of my heart.
At the critical moment, the new packaging of two boxes of White Rabbit on the desk reminded Factory Director Lu in time.
After that, the matter about the White Rabbit Xiangjiang advertisement came back to Pujiang.
"The major advertising companies in Xiangjiang are now rushing to promote imported candies," Director Lu said, looking at Jiangshan:
"I told the Xiangjiang office at that time that it was just right that the other party did not do our business. It is not like there is no one in Pujiang."
Faced with Director Lu's overtures, Jiang Shan certainly knew it well: "Huimei Advertising's quotation for other brands is also 150,000?"
"Then we don't know," said the assistant behind Director Lu, "but as far as we know, in order to get Japan's Meiji candy, Huimei actually put forward preferential conditions for free advertising."
"Last year Huimei produced an advertisement for White Rabbit, which cost a lot of production fees!" Huang Hua remembered this clearly.
"Director Lu," Jiang Shan was no longer interested in the expense: "What specific requirements do you have for the new advertisement for White Rabbit toffee?"
"Well," Director Lu smiled and glanced at Director Xu: "I heard from Director Xu that you designed the very successful advertisement for White Cat washing powder?"
Xiangjiang's office has already given feedback to Factory Director Lu about the small advertisement by fellow "White Cat".
"You also like small ones?"
"To tell you the truth, Xiaojiang, our factory's original advertising requirement for Huimei was to produce a 10-second advertisement, but they insisted that the advertisement was not long enough and the effect of the publicity would be greatly reduced."
The cost of TV advertising in Xiangjiang is not comparable to that in the Mainland.
Every second you save can save a lot of money.
"The little white cat advertisement designed by Section Chief Jiang," Huang Hua smiled and assisted Jiang Shan: "Not to mention Xiangjiang, even some foreign advertising companies have begun to study it."
"The current sales volume of White Cat laundry detergent is making great strides,"
Director Xu only knows how to measure this data: "Xiao Jiang, can you do the same advertisement for White Rabbit toffee?"
"Yes, Section Chief Jiang," Director Lu's eyes never left Jiangshan for a second: "Can you work hard again for our White Rabbit?"
"It's probably not easy,"
Huang Hua's advertising company also held a special meeting to study the white cat's small advertisement: "You can't replace the cat head with a rabbit head. That would be nothing new."
"Of course we can't change the head of a cat for a rabbit's head," Jiang Shan almost laughed at Huang Hua:
"However, the small advertising space of the white rabbit is no smaller than that of the white cat."
"You can't be..." Huang Hua looked at Jiang Shan in surprise: "Xiao Jiang, have you already thought of a way?"
"The effectiveness of advertising actually has little to do with the duration,"
Jiang Shan said and walked to Director Xu's desk: "The shorter it is, the more stunning it is..."
The moment he grabbed the pen, several people in the room quickly gathered from all directions.
Xu Ju and Huang Hua have already seen Jiang Shan's habit of talking and drawing at the same time.
As the pen rose and fell, the white paper on the table was quickly outlined into a TV screen.
Immediately afterwards, fireworks appeared on the "TV" screen.
"At the beginning of the commercial, arrange 2 or 3 seconds of shots of colorful fireworks blooming in the night sky,"
At Jiangshan Commentary’s stall, the work at hand didn’t stop at all:
"I can also make it into a cartoon scene of the White Rabbit celebrating the New Year happily.
The picture is as cute as it is. But the most crucial part is the last few words."
The moment Jiang Shan finished speaking, a string of fat advertising words appeared completely among the fireworks in the sky:
Happy New Year rabbit you.
Huang Hua and Xu Ju, who are familiar with English, read this sentence at the same time.
But Director Lu only read out one word: "Rabbit."
"What are you talking about?" Mr. Xu was stunned after he finished speaking: "A combination of Chinese and English?"
"This is interesting," Huang Hua noticed something: "Xu Ju, Jiangshan's show is not a simple combination of Chinese and English."
At this time, he had already gone through the scene again: "If you think about it carefully, a few fireworks were suddenly released on the TV, and then a string of familiar English words came into view."
"When the audience saw this string of English clearly, they found that the "to" in it became a rabbit," Jiang Shan continued:
"Then, just as they reacted, a series of four-character idioms popped up on the screen."
A rabbit with great ambitions, a rabbit with unlimited money, a rabbit with raised eyebrows... Every outline of the word "rabbit" has the shadow of a toffee.
As Jiang Shan kept waving his pen, Director Xu and Director Lu's eyes became brighter and brighter.
"The rabbit makes rapid progress, the rabbit suddenly gets rich,"
The rabbit in Jiang Shan's mouth was still jumping out, and Huang Hua couldn't help but ponder it: "The rabbit is like a brocade."
Jiang Shan took the time to praise: "You learn very quickly!"
"The rabbit steps into the blue clouds," Xu Ju also thought.
"Xu Ju is very good," Jiang Shan not only praised him, but also wrote it on the paper.
"Xiaojiang," Director Xu finally smiled: "The design of your advertisement is exciting and festive. The New Year is coming soon. Everyone must want to be lucky!"
"That's right,"
What Jiangshan wants is this central idea:
"Rabbit is auspicious," the idiom on the paper added another one:
"In common auspicious words, replace the word "rabbit" with the word "white rabbit", which is called homophonic advertising.
When the screen was full of blessings, they all cleverly contained the character for rabbit.
In the hearts of the audience, they will naturally put White Rabbit toffee and good fortune together."
To be honest, Want Want Food has always been an outstanding representative in this category.
…
Just as the office of the Light Industry Bureau was rejoicing, the New Year promotional gift boxes of Meiji Candy from Japan were being sent to major stores in Xiangjiang overnight.
At the same time, Meiji Candy's new commercial is also being filmed overtime in the video studio of Emi Company.
