It's easy to evaluate a hundred words from a creative point of view. The key is the incisiveness and level of evaluation. Please select some from the following.
The so-called advertising creativity refers to the creative thinking activities of advertisers on the objects of advertising creation. Through imagination, combination and creation, it conceives the theme, content and expression of advertisements conceptually, creates new ideas or systems, and sublimates the potential realistic attributes of advertising objects into concrete objects that the public can feel.
1. Advertising creativity should focus on the advertiser's title.
Advertising theme is an important part of advertising positioning, that is, "what to advertise". The advertising theme is the center of advertising planning activities, and the advertising work in each stage is closely around the advertising theme, and it is not allowed to deviate or transfer the advertising theme at will.
2. Advertising creativity should be based on advertising objectives.
Advertising target refers to the target of advertising appeal and the target public of all advertising activities. This is the problem of "to whom to advertise" in advertising positioning. In addition to the advertiser's title as the core, advertising creativity must also be based on advertising objectives. "Shooting at the target" and "playing the piano to see the audience", advertising creativity should aim at the advertising target, and express the advertising theme and preparation strategy with the advertising target. Otherwise, it is difficult to receive good advertising results.
3. Advertising creativity should be based on novelty and uniqueness.
The novelty and uniqueness of advertising creativity means that advertising creativity should not imitate other advertising creativity, and people follow suit, giving people a feeling of similarity and mediocrity. Only when the creativity is novel and unique will it stand out among many advertising creativity, thus generating appeal and influence.
4. Advertising creativity should be based on liveliness and fun.
If advertising creativity wants to bring consumers into an impressive, imaginative, interesting and unforgettable realm, it is necessary to adopt vivid and interesting means of expression, base itself on reality, embody reality and arouse consumers' resonance. However, the artistic treatment of advertising creativity must be strictly limited within the scope of not damaging the truth.
5. Advertising creativity should be visual.
Advertising creativity should be based on facts, concentrate on concise themes and advertising language, obtain creative materials from appearances, ideas and associations, and integrate vivid quips, poems, music, infectious pictures and photography to form perfect advertising works.
6. Advertising creativity is a combination of originality, relevance and shock.
The so-called originality refers to irreplaceable creativity and a new combination of old elements. Relevance refers to the internal relationship between advertising products and advertising creativity, which is both unexpected and understandable.
Advertising creativity can be divided into two forms: abstract creativity and image creativity.
1. Abstract creativity
Abstract creativity refers to the creative reorganization of abstract concepts to express the content of advertisements.
2. Image creativity
Image creativity is to express advertising content through the reorganization of specific image creativity. This kind of advertising creativity reflects the advertising theme by displaying the image, thus attracting the public intuitively.
The application of image creativity can vividly display the specific content of advertisements, which makes people clear at a glance. However, when using image creativity, we should avoid being too simplistic or too visual, which will make the audience feel disgusted.
How to analyze an advertisement from an academic point of view
Can be independent of
1, is the advertising intention clear? (Is it to establish brand image or promote products, increase product popularity or reputation, or crisis management advertisements ...)
2. Is the advertisement accurate in grasping the product positioning? Noble or environmentally friendly or interesting. )
3. Is the advertising idea unique and suitable for product promotion strategy?
4. Is the choice of advertising appeal appropriate? (perceptual or rational)
5. Is the performance of the advertisement appropriate? (Choose from family or health, etc. )
How to evaluate the quality of an advertisement?
For laymen, the first impression is the most important.
How to evaluate the good and bad of an advertising company?
I can say for sure that the outdoor advertising circle can be described as a mixed bag. Sometimes small workshops selling outdoor materials or simple drawings also call themselves outdoor advertising companies. Many outdoor advertising companies really dare not compliment. I want to cooperate with these incompetent outdoor advertising companies, which wastes both our time and our money. To this end, I have specially summarized some standards to measure the strength of an outdoor advertising company for your reference.
Company employee level
At any time, I think talent is the core competitiveness of a company. For an outdoor advertising company, three talents are very important. One is creative planning. A real outdoor advertising company must have its own creative team. And designers. Now, a standard to measure outdoor circle designers is international ICAD qualification certification. Like the future, the designers of Red Sun are very strong; The third is outdoor media personnel.
The company's outdoor media resources
This is also particularly important. It is almost the main criterion for many enterprises to choose outdoor advertising companies. Sometimes it doesn't matter whether the billboard looks good or not. The key is to be watched, and high exposure is king. Nowadays, many famous outdoor advertising companies are represented by advertising resources. For example, Jiahe Media in Beijing has advertising resources in golden sections such as Beijing Fifth Ring Road, Sixth Ring Road, Beijing-Tianjin-Tanggu, Beijing-Shenyang, Jingha and Jingtong, so there are also big brands such as Mobile and Mercedes-Benz in its cooperation.
Service attitude level
If you want to cooperate with an outdoor advertising company for a long time, I think this is also particularly important. Just like Ogilvy, the big brother in the advertising industry, it can provide 360-degree service management, which is more reassuring as a company. Good service level is also lacking in outdoor advertising companies. Usually few people ask after the launch. It would be perfect if we could track the effect all the time.
I don't want to talk about other details. If an outdoor advertising company can do the above three things well, it will certainly have great development prospects.
How to evaluate whether an advertisement is creative? 5 points
Look at the similarities between this advertisement and other advertisements, and look at it from another angle! The most important thing is to consider from the visual aspect, as well as the auditory dubbing aspect! Color, scenery structure, etc!
I just said it roughly, I hope it works!
How does the English version evaluate an advertisement?
How to evaluate the advantages and disadvantages of an advertisement?
How to evaluate the advantages of an advertisement
How to evaluate the confession of an advertiser
1. First of all, I think Confessions of an Advertiser is not so much technical as ideological inspiration.
2. The last time I read this book, I didn't officially enter the advertising industry, and I didn't experience the actual customer service and docking work, so I felt good when I read it, but I didn't have much consciousness. But when I read it again two years later, I had a completely different experience. Among them, the three modules about how to win customers, how to maintain customers and how to grow young people have the deepest experience, and the really useful ideas are actually a few years later.
3. Extract a few ideas that I think are good. The best advice is to serve the current customers, do a good job of cases and have a good reputation, so that customers do not have to communicate directly with decision makers and reduce communication obstacles. Advertising companies should dare to tell the truth sometimes while communicating with customers well. Clients don't pay to hear good things. Advertising is whether the service industry obeys particularly unreliable customers, otherwise it will be difficult for you to make rational use of holidays.
How to evaluate a car advertisement?
At present, automobile advertisements are mostly judged by speed, performance, appearance, environmental protection and energy saving.
Advertisements should show the advantages of their products.
For example, Rambo always uses speed, body lines and lighting to highlight details.
Most of them are sedate, atmospheric and high-end.
If you want to make a good advertising plan, you need to deeply understand the advantages of your products, and around your own advantages, people will be impressed and memorable at a glance.
Choose an advertisement that impresses you the most and evaluate its advantages and disadvantages.
Melatonin, excellent: brainstorming is repeated and everyone will remember it; Bad: it's rough, but remembering it may not arouse the desire to buy.
How to evaluate an advertisement
Let the layman understand, benefit from the results, not violate the rules from the country, and not affect the city appearance.