The president of a big company once said, "Whether people like advertisements is not a question. Advertising is an indispensable part of our life and the real social, political and economic system. It doesn't matter whether they like it or not. " Although the wording is biased, it shows the importance of advertising in modern economic life. It can be analyzed from three levels: market, enterprise and consumer. ?

From the market point of view, advertising is the main tool to spread market commodity information. The general definition of market refers to the general performance of mutual contact and interaction between buyers and sellers. So, how do buyers and sellers interact? The communication between them is realized through commodity circulation. Commodity circulation consists of three parts: commodity trading circulation, commodity circulation and commodity information circulation. Information flow is a pioneer in opening up the market. It can be said that without information, you will become speechless, unable to communicate and unable to communicate. So how does a lot of information fly to people? It depends on communication. There are many industries or channels with the function of spreading commodity information in the world today, and the most important one is the advertising information channel. ?

From the enterprise level, advertising is a powerful weapon for enterprise competition. How do advertisers use the big bombing of advertising to open the door to the market?

First, use the huge advertising budget, more input and more output. "There is no market without advertising, and there is no famous brand without advertising" has become the common sense of an entrepreneur. ?

Second, use advertising planning and production to attract audiences and get as much output as possible with as little input as possible. ?

Some enterprises use advertising positioning to "clear the way to occupy the hatchback" and strive for a certain market share for themselves through targeted advertising strategies. For example, at the beginning of 7-up soda, how can we survive in the cracks in the face of Pepsi and Coca-Cola? 7-up carefully designed a short advertising word for its soft drinks: "7-up-non-cola", which divided the beverage market into two parts at once: all cola-type beverages in Pepsi-Cola, Coca-Cola and other markets, and the newly released 7-up, non-cola, which created a new market for itself in many cola beverage markets. As a result of this non-cola advertising campaign, the sales volume of 7-up soda increased by 10% in the first year, and then increased every year. ?

Using advertising to enhance the competitiveness of enterprises is not only seen in large-scale advertising planning, but also in subtle advertising copy design. For example, the advertisement for toothbrush is "penniless"; Typewriter advertising words: "no fight, no acquaintance"; Telephone advertising words: "refers to walking instead of walking"; The advertising words of electric fans: "To tell the truth, the reputation of XX brand electric fans is blown out"; Moss's advertising words: "Youth as a companion, starting from scratch"; Shoes advertising words: "A journey of a thousand miles begins with a single step"; Mosquito killer advertising words: "silent and mosquito-free"; Coffee advertising words: "delicious!" "Wait a minute. Easy to understand, easy to recite and easy to read, these advertising terms left a deep impression on people. ?

Third, the use of advertising strategies to establish corporate culture. Today's advertising war can be said to be a contest and competition between different corporate cultures in essence. Western advertisements reflect the characteristics of western culture. At the beginning, IBM computer faced many powerful players such as "Mac" and "Wang An Computer". The advertising slogan is confident, bold and aggressive: "Better and cheaper than IBM's products". Behind the declaration of war on oneself, it clearly shows the masculinity of surpassing oneself and others, forming the mainstream of IBM company culture. In today's China market, where foreign goods are famous, many advertisements for China products boast that they come from foreign partners, but Sichuan Changhong took the lead in playing the banner of national industry: "It is our duty to serve the country and prosper the nation", which is a distinctive corporate culture and an irresistible national cohesion. ?

From the consumption level, advertising can guide consumption, stimulate consumption and even create demand. Churchill's words reflect the guiding, stimulating and creative role of advertising in consumer demand from one side: "Advertising enriches human consumption ability and creates the desire to pursue a better living standard. It sets a goal for us and our family to improve food, clothing, housing and transportation, and also promotes the individual's enterprising will and harder work. Advertising makes these extremely fruitful achievements come true at the same time. No activity can have such magical power. " ?

Advertising also stimulates consumption and creates consumer demand. Therefore, some people say: "selling cosmetics is essentially selling good hopes; Selling oranges is essentially selling vitality; Selling cars is essentially selling prestige; Selling clothes is essentially selling personality. " ?

Advertising also plays a role in beautifying the environment and educating people. Advertising is also an art. Good advertising can give people beautiful enjoyment and beautify the city and environment. At the same time, the proper design of advertising content is conducive to establishing consumers' morality, outlook on life and excellent social fashion.