Wuliang Advertiser

After Liu Yuyan returned to her seat after the speech, Wu Liang added a sentence at the right time, "There are still some details in the planning that have not been shown. Please ask the expert group for questions."

Dong Mingzhu did not take the lead in asking questions, but Chen Zili, the director of the marketing department, said, "Hello Wu Dong, this is Chen Zili from the marketing department of Gree Electric. Just now you have also introduced that the advertisements will be concentrated after July. Is the main purpose just to open the window of advertising for other air-conditioning manufacturers?"

Chen Zili deliberately dismissed it, Wu Liang chuckled, and learned something like, "Hello, Mr. Liu just introduced that this time period, which is the low season of air-conditioning sales, is used for advertising. The purpose is very clear, which is to shape the pattern. The brand image of establishing high-end manufacturing is not at the same level as the hype concept of many air-conditioning manufacturers with natural wind. It can be said that I am a blow to the latitude."

Chen Zili still felt a little bit interesting about this new word, and he could understand it literally, and nodded to show that he understood.

In many cases, the brain supplement in the advertising slogan is also very important. For example, "Use your brain often and drink seven walnuts" is a classic case. This is a typical edge ball advertising slogan. Or the red line of the rule of law implying the effects of treatment and health care is only one step away. The purpose is to guide consumers to associate, and "brain supplement" to show its "brain supplement" effect.

To put it bluntly, the slogan of “use your brain often and drink seven walnuts more” is to cater to the folk’s simple belief in “walnut replenishing the brain”, and the traditional dietary culture of “complementing the shape with shape” is even more important. Lack of modern scientific support.

However, this is brain supplement, which is similar to "who knows who uses it". Putting it on the central air conditioner, Greene said that he has mastered the compressor technology of central air conditioner, but said that he did not mention his own civilian air conditioner. Has your technology reached this level?

Did not say.

However, consumers will replenish their brains, which is the main purpose of choosing central air conditioning.

Therefore, Wu Liang continued, "It seems to be talking about central air-conditioning, but in reality, it is to make consumers associate, increase the brain supplement link, and serve multiple purposes. In addition, in the period after July, we can find China Television requires it to give the most favorable price and save most of the cost."

That is, I didn't want to advertise, but considering that everyone has been cooperating for so long, just put a little bit, which is better than nothing. If you give a very reasonable price, then I will reluctantly invest some money to help you improve your performance.

In terms of bidding, this can be regarded as the most important step, "showing benefits", you see, compared with the expensive price from February to July, we just make a profit.

Although this is a secret exchange concept, the manufacturer eventually spent additional advertising costs.

However, Wu Liang did not stop continuing to present his interests. "The same is true for the purpose of choosing Dong Zong's contemporary speakers. Big stars like Chen Jieke, who can spend 40 to 50 million yuan at every turn, have a good effect on off-season advertising. A lot."

Wu Liang was so affirmed and was grasped by a member of the expert group, "Why would Dong Wu think that the effect of asking Chen Jieke is not good?"

Wu Liang thought a little bit, instead of facing the answer, but pretending to be surprised, "Isn't he a brand killer? Which company he endorsed has survived?"

In later generations, people used to ridicule things as jokes, and Wu Liang’s mouth was reversed, “Geli is the most successful brand endorsed by Chen Jieke, and the only one”, but, after all, there is step by step before and love afterwards. With multiple VCDs, the standard king can’t handle it. So, if anyone is under pressure, they should ask Chen Jieke, which ultimately affects the brand. This responsibility is very serious.

What Wu Liang didn't know was that Henggao's advertising plan included the idea of ​​inviting big-name Kung Fu stars to endorse, and Wu Liang was so disturbed that it was mostly cool.

Experts still don't give up, avoiding answering, instead directing the question to the endorsement of the general manager. "The endorsement of the general manager has never been done before. Why should Grip be the first person to eat crabs?"

Experts’ questions are very tricky, but Wu Liang has long been involved in a case. “In the advertising industry, there is a word, “attention”, or attention is also OK. It occupies a very important position in advertising activities. It can be said that attracting the audience’s attention is The beginning of all advertising campaigns.

Asking an outstanding entrepreneur like Dong Zong to speak for the company is to attract attention. This is decisive for the effect of advertising. This topic is enough for consumers to talk about it. This has been considered as a success. Although the advertisement does not clearly indicate Explain, but I believe that there will definitely be reporters who will pay attention to it. Then, when the reporter interviewed Mr. Dong why he endorsed himself, he would give a sentence, “Geli Electric can be the best product in the world,” Dong Mingzhu said in the advertisement. If it is, it will speak on behalf of Green Electric, and we will do what we say!'"

As if Wu Liang's self-confidence had infected everyone, Liu Yuyan couldn't help but applaud. Dong Mingzhu also nodded upon hearing this, took a deep look at Wu Liang, and applauded.

Wu Liang was determined in his heart, "It's done!"

However, the final judgment still needs discussion between the expert group and Dong Zong before it can be finalized.

After the applause, Chen Zili frowned and asked, "Mr. Dong, what you endorsed may push you to the forefront. This pressure, you...?"

Dong Mingzhu sighed slightly, and replied categorically, "Wu Dong said well. What Dong Mingzhu said in the advertisement is speaking on behalf of Green Electric. I still have this responsibility. Besides, I can save five. Ten million endorsement fees are worth the fifty million."

Wu Liang secretly gave Chen Zili a thumbs up and praised, "This double acting, life is like a play, depends on acting skills, no wonder he can become Dong Mingzhu's confidant. This ability to observe words and colors is really amazing!"

Dong Mingzhu's statement is not a statement of position, it has almost explained the result of winning the bid. She stood up and shook hands with Wu Liang again, "Also ask Wu Dong to be in the lounge for a while, and the result will be soon."

Wu Liang promised himself that the winner should show his tolerance, just like the Heisei advertising company that bought Wu Xiaobo back then.

Entering the lounge, Liu Yuyan also swept away the previous melancholy, and her expression flew up. This is the characteristic of the latecomer advantage. Basically, she can learn enough information from the judges' words.

When Henggao’s Zhao Qiang saw the smile on Liu Yuyan’s face, he suddenly groaned. The secret path was not good. Zhang Mowen, who was sitting next to him, felt the weird atmosphere of the scene, stood up, greeted Liu Yuyan, took out his business card and did it again. Introduce myself, "Hello, Mr. Liu, I'm Henggao..."

Liu Yuyan was in a good mood, took the business card and interrupted him with a smile, "The famous Henggao President Zhang, fortunately meeting, this is our chairman, Dong Wu."

Zhang Mowen smiled and stretched out his hand to shake hands with Wu Liang, "It seems that Dong Wu is determined to win!"

Wu Liang pretended to sigh with such a vulgar rhetoric, "All of the judges of Geli have insights. The planning is a little bit flawed and can't be fooled. Oh, it's difficult, it's so difficult!"

Zhang Mowen agreed against his intentions, "Wu Dong's draw back then has become a good story in the industry, shouldn't it be difficult for Geli?"

Wu Liang just laughed and didn't say anything. Liu Yuyan was chatting awkwardly. Fortunately, the waiting time for such suffering was not particularly long. It took about ten minutes. Chen Zili opened the door and laughed before saying a word. Wait, Mr. Dong invites everyone to the meeting room."