提到電視廣告,自然不能不談到電視廣告片的創(chuàng)意和制作。

       其實(shí)對(duì)于創(chuàng)意這東西,每個(gè)人都有表達(dá)欲、發(fā)言權(quán),也都擁有評(píng)論權(quán),因?yàn)槿魏蝹€(gè)人都是相對(duì)獨(dú)立的個(gè)體,而且具有一定主觀的觀點(diǎn)和角度,但是好的點(diǎn)子卻往往不是信手拈來的,而是經(jīng)歷了“99度+1度”思想現(xiàn)實(shí)化的創(chuàng)造過程。

       說到logo設(shè)計(jì)創(chuàng)意點(diǎn)子人人皆有,但是好的創(chuàng)意人員會(huì)“堅(jiān)持有策略的創(chuàng)意”,這也是為了更有效保證廣告片的終極商業(yè)傳播效果。

      成功的商業(yè)品牌策劃和廣告策劃,必須要有明確的目標(biāo)。是想在短期內(nèi)快速提高銷量,還是要完善消費(fèi)者對(duì)商業(yè)品牌的已有印象?是對(duì)市場精耕細(xì)作提高占有率,還是準(zhǔn)備擴(kuò)大銷售區(qū)域?是要告訴消費(fèi)者一個(gè)消費(fèi)理由,還是要滿足消費(fèi)者的虛榮心?

      上面列舉的這些都必須要非常清晰、非常明確,不能主觀評(píng)斷,否則我們自己認(rèn)為很好的創(chuàng)意到了客戶那里就容易變成了一紙垃圾,放到市場上更是花錢不討好,創(chuàng)意人要扎到人群中去體會(huì)、去了解,深度思考、分析判斷自己的創(chuàng)意原點(diǎn),畢竟做市場不是閉門造車的幾紙飛機(jī)稿就解決得了的問題。

        When it comes to TV advertising, naturally we have to talk about the creativity and production of TV advertising films.

        In fact, everyone has the desire to express, the right to speak and the right to comment on creativity, because any individual is a relatively independent individual with certain subjective views and angles. However, good ideas are often not readily available, but have gone through the creative process of "99 degrees + 1 degrees" ideological reality.

       When it comes to logo design, everyone has creative ideas, but good creative personnel will "adhere to strategic creativity", which is also to more effectively ensure the ultimate commercial communication effect of advertising film.

       Successful commercial brand planning and advertising planning must have a clear goal. Do you want to quickly increase sales in a short period of time, or do you want to improve consumers' impression of commercial brands? Do you want to make intensive efforts to increase market share, or do you want to expand sales areas? Do you want to tell consumers a reason for consumption, or do you want to satisfy consumers' vanity?

       All of the above must be very clear, very clear, and can't be judged subjectively. Otherwise, the ideas that we think are very good will easily turn into a piece of rubbish when they arrive at customers, and it's even more thankless to spend money on the market. Creative people should go to the crowd to experience and understand, think deeply, analyze and judge their creative origin, After all, marketing is not a problem that can be solved by just a few airplane drafts behind closed doors.