What is the punishment of marketing? Advertising is dramatically exaggerated target customers.

Remember that a few years ago, in the community there have been extorting money for the purpose of the "Friendship mysterious chain," many people have received this kind of baffling is the "threatening letters": according to the letter, the list of recipients, the address to a specific amount, if not by remittances will be punished one way or another…… This is clearly contrary to ethics, and even violate the law, but the crook has again succeeded.

In fact, this is the bad intentions of those who use liar "punitive marketing" stem the evil acts they firmly grasped the trust to "spend money to buy peace" mentality. In fact, if the proper use of punitive marketing this marketing mode, perhaps enterprise product marketing will create a new situation. Take Haier, "defense wall," water heaters, is the successful application of the product marketing strategy punitive model, it will become electric-industry leaders功不可没. If you have the opportunity to turn a large home appliance shopping malls to, it will Haier brand counters in the information display racks found a "qualified security bath water heaters ≠ the theme of" single-page publicity. In the single-page publicity, to about half the length of the four cases: The first case Reprinted from "Meirixinbao" entitled, "18 live" electronic house "," focuses on the West Anshan Road, Nankai District Longjing, the lives of 18 people was often the risk of electric shock, water heaters, electrical leakage, washing machines leakage, with a slight to be with the current "intimate contact"; reproduced second case, "the Shenyang Evening" entitled, "electric water heaters death SUN identify reasons", mainly on the Shenyang Xinmin 26-year-old male youth Cuimei, bathing water heaters in the home when the unfortunate electricity to electric shock, rescue grandmother with grandchildren when electric shock, resulting SUN duo died on the spot; section three cases taken from the "People"s Network", entitled "Beijing outlet 40% of the market failure, poor socket electric shock to consumers who choose to be careful," the main complaints about Beijing Center received two reports from the water heater to cause death complaint After a detailed investigation of the technical staff, these two incidents to the use of substandard socket; fourth case Excerpt from "HanPhone" entitled, "Ma Yi Mo tap on the hand with water that has been stolen," mainly on He Jiang"an District and neighbours on water, it was found that the faucet charged, it was an unauthorized users will be bound to tap the wires caused by buried power potential safety problems. In fact, more than a single-page publicity, these four cases is Haier "anti-power wall" flat water heaters other advertising material. If we do not close look at single-page publicity, will be Hayidiao, it will be found there again later. Read carefully, we will find that Haier is playing the "strategy": the first to use "unsafe" threatened to target consumer groups, warning them in the selection and use of the water heater when we should pay attention to safety factors; further pointed out that even if the water heater is not qualified it is safe (ie "qualified security bath water heaters ≠"), which is China"s national conditions, and Haier "anti-power wall" technology is against China"s national conditions to resolve the safety of the water heater problems finally pointed out, Bangqiaoceji water heaters, solar thermal is competing products - and gas-fired water heaters If there is no "power-wall" technology is not necessarily safe. In this way, small single-page realized "many birds with one stone" target marketing, marketing punitive very significant effect.

So, what is the punishment of marketing? Advertising is dramatically exaggerated target customers, only use this product enterprises can achieve their higher aspirations, or better health, or more secure living environment, or more beautiful appearance, or even greater self-esteem and self-confidence …… hearts, if we do not use this product is very terrible consequences, such as the deterioration of conditions easily become ugly, unsafe…… Here, the penalty will understand why marketing is particularly applicable to health food products, OTC (non-prescription drugs ), medical devices and other health products marketing, or related to the safety of life products (such as electric water heaters, gas mask) marketing, as well as changing consumer behavior traditional consumer marketing operation of the terminal.

Punitive demands

We know that the demands punitive convey information through a variety of media advertising to achieve that goal through advertising demand from consumers resonance, and even respond to, and ultimately create new consumer behavior past or change consumer behavior. And punitive demands on the target consumers greater touch, or buy them to take to change consumer behavior past the greater the risk of this marketing mode operation on the greater the likelihood of success. At the same time, to punish marketing with the advertising, as advertising has aspirations bold, profound, anti-tradition, the audience can read the mind often, the memory of a good due to exceptionally effective dissemination of advertising. However, the operation should have a punitive advertising premise that we must fully "respect" target consumer groups, it will not be a target to hook consumers on the "fish", but will increasingly distant from the products. Well, punitive What are the common aspirations of advertising operation practices?

The first one is tortured type. Through advertising to target consumers convey a sense of unease consumers psychologically, if the consumer does not change his spending habits or consumption behavior will feel conscience and moral criticism. Of course, this situation is more suited to carry out social marketing enterprises at the public service commercials, advertising by public enterprises. In the last century the 1980s, Berlin bus company encountered a very distressing thing: those who like graffiti in the subway stations and on buses graffiti Luanhua, including in the seat behind the words carved eagles, and even removed Seat. To that end, every year the Berlin bus company suffered the loss of tens of thousands, then in 1990 began this Unit "evil" declaration of war. However, the company initially developed advertising strategy does not work, because the company in cinemas broadcast directly address the graffiti advertising, obviously those "Houlianpi" graffiti did not work, and even played a counterproductive. Because these people face the challenges of advertising, more to himself as a hero. Later, the Berlin public transport company in the further studies revealed that these "despicable" weaknesses, the original graffiti to fear from these close friends of their ridicule and contempt. Thus, the Berlin bus company"s decision to take punitive advertising, so they were ridiculed moviegoers, so that they think is a friend of the poor "coward", is secretly proud of the nonexistent. So, a new ads launched: a Aichou incomparable and timid as mice, no one caring Laipi dog, ran down the stairs of the subway station. (Lens switch) hung on the color of the graffiti spray cans graffiti also ran into the same subway station is also Aichou incomparable and timid as mice, and no one caring. (Lens switch) dog around the side walls, graffiti also near the wall. (Lens switch) dog looked flustered in a backward-looking one, graffiti also saw a similarly. (Lens switch) Lani dog into the wall, graffiti, a wall spray to the same color. Then main ad launch: "Graffiti is the poor dog." This has led to a laughing audience, and viewers who may have these graffiti friends, and they are very concerned about their friends on the evaluation. Subsequently, the advertising successfully play its due role.