How Do I Choose the Best Copywriter Jobs?

Strictly speaking, "copywriting" and "planning" in advertising should be two interconnected, but very different, divisions of professionalism. However, due to the immature development of the early advertising industry in China, companies are generally small, lack of professional division of labor, and planners have a certain level of copywriting. In order to save costs, the marketing department or planning department of some SMEs often People assume multiple functions, so many planners need to plan marketing activities and write ad copy. However, the emergence of "copywriting planning" is not causally related to the above phenomenon, and is mainly caused by long-term misreading of copywriting and planning.

Copywriting

Copywriting

Generally refers to the profession of advertising company or corporate planning department engaged in text work

1. Responsible for the establishment, promotion, maintenance and promotion of the company's corporate image;

1. Demonstrate understanding of audience requirements.

You will feel that someone who understands your needs is also someone who can meet your needs. The same applies to

One, two and eight rules

In summary, the planning has the following main features:

First, the essence of planning is a crystallization of intellectual wisdom.

Second, planning has a purpose. No matter what the plan is, it has a certain purpose, otherwise it will be meaningless.

Third, planning is forward-looking and predictive. Planning is a scientific forecast made by people on the basis of certain thinking and investigation, so it has a certain degree of forward-looking.

Fourth, planning has certain uncertainties and risks. Since planning is a kind of prediction or planning, it must have uncertainty or risk.

Fifth, planning is scientific. Planning is based on investigation, summarizing, and scientific forecasting. Planning is not a sudden idea or a method of sudden whim. It is a forecasting and planning based on science.

Sixth, planning has scientific creativity. Planning is the crystallization of people's thinking wisdom. Planning is an innovation of thinking and creative planning. It is the true planning. The soul of planning is creativity.

Seventh, planning is operable. This is the premise of planning. If a plan does not even have the most basic operability, then this plan, no matter how creative or good, is a failed plan.

The popularity of IBM Computer Corporation has always been high, and it once gave the impression of being stable, secure, and reliable. However, since the early 1990s, IBM Computer Corporation has lost sight of it. It is widely believed that IBM has a large organization and a slow response. Inferior to other computer companies in research and development. The product also lacks charming features. Although these impressions are not true, IBM is indeed losing consumers. In order to reshape its brand image, in May 1994, IBM decided to hand over its global advertising business to Ogilvy & Mather. This is the largest business transfer in the history of advertising.

Ogilvy & Mather combined with the integrated marketing communication concept developed in the West in the late 1980s, it began with the following two aspects to reshape the IBM brand.

1 Brand inspection: Investigate how consumers recognize the IBM brand. Look for languages and factors related to the IBM brand (including companies and computers), gather information, and develop insight and intuition.

2 Brand photo: According to the truth found in the brand inspection, outline the unique and reasonable relationship between consumers and IBM. The text is vivid and lyrical.

Please see: "IBM is the cornerstone of the information age. The pulling force that transforms our lives. IBM stands at the height of global development and designs to provide humanized products. With a single touch, users have the magic of science and technology. IBM follows the solution of one family. Way! "

The brand photo is a reflection on the meaning and identity of the brand's soul, and finally makes a profound interpretation. It actually foreshadows every advertising campaign carried out by IBM and the future, and strategically regulates the company's interaction with customers. The brand is promoted.

The key to a correct product strategy is the division of product lines. Product line division can be carried out from a number of different angles. But in general, we mainly divide the products into four categories from the marketing perspective: star products, hero products, combat products, and personalized products, and adopt different pricing methods according to different product categories.

Star products-reflect strength and brand

Star products are mainly used to reflect the technical strength and brand positioning of the enterprise, which can establish a brand image and create brand value for the enterprise. This type of product is generally relatively high-end, has a high added value, can meet the consumer's needs on a spiritual level, and the consumer's psychological price is relatively high. Therefore, the value pricing method can be adopted to set the price higher.

Hero products-the main source of profit

Hero products are the best-selling products of enterprises. It may not be the best-selling product, but it must be the most profitable product for a business. This type of product is generally a mid-range product, and usually adopts target income pricing method to win with cost performance, which can attract consumers and ensure the profit margin of the enterprise.

Combat Products-Weapons against opponents

Combat products are often used in promotional activities to generate popularity and to combat opponents. For example, the explosion models on Taobao are combat products. This type of product usually sells a lot, but companies can't make a profit from it, and sometimes even lose money. Because the role of combat products is not to make profits, but to attract consumers and drive sales of other products, competitive pricing is often used to make small profits but sell more, or even sell less.

Personalized products-meet individual needs

Personalized products are tailor-made products for customers. This type of product is mainly used to cultivate customer loyalty to the enterprise and meet customer personalized needs. Generally speaking, the production cost of such products will be relatively high, so a cost-plus pricing method needs to be adopted to protect costs and meet customers as the goal, followed by profit.