What Does a Creative Copywriter Do?

Advertisers, in a broad sense, refer to those engaged in the advertising industry, including creative personnel in advertising planning and advertising design and production. In a narrow sense, it refers to those advertising professionals and advertising researchers who have achieved success in the advertising industry. Advertisers are also called marginal people. Advertisers require a wide range of coverage.

Advertiser

(Persons working in the advertising industry)

Advertiser responsibility

Advertisers, like all other professions such as doctors, teachers, and police, reflect their own life values through advertising. Advertising culture is also a form of cultural existence in national culture. It has an indelible role in the cultural development process and also serves as An effective way to export Chinese culture to the outside world. Therefore, no matter where it is, advertising is a responsibility for cultural heritage and development, and to make due contributions to the development of a nation.

Advertisers have a heavy responsibility. It determines how advertisers play a role, and it also relates to whether the advertising industry can play a normal role. To correctly grasp their responsibilities, advertisers must have a clear understanding of the characteristics of the products they provide --- advertising.

Advertiser characteristics

Advertising (or commercial advertising) is a common form of communication between buyers and sellers in a market economy. It has

Commercial advertising

In addition to the general attributes of information, it has the following three characteristics:

1. Commerciality. 2. Sociality. 3. Artistic.

Advertiser behavior

The characteristics of advertising reflect the requirements and expectations of all parties in the face of advertising effectiveness. When the characteristics of advertisements are clarified, the criteria for evaluating advertisements are found. Good advertising should achieve good results in the above three areas. Advertisers' responsibility is to seek the best combination between the three through creative work. To do this, the advertiser must:

1. Representing the interests of consumers, "never make ads that you don't want your family to see." Advertisers are the intermediaries between enterprises and consumers. It is obliged to provide consumers with authentic and reliable information. However, the "Advertising Law" has been implemented for more than a year, and false advertisements that mislead consumers and harm consumers' interests are still exposed. In fact, many advertising issues are difficult to control by law. To a large extent, they are moral issues and require advertisers to exercise self-discipline. Mr. David Ogway has a self-discipline rule: "Never do ads that you don't want your family to see." If the advertiser can really treat consumers as family members, his conscience will be discovered. Advertisers should understand that it ultimately depends on consumers rather than their customers; it can quit any customer, but it can never quit the consumer. Furthermore, from the perspective of customers, if it really wants to survive for a long time and establish its own corporate image, it will not encourage its advertising agencies to deceive consumers. Even if some advertisers have wrong intentions, and if they forget the benefits, the advertisers cannot accept or condone them. Finally, advertisers also have personality issues, and advertising companies also have image issues. It's so pitiful to live by bragging, not by gentleman. An authoritative survey shows that China is currently the country with the highest advertising trust in the world. This is the luck of Chinese merchants and advertisers. If the advertiser irresponsibly spreads misleading information with various so-called "creatives", it will not only damage the interests of consumers, damage the image of customers, but also smash their own rice bowls!

2. Self-improvement, self-respect, self-confidence, and win customers with quality service. There is a principal-agent relationship between advertisers and advertisers. Some people say that advertising is a parasitic industry, and advertisers worry about it all day long, only to offend customers, without any sense of security. In fact, this kind of view is not only useless to improve the condition of advertisers, but also very harmful. We must realize that the advertising industry is an industry developed to meet the needs of the market economy, and it is necessary to exist. Advertisers are not parasites. They are honest workers who exchange their services for remuneration. Therefore, it is not necessary or necessary to be inferior to any customer. Indeed, in a competitive environment, many advertising companies have realized that it is not easy to win a client, but it is easy to lose a client. So it is definitely not wrong to take the relationship between maintaining and old customers as an important thing, but remember that the rule here is: good relationships come from good service. Advertising companies sell products for businesses, and they also have a problem of how to sell themselves. To this end, advertising companies must also establish modern marketing concepts and carefully study what customers really expect from advertisers in advertising agency relationships. There is reason to believe that the advertisers needed by enterprises in fierce competition are "military divisions" who can advise them, and they are definitely not "servants" who pour tea. If the advertiser is a veritable "military division", he will not be easily dismissed, and someone will "dig" the price at any cost; on the contrary, if he only "teas and pours water", even if it is a hundred-pronged, it is rare Its a bit. Therefore, it is better for advertisers to focus on how to provide good service to customers. Only in this way can we get rid of the "parasitic" status.

3. Do marketing, don't settle for "art direction". Advertising is a kind of marketing behavior. It must be based on market research, and planning is its core content. Therefore, in addition to communication and art design talents, modern advertising companies also need marketing talents. In the boom in the past few years, the high income of the advertising industry has made it an important way for cultural artists to do business. As a result, the majors of art design and journalism in the advertising industry are mainstream, and there are few marketing professionals. Due to the irrational talent structure, except for advertising companies that cooperate with foreign companies, the real ability to provide high-level comprehensive agency services is rare, and the advertising industry is still at a low-level development stage of "no planning". Artists who pretend to be adverts have exhausted their efforts in advertising performance. They can be described as well-intentioned and have created many gimmicky works that have left the audience confused. The advertiser's money was spent, so that the "advertiser" worked very hard for a while, but the unsatisfactory advertising effect caused the advertiser to repeatedly fall into a dilemma. In foreign countries, Hong Kong and Taiwan regions, advertising agencies that provide comprehensive agency services for companies dominate, and attach great importance to the overall planning of overall services. This represents a high-level stage in the development of the advertising industry. Therefore, domestic advertising companies pursuing development must quickly change the status quo of the artist's protagonist, and improve the service function to better meet the needs of customers and meet the competition challenges from abroad.

4. Be the messenger of social civilization and don't create cultural waste. Advertisers are both marketers and cultural workers. They have the responsibility to show the socialist material civilization and spiritual civilization through the communication between enterprises and consumers. In recent years, advertising has been problematic in this regard and has attracted people's attention. Some advertising companies blatantly promote dirty, vulgar, decaying, reactionary things to pollute people's audio-visual, and it is also known as "creative". This reflects that some advertisers are too strong in business and merchants and have a weak sense of social responsibility; others are immature in their professions and lack cultivation. In this regard, while improving the professional quality of advertisers, the current plan is to clarify the creative guiding ideology. First, corporate advertising should show the harmonious relationship between business and society. Second, we must attach importance to the educational role of advertising and the plasticity of advertising audiences.