This article is not to tell everyone that advertising should be arbitrarily deceived. In reality, advertisements for fraudulent consumers abound. Advertisers can only find immediate short-term benefits, and they can also get the final appearance. Advertising should be based on honesty, because the term "trick" is said to be synonymous with "strategy" in Greek, "grandson" is said to be "the soldier, the martyrdom is also", and the "诡" here is the real and false It's just a phenomenon, not an essence, so this article is so named.

The “trick” in advertisements refers to the expression of advertisements. For example, people’s common “suspense” advertisements and “news style” advertisements are typical “trick” performances. It is not without advertising themes, but subtly hides themes. To allow the audience to receive guidance without any precautions, so that advertisers achieve their wide-ranging goals.

Shi Yuzhu is also a marketing master of “small and versatile”. Many people criticize the extremes of advertising. In fact, “trick” is hidden between this “bad”. Imagine if the brain platinum is as big as other health care products to promote its efficacy. On the one hand, rational consumers are hard to believe, on the other hand, it may cause government supervision and management departments to intervene. In order to promote filial piety and advocate gift giving, his advertisements are accepted by many people.

A few years ago, Germany's Mercedes-Benz set up a production base in Fuzhou. The company rented more than a dozen villas for experts to live in. A decoration company in Fuzhou undertook the renovation project. Later, this decoration company opened up a high-end home decoration market, advertising in the media, and advertising was released in soft text. The company’s advertisements appeared in a “suspense style”. The title of “XX Decoration for Mercedes-Benz decoration expert villas is true or false? After the advertisement was released, many citizens were attracted and continued to pay attention to the follow-up report of this "news". With the divestiture of the "news" incident, the image of a "powerful" decoration company surfaced, and the decoration company poured out If the door is in the city. The "trick" of advertising is to make readers feel that the choice of the world's top 500 companies must explain the strength of the design and construction of this decoration company.

At the beginning of 2008, a decoration company in Fuzhou started the “Renovation Experience Hall” in the city. The purpose was to guide consumers through experience and win the decoration business for the company. Its promotion requires that it fall into the hands of the author. This advertisement must be a description of the marketing means of a company, and it must be made into news, and it is extremely valuable news. The author has seen that many decoration companies have shown the effect maps and model houses as experience means. The “experience hall” naturally allows consumers to understand the process and precautions of the decoration. Therefore, it is conceived to strike a little bit on the traditional practice, resonate among the consumers, and then put forward the needs of the decoration owners, and enlarge the point of "renovation experience pavilion" to consumers to remove all kinds of doubts. Therefore, with the "News" of "Fuzhou will be renovated experience museum", the text does not reflect the name of the company, only inform the readers where to visit. Many readers do not think that this is a corporate advertisement. The readers who attended the exhibition were surprisingly many. The company naturally took a lot of business from it. Later, many decoration companies thought that the experience hall itself could drive sales, and the followers followed suit in batches.

A wood flooring export company, long-term advertising does not forget to reflect the strength of the company, but the domestic sales performance is flat, and even less than other small manufacturers products sold. The dealers of the manufacturer asked the author to talk about how to do the advertising. The author tried it. At that time, it coincided with the introduction of the national laminate flooring standard, which had new requirements for environmental protection indicators, that is, the European standards were cited, which was more demanding than the usual domestic standards. high. "Where to buy European standard wooden flooring in China? "The article appears in the header, the text does not mention the advertiser's information, let the reader pay attention to the important impact of wood flooring on health. When the manuscript is sent to the dealer for confirmation, the dealer is very puzzled. "Why do I pay for the advertisements without mentioning the benefits of my business?" The author spent a lot of time trying to convince the dealer. After the article was published, many readers called the newspaper to find out where to buy healthy wooden flooring. Then the "European standard wooden floor is around us" appeared, and the business information was told to the readers in the way of media recommendation. The sales volume surprised the dealers and even said "the original advertisements should do this."

The planner of a clothing store asked the author, what can be done in addition to brand promotion and price concessions? The author believes that this is a general outline of the lack of strategic height in the apparel industry.

Manufacturers die-dead advertising, packaging out a brand, giving dealers a large margin of profit, terminal sales rely on discounts to win, this practice is constantly "cloning" in the industry, brand clothing sales are also shrinking, domestic brands are not good to sell I went to find foreign brands to sell, and the ads continued to increase. The author believes that if the advertisements for selling clothing no longer promote the brand and price, then the marketing of the clothing industry has risen to a high level. Such as reselling the customer's personal image design, so that many people dress better, and compete for consumers to become followers, it will be another spring of clothing stores.

In reality, many companies are bent on opening an outlet through an advertisement, but they are bragging about themselves in advertising. He does not necessarily recognize advertisements. The planning director of a large company told the author: "Our boss is a bit strange, what the company needs is not what the boss wants." This phenomenon is more common in the enterprise, and it is not a matter of doing advertising. Strategy, the author often encounters such a business owner. Even if the advertisement drives sales, he still feels bad. It is not good to show his strength. In fact, the company claims to be strong and can neither win the trust of consumers nor intimidate the competition. Opponents, on the contrary, reflect the strategic incompetence of this company. Especially in the market under the background of economic depression, it is difficult to rely on advertising to drive sales without paying attention to the "trick" of advertising.