Even in the face of life and death, there is no shortage of brave people in this world.

Life and death are downbeat, and if you don't accept it, you will do it.

However, when people are faced with choices, they often suffer from gains and losses, and it is difficult to make decisions.

Ye Guangdou is like this now.

Wandering between ideals and reality, I don't want to give up my ideals, and I don't want to miss the opportunity.

Jiang Xiaobai waited for a moment and decided to help him with the last handful.

If there is no such fate, it will be regarded as the first and last lesson of life for this young man.

"When you don't know what to choose, the best thing to do is to stay where you are."

Jiang Xiaobai said slowly.

This is said by Ye Guangdou himself.

His place could be the press department, which was relative to his position.

It could also be the advertising department, because he is in the advertising department now.

Ye Guangdou slowly turned his head, looked at Jiang Xiaobai, and said, "Director Jiang, do you trust me?" ”

Jiang Xiaobai shook his head slowly: "Don't trust!" ”

Ye Guangdou was stunned for a moment, and asked in surprise, "Why?" ”

Jiang Xiaobai chuckled: "Trust is not a word, not a promise, and not an answer.

Trust is an emotional judgment based on reason after people have experienced a thing together.

We've never worked together, so there's no trust. ”

After a short silence, Ye Guangdou silently walked to a desk and sat down, and said, "Director Jiang, I'll follow you!" ”

Jiang Xiaobai smiled and didn't ask why.

"Okay, let's get to the first job.

I set up a Jinke melon seed factory in Jianyang County, the main product is spiced melon seeds, the fried method of melon seeds is my original, the taste is very good, people who have eaten it like it.

Now, I have opened a store in Qingzhou, called Youpinpuzi, which only sells spiced melon seeds for the time being.

I need you to make a series of ad copy out. ”

Ye Guangdou didn't expect Jiang Xiaobai to start working so directly, he didn't know much about advertising, and admitted frankly: "I don't have any concept of advertising, what is the series of advertisements that Director Jiang said?" Why is the name of the manufacturer Jinke, and the name of the store is Youpin? ”

Jiang Xiaobai patiently explained: "A series of advertisements is a group or more groups of advertisements created based on the same advertising style or advertising theme.

Through each individual advertisement, different content and different creatives, we can achieve a richer and more diverse advertising effect. ”

He gave an example: "It's like if you say you're very good, and I don't agree with it, you show me your painting talent, and I think you're just a painter, not good."

You then show off your calligraphy talents, singing talents, and acting talents, and sprint for 11 seconds in 100 meters......

Let me realize that you are not only a painter, but also a calligrapher, a musician, a singer, an actor, and an athlete.

All of this proves that you are very good.

A series of advertisements is like this, an advertisement can not convey the advantages and selling points of the product, so create advertisements from different points to let the audience understand the advantages of the product at many levels.

It's as simple as that. ”

Ye Guangdou nodded, indicating understanding.

Jiang Xiaobai continued: "As for why the name of the manufacturer is different from the name of the store, it is because production and sales are two systems, and I need to use the excellent store to create a snack food, that is, a snack brand.

In the future, the store will sell many kinds of snacks, and spiced melon seeds are just one of them. ”

“……”

It took more than an hour for Jiang Xiaobai to talk about the basic knowledge of branding, advertising, marketing, promotion, etc., and taught some basic methods of advertising creativity, which made Ye Guangdou dumbfounded.

This knowledge opened the door to his understanding of advertising, as if he saw a new world.

"Director Jiang, how do you know so much?"

Ye Guangdou asked curiously and suspiciously.

Jiang Xiaobai: "Song Huizong said! ”

Ye Guangdou was stunned, wasn't Song Huizong from the Song Dynasty? Can Song Huizong understand these modern advanced knowledge and concepts a thousand years ago?

Jiang Xiaobai smiled: "There is a golden house in the book, a thousand Zhongsu in the book, and Yan Ruyu in the book." ”

Ye Guangdou suddenly realized, it turned out that Jiang Xiaobai was talking about letting him read more books.

All knowledge cannot come out of thin air, and only reading more books is the way to learn knowledge.

But then he showed a puzzled look, is there really what Jiang Xiaobai said in the book?

He didn't see any related books in the library of Jiangcheng University.

"Director Jiang, what book did you read these things about?"

Ye Guangdou couldn't help but ask.

Jiang Xiaobai said casually: "Ogilvy's "Confessions of an Advertising Man" was published in 1963. ”

Ye Guangdou's expression was sneering, he didn't know who Ogilvy was at all?

Just sounds like a foreigner's name.

Director Jiang even reads foreigners' books!

You know, in 1983, there were very few translated versions of those foreign books, and you could only read the original version.

Ye Guangdou's gaze at Jiang Xiaobai was different, and he felt that he was a scumbag in front of Jiang Xiaobai.

At this moment, he was a little glad that he had chosen.

Perhaps, as Jiang Xiaobai said, even if entering the advertising department did not open the door to understanding the world, at least it opened a crack.

"Okay, there's more to learn in the future."

"You first write a few spiced melon seeds according to what I taught you."

Jiang Xiaobai interrupted Ye Guangdou's thoughts and handed him some information about the Jinke Melon Seed Factory and the Premium Shop.

The newspaper advertisements of this period were basically text-only advertisements, and they were all black and white, unlike the printing houses of later generations that could publish graphic design drafts of color plates after using computer laser lighting technology.

Relatively speaking, it is also simple to make advertising creativity during this period, and you can write copy.

Jiang Xiaobai handed over this matter to Ye Guangdou, but he didn't have much to worry about.

"Director Jiang, I will definitely try my best to do a good job!"

Ye Guangdou took the information and said firmly.

Jiang Xiaobai nodded with satisfaction, and after a few words, he left the advertising department and went to the printing house.

At present, the circulation of "Qingzhou Daily" is not large, and the group of people who read the newspaper is limited to the people within the system and a small number of intellectuals, and the broad masses of the people do not have the habit of reading the newspaper.

This also means that advertisements are only placed in newspapers, and most people are invisible.

He needed a new medium.

A communication medium that allows the people to see the advertisement of spiced melon seeds.

"Brother, do I want to call you Director Jiang now!"

Seeing Jiang Xiaobai, he said jokingly.

Jiang Xiao gave him a blank look, and said jokingly: "Brother Xiang, you disgust me, be careful that I retaliate against you!" ”

Moving forward and laughing: "Even if you retaliate, see if I'm afraid?" ”

Jiang Xiaobai handed over a Huazi and said with a smile: "I'm really not afraid? ”

Moving forward for a moment, he suddenly had a feeling that Jiang Xiaobai's tone didn't seem to be joking.

"Brother, is there something wrong with you?" Xiang Qian took Huazi between his fingers and asked.

Jiang Xiaobai nodded, "There are indeed two things to talk to you about." ”

Xiang Qian glanced at Jiang Xiaobai deeply, and said, "Then sit down and talk!" ”

The two sat down and lit cigarettes.

Jiang Xiaobai spat out a puff of smoke rings before saying, "The first thing may not be good news for you. ”

Xiang Xiang's heart tightened, and he said, "Say, what's wrong?" ”