"At the end of last year, a newspaper in Xiangjiang did a market research, and among the top ten most popular candy brands, there was no shadow of our White Rabbit."

When Director Lu mentioned this matter again, Director Xu, who had a straight face, pointed to a few photos in Jiang Shan's hand.

"Director Lu is envious?" Jiang Shan, who understood it, immediately smiled and said, "I'll teach you a better way,"

Looking at the familiar brands on the photos, Jiang Shan said:

"Those so-called market research, you don't have to care about it at all, although our White Rabbit was not selected into it, it doesn't mean that the people of Xiangjiang don't like it."

"What do you mean by that?"

"Because, the people of Xiangjiang have never participated in this market research at all," Jiang Shan said and decided to explain one more sentence:

"Or, maybe some people have indeed filled out this market research, but as for the results of the final survey...... It's not something that the masses can control. ”

"Xiao Jiang,"

After such an analysis, Director Lu will also understand: "You mean that in this market research...... There could be ghosts? ”

"There must be a ghost,"

Jiang Shan said unhurriedly: "News similar to these market research are collectively referred to as soft advertisements in foreign countries. ”

"Soft ads?"

"It's not like an advertisement, a kind of propaganda with a suggestive effect......"

When a series of new knowledge kept jumping out of the mouth of the young man in front of him, the two leaders, who were still in anxiety mode just now, slowly sat down in their respective positions.

"Just these candy brands that won in the polls," Jiang Shan shook the photos in his hand: "They are not small, their marketing methods are quite sophisticated, and they are often soft and hard together." ”

"Hard?" Comrade Huang Hua, who is the manager of an advertising company, tried to guess: "Does this hard refer to normal advertising?" ”

"That's right."

"Then our White Rabbit's next advertisement, do you have to be both soft and hard?"

Before Jiangshan came in, Director Lu actually wanted a 10-second small advertisement.

"Do a full set of things, otherwise how can you compete with others for the market?"

If the time-honored state-owned brands cannot adapt to the regular operations of the capitalists as soon as possible, they will have to reluctantly cede most of their market share in the future.

Sure enough, Director Xu and Director Lu in the office frowned again.

That's not a fight with a family, but a fight with a group of capitalists to compete for the market.

"In fact, these so-called soft, broad, hard and broad," Jiang Shan decided to encourage the leaders first: "Although it sounds complicated, it is really easy to do." ”

"Simple? This little comrade may not know much about the snack market in Xiangjiang, and none of their advertisements are easy to deal with. ”

The assistant who followed Director Lu had long wanted to remind the little comrade in front of him.

He had never heard of the hard, soft, and soft in the other party's mouth.

However, just thinking about the advertisements broadcast every day on Xiangjiang TV, they are not comparable to their White Rabbit.

"By the way, Comrade Xiao Jiang," Director Lu thought of a very critical question: "You haven't seen our factory's advertisement last year, have you?" ”

"Hearing you say that, I'd love to see it."

As soon as he entered the door, Jiang Shan saw that there was an extra set of playback equipment in the office of the Xu Bureau.

"When Manager Huang went to pick you up," Director Xu pointed to the TV and video recorder on the table, and said, "I have already sent someone to prepare for you." ”

With the constant change of TV pictures, Jiangshan not only saw last year's White Rabbit toffee advertisement, but also saw the advertisements of other candy brands.

Obviously, these advertisements brought by Director Lu are the main competitors of their White Rabbit.

M&M Chocolate Beans, Happiness Brand Mai Lisu, Meiji Candy, Red Sugar, Swiss Sugar......

Just like the photo I just saw, except for red sugar and meris, the others are all imported goods of one water.

And the Swiss candy in it, even the advertisement was packaged and sent in, and it was directly broadcast with a pair of Chinese subtitles.

The screen is full of blonde hair and blue eyes, always announcing his foreign candy identity.

"Now except for us White Rabbit,"

At the moment when the screen dimmed, Director Lu said slowly: "Other brands have been replaced with new advertisements, but our factory has not even found a suitable advertising company now." ”

"Xiao Jiang," Xu Ju said: "How about it, can you help Director Lu think of a rut?" ””

"Comrade Xiao Jiang, I've seen your strength,"

When Director Lu learned that his advertisement was raised by Xiangjiang Huimei, he felt angry and helpless on the spot.

The feeling of being unconvinced and unable to do it instantly walked back and forth between the ventricles.

At the critical moment, the new packaging of the two boxes of White Rabbit on the desk reminded Director Lu in time.

After that, the matter of the White Rabbit Xiangjiang advertisement returned to Pujiang.

"The major advertising companies in Xiangjiang are now rushing to promote imported candy," Director Lu looked at Jiangshan and said:

"I told the Xiangjiang office at the time that it was just right that the other party didn't do our business, and we Pujiang was not nobody."

In the face of Director Lu's overtures, Jiang Shan certainly knew it: "Huimei's offer to other brands is also 150,000? ”

"Then we don't know," said the assistant behind Director Lu, "but as far as we know, Emi actually proposed a preferential condition for free advertising in order to get Nihon-Ben Meiji sweets. ”

"Last year, Emi made an advertisement for the White Rabbit, but she charged a lot of production fees!" Huang Hua remembers this matter clearly.

"Director Lu," Jiang Shan is no longer interested in the cost: "What specific requirements do you have for the new advertisement of White Rabbit Milk Candy?" ”

"Well," Director Lu glanced at Director Xu with a smile: "I heard from Bureau Xu, the very successful little advertisement of white cat laundry detergent was designed by you?" ”

For the small advertisement of the "white cat" of the fellow countryman, the office of Xiangjiang has already given feedback to Director Lu.

"You like the small ones too?"

"To tell you Xiaojiang, our factory's original advertising request to Huimei was to make a 10-second small advertisement, but they insisted that the duration of the advertisement was not enough, and the effect of the publicity would be greatly reduced."

The cost of TV advertising in Hong Kong is not comparable to that of the mainland.

For every second you miss, you can save a lot of money.

"The white cat advertisement designed by Section Chief Jiang," Huang Hua smiled and assisted Jiangshan: "Not to mention Xiangjiang, even some foreign advertising companies have begun to study and study." ”

"The current sales of white cat laundry detergent are increasing in great strides,"

Director Xu only knows how to measure this data: "Xiao Jiang, can the same advertisement also give a White Rabbit toffee?" ”

"Yes, Section Chief Jiang," Director Lu's gaze at this time never left the country for a second: "Can you work hard again for our White Rabbit?" ”

"It's not easy to estimate,"

Huang Hua's advertising company also held a special meeting to study the small advertisements of white cats: "You can't replace the cat's head with a rabbit's head, there is nothing new in that way." ”

"Of course we can't do the matter of changing the head of the cat for the head of the rabbit," Jiang Shan was about to be laughed at by Huang Hua:

"However, the small advertising space of the white rabbit is not smaller than that of the white cat."

"You won't be ......" Huang Hua looked at Jiang Shan in surprise: "Xiao Jiang, have you already thought of a way?" ”

"The publicity effect of the advertisement actually has little to do with the duration,"

Jiang Shan said, and walked to Xu Ju's desk: "The shorter it is, the more amazing it is......"

The moment he grabbed the pen, several people in the room hurriedly gathered from all directions.

Regarding the habit of talking and painting while talking about Jiang Shan, Xu Ju and Huang Hua have already seen it.

As the pen rises and falls, the white paper on the table is quickly outlined into the screen of a television set.

Immediately afterwards, fireworks appeared on the screen of the "TV".

"At the beginning of the commercial, we will arrange a 2 or 3 second shot of colorful fireworks blooming in the night sky."

The stall of Jiangshan commentary, the work on hand has not stopped at all:

"I can also make it into a cartoon scene of the White Rabbit celebrating the New Year.

No matter how cute the picture is, it will come. But the most critical place is the last few words. ”

When Jiang Shan finished speaking, a string of chubby advertising words had completely appeared among the fireworks in the sky:

Happy New Year Rabbit you.

Huang Hua and Xu Ju, who are familiar with English, read this sentence at the same time.

But Director Lu only read one: "Rabbit." ”

"What are you?" After Xu Ju finished speaking, he was stunned: "Combine Chinese and English?" ”

"This is interesting, hey," Huang Hua saw one or two: "Xu Ju, Jiangshan's play is not a simple combination of Chinese and English." ”

At this time, he had already gone through the picture from the beginning: "If you think about it, when a few fireworks suddenly appear on the TV, and then a string of familiar English comes into view. ”

"When the audience saw this string of English clearly, they found that the to in it had become a rabbit," Jiang Shan continued:

Then, when they just reacted, a series of four-character idioms popped up on the screen.

The big show of the rabbit, the money rabbit is immeasurable, and the eyebrows are raised...... The outline of each "rabbit" character has a phantom of toffee.

With Jiang Shan's constantly waving pen, the eyes of Xu Ju and Director Lu became brighter and brighter.

"The rabbit is advancing rapidly, the rabbit is getting rich,"

The rabbit in Jiangshan's mouth was still jumping out, and Huang Hua couldn't help but ponder it vigorously: "The rabbit is like a brocade." ”

Jiang Shan took the time to praise: "Learn quickly!" ”

"Rabbit steps," Xu Ju also thought of one.

"Xu Ju has a level," Jiang Shan not only praised, but also wrote it on paper.

"Xiao Jiang," Xu Ju finally had a smile: "Your advertising design is wonderful and festive, and the New Year is about to be celebrated, and everyone must want to have an auspicious picture!" ”

"That's right,"

What Jiangshan wants is this central idea:

"The rabbit is auspicious," the idiom on the paper added one more:

In the common auspicious words, the rabbit character of the white rabbit is replaced, which is called homophonic advertising.

When the blessings on the screen are full, they all cleverly contain a rabbit word.

In the hearts of the audience, it will be natural to put the White Rabbit toffee and auspicious Ruyi together. ”

If you really want to talk about it, Want Want Food has always been an excellent class representative of this road.

……

Just when the office of the Light Industry Bureau was rejoicing, the New Year's promotional gift box of Japan-Moto Meiji candy was being sent to the major stores in Xiangjiang overnight.

At the same time, a new advertisement for Meiji Confectionery is also being filmed overtime in the video studio of Emi Company.

(End of chapter)