这才是真正的“创意广告”！我们做的那些都弱爆了...
<div class="summary" style="box-sizing: border-box; margin-top: 28px; margin-right: 100px; margin-left: 100px; padding: 10px 20px 10px 10px; color: rgba(0, 0, 0, 0.658824); line-height: 2em; font-size: 1.125em; border-left-width: 5px; border-left-color: rgb(205, 205, 205); border-left-style: solid; font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; background-color: rgb(243, 243, 243);">我们在广告的制作与投放上花了太多心思与费用。可是，我们耗尽心力做出来的广告真的会给我们带来相应的效益吗？所谓的“创意广告”又应该是什么样的？今天，我们就来看看问题的答案。</div><br><p></p><div><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box;"><span style="box-sizing: border-box; line-height: 1.5;">如今随着数字化营销的发展，广告的传播形式也逐渐多元化。电视、互联网、手机客户端、户外电子广告牌，这些通常都是我们投放广告的渠道。</span></p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box;">为了打造一支能给消费者留下深刻印象的广告，广告人有时需要经历前期设计、场地取景和后期剪辑等漫长过程。等广告完成后，品牌商还要联系各平台中间商进行发布，中间又要花费不少精力。</p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box;">我们付出的努力与花费都可以暂且不提，问题是，<span style="box-sizing: border-box; font-weight: 700;">这些广告真的会为我们带来很多效益吗？</span></p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box;">关于这个问题，有人可能会说他们的广告点击率和浏览率很高，应该会带来不少消费者。然而点击率和浏览率高却未必代表受众的参与度就一定高。很多人可能只是因为看到朋友在社交平台上分享的链接就随意点进去看看，发现没什么吸引自己的内容就把页面关闭了；有的人则是闲来无事看看品牌商的新产品广告，却未必打算买。</p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box;">因此，不少人把视线转向了<span style="box-sizing: border-box; font-weight: 700;">创意广告</span>。那么究竟什么样的广告才算真正有<span style="box-sizing: border-box; font-weight: 700;">创意</span>？对此，在广告界有二十多年实战经验的文案专家马克·杜菲给出了答案。</p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box; text-align: center;"></p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box;">马克·杜菲是来自纽约的资深广告文案与撰稿人，他在广告圈工作二十余年，被英国著名访谈节目OneShow评为最佳广告文案评论家。他除了为营销杂志Digiday撰稿，还专门开设了一个名为Copyranter的博客，发布了不少对最新广告文案的专业评论。</p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box;">马克认为，<span style="box-sizing: border-box; font-weight: 700;">最好的广告是"不做广告"的广告。</span>听上去似乎有点拗口，但意思其实很简单，即指那些乍一眼看过去不会让你觉得是在大力推销产品的广告。毕竟现在广告满天飞，入眼都是各种品牌介绍，受众已难以对产品本身产生太大兴趣。另一方面，如今市场上有太多生产相似产品的商家，做的广告也都千篇一律，假如你的广告创意不够足，价格又无法再压低，可能就会与消费者擦肩而过。</p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box;">Oasis饮料的户外广告文案就是个很好的例子：</p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box; text-align: center;"></p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box; text-align: center;"><span style="box-sizing: border-box; color: rgb(153, 153, 153);">你最好还是别站在我们的广告牌前面啦，我们的饮料看上去太好喝了，你看了会想花钱买哒。</span></p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box; text-align: center;"><span style="box-sizing: border-box; color: rgb(153, 153, 153);"><br style="box-sizing: border-box;"></span></p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box; text-align: center;"><span style="box-sizing: border-box; color: rgb(153, 153, 153);">夏天到了，你渴了吧？来来来，我们的销售额还没满呢，你懂的。</span></p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box; text-align: center;"><span style="box-sizing: border-box; color: rgb(153, 153, 153);"><br style="box-sizing: border-box;"></span></p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box; text-align: center;"><span style="box-sizing: border-box; color: rgb(153, 153, 153);">恭喜你！广告对你不起作用！为了庆祝这件事，来喝一杯美味的饮料吧~</span></p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box;">再如刊登在报纸上的一则酒类广告：</p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box; text-align: center;"></p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box; text-align: center;"><span style="box-sizing: border-box; color: rgb(153, 153, 153);">现在我们要默默地做一个广告，看看到底谁会买下面这个酒…</span></p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box;">梅小花表示，这种欲迎还拒，欲说还休的调调真的很吊人胃口啊……</p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box;">再举个栗子：</p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box;">雀巢泰国曾制作过一支以"好食物，好生活"为主题的电视广告，打了一手不错的亲情牌。</p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box; text-align: center;"></p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box;">故事的男主角新婚燕尔，他的母亲交给了其妻一本"成长日记"，记录了男主角从出生至今的点点滴滴……</p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box; text-align: center;">比如男主的第一声啼哭……</p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box; text-align: center;"></p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box; text-align: center;">记录男主在某一时段最爱吃的食物……</p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box; text-align: center;"></p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box; text-align: center;">记录男主的每一次小小成就……</p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box; text-align: center;"></p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box; text-align: center;">而现在，母亲把这本《成长日记》交给妻子，由她继续记录夫妻生活中的点点滴滴……</p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box;">看到第10秒梅小花就泪奔了，你能撑到结束都不哭吗？来看看吧：</p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box; text-align: center;"><iframe frameborder="0" src="http://v.qq.com/iframe/player.html?vid=u0306olzqbw&tiny=0&auto=0" style="box-sizing: border-box; width: 510px; height: 497px;"></iframe></p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box;">全片唯一的雀巢品牌露出，只在片尾最后2秒，你能想到，这是一个广告吗？</p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box;">当然，这一冷不丁的品牌露出，也能在受众感动之余，给他们一个小惊喜。</p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box;"><span style="box-sizing: border-box; font-weight: 700;">小结：</span></p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box;">所谓"不做广告"的广告，就是反其道而行之，号召消费者"抵制"广告来引起他们的好奇心，或是通过叙述故事来吸引受众看到最后。总之就是牢牢抓住他们的关注点，这样他们的目光自然也就跟着你的广告走了。</p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box; text-align: center;"><span style="box-sizing: border-box;">•END•</span></p><p style="margin-bottom: 25px; color: rgba(0, 0, 0, 0.760784); font-family: 'Hiragino Sans GB', 'Open Sans', Arial, 'Microsoft YaHei', 微软雅黑, STHeiti, 'WenQuanYi Micro Hei', SimSun, sans-serif; font-size: 16px; line-height: 30px; box-sizing: border-box; text-align: center;"><span style="box-sizing: border-box;"><br></span></p></div> 这篇文章不错，收藏了。
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