In the last chapter, I briefly introduced the concept of Advertising 4.0. In this article, I would like to extract some questions and the answers come from my clients and myself.
Question 1: What version would be after Advertising 4.0?
I told my client, “It would be version 1.0 after version 4.0, because it is a cycle from 1.0 to 4.0, I mean it represents the life cycle of a product when it is completed, a new product comes out to replace the one. old. “
Question 2: Why do some brands always stay at version 1.0, 2.0 or even 3.0?
In fact, there are many brands that will die after experiencing 1.0 and 2.0 advertising, only a few excellent brands can survive to be 3.0 and then move to 4.0, which are filled with a powerful vitality that we often say who can survive today. Tomorrow and after tomorrow.
Only those brands that can live up to version 4.0, then they have the ability to share some good ideas or spirit with their customers in the market.
Question 3: As a new product or brand, can we choose any of the 2.0, 3.0 or 4.0 versions to use for advertising creativity?
This answer is also very clear. We often say that newborn calves are not afraid of tigers, but a new product or brand has several limitations. If you want to tell customers that your products are perfect or share your proud achievements with the public, can your consumers believe it? No.
There are exceptions, of course, which is that you have to be good enough to handle the creative approach of Advertising 4.0.
Question 4: Is 4.0 more advanced than 3.0, 2.0 and 1.0?
Of course, no. Either version is just the brand, as well as the Wechat, Twitter or app versions, in other words, it just represents a brand growth milestone. Whether it is advanced or not depends on how you handle advertising creativity.
Here are four examples:
Advertising 1.0, the motto of Nongfu Mountain Spring “We are the porters of nature” that emphasizes what it is;
Advertisement 2.0, Oreo has an ad that says “Twit, Lick and Bubble” emphasizing how to eat;
Advertising 3.0, I have said that JD’s AdWords is “Fast, Better and Save”;
Advertising 4.0, the head of advertising of a sports brand may say “Anything is possible”, “Just do it”, which is to share the spirit of the brand.
Question 5: Is the creative logic of Advertising 4.0 applicable to all brands?
The answer is No. In the fall of 2017, I published its final scope. Your products, equipment or personal brand may use it, except for policy advertising.
Because the advertising policy is aimed at the objectives that can be achieved in the future, but the advertising of other products and services must emphasize what can be done in the present. If your products and services can’t do it at all, it’s a scam.
This is an important point, especially one that should be paid attention to by those who are dedicated to advertising creativity. Although there is no clear distinction between the two in current advertising textbooks, books, and even in the law, the difference is actually evident in life.
In total, Advertising 4.0 is not only the basic framework of advertising creativity, but also the limit of advertising management.
However, this theory and practice is in the context of the rise of the Internet, Industry 4.0, and Artificial Intelligence, which is why I named it Advertising 4.0. Compared to traditional advertising creativity, I am proud that it has gone one step further than in recent years without the Internet.
Although it is a small step, it is also a great small step towards advertising civilization. Of course, the content of Advertising 4.0 is more than the previous one, as well as the elements of the advertising languages, the color codes, the differences between various types of advertising, etc.