Appeal To Differences Of Advertising Ideas In Market Modality

Idea is the spirit of an advertisement. It not only determines directly the taste of an advertising activity and the market attraction formed thereby, but also can influence indirectly the reputation of an enterprise. A successful advertisement with a good idea can satisfy advertiser ------to successfully take commodity into circulation and to realize its value and can create additional value in this process as well. Advertisement is a bridge for communication between enterprises and consumers. For an advertiser of a product, it is of the greatest importance to be good at creating added value of the product and giving the product additional value through psychological implication. Of course, only those advertisements with an elaborate design and a good idea can attain the expectant idea, which is the most fundamental principle and requirement for a good advertisement. But when we say that an idea is different, we are comparing it with idea in other advertisements. There is a remark form Sun Zi, a famous tactician of the Spring and Autumn Period in ancient china, that one who is good at battling seeks for momentum and wins through novelty. If an advertisement expresses itself through form, angle, means and strategy which are novel and original and has an idea that is untraditional and surprising, it may win its success by surprise. This paper supports from three main aspects the idea that there exist various differences in the idea of modern advertising and finds out how to reasonably choose the form to express, the way to think and plan etc. So as to realize the unique differences in the advertising idea of enterprise. Firstly, the most essential ingredient of a successful advertisement is an advertising idea, which is the most challenging and exciting thing for an advertising practitioner. Therefore, most people think that the advertising idea is the most conspicuous section in the advertising activities, which confers spirits and lives to advertisements. Secondly, an excellent idea needing difference. This kind of difference is called originality, namely to create initially, which means that advertisements shall be expressed through particular attraction, novel vitality, unique way or a new meaning of what people are used to. That means market as a macro-environment is a premise for these and also the diversities of market is a question that advertising ideas shall be confronted. The detailed operation of advertisements shall adopt different ingredients to create the ideas depending on the characteristics of different markets and products, so as to adapt the customs and trends of consumers. Finally, to get advertising idea is such a job that needs better skills and inspiration. There is a unique arrangement behind every advertising idea. How to arrange and how to express by using of creative words is the soul of advertising activities. It is a guarantee not only to improve the level of advertising idea but also to strengthen the influences upon the markets through correctly understanding and possessing the ideation, methods and expressional forms of advertising ideas. So, practitioners of advertisements shall meet with acute perspicacity, consciousness and professional skills. Therefore, a successful advertisement can not be deviated from an excellent idea. Contrarily, an excellent idea determines a successful advertisement.