Look for the weakness of the opponent and make targeted propaganda

Publicity can not only expand the popularity, but also represent the image of an enterprise. To grasp the shortcomings of the competitors and to publicize them in a targeted way can make the consumers smile and nod their heads, so as to become followers of their own products.

Apple launched the advertisement named "1984" to fight against "big blue" IBM, and achieved great results. As the leader of the computer industry, IBM is not willing to withdraw from the small computer market, and this will also bring a great impact on the corporate image, so IBM launched a counterattack. In addition to speeding up the research of marketable new products and improving product quality and service, IBM has set off an advertising war with its strong strength.

One of the advertisements is: painting is extremely vivid and interesting, and full of warmth. At the beginning, it was an endless desert, where an elephant and a baby elephant trudged. The little elephant is extremely lively, running around, and the elephant has been following, taking care of it. In front is a sand dune, high and steep. The elephant rushes up bravely and works very hard. When it is near the top of the dune, it slides down. The elephant followed, with its trunk, with its body, put the little elephant up. Then, the elephant followed the elephant, led by the elephant, across the desert, to the distance.

After "1984", the advertisement was broadcast on TV in the United States and immediately attracted the attention of millions of consumers. The cute and active elephant, the mature elephant, and the charming desert scenery make the implied meaning of the advertisement very obvious. It expresses IBM's "big brother" status in the computer industry incisively and vividly, and implies that apple can only be a little brother. The appeal of the advertisement is very accurate and the effect is very obvious.

When I was young, I didn't have too many publicity channels, too much publicity experience, and too much money to do overwhelming publicity, so looking for the weakness of opponents and carrying out targeted publicity can not only play an effective purpose of publicity, but also save money. However, we must be practical and realistic. If we do not grasp the "degree" of publicity properly, if we exaggerate ourselves and attack others too much, consumers will feel disgusted.