1 The role of advertising is mainly reflected in strengthening consumers' memory, which is the original and most basic function of advertising.

2 USP is the unique selling proposition. Find out what is most unique about your product compared with other products. This view later directly influenced the birth of the positioning theory of positioning master Trout. There are a lot of them online, so I won’t go into details.

3 The most important link in advertising planning and production is of course the creative link, and generally 70% of the energy is spent on this. This link mainly does several things:

First, position the product. The most important thing here is to show the difference of the product, that is, what is the difference from similar products, so as to find out your own Unique location, during which market research is certainly not essential.

The second is to find the information carrier for this positioning. What I am talking about here is not the media.

The third is to establish a connection between the product's positioning and the information carrier, and strengthen it through certain methods, such as focusing firepower on a narrow target and working hard on the minds of consumers. , to create a psychological position, especially "the first statement, the first event, the first position". Because creating the first one can create an unforgettable and difficult-to-confuse advantageous effect in the minds of consumers.