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A new research report on the German furniture industry, conducted a survey of advertising expenditure, the German furniture industry ad spending in 2009 was 2.91 billion euros, of which, IKEA (see map) to 82.2 million euros of the ad spend ranking, more than in 2008 increased by 25%. This shows that the degree of business focus on increasing advertising. Furniture business, if not correctly, there is degree of precision, standard advertising and marketing, product and brand are very difficult "reputation in", but huge amounts of money advertising the big companies will put it into a danger zone.

For an ordinary citizen, the best advertising is like? Very artistic, as large as the high cost of advertising? Very simple, very creative people to praise the ads? Or similar to "does not receive this feast," so the ads always wraps around your ear? What kind of advertising allows consumers to remember, or the desire to induce consumers to buy, that is the best advertising. Production of advertising is mainly inspired by people’s desire for consumption. A consumer from the simply do not know, do not need the product to be interested to learn what, until the desire to purchase, transaction. This process, in addition to rely on effective sales techniques, the ad is to make customers aware that this product is suitable for his needs.

Advertisements cases: one billion people do not understand the Green Island Furniture

Analysis of Case: Green Island, Ko Po Lam, chairman of furniture to explain this phrase slogan: "China has 1.3 billion people, there are 300 million people know about the island, has a huge number, 10 million people do not understand us, that that we are still a lot of potential customers, our market is far from developed, we have the confidence and ability to serve more customer service! "

KBA Chairman Lin is from a business point of view, we start to analyze a consumer’s point of view. Many consumers see the phrase slogan, the instinctive reaction is "I" is that one billion people in one word can arouse consumer desire for knowledge, they will unconsciously to understand the brand. Slogan in the sentence, no promotional products "high quality", no mention of how environmental health products, just that people are aware of it only, phrase slogan seems to be a modest statement, but hidden behind the "300 million people know about the Green Island" and "mouth", which reflect the green of the island already has a large market share, and happens with a humble way to express, to be more easy for consumers to mentally acceptance, which is where the beauty of advertising language.

Conclusion: In fact, advertising is merely that fired the company brand so that consumers remember to use their own products. Since the enterprises to promote to promote, you need to find a starting point, this is not throwing money at things that can be solved. What kind of advertising can touch consumers? First of all, the public interest to know the "potential", and now consumers have the "greenest, most at ease" of such terms numb, so try to avoid the controversial term in a flexible way to express. Second, we must distinguish between good "saw" and "saw and can remember," these two concepts, a little innovation can make profits greatly increased a little bit of innovation can enable companies reputation earthquake, Green This little island of innovation certainly make more people take the initiative to understand the Green Island.