In the last chapter, I briefly introduced the concept of Advertising 4.0. In this article, I would like to extract a few questions and answers come from my clients and me.
Question 1: Which version would be after the 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 that represents the life cycle of a product when it has completed, there is a new product comes out to replace the old one.”
Question 2: Why do some brands always be stay in the version 1.0, 2.0, or even 3.0?
In fact, there are many brands will die after experienced the Advertising 1.0 and 2.0, only a few excellent brands can survive to be 3.0 and then go to be 4.0, which are full of powerful vitality that are we often say whom can survive today, tomorrow and the day after tomorrow.
Only those brands that can live to version 4.0, then 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 version 2.0,3.0 or 4.0 to use in 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 various limitations. If you want to tell the customers 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 the 4.0 more advanced than 3.0, 2.0 and 1.0?
Of course not. Any one of the versions is just the mark as well as the Wechat, Twitter, or App versions, in another word, the it just stands for a brand’s milestone of growth. Whether it is advanced or not depends on how do you deal with the advertising creativity.
Below are four examples:
- Advertising 1.0, Nongfu Mountain Spring’s slogan “We Are the Porters of Nature” emphasizing What It Is;
- Advertising 2.0, Oreo has an AD that says “Twit, Lick and Bubble” emphasizing How to Eat;
- Advertising 3.0, I have said JD’s AdWords “Fast, Better and Save”;
- Advertising 4.0, you may head of one sport brand’s advertising says “Everything is Possible”, “Just Do It”, which is the sharing of brand spirit.
Question 5: Is the creative logic of the Advertising 4.0 applicable to all brands?
The answer is No. In the autumn of 2017, I released its final scope of application. Your products, team or personal brand all can use it except policy advertising.
Because the policy advertising is aimed at the goals that may be achieved in the future, but other products and services’ Advertising must emphasize what can be done at present. If your products and services can’t do it at all, it’s cheating.
This is an important point, especially which should be paid attention to by whom engaged in advertising creativity. Although there is not clear distinction between the two in the current advertising textbooks, books, and even laws, the difference is really exited in life.
In all, the Advertising 4.0 is not only the basic framework of advertising creativity, but also the boundary of advertising management.