Five questions to answer the concept of advertising 4.0

In the last chapter, I briefly introduced the concept of Advertising 4.0. In this article, I would like to extract some questions and answers from my clients and myself.

Question 1: Which version would be after Advertising 4.0?

I told my client, “it would be version 1.0 after version 4.0, because it’s a cycle from 1.0 to 4.0, so it represents the life cycle of a product when it’s over, a new product comes out to replace the old one. “

Question 2: Why do some brands always stay on version 1.0, 2.0 or even 3.0?

In fact, there are many brands that will die after experiencing Advertising 1.0 and 2.0, only a few excellent brands can survive to be 3.0 and then move to 4.0, which are full of powerful vitality that we often say who can survive today. Tomorrow and 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 2.0, 3.0, or 4.0 versions to use for ad creative?

This answer is also very clear. We often say that newborn calves are not afraid of tigers, but a new product or brand has several limitations. If you want to tell customers that your products are perfect, or share your proud achievements with the public, can your consumers believe it? Nope.

There are exceptions, of course, and that is that you have to be good enough to handle the creative approach of Advertising 4.0.

Question 4: Is 4.0 more advanced than 3.0, 2.0 and 1.0?

Of course not. Any of the versions is just the brand, as well as the Wechat, Twitter or App versions, in other words, it only represents the growth milestone of a brand. Whether it’s advanced or not depends on how you handle ad creative.

Four examples are shown below.:

  1. Advertising 1.0, Nongfu Mountain Spring’s slogan “We are the carriers of nature” emphasizing what it is;

  2. Advertising 2.0, Oreo has an ad that says “Twit, Lick and Bubble” and emphasizes how to eat;

  3. Advertising 3.0, I’ve said JD’s AdWords “Faster, Better, and Save”;

  4. Advertising 4.0, the head of advertising for a sports brand may say “Everything is possible”, “Just do it”, which is sharing the spirit of the brand.

Question 5: Is the creative logic of Advertising 4.0 applicable to all brands?

The answer is No. In the fall of 2017, I published its final scope. Your products, equipment or personal brand can be used by everyone except advertising policy.

Because advertising policy is directed at goals that can be achieved in the future, but advertising for other products and services should emphasize what can be done in the present. If your products and services can’t do it at all, you’re cheating.

This is an important point, especially one that should be paid attention to by those who are engaged in advertising creativity. Although there is no clear distinction between the two in today’s advertising textbooks, books, and even laws, the difference is truly exciting in life.

In short, Advertising 4.0 is not only the basic framework of advertising creativity, but also the limit of advertising management.

However, this theory and practice is in the context of the rise of the Internet, Industry 4.0 and Artificial Intelligence, which is why I named it Advertising 4.0. Compared to traditional ad creative, I’m proud that it’s a step up from the past few years without the internet.

Although it is a small step, it is also a small big step towards advertising civilization. Of course, the content of Advertising 4.0 is more than the above, as well as elements of advertising languages, color codes, differences between various types of advertising, etc.

Thank you!

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