Winning in China Marketing

Have you ever noticed that the advertisements of smartphones look alike? It is interesting to find out that advertisers love to ask celebrities to put their products close to faces. Is it true that advertising agencies are lazy for their jobs?   In fact, those ads are already approved by their clients so that you can see them on air.   Then, why do clients accept such “boring” repetitive creatives? As we discussed before, people’s attention is selective, like a bottleneck.   We can only focus on something at one time and are blind to others, aka inattention blindness. (Further reading: Inattentional Blindness: Do You See Any Brands in the World Cup? ) Chinese brands are willing to spend millions of dollars on celebrity marketing, just for one reason - get people's attention. Probably, brand owners are afraid that people only focus on celebrities and cannot see their products.   Therefore, the best way is to put the products closer to ...

Do you still remember that Lionel Messi had a penalty kick saved and Iceland held on for a 1-1 draw against Argentina at the World Cup? Yes, of course you can recall this exciting moment. But, can you also recall the brand behind the soccer gate? Is it a Chinese brand?  And what was the logo on the team shirt of Cristiano Ronaldo , adidas or nike ? Not surprisingly, you can’t remember it.  You just can’t see the logos even though they are so obvious in front of your eyes. We call this phenomenon “ inattentional blindness ”. Inattentional Blindness: Looking without Seeing Research shows that we rarely see what we are looking at unless our attention is directed to it.  (Mack A., & Rock, 1998) Think about it. Everyday, you are walking the same route to office, have you ever noticed if anything has been changed on the street?  Skoda Fabia has created an interesting attention test (it’s actually an ad). Watch the ...