2007, 12, 22 (Saturday) Cloudy

10:00

Select the first batch of advertising slogans (first draft) to the supervisor (9 items) )

As expected, none of them made the supervisor interested

Perhaps it is because he does not know the product well enough

Or he is not familiar with the market and customers here. I don’t understand the needs well enough

The supervisor suggested some writing directions

You can start from ceramics, architecture, home furnishing, life, space, etc.

You can also learn from other aspects Related slogans

With the guidance of the supervisor, I seem to have some ideas and ideas

Write again...

15:10

The second batch of advertising slogans (second draft) were sent to the supervisor (15 items)

As expected, they were killed again

The supervisor, Mr. Xiaosa, just said The words are concise and concise

"Lack of domineering"

If you think about it carefully, this is also the reason

Such a domineering name should be matched with a more domineering slogan

But after reading the thinking direction given by my supervisor, I lost my way

"Brilliant Your Home

Noble and Sparkling Decoration"

Newbies need to be tempered by the market and customers

Newcomers must learn to accept reality and stand the test

Market climate determines the development direction of advertising works

Customer thinking determines the creativity of advertising

The power of planning, creativity, and copywriters is so pale at this moment

Change the way of thinking

Continue writing...

16:00

Today is the Winter Solstice Festival, Foshan people have As part of the custom of celebrating the Winter Solstice (they call it Little Year), the company leaves work two hours early

Colleagues have an appointment to play basketball

2007, 12, 24 (Monday) sunny

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Details build life, time changes destiny.

There are not so many things to do in the company every day, which gives me many opportunities to observe life

Especially observe some details of daily life in the company

The general manager was making work arrangements on the stage, but Lin Xia could answer the phone as if nothing had happened

Until her voice covered up the general manager's voice, She was reminded by the boss

Maybe this is one of the privileges she can enjoy after working in the company for seven years

It is human nature to have strength and enjoy privileges

As an advertising company that has been in the advertising industry for ten years

it already has a very sound system and a proven way of survival

Despite this , but it still has not formed a unique cultural atmosphere, or has formed a corporate culture that is not so obvious

This may be related to the company's annual employee turnover of 30%-50%

Compared with other internship units that often have activities

Our company activities are when the boss invites us to work

Colleagues seem to be used to working hard alone

It seems that they are unwilling to exchange ideas and creativity with other people

For an advertising company, this is particularly special

Maybe I was fooled by my own eyes Cheated

...

Haha, I got distracted

Come back and write the copy!

2007, December 27 (Thursday) Sunny

I spent the day at the company

The happiest time is when I return to my residence

Here, you don’t have to worry about the tension and loneliness of the company

You can also use your head full of ideas, copywriting and advertising slogans

You don’t have to work hard to listen to those words that are better than foreign languages. There are still some advertising words that are difficult to learn

About the residence, there is a very exciting episode of life

Last Sunday was off, we had nothing to do

On the third floor" Chatting on the balcony", I only heard a voice from downstairs

"Wow, there are people living up here!"

Yes, I did it when I first came here. Similar thoughts to this

But now I have changed my original view

This can be said to be a paradise, where everyone gets together after get off work every day

Or Talking about life, talking about work, watching TV together, or grabbing something to eat together

......

Guan always comes here once a day, and he also comes here from time to time Chat with us

I always learn different things every time I chat with Mr. Guan

These are enough to enrich my internship life

A building , a family, a kind of life, a lifetime of memories

The warm sun in winter makes it happy

The internship has ended. Many internship experiences and feelings seem to have been forgotten. The vegetation and people in the school Very kind. I hope that I can perform better when I work after graduation.

Internship Report

1. Overview

From February to June 2004, I conducted a four-month advertising internship at an advertising company in Guangzhou Activities, working as an advertising copywriter, and occasionally responsible for some AE work.

Among the many international, local, 4A, and non-4A advertising companies in Guangzhou, ~~ Advertising (now renamed Zhoudao Advertising Company) is a typical local small company: small-scale , less business. From the time I applied to join the company in mid-February until I left, the number of employees in the company has stabilized at less than 30 people, divided into two customer service groups: the real estate group and the comprehensive group. It serves no more than 5 advertising clients at the same time, and only 2 of them have stable long-term clients. Home. Of course, as far as I know, the company's performance is good and it is in a period of steady growth.

The company is located on Dongfeng East Road, Guangzhou, close to large and medium-sized advertising companies such as Shengguang, Baima, and Himalaya. The internal structure of the company is roughly similar to other companies of the same level: the boss is the general manager of the company, leading two groups respectively; each group has a strategy director, an account director, a senior copywriter, a copywriter, an editor, a designer, an AE, and another separate A media team is responsible for the media placement of these two groups.

Because the company is small, internal employees can work flexibly and cross-functionally. I have also been able to participate in the development and communication of copywriting, creativity, customer service, etc. for several customers, and gained a lot of rare learning and training opportunities. Chance. The following is the service status of several major customers I have participated in.

2. Internship experience

1. Xinyan Garden’s draft controversy

Xinyan Garden is a long-term stable customer of the company (monthly fee charged) - Yan A residential property owned by Tang Real Estate. When I joined the company, the client was requesting a new round of advertising in Guangzhou Daily to adapt to the opening promotions during the "May Day" period. The purpose was clear (opening promotion), the advertising cost was limited (within 1 million), and the time was limited (eight Wednesdays and Fridays in two months), so most of the two teams were dispatched to hold brainstorming meetings, and the media plan was quickly determined. The publication date, topic, progress, etc. are clearly stated on the work sheet. The rest is for everyone to perform their duties and come up with plans quickly. Because this client is very picky, we must come up with several sets of manuscripts in advance.

Revolving around the theme of "Tianhebei·Pure Life", targeting the indigenous residents of Yantang District with medium purchasing power and the young non-local white-collar workers buying houses in Tianhe District, we grouped 4 copywriters and were asked to come up with as much as possible respective plans. Because I am a complete novice and not familiar with Guangzhou real estate operations at all. It can be said that I have not even had much contact with real estate advertising cases. What should I do? I quickly borrowed a few local real estate advertising collections and newspaper clippings from the company library, and took the bus on the weekend to read the market. After cramming for the moment, I finally have some perceptual understanding.

At the regular meeting on Monday morning, I also took out two complete sets of copywriting that I wrote: title, content, and the feeling of the picture. I forgot the specifics. I just remember that I was actually very uneasy at the time, but a group of people including the director just listened and asked some questions without blaming anything. In fact, the meeting was very happy. Everyone asked each other questions and inspired each other. The atmosphere was good, the thinking was tense and active, and some wonderful ideas flashed from time to time.

The so-called "competition" is actually a comparison between two sets of plans produced within our company. The "illustration draft" was hand-drawn by one of our great artists, with a unique sense of picture and a "childhood past"-like memory of the compound life atmosphere as the characteristics of the picture. It took us a long time to polish the title and copy before they matched up. "Sugar Daddy Draft" is our nickname because all the pictures in the draft are from foreign life scenes in the gallery. They also express a soothing, warm and peaceful life atmosphere, and are also in line with the life expectations of the target group.

We internally mainly selected these two sets of drafts for clients to choose from, although we think the first set of drafts is obviously more suitable and easier to "pop out" in the world of real estate advertisements. As a result, the client chose the second set for the simple reason that the risk of the illustration draft was too great.

In school we are usually told that we should strive to convince clients with facts and figures. But when the results of the behavior cannot be presented, any past facts will not convince the customer 100%; in the business society, the market effect determines everything, and the customer has the final decision-making power. If the customer's personal personality is more conservative, If so, we can only choose the safest one. This internal "preview" made me realize that in real advertising operations, many uncontrollable factors make the advertisements that actually appear in front of the audience not the most suitable for dissemination, the most relevant to consumer psychology, or in other words, not the most suitable for communication. A relatively outstanding ad.

For this client, we used various advertising formats such as newspapers, soft articles, DMs, POPs, leaflets, etc. in Guangri and Nandu. Among them, the one that I feel the most frustrated about is the writing of soft articles: using the tone of a reporter, without revealing any trace, grasping the attention of consumers, and conducting advertising promotion. I think more practice should be done in this area. In the later period of the service, I was responsible for the full planning, design and launch of a DM manual - "Pure Life Manual". It was a life guide for the client's corporate image of the entire real estate company, which penetrated into the client's personality in various forms. Image promotion.

2

2006-6-13 10:16 Reply

222.223.116.* 2nd Floor

Today is the first day of internship One day, there was a hint of coolness in the air, which felt good. Wearing more clothes might make you feel warmer. I thought: good weather must mean a good start. With some excitement, we arrived at the meeting place at 8 o'clock. After receiving the safety helmet, I still didn’t see the teacher coming. "What's going on? Even though we're at the school construction site today, a teacher has to show off." Seeing the groups of people starting to set off, we had no choice but to hold our helmets and act silly. We felt weak even when we were standing or sitting. Finally, an enthusiastic teacher from another class took me to the south building of the doctoral building to have a look, but I felt nothing. But I think I will definitely gain something in the afternoon.

The teacher came on time in the afternoon and he will take us to visit the Alice construction site. Along the way, the teacher said that when entering the scene, you should remember, "stop once, look twice and look three times" (that is, don't walk too hastily and pause; second look: look up and down; look three: left and right). Along the way to the site, I saw various material storage areas. Steel bars were neatly placed and organized, just like the goods in a store. There are eye-catching signs such as operating regulations and safety regulations at the entrance of the material yard. This is one of the major projects in Yiyang City, so the construction team on the construction site is huge. Those safety helmets can be clearly seen from a distance. There is a tower crane on one side of the construction site. It is so big that the arm length of each crane is probably over 50 meters. The entire tower crane is embedded in the structure and firmly fixed. The body of the tower crane is a lattice-type frame, built up section by section, and a very simple steel ladder is installed inside. The steel ladder is actually composed of several longitudinal rods and many rings parallel to the horizontal plane. , the master workers climb up and down here every day, which is really hard work. Another thing that attracted me on the construction site was the dense piles. The master worker told us that these piles were driven down to a depth of 30 meters, which was twice as deep as the Doctoral Building we visited in the morning. I don’t know how it was made so deep. Steel essence and cement need to be inserted inside. How much will it cost?

There happened to be someone digging over there. I ran over and a dustpan of soil was hoisted up within a few minutes. There was also a water pipe pumping water up from below. It seemed like the workers below were really having a hard time. With such an arduous task, no wonder it takes so long to lay a foundation