Kev tshaj tawm yog lub cav ntawm kev lag luam. Lub ntiaj teb niaj hnub no nyuaj rau xav txog yam tsis muaj nws. Yog li, txhua qhov chaw tsim khoom, tso tawm qhov tshiab, tsis txawm twv kom cia siab tias nws tuaj yeem nthuav tawm ntawm nws tus kheej, yam tsis muaj kev siv zog ntxiv.
Thiab ntawm no txhua yam txhais tau tias yog qhov zoo: ob qho kev nthuav qhia thiab kev tshaj tawm hauv TV. Tab sis txij li thaum peb nyob hauv lub ntiaj teb tswj hwm los ntawm Is Taws Nem, koj cov khoom yuav tsum tshwm sim muaj.
Teaser tshaj tawm tau dhau los ua tus qauv tshiab hauv kev nthuav qhia cov khoom lag luam. Nws qhov kev nce siab loj tshaj plaws tuaj hauv 2013-2014. Txawm li cas los xij, txhawm rau kom tshaj tawm ua haujlwm zoo rau koj, nws tsim nyog nkag siab nws. Txhawm rau ua qhov no, koj yuav tsum paub txog cov kev xaiv ua tau rau nws txoj kev siv, cov lus zais ntawm kev txawj ntse, vim tias kev tshaj tawm yuav tsum tsis txhob qw: "Muas!", Nws yuav tsum txaus siab, nyiam. Tias yog vim li cas txhua yam yuav tsum sib haum xeeb: cov ntawv thiab cov duab rau lawv.
Nyob rau hauv tsab xov xwm no peb yuav sim teb cov lus nug: "Teaser advertising - nws yog dab tsi?". Saib cov lus piav qhia ntawm lub ncauj lus hauv qab no.
1. Teaser tshaj tawm. Dab tsi yog?
Yuav kom luv luv, teaser tshaj tawm yog qee yam tsis paub. Txawm li cas los xij, peb lub ntsiab lus xav kom nthuav tawm ntau dua ntawm cov lus txawv txawv. Yog li, cia peb sim xyuas nws, teaser advertising - nws yog dab tsi?
Vim tias "teaser" yog ib qho derivative ntawm hom kev tshaj tawm no, nws cov qauv yog raws li lub caij no. Teaser advertising yog tsim los ntawm intrigue, innuendo, paub tsis meej. Ib qho txiaj ntsig zoo sib xws yog tsim los ntawm kev siv cov lus luv luv uas qhia txog cov khoom ntawm kev tshaj tawm. Kuj tseem muaj kev xaiv thaum teaser advertising tsis muaj qhov tshiab txhua. Hauv cov xwm txheej zoo li no, cov neeg siv khoom txaus siab dua: "Yuav ua li cas zais qhov ntawd?".
Ib qho piv txwv zoo ntawm intrigue hauv teaser yog lub tuam txhab tshaj tawm MTS. Cov qe dawb ntawm keeb kwm liab - leej twg tuaj yeem paub lawv tau tham txog dab tsi.
Ntxiv rau kev hloov pauv, kev tshaj tawm teaser tau nthuav tawm hauv daim ntawv tshaj tawm, txhua yam ntawm cov chij uas ntxiv rau ib daim duab.
Ib yam tseem ceeb heev thaum tsim cov ntawv tshaj tawm yog daim duab lossis duab. Tom qab tag nrho, ntxiv rau cov ntawv nyeem txaus nyiam, qhov tseem ceeb sab nraud tsis tseem ceeb rau cov neeg siv khoom.
Thiab ntawm no tseem ceeb heev uas daim duab yog qhov tshwj xeeb. Thaum xaiv cov ntaub ntawv rau cov yeeb yaj kiab, koj tuaj yeem siv tus sau cov duab lossis cov duab tsim los ntawm cov kws kho duab.
Ib tug neeg pab tsis tau hauv qhov kev ua ub no yog qhov kev pab cuam canvas.
2. Canvas Technology
Canvas teaser kev tshaj tawm yog lub sijhawm los ntxiv cov ntsiab lus nrog multimedia yam tsis tau siv cov cim ntxiv.
Tus Canvas teaser ad txiag tso cai rau koj los tsim cov ntsiab lus tsis muaj tseeb, cov yeeb yaj kiab thiab tsuas yog chij. Koj tuaj yeem tsim 2D duab siv cov lus sau (JavaScript). Qhov kev zov me nyuam teev qhov loj me rau 300150, uas tuaj yeem hloov pauv. Canvas yog siv los kos duab kos duab hauv kab lus teb, tsawg zaus hauv cov browsers ua si. Tsis tas li ntawd, koj tuaj yeem siv nws hauv koj li video teaser. Canvas teaser tshaj tawm txhawb.mp4,.ogg hom. Txhua yam koj yuav tsum tau ua txhawm rau kom cov yeeb yaj kiab tshwm hauv koj tus chij yog upload nws.
Qhov tseem ceeb ntxiv yog qhov tsis muaj qhov txuas mus rau kev tshaj tawm. Qhov kev pab cuam kho qhov teeb meem no rau koj. Yog li, koj tau txais daim ntawv pov thawj ruaj ntseg tshaj plaws, uas yuav muaj rau tib neeg tiag tiag.
Canvas txo tus naj npawb ntawm kev sib tsoo los ntawm qhov taw qhia tshwj xeeb. Kev tiv thaiv ntxiv kuj tau tsim los ntawm cov ntsiab lus taug qab - ib txheej ntawm cov dots, lub npe hu ua captcha.
txuas ntxiv lub ncauj lus "Teaser advertising - nws yog dab tsi", tsis muaj kev poob siab, Kuv xav nyob ntawm cov piv txwv tshwj xeeb ntawm nws qhov kev siv.
3. Teaser tshaj tawm. Piv txwv
Hais txog "kev tshaj tawm tsis meej", nws tsim nyog sau cia tias nws cov qauv yog raws li cov hauv paus ntsiab lus ntawm rub tawm.
Ua piv txwv, xav txog tias koj yog cov chaw tsim khoom noj qab haus huv yogurt thiab koj cov khoom tshiab yuav tsum tau tshaj tawm. Kev tshaj tawm hauv TV tsis tsim nyog rau koj ntawm theem no, banners tsis muab cov txiaj ntsig xav tau, thiab saj tsis tso cai rau koj los ntes cov neeg tuaj saib zoo. Muaj kev tawm! Koj tsuas yog yuav tsum tautshaj tawm koj cov khoom hauv teaser.
Poj niam lub portal yuav yog lub platform zoo. Txhua yam uas xav tau yog los tshaj tawm cov xov xwm ntawm lub xaib: "Yuav kom poob phaus, noj …". Kom cov txiaj ntsig zoo tshaj plaws, ua kom tiav cov lus nrog ib daim duab haum rau lub ntsiab lus.
Qhov tshwm sim ntawm kev tso ib qho kev tshaj tawm yuav yog qhov kev hloov pauv ntawm cov neeg siv khoom mus rau qhov txuas qhov twg, tau nyeem cov ntaub ntawv tseem ceeb ntawm txoj hauv kev kom poob phaus nrog kev hais txog koj cov khoom noj yogurt rau kev noj qab haus huv, nws yuav tau txais qhov siab tshaj plaws cov ntaub ntawv tseem ceeb. Txij li thaum lub npe ntawm lub ncauj lus tseem ceeb heev, koj tau muab nrog ntau cov clicks ntawm koj qhov kev tshaj tawm teaser. Yog li, lub hom phiaj tau ua tiav. Cov neeg tuaj saib raug ceeb toom txog cov khoom tshiab, thiab cov nqi raug txo qis.
Yuav kom cov neeg tuaj saib tau txais qhov siab tshaj plaws, cov xov xwm tuaj yeem tshaj tawm rau ntau qhov chaw.
Tsis yog cov khoom lag luam tuaj yeem nthuav tawm los ntawm kev tshaj tawm teaser. Piv txwv ntawm nws siv muaj nyob rau kev xa khoom rau pizza, sushi, thiab ntau dua.
4. Cov piv txwv zoo tshaj ntawm kev tshaj tawm teaser
Tej zaum ib qho piv txwv zoo tshaj ntawm kev tshaj tawm yog Nike thiab nws lub ntiaj teb nto moo laconic logo. Tsis muaj ado ntxiv, nws twb yog tsev neeg lub npe hauv ntiaj teb kev ua kis las. Tab sis thaum kaj ntug ntawm lub hom, tsis muaj leej twg paub dab tsi "zuam" nkaum hauv qab nws.
Daim duab hauv qab no yog qhov kev tshaj tawm tsis txaus ntseeg los ntawm Nike hauv cov chaw ua si hauv nroog.
Qhov piv txwv thawj zaug thiab ua tau zoo heev ntawm kev tshaj tawm teaser yog ib qho kev tshaj tawm rau kas fes hom MJB Coffe. Tom qab ntawd, rov qab rau xyoo 1906, txoj kev ntawm San Francisco tau tshwm simCov ntawv tshaj tawm tsis meej nrog cov ntawv sau "Vim li cas?". Txawm li cas los xij, nws tsis tuaj yeem hu rau lawv teasers, txij li lub tuam txhab yav dhau los tau siv cov kab lus no hauv nws cov lus. Lo lus teb rau lo lus nug "Vim li cas?" zoo li, "MJB ua rau kas fes zoo tshaj." Twb yog "Vim li cas?" los ua ib lub koom haum ncaj qha nrog MJB.
Qhov kev tshaj tawm zoo tshaj plaws hauv tebchaws Russia yog kev tshaj tawm kev tshaj tawm los ntawm MTS. Lub logo tiag tiag ntawm MTS hloov tshiab yog lub qe dawb ntawm keeb kwm liab. Pom cov ntawv tshaj tawm no nyob ib puag ncig lub nroog, txhua tus xav nug, "Lawv hais txog dab tsi?". Ib yam li ntawd, yooj yim thiab tsis muaj lus qhia ntawm kev sib txuas ntawm tes.
5. Cov txheej txheem rau kev tshaj tawm teaser zoo
Yuav ua haujlwm tau zoo, koj yuav tsum paub cov lus zais ntawm kev tshaj tawm teaser.
Ntawm no yog tsib yam ua kom zoo:
- Parallel tshaj tawm ntawm cov khoom thiab kev pabcuam ntawm koj cov neeg koom tes. Qhov no yog raws li kev txhawb nqa dav dav ntawm cov khoom hauv cov pab pawg thematic zoo sib xws hauv tib lub koom haum koom tes. Yog li, cia peb hais, los ntawm ib lub koom haum koom tes, koj tuaj yeem txhawb cov khaub ncaws, khau, cov khoom siv cuam tshuam. Cov tes hauj lwm xws li Recreativ.ru, Trafmag.com, Tovarro.ru thiab, rau qee qhov, Marketgid.com yog qhov tsim nyog rau kev ua haujlwm nrog pab pawg. Txhawm rau txhawb cov khoom lag luam rau lub cev, lub ntsej muag, tshuaj pleev ib ce, nws yog qhov zoo dua los xaiv qhov kev koom tes zoo tshaj plaws rau cov poj niam cov neeg tuaj saib Ladycenter.ru.
- Muaj kev tsaws thiab ntsuas ntsuas. Yuav pib nrog, cia peb txhais cov nplooj ntawv tsaws yog dab tsi - nws yog, ua ntej ntawm tag nrho cov, koj lub ntsiab platform. Nws yog nrog nws cov kev pab uas koj yuav muaj peev xwm taug qab tag nrho cov tsheb khiav ntawm koj teaser advertising. Qhov zoo tshaj plaws, qhov kev ua tau zoo ntawm koj lub platform yuav pomcov ntaub ntawv txheeb cais. Txhawm rau tsim cov ntaub ntawv txheeb cais, xws li kev pabcuam pabcuam xws li "Metrika" yog siv. Nws tshwm sim ob qho tib si ntawm lub hauv paus ntawm Google browser thiab Yandex. Nws yog "Metrica" uas ua rau nws muaj peev xwm xav txog qhov twg raws nraim cov nyiaj tau los los ntawm, qhov twg ntau tshaj plaws ntawm cov clicks tau sau. Metrica kuj pab kom paub txog qhov tsis txaus ntawm kev tshaj tawm teaser los ntawm kev qhia nws los ntawm sab nraub qaum. Siv qhov program no, koj tau txais lub sijhawm los nce cov nyiaj tau los ntawm kev tshaj tawm teaser los ntawm 2-3 zaug.
- Cov lus piav qhia zoo rau cov yeeb yaj kiab. Ntxiv nrog rau cov ntawv zoo nkauj thiab ntxim nyiam, cov duab animated teaser yuav tsum tau muab tso rau ntawm no. Ua tib zoo saib xyuas lub npe. Nws yuav tsum ci, pom, tab sis nws yuav tsum muaj cov ntsiab lus ntawm koj qhov kev tshaj tawm thiab cov khoom tshaj tawm hauv nws. Lub ci ntsa iab lub npe, qhov zoo dua yog nyem.
- Txhais cov neeg tuaj saib lub hom phiaj rau koj cov khoom. Thaum koj qhia meej meej cov neeg tuaj saib uas koj cov khoom tau npaj, koj tuaj yeem tsim qhov siab tshaj plaws rau kev nyiam nws. Ua ntej tshaj plaws, lub ntsiab lus ntawm qhov tsis pub leejtwg paub ntawm kev tshaj tawm teaser nyob rau hauv qhov txwv tsis pub tshaj tawm hauv Is Taws Nem. Yuav kom ua tau zoo, koj yuav tsum nkag siab meej txog qhov chaw twg koj qhov kev tshaj tawm teaser yuav pom.
- Qhov zais cia kawg yog kev tshuaj xyuas. Qhov no yog qhov tseem ceeb tshaj plaws rau kev ua tau zoo ntawm txhua lub lag luam, txij li kev txheeb xyuas qhov tseeb ntawm lub tuam txhab cov ntaub ntawv xeem yuav ua rau peb nkag siab thiab xav txog yav tom ntej ntawm kev tshaj tawm thiab qhov yuav tshwm sim ntawm nws rov pib dua. Nws yog cov lus xaus uas yuav cia peb nkag siab txog cov nyiaj tau los yav tom ntej. Ntawm nokoj yuav tsum tau taug qab txhua yam: los ntawm tus naj npawb ntawm clicks mus rau cov nyiaj tau los ntawm kev sau npe. Tshawb xyuas qhov ntxim nyiam ntawm qee cov xov xwm.
6. Teaser tshaj tawm. Tsim cov kauj ruam
Qhov tseeb, kev coj ua ntawm Western tuam txhab uas muag tau qhia tias "tsis paub meej" kev tshaj tawm tuaj yeem siv txawm tias nyob rau theem ntawm kev pib tsim khoom. Ntawd yog, precisely thaum cov neeg tuaj saib tsis paub tias nws yog dab tsi. Tab sis nws tseem ceeb dua tsis txhob twv, tab sis ua rau surprise, intrigue.
Feem ntau nws yog qhov kev tshaj tawm teaser uas yog thawj kauj ruam rau txhua qhov kev tshaj tawm ntawm cov khoom tshiab. Cov tuam txhab lag luam ntawm cov khoom lag luam no tau xa mus nrog txhua yam ntawm BTL cov haujlwm.
Yog tias koj xav tau kev tshaj tawm teaser, yuav ua li cas? Ntawm no nws yog ib qho tseem ceeb kom paub qhov txawv ntawm ob theem tseem ceeb ntawm nws cov creation:
- Qhov tshwm sim ntawm tus teaser. Lub ntsiab lus ntawm cov kauj ruam no yog nyob rau hauv kev tsim cov intrigue nws tus kheej, uas yuav ntxias cov neeg siv khoom.
- Tshuaj kho dua tshiab. Cov theem no qhia txog kev paub txog cov ntsiab lus ntawm cov yeeb yaj kiab, piv txwv li nws muab ib zaj dab neeg txog cov khoom thiab kev pabcuam uas raug tshaj tawm.
Qee zaum nws txaus los npaj kev tshaj tawm kev tshaj tawm ib zaug, thiab tom qab ntawd tsuas yog tswj hwm koj txoj kev vam meej.
Ib qho piv txwv ntawm xws li instant teasers yog Burma Shave shaving cream. Lub tuam txhab cov lus hais tias: "Cov ntxhais thov Vajtswv / Rau cov txiv neej / Kom muaj ntsej muag / Tsis muaj stubble / Burma Shave." Lub tuam txhab tau tshwm sim xyoo 1925 hauv Asmeskas.
Ib qho piv txwv yog lub tuam txhab kas fes Starbucks, uas tau ua zoo tsis tau tshaj tawm rau lub sijhawm ntev. Thiab los ntawm lub xyoo tshiab 2005 kuv txiav txim siab mus tso ib tug teaser. Kev tshaj tawm tau muab tso los ntawm New York Times. Lub ntsiab lus ntawm kev tshaj tawm yog qhov ntawdlos ntawm nplooj ntawv mus rau nplooj ntawv, tus naj npawb ntawm cov khob kas fes (lub tuam txhab cov cim lag luam) tau loj hlob mus txog thaum nws tsim lub hnub qub Starbucks koom nrog rau xyoo 2005.
Thaum tsim ib qho teaser, nws yog ib qho tseem ceeb uas yuav tsum nco ntsoov tias cov ntawv sau yuav tsum tsis txhob muaj qhov yuam kev, nws yuav tsum ua kom muaj zog. Raws li tau hais los saum no, teaser tshaj tawm yuav tsum tau cog lus los daws qhov teeb meem nrog lawv cov ntsiab lus. Yog li, kev hloov ntawm lub npe ntawm kev txaus siab yuav tsum tam sim ntawd ua rau cov ntawv nyeem nrog cov lus teb rau lo lus nug zoo siab.
Tsis txhob mloog ntau rau qhov tseem ceeb ntawm cov ntawv nrog cov cim. Nws tsuas yog siv ob peb qhov tseem ceeb los tuav cov neeg tuaj saib. Lub teaser yuav tsum yooj yim pom, tsim rau cov neeg tuaj saib tshwj xeeb, tom qab ntawd qhov tshwm sim yuav yog qhov koj xav tau.
Yog li, peb cia siab tias koj nkag siab qhov tseem ceeb ntawm kev tshaj tawm teaser (nws yog dab tsi).
Yog tias koj xav tau qhov txiaj ntsig zoo los ntawm koj txoj kev sib tw, ces koj yuav tsum nco ntsoov cov lus zais tseem ceeb ntawm nws qhov kev tsim. Tsis txhob hnov qab txog qhov yooj yim ntawm cov lus hais, paub tsis meej, intrigue. Xaiv cov duab zoo, tshwj xeeb. Nco ntsoov tias koj qhov kev tshaj tawm teaser yuav tsum yog qhov uas koj tus kheej ua rau nws.
Kev tshaj tawm tsis tas yuav dhuav. Nws yuav tsum yog ib qho haujlwm tiag tiag uas yuav pom nws cov neeg tuaj saib. Ua kom zoo tshaj tawm - thiab qhov tshwm sim yuav tsis cia koj tos.
