1. Atomic bomb -- Price cut

As they say, three loves for the price of one. In a market with unbalanced supply and demand, due to a large number of homogenized products, it is natural for merchants to think of selling at a lower price in the face of sluggish sales. Although this sacrifices precious profits, it is acceptable to win the return of funds. A bit like the great power stand-off of the Cold War, the use of nuclear weapons was often put on the table when political or military mediation failed to break the deadlock. The difference is that product price cuts don't die as quickly as atomic bombs, and often have some visibility, so they are often used as a marketing ploy.

In modern business warfare, price cuts are the most effective weapon, but also the most easily out of control of a marketing method. In terms of its dangers, price cuts are similar to those of the atomic bomb. Once nuclear war breaks out, the enemy will offer atomic weapons. In nuclear war, the damage will be devastating to both sides, so will price cuts. So under normal circumstances, you should never use nuclear weapons for anything that can be resolved by a conventional campaign, because both sides of a war know perfectly well that if such weapons are used. The end result can only be mutual destruction.

Conclusion: 1. The shock value of the atomic bomb on the battlefield far outweighs its practical function. 2. The price reduction at the expense of product quality and service quality will inevitably lead to self-destruction of the brand. Instead of shopping in the red Sea, it is better to eat alone in the blue Sea.

Ii. Fighter aircraft -- media advertising

Modern campaign is a three-dimensional operation, in order to control air control, it is necessary to take air operations, and fighter jets will play a vital role in controlling air control. From their commanding position overlooking the battlefield, fighters tend to be able to deliver more precise strikes and, more importantly, make more noise during a campaign.

Advertising plays the function of communication in marketing. In today's highly homogenized market products, more and more enterprises gradually realize that it is difficult to reflect the lead in products. Only communication can create the brand competitive advantage of alienation. The three forces of architecture is so dependent on advertising this means of information dissemination. Previous experience tells us that intensive high-altitude advertising is beneficial to establish the brand image of goods. Usually, advertising is realized through the media such as TV, newspaper, magazine, Internet or radio, because these media have a large number of audience groups.

Conclusion: Advertising is necessary, but not necessary, advertising everywhere, will also disturb the sight of the audience.

Iii. Tank - Terminal promotion

Generally speaking, consumers' cognition of consumption also goes through a process. Firstly, they establish the first impression of the goods they need through advertising. After watching the advertisement, consumers have a preliminary understanding of the goods, but it does not help much to reach a sales deal, or even if it does, it is very little. There is usually a certain distance from home to the sales terminal, and the temporary impulse of consumers to buy will be wiped out or weakened by this "distance barrier". We often find that some consumers with the goal to buy, only to buy another brand of goods when they arrive at the scene. This is the truth, which reflects the difference in the strength of the terminal control ability of different merchants. The role of sales terminal promotion is to awaken the purchasing impulse of consumers, with the help of POP stores, banners, stickers, small gifts and personnel introduction to promote their determination, and finally put into purchase action. Compared with high-altitude advertising, the use of terminal promotion can carry out close contact with consumers, using the terminal as a platform or tool to communicate with consumers, its process is more controllable, and the effect is easier to evaluate.

Conclusion: High-altitude advertising takes momentum, terminal advertising takes sales, air advertising on consumers limited power, only combined with the promotion of terminal stores can play a greater effect, to effectively occupy the market, the key is to do more work in the terminal.

Iv. Submarine -- Public Service Marketing:

Submarine is a kind of mysterious weapon, because of its characteristics of diving and hiding, submarine is often used for surprise and strategic suppression, different from other surface ships, when the submarine goes out, the surface is calm, but the underwater is full of killing.

The purpose of public welfare activities is not so obvious. Some people think that giving back to human beings and taking social responsibilities is a kind of losing business, but it is not. In terms of the nature of such activities, public welfare is more like a long-term marketing activity. Through public welfare and other practical actions, the company not only expresses its sense of social responsibility, but also makes the social audience have a good impression on the company, which is actually a disguised corporate image advertising.

Conclusion: The fundamental purpose of enterprises to do public welfare is to assume social responsibility, praise is a kind of social feedback to enterprises doing so, do not sacrifice the essentials, reverse the priority, blindly stir will only destroy the principle of public welfare.

V. AK47 -- Word-of-mouth Marketing (Viral Marketing) :

The Type AK47 **** was born in 1947, 60 years ago, the gun structure is simple, reliable and durable, strong firepower, low failure rate, especially suitable for use in a variety of harsh conditions. Because of the above outstanding characteristics, the AK47 assault **** has gone through half a century of wind and rain, and is still used as the standard weapon in many countries, which can be called a miracle in the history of weapons.

The success of the AK47 is a triumph of word of mouth. The gun was not advertised but gained worldwide fame, partly because of its superior performance and partly because of word of mouth from many users, which eventually made it popular. The recent popularity of several Chinese films also reflects the beauty of word-of-mouth marketing. Films such as "Crazy Stone" and "The Good Man of the Three Gorges" have earned tens of millions at the box office with low production costs and almost zero advertising and promotion costs, proving a universal truth about film - from life, wonderful performance of life! Completely different from the operation idea of domestic blockbusters such as "The Wuji" and "Curse of the Golden Flower", this kind of film starts from meeting the most essential demands of the public for film, winding paths, unique, and finally make the grass chicken into a phoenix.

Among the many marketing touch points, one that is crucial is the consumer's own consumer experience, or that of family and friends. Compared to advertising, this consumption experience is more convincing. So in sales campaigns, companies can win over "word-of-mouth leaders" or "opinion leaders," who may be experts in their field, media practitioners, celebrities or well-known authors. Then they use their own speech channels or some simple online uploading tools such as forums, MSN, blogs to publish their consumption opinions, which has proved to be the most developed marketing tool in the Internet era.

Conclusion: Simplicity is the ultimate beauty. The simplicity and practicality of word-of-mouth marketing enlighten low-cost promotion.