Rebirth: My dad is too obedient

Chapter 438 Senior sister’s tea talk?

Lecture room.

Nie Fei was holding a microphone and answering questions from students.

Some tricky inquiries will not stump Sister Fei at all.

After all, she is the operator of the "Fear of Getting Angry" project, and she knows much more about the business execution details from beginning to end than Xu Chen.

The students who asked questions and listened in also gained something from Nie Fei's answers.

……

offstage.

A junior girl took the microphone and said:

"Can I... ask Xu Chen a question?"

Nie Fei smiled.

She did not answer directly, but looked down at Xu Chen who was sitting in the audience.

Xu Chen had already stood up and walked slowly onto the stage.

He took the microphone from Nie Fei and saw that he didn't know the girl who had just asked the question, so he knew that she must be a "senior student".

"Senior sister, please tell me."

His attitude was respectful and polite, and he spoke like a "younger student".

The senior student paused and said:

"Because it was Mr. Nie who shared...

However, the grand prize of the 'Great Wall Award' was received by Xu Chen, and Xu Chen's name was also written as the main creator.

So I also want to discuss some professional matters with Xu Chen."

As soon as the words were spoken, the air in the entire classroom froze.

The senior student's words seemed calm, but there was obvious doubt in her expression.

The other students naturally also heard the implication.

……

Xu Chen is the boss of "Dongchen Advertising". In this case of winning the "Great Wall Award", will he just be a figurehead?
Today, President Nie Fei Nie came to share, which actually confirmed this speculation.

Maybe Xu Chen is just a "rich second generation" who opened such an advertising company.

As for those advertising works and projects, they were all done by "professionals" hired by his company.

In fact, in addition to the senior student who just asked the question, there are many other senior students who have similar doubts and questions in their hearts.

In addition to the grand prize of the "Great Wall Award", I'm afraid the two previous national first prizes of the "Grand Advertising Competition" were also won in this way, right?
If the works in the "Grand Broadcasting Competition" were really the work of a "gunman", it would be extremely unfair to other participating students.

Moreover, it seriously violated the official regulations of the "Daguansai"...

The senior's suspicion was very rude, but it seemed to be reasonable.

After all, Xu Chen is just a freshman, and it is incredible that he won both the "Grand Advertising Competition" and the "Great Wall Award" at the same time.

Especially some seniors who have participated in the "Daguangsai" still feel a little unwilling to accept the result.

……

After this senior asked this question, the faces of several classmates who were very familiar with Xu Chen, such as Qian Xin, Huang Hao, and Hong Xiaoqiang, turned a little ugly.

Qian Xin, the "Little Prince of Jiangsu and Zhejiang", could not bear it any longer and said directly:
"Senior, what do you mean by this?"

The senior student smiled awkwardly:

"I just have a question...

I think other students may have similar questions.

Mr. Nie’s sharing today was very professional and we learned a lot.

But after all, we came here today and we really want to hear our junior brother Xu Chen share his award-winning works in person.”

This senior sister who looks quiet and gentle on the outside is actually sharp-tongued and merciless in her words.

It also has some sarcastic and gossipy connotations.

As soon as the senior sister finished speaking, there was a burst of discussion in the audience.

Everyone's eyes were fixed on Xu Chen, who was holding the microphone on the stage.

Perhaps many people are waiting for this junior to make a fool of himself.

Qian Xin, Huang Hao and others were very angry, but they didn't know how to react for a moment.

……

In the front row, Dean Lin Ruyang had an unpleasant look on his face, frowning as he wanted to say something.

Before he stood up, Xu Chen on the stage looked normal, and said with a smile:

"Senior, do you have any specific questions?

Since today we are sharing in the professional field, let’s save time and only discuss things in the professional field.

If you have any questions about this project that I need to answer personally, I can share them with you. ”

His expression was calm and his tone was calm, but he exuded absolute confidence.

Lin Ruyang and Yu Xiaoguang looked at each other, but couldn't help but smile.

Yes, discussing things in the professional field can easily dispel the doubts of the girl in the audience.

The other party suspected that the award-winning work was not done by Xu Chen. If Xu Chen could answer all questions from a professional standpoint, he would naturally be able to resolve this doubt.

On the contrary, if the students asked some professional questions and Xu Chen couldn't answer them, it also proved that he was just a name in the project...

Lin Ruyang looked at Xu Chen on the stage and couldn't help but express some approval.

At a young age, he has a calm mind.

Faced with doubts, he was not panicked at all, but instead directed the issue to the core key to resolving the doubts in just one sentence.

This also reveals his absolute confidence in his heart.

……

Xu Chen threw the question back, and everyone in the audience looked at the senior student.

The senior seemed to think about it seriously and said:

"Then I will ask a professional question...

What Mr. Nie just shared was mainly the experience of "Wang Laoshun" herbal tea in marketing and commercial execution.

I would like to ask Xu Chen about the creation of the advertisement for "Drink Wang Laoshun if you are afraid of getting angry"...

It is from the advertising objectives, advertising audience, SWOT analysis, advertising strategy, advertising creativity...

In the whole process, how was this slogan created? "

After the question was asked, everyone turned their eyes to Xu Chen on the stage.

The question asked by this senior student is a basic question, but also a crucial question.

That is to say, this question brought out the core creative idea of this slogan.

……

Xu Chen nodded and waved his hand to signal the senior sister to sit first:

"Senior, this is a very good question."

He paused, then smiled and said:
“Advertising objectives, advertising audience, SWOT analysis, advertising strategy, advertising creativity…

This system of creative deconstruction should be from the textbooks, right?
If you know some real advertising professionals, you can ask them if there are any creative people in any company who are still using this system to create works. "

“Frankly speaking, what we learn in textbooks is out of touch with real commercial creation…

The whole creative idea of 'Fear of Getting Angry' was not derived step by step according to the steps in the textbook."

Xu Chen's words were plain, but also direct and straightforward.

Right from the start, he defined the idea that the senior student had just put forward as a "textbook", "backward", and "non-practical" creative idea.

This was naturally what Xu Chen did deliberately. Since he was facing a challenge, he needed to reverse each other's "high and low positions" first. The other party was a senior student, and also a questioner and challenger, so he was in a higher position in terms of momentum.

Then you need to "suppress" the opponent in terms of momentum first.

Directly pointing out the "student-like" nature of the other party's question was Xu Chen's understated but to-the-point verbal tactic.

Just a few words reversed the positions of both parties.

Xu Chen went from being a junior student who was questioned and challenged to a "senior industry insider" who gave guidance to students...

At the same time, the advertising students in the audience also looked serious.

The set of ideas that the senior student just mentioned is naturally the so-called "academic" advertising creation steps that they learned from textbooks.

They are also curious about whether the real advertising creation is based on the steps in the textbooks to derive the slogans and advertising ideas...

Xu Chen paused for a moment:
"If you can come up with creative ideas by following the steps in the textbook and deriving them step by step, then anyone can win the Great Wall Award."

“Real advertising creation is complex, and every advertising company and every creative person has their own knowledge system and thinking habits.

Ogilvy, JWT, Euro, TBWA... each one has its own unique creative ideas.

It would take a long time to explain all this, so I won’t go into details for now.”

"As for the creation of 'Fear of Getting Angry', I will simply share the core ideas.

First of all, I need to share with you three important terms in advertising creation.

Insight, concept, idea..."

Xu Chen came up with some very intimidating "professional terms", naturally in order to gain the upper hand.

No matter what industry you are in, “terminology” is the key to internal communication.

Whether or not one can understand terminology and concepts is also a basic criterion for whether one can enter the specialized field.

Xu Chen is very clear that the current advertising education in domestic universities is out of touch with the creative thinking of 4A.

What Xu Chen is sharing now are the world's top creative ideas introduced from the international 4A.

……

Xu Chen held the microphone and spoke eloquently at the podium.

Not only the students in the audience, but also Lin Ruyang, Ni Zhi and the lecturers who came to listen, could not help but prick up their ears.

Xu Chen used the three concepts of Insight, Concept and Idea to string together the most cutting-edge creative ideas in current 4A advertising practices.

Xu Chen was also very clear about what would scare the students in the audience, so he made some choices in the content of his explanation.

He specifically picked out some high-end and impressive concepts, even deliberately mixed in some English, and brought in some opinions from the world's top advertising masters, which shocked the students in the audience.

The creative idea of "drink Wang Laoshun if you are afraid of getting a sore throat" is naturally the meaning of the title.

Xu Chen embedded this advertisement into a whole creative chain and disassembled the entire creative process.

In fact, it is just as the advertising tycoon Lao Shuang'an commented at the award ceremony in Kuncheng:

"With these seven seemingly simple but in fact extremely sophisticated words, we have accomplished a precise communication with hundreds of millions of Chinese people."

……

“I never thought there were so many secrets behind this seven-word slogan.

It turns out that every word and even punctuation mark has been carefully considered..."

"This analysis makes a lot of sense, and it really has insight into the subconscious needs of the Chinese people."

"I never thought that the word 'fear' could be so particular."

"He lectured really well, and it felt more exciting than Professor Ni's lectures."

……

……

Xu Chen spent about twenty minutes speaking eloquently and dismantling all the creative ideas related to "fear of getting angry".

From strategy to creativity, from user insights to copywriting ideas, nothing is too big or too small, but everything is covered.

Being able to explain this case so clearly naturally completely dispelled the doubts raised by the senior student.

If Xu Chen didn't do this project himself, how could he analyze all this? !
Moreover, Xu Chen was cueed onto the stage without any preparation at all.

This also made his eloquent answer more convincing.

Xu Chen held the microphone and looked at the senior student who had just asked the question:

"I don't know if my answer above can answer Senior Sister's question."

first row.

Dean Lin Ruyang laughed and led the applause.

Professor Yu Xiaoguang and Professor Ni Zhi beside him also started to applaud.

Following them came the teachers in the second row who came to listen, and groups of students at the back.

Xu Chen kept smiling, waiting for the applause to die down.

His eyes were still on the senior student who had just raised the question.

The senior looked a little embarrassed.

She finally began to rise a little and whispered:

"Thank you, Xu Chen... I have no questions anymore..."

……

……

The sharing meeting ended with Dean Lin Ruyang’s enthusiastic summary speech.

Xu Chen and Nie Fei exchanged a few words with Professor Yu Xiaoguang and Ni Zhi.

Groups of students in the lecture hall began to leave, but some students rushed to the front row, wanting to have in-depth exchanges with the "guests".

What was somewhat unexpected for "Mr. Xu" was that a group of seniors came over to chat and get to know him.

Xu Chen was naturally respectful and polite, and got to know these seniors from the third and fourth years in college carefully.

I have met some of them before, such as those who went to Kuncheng together to attend the Advertising Festival.

There were also some that I met for the first time, but they were basically students from the third and fourth year advertising classes.

They were all very warm and proactive, and discussed some business and creative matters with Xu Chen.

There were also several seniors who had clear purposes and asked whether "Dongchen Advertising" had any recruitment needs or internship vacancies.

There are even two senior students who have submitted their resumes and works, which makes "Mr. Xu" a little amused and helpless.

Finally, Xu Chen left an email address of the company, asking interested seniors to send their resumes and works.

But Xu Chen naturally wouldn't promise anything, he just said:

“I am not in charge of the recruitment and internship matters.

I will go back and discuss this with the team. Maybe the team leader will arrange some actual interviews or open up some internship spots.”

……

Thinking about it this way, it’s not a bad idea to recruit a few interns.

Now the number of projects at "Dongchen Advertising" is indeed gradually increasing, and Gu Xinxin's work is also increasing, so she was originally arranged to recruit a subordinate as soon as possible.

On the "Ranbing Sports" side, Sun Lingfeng is in charge of the official store operations and often works overtime...

You can hire a few interns first, and if they have good abilities, you can consider keeping them.

Tonghai University is a 985 university after all, so the basic qualities of these seniors are naturally good.

It’s just that I haven’t experienced the baptism of the workplace yet, and I still need some time to train.

Thinking of this, Xu Chen turned and looked at Nie Fei.

Sister Fei understood immediately and nodded slightly at Xu Chen with a smile.

……

(End of this chapter)