IMC plan Xiang XU 1-36

SCHOOL OF COMMUNICATION
YSP524 INTEGRATED MARKETING COMMUNICATION CAPSTONE

PROFESSIONAL PROJECT

IMC plan :

Balancing Commercial Interests and User Experience of
360 Security Guard.

Name Matrix No.
Xiang XU P-KOM0176/21

SUPERVISOR:
Dr. Dr Izzal Asnira Zolkepli

ACKNOWLEDGEMENTS

I would like to dedicate this research paper to my family, with their inspiration,
encouragement and support, I have confidence to survive the entire duration of
this research. I would also like to thank Dr Hasrina Mustafa and Mr Amir
Batouie, for their guidance during the initial stages of this study. Last, but not
least, I would like to thank Dr Izzal Asnira Zolkepli for her guidance throughout
this research project and her patience through the many drafts of this paper.

Table of contents

I. Introduction ................................................................................................... 1
II. Research background .................................................................................. 2

1. Qihoo 360 .............................................................................................. 2
2. Global Market ........................................................................................ 3
3. Chinese market and free strategy ..........................................................4
4. Situation analysis ................................................................................... 4
III. Problem definition ....................................................................................... 7
IV. Research objectives ....................................................................................9
V. Research process ...................................................................................... 10
1. Preparation .......................................................................................... 10

a) Population and Sample size .......................................................... 10
b) Questionnaire design .....................................................................11
2. Data collection ..................................................................................... 13
a) Data collection methods ................................................................ 13
b) Execution .......................................................................................14
VI. Findings .................................................................................................... 21
VII. Discussion ............................................................................................... 27
1. Product design ..................................................................................... 27
2. Communication .................................................................................... 27
VIII. Strategic objectives .................................................................................29
1. Product design improvement ............................................................... 29
2. Visibility of the improvement ................................................................ 29
3. Relationship with users ........................................................................ 30
IX. Tactical plan .............................................................................................. 31
1. Interface design ................................................................................... 31
a) Pop-up Ads ....................................................................................31
b) Software recommendations ...........................................................31
2. Social media promotion ....................................................................... 32
a) Weibo ............................................................................................ 32
b) Douyin ........................................................................................... 33
3. Promotion picture: ................................................................................33
X. Creative materials ......................................................................................34
References .....................................................................................................38
Appendix - A: 360 Security Guard User Experience Questionnaire ............... 39
Appendix - B: Default report of 360 Security Guard User Experience
Questionnaire .................................................................................................43

I. Introduction
Founded in September 2005, Qihoo 360 is a leading Internet software and
technology company in China. By December 31 2021, Qihoo 360’s leading
product 360 Security Guard, also globally known as 360 Total Security, has
accumulated over 750 million users. However, most of these users are not
very loyal to this software. Instead, they uninstall it after trying and refuse it
ever since due to several types of problems, such as tampering with the home
page and secret installation of softwares. In a word, Qihoo 360 has prioritized
its commercial interests over users’ experience of their product. However, ‘A
good product designer is required to find the best balance between these two
goals.’(Verber, 2019) In order to understand better the problems that 360
Security Guard is facing, and to help improving the performance of the
software, this research aims to evaluate all elements which cause the
dissatisfaction of current and former users. And the result of which should help
Qihoo 360 make future decisions to balance its income with users’ experience.

To achieve the objective above, this research started with a situational analysis
of Qihoo 360’s leading product 360 Security Guard. The next stage was to
identify and sort existing problems that affect users experience. Then a
quantitative research on the user experience was conducted by distributing
questionnaires to random computer users.

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II. Research background
1. Qihoo 360
Founded in September 2005, Qihoo 360 ( hereinafter referred to as Qihoo ) is
a leading Internet technology company in China. It has successively obtained
venture capitalists such as Sequoia Capital, Red Dot Investment, Highland
Capital, Matrix, IDG, and angel investor Zhou Hongyi with a total of Joint
investment of millions of dollars. At present, Qihoo's primary business is a
network security platform based on 360 Security Guard. Qihoo is committed to
enhancing the convenience and security of people's access to information
through technological innovation and application, meeting people's urgent
needs for improving the network environment, and providing internet users
with efficient, safe and comprehensive internet services.

In July 2006, Qihoo launched 360 Security Guard, specializing in detecting and
killing rogue software. Later in 2008, 360 Security Guard became free to use
as the pioneer of free network security services in China. After continuous
improvement and upgrading, 360 Security Guard has been developed into one
of the most popular software for killing Trojans and anti-theft numbers in China
and is a well-deserved leading brand in network security.

In addition, Qihoo also launched a series of products such as 360 Safe
Browser, 360 Safe Box, and 360 Compression and insisted that it is entirely
free for most netizens.

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2. Global Market
The risk of Trojans, viruses, malware, spyware, and other digital threats
continues to increase as large amounts of critical information are passed from
one computer to another across the globe. Computer literacy and smart
browsing habits are an essential line of defence against cybercrime, and many
antivirus solutions have emerged to protect individuals and businesses from
cyber threats.

In the past few years, the cybersecurity market has grown rapidly. As a result,
global security software annual revenue reached $40 billion in 2020.
Additionally, cybersecurity software accounts for a significant portion of total
information security spending. For example, Norton and McAfee, ranked
respectively third and sixth place on U.S.News (Kinney, 2021), generated
$2.49 billion and $2.635 billion in 2020, respectively, according to Sophie
Anderson (n.d.) on SafetyDetectives..

However, most companies have stagnated in profit growth in recent years,
including Norton and Trend Micro. While IBM's profits have grown significantly
over the past five years, the antivirus software market is now dominated by
free solutions such as Microsoft's security software, which collectively account
for 30 per cent of the market.

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3. Chinese market and free strategy
As previously mentioned, 360 Security Guard, was the first free antivirus
software in China. With the qualified antivirus capability and as the one free
option at the time, 360 Security Guard became the top 1 in the antivirus
industry only 3 months after its official release. The number of users exceeds
200 million, to a cover rate of 57%, and rewrote the old pattern of China's
anti-virus industry, making free anti-virus the absolute mainstream of the
individual user market. With the continuous increase of 360 Security Guard
users, Rising, Kingsoft and other domestic antivirus software were forced to
implemented a free strategy to stay competitive.

It is this free strategy which leads to the subject: Balancing commercial interest
and user experience, which will be further explained later in the texts. With the
highest cover rate in China, 360 Security Guard also faces the biggest
challenge.

4. Situation analysis
To analyze the comprehensive situation of 360 Security Guard, we apply
SWOT model:

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Strength: One of the core competitiveness of 360 Security Guard is its leading
technology applied. Qihoo has been deeply involved in the security industry for
more than ten years and has more than 3,800 security talents. The 'white hat
army' trained and gathered has excellent vulnerability mining and offensive
and defensive confrontation capabilities. At the same time, the company has
accumulated a wealth of security big data and nearly 10,000 original
technology and core technology patents. Since 2014, Qihoo has continued to
output advanced threat intelligence, cumulatively discovered more than 40
overseas APT organizations targeting China, and detected multiple APT
attacks using 0 day vulnerabilities in the wild. Another advantage of 360
Security Guard is a product matrix provided by Qihoo including 360 Security
Guard, Browser, Desktop Manager, Compression and others, which suits
different needs of users.

Weakness: The most obvious weakness of 360 Security Guard is its
continuously decreasing user satisfaction. There are users who refuse Qihoo’s
product and post unfavorable contents to it. Additionally, an unfavorable
remark from a former employee about Qihoo's theft of user privacy spread
widely online.(Ji, 2020) As a result, the reputation both the company and the
product are extremely poor and 360 Security Guard became a ‘malware’.

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Opportunity: 360 Security Guard still occupies the most part of Chinese
antivirus market. Even many users dislike its products, most of them can not
find an alternative product which perfectly suits their need. Therefore, Qihoo
has both time and ability to recover the decline of the performance of 360
Security Guard.

Threat: With the fierce competition in network services, 360 Security Guard
has many competitors. Some of these antivirus service possess user and
technical base which are no less than Qihoo, such as Tencent and Baidu. If
Qihoo does not actively seek changes on 360 Security Guard, its market will
sooner or later be overrun by others.

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III. Problem definition
When 360 Security Guard first entered the antivirus industry with a free
strategy, most people thought it was just a spoiler and that it would never
succeed. But then Qihoo proved to them with its huge downloads and users
that this is a new business model. When Qihoo first announced that 360
Security Guard would be free to use in 2008, computer users are attracted to it
and few considered its shortcoming. However, with the continuous change of
the network environment and the continuous improvement of user income and
needs, people are looking for more than just free. The complains and attacks
towards 360 Security Guard relate to the same cause - Free strategy.

How to make profit with a free strategy? A popular way is to offer value-added
services. In China, products with value-added services as the main income
item appeared in large numbers after 2005, and most of them appeared in the
form of online games. In this model, when a service is needed by everyone, it
must be free. And companies try their best to attract users to their value-added
services in order to benefit. It is successful and we can still see brands making
huge profit with a free-to-play game. For example, League of Legend is free for
everyone to enjoy the game, but by selling appearances of characters, and
providing services to unlock game progress in advance, Tencent generated
1.75 billion dollars in a single year of 2020, ranked at sixth place across the
globe. (178.com, 2021)

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Another strategy that Qihoo implemented on 360 Security Guard is payment
by third-party. In this model, although free users do not contribute income, they
are the foundation of the Internet economy. In simple terms, online marketing
services are mainly obtained by selling advertising space on 360 platform-level
products such as 360 Browser, 360 Software Manager. Qihoo expected that
they could make money without hurting customers, but as a result, in its
business process, the user experience is not guaranteed.

After collecting information on in internet, and most from forums, possible
elements in 5 aspects emerged through the progression of problem locating:
 The function does not meet the requirements
False alert - Softwares from competing brands are often marked as channel of
virus.
Homepage Tampering - The homepage of the browser is fixed by 360 Security
Guard.
 Affects the boot speed and the system slows down
- The computer speed slows down after installation of 360.
 Too many advertising pop-ups
 Unauthorized installation
- 360 security guard mislead users or secretly install other softwares.
 Alternate security software installed
- Competing softwares.

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Based on the findings, we will be discussing the the reason and methods to
evaluate the elements that cause users dissatisfaction.

IV. Research objectives
Time and again, we see brands doing similar obnoxious things in an attempt to
get more revenue, without realizing they are discouraging users and driving
them away. And Qihoo seems to be the most obtuse one. With a free strategy
that making profit by sharing users’ traffic base, the key to maintain and
increasing active users. If 360 Security Guard pushes too much unnecessary
contents to users, sooner or later is will break the tolerance cap of bad
experience even with a free usage. This research aims to understand which of
the problems cause the most the user loss, by rating to what level a user
dislike each element and how do they act afterwards. Therefore, a quantitative
research questionnaire was designed and distributed.

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V. Research process
1. Preparation
a) Population and Sample size
The first step was to decide sample size of valid questionnaire. With the
support of The Quantitative Research Sample Size Calculator developed by
Christopher Martin (n.d.), we have decided that 385 valid samples are
expected with a Population Size at 750M, a Confidence Level at 95%, and a
Margin of Error at 5%.

Figure 1 : The Quantitative Research Sample Size Calculator

For this unique Capstone project, with the guidance of the supervisor, we
expect 80-100 valid samples, which significantly reduced the period of the data
collection and the cost of distributing the questionnaires. More details will be
introduced in following contents, in section Execution.

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b) Questionnaire design

Based on the Design and Evaluation of a Short Version of the User Experience
Questionnaire (UEQ-S) (Schrepp et al., 2017), the questionnaire was designed
to :
 Collect personal characteristic including Gender, Age, computer related

knowledge and habits; (Q1 - Q6)
 Collect information of overall antivirus software usage; (Q7 - Q9)
 Evaluate their attitude during 360 Security Guard or alternate antivirus

software usage; (Q10 - Q19)
 Collect reactions when users are unsatisfied with the software; (Q20 -

Q21)
 and Collect other possible comment on 360 Security Guard. (Q22)

View the example questionnaire in Appendix - A: 360 Security Guard User
Experience Questionnaire.

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This research was expecting mainly 4 evaluations:
 The favorite antivirus software.
 Rating of elements which cause dissatisfaction.
 Rating of the elements in different groups
 Reaction to bad experience

Others finding will contribute to the process of optimization and decision
making after the research. For instance, in Q14 we ask which operating
system the respondent is currently using. The result of which will decide the
priority of future software improvement in terms of compatibility. And the
findings of Q9 will be a reference of how to promote the product, in terms of
channels and budget.

Additionally, feedback from the open-ended question (Q22) will be evaluated
separately.

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2. Data collection
a) Data collection methods
Questionnaire distribution through social networks was to be hard to reach,
since nowadays users on WeChat prefer getting information instead of
additionally doing something in their fragmented time. Moreover, sample group
would be unexpectedly selected by the social profile of the expediter.
Therefore a profession questionnaire platform became the first choice to
distribute these questionnaires. Considering most of users of 360 Security
Guard are Chinese, the survey was conducted via Chinese platform and the
texture was also in Chinese.

Wenjuanxing is a professional platform where we could edit the questionnaire
directly on the website. With the questionnaire editing tool, we have set the
question types which suit different questions, set one question each page
mode for respondents on both PC and smartphone, and also an
acknowledgement page although it was very simple.

We had options to deliver the questionnaires to selected groups, sorted by
gender,age and cities. However, our research is designed to evaluate user
experience with random users. Therefore we have ignored those options and
in the meanwhile maintained a lowest cost.

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b) Execution
In this section, all figures are screenshots taken from the Google translation
transcript of the Chinese questionnaire platform Wenjuanxing. For any
confusion, please refer to text narration.
Editing the questionnaire
The very first step of the questionnaire editing was to create a new one.

Figure 2
Next we chose Investigation to match the research objectives.

Figure 3

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Then we had options to import text or existing models. However creating from
blank was the most suitable choice since the amount of questions is not large
and we could have a better control of the contents.

Figure 4
And in this page we edited the title of the questionnaire and it could be
changed later if it is necessary.

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After editing the description, in another word, introduction of the questionnaire,
we started editing the questions of the questionnaire by selecting the type of
the question (on the left).

Figure 5
For single choice questions such as Q1, we selected ‘Single’ under ‘Question
with choices’. Then we edited the question itself and the choices that we
offered. At last, we marked this question as ‘Must be answered.’

Figure 6

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We have made similar operations for all our questions. We have selected
‘Multiple’, ‘Scale’, and ‘Matrix Scale’ for different type of questions. We have
marked Q1 - Q21 as ‘Must be answered’ and each time the respondent select
the options ‘others’ a blank will show up.

When it came to multiple choice questions, some options of of those should be
exclusive. For example when we asked the reasons why users uninstalled 360
Security Guard, there is a ‘Still using’ option. Logically, if a user is still using
360, there would be no reason for them to uninstall the software. Therefore, we
have set this single option as ‘Exclusive’ to guide respondents and to ensure
results of a good quality.

Figure 7

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And for the open-ended question (Q22), we have selected ‘Fill in the blank’
and limited the answer within 20 words.

Figure 8
After editing acknowledgement page and setting the questionnaire to ‘one
question each page mode, the questionnaire was ready to publish, with a
simple click.

Figure 9

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Sampling service
Only after the launch can people access to the questionnaire, and here the
data collection process started. However our target audience would not access
to the questionnaire all by themself. Therefore, we needed to attend to the
sampling service, for reasons that we have previously explained in section
Data Collection Methods. The platform has also showed a link to its service.

On average, more than 10 million people fill out questionnaires on the
Wenjuanxing platform every day. It can reach nearly 300 million users every
month, and it can deliver accurate questionnaires based on user interest tags,
car owners, mothers and babies and other groups.

Since we expected completely random respondents, we have not chosen any
tag.

Figure 10

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And the cost of not 100 samples with no filter tags is around USD 57, including
a additional fee for less than 200 valid samples and a invoice tax.

Figure 11
The platform promised a Recovery Cycle within 7 days, regarding the amount
of valid samples required, and we got a total of 192 samples after 3 days.
Among these 78 samples are marked invalid since the average time of
answering each question is less than 3 seconds. Therefore, we eventually got
115 valid samples. And the data analysis process will base on these samples.

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VI. Findings
In this section, all figures are screenshots taken from the Google translation
transcript of the Chinese questionnaire platform Wenjuanxing. For any
confusion, please refer to Appendix - B: Default report of 360 Security
Guard User Experience Questionnaire.
With the support of the questionnaire platform Wenjuanxing. We are able to
see specific answers and the Statistical Report. We can also set filters by
questions and cross analyse the results between questions. In the default
report we can see the percentage of answers of each question.

Figure 12
Views full statistics in Appendix - B: Default report of 360 Security Guard
User Experience Questionnaire.

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The main user group
After summarizing answers from Q1 - Q9, most of 360 Security Guard users
are between 16 and 45. Most of them are undergraduates and their education
is not related to computer. They are on a medium level in computer security
awareness and knowledge of computer and internet security. They actively
download antivirus software and manually check their security situation once a
week. 360 Security Guard does not suit all their needs, for over half of the
users of 360 Security Guard also has another antivirus software, and most of
their first choice is Tencent Computer Manager. The result of Q17 also
supports this finding.

Figure 13

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General evaluation of user experience
Most of 360 Security Guard users are people who would accept pop-up
advertising, which matches the strategy of the software. They have affirmed
the ease of use of the software but only half of them continues to user 360
after two years of usage. Moreover, according to the result of Q12, some of
these part of users may still uninstall 360 Security Guard.

Figure 14

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Rating of elements which causes dissatisfaction
According to the results of Q12, we have ranked the 3 most unsatisfying
features, as such:

1. Too many advertising pop-ups. (70%)
2. Affects the boot speed and the system slows down. (47%)
3. Unauthorized installation. (41%)
Since during the questionnaire edit we have set the option ‘Still using’ to
exclusive, we have here 66 respondents who have uninstalled 360 Security
Guard from their computer over 115. Therefore the percentage calculation
above is based on the number 66.

Figure 15
The other two elements are ranked as:

4. Alternate security software installed. (38%)
5. The function does not meet the requirements. (32%)

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The result is not surprising that pop-up advertising is on very top of all features
why computer user choose not to use 360 Security Guard. This feature has
always been a defect for most free services in the market. The software
disable pop-ups from other service producers and put its own content, which
could be the main reason people call 360 Security Guard itself the biggest
‘malware’.

Evaluation from different genders
From the result of Q1, this is no significant gap between the numbers a males
and females. For the reason that male and female has different activities with
computer, we decided to looked deeper in statistics with gender filter.
A big difference comparing to the general statistics showed up when it comes
to Q13, elements that causes malfunction of 360 Security Guard.

Figure 16

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Open-ended Question
We have collect 83 responds for this question but most of them are ‘none’.
Eventually we counted keywords occurrence for a total of 34. Among these
responses, ‘Ads’ is mention 9 times and ‘pop-ups’ is mentioned 4 times.

Figure 17
Other findings
According to the results of Q14, we have found that over 64% users are
currently using Windows 10. Therefore when Qihoo optimize 360 Security
Guard in the future, they should prioritize the compatibility and the appliance
on Window 10.

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VII. Discussion
1. Product design
What we have found after survey is not far from the hypothesis during previous
research. People weekly check their computer security situation, while daily
even hourly pop-ups are driving them away from 360 Security Guard. With
more specific statistics, over 57% of the user have stopped using the software.

Among all features that cause dissatisfaction, pop-up advertising ‘contributes’
especially the most. In the meantime, slowing down the system, unauthorized
software installation and false positives against some normal software are also
issues that need to be taken seriously by Qihoo.

360 Security Guard, with a free-to-use strategy, should balance the
commercial interests and user experience. Sacrificing a few benefits may allow
360 Security Guard to stabilize its existing market position, and to expand the
business area with a group of loyal customers.

2. Communication
On the basis of improving the product, it is also very important to maintain
communication with users. It can not only make existing users maintain
confidence in 360 Security Guard, but also restore users lost in the past to a
certain extent, and even gain new users. When this project came to the

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promotion phase, we have proceeded a simple digital audit, trying to find out
which platform is the most suitable to promote the improvement of 360
Security Guard. However, we have found that Qihoo has little voice on
mainstream social media platforms such as Weibo and Douyin, which may be
the result of lacking of constant content output.

Figure 18
For example, 360 Security Guard on Douyin has only 184 followers, and 56k
likes to its 151 posts. And while searching the keyword ‘360 Security Guard’ on
Douyin, results on the top are videos talking about getting rid of the pop-ups of
360 Security Guard, and comments under which are suggesting the
uninstallation.

Therefore, Qihoo should spend more effort on adapting the internet
environment. And a promotion campaign focusing on improvement of the
software would be a suitable opportunity.

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VIII. Strategic objectives
1. Product design improvement
In order to improve user experience and to maintain loyalty of customers, it is
urgent for Qihoo to optimize the performance of 360 Security Guard.
Otherwise the user base will be quickly taken by other competitors such as
Tencent Computer manager.

Pop-up Ads
In terms of advertising, users would expect zero pop-ups. However, it accounts
for a large portion of 360 Security Guard's total revenue. Therefore we need to
offer user a compromise solution.

Software recommendations
For a long time, 360 Security Guard is recommending other softwares after
installation of 360 itself, with a default option ‘Agree to download’. On one hand,
users would not see these recommendations ever after. While on the other
hand, it has made users unnecessarily allergic because once they don’t pay
attention, they would be installed unwanted softwares. Therefore, we need to
provide a better recommendation method, which is more acceptable to users
and more favorable to clients.

2. Visibility of the improvement

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As a tool software, the tradition way to illustrate improvements is to put them
into the changelog of version update. It means that only the people who is
currently using 360 Security Guard could see it, and more specifically, users
who has not disabled the update function.

However, since our goal is to stop the user lost and gain new users, the
traditional way is not enough. We have to ensure more visibility of the
improvement, and let people know that 360 values their user experience.
Hence we could adopt social media to promote.

3. Relationship with users
Communication is never a one-way speech. In order to build a strong
relationship with user, it needs repeated interactions between the brand and a
user that start to reflect similar characteristics of relationships between people.
Existing contents of 360 Security Guard on Douyin shows that it has only
simply suggest solutions to computer problems that users may encounter, but
never respond to any comments. In a word, it has been informing but not
communicating with the audience. Therefore, 360 Security Guard could give
more reactions to comments, even to positive ones.

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IX. Tactical plan
1. Interface design
a) Pop-up Ads
As a large portion of 360 Security Guard's total revenue, pop-up ads should
not be totally removed from a free software. However, if users get annoyed and
delete 360 from their PC, the value of adverting slots on the software will
decrease and consequently there will be less benefits. Therefore, a
compromise solution would be offering an option for users to reduce the
frequency that they receive these pop-ups. The option could be realized by
putting a button next to the ‘close’ button. (See Demo - Pop-up Ads interface
in section X - Creative materials)

b) Software recommendations
The current recommendations are after the installation of 360 Security Guard,
while we could move it to elsewhere for example on the bottom of each pop-up
Ads. On one hand, it could reach the audience constantly, instead of only once
per installation of 360 Security Guard, which is high-likely to be once by each
user. On the other hand, the pop-up ads would be more acceptable to users by
suggesting other useful softwares. Moreover, these recommendations should
be relevant to current software usage of each user. (See Demo - Software
recommendations interface in section X - Creative materials)

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2. Social media promotion
Currently in Chinese market, there are three platforms where most computer
users spend their time on social activities, which are WeChat, Douyin and
Weibo. Among these three platforms, users of WeChat focus on Circle of
Friends, where Tencent has not offer much space for marketers. Therefore
Qihoo could promote 360 Security Guard on Weibo and Douyin, where users
would want to browse for new and interest things.

a) Weibo
Weibo is a traditional social media platform. We could launch a classic online
promotion campaign. The first advantage of advertising on Weibo is that Weibo
focused accurately the target group than ordinary advertisements, and the
coverage of Weibo advertisements is wider and more informative. Secondly,
Weibo is highly interactive. Using Weibo can allow Qihoo to have more
interactions with the audience. And at the same time, there are more
exchanges and interactions between user. High interactivity could help to
increase consumers' awareness of the 360 Security Guard and its
improvement. Moreover, all comments including the negatives ones can be
timely known to the advertiser and improve the strategies.

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There are two way of advertising that we should proceed in order to maximize
the visibility: 1) Independent advertising. Enter the personal homepage, click
the management center, and we could see a marketing promotion on the left,
click to expand the column, and then click the search promotion under the
column. 2) Sina platform advertising. We can reach an agreement with Sina to
advertise on Weibo.

b) Douyin
Douyin, based on a different algorithm which evaluates the performance of
each video before further spread, does not directly offer advertising service.
Therefore, the quality of the promotion content of 360 Security Guard is very
important. Another effective way to promote on Douyin is to seek cooperation
with KOLs. While we don't have complete control over the content of their
videos, it allows the message that we want to communicate to spread quickly.

3. Promotion picture:
AIDA model:
Attention: Strong color contrast. Highlighting the improvement of ‘Ads.’
Interest: Show the simplicity of the operation.
Desire: Explain to audience the core value of 360 Security Guard.
Action: Show the icon and name to let people use 360 Security Guard
(See Demo - Promotion picture 1 in section X - Creative materials)

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