弟三部分广告表现策略

《弟三部分广告表现策略》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、第四章广告表现Evaluationonly.CreatedwithAspose.Slidesfor.NET3.5ClientProfile5.2.0.0.Copyright2004-2011AsposePtyLtd.Evaluationonly.CreatedwithAspose.Slidesfor.NET3.5ClientProfile5.2.0.0.Copyright2004-2011AsposePtyLtd.第一节功能诉求策略一、解决问题——USP理论1．直接。2．由消费者说服消费者。3．反面论证。1．表达科学。2．生动形象。3．正确运用

2、对比二、强调表达注重实效Evaluationonly.CreatedwithAspose.Slidesfor.NET3.5ClientProfile5.2.0.0.Copyright2004-2011AsposePtyLtd.Evaluationonly.CreatedwithAspose.Slidesfor.NET3.5ClientProfile5.2.0.0.Copyright2004-2011AsposePtyLtd.第二节情感诉求策略一、明确范围二、关注目标对象1．产品的目标消费群呈现多元化时2．产品本身蕴含感情因素3．利用感情色彩浓郁

3、的节日三、讲究表达方式1．以真情贯穿始终。2．消除戒备心理，巧传产品信息。3．发挥文化传统优势，迎合受众价值观Evaluationonly.CreatedwithAspose.Slidesfor.NET3.5ClientProfile5.2.0.0.Copyright2004-2011AsposePtyLtd.Evaluationonly.CreatedwithAspose.Slidesfor.NET3.5ClientProfile5.2.0.0.Copyright2004-2011AsposePtyLtd.第三节名人广告策略一、名人广告效应1

4、．引起注意，快速产生市场效应。2．提升产品档次，增加品牌知名度和美誉度3．昭示企业实力，提高品牌信任度。Evaluationonly.CreatedwithAspose.Slidesfor.NET3.5ClientProfile5.2.0.0.Copyright2004-2011AsposePtyLtd.Evaluationonly.CreatedwithAspose.Slidesfor.NET3.5ClientProfile5.2.0.0.Copyright2004-2011AsposePtyLtd.二、如何用名人广告策略。1．名人细分是名人

5、甄选的前提。★要注意名人与产品的相关度★中国广告受众对明星的偏好有着明显的地方差异★不同年龄段的消费者对不同明星、名人的接受程度和喜爱程度不同Evaluationonly.CreatedwithAspose.Slidesfor.NET3.5ClientProfile5.2.0.0.Copyright2004-2011AsposePtyLtd.Evaluationonly.CreatedwithAspose.Slidesfor.NET3.5ClientProfile5.2.0.0.Copyright2004-2011AsposePtyLtd.Ev

6、aluationonly.CreatedwithAspose.Slidesfor.NET3.5ClientProfile5.2.0.0.Copyright2004-2011AsposePtyLtd.Evaluationonly.CreatedwithAspose.Slidesfor.NET3.5ClientProfile5.2.0.0.Copyright2004-2011AsposePtyLtd.Evaluationonly.CreatedwithAspose.Slidesfor.NET3.5ClientProfile5.2.0.0.Copyr

7、ight2004-2011AsposePtyLtd.Evaluationonly.CreatedwithAspose.Slidesfor.NET3.5ClientProfile5.2.0.0.Copyright2004-2011AsposePtyLtd.Evaluationonly.CreatedwithAspose.Slidesfor.NET3.5ClientProfile5.2.0.0.Copyright2004-2011AsposePtyLtd.Evaluationonly.CreatedwithAspose.Slidesfor.NET3

8、.5ClientProfile5.2.0.0.Copyright2004-2011AsposePtyLtd.Evaluationonly.Create