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诉求点的准确,也许可以成为一个好广告的前提,却远远不是全部。我们经常可以看到一些广告,广告主感到已经找到了问题的要害,说出产品与众不同的特性,并且刊登在接触率最高的媒体上,然而,消费者却反应不大,销售局面不见打开。那么,这类广告很可能只是讲了一大堆关于产品特性的技术术语,而让消费者感到这些东西是与他毫不相关的。也就是说,这些广告找对了诉求点,却没有能够把它转化为与消费者息息相关的利益点。因此,广告创作的重要组成部分,就是把诉求点升华为利益点。这个过程大约可以划分为两个阶段:
The accuracy of the appeal point may be a prerequisite for a good advertisement, but it is far from all. We often see some ads, advertisers have found the key to the problem, out of distinctive product features, and published in the highest contact rate of the media, however, consumers are not responsive, the sales situation is not open . Then, such ads are likely to just talk about a lot of technical terms on product features, and make consumers feel that these things are irrelevant to him. In other words, these ads find the right point of appeal, but failed to translate it into a point of interest and consumers are closely related. Therefore, an important part of creative advertising, is the sublimation point of appeal for the benefit of points. This process can be roughly divided into two stages: