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日化产品广告中的“另类”近年来,在各种行业的广告中,日化用品类广告占据了举足轻重的位置,其广告宣传费用、时间(版面)、频率和其它行业相比属于前列。在众多的日化用品广告中,诉求的形式和手段可谓色彩纷呈,令人眼花缭乱。但同时不难发现,它们在策略和表现上却大同小异。在策略方面,宝洁公司市场细分道路的巨大成功引起了业界人士的普遍关注,特别是在洗发水市场上潘婷、飘柔、海飞丝、沙宣、润妍五大品牌以其各自鲜
In recent years, in various industries advertising, daily chemical products ads occupy a pivotal position, advertising costs, time (layout), the frequency and other industries are among the forefront. In a large number of daily necessities ads, the demands of the form and means can be described as colorful, dazzling. But at the same time is not difficult to find that they are similar in terms of strategy and performance. In terms of strategy, the great success of Procter & Gamble’s market segmentation caused widespread concern in the industry, especially in the shampoo market Pantene, Rejoice, Head & Shoulders, Sassoon, Run Yan five brands with their respective fresh