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回忆99年影视广告,商务通算是其中的优秀者,“呼机、手机、商务通,一个都不能少”和“科技让你更轻松”伴随着当红主持人李湘的演绎,响彻大江南北,商务通也风靡全国,毫无疑问这是一个成功的广告。还有一个广告也令人记忆深刻,从“今年过节不收礼,收礼就收脑白金”到“健康体,年轻态”,使脑白金深深印在消费者的脑海中,并带来了强大的购买力,无可质疑这也是一个成功的广告。说这两个广告成功主要是因为二者都带来了强大的市场销售力,其成功的根源在于其准确的产品定位和广告诉求。广告诉求是指通过广告将产品的卖点和品牌形象淋漓尽致的表现出来,从而以此打动消费者,使消费者产生购买,他包括产品定位、品牌定位和广告表现手法三个部分。商务通在这三个方面都算是成功的。首先恒基伟业将商务通的目标消费者定位在商务人士,这些人购买力强,对身份和地位特別看重,并且在内心里都认为自己是成功者,只要能让其提高身份和地位并给其带来成功感的
Memories of 99 years of film and television advertising, business is one of the most outstanding among them, “pagers, cell phones, business links, one can not be less,” and “technology makes you more relaxed,” with the popular host Li Xiang deduction, resounded through the river north and south, Also swept the country, no doubt this is a successful advertisement. Another ad is also memorable, from “this year’s holidays do not receive gifts, reception received melatonin” to “healthy body, young state”, so that Melatonin printed in the minds of consumers and bring A strong purchasing power, no doubt this is a successful advertisement. The success of both ads is that both have a strong marketing force and their success lies in their accurate product positioning and advertising appeal. Advertising appeal refers to the selling point of the product and the vivid display of the brand image through the advertisement so as to impress consumers and make consumers purchase. The product includes three parts: product positioning, brand positioning and advertisement performance tactics. Business Link in these three aspects are considered successful. First, Henderson Albert CHAN business target will be targeted at business people, these people are highly purchasing power, status and status of special emphasis, and in the heart that they are successful, as long as it allows them to raise their status and status and give it To be successful