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昨天晚上睡觉前看了一条300万元制作的饮料广告片,今天早上到便利店买饮料时,头脑里还浮现着昨晚的广告片。眼前忽然一亮,另一个牌子竞推出了买大送小的促销,不买实在对不起自己,抓起来就往付款处跑。什么品牌形象广告已忘得一干二净。相信诸位对这样的场景一点也不感到意外或陌生吧。今天商家除了面对竞争对手的问题,最令人头痛的是花了几千万元所培养出来的品牌忠诚度可以在瞬间化为乌有,这确实是一个令商家沮丧的事实。1974年BBDO副总裁John Caples先生写了一本书称为《证明可行的广告方法》(Tested advertisingMethods),并受到大卫·奥格威的大力推崇,书中谈到了如何通过科学化与数据化的方法制作有效的广告,但随着市场的变化,消费者生活形式与价值观等方面的改变,许多理性的逻辑开始与感性混合交织成一幅错综复杂的解剖图。广告身负的重任不止更
Last night before going to bed read a 300 million production of beverage commercials, this morning to the convenience store to buy drinks, the mind also appeared last night’s commercials. Suddenly before the brightest, another brand of competing to buy big send small promotions, do not buy really sorry for myself, grabbed it went to the payment office. What brand image ads have been forgotten. I believe you are not surprised or unfamiliar with such a scene. Today’s business in addition to facing the problem of competitors, the most troublesome is that tens of millions of dollars have been cultivated brand loyalty can be blinded in an instant, this is indeed a fact frustrated business. In 1974, John Caples, vice president of BBDO, wrote a book entitled “Tested advertising Methods,” highly respected by David Ogilvy, who talked about how science and data However, with the changes in the market, changes in the life forms and values of consumers, many rational logic starts to be interweaved with sensuality into an intricate anatomy. Advertising burden more than more