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一、消费者行为因素与广告传播的关系随着消费市场竞争的日益激烈,消费者主导地位的日益增强,消费行为也越来越复杂多变。在这种趋势下,企业只有准确把握目标市场消费者的特征,满足复杂多变的需求,才能在激烈的市场竞争中立于不败之地。复杂的消费者行为包括购买产品和服务之前的心理活动和行为倾向,以及具体的购买实践过程。成功的广告对消费者有六种影响力,包括吸引注意力、传播信息、情感诉求、进行说服、指导购买和创造流行
First, the relationship between consumer behavior factors and advertising With the increasingly fierce consumer market competition, increasing dominance of consumers, consumer behavior is more complex and ever-changing. In this trend, only by accurately grasping the characteristics of the target market consumers, to meet the complex and ever-changing needs, in order to fierce competition in the market remain invincible. Complex consumer behavior includes psychological activity and behavioral preferences before purchasing products and services, as well as specific purchasing practices. Successful ads have six kinds of influence on consumers, including attracting attention, spreading information, emotional appeal, persuasion, guiding purchase and creating popularity