有效广告语的创作策略分析
Net of business affairs of electron of interview of recreational originality character earns trends of home page news experience of dispatch promotion by-talk shares current position: Information home page > recreational originality > the creates strategy to analyse effective ad saying creation strategy of effective ad saying is analysed on Feburary 28, 2013 22:36:00 origin: 0 people click time money net pay close attention to us: Clear and strong position fixed position is to be creation the difference of this product and other product. The fixed position of new product is very significant, because consumer still does not have any impression to them, if your product is not the precede person of congener product, is footy competitor only, an unique competitive fixed position, the development that can be an enterprise provides lease of life. Successful ad saying with concentrated means to consumer accurate the location that transmits a product, can hold a position in consumer intelligence, become the delegate of some category and diagnostic commodity, achieve the long-term progress of the enterprise thereby. Ai Reese, Jackie Telaote is in “ fixed position “ one book middle finger goes out “ fixed position is not creation is new, different thing, it is the thing that the change occurs already in people brains, the connection that exists those already joins afresh rise. “ [2] Wang Laoji contrives at path light-year, have “ medical tea king “ say. Wang Laoji merged into 1997 wide drug group, brand access hires group general Wang Laoji to add much treasure company, poineering initial stage puts forward “ healthy family, accompany forever “ ad slogan, devoid individual character, cannot distinguish with the competitor, wang Laoji is in awkward market position all the time before 2002: Cantonese drinks cool tea to like to go cool tea shop, two wide the consumer habit beyond falls with medicaments fire, average without the habitual; that drinks cool tea consumer thinks Wang Laoji is cool tea, function leaving anger is remarkable, unfavorable often drinkable. Wang Laoji’s ambiguous product fixed position brings about his to cannot undertake the whole nation is sold, all the time not lukewarm not igneous ground is adherence two vast markets. The Wang Laoji after 2002 put forward “ be afraid of suffer from excessive internal heat, drink Wang Laoji “ ad saying, this ad saying let Wang Laoji cast off the fixed position difficult problem with old worry, ad saying decided Wang Laoji cool tea afresh the position in consumer memory -- the natural herb drink that prevents suffer from excessive internal heat, catchword let a product break through district limitation, the Chinese traditional medicine with light product successful transition is flavour “ precautionary get angry “ strong prop up. The key that Wang Laoji locates by right of this one clarity catchword let Wang Laoji stride a success well and truly one pace. The adaptability advertisement sign that notes time and district should pay attention to long-term interests, establish brand image in order to help to be a target. Effective ad saying appeals to seek power extremely strong, circulate easily again, often become the pronoun of product or enterprise, it is the asset with valuable brand, cannot change at will, do not pass the change of the changes as time and product lifecycle, ad saying also needs with when all is entered, but the change of ad saying follows the principle with brand core changeless value only, ability strengthens the conduct propaganda of pair of brand image, meet otherwise attenuant brand image. After Wang Laoji became the sponsor of Guangzhou Asia Game 2009, ad slogan turns into “ inferior carry has me, wonderful auspicious “ , in the motherland 60 weeks of time birth when, saying of ad of king old auspicious turns into again “ auspicious China absurd, china is become red “ . Ad saying is used simply “ auspicious “ homophonic, ground of as low as specific event administrative levels is simple and associated, fail to dig the immanent meaning of product and incident deep, and the
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