广告创作对品牌打造的神秘牵引力探讨  

The investigation of the mystery traction force of the advertisement creation to the brand-making

作　　者：邹克瑾[1] 

机构地区：[1]吉林工程技术师范学院

出　　处：《青年教师学报》2007年第6期11-14,共4页

摘　　要：广告是品牌、品牌资产、品牌效应张扬的最有效载体，本文重在探讨广告在培养品牌打造过程中的神秘牵引力。挖掘品牌与众不同点的个性，培养受众对品牌的信任度，忠诚度。品牌定位是品牌推广的重要环节，品牌定位准确性会给消费者名副其实的印象。好的广告创作是将成功品牌内涵和外表文化、形象协调起来，把消费者对品牌需知度表达出来。广告创作要最大限度地了解和掌握受众层面的心态和需求，有效地联系品牌与受众，达到爱众乐意接受的最大化。The advertisement is the most effective carrier to spread the brand, brean assets and brand effect. The article aims to probe into the mystery traction force in the brand-making so that find out the personality of the brand different from other brands and cultivate the trust and loyalty of the consumers to the brand. The brand orientation is the important part of the spreading of the brand and the accuration of the brand will leave a faithful impression to the consumers. The excellent advertisement will harmonize the intension and extension of the brand successfully and express the knowing of the consumers to the brand. The creation of the advertisement needs to know and master the feelings and needings of the consumers to the most extent and combine the brand and the consumers most effectively to make the consumers glad to receive the brand.

关 键 词：广告 品牌 牵引力 

分 类 号：F713.8[经济管理—广告]