广告为品牌塑造导航  

Advertising is the pilot of brand-moulding

作　　者：张维城 

机构地区：[1]黑龙江财政专科学校,黑龙江哈尔滨150028

出　　处：《黑龙江财专学报》2001年第2期42-44,共3页Learned Journal of Heilongjiang Finance College

摘　　要：目前中国的广告即将进入以营销为主导的阶段。在这个阶段中广告在服务于“直效行销”的同时 ,应更加重视“品牌行销”。塑造品牌是广告的核心和灵魂 ,但是如何成功地塑造品牌 ,却是一个十分难做的课题。本文从以上几个比较重要的方面“点出”广告对品牌塑造的引导作用和促进功能。Currently,China's advertising will come into the marketing guiding stage.When the advertising serve the direct effect marketing,should pay attention to the brand-marketing.brand-moulding is the core and soul of the advertising,but how to mould brand successfully is a difficult subject.From some important aspects,the thesis point out that the advertising have an effect on the guiding and promotion function of brand-moulding.

关 键 词：广告 品牌 营销 “直效行销” 

分 类 号：F713.80[经济管理—广告] F76[经济管理—产业经济]