广告媒体的变化趋势对ELM理论应用的影响  

Influence of New Trends in Advertising on the Application of ELM

作　　者：丘灵[1] 包映蕾[1] 

机构地区：[1]广东农工商职业技术学院国际交流学院,广东广州510507

出　　处：《广东农工商职业技术学院学报》2014年第3期62-66,共5页Journal of Guangdong Agriculture Industry Business Polytechnic

摘　　要：消费需求在我国的经济增长模式中起着越来越重要的作用。要想有效地刺激消费者的购买欲望,需要强化市场营销策划人员在广告与促销手段上的说服能力。在理论研究中,ELM是比较权威的以心理角度进行说服性分析的理论,而在广告与促销的实际应用中,市场营销管理者需要结合当前广告媒体的变化趋势避免中枢途径和边缘途径使用的一些误区。consumer consumption is playing increasingly important role in China＇ s economic growth. In order to effectively stimulate the consumers＇ desire of buying, marketers should improve their abilities in using advertising and promotion to persuade their target audiences. ELM is an authoritative theory to conduct persuasive analysis in the psychological perspectives, but in the practice of advertising and sales promotion, marketing managers should consider current new trends in advertising to avoid some traps when they are using Central-route and Peripheralroute processes to persuade potential customers.

关 键 词：广告媒体 介入度 ELM理论 说服 

分 类 号：F713.8[经济管理—广告]