试论功能性食品广告的情感营销策略  

On the Emotional Marketing Strategy of Functional Food Advertising

作　　者：潘丽娜[1] 李振海 Pan Lina;Li Zhenhai(Shanxi Cadre College of Economic Management,Taiyuan,Shanxi,030024;Shanxi Daily Agency,Taiyuan,Shanxi,030012)

机构地区：[1]山西经济管理干部学院,山西太原030024 [2]山西省日报社,山西太原030012

出　　处：《山西广播电视大学学报》2018年第2期85-88,共4页Journal of Shanxi Radio & TV University

摘　　要：功能性食品广告——松果体素、脑白金、竹叶青酒、劲酒、南方黑芝麻糊等功能食品的广告与营销案例,从礼品化开发、情感营销的广告效果、广告效果的长期性、功能食品广告的情感思维几个方面体现出明显的特点,也预示了功能食品广告在情感营销策略方面的发展趋势。Functional food ads the advertising and marketing cases of functional foods such as melatonin, Zhu Yeqing, Jinjiu, Southern black sesame paste, etc, show obvious characteristics in several aspects, from the develop-ment of gifts, the advertising effect of emotional marketing, the long-term effect of advertising, the emotional think-ing of functional food advertising, and it also indicates the development trend of functional ifod advertising in emo-tional marketing strategies.

关 键 词：功能性 情感营销 广告效果长期性 情感思维 

分 类 号：G712[文化科学—职业技术教育学]