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企业的广告行为是和企业的广告目标相联系的。若格兰仕目前的广告目标主要是对格兰仕品牌的日常宣传维护,那么在维持现有的播出频率的基础上,格兰仕目前的整体广告策略基本没有问题。但在广告表现上仍存在着一定问题。 对于阿迪力篇,这则广告给人的总体感觉是广告信息传达混乱不清晰,整则广告既没有较好传达出产品形象的内涵,也没有产生明星纪实广告的效果。 首先,广告信息的传达应尽量做到简洁、集中,一针见血。本则广告首先要传达阿迪力走钢丝夺得吉尼斯世界纪录的信息(因为普通消费者对于阿迪力并不是很熟悉),接着传达阿迪力妻子使用格兰仕光波炉的信息,直到广告最后才传达出格兰仕光波炉高科技、烹制食品营养美味的信息。
Corporate advertising is linked to corporate advertising goals. If Galanz’s current advertising goal is mainly to maintain the daily propaganda of Galanz brand, Galanz’s current overall advertising strategy will remain basically unchanged on the basis of maintaining the existing broadcasting frequency. However, there are still some problems in advertising performance. For Adili’s articles, this ad gives the general impression that the confusion of advertising messages is unclear. The whole ad has neither better conveyed the connotation of the product image, nor did it produce the effect of a star documentary advertisement. First of all, the delivery of advertising information should be as concise, focused, sharply as possible. This advertisement first of all to convey Adidas tightrope wire won the Guinness Book of World Records (because ordinary consumers are not familiar with Adili), and then convey Adili wife Galanz oven information, until the end of the advertisement to convey Galanz High-tech optical oven, cooking food nutrition delicious information.