| 品牌管理:提升广告从吸引到说服的力度 |
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| 引用本文： | 梁桂军,汪亦红. 品牌管理:提升广告从吸引到说服的力度[J]. 浙江工业大学学报, 2005, 0(2) |
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| 作者姓名： | 梁桂军 汪亦红 |
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| 作者单位： | 浙江工业大学人文学院 浙江杭州310023 |
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| 摘 要： | 广告传播所处的媒介环境已发生巨大的变化,消费者搜集、辨析信息的能力逐渐增强,原先凭借成功的广告运作即可说服受众的时代渐去渐远。文章提出,品牌建设是广告投放的重要目的,有利于企业对广告运作的宏观调控,有必要将品牌管理延伸到广告运作当中。因此,要在广告运作中加强信息的支持,在广告传播中构建沟通的平台,提升广告从吸引到说服的力度。
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| 关 键 词： | 品牌管理 广告 信息 |
Brand management:promoting the effect of advertisement from attraction to persuasiveness |
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| LIANG Gui-jun,WANG Yi-hong. Brand management:promoting the effect of advertisement from attraction to persuasiveness[J]. Journal of Zhejiang University of Technology, 2005, 0(2) |
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| Authors: | LIANG Gui-jun WANG Yi-hong |
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| Abstract: | Environment of advertisement has changed greatly. The ability of consumer collecting and appreciating information becomes strong gradually. Persuading consumers is more difficult. The brand construction is the important purpose of the advertisement. It helps enterprises to have a macro control of the advertisement operation and it is necessary to extend brand management to the advertisement operation. Therefore, enterprises should strengthen the support of information in the advertisement operation and set up a platform of the communication in the advertisement so as to promote the effect of advertisement from attraction to persuasiveness. |
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| Keywords: | brand management advertisement information |
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