亿利甘草良咽的广告策略研究.pdfVIP

亿利甘草良咽的广告策略研究 摘 要 广告作为营销传播的手段，具有十分重要的地位，是营销传播成功的关键。 但是，目前许多企业的广告却在花费了巨大的广告费用之后，广告创意难以与产 品和市场契合，得不到消费者的认可，无法发挥预期的广告效果。本论文通过对 内蒙古亿利集团的亿利甘草良咽的广告策略研究，系统地分析了该产品的诉求定 位、广告创意定位、广告创意表现及创新的媒体组合策略，阐述了这些因素在亿 利甘草良咽的传播中所发挥的积极的作用，总结出了亿利甘草良咽广告获得成功 的必要条件。以期为其他企业寻找自身广告失败的问题症结带来一些启示，同时 为今后制定出正确的广告策略提供借鉴。 关键词：诉求定位，创意定位，创意表现，品牌形象，媒体组合 I 亿利甘草良咽的广告策略研究 Abstract To be the sales promotion of selling transmission, advertisements play a very important role and come to be the key part of selling transmission. However, nowadays after the large expenditure of advertisements invested by most of industries, it is hard to mediate the compatibility between the innovation of advertisements and products and the market. Thus the consumers to make the expectant effect of the advertisements can’t certificate it. This thesis systematically analyses the communication orientation of this kind of product, the innovation orientation, the style of advertisements’ performances, the combination manner of innovative media, and demonstrates the active effects exerted in its advertisements via the research of advertisements maneuver of Yi Li liquorices pharyngeal produced by inner Mongolia Yi Li Company. It concludes the successful necessary conditions of the Yi Li liquorices pharyngeal. It also points for other companies the direction of sticking points of seeking the advertisements failure of itself. At the same time, it provides the reference of making the correct advertisement maneuver in the future. Key words: Communication Orientation, Innovation Orientation, Innovative Performance, Band Visualization, Media Combination II 亿利甘草良咽的广告策略研究