市场营销专业毕业论文--广告对消费心理的影响研究.docVIP

摘 要 一般广告只能在短期内吸引消费者的注意，而内隐记忆的记忆效果则是长久存在于人心里的，并且它的抗干扰能力强，不会随着时间的推移而下降。因此广告通过对内隐记忆的合理运用，能帮助广告达到良好的广告效果，持续有效地影响消费者心理。本文运用文献收集发和个案分析法，来支持上述的观点。本文首先对内隐记忆的基本内容和特点进行了概述。其次，本文通过王老吉的广告这个案例来说明内隐记忆的运用在广告中的重要性！通过了解王老吉的成长历程以及历年的销量数据，提出问题：为何同样一件产品在对产品进行重新定位后，它的广告就会牢牢抓住消费者的心理，给企业带来巨大的利润，并且经久不衰？为解决这一问题，本文对王老吉进行了市场调查，并进行分析，解释广告是如何合理利用内隐记忆来影响消费者心理的。在此基础上，本文也给企业在广告宣传上如何有效运用内隐记忆提出了三个建议：做好充分的市场调查；准确分析消费者的需求；为消费者的内隐记忆提供更多的刺激。这样，使得消费者的内隐记忆更容易被激发出来，从而发挥它的重要作用，使广告更有效地影响消费者心理，从而实现购买行为的发生，给企业带来丰厚的利润。 关键词：广告，内隐记忆，消费者心理 Abstract General advertising can only in the short term attract the attention of consumers, but implicit memory results of memory is long exist in people of the heart, and its strong anti-jamming capability, not with the passage of time and decline. Therefore advertising through the implicit memory reasonable apply, can help advertising achieve good advertising effectiveness, continuous effectively influence consumer psychology. This paper uses literature collection method and case analysis, to support these views. This paper firstly implicit memory of basic content and features are summarized. Secondly, this paper use the example of WangLaoJi’s advertising to illustrate the implicit memory’s importance of using in advertising. Through understanding the growth course and WangLaoJi past sales data, ask questions: Why in the same product to product reorientation, it of advertisement will hold consumer psychology, brings to the enterprise huge profits, and enduring popularity? In order to solve the problem, this paper take a market survey about WangLaoJi, and analyse it to explain how the rational use of advertising is implicit memory to influence the consumer psychology. On this basis, the paper also give enterprise in the advertising on how to effectively use implicit memory puts forward three Suggestions: Make full market survey; accurate analysis of consumer demand; to provide more exciting of the implicit memory for consumers . So, making consumers more easily be implicit me