美特斯邦威广告策略研究毕业论文.docVIP

毕业论文 （2011届） 美特斯邦威广告策略研究 摘 要 广告策略实现、实施广告战略的各种具体手段与方法，是战略的细分与措施。常见的广告策略有四大类：产品策略、市场策略、媒介策略和广告策略。产品策略主要包括产品定位策略和产品生命周期策略，另外还有新产品开发策略、产品包装和商标形象策略等。关键词：Abstract Advertising strategy is to achieve the implementation of advertising strategy specific means and methods, and measures of strategic segmentation. Common advertising strategies are four main categories: product strategy, marketing strategy, media strategy and advertising strategy. Product strategy including product positioning strategies and product life cycle strategies, in addition to new product development strategy, product packaging and trademark image of the strategy. The main or most important advertising role is that it has become a commodity production and commodity circulation to promote the further development of an important and indispensable factor, that role with the development of socialized mass production and the development of commodity economy will become increasingly important . Therefore, the ad is to promote the economic development of the market one of the factors. Based on the literature review of advertising strategies based on the survey questionnaire can be designed, from product strategy, marketing strategy, media strategy, advertising strategies advertising strategy on the use of Metersbonwe to analyze current situation and found that the United States Tesi Bang Problems Viagra advertising strategies are: between spokesperson and product brand dislocation, disconnection; choose the marketing spokesman for the lack of overall planning; selection of clothing image of the spokesperson of the phenomenon of duplication; huge advertising effect is not obvious; the lack of new media Advertising campaign; Me City in positioning strategy, the lack of personality. For these problems, the proposed adjustment of the Strategy Metersbonwe advertising strategies and recommendations: Select brand new face need to be careful; to develop a complete marketing plan spokesmen; spokesperson contract with