劝说型广告.docVIP

劝说 Advertising is about selling.广告是卖。 By nature, advertising is neither neutral nor objective.从本质上看，广告是不够中立客观的。 Pleading its case through the strongest, most persuasive means, advertising informs, entertains and sells.起诉和销售的情况下通过最强大，最有说服力的手段，广告通知，招待。 Occasionally, it even inspires.有时，它甚至启发。 If advertising is about selling, then persuasion is how we get there.如果是卖广告，然后是如何说服我们到达那里。 BACKGROUND背景 Consumers are not persuaded by illogical or irrational promises and can see through ill-conceived ideas.消费者没有说服不合逻辑或不合理的承诺，可以看到通过患病的构想。 You might be surprised to learn that 80 to 90 percent of new products launched FAIL.你可能会惊讶地得知，80至90百分之新产品推出失败。 Smart marketers hold the utmost respect for their consumers in two ways: 1) delivering product quality and 2) using honest advertising.聪明的商家认为使用最诚实的广告尊重他们的消费者在二）方式：1）提供的产品质量和2。 Think about yourself as a consumer for a moment.现在想想自己作为一个消费者。 How do you respond to the advertising you are exposed to each day?您如何回应，有一天你的广告接触到每一个？ Do you run out and buy everything you see and hear advertised?你用完了，买你看到的一切和听到做广告吗？ Are you easily convinced that you absolutely need to buy a product?你很容易相信，你绝对需要购买的产品？ You may be starting to get a sense of how difficult it is to persuade someone.你可能会开始得到别人的感觉是多么困难的说服。 Before looking at some of advertisings greatest attempts, lets try to understand just what an advertisers challenge is.之前最大的努力寻找一些广告的，让我们试着去了解正是广告客户面临的挑战是。 Although our society is fortunate to have a proliferation of products and services, consumers must somehow wade through millions of products crammed on retail shelves and sort through thousands of marketing messages that fight for their attention every day.虽然我们的社会是幸运，有一个扩散的产品和服务，消费者必须通过某种方式涉水产品以百万计的零售货架上塞满和排序，通过每天数以千计的营销信息每一个争取他们的注意力。 Commercial messages appear just about everywhere - - on TV, in magazines, newspapers, billboards, on the radio, on buses, in phone booths, sports arenas, on the Internet, even in public toilets.商业信息显示只是到处- -电视杂志，报纸，广告牌，电台，巴士，在电话亭，体育场馆，在互联网上，甚至在公共厕所。 The average