论广告创意对企业营销的作用.docVIP

毕业论文 题 目 论广告创意对企业 营销的作用 学 院 管理学院 专 业 工商管理 班 级 双管0801 学 生 周野 学 号 20072507079 指导教师 孙成栋 二〇一一 年 六 月 五 日 摘 要 如今市场营销行为已上升到创意竞争阶段，广告创意已成为企业在市场上强有力的营销武器。优秀的广告创意有效打破了消费者对于广告的屏蔽心理，形成有效记忆和购买欲望，同时也为企业带来了产品与品牌的双向效益。对广告创意的作用进行研究，将有利于企业准确的锁定市场目标，最大程度的传播其诉求信息。本文的研究将通过文献调查ABSTRACT Now marketing behavior has risen to creative competition stage, advertising creative has become enterprises in market powerful marketing weapons. Good advertising creative effective broke consumer AD about the shielding psychology, form an effective memory and desire to buy, but also for bring enterprise products and brands of two-way benefits. The role of advertising creative, will benefit enterprise accurate lock market objectives, the greatest degree of spreading its appeal information. This research will through the literature investigation, citing the domestic and foreign typical case method, through advertising market environment, sales, systems orientation, establish brand image to discuss advertising creative aspects of theory of enterprise marketing, and combined with the specific function in the use of advertising creative enterprises related problems, through the creative principle and medium choice as the main contents of research, draw the corresponding countermeasures, in order to better guidance for enterprises in market marketing the use of creative thinking of advertisement. Key words：Creative advertising; Marketing; Consumer; media 目 录 摘要……………………………………………………..…….….……………………II ABSTRACT………………………………………….……………………..……………. Ⅲ 一、前言…………………….…………………………………………….….……………..1 二、广告创意概述…......................…...…..….………………………….…..….………….3 (一) 广告创意及相关概念界定…………………………………………………..3 1. 广告创意基本内涵……………………………….…………………………...3 2. 营销策划………………………………………….…………………………...3 (二) 广告创意在在企业营销中的发展背景…………………...…