Creative communication- the creation of attention resources.docVIP

 PAGE \* MERGEFORMAT 7 Creative communication: the creation of attention resources Beyond the horizons of passion A man carrying his right arm, looking upward, standing on the roadside, as if to see something in the sky. When one of the passers-by see, thought he was looking at what heaven do, standing next to him, also up looked at. Next, came a man, also standing next to the point of view, another guy - not a long street that many people gathered together and watched Yang Touxiang. At this time, the first person put down your hand and looked around, “What are you doing?”, “What are you doing?”, “My nose nosebleeds, and I was bleeding.” Seems that the Chinese people to new things, especially the “beyond their horizons,” the new thing, with unquenchable enthusiasm. It is based on the characteristics of “creative communication” using people “beyond the horizon,” the passion for the unknown, grafting brand message, positioning and selling the brand to achieve publicity. Definition of Creative Communication What is Creative Communication? Innovation vector is the link between brands and consumers, the establishment of the brand-specific associations of consumers and ultimately results in a purchase. He was not only limited to the areas of advertising creative, can include public relations, interactive and event marketing network, etc., multi-faceted marketing behavior. The so-called creative communication, its essence is to create a kind of attention resources. That is, to the “out of the consumer outlook,” the communication carriers, the establishment of a specific brand association, so that consumers had in the past thinking not to accept our information. Therefore, creative communication, the first need a clear brand positioning and core selling point (that is, what specific brand association, followed by (the use of consumer enthusiasm for the unknown to find the right vehicle for communication, and neither is dispensable. A familiar example