Product life-cycle of different advertising strategy selection.doc

 PAGE \* MERGEFORMAT 11 Product life-cycle of different advertising strategy selection Abstract: This paper through theoretical analysis, came to the conclusion enterprises should combine the various stages of product life-cycle characteristics of the scientific development of different advertising strategies, to achieve greater returns. Keywords:: product life-cycle brand advertising strategy Product life cycle refers to the products from entering the market to eventually withdraw from the market out of the whole process, the typical product life cycle consists of four phases: introduction, growth, maturity and decline. Enterprises to adopt a promotional strategy advertising, public relations, personal selling, promotion and so on, which ads have been recognized as the modern enterprise to expand the market, selling products most commonly used and most effective tool. Advertising strategy is defined as advertising campaign to achieve your advertising goals to take countermeasures and methods and means. At different stages in the life cycle of products, its market demand, market competition conditions, consumer psychology, marketing strategies have different characteristics, therefore, the various stages of the advertising strategy should also include the characteristics of different stages are different. Product Introduction phase Product introduction period is the official launch of new products, sales period of slow growth, which is characterized by a new developed products, performance, quality and lack of stability, the need to gradually improve; consumers are more familiar with new products, lack of full understanding and trust, because consumer acceptance of new products often require a slow trial process, the establishment of trust in the product will take some time. So, at this stage products in the market demand for smaller, slower sales growth; businesses to invest in a lot of R amp;amp; D and production costs, but also invested heavily in new p