Refused to invalid advertising communication - to talk about advertising creativity in the theme UBRBP.doc
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Refused to invalid advertising communication - to talk about advertising creativity in the theme UBRBP
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Refused to invalid advertising communication - to talk about advertising creativity in the theme UBRBP
After the advertising communication, there is not going to work? This is the company’s most concerned about, the effectiveness of advertising communication What are the requirements? I am afraid that most businesses is difficult to say a one, two, three years, but advertising is often the final decision, enterprise standard measure of advertising is to determine the advertising, the key to success.
Based on the number of domestic and international advertising, branding, marketing theory, combined with his many years of brand management and image dissemination of practice on how to create effective advertising, advertising communication about the five themes, namely, the unique selling proposition USP (Unique Selling Proposition ), brand image theory (Brand Image), resonance theory (Resonance), brand personality theory (Brand Character), Positioning theory (Positioning), I called the advertising creative in UBRBP five themes, hoping to help business-to-ad The ū #326; election.
1, the unique selling proposition USP (Unique Selling Proposition).
USP is the R. Reis 5O years in the 2O century proposed a broad-impact advertising creative strategy theory, its basic elements are:
1. Each ad must be to consumers ‘, said a proposition (Proposition)’, we must let consumers know the products available to buy ads in what specific interests.
2. Emphasized the idea must be a competitor can not do or can not provide, and must state its unique, in the brand and rhetoric is unique. For example, the water is now on the market advertising, mineral water in the desperately emphasizing its rich variety of minerals, pure water is to emphasize its purity. Wahaha purified water ad phrase is: Wahaha purified water, my eyes only you, using an emotional appeal approach. The Robust pure water is a rational approach emphasizes the demands of its 27-floor clean
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