现在广告学(国外英语资料).docVIP

现在广告学(国外英语资料) The second part is the formulation of marketing strategy and advertising strategy The fourth chapter is marketing and consumer behavior: the basis of advertising activities Marketing is the process that enterprises meet consumer demand for products and then make profits. Marketing focuses on the special relationship between customer demand and product functionality, effectiveness, or psychological utility. The core of marketing is that buyers and sellers feel the exchange is equivalent. Meeting the needs is not only the goal of the customer, but also the target of the seller. Advertising refers to the promotional function of the marketing process. It is one of the tools sellers use to inform, persuade, and remind customers (customers) about the value of their products and services in meeting their needs. The effect of advertising depends on advertising in communication skills, also depends on the correct implementation of other enterprise marketing activities such as market research, such as | 11 / 11 pricing and product distribution capabilities. There are three parties involved in the marketing process: the customer, the market and the seller. In order to arrive at the market and the market, advertisers must effectively integrate the information about consumer behavior with the art of dissemination. Advertisers study the behavioral characteristics of large groups and then create advertisements for these groups. Successful advertisers are well aware of the complexity of consumer behavior and are aware that consumer behavior is governed by three individual processes: perception, understanding and persuasion, and motivation. These processes determine how consumers view the world around them, how to understand information, how to cultivate habits, how to meet their needs, and realize their motivation. There are two other influences that influence consumer behavior. These two effects are interpersonal influences (consumers family, social and cultural) and