房地产市场营销学（第二版）-案例五报纸广告如何做.pptVIP

B POINT:DESIRED BELIEF BEHAVIOR [广告后消费者的行为和认知] How would you like him to behave, and how would he explain that behavior in his own words? A-B POINT BUTTON:OUR PROMISE [创意爆点·承诺传达·我们的承诺] What will you say to him to affect that behavior? SUPPORTS/REASONS WHY [承诺支撑点·支持理由] Why will he believe you?? TONE MANNER/THE AD’S BEHAVIOR [调性·风格] How will he hear you? How will this ad look, feel, or sound different to him? ?BRAND PERSONALITY [拟人化品牌个性] BRAND ASSETS [品牌资产] What brand properties and equities currently exist? CREATIVE Elements [创意元素] REMARK [其他必要提及] OTHERS [注意事项] Submitted by (提交人)：