浅谈广告在市场营销中的作用推荐.docVIP

PAGE 浅谈广告在市场营销中的作用 指导教师：宁立苗 姓名：王淼 专业班级：营销0902 学号：0904060223 摘 要 一件商品的成功与否取决于市场占有率的多少，所以，如何提高市场占有率一直是商家追逐的热点。广告，作为一种提供信息并且诱导购买的促销方式，已经越来越受企业的重视，它有着其他媒介无法超越的优势，广告能快速并高效地将产品推广到市场，让目标顾客认识、了解并购买商品，广告无疑是快速增加市场份额的首选方式。当然，在企业使用广告时，不可以无限制的随意使用，要注意预算、信息的选择等等，依托广告的作用，来增加销量，引导消费者。 关键词：市场营销，广告，促销方案，农夫山泉 Abstract A commodity success depends on how much of the market share, so, how to improve the business market share is always hot pursuit. Advertising, as a kind of providing information and induction of sales promotion way, buy already more and more attention by the enterprise, it has other media cannot exceed the advantage, advertising can quickly and efficiently will products to market, let the target customer understanding, understanding and the purchase of goods, advertising is undoubtedly rapid increase market share of preferred manner. Of course, in the enterprise use advertising, not unlimited free to use, must pay attention to the budget, the choice of information and so on, relying on the role of advertising, to increase sales, guide the consumer. Keywords: Market marketing, advertising, sales promotion plan, Nong fu shan quan 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc295667082 1.广告的含义 PAGEREF _Toc295667082 \h 4 HYPERLINK \l _Toc295667083 1.1 相关概念 PAGEREF _Toc295667083 \h 4 HYPERLINK \l _Toc295667084 1.2广告的重要性 PAGEREF _Toc295667084 \h 4 HYPERLINK \l _Toc295667085 2．广告的实际应用 PAGEREF _Toc295667085 \h 4 HYPERLINK \l _Toc295667086 2.1 广告的推广 PAGEREF _Toc295667086 \h 4 HYPERLINK \l _Toc295667087 2.2农夫山泉的广告 PAGEREF _Toc295667087 \h 5 HYPERLINK \l _Toc295667088 2.3.1特立独行，异于其他 PAGEREF _Toc295667088 \h 5 HYPERLINK \l _Toc295667089 2.3.2内容简单易记，迎合消费者 PAGEREF _Toc295667089 \h 6 HYPERLINK \l _Toc295667090 2.3.3广告源于产品特征 PAGEREF _Toc295667090 \h 6 HYPERLINK \l _Toc295667091 3.广告的作用 PAGEREF _Toc295667091 \h 6 HYPERLINK \l _Toc295667092 3.1传递信息，促进购买 PAGEREF _Toc295667092 \h 6 HYPERLINK \l _Toc295667093 3.2加强优势，良性竞争 PAGEREF _Toc29566