报纸广告的做法讲解.ppt

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? Suncom Advertising 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? Suncom Advertising SUPPORTS/REASONS WHY [承诺支撑点·支持理由] Why will he believe you?? Suncom Advertising 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? Suncom Advertising ?BRAND PERSONALITY [拟人化品牌个性] Suncom Advertising BRAND ASSETS [品牌资产] What brand properties and equities cur