苏垦讲义_如何做报纸广告.pptxVIP

报纸广告如何做？;Suncom Advertising;报纸广告十则 ?一、做有倾诉对象的广告 二、做打动自己和别人的广告 三、做有销售力的广告 四、做有策略的广告 五、做持续而统一的广告 六、做有个性的广告 七、做有沟通力的广告 八、做有趣的广告 九、做有承诺利益点的广告 十、做真实的广告;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;九、广告诉求不可人云亦云，也不可随心所欲。;　　报纸广告诉求有两种分类，从表现方式来看，分为感性和理性，前者动之以情，后者晓之以理。从诉求内容来看，分为销售型和形象型，前者以增进销售绩效为目标，后者以增进亲和力和信任度为直接目标。 　　实际操作中具体运用哪种诉求，切不可人云亦云，更不可随以所欲，而应该服从于楼盘营销的策略目标、策略条件和竞争环境，该用什么，就用什么。 ;十、我们应该假定受众对报纸广告进行两次阅读。;　　我们应该假定，受众可能对报纸广告进行两次阅读，第一次阅读是去浏览广告中那些显而易见的部分，就象征婚广告中的照片、性别、年龄、学历等；第二次阅读是去仔细阅读广告中的细部文字。受众是否进行二次阅读取决于第一次阅读是否吸引它，所以我们应尤为注重对广告中受众进行第一次阅读的图文内容的选择和处理，包括标题、定位语、标签性文字、主图像、广告基本图文结构等。 ;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;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)：　　　　 日期： Approved by (核准人)：　 　　　 　日期： Creative Director (创意总监)：　　　 日期：;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;　　－－标签性文字 　　　仅次于标题的需重点突出的文字： 　　案名、定位词、楼盘类型、 　　楼盘规模、广告流行语、 　　产品信息、价格状况、按揭、 　　发售状况 建设进程、销售进程;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advertising;Suncom Advert