论文部分内容阅读
面临新世纪的到来,企业与企业之间不论势均力敌还是相差悬殊,都纷纷厉兵秣马,加入这一场世纪末的角逐.产品与产品的竞争正渐渐演变成广告与广告之间的竞争,当前有不少企业请明星拍广告,因为产品和明星的有机结合会起到预料之外的市场效果.对观众来说能在电视广告中看到自己喜爱的明星,自然是一件皆大欢喜的事.可是,对商家来说,选择好适合自己商品定位的明星就变的非常重要了.最近,江苏洁莱雅集团出100万元请范晓萱作为最新产品的代言人,此番举动在广告界着实又轰动了一把.
Faced with the advent of the new century, companies and companies, regardless of whether they are evenly matched or in great disparity, are rushing to compete in the end of the century. Competition between products and products is gradually becoming a competition between advertising and advertising. Businesses invite celebrities to shoot advertisements because the organic combination of products and celebrities will have unpredictable market effects. It is natural for viewers to see their favorite celebrities in TV commercials. However, For businesses, choosing a star that suits their product positioning becomes very important. Recently, Jiangsu Jielaiya Group made a million yuan, please Fan Xiaokai as the spokesperson for the latest product, this move in the advertising industry is also a sensation .