约翰·卡普斯在《久经考验的广告术》中,记述了一项重大观察,发现不同诉求策略的广告,效果会相差19.5倍。我认为他说得一点不错。更为重要的是,经过40年的研究和实践,我已经知道了相差的关键在哪里。 首先让我举个例子。百事可乐自面世以来从未停止过广告,但一直杂乱无章,营销一 In a “proven advertising technique,” John Kapuf recorded a major observation that found that advertisements with different appeal strategies had a 19.5x difference in effect. I think he put it well. More importantly, after 40 years of research and practice, I already know where the difference lies. First let me give an example. PepsiCo has never stopped advertising since its launch, but has been disorganized and marketing one