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产品形象代言人,充斥着我们身边的各个角落:路牌、招贴、报纸杂志,随手打开电视,就能看到代言人们紧靠商品,微笑着跟你说着某种商品的种种好处:而且形象代言人被用于各类商品,衣食住行玩,无一幸免。然而,运用形象代言人特别是运用明星做形象代言人的最大特点之一就是费用昂贵,从几十万到几百万甚至是几千万,然而为什么众多企业还是乐此不疲?最大的原因之一可能就是在市场竞争日益激烈的今天,企业希望通过形象代言人,达到快速扩大知名度、产生好感、给消费有力的理由,产生购买冲动,以达到其营销目的。
Product spokesperson, full of all around us: signs, billboards, newspapers and magazines, readily open the TV, you can see the endorsement people close to the goods, with a smile to tell you the benefits of a commodity: And the image of the spokesman was For all kinds of goods, basic necessities to play, no spared. However, the use of image spokesman, especially the use of celebrities as spokespersons one of the most prominent feature is expensive, from hundreds of thousands to millions or even tens of millions, but why many companies still bored? One of the biggest reasons may be in the Today’s market competition is fiercer and fiercer. Enterprises hope that through image spokesmen, they can quickly expand their popularity, generate goodwill, give strong reasons for consumption and generate purchasing impulses in order to achieve their marketing purposes.