企业作广告宣传自己的产品或服务以促进销售及建立品牌已成为共识,但是广告策略的运用方法及技巧并非广告主都清楚。在目前的广告市场上,大量的广告信息充塞人们的耳目,如何有效而正确地利用广告,把产品的特性正确、清晰地传达给消费者,无疑是非常关键的。如果广告所传递出来的讯息导致消费者产生了错误的印象,或者广告诉求无力、无重点,就有可能让这个产品一败涂地。那么,这些广告企划的失败案例又能给我们什么启示呢? It has become a consensus that companies advertise their own products or services to promote sales and build brands. However, the use of advertising strategies and techniques are not clear to advertisers. In the current advertising market, it is undoubtedly crucial that a large amount of advertising information fills people’s ears and ears, how to effectively and correctly use advertisements, and correctly and clearly conveys the characteristics of products to consumers. If the message delivered by the advertisement causes the consumer to have a wrong impression, or if the advertisement is weak or unfocused, it may cause the product to fail. So, what can we learn from these failed failures in advertising planning?