广告螺旋理论的主要论点在于不同的市场情况应该采取不同的广告策略,可分为三个阶段:开拓阶段(Pioneering stage)、竞争阶段(Competitive stage)、保持阶段(Retentive stage)。所谓开拓阶段,是指新产品刚进入市场,市场上并没有或只有少数的竞争者,此阶段的广告功能必须以功能或用途为诉求重点。到竞争阶段,许 The main argument of advertising spiral theory is that different marketing strategies should adopt different advertising tactics, which can be divided into three stages: Pioneering stage, Competitive stage and Retentive stage. The so-called pioneering stage, refers to the new product just entering the market, there is no or only a few competitors in the market, this stage of the advertising function must be focused on the function or purpose. To the competitive stage, Xu