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消费者的需求是永无止境的,这也正是厂家不断开发新产品的动力源泉。一般说来,新品上市之后,需要通过一些市场推广、营销手段来树立品牌形象,并与消费者之间形成一种有效沟通,从而让消费者对产品产生偏爱,建立起消费者对产品的消费忠诚度。著名广告大师奥格威认为,“品牌是一种错综复杂的象征。它是品牌的属性、名称、包装、历史、声誉、广告方式的无形总和”。在树立品牌的过程中,广告由于能带给消费者最直观的印象,因此首当其冲。
The demand of consumers is never-ending, which is exactly the motive force for manufacturers to continuously develop new products. In general, after the new product launches, it is necessary to establish a brand image through some marketing and marketing methods and form an effective communication with the consumers so as to make the consumers have a preference for the products and establish consumer’s consumption of the products loyalty. Well-known advertising master Ogilvy believes that “brand is a symbol of intricacies.It is the brand’s attributes, names, packaging, history, reputation, advertising invisible sum”. In the process of establishing a brand, advertisements bear the brunt of the most visual impression consumers can bring.