唐代诗人贾岛说:“二句三年得,一吟双泪流。”一首好诗凝聚了诗人长期锤炼的心血,能够感天动地、流芳千古。同样的一句普普通通的广告词为什么能拨动亿万消费者的心弦呢?因为它是广告人精心定位与独特创意的结果。广告定位,是针对现有产品(或劳务,以下均同)的创造性的思维活动,是指建立一个与目标市场有关的产品品牌或企业形象的过程与结果。在现代社会,任 A poet in the Tang Dynasty, Jia Dao, said: “Two sentences of three years have won a double tear flow.” A good poem embodies the poet’s long-term exercise of tempering. Why does the same commonplace ad break the hearts of hundreds of millions of consumers? Because it is the result of an advertiser’s meticulous positioning and unique ideas. Advertising is a creative thinking activity for existing products (or services, the same below), and refers to the process and result of establishing a product brand or corporate image related to the target market. In modern society, any