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企业根据市场需求生产合适的产品,制定出合理的价格,并选择了恰当的分销渠道以后,就必须把产品的效用和价值告知预期的消费者,并说服他们购买,由此,广告就成为企业用以对目标顾客和公众进行直接说服性沟通的主要工具之一。通过研究西方一些企业的广告策略,一些学者认为,广告策略目前已在下述几个方面有所发展。
After the enterprise produces suitable products according to market demand, formulates reasonable prices, and selects appropriate distribution channels, it must inform the intended consumers of the effectiveness and value of the products, and convince them to purchase. Thus, advertising becomes a corporate enterprise. One of the main tools for direct and persuasive communication between target customers and the public. By studying the advertising strategies of some western companies, some scholars believe that advertising strategies have been developed in the following aspects.