约翰·卡普斯在《久经考验的广告术》书中。记述了一项重大的观察.他发现不同诉求策略的广告,效果可以相差19.5倍。从我多年的广告与营销业经验看来,我认为他说得一点不错。更为重要的是,经过40年的研究和实践,我已经知道了其中的关键。首先让我举个例子。你认为百事可乐的广告怎么样?百事可乐面世100多年来从未停止过广告,但一直杂乱无章,营销一 John Caps is in the book “Proven Advertising.” Recorded a major observation, he found that advertisements with different appeal strategies had a 19.5-fold difference in effect. From my many years of advertising and marketing experience, I think he’s a good point. More importantly, after 40 years of research and practice, I already know the key. First let me give an example. What do you think of the Pepsi ads? PepsiCo has never stopped advertising for more than 100 years, but has been disorganized and marketed