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不可否认,目前中国的日化行业是竞争最激烈的行业之一,电视媒体的广告也是暴露频次最多的。当雕牌带着浓浓的亲情向消费者狂轰乱炸的时候,当郭冬临叩开一扇扇门不厌其烦的唠唠叨叨的时候,人们真实体验到了这个行业竞争的激烈,但近来奥妙“去除99种污渍”和奇强“脏了吧”系列广告却给人更多的启发。从广告片的 ROI 模式评价指标来看,奥妙“去除99种污渍”和奇强“脏了吧”这两支系列广告在 R(Recognition,认同感)、O(Ownership,归属感),I(Information,信息的沟通与交流)等方面做的都不错。1、功能诉求到位。奥妙的广告,诉求点在于强调产品的去污能力。奇强“脏了吧”广
Admittedly, at present, the daily chemical industry in China is one of the most competitive industries, and the television media advertisements are also the most frequently exposed. When the Diao brand with a thick family affectionate to consumers indiscriminate bombing, when Guo Dong Lin knocked open a door annoying nagging time, people really experience the intense competition in this industry, but recently the mystery “ Remove 99 kinds of stains ”and odd strong“ dirty it ”series of advertising has given more inspiration. Judging from the ROI evaluation criteria of the commercials, the two series of advertisements, “Remove 99 Stains” and “Strongly Dirty”, are in R (Recognition, O, Ownership, I Information, communication and exchange of information) and so on are good. 1, functional appeal in place. Mysterious ads, the appeal is to emphasize the product decontamination ability. Odd strong “dirty it” wide