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广告主题的选择是否得当,是决定广告成功与否的一个重要因素。欲使广告主题即广告的中心思想富有吸引力、说服力,引起受众共鸣,就必须对构成广告主题的三个因素,即广告决策、信息个性、消费心理作通盘考虑。一是广告主题的确立应体现企业根据营销决策而制定的广告决策。譬如,某商场为庆祝建场××周年而掀起销售高潮,采取折价等促销手段时,广告宣传就要与此密切配合,在广告主题中突出和体现这种策略,而不能脱离此策略另立广告主题。二是根据其信息个性选择最佳的广告主题。所谓信息个性,是指广告宣传的商品或劳务、企业、观念,与其他
The proper choice of the subject of the advertisement is an important factor that determines whether the advertisement is successful or not. To make the theme of advertising the central idea of advertising attractive, convincing, arouse the audience resonance, it is necessary to constitute the three elements of the theme of advertising, advertising decisions, information personality, consumer psychology for all considerations. First, the establishment of the theme of advertising should reflect the business decision-making based on marketing advertising decisions. For example, a mall to celebrate the occasion of the opening × × anniversary and set off the climax of sales, discount and other promotional measures, the advertising will work closely with this in the theme of advertising to highlight and reflect this strategy, and can not be separated from this strategy separately Advertising theme. The second is based on the personality of the information to choose the best advertising theme. The so-called information personality, refers to the advertising of goods or services, business, ideas, and others