市场竞争中,企业如何宣传产品品牌,才可争夺到消费者更多的“货币选票”呢? 早些年著名广告人罗瑟·瑞夫斯的观点是:应该强调产品和竞争对手的差异性。时过境迁,生活在广告世界的观众,早已是“麻木不仁”。在大量的广告信息中,根本没有兴趣来背企业产品的描述词、质量说明书或价格清单。企业白花花的银子倒在广告海洋里,连泡都没几个。于是竞争高手再推新说:现代品牌宣传应转移为感性诉求,即在广告中表现某 Market competition, how to promote the product brand companies before they can compete for more consumer “currency votes ”? Early years, the famous advertisers Rosen Reeves view is: should emphasize the difference between products and competitors Sex. Time passing, the audience living in the advertising world, has long been “numb”. In a large number of advertising messages, there is no interest in describing products back to the descriptive word, quality manual or price list. Business executives pour in the advertising ocean, even the few bubbles. So the competition master again push the new said: modern brand advocacy should be transferred to the emotional appeal, that is, in the performance of an advertisement