广告名人效应原理分析及实施策略探讨.doc 全文免费在线看

广告名人效应原理分析及实施策略探讨 摘 要 当前，随着企业的快速发展，为了能够吸引消费者眼球，越来越多的企业开始在其广告中注入名人元素。时下，各类名人广告通过代言活动的形式活跃在媒体中，但是企业对如何正确运用广告名人效应却没有一个系统的掌握。本文针对这种现象,对名人广告进行初步研究,。研究结果表明, 名人广告应该根据不同的产品特点不同的目标市场。最后,本文分析。 本文以中外诸多成功或失败的名人广告为例,对名人广告的等进行探讨和研究,对名人广告的提出分析依据,并为中国企业的名人广告行为提出建议。Advertising celebrity Analysis and Implementation Strategy of the principle. Abstract Now, with the rapid development of enterprises, in order to attract the attention of consumers, more and more enterprises begin to celebrities in their advertisements into the elements, therefore, various types of celebrity endorsement advertising activities through active in the media in the form, but the business Advertising on how to correct the implementation of the celebrity but not a system of control. In this paper, this phenomenon, a preliminary study of celebrity advertising, psychology and marketing from both aspects, the principle of celebrity advertising, celebrity advertising effectiveness analysis. The results show that celebrity advertising should be based on characteristics of different products, different target market and want to get results, principles of flexible use of celebrity advertising, select the appropriate ad spokesperson. Finally, the paper also analyzes the implementation of celebrity advertising should pay attention to. In this paper, the success or failure of many Chinese and foreign celebrity advertising, for example, the meaning of celebrity advertising, manifestations, effects, and to explore and study the implementation of the proposed analysis of celebrity based advertising, and celebrity advertising practices of Chinese enterprises to make recommendations. Key words：celebrity ads；the effect of celebrity ads；implementation strategy1.广告名人效应概述1 1.1广告与名人广告1 1.1.1广告的含义及其特点1 1.1.2名人与名人广告的含义1 1.2名人广告的表现形式2 1.2.1平面广告2 1.2.2影视广告2 1.3广告名人效应2 1.3.1广告名人效应的内涵2 1.3.2名人广告的正面效应3 1.3.3名人广告的负面效用4 2.广告名人效应原理及名人广告效果分析6 2.1广告名人效应的心理学原理6 2.1.1社会心理学中的“晕轮效应”6 2.1.2格式塔学派的基本观点“完形”6 2.2广告名人效应的营

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