廣告策略管理(ppt41)中英文-廣告策劃(文件)
【正文】 gy Attribute Statements 利益陳述 Benefit Statements* 包含全新的脂肪代用品 好吃但不含脂肪 Contains a new fat substitute Provides great taste but is low in fat 10秒內(nèi)殺死飛蟲 使用后不再有飛蟲 Kills insects within 10 seconds after spraying No insects running around after being sprayed 無味 Contains no fragrance 無刺激 Nonirritating 防止小孩使用的包裝 不用擔心小孩會被包裝遮蓋 Childresistant packaging No fear about child getting into package 殺死細菌 為我家人提供一個干凈的環(huán)境 Kills germs Makes my home healthier for my family 下載 有效去除油脂 令清潔更容易 Cuts grease effectively Makes cleaning easier 令表面充滿光澤 令事物回到最美麗一面 Has a high gloss shine Brings back your wood’s original beauty 吸味 令您的冰箱氣味保持清新 Absorbs odors Keeps your refrigerator fresh 每個技術(shù)特征都可寫出多個利益陳述 *Multiple benefit statements could be written for each technology attribute statement. 陳述技術(shù)支持點與利益點的范例 EXAMPLES OF TECHNOLOGY ATTRIBUTE AND BENEFIT STATEMENTS 下載 定位 POSITIONING* 品牌的 “ 定位 ” 是與競爭對手所設定的，如品牌具有的，比競爭對手好的，重要的利益或好處（通常是合理的）。單一承諾能從競爭對手中區(qū)分我們的品牌。 While BRAND POSITIONING defines a brand relative to other brands in its petitive set, BRAND ESSENCE defines a brand relative to its consumers bringing to life even the more emotional and intangible aspects of the brand. 可用的工具 TERMS USED IN “BAR” DECK 下載 品牌調(diào)性 BRAND ESSENCE* 品牌調(diào)性陳述應描述消費者與品牌之間的關(guān)系。這個是什么人？是否有重要的特征可從人群（其他品牌）中區(qū)分他或她的本質(zhì)？ Thinks of the brand as a person. What’s at the heart and core of this human being? Is there some quality deep within this person that distinguishes him or her from other human beings (other brands) in an important way? 可用的工具 TERMS USED IN “BAR” DECK 下載 品牌特征 BRAND CHARACTER 品牌特征陳述必須將其性質(zhì)清晰地與競爭對手區(qū)分開來。例如： The task or tasks the advertising can realistically acplish. Some examples: 品牌知名度的增加 Increase awareness of the brand 加強或改變品牌的態(tài)度 Reinforce or change an attitude about the brand 可用的工具 TERMS USED IN “BAR” DECK 下載 廣告目標 ADVERTISING OBJECTIVES 產(chǎn)生轉(zhuǎn)變 Generate trail 使消費信服并更多地使用產(chǎn)品 Convince consumers to use the product more often 可用的工具 TERMS USED IN “BAR” DECK 下載
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