廣告策略分析報(bào)告(文件)
【正文】 ying No insects running around after being sprayed 無(wú)味 Contains no fragrance 無(wú)刺激 Nonirritating 防止小孩使用的包裝 不用擔(dān)心小孩會(huì)被包裝遮蓋 Childresistant packaging No fear about child getting into package 殺死細(xì)菌 為我家人提供一個(gè)干凈的環(huán)境 Kills germs Makes my home healthier for my family 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(gè)技術(shù)特征都可寫出多個(gè)利益陳述 *Multiple benefit statements could be written for each technology attribute statement. 陳述技術(shù)支持點(diǎn)與利益點(diǎn)的范例 EXAMPLES OF TECHNOLOGY ATTRIBUTE AND BENEFIT STATEMENTS 定位 POSITIONING* 品牌的“定位”是與競(jìng)爭(zhēng)對(duì)手所設(shè)定的，如品牌具有的，比競(jìng)爭(zhēng)對(duì)手好的，重要的利益或好處（通常是合理的）。單一承諾能從競(jìng)爭(zhēng)對(duì)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 品牌調(diào)性 BRAND ESSENCE* 品牌調(diào)性陳述應(yīng)描述消費(fèi)者與品牌之間的關(guān)系。這個(gè)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 品牌特征 BRAND CHARACTER 品牌特征陳述必須將其性質(zhì)清晰地與競(jìng)爭(zhēng)對(duì)手區(qū)分開(kāi)來(lái)。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(qiáng)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 廣告目標(biāo) ADVERTISING OBJECTIVES 產(chǎn)生轉(zhuǎn)變 Generate trail 使消費(fèi)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 廣告目標(biāo) ADVERTISING OBJECTIVES 產(chǎn)生轉(zhuǎn)變 令消費(fèi)者信服并以新的方式使用產(chǎn)品（增加市場(chǎng)份額） Convince consumers to use the product in new ways (to generate incremental business volume) 令消費(fèi)者信服并尋求更專業(yè)的意見(jiàn) Convince consumers to seek advice for ma professional 等 Etc. 可用的工具 TERMS USED IN “ BAR” DECK 以上題目可發(fā)展更多細(xì)節(jié)模板 More detailed modules are being developed for this topic. 謝謝！ Thank you ! 可用的工具 TERMS USED IN “ BAR” DECK 謝 謝 :45:0807:4507::45 07:4507:45::45:08 2023年 2月 26日星期日 7時(shí) 45分 8秒 靜夜四無(wú)鄰，荒居舊業(yè)貧。 07:45:0807:45:0807:45Sunday, February 26, 2023 1乍見(jiàn)翻疑夢(mèng)，相悲各問(wèn)年。 2023年 2月 26日星期日 7時(shí) 45分 8秒 07:45:0826 February 2023 1做前，能夠環(huán)視四周；做時(shí)，你只能或者最好沿著以腳為起點(diǎn)的射線向前。 :45:0807:45Feb2326Feb23 1世間成事，不求其絕
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