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提供了一個(gè)重要的理論依據(jù),即把市場(chǎng)細(xì)分與消費(fèi)者的基本需要層次聯(lián)系起來(lái)。其次,為產(chǎn)品定位個(gè)廣告的定位提供重要的參考。此外,基本需要是一種不完全滿(mǎn)足的需要,這一見(jiàn)解給產(chǎn)品的推銷(xiāo)帶來(lái)有益的啟示。 4 情緒的 3因素學(xué)說(shuō):心理學(xué)家,沙赫特,在 20C70年代提出的,他認(rèn)為情緒的產(chǎn)生式外界刺激,機(jī)體的生理變化和認(rèn)識(shí)過(guò)程 3者間相互作用的結(jié)果,其中認(rèn)知起著重要作用。 3組處境相同,藥物引起的激勵(lì)狀態(tài)相同,但是人們對(duì)生理反應(yīng)的認(rèn)知性解釋不同,則有不同的情緒體驗(yàn),情緒因素說(shuō),視情緒 情緒體驗(yàn)為刺激因素,生理因素和認(rèn)知因素的整體作用結(jié)果,并強(qiáng)調(diào)認(rèn)知因素的作用這一見(jiàn)解是受到該實(shí)驗(yàn)支持的。 50、 廣告訴求中常見(jiàn)的情感維度: 1 親熱感,例如孩子們的各類(lèi)商品就常建立在母愛(ài)的訴求上,甚至不是他們的專(zhuān)用品亦有可能。 2幽默感: 例如德國(guó)廣告公司的啤酒廣告:“您品嘗了美國(guó)最有名氣的德國(guó)啤酒,現(xiàn)在嘗嘗德國(guó)最有名氣的德國(guó)啤酒”巧妙的暗示了該啤酒勝過(guò)。 3“懼怕”需求,例如一些家庭保險(xiǎn)的訴求,勸服群眾戒煙的需求。 4 美感,美國(guó)博士倫隱形眼鏡的訴求:美國(guó)博士倫軟性隱形眼鏡美化您的眼睛,讓你擺脫框架的遮擋,還你美麗的眼睛和 俊俏的面容?!? 5 廣告效果:包括,廣告心理效果受眾產(chǎn)生的各種心理反應(yīng), ~經(jīng)濟(jì) ~銷(xiāo)售效果, ~社會(huì) ~對(duì)整個(gè)社會(huì)文化,倫理道德等方面產(chǎn)生的影響。 5 廣告效果的特征:復(fù)合性,累積性。 5 廣告效果測(cè)評(píng):價(jià)值體現(xiàn)在:檢驗(yàn)決策,改進(jìn)設(shè)計(jì)制作,鼓舞信心。 5 DAGMAR模型: 1961年,美國(guó)的 R`H`C0LLEY發(fā)表的論文,文中將 廣告作用的心理歷程分為如下階段, 從未某商標(biāo)或企業(yè)到察覺(jué),了解(如商品的用途,價(jià)值等)信念(引起購(gòu)買(mǎi)商品的意向或愿望)行動(dòng)(即購(gòu)買(mǎi)行為) E`RODGER做了更詳盡的描述:從未察覺(jué)到察覺(jué),引起興趣,作出評(píng)價(jià) ,接受刺激,嘗試購(gòu)買(mǎi),重復(fù)購(gòu)買(mǎi),形成品牌忠誠(chéng)度。該理論認(rèn)為確立的廣告目標(biāo)。就能測(cè)評(píng)出廣告效果,廣告目標(biāo)規(guī)定為廣告?zhèn)鞑ト蝿?wù)達(dá)到的程度,這里的廣告?zhèn)鞑ト蝿?wù)指:向消費(fèi)者傳達(dá)信息,使其記憶品牌或企業(yè)等,并促使態(tài)度向期望的方向轉(zhuǎn)變。 5廣告心理效果的時(shí)候測(cè)評(píng): 1 認(rèn)知測(cè)評(píng),測(cè)評(píng)廣告知名度,即消費(fèi)者對(duì)廣告商品,品牌,企業(yè)名稱(chēng)和標(biāo)志等的認(rèn)知程度。注目率,閱讀率,精度率。 2 回憶測(cè)評(píng),檢測(cè)消費(fèi)者對(duì)廣告的理解和記憶。自由回憶和提示回憶 3態(tài)度測(cè)評(píng),測(cè)評(píng)消費(fèi)者對(duì)產(chǎn)品的喜好程度,品牌傾向性,信任程度,購(gòu)買(mǎi)動(dòng)機(jī)等。問(wèn)卷調(diào)查,訪談,投 射測(cè)驗(yàn)的方式。 請(qǐng)您刪除一下內(nèi)容, O(∩ _∩ )O謝謝?。。 ?China39。s 10 mustsee animations】 The Chinese animation industry has seen considerable growth in the last several years. It went through a golden age in the late 1970s and 1980s when successively brilliant animation work was produced. Here are 10 mustsee classics from China39。s animation outpouring that are not to be missed. Let39。s recall these colorful images that brought the country great joy. Calabash Brothers Calabash Brothers (Chinese: 葫蘆娃 ) is a Chinese animation TV series produced by Shanghai Animation Film Studio. In the 1980s the series was one of the most popular animations in China. It was released at a point when the Chinese animation industry was in a relatively downed state pared to the rest of the international munity. Still, the series was translated into 7 different languages. The episodes were produced with a vast amount of papercut animations. Black Cat Detective Black Cat Detective (Chinese: 黑貓警長(zhǎng) ) is a Chinese animation television series produced by the Shanghai Animation Film Studio. It is sometimes known as Mr. Black. The series was originally aired from 1984 to 1987. In June 2021, a rebroadcasting of the original series was announced. Critics bemoan the series39。 violence, and lack of suitability for children39。s education. Proponents of the show claim that it is merely for entertainment. Effendi Effendi, meaning sir and teacher in Turkish, is the respectful name for people who own wisdom and knowledge. The hero39。s real name was Nasreddin. He was wise and witty and, more importantly, he had the courage to resist the exploitation of noblemen. He was also