论文部分内容阅读
广告的宣传效果在很大程度上是取决于广告创作和设计、广告媒体的选择、广告时间地点的安排等多种因素组合。组合得当、设计合理就能达到预期的宣传效果,沟通企业与消费者的联系,取得理想的经济效益;反之则事与愿违,得不偿失,不但起不到应有的宣传、促销、树信誉、立形象等作用,反而会使消费者产生抵触行为导致负面效应。
The advertising effectiveness of advertising depends largely on advertising creative and design, advertising media selection, advertising time and place arrangements and many other factors. Properly combined, designed to be able to achieve the desired effect of publicity, communication between enterprises and consumers, and achieve the desired economic benefits; the contrary, contrary to expectations, not worth the candle, not only should not be due to publicity, promotion, tree credibility, legislation, etc. The role, but will result in contradictory consumer behavior lead to negative effects.