聚焦用户需求的营销广告研究
发布时间：2018-10-14 08:26
【摘要】：目的了解商品对用户的物理属性及人格属性,发现用户与商品的关系,探究用户对商品的物性及人性需求,寻找打动用户的广告特点,帮助营销广告设计。方法结合前人研究理论,通过市场调查,了解用户对商品物性和人性方面的需求及用户对广告的认知看法。结果了解用户心中所想和发现广告特点才能根据广告特点进行营销广告设计。结论经济进步促进了人与物关系的发展,用户对商品物性之上的人性产生了强烈需求。广告作为商品的表现手段,不仅要对商品的物性进行充分的表达,而且还要合理适度地表现商品的人性特质,商品人性特质的表现与广告特点有对应关系。
[Abstract]:Objective to understand the physical attributes and personality attributes of commodities to users, to find out the relationship between users and commodities, to explore the material and human needs of commodities, to find out the characteristics of advertisements that impress users, and to help the design of marketing advertisements. Methods based on the previous research theory and market survey, we can find out the user's demand for commodity property and human nature, and the user's cognition view on advertisement. Results only by knowing the user's thoughts and finding out the characteristics of the advertisement can we design the advertisement according to the characteristics of the advertisement. Conclusion the economic progress promotes the development of the relationship between human and material, and the user has a strong demand for the human nature above the material property of commodity. Advertising as a means of expression of goods, not only to the material properties of goods to be fully expressed, but also to reasonably and moderately express the human nature of goods, the expression of human nature of goods has a corresponding relationship with the characteristics of advertising.
【作者单位】： 盐城师范学院;
【基金】：校级科研项目(14YCKW025)
【分类号】：J534.3
，
本文编号：2269906
[Abstract]:Objective to understand the physical attributes and personality attributes of commodities to users, to find out the relationship between users and commodities, to explore the material and human needs of commodities, to find out the characteristics of advertisements that impress users, and to help the design of marketing advertisements. Methods based on the previous research theory and market survey, we can find out the user's demand for commodity property and human nature, and the user's cognition view on advertisement. Results only by knowing the user's thoughts and finding out the characteristics of the advertisement can we design the advertisement according to the characteristics of the advertisement. Conclusion the economic progress promotes the development of the relationship between human and material, and the user has a strong demand for the human nature above the material property of commodity. Advertising as a means of expression of goods, not only to the material properties of goods to be fully expressed, but also to reasonably and moderately express the human nature of goods, the expression of human nature of goods has a corresponding relationship with the characteristics of advertising.
【作者单位】： 盐城师范学院;
【基金】：校级科研项目(14YCKW025)
【分类号】：J534.3
，
本文编号：2269906
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