摘要
广告创意是广告表现的灵魂。广告创意必须解决两个问题:说什么和如何说。创意理论是决定广告说什么的主要因素之一,研究品牌个性创意理论、共鸣创意理论和ROI创意理论是广告创意理论的最主要部分。
Ad creativity is the core of ad expressions. There are two problems that should be solved in ad creative process; what to say and how to say in an ad. Creative theory is one of main factors that determine what to say in an ad. This paper elaborates on three creative theories which are not common in ad creative process.
出处
《商业研究》
北大核心
2002年第23期122-124,共3页
Commercial Research
