论广告的定位策略

ON THE STRATEGY OF ADVERTISING POSITIONING

广告定位理论是西方七十年代后，对广告策略最具划时代意义的理论。广告定位的实质是对消费者的心理占领。常用的定位策略有抢先定位策略，领导地位策略，比附定位策略，空隙定位策略，重新定位策略。品牌名称是影响广告定位的重要因素．

Since the 1970's,advertising positioning has been an epoch-making theory concerning advertising strategy in western countries. This article tentatively discusses the positioning strategy from the following three lights:the nature of the positioning strategy,the commonly-used strategy and the positoning-influencing factors.It maintains that the nature of positioning strategy is to take hold of consumers' psychology.The commonly -used strategies include the forestalling positioning strategy, leading strategy,analogous positioning strategy,hollow positioning and renewing positioning.The name of brand is the important positioning-influencing factor.