提高名人广告传播效果的策略

The Strategies for Improving the Effect of the Publicity of Celebrity Advertisement

名人广告因其独特的魅力而具有巨大的市场效益,但运用不当也会产生负面影响。为提高传播效果,名人广告应采取以下策略:名人选择必须与广告产品密切相关;产品与名人的地位应主次分明;控制名人使用频率,掌握名人广告时机;处理好名人与普通消费者的关系;真实自然,切忌弄虚作假或矫揉造作;精心创意,尽量减少推荐、证言等形式。

The celebrity adivertisement can make a great profit because of its unique charm.But it will also create a negative effect if not properly used.For improving the publicity,the celebrity advertisement should take the following strategies:the choice of the celebrity must be closely related to the products;the position of the product and the celebrity should be differentiated clearly;the frequency and opportunity of celebrity advertisement should be managed properly;the relationship between the consumers and the celebrity should be dealt well;the ads should be true,natural,and original without words of recommendation and testimony.