营销环境变迁下的广告创意策略分析

Analyzing Changes of Marketing Environment and Advertisement Designing Strategy

广告伴随营销而产生,又自成系统。根据市场营销的演变,可以将营销环境划分为“产品功能导向”、“产品品质趋同”和“产品品牌形象趋同”三个发展阶段,与此相对应,产生了“独特销售主张”、“品牌形象”和“广告定位”三种广告创意策略理论。透视营销环境与广告理论的互动发展过程,不难看出,营销环境客观性、差异性、相关性、动态性和不可控性的特点,决定了广告创意的不确定性。广告创意的核心价值,在于长久地实现销售及利润。达到这一理想境界,一个完美的创意策略应把握利益点、个性化、忠诚度、感染力和回味性。

Advertisement emerges with marketing, and develops its system. In view of marketing development, marketing has evolved three phrases: function orientation, quality orientation and brand orientation, which correspondingly form three designing-strategy theories of ads——unique sales advocation, brand image and ads positioning. Examining the interaction between marketing environment and ads theory, we could reveal the uncertainty of ads designing is decided by objectivity, diversity, pertinence, dynamic nature, and uncontrolled characteristics of marketing environment. The core value of ads designing lies in realizing long expectation for selling and profits. This paper suggests handling the balance among interests, individuality, loyalty, charming and aftertaste will help to reach the ideal state.