市场营销系统中的广告运作

Advertisement Operation in the Marketing System

广告可以看成是针对消费者的需要和欲望,刺激消费热情、调动潜在消费意识,最终促成购买行动的营销传播活动。从市场营销学的角度去审视广告运作,进一步阐明广告与营销系统的关系是广告自身新质变化的必要依据,从而避免陷入对广告功效的完全肯定或完全否定的误区。

Aimed at the consumer＇s needs and desire, advertisement may be regarded as the stimulation of consumer enthusiasm, the motivation of latent consumer consciousness, finally to promote the marketing dissemination of the purchase motion. To research the advertisement operation, we need to carefully examine from the angle of the marketing study. It is a necessary basis to further expound the relationship between advertisement operation and marketing for the new and essential change of advertisment itself, thus to avoid failing into the erroneous area of the advertisement effect complete affirmation or the complete negation.