期刊文献+

传播动态象征符 传递安全新形象——解析婴幼儿奶粉产品广告

下载PDF
导出
摘要 婴幼儿奶粉产品广告在一定程度上影响着消费者的判断。要抓好广告的各个环节,首先是对于消费潜在主体的确定,继而选择适合的宣传媒介,最后从广告本身内容出发,寻找适合的代言人以及感性的角度进行诠释。好的婴幼儿奶粉广告不仅能为企业带来经济效益,对于其企业形象的维护也有积极的作用。
作者 闫坤 樊单丹
出处 《新闻爱好者》 北大核心 2009年第12期55-56,共2页 Journalism Lover
  • 相关文献

参考文献7

二级参考文献25

  • 1李光斗.从央视招标看蒙牛品牌建设新方略[J].中国广告,2005(1):87-87. 被引量:1
  • 2Peter J P ; Olson, J C . Consumer Behavior and Marketing Strategy (Fourth Edition)[M], Mcgraw-Hill Book Co. 1996:117.
  • 3Fishbein, M ; Ajzen, M . Belief, Attitude, Intention and Behavior:An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
  • 4Fishbein, M ; Manfredo, M J . A Theory of Behavior Change in Influencing Human Behavior: Theory and Applications in Recreatin, Tourism and Nature Resources Management, M. J Manfredo,Ed., 1992: 29-50.
  • 5Nyer, P . Cathartic Complaining as a Means of Reducing Consumer Dissatisfaction[J]. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 1999, 12: 15-25.
  • 6Zeithaml, V.A., Berry, L.; Parasuraman, A.. The Behavioral Consequences of Service Quality[J]. Journal of Marketing, 1996, 60:31-46.
  • 7Backman, S J ; J L Crompton. The Usefulness of Selected Variables for Predicting Activity Loyahy[J]. Lersure Sciences, 1991,13: 205-220.
  • 8Jozee Lapierre, Pierre Filiatrauh and Jean-Charles Chebat. Value Strategy Rather Than Quality Strategy: A Case of Business-to-business Professional Services[J]. Journal of Business Research,1999, 45: 235-246.
  • 9Jozee Lapierre, Pierre Filiatrauh and Jean-Charles Chebat. Value Strategy rather than Quality Strategy: A Case of Business-to-business Professional Services[J]. Journal of Business Research ,1999, 45: 235-246.
  • 10Boulding, W.; Kalra, A.; Staelin R., Zeithaml, V. A.. A Dynamic Model of Service Quality: from Expectations to Behavioral Intentions[J]. Journal of Marketing Research, 1993 (Feb.) 30:7-27.

共引文献74

相关作者

内容加载中请稍等...

相关机构

内容加载中请稍等...

相关主题

内容加载中请稍等...

浏览历史

内容加载中请稍等...
;
使用帮助 返回顶部