企业品牌营销中广告传播应注意的几个问题

广告传播是企业实施品牌战略的一个重要的手段 ,我国很多企业已经意识到广告传播对于品牌营销的重要性 ,但在观念上、操作上仍然存在六个方面的问题 :过分夸大广告传播的作用 ;品牌的核心价值缺乏个性 ;广告传播缺乏持久的定力 ;盲目选择品牌代言人 ;产品品牌和企业品牌混淆推广 ;广告制作水平低下 ,形式雷同。

Advertising plays an important role in brand marketing. Although many enterprises in our country have realized its importance, there are six major problems in practice. The dissemination function of the advertisements is overstated. The kernel value of the brands lacks individuality. The influence of the advertisements can not last long. The mouthpieces of the brands are chosen with cecity. The brand of the products and that of the enterprise are confused in propagation. The quality of the advertisements is not good and the forms are too similar.