产品广告策划存在的问题及对策研究

产品广告策划存在的问题及对策分析

I

产品广告策划存在的问题及对策研究

——“脑白金”广告案例分析

摘 要

进入80年代以来，我国的广告行业有了较大的进步，与此同时，一些缺乏创意、弄虚作假、内容恶俗的广告也开始出现在观众的事业中。这在某种程度上也显示出我国的广告行业存在的一些缺陷，忽略了培养品牌的内涵价值以及随着时代发展的创新性。这其中以“脑白金”的广告最为典型。它仅用两个卡通老人的形象以及脍炙人口的广告词，为人们所熟知并风靡一时，它通过对软文广告的运用以及情感，不仅赢得了市场，更创造了销售奇迹。虽然，“脑白金”的广告连续被评为“中国最差的广告”，但是，不可否认的是它创造了最高的销售记录。

关键词 “脑白金”广告∕存在问题∕发展趋势 产品广告策划存在的问题及对策分析

II PROBUCT ADVERTISING PLANNING PROBLEMS

AND COUNTERMEASURE ANNLYSIS

ABSTRACT

Into the 80 s, the advertising industry in our country had great progress, at the same

time, some lack of originality, falsification, content of advertisements also began to appear

in the audience's career. This to some extent also showed some defects existing in the

advertising industry in China, ignore the connotation of the brand value and innovation

with the development of era. The "brain platinum" advertising is the most typical. It only

use two cartoon image of the old man as well as the popular slogan, is well known and are

all the rage, it is through the use of soft text ads and emotion, not only won the market,

created the sales miracle. Although, the advertising of "brain platinum" was named

"China's worst advertising" in a row, but, there is no denying that it created the highest

sales record. Therefore, this thesis "brain platinum" ads, for example, using the basic

principle of the advertising for the existing problems in the development of our country

product advertising planning and the future development of product advertising planning

countermeasures were analyzed.

KEY WORDS "Brain platinum" advertising，There is a problem，The development trend

产品广告策划存在的问题及对策分析

III 目 录

中文摘要 ............................................................................................................................. I

英文摘要 ............................................................................................................................ 1

1 企业广告概述 ............................................................................................................ 2

1.1 广告的定义 ...................................................................................................... 2

1.2 广告的特点 ...................................................................................................... 2

1.3 广告的表现形式 ............................................................................................. 2

1.4 广告的作用 ...................................................................................................... 3

2 “脑白金”广告的概述 ......................................................................................... 3

2.1 “脑白金”广告的背景 ............................................................................... 3

2.2 “脑白金”广告的效益 ............................................................................... 4

3 广告策划的现状和存在问题 ................................................................................ 4

3.1 “脑白金”的广告策划的现状 ................................................................. 4

3.1.1 “脑白金”广告策略独特 ......................................................................... 5

3.1.2 “脑白金”广告定位独特 ......................................................................... 6

3.1.3 “脑白金”广告感性诉求效果优越 ......................................................... 6

3.1.4 “脑白金”广告密集轰炸效果突出 ......................................................... 7

3.2 “脑白金“广告策划存在的问题 ............................................................... 7

3.2.1 重复广告 ..................................................................................................... 8

3.2.2 定位不准 ..................................................................................................... 8

3.2.3 欺骗消费 ..................................................................................................... 8

3.2.4 影响不良 ..................................................................................................... 9

4 “脑白金”广告策划存在问题的原因 ............................................................. 9

4.1 为强化记忆重复广告 .................................................................................... 9 产品广告策划存在的问题及对策分析

IV 4.2 忽略主要消费群体 ........................................................................................ 9

4.3 为实现利益欺骗消费 .................................................................................... 9

4.4 为宣传广告忽略内涵 .................................................................................. 10

5 未来产品广告策划对策 ....................................................................................... 10

5.1 修改《广告法》完善法制 ........................................................................ 10