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一、广告定位理论的发展共经历了四大阶段1.USP阶段(独特的销售主张)。在本世纪50年代左右美国的瑞夫斯在的《实效的广告》一书中,全面地阐述了USP理论,瑞夫斯提出一个成功的USP必须具备三个条件:第一,每个广告必须对消费者提出一个主张,即购买本产品将得到的具体利益;第二,这个主张必须是竞争对手不能或没有提出的,必须是品牌的专有特点或是在特定的广告领域中没有提出过的说辞;第三,这一主张必须有力并且聚焦。USP理
First, the development of advertising positioning theory has experienced a total of four stages 1.USP stage (unique sales proposition). In the book “Effective Advertising” by American Reeves in the 1950s, he fully elaborated the USP theory. Reeves proposed that a successful USP must meet three conditions: First, each advertisement must pay for consumption Proposing a specific interest in the purchase of the product; secondly, the claim must be that the competitor can not or has not made, it must be a brand’s proprietary traits or a statement that has not been made in a particular advertising field Third, the idea must be strong and focused. USP management