浅谈品牌广告推广策略

浅谈品牌广告推广策略

目录

中文摘要及关键词 (1)

外文摘要及关键词 (2)

一、品牌推广和广告的一般概念 (3)

(一)品牌推广 (3)

(二)广告 (4)

二、广告促销中品牌推广的重要性和对企业的意义 (5)

(一)品牌广告推广的重要性 (5)

(二)企业品牌广告推广意义 (7)

三、企业在品牌广告推广中存在的问题及建议…………………………………

8

(一)企业在企业在品牌广告推广中存在的问题 (8)

(二)对企业品牌广告推广的建议 (9)

四、品牌广告推广的策略…………………………………………………………

1 1

(一)充分了解企业所处阶段及自身能力，明确目的 (11)

(二)有效实施品牌广告推广策略的前提…………………………………………1 2

(三)做到知己知彼，方可百战不殆………………………………………………

1 2

(四)寻找合适的广告制作公司及媒体代理公司………………………………

1 3

(五)选择合理的广告媒体组合 (13)

(六)制定合理的广告预算 (14)

(七)广告的设计原则 (14)

(八)捂紧腰包，防止不透明因素干扰……………………………………………

1 4

(九)广告效果的评估 (15)

(十)戒骄戒躁 (15)

五、结语 (16)

参考文献 (16)

致谢 (17)

附录………………………………………………………………………………

18 【摘要】在市场经济条件下，企业有了更多新的机遇，但也使企业的发展面

临新的风险与挑战，经济的竞争已经变成了品牌的竞争。品牌是企业的无形资产，品牌的竞争力直接关系到企业的利润和未来的发展前途，是企业可持续发展能否实现的关键。在市场上，品牌是质量的标志，信誉的标志，市场需求的标志，消费者认同的标志。我国是名副其实的制造大国，同时也是无可争议的品牌弱国，因此我国企业必须自主创新、打造民族品牌，有效地实施品牌广告推广策略。本文将先从品牌推广和广告的一般概念入手，首先对品牌广告推广有一个初步的认识，接着论述了广告促销中品牌推广的重要性和对企业的意义，然后分析了企业在品牌广告推广中存在的问题，并征对问题提出了相应的建议。最后便详细阐述了如何进行品牌广告推广策略及应注意的问题。

【关键词】品牌品牌推广广告品牌广告推广策略

【 abstract 】 In market economic condition take off , have brought new good fortune to the enterprise of our country , also make the development of enterprise be faced with new risk and challenge, it is that the competition ability of trademark and the intangible assets of enterprise directly concerns the profit of enterprise that economic competition has become the competitive trademark of trademark with

future develop future, is enterprise sustainable development whether the key of realization. In the market, trademark is the sign of the sign of quality, the sign of reputation, the sign of market demand and customer's identification. Our country is well-known set actually production large country, at the same time, it is also unquestionable trademark weak country, therefore the enterprise of our country must act on one's own to creat , hits to make national trademark , implements trademark advertisement efficiently to popularize strategy. This paper will start with first from trademark extending and advertising general concept, first for trademark advertisement popularize have a preliminary knowledge, then have discussed advertisement to promote sell in the importance with extending trademark and the meaning for enterprise, then have analysed enterprise in trademark advertisement popularize in existent problem, and solicit for problem have made corresponding suggestion. Have elaborated finally in detail how to carry out the trademark advertising problem that popularizes strategy and should pay attention.

【 keyword 】 trademark trademark popularize advertising trademark advertisement popularize strategy

品牌广告推广策略

一、品牌推广和广告的一般概念

(一)品牌推广

品牌是一种名称、名词、标记、设计或是它们的组合运用, 其目的是藉以辨认某个销售者或某群销售者的产品,并使之同竞争对手的产品区别开来。从感性角度看, 品牌是一个产品或一个企业在视觉、情感、理念和文化等方面的综合形象。

从品牌的定义可以得出品牌的如下特点：