摘要
广告的价值产生于策划中的系统整合。广告价值的体现,除了有形的价值,更重要的是具有战略意义的无形价值。技、艺、道的完美结合是广告价值的升华,对外的传播效应和对内的内聚力是广告价值产生的效应,同样的产品,会由于不同的广告设计导致不同的广告价值,进而形成不同的品牌价值。
This paper analyzes the value of advertisement in improving brand credit.The value of advertisement produced in systematic integrating of planning. It is strategically significant that advertisement involves not only tangible value, but also intangible value. The wonderful combination of technical confines, art and moral is the sublimation of advertisement value. The external dissemination effect and the internal assemble fow.e is the effect of advertisement value.As a conclusion~ the sane product brings about different advertisement value by different advertisement designing so as to further form different brand value.
出处
《商业研究》
北大核心
2006年第6期149-151,共3页
Commercial Research
关键词
广告
价值
品牌商誉
战略
营销
advertisement
value
brand credit
strategy
