摘要
论述了广告对消费者购买行为的影响及消费者购买行为对广告策略制定的导向作用,探讨了广告与消费者行为导向各个环节的关系,由此推论出只有符合消费者购买心理与行为的广告才能刺激并打动消费者,促进其购买。
This text through expounding the fact that advertise to influence the purchasing behavior of consumer and the guiding function which the purchasing behavior of consumer acts on the advertise strategy. It is discussion the relation between the advertisement and purchasing behavior of consumer. Finally, drawing the conclusion that only advertisement which accord with consumer＇s buying psychology and behavior could irritate and move consumers, promote buying.
出处
《陕西科技大学学报（自然科学版）》
2005年第5期129-131,共3页
Journal of Shaanxi University of Science & Technology
关键词
广告策略
购买行为
购买心理
advertising tactics
the behavior of buy
the psychology of buy
