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新营销理论下的广告策划 被引量:2

The Strategy of Commodity Marketing and the Advertising Creation
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摘要 商品营销理论对广告策划起决定作用是无容置疑的,它规定了广告策划的方向、路径、手段和方法。进入21世纪,一种新的商品营销理论整合营销理论(IMC)应运而生。在我国,由于新旧市场运作模式正在交替,因而新旧营销理论同时都对商品营销起作用,互为补充。旧的营销理论强调是一种策略和手段,新的营销理论强调的是一种营销理念和理想的营销标准。因此在进行商品广告策划时,既要依据新的营销理论来强调广告的诉求理念,也要踏踏实实地从旧的营销理论中研究广告策略和手段,两者都不能有偏颇。 It' s beyond doubt that the theory of commodity marketing plays a decisive role in the advertising creation and decides the direction, the path and the method of advertisement design. After 21st century, due to the changes of market management environment, a new Commodity Marketing theory was born, which is called the Integrated Marketing Communication (IMC). In China, the old market operation pattern is being replaced by the new one, meanwhile the old marketing management concept still exists and the new concept is not fully established yet. Both of the old marketing management concept and the new one have played a significant role in commodity marketing, They supplement each other. What old marketing theory emphasizes is a sort of strategy and method, while the new theory emphasizes a marketing concept and an ideal marketing standard. We should not only emphasize the demands of concept based on the new marketing theory, but also research and find out advertising strategies and methods from the old marketing theory, steadily and surely. We can't bias either of them.
作者 冯毅
出处 《广东第二师范学院学报》 2013年第2期115-118,共4页 Journal of Guangdong University of Education
关键词 营销政府 传播策划 整合营销 广告设计 Marketing Theory communication planning Integrated Marketing Communications ( IMC ) advertising design
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