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商品经济的内涵是商品生产和商品交换,商品生产是为了商品交换,为了销售商品,招来顾客,广告则应运而生。对消费者心理的研究是广告创意的本原和市场营销的需要,消费者心理的若干种...
商品经济的内涵是商品生产和商品交换,商品生产是为了商品交换,为了销售商品,招来顾客,广告则应运而生。对消费者心理的研究是广告创意的本原和市场营销的需要,消费者心理的若干种状况直接或间接影响着他们的消费行为,并由此影响着产品决策者对整个宏观市场的把握。怎样使消费者心理活动变为消费行为,是广告研究的目的。本文通过对广告和消费心理概念的界定,提出对消费者心理的研究是广告创意的基本要求,并分析了其在广告创意中的重要作用,指出广告创意和消费心理在企业营销中的关联性。
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2010-06-06
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Commodity economy connotation is the production of commodities and Commodity Exchange, commodity production is to Commodity Exchange, in order to bring customers, sales of goods, the ads. The study of consumer psychology is the nature of creative thinking of advertisement and marketing, consumer psychology of several kinds of situation directly or indirectly affect their consumption behavior, and thus affecting product for the macro market makers. How to make consumer psychology activity into consumer behavior, the purpose of advertising is studied. Based on advertising and consumption psychology, and puts forward the definition of consumer psychology research is the basic requirement of advertising creative, and analyses its role in advertising creative, points out that the creative thinking of advertisement and the consumption psychology in the enterprise marketing firms
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