考前必要14｜宣传策划、宣传文案分析，把握好这两个题便是“模板”！
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/ZB62IQEYJs7iaUEYIkpqKx9iaAiaah3cHYiayeicUL11D2ibkibFTmT3ia1RvD9gsu50AibR4pVSyr1YoNnozLz76qEGdZg/640?wx_fmt=jpeg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;">作者 | </strong><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">希希</span></strong></strong></strong></strong></strong></strong></span></strong></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;">编辑 | </strong><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">瑛海</span></strong></strong></strong></strong></strong></strong></span></strong></strong></span></strong></strong></strong></strong></strong></strong></span></strong></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">25起航班公益带读：后台回复“起航班”免费参与！</span></strong></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">后台回复“晚安”<span style="color: black;">就可</span>领取当日晚安小卡片哦，今晚22点，<span style="color: black;">咱们</span>直播间见！</span></strong></span></strong></span></strong></p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/ZB62IQEYJs7icVaYQGY7YicyO8AYf4Imjb30PPqbd3vLoEE42TiaEImlJ062LPPV9IgA3zROpOfvTwFIfbqaEZSRw/640?wx_fmt=jpeg&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;">考前<span style="color: black;">必须</span>14<span style="color: black;">弥补</span></strong></span><strong style="color: blue;">>></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>实务类考题</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">预测考题1：</span><span style="color: black;"><span style="color: black;">宣传</span>策划题：</span><span style="color: black;">以“网络清朗行动”为主题，策划一个公益<span style="color: black;">宣传</span>媒介</span><span style="color: black;">宣传<span style="color: black;">方法</span>，并<span style="color: black;">选取</span>一个方向，拟写一则<span style="color: black;">宣传</span>创意脚本（40分）</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">预测考题2：<span style="color: black;">宣传</span>文案分析题：“孤独<span style="color: black;">便是</span>，有些人无话可说，有些话无人可说”，江小白以扎心却又朴实的文案在过去几年<span style="color: black;">快速</span><span style="color: black;">霸占</span>了<span style="color: black;">青年</span>受众的心。结合当下传播情境，简析互联网文案的特点并解析江小白文案的品牌传播策略（30分）</span></strong></p><img src="https://mmbiz.qpic.cn/mmbiz_png/7QRTvkK2qC4YJZgZhUYmoPyGByKKNyV8vCf3N069yH0qs1sSDE1nibNVycgm7Nj5NsKTepK185UR97RicBH8fdXg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/7QRTvkK2qC4YJZgZhUYmoPyGByKKNyV8gfx6khypp4MeDhsky2QsLicGrZic7lVNXWxqoicOsgco41vg1aSbS5LKg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;">参考答案</strong></span><img src="https://mmbiz.qpic.cn/mmbiz_png/7QRTvkK2qC4YJZgZhUYmoPyGByKKNyV8gfx6khypp4MeDhsky2QsLicGrZic7lVNXWxqoicOsgco41vg1aSbS5LKg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;">预测考题1</strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">宣传</span>策划题：以</strong><strong style="color: blue;">“网络清朗行动”为主题，策划一个公益<span style="color: black;">宣传</span>媒介宣传<span style="color: black;">方法</span>，并<span style="color: black;">选取</span>一个方向，拟写一则<span style="color: black;">宣传</span>创意脚本（</strong></strong><strong style="color: blue;">40分）</strong></span></strong></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">关于“网络清朗活动”的</span></strong><strong style="color: blue;"><span style="color: black;">媒介宣传<span style="color: black;">方法</span>策划</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span>市场调研分析</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">（一）环境分析</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当下互联网环境日益严峻，互联网治理<span style="color: black;">作为</span>当下<span style="color: black;">守护</span>社会和谐的重要环节。习近平总书记曾提出“网络空间是亿万民众<span style="color: black;">一起</span>的精神家园，要为广大网民<span style="color: black;">尤其</span>是青少年营造一个清朗的网络空间”。<span style="color: black;">因此呢</span>，网络清朗行动势在必行。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">（二）<span style="color: black;">宣传</span>内容分析</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这次</span><span style="color: black;">宣传</span>以“网络清朗行动”为主题，<span style="color: black;">重点</span><span style="color: black;">明显</span>互联网治理中关于净化网络环境，<span style="color: black;">守护</span>未成年人健康成长、破除网络<span style="color: black;">流言</span>等理念，既有利于让人们认识到互联网治理的必要性，<span style="color: black;">亦</span>有利于构建风正气清的网络环境。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">（三）<span style="color: black;">宣传</span>受众分析</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这次</span>清朗行动系类公益<span style="color: black;">宣传</span>面向全网全社会，呼吁广大网友构建良好的网络环境，<span style="color: black;">因此呢</span>要面向全体网民。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2、</span><span style="color: black;">宣传</span><span style="color: black;">目的</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（一）短期<span style="color: black;">目的</span>：宣传不良网络风气的<span style="color: black;">害处</span>，<span style="color: black;">加强</span>人们<span style="color: black;">守护</span>网络空间环境的自觉。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（二）<span style="color: black;">长时间</span><span style="color: black;">目的</span>：构建和谐稳定、清朗健康的网络环境，<span style="color: black;">守护</span>未成年人在网络环境中健康成长，<span style="color: black;">守护</span>良好的网络空间秩序。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">3、</span>媒介<span style="color: black;">方法</span>策划提案</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（一） <span style="color: black;">宣传</span>主题：清朗行动，有我！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（二）媒介<span style="color: black;">选取</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、电视：<span style="color: black;">选取</span>央视频道每晚黄金时段投放电视节目插播<span style="color: black;">宣传</span>，每半小时投放一次，<span style="color: black;">每日</span>投放五次，为期<span style="color: black;">一月</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、<span style="color: black;">博客</span>：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（1）发布<span style="color: black;">博客</span>开屏<span style="color: black;">宣传</span>，以<span style="color: black;">照片</span>海报形式，海报内容为“清朗行动”系列<span style="color: black;">宣传</span>的动画宣传图，用户可<span style="color: black;">经过</span>点击<span style="color: black;">认识</span>全套系列<span style="color: black;">宣传</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（2）<span style="color: black;">经过</span><span style="color: black;">博客</span>发布<span style="color: black;">专题</span>，#清朗行动，有我！#，并附上<span style="color: black;">博客</span>投票链接。<span style="color: black;">同期</span>，发布寻找身边的“清朗行动”活动，参与者<span style="color: black;">能够</span>举荐身边<span style="color: black;">守护</span>网络空间的良好<span style="color: black;">行径</span>，烘托和谐网络氛围。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（3）发布<span style="color: black;">博客</span>九宫格，<span style="color: black;">选取</span>清朗活动的“算法<span style="color: black;">乱用</span>、流量造假、未成年<span style="color: black;">守护</span>…”等八个主题，设计宣传图，并在<span style="color: black;">照片</span>右下角设置相应公益<span style="color: black;">宣传</span>视频二维码，用户可<span style="color: black;">经过</span>扫码查看相应公益<span style="color: black;">宣传</span>视频。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、 抖音：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（1）邀请抖音网红上传带有#清朗行动，有我！#标签的内容，并鼓励其粉丝上传同类型短视频，扩大公益<span style="color: black;">宣传</span>传播力度。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（2）发布抖音开屏<span style="color: black;">宣传</span>，以短视频形式表现网络空间的美好安详，并在评论区设置“清朗行动”系列公益<span style="color: black;">宣传</span>置顶连接。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4、<span style="color: black;">微X</span>：邀请各主流<span style="color: black;">媒介</span>在<span style="color: black;">微X</span>公众号发布关于<span style="color: black;">这次</span>“清朗行动”系列公益<span style="color: black;">宣传</span>的H5<span style="color: black;">文案</span>，对<span style="color: black;">触及</span>的当前互联网不良现象进行<span style="color: black;">诠释</span>，主要介绍<span style="color: black;">各样</span>网络传播乱象，提出<span style="color: black;">处理</span>对策并呼吁广大网友<span style="color: black;">一起</span><span style="color: black;">守护</span>互联网环境。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5、户外<span style="color: black;">媒介</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（1）在公交站牌、车站、等公开场所设置清朗行动公益<span style="color: black;">宣传</span>宣传牌。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（2）在城市重点街道设置灯箱<span style="color: black;">宣传</span>，设置清朗行动公益<span style="color: black;">宣传</span>系列视频为<span style="color: black;">重点</span>内容，活动<span style="color: black;">时期</span>每日<span style="color: black;">选取</span>一个主题投放。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">4、</span>宣传预算</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">总计900万，其中媒介宣传费电视黄金时段投放预算200万、<span style="color: black;">博客</span>投放预算100万、<span style="color: black;">微X</span>投放100万，抖音<span style="color: black;">宣传</span>投放、热度购买共200万，户外<span style="color: black;">宣传</span>牌100万。<span style="color: black;">另外</span>市场调查费20万，<span style="color: black;">宣传</span>设计费150万，机动调节费20万，其他10万。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以清朗系列行动中“护苗”为主题的公益<span style="color: black;">宣传</span>脚本</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/ZB62IQEYJs7icVaYQGY7YicyO8AYf4Imjb05wvsSZJVwawpRnOperqQicXPugsZEpc55KkBbba7yNTsAvNff60Iicg/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;"><strong style="color: blue;">预测考题2</strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">宣传</span>文案分析题：“孤独<span style="color: black;">便是</span>，有些人无话可说，有些话无人可说”，江小白以扎心却又朴实的文案在过去几年<span style="color: black;">快速</span><span style="color: black;">霸占</span>了<span style="color: black;">青年</span>受众的心。结合当下传播情境，简析互联网文案的特点并解析江小白文案的品牌传播策略（</strong><strong style="color: blue;">30分）</strong></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当下传播语境，各行各业都在进入互联网<span style="color: black;">行业</span>，开展“互联网+”，互联网文案的设计变得越来越重要。优秀、能抓人眼球的文案将<span style="color: black;">极重</span><span style="color: black;">提高</span>品牌认知度，<span style="color: black;">从而</span>拉动<span style="color: black;">营销</span>以适应细分化市场营销趋势。相比于传统<span style="color: black;">宣传</span>文案，互联网文案是依托于网络平台，尤其是社会化<span style="color: black;">媒介</span>以及新技术进行推广与传播，为适应互联网传播情境，文案有其独特的特点。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span>互联网文案的特点</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">（一）依托社会关系，强调“社交感”</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">无论是较为封闭的<span style="color: black;">微X</span><span style="color: black;">伴侣</span>圈，还是构建了弱连接的开放平台<span style="color: black;">博客</span>，以及其他存在<span style="color: black;">宣传</span>及文案的社交<span style="color: black;">媒介</span>，其传播与获取信息的<span style="color: black;">行径</span>都是<span style="color: black;">创立</span>在社会关系之上的。人们在接收新<span style="color: black;">制品</span>与新信息时，同一社交圈中的“好友”对<span style="color: black;">她们</span><span style="color: black;">选取</span><span style="color: black;">行径</span>的影响很大，互联网文案<span style="color: black;">亦</span><span style="color: black;">因此呢</span><span style="color: black;">拥有</span>很强的“社交感”，例如“对话体”<span style="color: black;">宣传</span>、<span style="color: black;">微X</span><span style="color: black;">伴侣</span>圈中的<span style="color: black;">移植</span>式<span style="color: black;">宣传</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">（二）用户思维至上，互动中<span style="color: black;">加强</span>黏性</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">互联网时代<span style="color: black;">各样</span><span style="color: black;">宣传</span>语信息井喷式发展，为在信息爆炸中脱颖而出，“用户至上”的思维和理念必不可少。好的互联网文案<span style="color: black;">常常</span>是迎合了用户的消费心理、消费需求的文案，并且贴近用户群体的兴趣与生活。如可口可乐、江小白包装上的段子，“可爱多”雪糕与《魔道祖师》作品的联动，都是贴近<span style="color: black;">青年</span>用户群体心理需求与兴趣的<span style="color: black;">表现</span>。<span style="color: black;">同期</span>，大部分文案发布在社交<span style="color: black;">媒介</span>上，发布方<span style="color: black;">能够</span><span style="color: black;">经过</span>评论区与用户进行互动，在<span style="color: black;">容易</span>、亲近感强的氛围中<span style="color: black;">加强</span>用户黏性。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">（三）内容呈现方式多样，碎片化信息冲击力强</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">互谅网平台是多<span style="color: black;">媒介</span>融合传播的最佳<span style="color: black;">选取</span>，依托于<span style="color: black;">各样</span>技术，互联网文案得以摒弃以往传统文案的单调与<span style="color: black;">各样</span>呈现形式上的疏离。<span style="color: black;">照片</span>、声音、文字、视频等方式的多重组合，加上沉浸式与交互式理念的传播给用户带来全新体验，例如百雀羚长图<span style="color: black;">宣传</span>以及H5<span style="color: black;">宣传</span>呈现方式。<span style="color: black;">同期</span><span style="color: black;">因为</span>互联网平台的特征，互联网文案<span style="color: black;">常常</span><span style="color: black;">拥有</span>碎片化特点，内容简单明了但冲击力强，江小白的段子文案及杜蕾斯官方的文字文案借此特点取得了广泛关注与不小的成功。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2、</span>江小白文案的品牌传播策略</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">（一）专注于单一品牌，集聚型品牌传播</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">集聚型品牌传播<span style="color: black;">指的是</span>企业设定一个单一品牌，将企业所有的资源归属到这个品牌之下，并整合运用品牌传播工具围绕这一品牌进行传播的战略。“江小白”青春小酒是江小白酒业旗下<span style="color: black;">制品</span>并且<span style="color: black;">独一</span>主打<span style="color: black;">制品</span>。<span style="color: black;">说到</span>江小白，人们<span style="color: black;">第1</span>反应<span style="color: black;">便是</span>此款白酒。这种品牌传播策略有利于整合企业的<span style="color: black;">优良</span>资源、优化配置，有利于节省品牌设计、传播成本，并能够使品牌清晰度最大化，有利于人们加深对“江小白”这一产品及文化的认识。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">（二）塑造人格化形象，满足软性需求</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌形象<span style="color: black;">重点</span>起源于消费者对品牌<span style="color: black;">关联</span>特性的联想，可分为“硬性”和“软性”两种，其中硬性属性是对品牌有形成功能属性的认知，软性属性反映品牌的情感利益。当下的传播环境中体验经济大行其道，用户对<span style="color: black;">制品</span>的丰富性与与服务的完善性<span style="color: black;">需求</span><span style="color: black;">持续</span><span style="color: black;">加强</span>，软性需求<span style="color: black;">作为</span>品牌传播中的重点。江小白酒业采取了独特的拟人化手段，将品牌形象具化为一个贴近当下<span style="color: black;">青年</span>人的男性形象，再<span style="color: black;">经过</span>对<span style="color: black;">名人</span>形象、性格的塑造来传递品牌理念。江小白酒以80后、90后为<span style="color: black;">目的</span>消费群体，其<span style="color: black;">名人</span>形象很好地贴近了<span style="color: black;">青年</span>人的生活，<span style="color: black;">创立</span>了一种身份认同与亲近感。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">（三）推崇娱乐态度，彰显品牌理念</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌理念<span style="color: black;">指的是</span>能够吸引消费者，并且<span style="color: black;">创立</span>品牌忠诚度，<span style="color: black;">从而</span>为客户创造品牌与市场<span style="color: black;">优良</span>地位的观念。品牌理念是象征一个品牌所<span style="color: black;">拥有</span>的最独特、最有价值的资产，江小白形象及其所<span style="color: black;">表率</span>的的娱乐化生活态度很好地塑造了一个受80后、90后<span style="color: black;">喜欢</span>与推崇的品牌理念。一方面，江小白以一种娱乐<span style="color: black;">公众</span>的形象出<span style="color: black;">此刻</span><span style="color: black;">公众</span>视野中，它诙谐又充满调侃<span style="color: black;">寓意</span>的自我介绍迎合了当下<span style="color: black;">青年</span>人的求异、另类心理，以娱乐化的态度吸引消费者；另一方面酒瓶上的<span style="color: black;">各样</span>段子传递着<span style="color: black;">拥有</span><span style="color: black;">必定</span>对抗性，解构<span style="color: black;">寓意</span>的亚文化与<span style="color: black;">心理</span>。例如“丧文化”“二次元文化”，顺应了<span style="color: black;">青年</span>人的“他者化”话语，对传统说教模式进行了<span style="color: black;">必定</span>的颠覆，较成功地彰显了其独特品牌理念及个性。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">（四）打造“粉丝圈”，依托社交<span style="color: black;">媒介</span>推动营销</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当下互联网时代，<span style="color: black;">各样</span>社会化<span style="color: black;">媒介</span>盛行，这些社交<span style="color: black;">媒介</span>的<span style="color: black;">运用</span>特性使消费者的社交与消费方式<span style="color: black;">出现</span>了<span style="color: black;">必定</span>变化，江小白酒的品牌传播正是借助这些特性与改变<span style="color: black;">得到</span>了成功。江小白依托<span style="color: black;">微X</span>、<span style="color: black;">博客</span>平台打造粉丝圈，依托社会关系进行品牌传播。“粉丝”在当下<span style="color: black;">能够</span>是一种消费者潮流，是强调参与化、情感化和圈子化的消费者集群。<span style="color: black;">针对</span>营销者而言，粉丝市场是相较于<span style="color: black;">通常</span>消费者更为<span style="color: black;">牢靠</span>，不仅是品牌的忠诚消费者，<span style="color: black;">更加是</span>品牌的信息传播者。江小白酒凭借其独特的品牌理念与个性，吸引了大批<span style="color: black;">青年</span>群体粉丝，并在其官方<span style="color: black;">博客</span>、<span style="color: black;">微X</span>上形成粉丝圈，圈内圈外都能进行有效的品牌传播。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌传播在当下是企业的核心战略，<span style="color: black;">亦</span>是其超越营销的不二法则。一家企业或商品的商品力、品牌文化和品牌联想等<span style="color: black;">形成</span>品牌力的<span style="color: black;">原因</span><span style="color: black;">亦</span><span style="color: black;">仅有</span>在传播汇总<span style="color: black;">才可</span><span style="color: black;">表现</span>出它们的力量。江小白文案的成功，<span style="color: black;">能够</span>从其品牌传播策略上找到其营销之道。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/7QRTvkK2qC4YJZgZhUYmoPyGByKKNyV8vCf3N069yH0qs1sSDE1nibNVycgm7Nj5NsKTepK185UR97RicBH8fdXg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/7QRTvkK2qC4YJZgZhUYmoPyGByKKNyV8gfx6khypp4MeDhsky2QsLicGrZic7lVNXWxqoicOsgco41vg1aSbS5LKg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;">希希点评</strong></span><img src="https://mmbiz.qpic.cn/mmbiz_png/7QRTvkK2qC4YJZgZhUYmoPyGByKKNyV8gfx6khypp4MeDhsky2QsLicGrZic7lVNXWxqoicOsgco41vg1aSbS5LKg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第1题是一个<span style="color: black;">宣传</span>策划题，</span></strong></span><span style="color: black;">大<span style="color: black;">都数</span>题目会<span style="color: black;">需求</span>写一份<span style="color: black;">宣传</span>策划<span style="color: black;">或</span>营销策划出来。<span style="color: black;">倘若</span>你到<span style="color: black;">此刻</span>还不<span style="color: black;">晓得</span><span style="color: black;">宣传</span>策划的格式，<span style="color: black;">那样</span>这道题就<span style="color: black;">必定</span>要细细品读了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">考场上<span style="color: black;">大众</span>要看清楚题目<span style="color: black;">需求</span>，<span style="color: black;">倘若</span><span style="color: black;">知道</span>要写分镜头脚本，<span style="color: black;">能够</span>参考本题分镜部分的框架，其中拍摄<span style="color: black;">办法</span><span style="color: black;">能够</span>替换成镜头运动，</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">亦</span><span style="color: black;">意见</span><span style="color: black;">大众</span>在写分镜之前描述下自己的<span style="color: black;">宣传</span>创意内容梗概，<span style="color: black;">这般</span>会更完整<span style="color: black;">有些</span>~</span></strong></span><span style="color: black;"><span style="color: black;">倘若</span><span style="color: black;">无</span><span style="color: black;">知道</span><span style="color: black;">需求</span>的话，<span style="color: black;">大众</span><span style="color: black;">必定</span>要把重点放在<span style="color: black;">宣传</span>创意的内容与表现、媒介推广策略上，不要在前言和市场分析上浪费太多时间，<span style="color: black;">引起</span>策划案头重脚轻，忽略核心采分点。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第2题是一个<span style="color: black;">宣传</span>文案分析题，</span></strong></span><span style="color: black;">这类题目这几年都考得比较少了，曾经考过网易云音乐的文案分析，<span style="color: black;">倘若</span>不会分析<span style="color: black;">宣传</span>文案的，<span style="color: black;">必定</span>要<span style="color: black;">瞧瞧</span>这道题的思路哦！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">每年</span><span style="color: black;">宣传</span>类题目都比较新，<span style="color: black;">由于</span>案例都会跟着变化，<span style="color: black;">然则</span><span style="color: black;">把握</span>好这几个<span style="color: black;">平常</span>的考题方向，学会分析<span style="color: black;">宣传</span>、策划<span style="color: black;">宣传</span>，以不变应万变，<span style="color: black;">能够</span><span style="color: black;">帮忙</span>你快速提分！</span></p><span style="color: black;"><strong style="color: blue;">今日打卡</strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今天这道题你有何答题思路，<span style="color: black;">或</span>收获？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">能够</span>在留言区打卡</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">就有机会得到希希哥的点评哦~</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">接下来你还期待<span style="color: black;">那些</span>内容？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">欢迎留言告诉我</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/JaFvPvvA2J1reKHfcLve1wlibbibibVFrm5ew57Tnf9HkHoOfpia5U4nlhsz8hrrDgvib549uhjqntWTssJZ4bOoksA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;">往期回顾</strong>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">爱好</span><span style="color: black;">文案</span>记得一键三连～</strong></span></p>
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