专题整理 | 宣传、营销名词解释集合
<img src="https://mmbiz.qpic.cn/mmbiz_png/jvCVkiaWHDERHTfsplwMsf4MS9AFRvQsibe06NyicZ1G8nQZL1HwFYdtD0pgXWkicjDlfj2JTufGjkrcDCXan5ljLw/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_gif/zhtvhQNibib1GVVLIEYZpKqXM1ryoBTrkibNqDLq5jyHMp3scqicia5P1YFfBhicxUwAhLXpfdgVsDHOQaCColiaMxFgA/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=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;">传播匠想要<span style="color: black;">作为</span>SCUer的</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"> C位 </span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">It doesnt matter what others think.</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>营销版块川大历年考得不多，考察形式<span style="color: black;">亦</span><span style="color: black;">重点</span>是名词解释，题目较为简单，所占分数比例不高， 但几分<span style="color: black;">亦</span>是爱！<span style="color: black;">因此</span><span style="color: black;">针对</span><span style="color: black;">宣传</span>营销这块的分当然<span style="color: black;">不可</span>丢，传播匠整理了一下近年来考过的名词解释做<span style="color: black;">成为了</span>一个集合，直接打印下来背诵<span style="color: black;">就可</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;">AIDMA</span></strong><span style="color: black;"><span style="color: black;"><span style="color: black;">：消费者<span style="color: black;">行径</span>学<span style="color: black;">行业</span>很成熟的理论模型之一，由美国<span style="color: black;">宣传</span>学家</span>E.S.<span style="color: black;">刘易斯在</span><span style="color: black;">1898</span><span style="color: black;">年</span></span></span><span style="color: black;">提出。该理论认为，消费者从接触到信息到最后达成购买，会经历这5个<span style="color: black;">周期</span>：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">A：<span style="color: black;">Attention(</span><span style="color: black;">导致</span><span style="color: black;">重视</span><span style="color: black;">)--</span>花哨的名片、提包上绣着<span style="color: black;">宣传</span>词等被经常采用的<span style="color: black;">导致</span><span style="color: black;">重视</span>的<span style="color: black;">办法</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">I：<span style="color: black;">Interest (</span><span style="color: black;">导致</span>兴趣<span style="color: black;">)--</span><span style="color: black;">通常</span><span style="color: black;">运用</span>的<span style="color: black;">办法</span>是精制的彩色目录、<span style="color: black;">相关</span>商品的<span style="color: black;">资讯</span>简报加以剪贴。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">D：<span style="color: black;">Desire(</span>唤起欲望<span style="color: black;">)--</span>推销茶叶的要随时准备茶具，给顾客沏上一杯香气扑鼻的浓茶，顾客一品茶香体会茶的美味，就会产生购买欲。推销房子的，要带顾客参观房子。餐馆的入口处要<span style="color: black;">摆设</span>色香味具全的精制样品，让顾客倍感商品的魅力，就能唤起他的购买欲。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">M：<span style="color: black;">Memory(</span>留下记忆<span style="color: black;">)-- </span>一位成功的推销员说<span style="color: black;">:"</span>每次我在宣传自己<span style="color: black;">机构</span>的<span style="color: black;">制品</span>时，总是拿着别<span style="color: black;">机构</span>的<span style="color: black;">制品</span>目录，一一加以<span style="color: black;">仔细</span>说明比较。<span style="color: black;">由于</span><span style="color: black;">倘若</span>总是说自己的<span style="color: black;">制品</span>有多好多好，顾客对你不相信。反而想多<span style="color: black;">认识</span>一下其他<span style="color: black;">机构</span>的<span style="color: black;">制品</span>，而<span style="color: black;">倘若</span>你先提出其他<span style="color: black;">机构</span>的<span style="color: black;">制品</span>，顾客反而会认定你自己的<span style="color: black;">制品</span>。"</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">A：<span style="color: black;">Action(</span>购买行动<span style="color: black;">)--</span>从<span style="color: black;">导致</span><span style="color: black;">重视</span>到付诸购买的<span style="color: black;">全部</span><span style="color: black;">营销</span>过程，推销员<span style="color: black;">必要</span>始终<span style="color: black;">自信心</span>十足。过分自信<span style="color: black;">亦</span>会<span style="color: black;">导致</span>顾客的反感，以为你在说大话、吹牛皮。从而不信任你的话。</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;">4p<span style="color: black;">理论</span></span></strong><span style="color: black;"><span style="color: black;">：即</span>Product<span style="color: black;">、</span><span style="color: black;">Price</span><span style="color: black;">、</span><span style="color: black;">Place</span><span style="color: black;">、</span><span style="color: black;">Promotion</span><span style="color: black;">。取其开头字母，意思为</span><span style="color: black;">制品</span>，价格，<span style="color: black;">途径</span>，推广。杰瑞·麦卡锡<span style="color: black;">(Jerry McCarthy)</span>教授在其《营销学》（Marketing，<span style="color: black;">第1</span>版，出版于1960年<span style="color: black;">上下</span>）最早提出了这个理论，4P理论是营销策略的<span style="color: black;">基本</span>。</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;">制品</span>：从市场营销的<span style="color: black;">方向</span>来看，<span style="color: black;">制品</span><span style="color: black;">指的是</span>能够<span style="color: black;">供给</span>给市场被人们<span style="color: black;">运用</span>和消费并满足人们某种<span style="color: black;">必须</span>的任何东西，<span style="color: black;">包含</span>有形<span style="color: black;">制品</span>、服务、人员、组织、观念或它们的组合。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">价格：<span style="color: black;">指的是</span>顾客购买<span style="color: black;">制品</span>时的价格，<span style="color: black;">包含</span>折扣、支付期限等。价格或价格决策，关系到企业的利润、成本<span style="color: black;">赔偿</span>、以及<span style="color: black;">是不是</span>有利于<span style="color: black;">制品</span><span style="color: black;">营销</span>、促销等问题。</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;">途径</span>：<span style="color: black;">所说</span><span style="color: black;">营销</span><span style="color: black;">途径</span><span style="color: black;">指的是</span>在商品从生产企业流转到消费者手上的全过程中所经历的各个环节和推动力量之和。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">推广：<span style="color: black;">非常多</span>人将Promotion狭义地理解为<span style="color: black;">"</span>促销<span style="color: black;">"</span>，其实是很片面的。<span style="color: black;">Promotion</span>应当是<span style="color: black;">包含</span>品牌宣传(<span style="color: black;">宣传</span></span><span style="color: black;">)</span><span style="color: black;">、公关、促销等一系列的营销<span style="color: black;">行径</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;">4C<span style="color: black;">理论</span></span></strong><span style="color: black;"><span style="color: black;">：</span><span style="color: black;">4P<span style="color: black;">仍然为企业的营销策划<span style="color: black;">供给</span>了一个有用的框架。<span style="color: black;">不外</span>，</span><span style="color: black;">4P</span><span style="color: black;">是站在企业立场上的，而不是客户的立场。由此，</span><span style="color: black;">4P</span><span style="color: black;">应该转换为</span><span style="color: black;">4C:</span></span></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;">制品</span>(Product)--客户价值<span style="color: black;">(Customer Value);</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">价格(Price)--客户成本<span style="color: black;">(Customer Cost);</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">地点(Place)--客户便利<span style="color: black;">(Customer Convenience);</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传(Promotion)--客户沟通<span style="color: black;">(Customer Communication);</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4C的理论框架说明了客户<span style="color: black;">必须</span>的是价值、低成本、便利和沟通，而不是促销。</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;">达格玛理论</span>--DAGMAR</span></strong><span style="color: black;"><span style="color: black;">(Defining Advertising Goals for Measured Advertising Results)<span style="color: black;">：是</span>R.H.Colley在</span><span style="color: black;">1961</span><span style="color: black;">年提出的一种模式，认为<span style="color: black;">宣传</span>的功能是把</span><span style="color: black;">"</span><span style="color: black;"><span style="color: black;">制品</span>及品牌信息传递给消费者</span><span style="color: black;">"</span><span style="color: black;">，<span style="color: black;">因此呢</span>应该将接受<span style="color: black;">宣传</span>的人们的心理变化<span style="color: black;">做为</span><span style="color: black;">宣传</span>效果的依据。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">DAGMAR理论将<span style="color: black;">宣传</span>效果与营销<span style="color: black;">目的</span>区<span style="color: black;">掰开</span>来，认为<span style="color: black;">宣传</span>效果<span style="color: black;">体积</span>，<span style="color: black;">不可</span>只看营销额高低，关键要看<span style="color: black;">宣传</span>诉求，内容给予宣传对象带来什么影响。DAGMAR理论指出<span style="color: black;">宣传</span><span style="color: black;">目的</span>，<span style="color: black;">亦</span><span style="color: black;">便是</span>沟通的<span style="color: black;">目的</span>，而不是单纯的营业额<span style="color: black;">目的</span>。<span style="color: black;">因此呢</span>营业额<span style="color: black;">目的</span><span style="color: black;">是不是</span>能达成，并不是<span style="color: black;">宣传</span>的<span style="color: black;">目的</span>。而<span style="color: black;">是不是</span>达到信息传播的<span style="color: black;">目的</span>，则是<span style="color: black;">宣传</span>的责任。</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;">USP<span style="color: black;">理论</span></span></strong><span style="color: black;"><span style="color: black;">：</span><span style="color: black;">"<span style="color: black;">独特的<span style="color: black;">营销</span>主张</span><span style="color: black;">"( Unique Selling Proposition )</span><span style="color: black;">，</span><span style="color: black;">50</span><span style="color: black;">年代初美国人罗瑟·里夫斯</span></span></span><span style="color: black;">(Rosser Reeves)提出，<span style="color: black;">包含</span>以下四个方面</span><span style="color: black;">:</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1)强调<span style="color: black;">制品</span><span style="color: black;">详细</span>的特殊功效和利益<span style="color: black;">--</span>每一个<span style="color: black;">宣传</span>都<span style="color: black;">必要</span>对消费者有一个<span style="color: black;">营销</span>的主张<span style="color: black;">;</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2)这种特殊性是竞争对手<span style="color: black;">没法</span>提出的<span style="color: black;">--</span>这一项主张，<span style="color: black;">必要</span>是竞争对手<span style="color: black;">没法</span><span style="color: black;">亦</span><span style="color: black;">不可</span>提出的，须是<span style="color: black;">拥有</span>独特性的;</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3)有强劲的销售力<span style="color: black;">--</span>这一项主张<span style="color: black;">必要</span>很强，足以影响成百万的社会公众。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4)20世纪<span style="color: black;">90</span>年代，达彼斯将<span style="color: black;">USP</span>定义为<span style="color: black;">:USP</span>的创造力在于揭示一个品牌的精髓，并<span style="color: black;">经过</span>强有力的、有说服力的证实它的独特性，使之所向披靡，势不可挡。</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;">ROI<span style="color: black;">理论</span></span></strong><span style="color: black;"><span style="color: black;">：</span><span style="color: black;">ROI<span style="color: black;">理论是一种实用的<span style="color: black;">宣传</span>创意指南，是</span><span style="color: black;">20</span><span style="color: black;">世纪</span><span style="color: black;">60</span><span style="color: black;">年代的<span style="color: black;">宣传</span>大师威廉·伯恩巴</span></span></span><span style="color: black;">克(William Bernback)<span style="color: black;">按照</span><span style="color: black;">自己</span>创作<span style="color: black;">累积</span>总结出来的一套创意理论。</span><span style="color: black;">ROI</span><span style="color: black;">理论的基本主张是优秀的<span style="color: black;">宣传</span><span style="color: black;">必要</span>具备三个基本特征，即:<span style="color: black;">相关</span>性 </span><span style="color: black;">(Relevance)</span><span style="color: black;">、原创性</span><span style="color: black;">(Originality)</span><span style="color: black;">、震撼力(Impact)。 三个原则的缩写<span style="color: black;">便是</span></span><span style="color: black;">ROI</span><span style="color: black;">。</span><span style="color: black;">ROI</span><span style="color: black;">理论<span style="color: black;">表现</span>了一种<span style="color: black;">宣传</span>思维方式的转变，即从<span style="color: black;">制品</span>到消费者，从诉求到表现的转变，强调<span style="color: black;">宣传</span>的艺术表现力，一改原来陈腐的<span style="color: black;">宣传</span>风格，为业界纷纷仿效。</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;"><span style="color: black;">危险</span>处理</span>3T<span style="color: black;">原则</span></span></strong><span style="color: black;"><span style="color: black;"><span style="color: black;">：</span>3T<span style="color: black;">原则由英国<span style="color: black;">危险</span>公关专家里杰斯特（</span><span style="color: black;">M. Regester. Michael</span><span style="color: black;">）在</span><span style="color: black;">Crisis </span></span></span><span style="color: black;">Management一书提出，强调<span style="color: black;">危险</span>处理时把握信息发布的重要性。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1. Tell You Own Tale<span style="color: black;">（以我为主<span style="color: black;">供给</span><span style="color: black;">状况</span>） ：强调组织牢牢<span style="color: black;">把握</span>信息发布主动权，其信息</span>的发布地、发布人都<span style="color: black;">必须</span>从“我”出发，以此来<span style="color: black;">增多</span>信息的保真度，从而主导舆论，避免<span style="color: black;">出现</span>信息真空的<span style="color: black;">状况</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2. Tell It Fast（尽快<span style="color: black;">供给</span><span style="color: black;">状况</span>） ：强调<span style="color: black;">危险</span>处理时组织应该尽快<span style="color: black;">持续</span>地发布信息； </span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3. Tell It All （<span style="color: black;">供给</span><span style="color: black;">所有</span><span style="color: black;">状况</span>）：强调信息发布全面、真实，<span style="color: black;">况且</span><span style="color: black;">必要</span>实言相告。</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;">移植</span>式<span style="color: black;">宣传</span></span></strong><span style="color: black;"><span style="color: black;">(Product Placement)：<span style="color: black;">指把<span style="color: black;">制品</span>及其服务<span style="color: black;">拥有</span><span style="color: black;">表率</span>性的视听品牌符号融</span>入影视或舞台作品中的一种<span style="color: black;">宣传</span>方式，给观众留下相当的印象，以达到营销目的。"<span style="color: black;">移植</span>式<span style="color: black;">宣传</span>"是随着电影、电视、游戏等的发展而兴起的一种<span style="color: black;">宣传</span>形式，它<span style="color: black;">指的是</span>在影视剧情、游戏</span></span><span style="color: black;">中刻意插入商家的<span style="color: black;">制品</span>或服务，以达到潜移默化的宣传效果。<span style="color: black;">因为</span>受众对<span style="color: black;">宣传</span>有天生的抵触心理，把商品融入这些娱乐方式的做法<span style="color: black;">常常</span>比硬性推销的效果好得多。世界上最早的<span style="color: black;">移植</span>式<span style="color: black;">宣传</span>是1929年美国动画片《大力水手》中的“菠菜”。</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;">POP<span style="color: black;"><span style="color: black;">宣传</span></span></span></strong><span style="color: black;"><span style="color: black;">：<span style="color: black;">指的是</span>在<span style="color: black;">各样</span>营业现场设置的<span style="color: black;">各样</span><span style="color: black;">宣传</span>形式。凡是在<span style="color: black;">商场</span>空间、购买场所、零售</span></span><span style="color: black;">商店的<span style="color: black;">周边</span>、内部以及在商品陈设的<span style="color: black;">地区</span>所设置的<span style="color: black;">宣传</span>物，都属于pop<span style="color: black;">宣传</span>，利用</span><span style="color: black;">pop</span><span style="color: black;"><span style="color: black;">宣传</span><span style="color: black;">剧烈</span>的色彩、<span style="color: black;">漂亮</span>的图案、<span style="color: black;">明显</span>的造型、幽默的动作、准确而生动的<span style="color: black;">宣传</span>语言，<span style="color: black;">能够</span>创造<span style="color: black;">剧烈</span>的<span style="color: black;">营销</span>气氛，吸引消费者的视线，促成其购买冲动。</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;">原生<span style="color: black;">宣传</span></span></strong><span style="color: black;"><span style="color: black;"><span style="color: black;">：当此<span style="color: black;">宣传</span>只能在单独平台中被付费投放，<span style="color: black;">例如</span></span>facebook<span style="color: black;">，</span><span style="color: black;">Weibo</span><span style="color: black;">，并且此种形</span></span></span><span style="color: black;">式适合此种平台的浏览环境时，此<span style="color: black;">宣传</span><span style="color: black;">叫作</span>为原生<span style="color: black;">宣传</span>。原生<span style="color: black;">宣传</span>是从网站和App用户体验出发的盈利模式，由<span style="color: black;">宣传</span>内容所驱动，并整合了网站和app本身的可视化设计</span><span style="color: black;">，</span><span style="color: black;">简单<span style="color: black;">来讲</span>，<span style="color: black;">便是</span>融合了网站、App本身的<span style="color: black;">宣传</span>，这种<span style="color: black;">宣传</span>会<span style="color: black;">作为</span>网站、</span><span style="color: black;">App</span><span style="color: black;">内容的一部分，如</span><span style="color: black;">Google</span><span style="color: black;">搜索<span style="color: black;">宣传</span>、Facebook的</span><span style="color: black;">Sponsored Stories</span><span style="color: black;">以及</span><span style="color: black;">Twitter</span><span style="color: black;">的</span><span style="color: black;">tweet</span><span style="color: black;">式<span style="color: black;">宣传</span>都属于这一范畴。</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;">信息流<span style="color: black;">宣传</span></span></strong><span style="color: black;"><span style="color: black;"><span style="color: black;">：是<span style="color: black;">位置于</span>社交<span style="color: black;">媒介</span>用户的好友动态、<span style="color: black;">或</span><span style="color: black;">新闻</span><span style="color: black;">媒介</span>和视听媒<span style="color: black;">身体</span>容流中的<span style="color: black;">宣传</span>。</span>信息流<span style="color: black;">宣传</span>的形式有<span style="color: black;">照片</span>、图文、视频等，特点是算法<span style="color: black;">举荐</span>、原生体验，<span style="color: black;">能够</span><span style="color: black;">经过</span>标签进行定向投放，<span style="color: black;">按照</span>自己的需求<span style="color: black;">选取</span>推<span style="color: black;">揭发</span>、落地页<span style="color: black;">或</span>应用下载等等，最后的效果取决于创意+定向</span><span style="color: black;">+</span><span style="color: black;">竞价三个关键<span style="color: black;">原因</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">信息流<span style="color: black;">宣传</span>的<span style="color: black;">优良</span>:1.流量庞大 </span><span style="color: black;">2.</span><span style="color: black;">算法领先 </span><span style="color: black;">3.</span><span style="color: black;">形式丰富 </span><span style="color: black;">4.</span><span style="color: black;">定向<span style="color: black;">精细</span> </span><span style="color: black;">5.</span><span style="color: black;">用户体验好。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">结合大数据和</span><span style="color: black;">AI</span><span style="color: black;">进行<span style="color: black;">精细</span>投放，无论是品牌<span style="color: black;">揭发</span>还是获取效果都可满足需求。信息流<span style="color: black;">宣传</span><span style="color: black;">已然</span><span style="color: black;">作为</span><span style="color: black;">媒介</span>平台流量变现的<span style="color: black;">重点</span>模式。</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;">长尾理论</span></strong><span style="color: black;"><span style="color: black;"><span style="color: black;">（</span>The Long Tail<span style="color: black;">）：是网络时代兴起的一种新理论，由美国人克里斯·安德森提出。</span>长尾理论认为，<span style="color: black;">因为</span>成本和效率的<span style="color: black;">原因</span>，当商品储存流通展示的场地和<span style="color: black;">途径</span>足够宽广，商品生产成本急剧下降以至于个人都<span style="color: black;">能够</span>进行生产，并且商品的<span style="color: black;">营销</span>成本急剧降低时，几乎任何以前看似需求极低的<span style="color: black;">制品</span>，只要有卖，都会有人买。这些需求和销量不高的<span style="color: black;">制品</span>所占据的<span style="color: black;">一起</span>市场份额，<span style="color: black;">能够</span>和主流<span style="color: black;">制品</span>的市场份额相比，<span style="color: black;">乃至</span>更大。</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;">品牌形象论</span></strong><span style="color: black;"><span style="color: black;">(Brand Image)：<span style="color: black;">是大卫·奥格威</span><span style="color: black;">(David Ogilvy)</span><span style="color: black;">在</span><span style="color: black;">20</span><span style="color: black;">世纪</span><span style="color: black;">60</span><span style="color: black;">年代中期提出的创意观</span></span></span><span style="color: black;">念。品牌形象论是<span style="color: black;">宣传</span>创意策略理论中的一个重要流派。<span style="color: black;">这里</span>策略理论影响下，<span style="color: black;">显现</span>了<span style="color: black;">海量</span>优秀的、成功的<span style="color: black;">宣传</span>。他认为品牌形象不是<span style="color: black;">制品</span>固有的，而是消费者联系<span style="color: black;">制品</span>的质量、价格、历史等，此观念认为每一则<span style="color: black;">宣传</span>都应是对<span style="color: black;">形成</span><span style="color: black;">全部</span>品牌的<span style="color: black;">长时间</span>投资。</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;">因此呢</span>每一品牌、每一<span style="color: black;">制品</span>都应发展和投射一个形象。形象经由<span style="color: black;">各样</span><span style="color: black;">区别</span>推广技术、<span style="color: black;">尤其</span>是<span style="color: black;">宣传</span>传达给顾客及潜在顾客。消费者购买的不止是<span style="color: black;">制品</span>，还购买承诺的物质和心理的利益。在<span style="color: black;">宣传</span>中诉说的<span style="color: black;">制品</span>的<span style="color: black;">相关</span>事项，对购买决策常比<span style="color: black;">制品</span><span style="color: black;">实质</span><span style="color: black;">持有</span>的物质上的属性更为重要。</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;">CI<span style="color: black;">理论：</span></span></strong><span style="color: black;"><span style="color: black;">Corporate Identity<span style="color: black;">，以美国著名<span style="color: black;">宣传</span>大师奥格威为<span style="color: black;">表率</span>，<span style="color: black;">指的是</span>为确定企业宗旨规</span>范企业<span style="color: black;">行径</span>，设计企业统一视觉识别系统而形成的对企业形象的总体设计。CI论的基本观点：<span style="color: black;">宣传</span>内容<span style="color: black;">必要</span>与CI战略所规定的整体形象保持统一性。</span><span style="color: black;">CI</span><span style="color: black;">战略中的<span style="color: black;">宣传</span>应<span style="color: black;">重视</span>延续和</span></span><span style="color: black;"><span style="color: black;">累积</span>的<span style="color: black;">宣传</span>效果。CI战略中的<span style="color: black;">宣传</span>应着眼于塑造<span style="color: black;">机构</span>的整体形象，而不是仅仅某一品牌的形象。</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;">宣传</span>策划：</span></strong><span style="color: black;">是集谋略与科学程序于一体的艺术，<span style="color: black;">必须</span>科学的策划思维，如谋略化思维、营销化思维、整合化思维、商品生命化思维和承诺<span style="color: black;">恰当</span>化思维等。</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;">宣传</span>策划的科学性<span style="color: black;">重点</span>表现为程序性。策划<span style="color: black;">宣传</span>作品、宣传活动经历若干环节，其中最基本的是开展<span style="color: black;">宣传</span>市场调查、进行<span style="color: black;">宣传</span><span style="color: black;">目的</span>决策、制定<span style="color: black;">宣传</span>定位策略、拟定<span style="color: black;">宣传</span><span style="color: black;">媒介</span>策略、确定<span style="color: black;">宣传</span>诉求策略、创造<span style="color: black;">宣传</span>宣传意境、创作<span style="color: black;">宣传</span>宣传文案、决定<span style="color: black;">宣传</span>表现策略、确定<span style="color: black;">宣传</span>预算<span style="color: black;">方法</span>、撰写《<span style="color: black;">宣传</span>项目策划书》。</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;">宣传</span>策划的艺术性<span style="color: black;">重点</span>表现为个性化。企业品牌、商务<span style="color: black;">宣传</span>、政府<span style="color: black;">宣传</span>和公益<span style="color: black;">宣传</span>的策划，既有共性的规律，更有<span style="color: black;">特殊</span>化的技巧。</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;"><span style="color: black;">精细</span>营销</span>(Precision marketing)</span></strong><span style="color: black;"><span style="color: black;">：<span style="color: black;">便是</span>在<span style="color: black;">精细</span>定位的<span style="color: black;">基本</span>上，依托现代信息技术手段<span style="color: black;">创立</span></span></span><span style="color: black;">个性化的顾客沟通服务体系，实现企业可度量的低成本扩张之路，是有态度的网络营销理念中的核心观点之一。<span style="color: black;">便是</span><span style="color: black;">机构</span><span style="color: black;">必须</span>更<span style="color: black;">精细</span>、可衡量和高投资<span style="color: black;">报答</span>的营销沟通，<span style="color: black;">必须</span>更注重结果和行动的营销传播计划，还有越来越注重对直接<span style="color: black;">营销</span>沟通的投资。</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;">精细</span>营销有三个层面的含义:</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第<span style="color: black;">1、</span><span style="color: black;">精细</span>的营销思想，营销的终极追求<span style="color: black;">便是</span>无营销的营销，到达终极思想的过渡<span style="color: black;">便是</span>逐步<span style="color: black;">精细</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第<span style="color: black;">2、</span>是实施<span style="color: black;">精细</span>的体系<span style="color: black;">保准</span>和手段，而这种手段是可衡量的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第<span style="color: black;">3、</span><span style="color: black;">便是</span>达到低成本可<span style="color: black;">连续</span>发展的企业<span style="color: black;">目的</span>。</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;">精细</span>营销<span style="color: black;">亦</span>是当今时代企业营销的关键，<span style="color: black;">怎样</span>做到<span style="color: black;">精细</span>，这是系统化流程，有的企业会<span style="color: black;">经过</span>营销做好相应企业营销分析，市场营销<span style="color: black;">情况</span>分析，人群定位分析，最<span style="color: black;">重点</span>的是<span style="color: black;">必须</span>充分挖掘企业<span style="color: black;">制品</span>所<span style="color: black;">拥有</span>的诉求点，实现真正<span style="color: black;">道理</span>上的<span style="color: black;">精细</span>营销。</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;">病毒营销</span></strong><span style="color: black;"><span style="color: black;">(Viral Marketing<span style="color: black;">）：是利用公众的积极性和人际网络，让营销信息像病毒<span style="color: black;">同样</span>传</span>播和扩散，营销信息被快速复制传向数以万计、数以百万计的观众，它能够像病毒<span style="color: black;">同样</span>深入人脑，快速复制，<span style="color: black;">快速</span>传播，将信息<span style="color: black;">短期</span>内传向<span style="color: black;">更加多</span>的受众。</span></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;">病毒营销是一种<span style="color: black;">平常</span>的网络营销<span style="color: black;">办法</span>，常用于进行网站推广、品牌推广等。<span style="color: black;">亦</span><span style="color: black;">便是</span>说，病毒营销是<span style="color: black;">经过</span><span style="color: black;">供给</span>有价值的<span style="color: black;">制品</span>或服务，"让<span style="color: black;">大众</span>告诉<span style="color: black;">大众</span></span><span style="color: black;">"</span><span style="color: black;">，<span style="color: black;">经过</span>别人为你宣传，实现"营销杠杆</span><span style="color: black;">"</span><span style="color: black;">的<span style="color: black;">功效</span>。病毒式营销<span style="color: black;">已然</span><span style="color: black;">作为</span>网络营销最为独特的手段，被越来越多的商家和网站成功利用。病毒式营销<span style="color: black;">亦</span><span style="color: black;">能够</span><span style="color: black;">叫作</span>为是口碑营销的一种，它是利用群体之间的传播，从而让人们<span style="color: black;">创立</span>起对服务和<span style="color: black;">制品</span>的<span style="color: black;">认识</span>，达到宣传的目的。</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;">场景营销</span></strong><span style="color: black;"><span style="color: black;">：是基于网民的上网<span style="color: black;">行径</span>始终处在输入场景、搜索场景和浏览场景这三大场景之</span></span><span style="color: black;">一的一种新营销理念。浏览器和搜索引擎则广泛服务于资料搜集、信息获取和网络娱乐、</span><span style="color: black;">网购等大部分网民网络<span style="color: black;">行径</span>。针对这三种场景，以充分尊重用户网络体验为先，围绕网民输入信息、搜索信息、<span style="color: black;">得到</span>信息的<span style="color: black;">行径</span>路径和上网场景，构建了以"兴趣引导</span><span style="color: black;">+</span><span style="color: black;">海量<span style="color: black;">揭发</span></span><span style="color: black;">+</span><span style="color: black;">入口营销</span><span style="color: black;">"</span><span style="color: black;">为线索的网络营销新模式。用户在"感兴趣、<span style="color: black;">必须</span>和寻找时</span><span style="color: black;">"</span><span style="color: black;">，企业的营销推广信息才会<span style="color: black;">显现</span>，充分结合了用户的需求和目的，是一种充分满足推广企业"海量</span><span style="color: black;">+</span><span style="color: black;"><span style="color: black;">精细</span></span><span style="color: black;">"</span><span style="color: black;">需求的营销方式。</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;">整合<span style="color: black;">营销</span></span></strong><span style="color: black;">：</span><span style="color: black;"><span style="color: black;">指的是</span>企业以消费者为核心，对企业<span style="color: black;">行径</span>和市场<span style="color: black;">行径</span>进行重组，综合协调地<span style="color: black;">运用</span><span style="color: black;">各样</span>形式的传播方式，以统一的<span style="color: black;">目的</span>和统一的形象，传递一致的<span style="color: black;">制品</span>信息，实现与消费者的有效沟通，<span style="color: black;">快速</span><span style="color: black;">创立</span>与消费者<span style="color: black;">长时间</span>密切的关系从而达到有效营销的目的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">整合营销是企业的一项系统工程，它<span style="color: black;">触及</span>企业<span style="color: black;">行径</span>的方方面面。它既<span style="color: black;">包含</span>理论界公认的营销理念、营销战略、营销策略、营销组织等方面的动态组合，</span><span style="color: black;">还<span style="color: black;">包含</span></span><span style="color: black;">企业资产</span><span style="color: black;">的置换、</span><span style="color: black;">企业形象</span><span style="color: black;"><span style="color: black;">的</span>"<span style="color: black;">再造</span><span style="color: black;">"</span><span style="color: black;">等。营销整合强调，企业在</span></span><span style="color: black;">营销<span style="color: black;">目的</span></span><span style="color: black;">的<span style="color: black;">指点</span>下，对<span style="color: black;">各样</span>营销整合<span style="color: black;">原因</span>进行系统化动态组合，使各<span style="color: black;">原因</span>协调地适应营销的<span style="color: black;">外边</span>环境，使企业与外界融为一体，从而<span style="color: black;">保准</span>企业<span style="color: black;">有效</span>快速地实现企业预期的营销<span style="color: black;">目的</span>。</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;">最后附上前几期推送的<span style="color: black;">宣传</span>篇名词解释合集</span></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;">两篇推送整合<span style="color: black;">一块</span>看效果更好哦~</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;">名词合集5·<span style="color: black;">宣传</span>篇|USP理论、<span style="color: black;">宣传</span>提案、舒尔茨整合营销传播、<span style="color: black;">宣传</span>创意......</a></p><img src="https://mmbiz.qpic.cn/mmbiz_png/zhtvhQNibib1FzZFYVOKiaq2Nq8nNOLgumRMUfz9sUYm5zYSEVQ7uknMe0NZFTboGshF7RAMzNRuPpuFPzmHoCSlw/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_jpg/zhtvhQNibib1GVVLIEYZpKqXM1ryoBTrkibgk0g7tHVRG9kW1uicZhP53s6ppwslHML6ZSKSLpN9vDFkxlZibNqhmOA/640?wx_fmt=jpeg&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;"><strong style="color: blue;">PS:请你告诉传播匠你近期最想看的内容</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">评论留言or私信</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">知识树洞 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">craft/man/ship</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;">针对</span>当下的“传媒现象”，你若是有想说的，有趣的，有深度的，欢迎来稿告诉<span style="color: black;">咱们</span>，<span style="color: black;">咱们</span>将与<span style="color: black;">大众</span>分享你的观点。</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;">你收获的<span style="color: black;">不仅</span>是<span style="color: black;">报酬</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;">征稿邮箱：craftmanship@163.com</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">编辑：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">嬷嬷</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;">照片</span>：Internetnet</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">传播匠</p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/zhtvhQNibib1GVVLIEYZpKqXM1ryoBTrkibN15xIQKOW0SzI85KLanDQNz3ISAZWCkQJvtjUabDNBZRE6bgXawicxg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
对于这个问题，我有不同的看法... 顶楼主，说得太好了！
页:
[1]