广告创意对消费行为影响的研究.pdf

摘 要
随着现代化社会市场竞争的不断加剧，广告创意作为企业从事市场营销获得的基本策
略和重要手段，起到了日益显著的作用。在顾客就是上帝的今天，消费者既是广告的作用
和对象，又是商品的购买者，所以，广告创意要想取得好的效果，必须以消费者为中心，
符合消费者的心理和行为特点。而现代广告创意已步入整合营销传播时代，广告创意已不
止于影响消费者，而是贯穿消费行为的全过程，所以，广告创意对于消费行为而言，具有
重大的影响。它从消费者的消费行为出发，研究广告创意与消费者的内在联系，并寻求广
告创意对消费者消费的积极作用，从而实现企业的市场营销目标。就此意义而言，广告创
意在今天仍然是广告制胜的利器，在满足消费者本身的同时，带来企业效益的提高，而且
也扩大了消费市场。
关键词： 广告创意； 消费行为； 影响；
ABSTRACT
With the growing competition in the market of modern society, as a creative enterprise
engaged in the basic strategy and an important means of marketing available, play an
increasingly significant role. In today's customer is God, not only the role of advertising and
consumer objects, but also a commodity buyers, so creative in order to achieve good results,
must be consumer-centric, in line with the psychological and behavioral characteristics of
consumers. The modern advertising creative has entered the era of integrated marketing
communications, advertising creative influence has been more than just consumers, but
consumer behavior throughout the entire process, so in terms of consumer behavior for
advertising creative, have a significant impact. It is starting from a consumer behavior study
creative intrinsic link with consumers, and to seek an active role in creative advertising on
consumer spending, in order to achieve corporate marketing objectives. In this sense, creative
advertising today is still winning weapon, at the same time satisfy the consumers themselves, to
bring improved business efficiency, but also to expand the consumer market.
Keywords: creative; consumer behavior; impact;
目 录
第一章 广告创意的概念及作用 ⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯ 1
广告创意的概念 ⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯ 1
广告创意的作用 ⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯ 1
广告创意的原则和特点 ⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯