广告学概论复习大纲。(4)

广告学概论。

unique—either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.

The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.

Examples of ads with USP : "The milk chocolate melts in your mouth, not in your hand"

Some unique propositions that were pioneers when they were introduced:

Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30 minutes or less -- or it's free." : "When your package absolutely, positively has to get there overnight" : "The milk chocolate melts in your mouth, not in your hand" : "Wonder Bread Helps Build Strong Bodies 12 Ways"

Some good current examples of products with a clear USP are:

: "You get rid of dandruff" : "You get younger-looking skin"

品牌形象理论

提出者：David MacKenzie Ogilvy, CBE (June 23, 1911–July 21, 1999)

奥格威对于品牌形象的两个观点：

（1）主张品牌要有个性 David Ogilvy ：You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.你必须决定你的品牌要什么形象。形象意味着个性。产品像人们一样，有个性，它们在市场中能够树立或者打破形象。

（2）主张广告要为品牌形象服务 ： Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.每一则广告都应该被视为对品牌形象的复杂的符号的一种贡献。

李奥·贝纳（Leo Burnett ）的广告创意

Leo Burnett (, - , ) was an executive famous for creating such icons as the Jolly Green Giant, the Marlboro Man, the Pillsbury Doughboy and Tony . 1935年创办李奥·贝纳广告公司。

使用Icons作为品牌标志是Leo Burnett公司的创意特色。

案例：Marlboro cigarettes

1920年代引进市场，为女士香烟。广告宣传―Mild as May‖；1955年将Marlboro cigarettes 定位为男士香烟；1955年 Philip Morris Co.委托Leo Burnett 广告公司 reintroduced Marlboro cigarettes。通过广告运动，很快将Marlboro cigarettes 重新定位为男士香烟。Morris 公司先后使用了一批文身的男人(tattooed men)做代言形象，最后是牛仔（cowboy）形象最流行。

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