摘要
广告是企业进行市场竞争的重要手段,也是塑造品牌最常用的方法之一。因此,广告代言人的选择就成为广告策略、营销传播乃至整体品牌战略中一个值得关注的焦点。广告代言人的使用对于企业树立形象,提高知名度,塑造品牌有着不可估量的作用。
Advertising is an important means of market competition, but is also one of the most commonly used methods to build brands Therefore, the choice of ads spokesmen becomes a focus of advertising strategies, marketing communications and brands strategies. The use of ads spokesmen is very important to build the corporate image, increase the awareness and shape the brands.
出处
《技术经济与管理研究》
2008年第6期75-77,共3页
Journal of Technical Economics & Management
