摘要
品牌代言人策略开始受到企业的重视 ,但错误观念可能对其运用和研究产生负面影响。因此 ,必须澄清品牌代言人基本概念 ,包括品牌代言人的概念、类型和作用 ,从而正确认识品牌代言人策略与名人广告在外在形式、指导思想、实际效果、企业运作等方面存在的巨大差异 ,即 :名人广告只是一种广告表现形式 ;而品牌代言人战略则是关系品牌建设的战略决策内容。
Brand-spokesperson strategy (BSS) has been paid highly attention to by the enterprise, but it may be hindered by the erroneous ideas. By discussing BSS, including its concepts, categories and function, this article shows the differences between BSS and celebrity advertisements. In short, celebrity advertisement is only one type of advertisements; while BSS is one of strategies which deals with the strategy management of the enterprise.
出处
《湖州师范学院学报》
2004年第3期36-40,共5页
Journal of Huzhou University
关键词
名人广告
品牌代言人
品牌代言人策略
celebrity advertisement
brand spokesperson
brand spokesperson strategy
