关联性原则在广告创意中的运用

关联性原则是ROI原则的重要组成部分。它主要指的是广告创意必须与产品、消费者、竞争者、广告目标相关联。要实现广告创意与产品的关联,必须在对产品概念进行了解、分析的基础上恰当地运用表现技巧彰显产品的个性;广告创意与消费者的关联指的是广告要站在消费者的立场说话;广告创意与竞争者的关联的关键是同中求异;广告创意与广告目标的关联指的是广告创意必须围绕广告目标的变更而变更。关联性原则是广告人无法摆脱的一个紧箍。当然聪明的广告人往往懂得如何化腐朽为神奇,使紧箍成为自己头上最美丽的饰物。

The Application of Relevance Principle in Advertisement

The Principle of Relevance is an important part of ROI .It refers to the advertisement creation must be related with product,consumers,competitors and aims.To realize the Relevance between creative thinking of advertisement and products,the characteristic of the products must be displayed properly by using technique of expression on the ground of the understanding and analysis of the products.The Relevance between creative thinking of advertisement and the consumers means that advertisement must stand by and speak for consumers.The key to the Relevance between creative thinking of advertisement and the competitors is to seek common ground while reserving differences.The Relevance between creative thinking of advertisement and the aim of advertisement is that creative thinking of advertisement must be changed alongside with the change of the aim of advertisement.The Principle of Relevance is an nuisance inevitable to advertisers.Of course,a wise advertiser often know how to turn it into a good thing,which makes it like the most beautiful ornaments in the head.