广告专业英文毕业论文

广告专业英文毕业论文内容摘要：

rently purchasing (Shimp, 2020). Step four is to form beliefs and attitudes. After trying a brand, consumers will decide to form beliefs about its performance or not. Those beliefs will form the basis for developing an overall attitude. Step five is reinforcing beliefs and attitudes. Terence Shimp says, once 10 Establish brand loyalty by advertising: An international confectionery brand in China brandspecific beliefs and attitudes are formed as the oute from firsthand product usage experience, subsequent marketing munications serve merely to reinforce the consumers39。 beliefs and attitudes that resulted from trying the product (Shimp, 2020). The reinforcement purpose is to acplish brand loyalty. If the brand continues to satisfy expectations and be a superior brand, then consumers may bee brandloyal purchasers. Advertising Advertising is defined as “any paid form of nonpersonal munication about an anization, product, service, or idea by an identified sponsor” (Advertising Age, 2020). The purpose of advertising is to build brand equity and to sell products. Advertising can guide consumers to recognize a brand, to purchase a product, and trust a brand。 then increase the awareness of the product and reinforce brand loyalty. Successful advertising should address consumers’ needs, create aspiration and understanding through specific approaches and messages that are relevant to the evolving relationship between consumers and products。 and then establish its own brand loyalty. Of all the mar tools, advertising (via mass media or otherwise) generally is the most effective and efficient method for quickly creating brand awareness ( Shimp, 2020). 11 Establish brand loyalty by advertising: An international confectionery brand in China Key Concept in Advertising On receiving the brief, the agency will develop a creative strategy that will fulfill the requirements of the brief. A good concept can be applied, extended and easily adapted to fit the most appropriate media. Advertising is a paid nonpersonal munication from an identified sponsor using mass media to persuade or influence audiences. A good television advertisement should always speak a language easily understood by the audience and project a distinct tone and manner through copy and visual images that be fit the brand value and personality. In the process of an advertising campaign, a good advertisement must let the target audiences feel that it can fulfill their needs. We can find in Maslow’s Hierarchy of Needs theory that all the needs and desires of the human beings can be divided into five parts: Physiological needs, such as food, water, air。 Safety needs, such as protection, order, stability。 Social needs, such as affection, relationships, belonging。 Ego needs, such as prestige, status, selfesteem。 SelfActualization, such as selffulfillment (Schiffman amp。 Kanuk, 2020). In general, efforts to enhance brand loyalty are acplished through the initial choice of positive brand knowledge. An effective advertisement is responsible for a positive brand image and massive market share. The marketers of “Alpenliebe” have devised an advertising campaign to position the candy’s sweet taste and relate it to a happy life. It uses the concept of “love” to establish a positive image to create, enhance, reinforce and maintain awareness of the 12 Establish brand loyalty by advertising: An international confectionery brand in China brand. For an advertising campaign to be successful, a brand must relate to, and exploit, the needs, values and lifestyles of consumers in such a way that the meanings involved give added values, and differentiate the brand from other brands (Broadbent amp。 Cooper, 1987, p3). It also generally incorporates the pany39。 s core brand values. Planning advertising campaigns by using mass media An advertising message will be effective if it is placed in the right media and vehicles that best reaches the target. Media and messages represent a handinglove relationship, where each must be patible with the other (Shimp, 2020). In the basic munication model, there are five ponents。 sender, message, medium, receiver, and feedback. In a successful advertisement, sender and medium can be used to increase the market share, establish strong brand awareness and brand image, and can also enhance brand loyalty. We receive messages via the television, Inter, mail, billboard and wordofmouth in our daily life. Bill Nissim uses the basic munication model in his article Brand Loyalty: The Psychology of Preference. All messages are coded patterns and sensations – colors, sounds, odors or shapes (message). Those messages deemed recognizable, or a basis for a relationship, are decoded and stored in our memory (receiver). A successful convergence between sender and receiver will result in some type of response to a brand39。 s pelling message (feedback) (Nissim, 2020). 13 Establish brand loyalty by advertising: An international confectionery brand in China Media is the general munication method that carries advertisement messages by television, magazines, or newspapers. Today, new media has more effective ways for carring advertising messages. Some vehicles are the specific broadcast programs or print choices in which advertisements are placed (Shimp, 2020). 14 Establish brand loyalty by advertising: An international confectionery brand in China Methodology As candy is popular, I want to find out what factors lead customers to buy candies. I also want to find out which resources consumers use to buy candies。 why Alpenliebe candy is popular among consumers, and how the candies affect their lives. Through the research, this survey can answer the questions: RQ1: Why is“Alpenliebe” so。