文案起源及超级宣传语策划
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">1、</span>文案起源</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在中国古代，文案<span style="color: black;">一般</span>有两种意思，一种<span style="color: black;">指的是</span>物，文案<span style="color: black;">也</span>作“文按”，<span style="color: black;">包含</span>公文案卷<span style="color: black;">或</span>办公桌子，后来<span style="color: black;">乃至</span>把桌上的<span style="color: black;">关联</span>办公物品都<span style="color: black;">叫作</span>为文案，<span style="color: black;">例如</span>笔筒、笔洗、笔舔、笔架 等；另一种<span style="color: black;">指的是</span>人，<span style="color: black;">包含</span>旧时衙门里草拟文牍、掌管档案的幕僚等。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">现代文案的概念<span style="color: black;">源自</span>于<span style="color: black;">宣传</span>行业，是“<span style="color: black;">宣传</span>文案”（copy writer）的简<span style="color: black;">叫作</span>，多指以文字的形式表现<span style="color: black;">宣传</span>的信息内容。文案<span style="color: black;">区别</span>于国画等设计作品，它是一个与<span style="color: black;">宣传</span>创意先后相继的表现、发展和深化的过程。<span style="color: black;">做为</span><span style="color: black;">日前</span><span style="color: black;">非常</span>主流的宣传手段之一，文案被广泛应用于<span style="color: black;">机构</span><span style="color: black;">宣传</span>、企业宣传、<span style="color: black;">资讯</span>策划等多个<span style="color: black;">行业</span>。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">2、</span>文案<span style="color: black;">功效</span></h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">文案的专业是编辑、撰写<span style="color: black;">宣传</span>文字内容或影视<span style="color: black;">媒介</span>中的对话、旁白，<span style="color: black;">详细</span><span style="color: black;">制品</span>是：<span style="color: black;">宣传</span>语、大标题、内文等。策划<span style="color: black;">亦</span><span style="color: black;">叫作</span>创意策划，<span style="color: black;">便是</span>回答做某件事情的<span style="color: black;">规律</span><span style="color: black;">次序</span>。策划<span style="color: black;">按照</span><span style="color: black;">机构</span>的职业<span style="color: black;">必须</span>分成游戏策划，市场策划，营销策划，<span style="color: black;">宣传</span>策划，<span style="color: black;">制品</span>策划，节目策划，电影策划，房地产策划等等。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">文案策划<span style="color: black;">能够</span><span style="color: black;">帮忙</span>企业传达核心诉求，表现创意核心，塑造品牌形象，从而引导消费者决策<span style="color: black;">行径</span>。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">3、</span>超级<span style="color: black;">宣传</span>语的含义</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">超级<span style="color: black;">宣传</span>语不是讲空洞的概念，<span style="color: black;">亦</span>不是讲一句无关痛痒的<span style="color: black;">美丽</span>话，而是在提炼出超级卖点之后，打<span style="color: black;">导致</span>一句品牌超级话语。此超级话语需<span style="color: black;">包括</span>品牌名、品牌定位、差异卖点及行动指令四大核心要素。简单<span style="color: black;">来讲</span>，打造超级<span style="color: black;">宣传</span>语的核心<span style="color: black;">办法</span>，即<span style="color: black;">相关</span>用户大脑中早已存在且<span style="color: black;">熟练</span>的语言（如<span style="color: black;">白话</span>、俗语、历史故事等），将其绑定至品牌上，从而形成依据脱口而出的品牌<span style="color: black;">白话</span>。<span style="color: black;">这般</span>的<span style="color: black;">宣传</span>语<span style="color: black;">才可</span>让人一听就懂，且能让人快速记忆，<span style="color: black;">霸占</span>用户心智，从而使其进行购买决策时无需筛选抉择，直接<span style="color: black;">选取</span>你的品牌。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">4、</span>超级<span style="color: black;">宣传</span>语的八大提炼方向</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、品类型：品牌=品类</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/a959e1ebd7c2400e8a5004270ee6b9f6~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723548273&x-signature=2d2LZjSgpwv1GLLqkVFUfHGgr4c%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">果冻，我就爱喜之郎（以品牌霸占用户对品类认知）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、独特<span style="color: black;">营销</span>价值主张：USP（<span style="color: black;">必要</span>向受众<span style="color: black;">描述</span><span style="color: black;">制品</span>的特点，<span style="color: black;">同期</span>这个特点<span style="color: black;">必要</span>是独特的、<span style="color: black;">必要</span>能够<span style="color: black;">导致</span><span style="color: black;">营销</span>）</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/45ac1370e2c94d548c1d5f98323e1168~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723548273&x-signature=2XpXq584S5jmTX8r3wudu2MW8GQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3、购买理由型 问题=<span style="color: black;">处理</span><span style="color: black;">方法</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/768e2d2a5448458690a1f26f30941382~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723548273&x-signature=HD4l1FulLuGD6e10OaZWvitac%2FY%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4、场景驱动型 场景=<span style="color: black;">处理</span><span style="color: black;">方法</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/14909183158049a899af5304bdb25922~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723548273&x-signature=T57eMIbqxqqs6GVrcrNE4DuYzt4%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5、情感型 情感=记忆（好男人<span style="color: black;">便是</span>要顾家！）</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/5d7392f394d04d358f47dac5592cadd2~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723548273&x-signature=tsX0ZCJW3%2BDF9ZzOklAgGqyAadQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">6、体验型 体验=价值</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/acdfaca47c2c44f0b42f16f30cce381a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723548273&x-signature=Ie%2FO1rDY3hEhHVg3owlfKQAqu%2Bo%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">7、情怀/价值观型 情感共鸣 = 自我表征</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/9f4a9eb4e81a4c6abd85ca8f8e3b032c~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723548273&x-signature=Bqwxfbn6EOnmICg9bk6Z%2FSH0VcI%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">8、核心记忆型（1234胃必治）</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/8dc182fd0dd44e57a129f9feef62b7e7~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723548273&x-signature=0J%2F%2FPNT38rS0H0WnY5CFzV3dv3Q%3D" style="width: 50%; margin-bottom: 20px;"></div>作者：河北盘古培训部
对于这个问题，我有不同的看法... 谷歌外链发布 http://www.fok120.com/ 楼主的文章深得我心，表示由衷的感谢！ 你的留言真是温暖如春，让我感受到了无尽的支持与鼓励。 你的言辞如同繁星闪烁，点亮了我心中的夜空。 你的见解真是独到，让我受益匪浅。
页:
[1]