tw4ld6 发表于 2024-8-9 12:59:00

【企业宣传文案】宣传企业文案-零点星传媒


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_gif/U6Sdf7WYMxpGiatJiaAzpJWPcNefJHdjZETGxYia4zP006uzn9jUGyR7C1vzwy96fRL0EcKv2sjPriboUkw0DZFKEw/0?tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;">
      &nbsp; &nbsp;</p><span style="color: black;">机构</span>宣传文案【零点星传媒sell】<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">创意文案</span><span style="color: black;"> | <span style="color: black;">带上一双<span style="color: black;">宣传</span>文案策划的眼睛，<span style="color: black;">咱们</span>去刷街！</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">新<span style="color: black;">媒介</span>传播和事件营销大行其道的今天，你会不会感叹纯文案的黄金年代<span style="color: black;">已然</span>过去了？</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">看了这些作品，你会<span style="color: black;">发掘</span>，只要有人出门遛大街，逛商场，泡咖啡馆，走在太阳底下时，还愿意把视线离开手机一会儿，用来东张西望。<span style="color: black;">那样</span>，文案的魅力，依旧光芒四射。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">宣传</span>文案策划的创意是<span style="color: black;">怎样</span>产生的。<span style="color: black;">哪些</span>非常独特的<span style="color: black;">宣传</span>营销方式是怎么想出来的。<span style="color: black;">此刻</span><span style="color: black;">博主</span>就来告诉你<span style="color: black;">宣传</span>文案策划创意过程。文案<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”的简<span style="color: black;">叫作</span>，由</span><span style="color: black;">copy writer<span style="color: black;">翻译而来。多指以语辞进行<span style="color: black;">宣传</span>信息内容表现的形式，有广义和狭义之分，广义的<span style="color: black;">宣传</span>文案<span style="color: black;">包含</span>标题、正文、口号的撰写和对<span style="color: black;">宣传</span>形象的<span style="color: black;">选取</span>搭配；狭义的<span style="color: black;">宣传</span>文案<span style="color: black;">包含</span>标题、正文、口号的撰写。策划是<span style="color: black;">宣传</span>系统中的根基与框架，文案则是<span style="color: black;">宣传</span>中的一个环节（<span style="color: black;">宣传</span>的文字创意部分）。策划<span style="color: black;">能够</span><span style="color: black;">触及</span>到前期市场调查、分析、提炼等一系列庞杂繁复的工序，并决定了后续平面、文案的创作方向。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/U6Sdf7WYMxpGiatJiaAzpJWPcNefJHdjZEYaw7xh7BrTD3jQz42IWBr0bRMd2DmIS1ibkLIRksVPb6AvsN5H7mDiag/640?tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">(<span style="color: black;">一</span>)<span style="color: black;"><span style="color: black;">宣传</span>文案策划创意过程</span></span></span><span style="color: black;"><span style="color: black;"><span style="color: black;">宣传</span>文案过程可分下列五个<span style="color: black;">周期</span></span></span><span style="color: black;">&nbsp; &nbsp; 1</span><span style="color: black;"><span style="color: black;">、准备期</span><span style="color: black;">--<span style="color: black;"><span style="color: black;">科研</span>所搜集资料，<span style="color: black;">按照</span>旧经验，启发新创意，资料分为<span style="color: black;">通常</span>资料五特殊资料，<span style="color: black;">所说</span>特殊资料，系指专为某一<span style="color: black;">宣传</span>活动而搜集的<span style="color: black;">相关</span>资料。</span></span></span><span style="color: black;">&nbsp; &nbsp; 2</span><span style="color: black;"><span style="color: black;">、孵化期</span><span style="color: black;">--<span style="color: black;">把所搜集的资料加以咀嚼消化，使<span style="color: black;">认识</span>自由发展，并使其结合。<span style="color: black;">由于</span>一切创意的产生，都在偶然的机会<span style="color: black;">忽然</span><span style="color: black;">发掘</span>的。</span></span></span><span style="color: black;">&nbsp; &nbsp; 3</span><span style="color: black;"><span style="color: black;">、启示期</span><span style="color: black;">--<span style="color: black;">大<span style="color: black;">都数</span>心理学家认为：印象是产生启示的源泉，所以本<span style="color: black;">周期</span>是在<span style="color: black;">认识</span>发展与结合</span></span><span style="color: black;"> <span style="color: black;">中，</span> <span style="color: black;">产生<span style="color: black;">各样</span>创意。</span></span></span><span style="color: black;">&nbsp; &nbsp; 4</span><span style="color: black;"><span style="color: black;">、验证期</span><span style="color: black;">--<span style="color: black;">把所产生的创意予以检讨修正，使更臻完美</span></span></span><span style="color: black;">&nbsp; &nbsp; 5</span><span style="color: black;"><span style="color: black;">、形成期</span><span style="color: black;">--<span style="color: black;">以文字或图形将创意<span style="color: black;">详细</span>化</span></span></span><span style="color: black;">&nbsp; &nbsp; (</span><span style="color: black;"><span style="color: black;">二</span><span style="color: black;">)<span style="color: black;"><span style="color: black;">宣传</span>文案策划思考<span style="color: black;">办法</span></span></span></span><span style="color: black;"><span style="color: black;">美国<span style="color: black;">宣传</span>学教授，詹姆斯·扬说“创意不仅是靠灵感而<span style="color: black;">出现</span>的，纵使有了灵感，<span style="color: black;">亦</span>是<span style="color: black;">因为</span>思考而<span style="color: black;">得到</span>的结果。”创意是从“现有的要素重新组合”而衍生出来的，创意并非天才者的<span style="color: black;">独霸</span>品。</span></span><span style="color: black;"><span style="color: black;"><span style="color: black;">宣传</span>文案策划思考<span style="color: black;">办法</span><span style="color: black;">包含</span>以下三种：</span></span><span style="color: black;">&nbsp; &nbsp; 1</span><span style="color: black;"><span style="color: black;">、垂直思考法：即<span style="color: black;">根据</span><span style="color: black;">必定</span>的思考路线进行的，向上或向下的垂直式思考，</span><span style="color: black;"> <span style="color: black;">是头脑的自我扩大</span> <span style="color: black;"><span style="color: black;">办法</span>。其一向被</span> <span style="color: black;"><span style="color: black;">评估</span>为最理想的思考法。优点</span> <span style="color: black;">是比较稳妥，有一个较为<span style="color: black;">知道</span>的思考方向。其缺陷是偏重于以往的经验、模式、只是对旧<span style="color: black;">认识</span>进行重版或改良。</span></span></span><span style="color: black;">&nbsp; &nbsp; 2 . </span><span style="color: black;"><span style="color: black;">水平思考法。又<span style="color: black;">叫作</span>横向思考法，在思考问题时向着多方位方向发展。此<span style="color: black;">办法</span>有益于产生新的创意却<span style="color: black;">没法</span>取代垂直思考法，只能弥补后者不足。任何构想的思考，仍就<span style="color: black;">选择</span></span><span style="color: black;"> <span style="color: black;">垂直法，<span style="color: black;">同期</span>水平思考法又可提醒创意者在思考时不固步自封，两<span style="color: black;">办法</span>相互<span style="color: black;">协同</span>，加以灵活运用，可收到事半功倍的效果。</span></span></span><span style="color: black;">&nbsp; &nbsp; 3</span><span style="color: black;"><span style="color: black;">。集脑会商法：即一组人员运用开会的方式将所有与会人员对特殊问题的主意，聚积起来以<span style="color: black;">处理</span>问题。是一种极有价值的创意思考<span style="color: black;">办法</span>。</span></span><span style="color: black;"><span style="color: black;"><span style="color: black;">4、</span><span style="color: black;">宣传</span>文案策划的</span><span style="color: black;"> USP <span style="color: black;"><span style="color: black;">宣传</span>策略</span></span></span><span style="color: black;">&nbsp; &nbsp; (</span><span style="color: black;"><span style="color: black;">一</span><span style="color: black;">) USP <span style="color: black;">策略特点：</span></span></span><span style="color: black;">&nbsp; &nbsp; USP </span><span style="color: black;"><span style="color: black;">策略即指独特的<span style="color: black;">营销</span>主题</span><span style="color: black;">( Unique Setting Proposition) <span style="color: black;">，<span style="color: black;">仅有</span>当<span style="color: black;">宣传</span>能指出<span style="color: black;">制品</span>的独特之外时<span style="color: black;">才可</span>行之有效，即应在传达内容时<span style="color: black;">发掘</span>和发展自己的独特<span style="color: black;">营销</span>主题。</span> USP <span style="color: black;"><span style="color: black;">拥有</span>三部分特点：</span></span></span><span style="color: black;">1</span><span style="color: black;"><span style="color: black;">、<span style="color: black;">必要</span><span style="color: black;">包括</span>特定的商品效用。即每一<span style="color: black;">宣传</span>都要对消费者提出一个说辞，给予消费者一个<span style="color: black;">知道</span>的利益承诺。</span></span><span style="color: black;">2</span><span style="color: black;"><span style="color: black;">、<span style="color: black;">必要</span>是独特的，<span style="color: black;">独一</span>的，是其它同类竞争商品不<span style="color: black;">拥有</span>或<span style="color: black;">无</span>宣传过的说辞。</span></span><span style="color: black;">3</span><span style="color: black;"><span style="color: black;">、<span style="color: black;">必要</span>有利于促进<span style="color: black;">营销</span>，即这一说辞<span style="color: black;">必定</span>要强有力到能招来数百万计</span><span style="color: black;"> <span style="color: black;">的<span style="color: black;">公众</span>。</span></span></span><span style="color: black;"><span style="color: black;"><span style="color: black;">因为</span>科学技术急速发展，人类社会<span style="color: black;">持续</span>向前推动，单靠<span style="color: black;">通常</span>化，模式化的<span style="color: black;">宣传</span>文案和表现已<span style="color: black;">不可</span><span style="color: black;">导致</span><span style="color: black;">公众</span>的<span style="color: black;">重视</span>和兴趣，<span style="color: black;">必要</span>在<span style="color: black;">制品</span>中寻找并在<span style="color: black;">宣传</span>中<span style="color: black;">描述</span><span style="color: black;">制品</span>的独特之处，即实施独特的<span style="color: black;">营销</span>主题。这一新的<span style="color: black;">宣传</span>文案策略一经<span style="color: black;">面世</span>便立即在<span style="color: black;">宣传</span>界<span style="color: black;">导致</span>热烈响应，并在</span><span style="color: black;">20<span style="color: black;">世纪五六十年代得到<span style="color: black;">广泛</span>推广。且其提出者罗素·瑞夫斯</span> USP <span style="color: black;">利用策略创作了许多优秀的成功<span style="color: black;">宣传</span>。</span></span></span><span style="color: black;">&nbsp; &nbsp; (</span><span style="color: black;"><span style="color: black;">二</span><span style="color: black;">) USP<span style="color: black;">策略的理论<span style="color: black;">基本</span>和心理<span style="color: black;">基本</span></span></span></span><span style="color: black;">&nbsp; &nbsp; 1</span><span style="color: black;"><span style="color: black;">、</span><span style="color: black;"> USP <span style="color: black;">策略的理论<span style="color: black;">基本</span>。随着经济的发展和生产力的<span style="color: black;">加强</span>，市场商品日益丰富，竞争<span style="color: black;">亦</span>趋于激烈，依据标准化的同质<span style="color: black;">制品</span>或同质信息诉求很难再赢得消费者，<span style="color: black;">因此呢</span>差异化营销<span style="color: black;">作为</span>企业<span style="color: black;">重点</span>的营销战略<span style="color: black;">选取</span>。差异化营销充分<span style="color: black;">思虑</span>到了消费者需求的多样性和异质性。</span> USP <span style="color: black;">策略适应了营销战略的<span style="color: black;">需求</span>，<span style="color: black;">由于</span>，差异性的信息诉求是<span style="color: black;">创立</span>在差异的<span style="color: black;">制品</span><span style="color: black;">基本</span>之上的，<span style="color: black;">包含</span><span style="color: black;">制品</span>的核心差异，<span style="color: black;">制品</span>形体的差异以及<span style="color: black;">制品</span>附加的差异。</span></span></span><span style="color: black;">&nbsp; &nbsp; 2</span><span style="color: black;"><span style="color: black;">、</span><span style="color: black;"> USP <span style="color: black;">策略的心理<span style="color: black;">基本</span>。消费者的购买动机和<span style="color: black;">行径</span>要受到谁知过程的影响。<span style="color: black;">所说</span>谁知<span style="color: black;">指的是</span>消费者<span style="color: black;">经过</span>感官对<span style="color: black;">外边</span>刺激物所<span style="color: black;">得到</span>的直观形象的反映。心理学认为，谁知过程是一个胡<span style="color: black;">选取</span>的心理过程。有三种<span style="color: black;">专家</span>委员过程：<span style="color: black;">选取</span>性注意、<span style="color: black;">选取</span>性曲解和<span style="color: black;">选取</span>性记忆。</span>USP <span style="color: black;">策略正是利用人们<span style="color: black;">专家</span>委员的心理特点，在<span style="color: black;">宣传</span>中宣传<span style="color: black;">制品</span>独具的特征及利益，使消费者<span style="color: black;">重视</span>、记住并对<span style="color: black;">供给</span>的利益产生兴趣，从而促成其购买决策。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">&nbsp;<img src="http://mmbiz.qpic.cn/mmbiz_jpg/U6Sdf7WYMxpGiatJiaAzpJWPcNefJHdjZE9iauweXgAt7wKW6cZQhdI5mRSapd0jx58rWg8Myiajc84niadytgISdhg/640?tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">近年来，在城市营销的热潮中，城市形象宣传语<span style="color: black;">作为</span>打造城市“卖点”的有力武器，反映了城市管理者非常<span style="color: black;">知道</span>的目的性，那<span style="color: black;">便是</span>要<span style="color: black;">明显</span>城市的资源，增加城市的知名度，着力吸引<span style="color: black;">更加多</span>的人到城市投资、旅游等等。这使得城市宣传语<span style="color: black;">常常</span>带着<span style="color: black;">剧烈</span>的营销色彩，<span style="color: black;">表现</span>了充满创意的营销策略。</span></span><span style="color: black;"><span style="color: black;">一是<span style="color: black;">安身</span>垄断性的<span style="color: black;">地区</span>资源进行“感官营销”。</span><span style="color: black;"> <span style="color: black;">从<span style="color: black;">拥有</span><span style="color: black;">独一</span>性的风景名胜、风物美食、历史文化资源等取材，展示充满魅力的城市形象，<span style="color: black;">增多</span>城市的吸引力。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">二是更加注重情感的“体验营销”。<span style="color: black;">注重</span>城市形象带给人们的精神感受，强调从心灵体验的层面传递城市的综合印象。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">三是更加强调“我能给你带来什么”的核心利益。着重宣传城市在经济发展的产业等方面的<span style="color: black;">优良</span>，描绘城市发展的前景，<span style="color: black;">加强</span>对投资者创业发展的吸引力。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">总之，城市管理者对城市宣传语的营销策略，<span style="color: black;">必定</span>要“正其义不谋其利，明其道不计其功”。<span style="color: black;">不可</span>急功近利，<span style="color: black;">这般</span>可能会短时期内声名远播，但从长远来看是<span style="color: black;">有害</span>于城市品牌的塑造和城市发展的。</span></span></p>
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星☆雨 发表于 2024-8-30 12:37:06

哈哈、笑死我了、太搞笑了吧等。

1fy07h 发表于 2024-10-6 11:15:09

你的见解独到，让我受益匪浅，期待更多交流。

4lqedz 发表于 2024-10-30 17:48:30

真情实感，其含义为认真了、走心了的意思，是如今的饭圈常用语。

qzmjef 发表于 2024-11-11 09:28:59

感谢您的精彩评论，为我带来了新的思考角度。
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