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第一章  广告文案概述及前期准备 林德志 MT : 13859080088 QQ : 7001405 http://blog.sina.com.cn/lindezhi
第一节 广告文案的特点 ,[object Object],[object Object],[object Object],[object Object],[object Object]
实践训练 ,[object Object]
三、广告文案的特点 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
错误的比喻 正确的比喻 广告从不自成为广告,广告谈的永远是超乎自身之上的东西;产品 注意谈吐推销的是自己。而广告显然推销的是产品。 你是拿钱让客户的产品看起来更聪明不是让你看起来更聪明 文案 美和赏心悦目不是广告目标 广告是一个信息传达的过程而不是审美的过程 健谈者 媒婆 作家 推销员
文案 人们愿不愿意读文案和文案长度没关系 你写的越多,卖掉产品的机会也越大 没有所谓的长文案,只有太长的文案 (两个字的文案,如果是不对的两个字就是冗长) 长文案本身就是一种图象 它会传达这样的信息。关于这产品真有不少话可说  所以即使消费者没有读完也会留下一个印象
四、文案撰稿人应具备的技能 ,[object Object],[object Object],[object Object],[object Object],[object Object]
实践训练 ,[object Object]
五、广告文案诉求点 ,[object Object],[object Object],[object Object],[object Object],[object Object]
假如广告人认为商品本身不值得消费者去注意, 这个商品就应该从市场剔除 假如房子有值得为它付钱的特点 它就一定有值得注意的特点,尽管我们经常认为它不突出 实际上只是我们的表述能力不高 且慢动笔,卖点可靠吗? 推销员和文案是硬币的两面 卖点正如桌缝里的一粒米 在只是看见,没有抠出它之前不要动笔
[object Object],[object Object],[object Object],[object Object]
实践训练 ,[object Object]
六、找准广告文案的受众心理 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
七、建立创造性的思维机制 ,[object Object],[object Object],[object Object],[object Object],[object Object]
奥美创造守则: ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
 

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1广告文案概述及前期准备