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试述广告主题与定位之间的关系。

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正确答案:

(1)广告主题的概念:广告主题是、广告为达到某一目的所要说明和所要传播的最基本的观念。

(2)广告定位的概念:广告定位就是针对细分市场,用广告为产品在消费者心目中确定一个位置。

(3)广告主题与广告定位的关系非常密切。广告主题的确立依循着广告定位,广告定位的准确与否影响到广告主题的有效性。

(4)广告主题和广告定位都是以市场为背景,以消费者为中心的。任何脱离市场、脱离消费者,仅凭主观经验来进行的广告主题的确定和广告定位都难免会失败。结合广告主题的确立和广告定位的步骤、意义和作用论述两者是以市场为背景,以消费者为中心进行的。

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