农夫山泉 广告学 矿泉水.ppt

文档介绍：Speaker:曹春鹏李春燕
许裔龙李普超
NONGFU SPRING
A summary of Nongfu Spring’s ads
Analysis of Unique Selling Proposition
AIDA pare with Wahaha
Procedure
Concept
Environmental protection concept
Natural philosophy
Health concept
Achievement
Summary
Unique Selling Proposition
It has three basic points:
“U”→the brand has the distinctive quality

“S”→It emphasizes the ideas that other brands are not able to do or provide

“P”→This kind of position is powerful, and can move the innumerable people
USP in the advertisement of Nongfu Spring
The unique creativity and theory of Nongfu Spring
Selling point:A little sweet
It has people believe the promise that it makes
The strategy of AIDA in Nongfu Spring
★Attract the ATTENTION of potential customers
→Is it really a little sweet? In fact, it attract customers’ attention
★Arouse INTEREST in the product
→Never use urban running water
The strategy of AIDA in Nongfu Spring
★Create a DESIRE for its benefits
→T