当推出一个全新功能的产品时,广告传播完全适用“我更好”诉求;而当产品差异化趋弱时,选择“更适合您”和“你更棒”的广告诉求将更有穿透力。“独特沟通主张”取代“独特销售主张”我们知道,广告传播从本质上说是一种商业行为,商业广告的核心使命就是让受众透过广告触及到商品的一些特定价值,说得直白一点儿,就是让受 When a brand new feature is introduced, ad diffusion applies exactly to “I’m better.” And when product differentiation is weaker, ads that choose “More for you” and “You’re better” are more penetrating . “Unique communication proposition” to replace the “unique sales proposition” We know that advertising is essentially a kind of commercial behavior advertising, the core mission of commercial advertising is to let the audience through advertising to reach some of the specific value of the goods, to be honest Children, is to let by