曝光臺 注意防騙 網曝天貓店富美金盛家居專營店坑蒙拐騙欺詐消費者

一個產品在它生命周期的不同階段，廣告訴求有著極大的差異，如果混淆了訴求的差異性，廣告做了也是白做！
思考二：認知 ——導入期的廣告訴求
產品在導入期時，企業對產品的廣告訴求一定要建立在讓消費者認知的基礎上，這也是這個階段廣告訴求的主要任務。只有讓消費者知道這個產品，消費者對產品達到認可，那么他對品牌產生依賴才成為可能。
在導入期，要讓消費者認知“第 5季”是健力寶新推出的產品，是年輕消費者青睞的，很酷，很流行。廣告訴求內容是產品的初級概念：有這樣一個產品；這個產品是誰生產的；適合什么人用等。
很多企業會犯這樣的錯誤：由于過早地要求消費者認可產品而把一大堆信息傳遞給消費者，試圖讓消費者一開始就接觸到大量的關于產品的信息。這顯然是不符合產品規律的。因為消費者沒有興趣對一個已經知道的產品花費很多時間去了解它的詳細信息，那些過多地、重復地傳遞出來的信息只會成為垃圾。
所以，導入期的廣告訴求要很搶“眼球”，簡單明了，廣告密度要大。“第 5季”的這一點做得很好。“現在流行第 5季”的廣告語和電視廣告畫面將產品的初級概念都包含在其中。
思考三：認可 ——上升期的廣告訴求
消費者知道了產品并開始購買，產品的銷售開始被觸動，并呈現上升勢頭。這個時候的廣告訴求是要讓消費者不斷加強對產品特性的認可，同時要將產品的品牌個性從同類產品中凸現出來。
在大家都知道“第 5季”后，大家要了解的是“第 5季”的功效和特性。比如：“第 5季”系列飲料里的維 C可樂，你有沒有將這個產品區別于其他可樂的特點和概念 ——“加維 C的汽水更健康”傳遞給消費者呢？你不說，消費者怎么知道你“白里透紅，與眾不同”，從而將你的產品從別的產品中區分出來，并產生好感，達到認同，最終購買，產生品牌依賴呢？
Chapter 3  Effective Listening
3.1 Listening as an Interpersonal Skill
Want to get a job? Want to keep a job? Want to get promoted? If so, become a good listener. Good listening habits pay off in several ways:
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Good listeners are liked by others because they satisfy the basic human needs of being heard and being wanted.

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Job performance is improved when downward oral messages are received and understood.

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Accurate feedback from subordinates provides confidence for management about job performance.

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Superiors and subordinates both may acquire greater job security from fewer mistakes or ignored messages.

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Listening opens doors for ideas and thus encourages creativity.

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Learning will be enhanced.

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Job satisfaction increases when people know what is going on, when they are heard, and

when they participate in the mutual trust that develops from good communication. As a skill, listening depends on our abilities to receive and decode both worded and unworded messages. The best devised messages and sophisticated communication systems will not work unless people on the receiving end of oral messages actually listen. Senders of oral messages must assume their receivers can and will listen, just as senders of written messages must assume their receivers can and will read. Most managers spend a major part of their day listening and speaking with subordinates, superiors, customers, and a variety of business or industry colleagues and associates. In business, government and education, listening is a part of face-to-face communication. It constitutes an interpersonal skill as critical as the skill of speaking. Keep in mind, however, that the need for listening occurs in two types of situations: (1) face-to-face situations of an interview nature, and (2) formal situation in which an audience listens to a speaker. One is intimate, the other is impersonal. In the formal speech-listening situation, the speaker intends to provide the audience with information in such a way that listeners will accept the message and perhaps act in a way the speaker intended. The primary difference between face-to-face interview listening and speech listening is the limited opportunity for the speech maker and the audience to provide feedback and to adjust to it. Formal speakers obtain broad but limited feedback from audiences, which may enable speakers to adapt their messages to the feedback. At the same time, the audiences receive little speakers feedback short of interrupting the speech for clarification. We engage in formal listening to varying degrees when listening to a speech, sermon, or lecture. We engage in interview-type listening when we are in face-to-face, two-person situations or in small group discussion. For many people, face-to-face meetings consume most of their working time.
　
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