营销是不断向消费者传播信息并让消费者产生购买行动的过程,而随着信息传播手段的多样化以及消费者对媒介的全方位接触,消费者对于营销的信息辨别能力正在进一步增强,这让广告有时候并不能起到企业期望的理想效果。很多企业的营销人员都反映,广告认知度与消费者的购买兴趣度并不总是正比关系,广告认知度上升,不见得消费者就会偏爱该品牌,而某品牌增加了偏好程度,不代表它就是消费者的下一个当然购买选择,对于当前很多依赖广告带动消 Marketing is the process of continuously disseminating information to consumers and giving them the means of purchase. With the diversification of means of information dissemination and consumers’ all-round contact with the media, the ability of consumers to distinguish marketing information is further enhanced, Sometimes advertising does not make the desired effect of business expectations. Many business marketers have reflected that the advertising awareness and consumer interest in buying is not always proportional, awareness of advertising increased, not necessarily consumers will prefer the brand, and a brand has increased the degree of preference, Does not mean that it is the consumer’s next purchase of course, for the current reliance on advertising led a lot of consumer