企业广告策略与品牌知名度关系 -工商管理专业

摘要

随着市场竞争的日益激烈，企业广告策略对品牌知名度的影响成为营销领域的重要研究课题。本研究旨在探讨不同类型广告策略与品牌知名度之间的关系，通过问卷调查和案例分析相结合的方法，选取多个行业具有代表性的企业作为样本，共收集有效问卷1200份，并深入剖析5个典型企业的广告运作模式。研究发现，情感型广告策略能显著提升消费者对品牌的认知度和好感度，而理性型广告策略则在传递产品信息方面更具优势；创新性地提出广告策略应与品牌形象相匹配的观点，即品牌定位清晰且广告内容贴合品牌调性的企业，其品牌知名度增长更为明显。此外，社交媒体平台的广告投放效果优于传统媒体，这为企业的广告投放渠道选择提供了新思路。本研究为企业制定更有效的广告策略以提高品牌知名度提供了理论依据和实践指导，丰富了广告学相关理论体系。

关键词：广告策略；品牌知名度；情感型广告

Abstract

As market competition intensifies, the impact of corporate advertising strategies on brand awareness has become a significant research topic in marketing. This study investigates the relationship between different types of advertising strategies and brand awareness by combining survey methods with case analysis. Representative enterprises from multiple industries were selected as samples, collecting 1200 valid questionnaires and conducting an in-depth analysis of the advertising operation models of five typical enterprises. The findings indicate that emotional advertising strategies significantly enhance consumers' recognition and favorability towards brands, whereas rational advertising strategies excel in conveying product information. Innovatively, this study proposes that advertising strategies should align with brand image, suggesting that enterprises with clear brand positioning and advertising content consistent with their brand tone experience more pronounced growth in brand awareness. Furthermore, advertising placements on social media platforms outperform traditional media, offering new insights into channel selection for corporate advertising. This research provides theoretical foundations and practical guidance for enterprises to develop more effective advertising strategies to increase brand awareness, thereby enriching the theoretical fr amework of advertising studies.

Keywords：Advertising Strategy; Brand Awareness; Emotional Advertising

摘要 I

Abstract II

一、绪论 1

(一) 企业广告策略与品牌知名度关系的研究背景和意义 1

(二) 国内外研究现状综述 1

二、广告策略对品牌知名度的影响机制 2

(一) 广告频率与品牌曝光度的关系 2

(二) 广告内容创意对品牌记忆的影响 2

(三) 广告渠道选择与品牌传播效果 3

三、品牌知名度对企业广告策略的反馈 4

(一) 品牌知名度对广告投入决策的影响 4