Lub ntsiab lus zoo tsim lub tswv yim zoo ntawm lub tuam txhab lossis cov npe ntawm cov neeg siv khoom. Koj tsuas yog yuav tsum xaiv cov lus kom zoo, thiab cov paj laum hauv cov khoom ntawm lub tuam txhab tshaj tawm yuav nce ntau ntau zaus. Qhov no tuaj yeem ua tau yooj yim los ntawm kev paub cov tswv yim yooj yim rau kev tsim cov lus hais tias nco qab.
Lub ntsiab lus yog lub tuam txhab tso npe, cov lus tshaj tawm luv luv uas tsim los ntxiv dag zog rau hom tshuaj lub npe thiab nyiam cov neeg nyiam. Lub ntsiab lus zoo muaj txiaj ntsig kev lag luam muaj txiaj ntsig. Lub teeb ci thiab ntau dua qub cov ntawv ntawm cov lus hais tias yog, qhov ntau dua nws yuav tau nco ntsoov los ntawm cov neeg siv khoom thiab ua rau muaj kev txaus siab rau cov khoom lag luam ntawm lub tuam txhab tshaj tawm. Muaj qee qhov kev cai thiab cov tswv yim los tsim cov lus tshaj lij uas txhua tus tshaj tawm thiab cov neeg luam tawm yuav tsum paub.
Cov qauv tseem ceeb rau cov lus hais ua ntsiab
1. Kev sib txhuam. Rau cov lus hais tias kom nco qab zoo dua, nws yuav tsum yog qhov luv heev thiab yuav tsum tsis txhob muaj cov lus "hais daws". Hauv kev xav ntawm cov neeg tuaj saib lub hom phiaj, cov lus tshaj tawm ntev dhau mus tsis raug muab ncua. Cov kab lus luv luv thiab muaj peev xwm yuav nco qab sai thiab yuav muaj kev cuam tshuam ntau dua ("Txhua yam muaj txiaj ntsig - Holsten").
2. Cov lus tso tawm yuav tsum yog lus sib dhos. Zoo dua, nws muaj cov lus sib dhos (piv txwv li "Koj tus pussy yuav yuav Whiskas", "Rondo. Cov pa tshiab ua rau nws nkag siab yooj yim dua"). Cov lus tshaj tawm no tsis raug mob rau pob ntseg thiab tseem nco tau zoo dua.
3. Cov lus hais tias yuav tsum xa tus neeg siv khoom mus rau khoom. Cov lus tshaj lij tshaj plaws yog cov uas hais txog lub tuam txhab lossis cov npe (piv txwv, "Muaj ib lub tswv yim - muaj Ikea"). Hauv qhov no, lub ntsiab lus yuav tsis poob nws qhov tseeb thiab yuav ib txwm cuam tshuam los ntawm cov neeg siv khoom nrog ib hom npe twg.
4. Cov lus tso tawm yuav tsum evoke tus cwj pwm zoo. Qhov no yuav twv yuav raug rau tus cwj pwm ntawm cov neeg yuav khoom rau lub hom lossis tuam txhab. Siv cov lus cim los muab koj cov lus hais kom raug txoj kev xav zoo. Ib tug piv txwv zoo yog cov lus hais tias “Sprite. Tsis txhob cia koj tus kheej qhuav! " thiab "Tsis txhob qeeb - Snickersney!"
5. Cov lus hais tias yuav tsum tau tshwj xeeb. Nws tsis tuaj yeem lees luam lub tswv yim ntawm cov lus hais tias los ntawm cov neeg sib tw.
Cov tswv yim rau kev tsim cov lus hais tias muaj kev vam meej
Los tsim cov lus tshaj tawm txog kev xav hauv lub siab, cov kws tshaj lij advertising siv cov txheej txheem hauv qab no:
1) Ua si ntawm cov lus: "Purity is pure Tide";
2) Cov kev lom zem: “Sprite. Daim duab tsis muaj dab tsi - nqhis dej yog txhua yam "lossis" Sijhawm nrog tus rog rog yoov tsis pom! (tshaj tawm rau Tolstyak npias);
3) Cov lus nug lossis foob rau tus neeg siv khoom lag luam: "Koj puas tseem hnav dawb?" (Tide fairy effect), "Koj tsim nyog nws" (L'Oréal);
4) Txuj ci kev kos duab: cim lub suab los yog lub suab sib xws, siv neologisms, kev hais lus, hais tawm, tawm tsam, tawm tsam, thiab lwm yam. ("M-M-M, Danone …", "Muaj hnub Pepsi zoo", "Xya teebmeem - ib lo lus teb", "Coj lub neej los ntawm lub tshuab raj").
5) Poob siab: "Tsis txhob ssy - peb mam li los txog ntawd!" (AVTOVAZ). Los ntawm txoj kev, ceeb ntshai cov slogans yog nrov nrog ntau cov neeg siv khoom. Nco qab, piv txwv li, Euroset, uas siv hais lus phem rau nws cov lus tshaj tawm. Qhov sib koom ntawm lub tuam txhab no tau nce li 5% nyob rau lub sijhawm luv luv, thiab txhua tus ua tsaug rau nws cov lus thuam.
Feem ntau, kev sau cov lus ntawv tsis yog qhov nyuaj li no. Lawv tsuas yog thov kom muaj tswv yim thiab thawj ntawm cov tshaj tawm. Yog tias koj muaj cov yam ntxwv no, koj tuaj yeem yooj yim tsim lub suab lus capacious thiab nco tau uas yuav txhim kho cov duab ntawm lub hom koj sawv cev.
