越来越挑剔的消费者、越来越复杂的竞争博奕，赋予了市场营销一种充满辩证色彩的理论高度：当一种产品面对着千变万化的消费心理时，什么样的市场营销方式才能行之有效？
我们必须承认，一个营销转型时代的正在到来。一方面，商品的高度过剩加剧了竞争的激烈。以过剩的商品去追逐有限的消费能力，这逼使企业必须不断推陈出新，运用各种各样的营销手段去吸引消费者；另一方面，消费市场的日趋理性，消费选择不断地变化，许多经典营销理论指导下的营销策略开始应对无措，企业需要寻求新的营销策略去指导未来市场发展。
在过去了的二十世纪中，广告的威力在市场营销中几乎整整影响了一个世纪。无论是新产品上市、市场拓展、企业招商、渠道构建、打击竞争对手，广告凭藉其猛烈的攻势横扫了营销
的各个领域。广告的无所不及给人们造成的潜意识就是广告无所不能
当今中国的广告促销策略分析
在当今社会中，广告已成为企业开展促销活动的重要手段之一。广告自产生以来，是随着社会经济的发展和科学技术的进步而不断发展变化的。在不同的历史发展阶段，广告的内容、形式和表现手法也各不相同。然而，广告的根本目的是为了促进销售。
广告,作为宣传自己产品的手段，越来越被商家所重视，但如何把广告做“响”做“火”，各路商家各显神通，各路明星纷纷登场，广告,因有了明星而更精彩，明星,凭借广告而更引人注目，也真是热热闹闹，红红火火。但今天补“钙”明天卖“药”，红火明星广告的背后，也有一串的思索,无病呻吟者,有之;夸大其词者，有之。虚假广告，不断曝光。让老百姓不禁怀疑，明星广告的光环，是否依旧耀眼？为了促销商品，各路商家也是花样百出，各出其招，新奇独特人体彩绘表演促销；真人模特表演促销；小丑促销。但老百姓在看新鲜，看热闹的同时，是否也看商品了呢？
面对当前的百花齐放的广告，没个广告都要自己的特点才能让消费者接受，所以怎么创造广告是最为关键的一步，在上文的第一部分已经介绍了怎么样创造一个好的广告的要素，
此种广告策略，不仅告知消费者购买广告商品有什么得益，以说服其购买，而且结合市场营销的其他手段，给予消费者更多的附加利益，以引起消费者对广告的兴趣，在短期内收到即效性广告效果，有力地推动商品销售。广告促销又可细分为馈赠性、文娱性、中奖性和公益性等具体策略。
(一) 馈赠性广告促销策略
指企业通过发布带有馈赠行为的广告以促进商品销售的广告策略。
此策略具有如下特点：
(1) 以附带馈赠行为为手段。
(2) 可以刺激广大顾客希望获得馈赠品的心理而扩大商品销量。
(3) 可以较准确地检验广告的阅读率。
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指伴随文娱形式发布广告以促进商品销售的广告策略。
此策略具有如下特点：
(1) 以伴随文娱性活动发布广告为手段。
(2) 可以使广大顾客在享受娱乐的过程之中了解企业的产品信息。
(三) 中奖性广告促销策略
指以发布抽奖形式、中奖获得企业提供的丰厚奖品或奖金的广告以促进商品销售的广告策略。
此策略具有如下特点：
(1) 以“彩票效应”为依据。
(2) 以丰厚的精品或奖金为手段。
(3) 可以刺激顾客为中奖而购买的冲动性购买动机。
(4) 可以促使顾客注意广告内容。
(5) 这种策略的采用要注意合法化，在我国奖金或实物价值不能超过5000元，否则会被视为违反了公平竞争。
(四) 公益性广告促销策略
指企业通过关心社会公益活动进行广告促销的策略。
此策略具有如下特点：
(1) 以关心公益活动为发布广告的手段。
(2) 以赢得消费者的好感为目标，借以争取民心，增强广告影响。
We must recognize that an era of marketing transformation is coming. On the one hand, the high degree of surplus commodities increased competition fierce. To the surplus commodities to chase the limited spending power, it continues to introduce new force enterprises must use a wide range of marketing tools to attract consumers; On the other hand, the consumer market is becoming increasingly rational consumer choices constantly changing, and many classic marketing theory under the guidance of marketing strategy began to Moze, enterprises need to find new marketing strategies to guide the future development of the market.
Passed in the 20th century, the power of advertising in the marketing impact of almost a full century. Whether the new products to market, market access, Investment, Construction channels, the fight against competitors, advertising with its fierce offensive sweep marketing
In various fields. Advertising to people no less than the subconscious advertising is omnipotent
Today China's promotional strategy analysis
In today's society, advertising has become a corporate promotional activities carried out one of the important means. Since the advertisements have been, as the socio-economic development and scientific and technological progress and ever-changing. In different historical stages of development, advertising content, form and performance have different practices. However, the fundamental purpose of advertising is to promote sales.
Advertising their products as a means of publicity, more and more attention by businesses, but how to do advertising "sound" to do "Fire," Fire各显神通the rostrum, stars have登场, advertising, but also because of a Star Highlights of stars, with more eye-catching advertising, really look terrific on the surface, the red hot fire. But today completed "Ca" Tomorrow selling "medicine", behind the booming advertising star, but also a series of reflections, Mobingshenjin, some of; exaggerated, there is. False advertising, and constantly exposed. Let people wonder, star of the ring advertising is still shining? In order to promote commodity Fire is synchronized 100, its tactic, the body painting show unique novelty promotions; live performances promotions model; clown promotions. But fresh look at ordinary people, watch at the same time, to see whether the goods?
Faced with the current flourishing of advertising, no advertisements have its own characteristics so that consumers can accept, how to create advertising is the most crucial step, the first part of the above has been introduced-how to create a good advertising elements,
Such advertising strategies, not only to inform consumers of goods purchased advertising what benefit to persuade them to buy, but also with other means of marketing to give consumers more additional benefits to arouse the interest of the consumers of advertising in the short term that is received within the validity of the advertising results, and forcefully pushed merchandise sales. Can be broken down into promotional gifts, cultural, and public welfare, such as winning the specific strategy.
(1) of promotional gifts strategy
Refers to a gift through the issuance of advertising to promote merchandise sales advertising strategy.
The strategy has the following characteristics:
(1) to act as a means incidental gifts.
(2) can stimulate the majority of customers want gifts for the psychological and expanded merchandise sales.
(3) can be more accurate reading test advertising rates.
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Cultural form that accompanied publication of advertisements to promote the sale of goods advertising strategies.
The strategy has the following characteristics:
(1), accompanied by cultural activities as a means of advertising.
(2) so that the majority of customers can enjoy the entertainment business to understand the process of product information.
(C) winners of the promotional strategy
Refers to the release of the draw, winning companies provide access to the rich prizes or bonuses advertising to promote merchandise sales advertising strategy.
The strategy has the following characteristics:
(1) "lottery effect" as the basis.
(2) high quality or bonuses as a means.
(3) can stimulate customers to buy for winning the impulse buying motives.
(4) to customers can pay attention to advertisements.
(5) the use of this strategy must pay attention to the legalization of money or in kind in China's value can not be more than 5,000 yuan, or else they would be considered a violation of fair competition.
(4) nonprofit promotional strategy
Community care refers to activities carried out through promotional strategy.
The strategy has the following characteristics:
(1) was concerned about the public welfare activities for the release of a means of advertising.
(2) to win the goodwill of consumers as the goal, to fight for the people, enhance advertisements.
