The Emotional Advertising Creative Marketing

Some simple and traditional marketing methods that lack of attractive will gradually lose the initiative with the progressive development and maturity of the market economy system. Consumer attitudes and consumption levels of the people are changing while the purchase of goods not only to meet the necessities of life, but also to meet the psychosocial needs. The motivation of consumption is sublimated from simple consumer awareness to spiritual satisfaction. Many companies can not recognize this point. They simply lower prices, make discounts, give presents and take other traditional marketing methods to deal with the market. But those marketing methods that are not persuasive can not attract customers after a period of practice, and the market situation is very bad.In this paper, aiming at the problems existing in the advertising market and focusing on this new emotional marketing model, to interpret it from the consumers emotional needs, emotional marketing strategy and creative advertising. First, review relevant literature and introduce the research background, research significance and study objective. In the second chapter, to elaborate traditional marketing, relationship marketing, internet marketing base on the emotional marketing theory. In the third chapter, to describe and explore the consumers’emotional needs, and describe the influence of the emotional needs to consumer behavior. In the fourth chapter, describe emotional marketing strategy and put forward strategy that combined emotional marketing and advertising strategy. In the fifth chapter, promote the use of creative advertising and emotional marketing strategy which show the superiority of emotional marketing, the national sentiment in the ads, the promotion of public motivation by public service ads. In the sixth chapter, summarize this thesis, and explore aiming at the deficiency of this paper.