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Subject: 畫個句號

Author:
Almon Lam

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Date Posted: 15:45:17 12/09/02 Mon
In reply to: 龍哥 's message, "給點考驗吧" on 10:29:14 12/05/02 Thu

我想有關暴走鞋習作的討論已經差不多了。
大家的投入實在令我感到意外,
尤其是國內與及香港都有人熱烈發表,
這才是真正的交流吧!
我設這個題目時是有些想法的,
就是產品從沒有人賣過廣告,
所以大家可以開放一些,
不會有別人的影子。
也想到產品的賣點可以有些發揮,
What to say上可以考考大家的功力。
不過,大家還是圍繞著快來著墨。
其實,我認為暴走鞋可以從理性訴求(rational)
及感性訴求(emotional)兩方面入手。
所謂理性訴求是指快、方便、有趣等等,
而感性就在於夠帥、潮流、Fun等等。
但是所謂理性訴求應用在暴走鞋上其實並不太重要,
因為根本不可取代交通工具作代步之用,
只可以說是一件流行玩意。
因此,無論我們用甚麼理性訴求,
最終只是給消費者一個藉口去購買,
購買背後的原因可能只是因為夠帥、好玩而已。
在香港採用了口碑的方法,沒有借助電視廣告宣傳。
如果真的有電視廣告配合,
相信傳播效果會更佳。

這類習作我想很有意義,
但不可太過濫用。
有機會再捲土重來。

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