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人们注意到,近来国家领导人在外事活动中,喜欢用国产名牌家电作为赠品。这既说明新一代国家领导人注重实业兴邦,也说明我们的企业家善于搞外交促销。外交促销有丰富的学问,能收到五个方面的奇效。一是新闻效应。把产品融入到外事活动中,等于请媒体做了一个不花钱的广告。因为媒体在追踪报道时,总免不了要介绍一下其间的赠品。当传媒以其直观逼真的图象展示领导人手中的赠品时,观众即能一目了然地看到这些特殊的商品。派克钢笔一直打不进前苏联的市场,直到里根与戈尔巴乔夫签署《销毁中程导弹条约》的场景见诸报端后,情况才发生了变化。因为两位领导人用的都是派克钢笔,于是广告设计师用这幅照片制成巨幅广告,刊登在《莫斯科新闻报》上,广告词是“笔比剑强”。产品与政治家的外交活动巧妙地融合,派克很快在前苏联家喻户晓,市场由此大开。
People have noticed that in the recent foreign affairs activities, state leaders like to use domestic-made brand-name appliances as gifts. This shows that the leaders of a new generation of countries pay great attention to industrial Xingbang, but also shows that our entrepreneurs are adept in diplomatic promotions. Diplomatic sales have a wealth of knowledge, can receive five aspects of the miraculous. First, the news effect. The integration of products into foreign affairs activities invites the media to make a no-cost advertisement. Because the media is tracking reports, there is always inevitable to introduce the gifts during the meantime. When the media showcases gifts from leaders in an intuitive, realistic image, viewers can see these special products at a glance. Parker’s pen had not hit the market in the former Soviet Union and things did not change until Reagan and Gorbachev signed the treaty on the destruction of medium-range missiles. Because both leaders used Parker pens, the ad designer used the picture to make a giant ad, which appeared in the Moscow News, with the ad as “pen and sword”. Products and politicians diplomatic activities clever integration, Parker soon became known to the public in the former Soviet Union, the market opened wide.