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众所周知,夏季是饮用啤酒的旺季,赤日炎炎下,啤酒销售市场和广告市场一向硝烟滚滚,各种产品各出奇招,在营销手段上大胆创新,其中,清爽顺喉的生力清啤于春夏季推出的 Sammy形象吸引了不少专业人士和大众的注意力,其由奥美整合传播集团策划的“有点野”的系列广告、公关活动以及一系列的传播手段以其独特的消费者切入点,也给这个火烧的夏日带来一丝清爽活泼之风。生力清啤是针对年轻人市场推出的主打产品,为带出它清新活泼、无拘无束的品牌形象,生力特别选用了专门设计的卡通朋友 Sammy 作为象征物,全力推介此新产品。
As we all know, the summer is the peak season for drinking beer, the red sun, the beer sales market and the advertising market has always been billowing smoke, all kinds of products all the tricks, bold innovation in marketing means, among them, Summer’s Sammy image attracted the attention of many professionals and the general public, OgilvyOne’s group of “somewhat wild” series of ads, public relations activities and a series of means of communication for its unique consumers The entry point, but also to the fire of the summer to bring a hint of fresh and lively style. San Miguel is the flagship product launched for the young market. In order to bring out its fresh, lively and unrestrained brand image, San Miguel selected specially designed cartoon friend Sammy as a symbol to promote this new product.