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为了在企业家中树立良好的报业形象,达到吸引广告主的目的,美国《华尔街口报》策划并实施了主题为“广告精英谱”的广告战役。这次广告战役历时十年,取得了巨人的成功。通过分析这次广告战役,可以发现“醉翁之意不在洒”这种广告策略所达到的良好效果。一、十年磨一剑在市场竞争中,每一种大众媒体为了自身的生存,都会面临同样的问题:怎样才能更好地吸引广告主,创收更多的广告费,使自己在市场竞争中立于不败之地呢?为此,美国的大众媒体每年都要耗资几百万美元用于自身的广告
In order to establish a good newspaper image among entrepreneurs and achieve the purpose of attracting advertisers, the United States “Wall Street Journal” planning and implementation of the theme of “advertising elite spectrum ” advertising campaign. This advertising campaign lasted ten years, achieved the success of the giant. By analyzing this advertising campaign, you can find the good effect of advertising tactics such as “Do not spill”. One or ten years of grinding sword In the market competition, every kind of mass media faces the same problem for its own existence: how can we better attract advertisers, generate more advertising expenses and make ourselves stand on the market competition? Invincible? To this end, the U.S. mass media spends millions of dollars each year on their own advertising