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困局“红金龙”品牌于上世纪20年代创立,在1997年重新投产。1999年正是其发展的关键时期,也是向全国市场推广的尝试阶段。这时,品牌的宣传被提上议事日程。之前,“红金龙”曾运用“吹尽狂沙始得金”作为广告语,平面广告展现的是一望无际的茫茫大沙漠,意境虽高远,但与品牌的结合总觉得尚有欠缺。在“红金龙”全面增长的时期,急需更替,于是通过广告招标,确定了“日出东方红金龙”这一广告语,并在此基础上拍摄了10秒和5秒两个版本的广告短片,陆续在中央电视台、凤凰卫视、湖北电视台等媒体播放。这一时期的“红金龙”产品正处于推广阶段,品牌的主要传播目标是尽快扩
Dilemma “Red Dragon” brand was founded in the 1920s, re-start in 1997. 1999 is a crucial period for its development and an attempt to promote it to the national market. At this time, brand promotion was put on the agenda. Previously, the “Red Dragon” had used the “blow to the beginning of madness to get the gold” as a slogan, print ads show the vast expanse of the vast desert, although lofty artistic conception, but the combination with the brand always felt there is a lack of. In the period of the full growth of the “Golden Dragon”, the urgent need of replacement, so through advertising tender, identified the “Sunrise Oriental Golden Dragon” this slogan, and on this basis, shot 10 seconds and 5 seconds two versions of the ad video , One after another in the CCTV, Phoenix TV, Hubei TV and other media players. This period of “Red Dragon” product is in the promotion stage, the brand’s main goal is to spread as soon as possible