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由香港《媒体》杂志主办,在新加坡国际会议展览中心进行的2003年度亚太地区品牌营销成效奖评选,于去年年底揭晓。此次评委由资深营销、广告和公关主管14人组成。评委主席是香港喜力啤酒集团市场主管D·麦克乔治。据悉,评议时争论热烈,各执己见,但在颇具策略的、有说服力的论证面前,大家的意见是一致的。如对一种保健滋补剂,依靠诚信营销,鼓励消费者交回瓶盖以捐助制假肢一例。在本届参赛的少数项目中,在策略或质量方面,也有令人失望的。如最佳营销宣传创新项,没有拔尖者,仅有一个铜奖和一个荣誉奖。而公关项目,优秀作品空缺。直接营销项目和最低成本营销项目的
Organized by Hong Kong’s “Media” magazine, the 2003 Asia Pacific Regional Marketing Achievement Awards, held at the Singapore International Convention and Exhibition Center, were announced at the end of last year. The judges consisted of 14 senior executives of marketing, advertising, and public relations. The chairman of the jury was D. McGeorge, head of marketing at Hong Kong Heineken Group. It is reported that during the deliberations, the debates were enthusiastic and held opinions. However, in the face of a tactical and persuasive argument, everyone’s views were consistent. For a health supplement, relying on good faith marketing, encourage consumers to return bottle caps to donate a prosthetic leg. In the few projects that participated in this competition, there were also disappointments in terms of strategy or quality. Such as the best marketing and innovation, there is no top-notch person, only one bronze medal and one honorary prize. In public relations projects, outstanding works are vacant. Direct marketing projects and lowest cost marketing projects