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“非常柠檬甜带酸,非常苹果亮晶晶……”几个活力四射的年轻人随着节奏边说边跳。这是非常水果系列的电视广告。画面还可以,广告效果却不尽如人意。问题在哪儿呢? 在以整合营销为潮流的今天,“沟通”成为营销的主题。沟通,贵在找准切入点。碳酸类饮料在中国饮料市场上扮演着重要角色。这类饮料的目标消费者主要是青春有活力的年轻人。和这一目标群体的沟通就要使产品满足他们特有的心理需求。可口可乐有一颗年
“The lemon is very sweet and sour, and the apple is very shiny...” A few energetic young people danced as they danced. This is a very fruit series TV commercial. The picture is OK, but the effect of advertising is not satisfactory. Where is the problem? Today, with integrated marketing as the trend, “Communication” has become the theme of marketing. Communication, you are looking for entry points. Carbonated beverages play an important role in the Chinese beverage market. The target consumers of such beverages are mainly young and energetic young people. The communication with this target group is to make the products meet their unique psychological needs. Coca-Cola has a year