彩虹冲击波

• 作 者: 杨扬
• 出 处: 市场观察
• 发表日期: 2002年11期
• 关键词: 彩虹糖 广告预算 销售效果 品牌核心价值 整合营销传播 李骥 媒体广告 广告运作 品牌特色 传播策略

这次大赛中,大部分的案例都是高投入高产出的,而获得铜奖的彩虹糖“彩虹冲冲冲”个案则较为不同,它是在广告主没有太多广告预算时,采取了一系列整合营销传播的手段,达成了很好的传播和销售效果。 精信广告北京分公司的总经理李骥在谈到整个案例实施时,显得格外兴奋,没等记者多问便滔滔不决地讲开了。 彩虹糖是爱芬食品有限公司在很早以前就引入内地的一个糖果品牌,随着时间的推移,产品的品牌特色开始淡化,

In this competition, the majority of cases are high input and high output, and won the bronze award-winning rainbow sugar “rainbow rush” case is more different, it is advertisers do not have too much advertising budget, take a Series of integrated marketing communications means reached a very good dissemination and sales results. When Li Ji, general manager of Jingxin Advertising Beijing Branch, talked about the implementation of the entire case, he was especially excited. He did not wait for the reporter to ask more and more about it. Skittles is a brand of sweets imported into the Mainland by Ai Fen Food Co., Ltd. As time goes by, the brand features of the products began to fade away.