论文部分内容阅读
国内外许多企业通过广告大露其相,而且越是哪家电台、电视台和报刊覆盖面广、影响力大,越是纷纷争着藉此露脸,不惜“大吹大擂”。杭州“娃哈哈”厂,已成为世界闻名的大型企业之一,仅“娃哈哈”商标就有许多外商出价3600万元购买。他们靠的就是电视广告旷日持久地狂轰猛炸。据报载,这个厂1992年的广告费是4000万元!广东的“健力宝”饮料,不但在中国销量称雄,而且打入世界20多个国家和地区,尤其是在号称饮料王国的“山姆大叔”那边也占有一席之地,使老美的名牌饮料“可口可乐”大吃一惊。“健力宝”的诀窍也是大打广告战。为了占领世界饮料市场制高点的美国市场,他们花550万美元买下纽约最繁华的曼哈顿商业区帝国大厦26层,作为“健力宝”中美业务部,通过精心运筹,令克林顿夫人兴高采烈地举
Many companies at home and abroad are exposed through advertising, and the more radio and television stations and newspapers they cover, the greater the influence, the more they are rushing to show their faces, and hesitates to “bigger.” Hangzhou “Wahaha” plant has become one of the world-famous large-scale enterprises. There are many foreign traders bidding for 36 million yuan to purchase only the “Wahaha” trademark. What they depend on is that TV ads have been bombarded with prolonged slams. According to reports, the plant’s advertising fee in 1992 was 40 million yuan. Guangdong’s Jianlibao’s beverage not only became a roost in China, but also entered more than 20 countries and regions in the world, especially in the so-called beverage kingdom. “Uncle Sam” also has a place on the other side, which surprised the old American branded drink “Coca Cola.” “Jianlibao” is also a big advertising campaign. In order to occupy the high point of the world market for the US beverage market, they spent $5.5 million to buy the 26th floor of the Empire State Building in New York’s most prosperous Manhattan business district. As Jianlibao’s China-US business unit, Mrs. Clinton ebulliently raised it through meticulous operations.