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论文作者:www.51lunwen.org论文属性:职称论文 Scholarship Papers登出时间:2013-02-14编辑:chengcheng点击率:5257
论文字数:0论文编号:org201302142202502079语种:中文 Chinese地区:中国价格:免费论文
摘要:营销传播策略概述Marketing Communication Strategy Overview
advertising Stategy – Launch advertising in both traditional, transit and new media to deliver target audience a message associated reminiscent feeling with ice cream trucks and to increase brand awareness to brand insistence of Mobile Softee.
理由 - 在任何营销形式活动之前,Softee从来没有运行任何市场活动。虽然冰淇淋卡车的形象在香港人的心中是一个值得纪念的图标,但是它在人们的心中逐渐渐行渐远。
Rationale – Mobile Softee has never run any campaign in any form before. Although the image of ice cream truck is a memorable icon in many Hong Kong people’s mind, it is gradually fading away. Therefore, it is important for Mobile Softee to disseminate its new campaign theme and intensify the truck image representing simple happiness through diverse media during the first two months. And in the peak season, the ads would be supported by online PR activities and promotion to help increase the brand awareness and sales.
因此,为Softee传播其新的活动主题才是当下之重,通过各种媒体的宣传手段加大对卡车形象的塑造。尤其是在旅游旺季,通过广告支持的在线公关活动和推广,能够帮助提高品牌知名度和销售量。