How soil and laid a big market advertising - Melatonin Advertising Strategy Analysis.docVIP

 PAGE \* MERGEFORMAT 10 How soil and laid a big market advertising - Melatonin Advertising Strategy Analysis In the eyes of many, Melatonin ad useless, even scolded his totally creative industry, ‘soil was disgusting’. Interestingly, we rely on the Internet is passed as’ first Esu ‘ads, Melatonin hit a several billion in sales in 2001, but also the average monthly sales of up to 2 million,’ Giant ‘Shi Yuzhu has flipped once again came back proudly and confidently. Soil advertising lay big market, not by accident the performance explanation. To analyze their advertising strategy, for we can certainly have a lot of inspiration. Positioning Gift VS Quxianjiuguo The 20th century, 70s, A * Condoleezza Rice and J * Trout raised in the laying of the status of their marketing, ad targeting on the master. They believe that advertising should be in the consumer mental efforts, and strive to create a unique psychological position, in particular, is ‘first argument, the first event, first place’ and so on, creating the first order in the minds of consumers made it difficult to forget , and not easily confused with the advantages of effectiveness. While the ‘no gifts this year, festive, gifts only charge Melatonin’ ad such a phrase would occupy a unique position - both with the traditional gifts of tobacco and alcohol used in such ‘unhealthy gifts’ legislation are superior or inferior points, and from the main target market, locked himself in the search for health effects of other health products stand out! It is this full of domineering way with the gift of an equal sign between the draw, create a distinctive image of Melatonin, allowing consumers to think of gifts, not help think of Melatonin. In such a state of ceremonies, gifts, how big the market? The value of the equal sign wonders how much? In fact, the Melatonin dare to draw the equal sign is only insight into a simple fact: the level of China due to economic constraints, health care products in this respect th