Marketing sad.doc

 PAGE \* MERGEFORMAT 5 Marketing ‘sad’ Consumer psychology that people in happy time, the mentality is the most relaxed, vigilance is also greatly reduced, this time not only receptive to advertising messages from the outside world, and very easy to reach consumer behavior, and even impulse spending. Like McDonald’s, carnivals and so on, that is a happy example of marketing. However, it just turns people against their Daoxing’s, as the daily necessities, but the spread in the ad deliberately to create a sad, frustrated atmosphere, so that consumers unduly influenced by advertising the story of infection, indirectly, brand information, the formation of brand memory, until the attainment of consumer behavior. This is always good to play emotional signs of Diaopai Nice. 2006 coincides with the Mid-Autumn Festival and National Day holiday coincides, at 11 nearly a month before the period of time, Diaopai in the CCTV and the provincial television media, frequently broadcast a brand advertising. Advertising in the story of a girl alone in the field, they work hard, to the Mid-Autumn Festival, although he also miss their parents, but because of busy, can not go home and reunite with their parents. However, in a busy day, return to their residence, they were pleasantly surprised to find that even their parents came together and their own festivals. In the ad at the end, another narration Road ‘Mid-Autumn Festival, you miss their parents, parents are also like you, Diaopai would like every family reunion’. The entire ad duration 45 seconds, the plot simple and touching, performing delicate place, matched with sensational background music and narration, it is filmmaking. Moreover, Diaopai in the whole film in hidden forms of advertising involved, serving to dilute the commercial color, a more prominent advertising of the story moving. As in the film, the girl tells ‘miss my mother always used Diaopai clothes look’, this form although at first glance a bit far-fetche