Marketing Advertising Research- From the Case of Suntory beer ads Olympic marketing of impossible to defend.doc

 PAGE \* MERGEFORMAT 5 Marketing Advertising Research: From the Case of Suntory beer ads Olympic marketing of ‘impossible to defend’ This two-day Shanghai’s mobile TV show with high-frequency times Suntory beer television commercials, this ad is not the Olympics a word, did not use any icon in the Olympic Games, but no one will believe that consumers read the ad and the Beijing Olympics with Suntory What is the relationship, creative planners better offer high here. So out of sharing, analysis, and readers to share the. 1, advertising background From this ad before and after the layout and planning point of view, at least able to determine the following: First, it is clear Suntory is not a sponsor of the 2008 Olympic Games is not money; Secondly, therefore, can not use the Olympic icon Suntory; Thirdly, however, would like to take Suntory boats out to sea, would like to take the Olympic boat for advertisements; as would like to take, but the icon can not be used, the Olympic Games can not use the word, had to ask the audience to imagine themselves and their feelings after the Olympic-related; Fourth, therefore, out of such an ad. 2, ad composition The first is the script part of the ad text, emphasizing the words, ‘Suntory’ about you in August in Beijing, there are awards and so on. Then TV screen or similar successive Olympic sports will be cheering the scenes, this combination, only one induced by the results of that audience in mind in reasoning: ‘movement’ in August in Beijing, the Olympics should be a bar. Secondly, in order to strengthen the audience’s reasoning, language pronunciation, also carried out to imitate the last caption is: ‘Good Luck 08, Suntory Beer’. Good luck and it sounds a bit like the Olympics, and strengthen the conclusions of the audience’s reasoning. 3, analysis Analysis is the one reason: no money and sponsorship, but also would like to take the Olympic boat, But the organizing committee has provided that no sponsorship b