Marketing planning- choosing the right media to find people.doc

 PAGE \* MERGEFORMAT 8 Marketing planning: choosing the right media to find people In a dealer after the training, a well-known beer makers a gold medal to the author tells a dealer into a success or failure of a ‘right superscript’ cases: In 2005, the beer manufacturer’s high-end products Kazahana beer market, in order to quickly push the product into the market, the brewery plans to conduct a large-scale investment, so they hired a well-informed advertising company planning promotional activities. After some intense preparation, the ad company to plan the activities on stage, specific issues are: the local’s ‘Life Morning News’ and the wind took beer joint promotion, it means that a newspaper can get a bottle of beer, wind flower. After the ad aired, the reaction was also good, a lot of people took to the designated place of exchange newspapers beer. But when the company’s marketing director to see the implementation of activities, they found just begun, there is a wide variety of people to exchange beer, and progress to the middle, but it seems that the news-stand owner to see people who lug a newspaper to the Office of the or exchange dealers of beer, a dollar that is thousands of bottles, and planned a lot of consumer participation in large gaps. As a result, the company quickly advertised to reiterate that each person can only receive a bottle of their identity cards, wanted to restrict some people from cheating, only to find that such a limit, when compared against the wine in the former, hair and less. Marketing Director led the newspaper’s editor to the scene to see the results surprised them, because 20 points are clearly defined against the liquor can only be realized each person a bottle of wine, therefore, newsstand owner see life as just a newspaper price increases , the original retail 0.5 yuan / copies of the newspapers, rose to 1 yuan / copy, and this will go against the point of going against the liquor wine consumers less, but the newsboy i