Moisten things silently - triple appliance Community Culture Public Relations Cases.doc

Moisten things silently - triple appliance Community Culture Public Relations Cases Brand building is a long-term investment. Iger in the ‘brand management rule’ in the office, ‘the brand with the four-oriented’, namely: the brand is the business, the brand is the product, the brand is a symbol system, the brand is a person. Corporate image is an important component of brand image, the two interact and support each other. Increasingly fierce battle in the business today, the brand managers pay more attention to shaping the corporate image, and from the monotony of the advertising slogan turned to sponsorship activities, news events, the image of business leaders and other new ways. Advertising, as both a wounding injury can have a double-edged sword, so that general manager had a headache. The face of the advertising campaign in full swing, the meager profits of more and more heartbreaking, can be in addition to continue to increase investment in newspaper advertising (with layout size of the business has become an important part of war), in addition to confront every weekend, it is not better way, otherwise, once abandoned, will gradually in the minds of consumers would lose even Lianshu’s sake. Newspaper ads confront escalating version, so that store a lot a lot of money as the broken gates of the water, spewing out! Here are a statistic. Since the triple Gome Home Appliances opened in Jinan, within one year since the single input to the local amp;quot;amp;quot; Qilu Evening News amp;gt;amp;gt;,amp;lt;amp;lt; Jinan Times, amp;quot;amp;quot; advertising costs, increased from 80-120 million per year, rapidly rising to an annual 800-1200 million, had only occasional input, a 1 / 4 banner, but now must keep a full page each week, on holidays require at least 4-8 full, although the market share is maintained, but the endless disorderly special event I do not know the number of lost profits to be earned. Input current store newspaper ads to express their special pr