白酒的广告战略（Liquor advertising strategy）.docVIP

白酒的广告战略（Liquor advertising strategy） Advertising, as a very important part of marketing 4P strategy, is the most important means for an enterprise to spread to target customers, groups and the public. Now the advertising of liquor enterprises, there is an indescribable feeling, only a short while ago, advertising creates such as Kongfujiajiu, kongfuyan Qinchi wine, the king of myth, and it is the myth of a burst of advertising. Of course, we cant deny the role of advertising in marketing because of the misunderstanding of advertising. It is a strategic problem for enterprises to formulate advertising strategies, serve the marketing strategy, serve the sales target of enterprises, and serve the purpose of setting up the image of enterprises. If these problems can be solved from the start, even if it is a tactical problem in the specific operation later, enterprises can effectively avoid advertising investment decision-making mistakes, and brought serious consequences. This requires enterprises in the formulation of advertising programs, we must first identify the target market and consumer motivation. Then, make the 5 main decisions required for the advertising program, that is, 5Ms: Mission Mission: what is the purpose of advertising? Funding - Money: how much does it cost? Info - Message: what message should I send? Media - Media: what media do you use? Measurement - Measurement: how to evaluate results? The above 5 aspects and the liquor enterprise advertisement practice unifies, in the concrete implementation, should pay attention to the following several aspects question: I. advertising objectives The first step in advertising strategy is to define advertising goals. Because in a certain period of time, advertising planning requires systematic analysis of products, markets, consumers and so on, so the advertising objectives must be clear. In the concrete implementation process, we must consider the following aspects: 1, enterprises marketing target and advertisi