全球营销沟通决策广告与公共关系.pptVIP

* ? Japans Fuji Photo Film asked its advertising agency to develop an image campaign for the United States. At the time, Fuji was embroiled in a trade dispute with Kodak. Fuji had also invested more than $1 billion in U.S. production facilities and had won a long-term photofinishing contract with Wal-Mart. The campaign was designed to appeal both to Wal-Mart and to the giant retailers customers; as a Wal-Mart spokesman said, Weve long said we buy American when we can. The more people understand how American Fuji is, the better. ?In 1995, Japanese car marketers hired Hill Knowlton to create a