《营销文献(英)》由会员分享，可在线阅读，更多相关《营销文献(英)（7页珍藏版）》请在金锄头文库上搜索。
1、U.S. Food and Beverage Marketing: PepsiCo: network communication wars of popular brands Pepsi has always emphasized as a spokesman for the positioning of young people, the overall brand communication is always based on the overall strategic positioning. Since 1996, PepsiCo launched the official site
2、, Pepsi has always been firmly locked the young audience. Pepsis Web site visitors to provide the latest Pepsi commercials, the latest information to meet the young surfers the demand for fashion, while the ever-changing activities lottery coupons good mobilize the enthusiasm of Internet users. Laun
3、ched its online gaming site, is the focus of attention of young audiences. In order to make the site into a powerful brand extension channels, Pepsi launched a new round of online marketing campaigns. Young people: the core of eternal publicity Online marketing campaign, Pepsi is still positioned as
4、 the core of the young consumers, including 18-year-old young male consumers to be the focus of the object. Use of online advertising giant ads, banner ads and streaming media advertising and other forms, also issued a 300 million e-mail. Selected ads MTV, Yahoo and the official Oscar site. Pepsi by
5、 signing singer Britney Spears, adding that TV and online advertising more attractive to Britney Spears as the protagonist of the TV ads and online ads also introduced, Britney Spears Pepsi joining indeed amassed more popularity. At the same time by two small U.S. baseball star Ken TAL Griffey and S
6、ammy Sosa commercials starring the propaganda campaign has become a highlight of the follow-up publicity. Pepsis website also provides a lot of film making of the ad to attract peoples attention. Super Bowl: The new experimental field of marketing Integration for the site in the spread of Pepsi war,
7、 in 2002 American football Super Bowl on the interactive streaming media campaign to become the biggest bright spot. Pepsi and the United States a well-known portal to launch a 5-day public relations activities: the selection of invited audience in the Super Bowl in the broadcast of the Pepsi genera
8、tion, the classic ad campaign. In the Super Bowl advertising time broadcast by the first section of six classic Pepsi ad clip from the generation of a 90-second television ads, the Internet audience to vote for one of the best looking one. Then the advertising time in the game section II, the larges
9、t broadcast received by the audience vote that support advertising. It is precisely because the development of streaming media technology, only to television advertising network, reaching double publicity. Network digital propaganda campaign can make a lot of novel ideas into reality. Pepsi Britney
10、Pepsi generation networks and interactive television, the Internet is the structure of the 24 hour real-time online platform. For the 2002 Super Bowl ad campaign, Pepsi for six months preparation time. Meanwhile, the Pepsi Web site of the TV advertising service, it attracted a large number of the ta
11、rget audiences attention. However, the Internet giant is the only streaming media to achieve communication platform for advertising, because there is no bandwidth limit, 90 seconds to show the full content of ads. In the Super Bowl held within 5 days, the 90-second commercials downloads more than 10
12、0 million times. The ad campaign attracted a lot of peoples concern and activities also received positive results. Pepsi site and partner sites received a total of 417,000 five days of voting viewers, 7 million people to participate in sweepstakes; a lot of information about site visitors to leave v
13、oluntarily, in order to establish a consumer database provides a wealth of information. Another Pepsi ad online auction of props and clothing for the Britney Spears Foundation raised $ 78,000 in payments. PepsiCo website are available each month after nearly 300 million individual visits. Online adv
14、ertising becomes a more than print media advertising or television advertising more effective form of propaganda. Pepsi expects online advertising campaign as an extension of traditional advertising, but also hope that the future users of the site together with the Pepsi brand. Although read magazin
15、es or watch television commercials, the audience will also receive promotional information passively, but the networks target audience and brand promotion will have a positive interaction. U.S. pharmaceutical industry marketing: Pfizer to create a Viagra Legend - Listing Promotion Viagra Case For th
16、e U.S. pharmaceutical company Pfizer in 1998, has extraordinary significance. It is this year, Pfizer R & D indications male sexual dysfunction prescription drugs - Viagra may be allowed to market. The blue pill soon swept the world, but also throughout the whole world so that the identity of Pfizer. The world today faces more instability factors
