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2001年,在我们开发卫视整合传播业务领域后不久,有幸受到上海健特生物有限公司的邀请,帮助其制定下一步的媒介投放策略及媒介购买方案,据事后了解,当时受邀请的并非只有我们一家公司,所以,实际上我们参加的是“脑白金”2001年下半年媒介投资的比稿工作(脑白金媒介投放基本上集中在7月份以后的下半年度)。 (一) 操作背景: 1.2001年中国保健品市场总体销售不断下滑。 2.脑白金在传播层面存在一定的负面因素和品牌老化的现象,原有的广告片在
Not long after we launched the satellite integrated communications business in 2001, we were fortunate to be invited by Shanghai Jiante Biotechnology Co., Ltd. to assist in formulating the next media distribution strategy and media purchasing plan. It was learned afterwards that not only we One company. Therefore, in fact, we participated in the competition for media investment in “Melatonin” in the second half of 2001 (Melatonin media distribution basically concentrated on the second half of the year after July). (A) operating background: 1.2001 China’s overall health food market sales continued to decline. 2. Melatonin in the communication there is a certain degree of negative factors and brand aging phenomenon, the original commercial in the