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娃哈哈十分注意全国各级媒体的全方位投放,从中央到地方一应俱全,而且各级间的费用比例把握较好,呈正金字塔型,体现出较好的媒介策略。中央∶卫视∶省级∶地方的费用依次递增。这样的比例投放较好地实现了中央、“省级卫视”以品牌提示为主,功在建立品牌的知名度;省级地方直至县级媒体增加暴露频次,提高知晓度,产生销售力的媒介组合策略。
Wahaha paid great attention to the full range of media coverage at all levels in the country, ranging from the central government to localities. The proportion of expenses at all levels was well controlled and presented a positive pyramid, reflecting a better media strategy. Central: Satellite TV: Provincial: Local costs increase in turn. This proportion of the better delivery to achieve the central government, “provincial satellite TV” brand tips, building brand awareness in the work; the provincial level until the county media to increase the frequency of exposure, increase awareness, generate sales force of the media portfolio Strategy.