(一) 北京的“和路雪”冷饮畅销上海。据悉,厂家一下子在上海赠送了3000台印有“和路雪”字样的专用冷柜。假若以每台2000元计算,那么赠送的总金额就为600万元。倘若把这笔资金用于投放媒体,可能仅做一年还不够。其实,此类“大赠送”就是一种售点广告、户外广告。厂家实际上是在抢占空间,做“房地产经营”。那些接受赠送的商店理所当然地摆放“和路雪”的冷饮,顾客当然也看到了“和路雪”。此举不仅充分调动了中间商、零售商的积极性,也从根本上解决了企业和消费者的通路问题。 (A) Beijing “and Road Snow ” Cold drinks selling Shanghai. It is reported that manufacturers at once donated in Shanghai 3000 printed with “and snow” words dedicated freezer. If calculated at 2,000 yuan each, then the total amount donated to 6 million yuan. If this money is spent on the media, it may not be enough for just one year. In fact, such “big gift ” is a point of sale advertising, outdoor advertising. The manufacturer is actually occupying space, doing “real estate management ”. Of course, those shops that receive donations display cold beverages such as “And Snow”, and of course customers also see Snow and Snow. This move not only fully mobilized the enthusiasm of brokers, retailers, but also fundamentally solve the problem of access for businesses and consumers.