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去年岁末之际,可口可乐与百事可乐展开了新一轮的促销(SP)较量,促销主题是“可口可乐发发发”对“百事18大赢加”。凭心而论,这种举动屡见不鲜,对大多数人来说,也许只是“又来了!”的感觉。除了百事可乐在促销名称与办法上有些新意外,两者的促销目的、奖品,获奖概率几乎没人想去分辨个差别出来。结果无非是互相压制、抵御,伯仲之间,实在难分高低。促销就是促销,在新春佳节觥筹交错间,增加产品消费么!一般而言,促销就是通过刺激奖励,追求短期销售效果,而广告要追求有形和无形(诸如品牌形象的认同与崇拜等)
At the end of last year, Coca-Cola and Pepsi launched a new round of promotional (SP) contests. The promotion theme was “Coca-Cola” and “Pepsi’s 18 wins.” In fairness, such actions are common, and for most people, it may just be the feeling of “return!”. Except for some new accidents in the name and method of promotion of PepsiCo, the promotion goals and prizes of the two, and the probability of winning the prize, almost no one wants to distinguish between them. The result is nothing but mutual suppression and resistance. It is difficult to distinguish between high and low. Promotions are promotions. In the New Year season, increase product consumption. In general, promotion is to stimulate short-term sales through stimulating rewards, while advertising must be tangible and intangible (such as brand identity and worship).