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2012年,随着网络媒体和移动媒体等新型媒体的步伐不断加快,向来受观众宠爱的电视媒体遭遇了挑战。企业和广告主从关注购买电视时段和频次转向更加关注广告的效果。去年年底,雪佛兰联手全国500多家经销商推出“驾享新价值”迈锐宝钜惠活动,通过移动互联网,雪佛兰将优惠信息及试驾消息发送给用户,期望吸引用户到店试驾。同时,雪佛兰借助“驾享新价值”活动收集目标用户及潜在用户信息,辅助经销商的终端销售。上海通用雪佛兰市场传播高级经理徐
In 2012, the television media, which has always been favored by the audience, has encountered challenges as new media such as online media and mobile media continue to accelerate. Businesses and advertisers shift their focus from paying attention to buying time and frequency of television to paying more attention to ads. At the end of last year, Chevrolet jointly launched more than 500 dealers nationwide to launch the “Driving New Value” Mai Rui Bao huge benefit activities, through the mobile Internet, Chevrolet will be preferential information and test drive messages sent to users in the hope of attracting users to shop test drive . At the same time, Chevrolet leverages the drive to new value to gather targeted and potential user information to assist end-user sales. Shanghai GM Chevrolet marketing communications senior manager Xu