1983年美国广告协会制作了一部电视系列片《更好的创意,更好的销售》。其中记载了奎克麦片公司的成功经验。其广告方案获1986～1987年罗比奖。其经典风范至今令人回味不尽。20多年前,奎克公司推出了一种生活牌麦片,并宣称:基于高蛋白含量,它是食品营养的一项突破。上市广告强调其营养价值和味道卓越。然而,产品上市几年来销售成绩一直不佳。这是因为许多母亲认为儿童不喜欢营 In 1983, the American Advertising Association produced a TV series “Better Ideas, Better Sales.” It describes the successful experience of quail cereal companies. Its advertising program won the Robbie Prize from 1986 to 1987. Its classic style has so far been eclectic. More than 20 years ago, Quaker introduced a life brand of cereal and announced that it is a breakthrough in food nutrition based on high protein content. Listing advertisements emphasize its nutritional value and excellent taste. However, sales performance has been poor for several years since the product was launched. This is because many mothers think that children don’t like camps