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进入90年代的美国,许多企业把产品促销与赞助活动结合起来,获得了名利双收的效果。美国的广告界人士为这种策略取了个平凡的名字,称之为“赞助活动行销”。 美国运通公司可以说是“赞助活动行销”的鼻祖。该公司自80年代以来,所推出的赞助活动已多达60项以上。其中特别值得称道的,是公司的行销主管威尔奇竟打起自由女神的主意。威尔奇在1983年提出一个颇有创意的新点子,内容是运通卡持有人每持卡消费一次,运通公司便保证捐出一美分,作为筹措重新修饰自由女神像的经费。最后累计结果,修饰自由女神像由此得到的捐款共为70万美元,凭借这个赞助活动,运通公司不仅提高了知名度,而且
In the United States, which entered the 1990s, many companies combined product promotions with sponsorship activities to obtain fame and fortune. U.S. advertising professionals took an ordinary name for this strategy, calling it “sponsored event marketing.” American Express can be said to be the originator of “sponsored event marketing.” The company has launched more than 60 sponsored events since the 1980s. What is particularly commendable is that the company’s marketing manager, Wilch, actually picked up the idea of a free goddess. In 1983, Welch proposed a creative new idea. The content is that each time the holder of the Express Card is spending on the card, the Express Company pledges to donate one US cent to fund the re-education of the Statue of Liberty. As a result of the final accumulative results, the total amount of donations for the modification of the Statue of Liberty was US$ 700,000. With this sponsoring activity, the Express Company not only increased its visibility, but also