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Looking At Event Marketing From Heng Yuan Xiang'S Twelve Zodiac Advertisements

2008/4/20 15:25:00 13

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Look At Event Marketing From Heng Yuan Xiang'S Twelve Zodiac Advertisements.

The Spring Festival in 2008 is doomed to be calm. The fact that the real events of the Spring Festival are booming, the true and false Southern China tiger is confusing, and the "public anger" committed by the twelve zodiac advertisements of Heng Yuan Xiang.

As a career marketing worker, we do not need to comment too much on the first two events, but it is necessary to analyze and summarize the twelve zodiac advertisements of Heng Yuan Xiang, so as to complement each other in the future work and improve it.

(event replay: during the Spring Festival, Heng Yuan Xiang broadcast a new year's image advertisement on the CCTV broadcast of the twelve zodiac signs. In the 1 minute TV advertisement, the picture composed of the logo of the Beijing Olympic Games and Hengyuan Xiang remained stationary. The advertisement was read from Heng Yuan Xiang, Beijing Olympic sponsor, rat mouse, and read to Hengyuan Xiang, Beijing Olympic sponsor, pig and pig. She repeated all the 12 Chinese zodiac signs, and repeated 12 times with simple intonation.

Heng Yuan Xiang, the twelve Chinese Zodiac TV advertisement, is still a hot topic for people to talk about after dinner.

Some people say: this advertisement is very inspiring; some people say: this advertisement is not level; others say: this advertisement is slightly vulgar, but some people think that this is exactly what Heng Yuan Xiang is brilliant.

In short, the denunciation of ordinary people and the cutting of Web authors are the most important and most important opinions of the twelve zodiac advertisements of the Spring Festival.

Why did Heng Yuan Xiang produce and put such ads?

Before, did they take into account the present situation?

The answer is yes: Yes!

The author thinks that there are three reasons to promote the advertisement of the twelve zodiac.

One is a brand new identity.

After the fact that Heng Yuan Xiang spent a lot of money as a sponsor of the 2008 Olympic Games, many people still do not know this fact. Just like a person who has improved his status and promoted his job, he always tells people more in a certain way to satisfy his inner sense of achievement and external interests. Heng Yuan Xiang wants to tell everyone by "this is my Olympic sponsor".

Two is a good time.

The Spring Festival in 2008 is the real start of the Olympic year. At the same time, the Spring Festival is also the most important traditional festival of the Chinese people. The holiday is a time of holiday, family reunion, long rest, and high TV ratings during the Spring Festival holiday. It is the best time for many companies to advertise, brand and market.

Heng Yuan Xiang will not let go.

Three is an idiomatic style.

The advertisement that Heng Yuan Xiang used to popularize and popularize style and planning thought was born. At the beginning of its development, the brand was repeatedly advertised by "Heng Yuan Xiang, Yang Yang Yang".

This twelve zodiac advertisement can be said to be a continuation of its publicity style.

So what does this zodiac advertisement bring to Heng Yuan Xiang?

First, constant abuse and reputation.

The mass bombing of TV commercials, mass comments on Internet articles and oral dissemination of ordinary people made the unprecedented popularity of Heng Yuan Xiang brand.

Two, the reputation of the brand has dropped.

Although this advertisement has attracted people's "spurting food", hate and even revile, the fact that Heng Yuan Xiang became the sponsor of China's first Olympic Games has been firmly embedded in people's minds. At the same time, people's curse is only aimed at this advertisement, believing that Heng Yuan Xiang will not be stupid enough to let his products be scolded. When people purchase intention, they will think this way: Although the advertisement of Heng Yuan Xiang is not bad, it is Olympic sponsor after all, but it is a powerful enterprise and the product is still good.

Three, the rate of return on investment is very high.

In addition to the direct publicity effect of TV advertisements, the "nuclear split" of ordinary people and the mass comment articles of major websites have become the free advertisement of Heng Yuan Xiang. The promotional effect of it is much better than that of simple TV advertisements, and its scope is much wider and the cost is much less.

Based on the above analysis, we can not draw a conclusion to Heng Yuan Xiang's twelve zodiac advertisements that advantages outweigh disadvantages.

Here, let's not discuss the quality of the advertisement of the twelve zodiac of the Heng Yuan Xiang and people's views. From the angle of brand building and marketing promotion, Heng Yuan Xiang's twelve zodiac advertisement is undoubtedly successful. Throughout the whole process, it is not so much a TV advertisement that it is an event marketing.

The so-called event marketing refers to the enterprise through planning, organizing or using celebrities, news value and social influence of people or events, to attract media, social groups and consumers interest and concern, in order to improve the reputation of enterprises or products, reputation, establish a good brand image, and ultimately contribute to the sale of products or services means or means.

Event marketing, which integrates news effect, advertising effect and customer relationship, is a popular and widely used method of public communication and marketing in recent years, which has shaped many successful cases of enterprises.