胶水的特性,一般来说,刚一碰上还不怎么样,时间久了,就牢牢粘住,轻易不能分开。而胶性营销,就是使目标消费者对营销的新产品,由接触而生兴趣,与其生活逐步建立联系,最终形成稳定的市场需求。也可以说,胶性营销就是新产品与消费者之间抹上胶水,使之逐步接近而粘牢。下面介绍的一个案例,即可视为胶性营销的代表作。 1968年10月间,美国加州的葡萄干厂商,决定开拓台湾市场。它们把一切广告工作,都委托给当地一家正迅速发展,充满朝气的广告代理商——台湾广告公司。 若按常规的做法,代理商们只要选择有效的广告媒 The properties of glue, in general, are not as good as they were in the first place. For a long time, they stick firmly and cannot be separated easily. The glue marketing means that the target consumers are interested in contact with new products for marketing, and gradually establish contact with their lives, and finally form a stable market demand. It can also be said that the glue marketing is the glue between the new product and the consumer, making it gradually close and sticky. A case described below can be considered as a masterpiece of gel marketing. In October 1968, California’s raisin manufacturers decided to open up the Taiwan market. They delegated all advertising work to a local advertising agency, the Taiwanese advertising company, which is rapidly developing and full of vigor. If you follow the usual practice, agents only need to select effective advertising media.