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一广告促销策略分析1.差异化广告策略利用广告的方式在外地市场促销是国际促销一种常见的策略,但是,并不是每个公司都必然成功。八十年代初期,一家美国食品公司将其在美国播放的推销广告片配上北非地区语言在该地播放,其结果是观众反应冷淡,甚至受到某些政府人士的责难。究其原因是该公司的行销人员没有深刻了解北非与欧美的差异,没有顾及到当地特殊的环境和购买行为。
An Advertising Promotion Strategy Analysis 1. Differentiated Advertising Strategy Using advertising in the foreign market promotion is a common strategy for international promotion, but not every company will necessarily succeed. In the early 1980s, a U.S. food company broadcasted its promotional advertisements displayed in the United States with North African regional languages. As a result, the audience reacted coldly and even received criticism from some government officials. The reason is that the company’s marketing staff did not have a deep understanding of the differences between North Africa and Europe and the United States, and did not take into account the special local environment and purchase behavior.