金六福2005年“春节回家”营销活动,便是一次典型的空中优势与地面进攻相结合的现代营销战役。一、制空权:精确制导因为春节诱人的市场机会,很多厂商都认为在春节有大投入就有大产出。事实上,春节市场虽大,但营销成本相对提高。一是广告成本的提高。许多媒体春节期间的广告费提高了许多。另外春节是广告高峰期,企业都在利用 JLF 2005 “Spring Festival home” marketing activities, is a typical air superiority and ground offensive combination of modern marketing campaign. First, the air space: Precise guidance Because of the attractive market opportunities for the Spring Festival, many manufacturers believe that there is a large investment in the Spring Festival there is a large output. In fact, the Spring Festival market is large, but marketing costs are relatively higher. First, advertising costs increase. Many media during the Spring Festival advertising costs increased a lot. In addition, the Spring Festival is the peak of advertising, businesses are using