| 论百事可乐名人广告传播策略 |
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| 引用本文： | 姚光明.论百事可乐名人广告传播策略[J].淮南师范学院学报,2004,6(2):65-68. |
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| 作者姓名： | 姚光明 |
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| 作者单位： | 淮南师范学院,艺术系,安徽,淮南,232001 |
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| 摘 要： | 名人广告无论对品牌还是对明星自身来说都是一把双刃剑，其利弊相问，有一体两面的性质。百事可乐成功的运用“立体代言”名人广告传播策略，组成声势浩大的明星代言阵容，全方位、多角度诠释和传达其品牌内涵，将品牌的年轻、活力、精彩魅力等品牌属性表现的非常到住，提升了品牌的附加值，使百事可乐更具魅力。
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| 关 键 词： | 名人广告 传播 立体代言 音乐推销 品牌经营理念 |
| 文章编号： | 1009-9530(2003)02-0065-004 |
| 修稿时间： | 2003年5月20日 |
On Pepsi Cola's Strategy of Publicity by Advertising Through Inviting Pop Stars as Spokesmen |
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| Yao Guangming.On Pepsi Cola''''s Strategy of Publicity by Advertising Through Inviting Pop Stars as Spokesmen[J].Journal of Huainan Teachers College,2004,6(2):65-68. |
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| Authors: | Yao Guangming |
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| Institution: | Yao Guangming |
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| Abstract: | Advertising through Inviting Pop stars as Spokesmen has both advantages and disadvantages to the commodity itself and Pop stars.The present article presents a systematic analysis of Pepsi Cola's successful strategy of publicity by advertising through Pop stars. The author thinks that the quality and characteristics of the commodity is interpreted and conveyed from different angles by inviting Pop stars from all walks of life, and that the youthful vigor and charm of the commodity is manifested at length. Therefore, the additive value is brought to the commodity, which in return is made more attractive and charmful, and lucrative. |
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| Keywords: | advertising through Pop stars strategy of publicity spokesmen from all walks of life musical promotion ideals in management |
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