论文部分内容阅读
面市数十天便火爆京城而名噪一时的婷美,借“婷美小姐”倪虹洁那张含蓄而甜美的笑脸所向披靡,迅速成为全国著名品牌。近期,婷美更是火借风势,大举挺进国际市场,使出的撒手锏,便是立体代言的广告策略。婷美将为其立下汗马功劳的“婷美小姐”倪虹洁、青春偶像张柏芝、“永远的真由美”中野良子三位明星一同邀至麾下,共同出任婷美形象大使,组成了声势浩大的明星代言阵容,全方位、多角度诠释和传达婷美“美体修形,一穿就变”的品牌内涵。三位明星运用各自不同的魅力将丘比特之箭射向不同年龄,不同层次、不同地区的消费者,形成强大的立体攻势,实可谓婷美走向国际的一招妙棋。婷美虽然为立体代言花费巨资,却从中获益多多,可谓一石多鸟之策:
When the market is hot for decades, the famous Beijing-Tingting beauty, borrowing “Miss Ting-Mei” Ni Hongjie that implicit and sweet smile invincible, quickly became a famous brand. Recently, Ting Mei is using the fire by the wind, moving aggressively into the international market, causing shame about it. It is a three-dimensional endorsement advertising strategy. Ting Mei will make great contributions to its “Miss Ting Mei” Ni Hongjie, young idol Cecilia Cheung, “forever by the United States ” Yukino Nakano together three stars invited to the command, served as the United States Ambassador Tingmei, formed a massive celebrity endorsements Lineup, all-round, multi-angle interpretation and convey Ting-Mei “body shape, wear a change” brand connotation. The three stars use their different charm to shoot Cupid’s arrows at consumers of different ages, levels and regions to form a powerful three-dimensional offensive, which can be described as tingmei’s international move. Ting Mei Although the three-dimensional endorsement spent huge sums of money, but a lot of benefits, can be described as a multi-stone strategy: