2004年上半年,功能性饮料一下突然成为了饮料市场的最亮点,并成为电视广告的“新宠”。在我们的监测中发现,市场上已经有了几十种产品。广告成为品牌竞争的一个重要手段,特别是电视广告投放,共同带动了功能饮料消费的迅速提升,广告迅速培育了这一消费市场,打造了品牌个性,丰富多彩的 In the first half of 2004, functional beverages suddenly became the highlight of the beverage market and became the “new favorite” of television commercials. In our monitoring, we found that there are already dozens of products on the market. Advertising has become an important means of brand competition, especially in TV commercials, driving the rapid rise of consumption of functional beverages. Advertising quickly fostered this consumer market, creating brand personality and rich and varied