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植入学生赛事已成为品牌主向大学生群体开展营销的常规手段之一。品牌主希望通过成为比赛命题品牌,让目标受众在比赛过程中认识并了解品牌,从而提升品牌的市场份额。然而作为一种营销策略,显效与潜在效应、即效与长远效应,应该是品牌主考量营销策略效果的综合指标。因此,本文以中国广告协会学院奖为研究对象,通过抽样调查方式,对品牌主通过命题品牌植入大学生广告赛事的营销策略做实效研究,获得的研究结果可作为品牌主进一步营销决策之参考。
The implantation of student events has become one of the conventional means by which brand owners conduct marketing to college students. Brand owners hope to become the match proposition brand, so that the target audience in the game to understand and understand the brand, thereby enhancing the brand’s market share. However, as a marketing strategy, effective and potential effects, that is, effective and long-term effects, should be the main indicator of the overall effectiveness of marketing strategy indicators. Therefore, in this paper, the China Institute of Advertising Association Award as the research object, by means of sample survey, the main brand through the proposition brand marketing strategy into university students advertising effectiveness research, the results obtained can be used as a reference for further marketing decisions.