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1、CaseStudyFocusAdvertising09国贸03田琳王栋魏露尤敏陈曦周群宗训朋BackgroundcompanynameFocuslineofbusinessadvertisingagencycharacteristicimaginativeandeffectiveproblemreputationwasdamagedclients'productPerfumeAmajorbankobjectconvinceclientsPerfumeAunisexperfume,withbiodegradablepackaging.Producedbyawellknownup-
2、marketmamnufacturer.Thecompanynowwishestoenterthelowerendofmarket.aim:LaunchtheperfumeinanEnglishspeakingcountryAdvertisingteamCase1Campaign'skeymessage:addcharmforyourlife.Specialfeatures:Aperfume,withbiodegradabalepackaging,ismoreenvironmental.Letyourcharmintonaturalandkeeprelaxedandclean.
3、USPs(UniqueSellingPoints):Aunisexperfume,Producedbyawellknownup-marketmamnufacturer.Thequalityisguaranteed.AdvertisingteamCase1TargetAudience:Thepeoplearebetween18-30yearsoldinEnglish-speakingcountries.Media:aTVcommercialstory:Ahandsomeboy,onthewayofhiking,meetsthesandstorm,gotverydistressed
4、,thenhewenttoasmallhotel,thewaitresshandedinhimabottleofperfume,theboyenteredtheroomandchangedhisclothes,sprayonperfume,whichthewaitresshadgivenhim,then,theboywholepeoplelookedveryrelaxedandclean.AdvertisingteamCase1Media:aTVcommercialTheboypleasedtosaygood-bye,afewmonthslater,twopeoplewalki
5、naroad,whilepassingeachother,atthismoment,twopeopleareattractedbyafamiliarsmell,andatthesametime,theybothlookingback,foundthattheirkneweachotherformerly,atthelasttwopeoplefellinlove.Specialpromotion:toattractconsumersonthestage,manyyoungpeopledancingwiththeperfume,invitingcustomertojointhem,
6、thentheycangetabottleofperfumeoratrialoutfit.AdvertisingteamCase2Campaign'skeymessage:EauDeToiletteasanewentryinthefragranceindustrycategorypotentialmarketisverybig,thecrowdisclear,thefirstgoalinashortperiodoftimetoopenthevisibilityandattractthebroadmassesofthetargetgroup'sattention.Specialf
7、eatures:Belongstothehigh-endproductseries,qualitycanbetrusted,relativetothepriceofotherseriesismany.Easytocarry,exquisitepackagingMildskinirritationalargerchoiceAdvertisingteamCase2USPs(UniqueSellingPoints):Lowprice,Brandawareness,Scentoflightandpl
