案例分析：VS袖珍火箭射击能源起飞
发布时间：2016-05-12 17:10
Executive summary执行摘要
在引进方面，它是公司命名Frucor概述。同时，该广告是由科伦索BBDO那里获得巨大的成功了。然后，它描述了详细介绍了五口袋火箭。它花了大量的语言来介绍五能量饮料和五口袋火箭。当然，广告的利润给公司带来让那里站在竞争激烈的市场。（丹尼斯A.彼得林纳格皮塔；吉特weisgal；，2006）
首先，对V的口袋火箭创意策略分类和效益五策略描述。（Lalita A. Manrai；诉卡特拉刀；Ajay K. Manrai，1992）然后解释和讨论这样一个战略面临的营销环境效益那里去年推出的能量球产品。他们的目标策略、沟通策略、诉求策略、个性化策略和品牌策略。（Lalita A. Manrai；诉卡特拉刀；Ajay K. Manrai，1992）当然，为了提高品牌和产品形象、广告、营销、公共关系等综合利用。（丹尼斯A.彼得林纳格皮塔；吉特weisgal；，，2006）
After reading case study 1 on pages 164-165 of the text – “V’s Pocket Rocket Energy Shot Takes Off”, a report consists of introduction, Research question 1 – Classify and benefit the V Pocket Rocket creative strategy, Research question 2 – MECCAS model discussion, Research question 4 – Discuss the Republic of V Website and Evaluation Criteria, and conclusion is shown.
In aspect of the introduction, it is the overview of the company named Frucor. Meanwhile, the advertisements of Frucor which is made by Colenso BBDO obtain the huge success. And then, it describes detailed introduction of V Pocket Rocket. It spends a great number of languages to introduce the V energy drink and the V Pocket Rocket. Of course, the profits of the advertising bring to the company let Frucor stand in the competitive marketing. (Dennis A. Pitta; Margit Weisgal; Peter Lynagh, 2006)
At first, classification and benefits of the V Pocket Rocket creative strategy are described in five strategies.(Lalita A. Manrai;V. Carter Broach;Ajay K. Manrai, 1992) And then explain and discuss the benefits of such a strategy faced with the marketing situation of Frucor being last to launch its energy shot product. They are objective strategy, communication strategy, appeal strategy, personalization strategyand brand strategy. (Lalita A. Manrai;V. Carter Broach;Ajay K. Manrai, 1992)Of course, in order to improve the brand and product image, the advertising, marketing, public relations and so on are integrated and utilized. ( Dennis A. Pitta; Margit Weisgal; Peter Lynagh, 2006)
Moreover, MECCAS model is described for the advertisement in order to explain to what degree Colenso BBDO’s campaign for Pocket Rocket might have fitted the various stages from conceptualization to leverage point.(Smaoui, H.; Radi, B, 2001) And then, the advertisements will be analyzed in the five aspects of driving force, leverage point, executional framework, consumer benefit, and message elements. (Shepard, Scott, 1997)
Furthermore, after visiting the Republic of V website as a platform where the company could communicate with customers, (Smith, Alastair G,2001) discuss the republic of V website and evaluation criteria. However, different people own different point. In the author’s opinion, the interest and interactivity play vital roles in attracting the attention of customers. The speed of opening the website, could the web page meet the most customers’ appreciation of the beauty, the positioning of the website, the effect of the web site users’ experience, and the detailed means of communication are the criteria in author’s position. (Wang, Cheng-Zhi,2005)
In the end, it is described the aim, the answer of the three question of the Case Study in short in the conclusion. Of course, it is not hard to discover that the advertisements is successful and the “V’s Pocket Rocket Energy Shot Takes Off” which leave deep impression will not disappear in the memory. At the same time, it is necessary for students and designers to recognize the vital role integrated marketing communications plays. (Rosendahl, Tom ;Gottschalk, Petter ,2009) Meanwhile, integrated marketing communications should be used in the flexible way. ( Dennis A. Pitta; Margit Weisgal; Peter Lynagh, 2006)
Table of contents目录
Case Study: V’s Pocket Rocket Energy Shot Takes Off
Executive summary 1
Table of contents 3
Introduction 4
Research question 1 – Classify and benefit the V Pocket Rocket creative strategy 6
Research question 2 – MECCAS model discussion 9
Research question 4 – Discuss the Republic of V Website and Evaluation Criteria. 12
Conclusion 15
Reference list 17
Conclusion总结
In the article, there are introduction, Classify and benefit the V Pocket Rocket creative strategy which is the analysis of the first question in the Case Study 1 named “V’s Pocket Rocket Energy Shot Takes Off”, MECCAS model discussion which is the answer to the second question, discuss the republic of V website and evaluation criteria as the opinion of the fourth question, and conclusion five parts.
Frucor is introduced in the introduction as a famous drink company, meanwhile, Colenso BBDO as a corporation is known for its design of V energy drink. The advertisement is V Pocket Rocket which attracts most of the sights. Of course, the V energy drink and the V Pocket Rocket is spent a great number of languages to introduce. At the same time, the profits of the advertising bring to the company let Frucor stand in the competitive marketing. (Dennis A. Pitta; Margit Weisgal; Peter Lynagh, 2006)
In the beginning, creative strategy plays an important role in providing the benefits to the products or service and conveying the spirit of the advertiser. (Lalita A. Manrai;V. Carter Broach;Ajay K. Manrai, 1992) Objective strategy, communication strategy, appeal strategy, personalization strategyand brand strategy are made up the creative strategy.(Lalita A. Manrai;V. Carter Broach;Ajay K. Manrai, 1992) At the same time, it is necessary for students and designers to recognize the vital role integrated marketing communications plays. (Rosendahl, Tom ;Gottschalk, Petter ,2009) Meanwhile, integrated marketing communications should be used in the flexible way. ( Dennis A. Pitta; Margit Weisgal; Peter Lynagh, 2006)
And then, it is introduced to all what is the MECCAS model. It is a tool to analyze the advertisements in the five aspects of driving force, leverage point, executional framework, consumer benefit, and message elements. (Shepard, Scott, 1997) The role of the MECCAS model in guiding message formulation would not be replaced. (Shepard, Scott, 1997) Of course, whether the advertisement is successful or not, it is mostly according to the effects, the profits, the brand and other vital elements.
The next, after visiting the Republic of V website, it is found that it is so interesting for customers to join in. In the aspects of interactivity, it does its best to attract customers especially the young.( Wang, Cheng-Zhi,2005) The games, competition and so on are used to attract the customers. However, the speed of opening the website, could the web page meet the most customers’ appreciation of the beauty, the positioning of the website, the effect of the web site users’ experience, and the detailed means of communication are the criteria in author’s position. (Wang, Cheng-Zhi,2005)
To sum up, this article analyzes the Case Study 1 - “V’s Pocket Rocket Energy Shot Takes Off” in detail. At the same time, we should learn hard to the Colenso BBDO to design the so successful advertising. Of course, the advertising, marketing, public relations and so on are integrated and utilized.( Dennis A. Pitta; Margit Weisgal; Peter Lynagh, 2006)
Reference list文献
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