广告专业毕业论文英文

广告专业毕业论文英文内容摘要：

edia strategies to promote the brand image or positioning and reinforce the brand loyalty. Case study This paper focuses on the Wong Lo Kat(王老吉 ) as a case study. According to the information from the official website of Wong Lo Kat, it is the largest beverage (herbal tea) pany in China, belonging to the HongKong JDP Group Corporation. The beverage is a kind of functional drink in China. It was established in Qing Dynasty (1830s, .) , and recreated in 1938 after JapanChina war ended. The main production of HongKong JDP Group Corporation is Wong Lo Kat (王老吉 ) herbal tea. Wong Lo Kat herbal tea is a kind of beverage that helps to clear away the accumulated heat in the human body. Also, Wong Lo Kat herbal tea originated from Guangdong, and is a monly known health drink in the region. Guangdong is situated in Lingnan, which has a typical subtropical climate, and the weather is hot and humid. Under the influence of the climate, improper diet and lack of sleep would easily lead to body heat, which is catching “ heatiness” . In order to clear away excessive moist and heat in our body, historically Chinese in the region had traditionally used Chinese herbs with the functions of clearing away heatiness and summerheat, clearing excessive moisture and dissolving toxic substances in the human body, and made these herbs into different types of herbal tea, and then set up Chinese pharmacists who sold these tea products. The main ingredients of Wong Lo Kat herbal tea are: Holly root, LonghairyAntenoronHerb, Selfheal, Screwtree root. All these ingredients are widely used even today in the traditional Chinese medicine. According to the introduction from the electronic cite quotation Wikipedia, herbal tea, can be made with fresh or dried flowers, leaves, seeds or roots, generally by pouring boiling water over the plant parts and letting them steep for a few minutes. Seeds and roots can also be boiled on a stove. The tisane is then strained, sweetened if so desired, and served. Many panies produce herbal tea bags for such infusions. On the other hand, flavoured teas are prepared by adding other plants to an actual tea (black, oolong, green, yellow, or white tea)。 for example, the popular Earl Grey tea is black tea with bergamot, jasmine tea is Chinese tea with jasmine flowers, and genmaicha is a Japanese green tea with toasted rice. Before the 1990s, Wong Lo Kat was set as a kind of function beverage in Guangdong Province, but in northern of China, Wong Lo Kat was set as a kind of mon beverage, like Pepsi Cola, or Sprite. In the 1990s, the advertising campaign of Wong Lo Kat focused on the product itself as a mon beverage , but did not focus on the concept related to the Chinese traditional. The advertising campaigns targeted the old generation customers at that time, because only the old generation could understand the concept or insight of function beverage and heatiness. The marketers of Wong Lo Kat at that time attempted to sell Wong Lo Kat as a brand which has long history. Consumer behaviour in China Today, the marketers of Wong Lo Kat have devised a marketing strategy to reposition the traditional herbal tea as a beverage to promote healthiness, as well as to prevent the condition of heatiness. According the homepage of Wong Lo Kat, heatiness is a general term in Chinese medical theory for all diseases that are hot and masculine in nature. Marketers and researchers today note that consumers not only prefer the good taste of drinks, but also prefer than to be healthy. On the marketing pretest, there are five Chinese eating habits can be easily to infected heatiness. They are: eating hotpot, watching TV for a long periods with evening, eating fried food, barbecue, and sunbathinging. Also, the data of marketing pretest from the electronic cite quotation present that there are two best ways to reach the target customers of Wong Lo Kat: ① Broadcast media ② Outdoor advertising. Brand repositioning and campaign planning Based on this research, Wong Lo Kat created a new advertising campaign and planed its media strategy. The first step in Wong Lo Kat39。 s media strategy was to reposition the brand. On brand positioning of the advertising campaign, Wong Lo Kat targeted the higherpriced marketing segment of functional drinks, and recreated a new core brand value at the same time with concerned of “cure heatiness”. The element of fire among all the five elements in our bodies, and this loss of balance is called “heatiness”. If one has too much heatiness in one39。 s body, the person would have a fever, stomachache, canker sore, toothache, etc. As a healthy functional drink, Wong Lo Kat tries to promote that this herbal tea can cure the heatiness. In an advertising campaign, a brand to be positioned successfully , “must relate to, and indeed, exploit, the needs, values and lifestyles of consumers in such a way that the meanings involved give added values, and differentiate the brand from other brands” .[7] After resetting the brand repositioning statement, Wong Lo Kat increases the spending on advertising. According to the data (2020) from AC. Nielsen, Wong Lo Kat has spent $100 million since 2020. How does Wong Lo Kat plan to use to spend its ad。