| 奥运赞助效果及受众广告意识的变化——基于北京2008年奥运合作伙伴/赞助商广告效果的调查 |
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| 引用本文： | 王菲. 奥运赞助效果及受众广告意识的变化——基于北京2008年奥运合作伙伴/赞助商广告效果的调查[J]. 国际新闻界, 2009, 0(2) |
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| 作者姓名： | 王菲 |
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| 作者单位： | 中国人民大学新闻学院; |
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| 摘 要： | 本研究对北京2008年奥运合作伙伴/赞助商的广告效果进行了调查,发现受众/消费者对合作伙伴/赞助商的总体识别率不高、总体印象变化不大、购买意愿变化不大。这让我们思考,奥运赞助的效果是否还像过去十余年间那般强烈。中国企业不应把品牌的构筑寄托于一次性的时机上,企业对待奥运会之类的重大时机要客观、平和;品牌的影响力在于持之以恒的围绕品牌核心价值进行构筑,重视社会营销手法。
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| 关 键 词： | 2008北京奥运会 奥运合作伙伴/赞助商 广告效果 广告意识 |
The Olympic Sponsors Effect and the Changes of Ad Awareness among the Audience:A Research on the Advertising effect of 2008 Beijing Olympic Sponsors |
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| WANG Fei. The Olympic Sponsors Effect and the Changes of Ad Awareness among the Audience:A Research on the Advertising effect of 2008 Beijing Olympic Sponsors[J]. Journal of International Communication, 2009, 0(2) |
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| Authors: | WANG Fei |
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| Affiliation: | WANG Fei (School of Journalism and Communication,Renmin University of China,Beijing,100872) |
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| Abstract: | This research reveals the effect of Beijing 2008 Olympics sponsor's advertising as not strong.Blurry brand identity,poor impression,and little change of purchase desire proves that Chinese enterprise should draw their attention away from one-off opportunity to long-term social marketing of their core value. |
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| Keywords: | 2008 Beijing Olympics Olympic Sponsor the Effect of Advertising Audience awareness |
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