澳洲UNSW代写作业:品牌对比广告
Keywords:澳洲UNSW代写作业:品牌对比广告
根据《泰晤士报100商业案例研究》(2010)，Aldi采用的独特营销策略之一就是品牌对比广告。这些广告表明，阿尔迪的品牌与知名品牌如帮宝适(Pampers)纸尿裤、亨氏(Heinz)番茄酱桶装(tomato ketch up)和仙液(Fairy Liquid)质量相当。为了证明这一点，阿尔迪在一部分购物者中进行了盲品实验。这个实验表明，大多数喜欢知名品牌的消费者也喜欢Aldi品牌。这些发现为Aldi最受欢迎的“Like Brands”运动奠定了基础。“同类品牌”的广告为企业提供了一个展示其质量的平台，最重要的是它的性价比。这一活动有效地向消费者展示了，他们从Aldi购物可以赚到多少钱。只有更便宜。“广告为阿尔迪的产品提供了一个角色，因为广告使用幽默来帮助建立自信和与目标受众的情感联系。”此外，根据《泰晤士报100商业案例研究》(2010年)的数据，Aldi每周印刷大约100万份小册子，分发给周边地区的顾客。这些小册子推销的产品有限的可用性和季节性和每周可在商店。Aldi的另一个活动是“交换和保存”。Aldi的报纸广告通过展示从主要的杂货商到Aldi可以节省的顾客来推广Aldi的品牌。这种促销方式类似于乐购的“大幅降价”活动或森宝利的“品牌匹配”活动。
澳洲UNSW代写作业:品牌对比广告
According to the Times 100 Business Case studies (2010), one of the unique marketing strategies Aldi has adopted is the advertisements with brand comparisons. These adverts demonstrate that Aldi brands are of equal quality to well-established brands for example, Pampers diapers, Heinz tomato ketch up and Fairy Liquid. To prove this Aldi ran blind taste experiments amongst a section of shoppers. This experiment suggested that the majority of consumers that preferred the well-known brands also liked Aldi brands. These findings created the basis to Aldi’s most popular ‘Like Brands’ campaign. The advertisements of the ‘Like Brands’ provided the business with a stand to speak about its quality and most importantly its value for money. This campaign was effective in showing the customers how much more their money can fetch by shopping from Aldi with a slogan, ‘Like brands. Only cheaper.’ The campaign provided a character to the Aldi products because the advertisements use humours which help to build confidence and an emotional connection with target audiences. In addition, according to Times 100 Business Case studies (2010), Aldi prints around 1 million copies of brochures per week to distribute in the store as well as to customers living in surrounding areas. These brochures promote products with limited availability and seasonal and weekly offers available in stores. Another campaign of Aldi is ‘swap and save’. The newspaper adverts of Aldi promote the Aldi brands by showcasing the saving customers can have by swapping from the leading grocers to Aldi. This promotion is in the similar lines of Tesco’s ‘big price drop’ campaign or Sainsbury’s ‘brand match’ campaign.
