更新时间：2021-08-11 来源：营销工作总结 点击：
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【www.tibetly114.com--营销工作总结】
广告是营销的工具和手段，营销功能应被视为广告与生俱来的本质功能。营销离不开传播，传播功能是广告的最基本功能，广告通过信息的传播起到促进、劝服、增强、提示的作用。下面是小编带来哈根达斯英文广告语，欢迎阅读!
☆ the original ad such as: "delicious Haagen Dazs, like gold in the 24K gold, Kobe beef in Japan, especially the original palm oil, ordinary mushroom truffle, Chinese ceramics, Africa Simon ... ... is the 'ice cream field' in the best for.
☆ "New York Times" to give domineering ad: "cars have Rolls Royce, ice cream with Haagen Dazs."
☆ warm words of the ad, such as: "always inadvertently, to bring you the most meticulous care."
☆ and "love her, please her to eat Haagen Dazs" this classic sensational ad is to attract countless couples to become Haagen-Dazs regulars.
2000 year-end, Haagen-Dazs "reunion" series of ice cream in people looking forward to reunion, sharing a year of harvest hard time added a sweet memories. As is the very sensational "reunion" series of ice cream ad:
Haagen-Dazs always need you when you need to send a most intimate care, this is no exception. "Heart" series of Haagen-Dazs has always uphold the brand and creative style: make the United States taste, more beautiful implication, presented to focus on the quality of life has always been you. (Haagen-Dazs slogan)
You will be deeply loved by it; dressed in plain green tea, you will for this elegant and portrait ... ... at this moment, you will love the fruit, You will understand that the sweetness of ice cream and tea fragrance can be so perfect combination. "" Matcha ", like a beautiful green memory, in all the past days," Green Tea "ice cream gives that an indelible Graceful sweet.
If you love her, take her to H? Agen-Dazs.
Haagen-Dazs always need you when you need to send a most intimate care, this is no exception. "Heart" series of Haagen-Dazs has always uphold the brand and creative style: make the United States taste, more beautiful implication, presented to focus on the quality of life has always been you.
Some people say that Haagen-Dazs may be the most selling concept of ice cream brand, it is expensive because of love. It is because of its expensive to meet a lot of petty bourgeoisie and vain psychological. For many people, it is the pursuit of high quality of life to enjoy the symbol, coupled with its "pure natural raw materials processing" and "high quality", making it the ice cream market high-end brand.
As Haagen-Dazs in China's positioning is the high-end brand of ice cream market, the target customers locked in urban white-collar workers, have a certain economic base, the pursuit of high quality of life of the crowd, therefore decided to print advertising mainly in the form of the main.Because television advertising coverage is too broad and too loose, and print ads more targeted than television ads. Color sense, a strong sense of quality print ads can more easily lock the appropriate consumer groups.
Haagen-Dazs advertising around the theme of the appeal: "had a 'enjoy, perfect' life." Haagen-Dazs advertising is an important concept - romantic emotions, it hopes to pass to people's information is: we do not just a cold drink, but also a way of life, a romantic expression. So that "Haagen Dazs moment" feeling from the lips and teeth of the sublimation of the soul of the most wonderful experience. Haagen-Dazs most famous one slogan is: "love her, ask her to eat Haagen-Dazs." This will be the sweet taste and love the perfect combination of slogans, like "love buzzwords" the sameQuickly in Beijing, Shanghai, Guangzhou, Shenzhen and other cities spread. For a time, Haagen-Dazs ice cream has become a fashion crowd rush urban fashion food, Haagen Dazs around the "love" spared the article - it sells not only ice cream, but "sweet moment" is a symbol of romanceExperience.
Second, reasonable ingredients
Haagen Dazs print ads to fine screen shows its advertising audience is mainly in the income pyramid peak, the pursuit of fashion, young consumers. It will target their own customer base in those who focus on sensory enjoyment, pay attention to taste, romantic and wealthy young consumers. Such consumers are mainly divided into two categories: First, the family rich, food and clothing worry-free young people, people of this age do not have family burden, A family, they live independently, holding a generous salary, this age is the cause of life into the peak of the stage, there is the pursuit of utilitarian psychology. These two types of consumer groups have two common characteristics of consumption, one that is the most expensive the best, most able to show their grade. Especially in the same kind of human comparisons, this high consumption is increasingly showing a growing momentum. Second, the pursuit of exquisite, and perfect. The Haagen Dazs print ads show the information: love yourself, let yourself get the full emotional and spiritual enjoyment. This is to cater to the crowd of consumer psychology and leisure to enjoy the way of life - in the process of consumption into a happy feeling.
Haagen Dazs most of the print ads cleverly conceived, creative unique, to show people a sense of ice cream with the past completely different ice cream products, causing great interest. Haagen-Dazs print ads just fit the brand in the hearts of young people is a symbol of romance and natural, noble, refined quality of this psychological. Love in the young people are eager to a romantic experience, and for the young white - collar family, are in the pursuit of quality of life of natural, outstanding. Inspired by the brand, the narcissistic men and women petty bourgeoisie, the first love of the boys and girls, or love of men and women, are invariably to Haagen Dazs. Ice cream contains the meaning of emotion, surrounded by the feeling of being loved, just as in the clouds that sweet, dreamy, quiet enjoyment.
Haagen-Dazs ads in addition to emphasizing their emotional appeal, there are special highlight it exquisite quality of the ad. This series of ads, the different flavors of ice cream ball and its corresponding raw materials in a print ad show, fine picture directly shows that each of its raw materials are carefully selected. Advertising creative point is: each Haagen-Dazs are the best quality, each product has a story behind. Consumers not only taste of ice cream, as well as Haagen-Dazs exquisite culture.
Third, unreasonable ingredients
Haagen-Dazs ads are mainly print ads, the reason is mainly to be more targeted. But now with the development of the Internet age, the power of the network can not be ignored. When searching for Haagen-Dazs ads online, only a small amount of print ads and one or two video ads can be found. Although Haagen-Dazs ads are exquisite, but the number is very small. And most of its advertising products appear in the image of Hagen Dazs iconic ice cream box, there will be no specific image of the ice cream. Although this can enhance the public recognition of the Haagen-Dazs logo, but it is very unique and beautifully produced image of the product has not been reflected, but also a shortcoming.
The latest Hagadas ad, invited from the good voice of China out of the star Jake Jun Yi endorsement, like
To use its chocolate color for Haagen Dazs chocolate flavors of ice cream for the endorsement, but the whole screen color is very bleak, and chocolate color skin, chocolate color clothes, chocolate color sofa, and a chocolate ice cream, the whole to People feel the lack of sense of screen and realism, but not the original Haggadas should be "aristocratic", I think this is the failure of a comparison of advertising.
Advertising theme (slogan) Haagen-Dazs, the witness of love Haagen-Dazs, accompanied by a lifetime of television advertising ----
Scenario One Christmas night, the streets crowded, Santa Claus is busy distributing gifts, a pair of couples walking hand in hand, the children play around to catch up, a pair of white-haired old couple, mutual arm on the road. (Music Ten Ringo Bells Ringtone)
Scenario II.
Handsome boy kneeling on one knee, holding a bunch of Haagen Dazs made of roses, bouquets in the center of a ring, the girls surprised, moved to look at him. Boy: Honey, marry me!
Girl (moving): I am willing. Boys to girls with a ring, and then the two hugged affectionately. Around the outbreak of warm applause, that the old couple also laugh. Scenario two time back to the 70's in the United States, in Haagen-Dazs retail store door. "Hello, give me an ice cream" male and female uttered, they look at each other at the same time. Boys wearing a dark coat, girls wearing a pair of twisted braids.
Waiter (slightly apologetic, smiling) said: I am sorry, ice cream only one, you can choose other flavors. Boys and girls said: This to you.
Girl (shy to say):
Thank you! The boys selected another variety of ice cream, the two go back together.
Scenes three. Christmas night (music ringing bells) boys kneel in front of girls, hands holding ice cream (shy): Xiaoyun, marry me!
Girls (shy, cheeks flush): I am willing! Boys hold up the hands of girls, for her to wear rings. Scenario four grandfather pretend very casual to the grandmother's hand stuffed a box of Haagen-Dazs, grandmother looked up at him. Grandfather (looked up elsewhere): buy grandchildren to grandson to eat (with a smile): I know. Grandmother, grandfather mutual arm to leave.
The banner appears:
Haagen-Dazs, the witness of love
Haagen-Dazs, the witness of love
Print ads: Haagen Dazs, accompanied by a lifetime of thanks to watch!Haagen Dazs love witness * Nestle: Advantages: and road snow more similar to invest heavily in the construction of modern ice cream production line, the brand design and light blue road and snow distinction between the product packaging design and road snow more beautiful. Disadvantages: As a foreign brand-name products, and Nestle and snow, as the direct face of zero-batch, and even retailers marketing ideas, so that these foreign brand-name ice cream company's business is like a store.
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