The earliest to Procter & Gamble, Unilever, L'Oreal company positioned as the most important customers, more than a dozen more than billion customers, but many do not want to do " mistress " and " mistress ", they are no longer the most important customers. On 2003, cent is numerous in advertisement advocate there is a " mistress " - necessary complement. Struggle five years later listed, 2010, focus has become a " mistress " important combination. Why not do " real "? P & G has a year 3000000000 Yuan of advertising, to the close to 200000000 yuan, occupy only 6%. If the focus is their principal rooms, no one would believe that P & G; the focus is to do, nobody will believe.
Instead, as positioned in advertising for the 30000000 yuan to 80000000 yuan for the growth of customers.
For example, China car. In 2010 September, Lu Zhengyao gave the south a advertising budget, look foolish eye, four months ad, the cost of 80000000 yuan, but only 10000000 yuan to focus, 10000000 yuan to the subway, the remaining 60000000 yuan to the tv. Changjiang Delta spring say vote will surely die, 60000000 yuan to CCTV, could not play a brand new. Niu Gensheng had such a hit, but it was many years ago now, no two hundred million or three hundred million no matter. CCTV 's success lies in can cover before the 100 main city, but the car rental business mainly in the first 30 city, so some money is wasted. Analysis of the characteristics of people, finally let Lu Zhengyao 30000000 yuan investment, 30000000 yuan investment in building frame, 10000000 yuan for the airport, 10000000 yuan investment and other.
China car in the newspaper, Internet advertising is not.