两三年前,有多少人熟悉利郎服饰、王老吉凉茶呢?而今天,这些区域品牌已经依靠中央电视台(简称央视)广覆盖面、高收视率的优势蝶变为全国品牌。准确的传播和定位以及独特的产品诉求,都是这些区域品牌大获成功的主要原因,而利用央视广告作为抢占消费者心智资源、强力打开全国市场的传播策略,则是重要利器。 Two or three years ago, how many people are familiar with LLL clothing and Wong Lo Kat herbal tea? Today, these regional brands have relied on the broad coverage of China Central Television (CCTV) and the advantages of high-ratings as a national brand. Accurate dissemination and positioning as well as unique product appeal are the main reasons for the success of these regional brands, and the use of CCTV advertising as a preempted consumer mental resources, a strong force to open the national market communication strategy is an important weapon.