从百事可乐电视广告谈音乐营销

Talk about Music Marketing from the Pepsi TV AD

音乐营销,即以音乐为手段的营销方式。音乐广告不仅能够第一时间吸引受众的注意,引发受众的情感共鸣,而且从长远看还能强化品牌个性,延伸品牌内涵,深化品牌价值。百事可乐的音乐营销具有典型性,本研究以此为研究对象,探讨音乐营销对品牌传播的影响,并思考音乐营销与品牌结合的有效策略。

Music marketing, that is, the marketing method of music. The music marketing has become more and more obvious in today＇s video advertising. The music advertisement will not only attract the attention of the audience for the first time, but also, in the long term, it can strengthen brand personality, extend brand connotation and deepen brand value. Pepsi＇s music marketing is typical. This research focuses on Pepsi as the research object, discusses the influence of music marketing on brand communication, and considers the effective strategy of music marketing and brand combination.