沪江

经济危机形式严峻 商家目标锁定孩子

2009-03-18 17:22
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华特迪士尼公司NYSE: DIS(英语:The Walt Disney Company,TWDC,在1995年之前,中国大陆曾译作沃尔特迪斯尼、台湾曾译作华特狄斯奈、华德狄斯奈或华德迪斯奈,香港曾译作和路迪士尼),简称迪士尼,是世界上第二大传媒娱乐企业,1923年由华特·迪士尼与兄长洛伊·迪士尼创立。
华特迪士尼公司旗下的电影发行品牌有:华特迪士尼影片(Walt Disney Pictures),试金石影片(台:正金石,Touchstone Pictures),好莱坞影片(Hollywood Pictures),米拉麦克斯影片(Miramax Films),和帝门影片。华特迪士尼、试金石、好莱坞三个品牌与金牌电影制作人杰瑞·布洛克海默有过十余次合作。迪士尼与皮克斯、吉卜力有发行方面的合作。
华特迪士尼公司拥有迪士尼乐园度假区、华特迪士尼世界,授权经营巴黎迪士尼度假区、东京迪士尼度假区和香港迪士尼度假区。


There is a saying among marketers that in tough times, whatever merchandise consumers are still buying is purchased in this order: first, for the children; then for mom; next, for the pets; and finally, for dad.

That may be why advertisers selling products aimed at children and mothers seem to be staying the course or, in some instances, expanding efforts meant to maintain or increase market share. For example, Pepperidge Farm Goldfish, sold by the Campbell Soup Company, recently teamed up with the Cartoon Network cable channel, part of Time Warner, for a "National Recess Week" promotion, centered on encouraging school-age children to be more active.

And Mott's apple juice and apple sauce, sold by the Dr Pepper Snapple Group, are returning to television advertising after a 10-year absence in a campaign intended to convince mothers that those products are a good source of the fruit their children ought to eat daily. The campaign, by Laird Partners in New York, features the actress Marcia Cross, a mother in real life who is also among the mothers of Wisteria Lane on the ABC series "Desperate Housewives."

Also indicative of the trend are a couple of agreements, to be announced on Tuesday, between the Walt Disney Company and two major marketers, the J. C. Penney Company and State Farm Mutual Automobile Insurance.

The Penney deal covers a variety of media outlets, in what is known as a cross-platform advertising sales package. The agreement, centered on the popular "Hannah Montana" series on the Disney Channel, also includes Disney Online, Radio Disney and FamilyFun magazine.

A campaign also involves Disney units like the consumer products division; the Walt Disney Studios unit, for "Hannah Montana the Movie," scheduled to be released on April 10; and Walt Disney Records.

The State Farm deal is focused on the Disney Channel and one of its stars, Selena Gomez, from the series "Wizards of Waverly Place." The agreement, intended to help encourage safe driving among teenagers, also includes a section of the State Farm Web site () and the Disney Channel Web site ().

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