University of Nottingham Ningbo China
Business School

Academic Year 2012/13 Autumn Semester

Advertising, the Media and marketing communication
Lars Bergkvist

Li Jie
Student ID: 6505376

Word Count: 2922

1. Introduction
In May 29th, 2012, faced with the lost trademark of Wang Laoji, the JDB Group launched its new brand called Jia Duobao. In 1995 the JDB Group gained the right to use the trademark of Wang Laoji, the Chinese Herbal Tea registered by Guangzhou Wang Laoji Pharmaceutical Company Limited. However after seventeen years the two companies fight over the trademark and JDB Group failed in the case. Thus, JDB Group decided to launch a new brand called Jia Duobao, which use the same formula as Wang Laoji (Net Ease 2012). Developing advertising campaigns that are responsive to the changes of new brand is crucial to JDB Group. Consequently, the firm quickly initiated an integrated marketing communication program by choosing a range of communication tools.

2. Overview of the campaign

Jia Duobao Advertising Campaign | Advertising | Television, Newspaper and Outdoor Ads | Sales Promotion | Premium, Contests and Mid-autumn Festival Lucky Draw | Events and Sponsorship | London Olympic Event and Sponsorship of the Voice of China | Public Relation | Student Aid and Case Press Release | Internet and Interactive Media | Website, Social media and Online advertising |

In order to take advantage of synergy among communication functions, JDB Group integrated various communication tools (Belch and Belch 2012). Table 1 presents a brief summary of those tools. Firstly, several ad campaigns were run to promote the new brand by television, newspaper and outdoor executions. Besides, to quickly occupy market share, JDB Group initiated extensive sale promotion, such as Mid-autumn Festival lucky draw and contests, in many cities of China. In