Assessment of nostalgic promotion

This paper discusses the nostalgia in promotion. Nostalgia as a means to communicate with con-sumers has already been more and more favorable in the promotion field. Previous studies have shown that nostalgia has achieved good results in the field of promotion. This paper will present the concepts and mechanism of nostalgic promotion, the target group and strategies of nostalgic promotion. Finally we summarized the myth in nostalgic promotion practice, so as to provide feasible suggestions for the successful implementation of nostalgia promotion in the future.