广告策略与广告协会.docx

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1、劝说 Advertising is about selling.广告是卖。 By nature, advertising is neither neutral nor objective.从本质上看，广告是不够中立客观的。 Pleading its case through the strongest, most persuasive means, advertising informs, entertains and sells.起诉和销售的情况下通过最强大，最有说服力的手段，广告通知，招待。 Occasionally, it even inspires.有时，它甚至启发。 If adver

2、tising is about selling, then persuasion is how we get there.如果是卖广告，然后是如何说服我们到达那里。 BACKGROUND背景 Consumers are not persuaded by illogical or irrational promises and can see through ill-conceived ideas.消费者没有说服不合逻辑或不合理的承诺，可以看到通过患病的构想。 You might be surprised to learn that 80 to 90 percent of new product

3、s launched FAIL.你可能会惊讶地得知，80至90百分之新产品推出失败。 Smart marketers hold the utmost respect for their consumers in two ways: 1) delivering product quality and 2) using honest advertising.聪明的商家认为使用最诚实的广告尊重他们的消费者在二）方式：1）提供的产品质量和2。 Think about yourself as a consumer for a moment.现在想想自己作为一个消费者。 How do you respon

4、d to the advertising you are exposed to each day?您如何回应，有一天你的广告接触到每一个？ Do you run out and buy everything you see and hear advertised?你用完了，买你看到的一切和听到做广告吗？ Are you easily convinced that you absolutely need to buy a product?你很容易相信，你绝对需要购买的产品？ You may be starting to get a sense of how difficult it is to

5、persuade someone.你可能会开始得到别人的感觉是多么困难的说服。 Before looking at some of advertisings greatest attempts, lets try to understand just what an advertisers challenge is.之前最大的努力寻找一些广告的，让我们试着去了解正是广告客户面临的挑战是。 Although our society is fortunate to have a proliferation of products and services, consumers must someh

6、ow wade through millions of products crammed on retail shelves and sort through thousands of marketing messages that fight for their attention every day.虽然我们的社会是幸运，有一个扩散的产品和服务，消费者必须通过某种方式涉水产品以百万计的零售货架上塞满和排序，通过每天数以千计的营销信息每一个争取他们的注意力。 Commercial messages appear just about everywhere - - on TV, in maga

7、zines, newspapers, billboards, on the radio, on buses, in phone booths, sports arenas, on the Internet, even in public toilets.商业信息显示只是到处- -电视杂志，报纸，广告牌，电台，巴士，在电话亭，体育场馆，在互联网上，甚至在公共厕所。 The average American is exposed to over 3,000 ads a day.美国人平均暴露在每天3000多个广告。 Considering this, and todays hi-tech elec

8、tronic environment, advertisers are challenged as never before to get their message to consumers.考虑到这一点，今天的高科技电子环境下，广告商面临前所未有的挑战，以获得他们的信息给消费者。 As a result, advertisings job is extremely difficult.因此，广告的工作是非常困难的。 The key to creating advertising that engenders persuasion is to have a sound and properl

9、y focused advertising strategy.该战略的关键，以建立广告说服滋生是有一个健全的和适当集中的广告。 It is necessary to understand who the consumer is and what his/her attitudes and product usage habits are in order to develop this strategy.要了解消费者是谁，以及他/她的态度和使用习惯的产品是为了发展这一战略。 ADVERTISING STRATEGY 广告策略 An advertising strategy identifies

10、 who the prospective target is and defines his/her needs, wants and desires.广告战略确定谁是未来的目标是定义和他/她的需要，希望和愿望。 This meaningful information, when clearly and creatively executed, should translate to a call to action: Im going to buy this product.这项有意义的信息，清楚地和创造性地执行时，应转化为行动的呼吁：“我打算买这个产品。” The common form

11、for a written strategy is:书面形式的共同战略是： o Objective: States what you would like to convince consumers to feel or do as a result of the advertising execution. 目标：各国你想说服消费者觉得还是作为一个执行结果的广告。 This statement should be the central, singular marketplace problem facing the brand.这份声明应该是中央，奇异的市场问题所面临的品牌。 o Targ

12、et Audience: Who is your prime prospect/customer? 目标受众：谁是你首要的前景/客户？ (Include age, gender and any other pertinent demographic/psycho-graphic information and/or lifestyle explanation of who your target customers are.) （包括年龄，性别和任何其他有关人口统计/心理和图形信息和/或生活方式的解释谁是你的目标客户。） o Key Consumer Benefit: Must go beyo

13、nd Cleans your windows or Tastes great. 消费者利益的关键：必须超越“清理您的窗口”或“味道好极了。” What (singular) thought/belief about consumers lives, brand feelings, category assumptions, hopes, dreams, expectations, worries, cultural beliefs, etc., will cause a strong reaction and get the targets attention?什么（单数）认为/，相信消费者的

14、生命，品牌的感觉，假设类的希望，梦想，期望，担忧，文化信仰等，会造成强烈的反应，得到目标的目光？ o Reason to Believe: Which one or two product attributes will persuade the consumer to believe the product will deliver the promised benefits? 有理由相信：哪一个或两个产品属性将说服消费者相信该产品将实现保证的利益？ In other words, what is the single most important fact, angle, directio

15、n, sentiment or emotion that can be communicated in order to meet business objectives/solve the problem?换句话说，什么是最重要的事实，角度，方向，情绪或情感的沟通，可以以满足业务目标/解决问题呢？ o Proof: Provide support. 证明：提供支持。 o Tone and Manner: Affects the setting, look and feel of the execution. 语气和方式：影响设置，外观和感觉的执行。 Must be relevant to t

16、he target audience to drive the message.必须是相关的目标受众驱动器的信息。 Once the strategy is agreed upon, development of the advertising begins. On-going research is conducted among targeted consumers to evaluate and check whether the ad is communicating the strategy and whether it evokes the desired action.一旦商定的

17、策略是，广告发展的开始。持续不断的研究对象是消费者之间进行评估和检查广告是否是沟通的策略，以及是否唤起所需的动作。 Choose one or two commercials (either from your own reel or those that follow) and have students participate by trying to figure out what the objective, reason to believe, etc., is for each spot.选择一个或两个广告（无论是从自己的卷筒或那些跟随），并有学生参与，试图找出什么目标，有理由相信

18、，等，现场为每个。 When product sales decline, one of two factors is usually to blame: 1) consumer dissatisfaction with the product or 2) the advertising has gotten stale.当产品销售下降的因素之一，通常是责备两个：1）消费者不满的广告与产品或2）已变得陈旧。 Through research among the target consumer group, advertisers and their agencies learn what th

19、e problem is and, by talking with the consumers who use it, determine how they will solve it.通过集体研究对象之间的消费者，广告商及其代理机构了解问题是什么，它，它通过与消费者交谈谁使用，确定它们将如何解决。 CASE STUDIES案例研究 The following actual case studies demonstrate four advertising success stories.下面的实际案例研究演示了4种广告的成功故事。 Almost all involve consumer re

20、search that resulted in a revised creative strategy and new advertising that was created to increase consumer awareness to give the brand a stronger image.几乎所有涉及消费者研究的形象造成了新修订的创新战略和广告的设立是为了提高消费者意识，使品牌的强大。 PANTENE - The Evolving Approach to a Global Brand潘婷 - 不断进化的途径，以一个全球品牌 In 1990, Procter & Gamble

21、 (P&G) made the decision to launch their small premium Pantene Shampoo brand around the world. 1990年，宝洁公司宝洁（PG公司）作出决定发起潘婷洗发水品牌在世界各地的小溢价。 P&Gs decision was not based on pure whimsy; it was based on strategic market research conducted globally for this premium-priced two-in-one shampoo/conditioner. Re

22、search results, compiled from markets around the world, led P&G to hypothesize that health positioning might provide the basis for a new worldwide hair care franchise.宝洁公司的决定是不是基于纯粹的奇思妙想，它是空调器基于战略/市场洗发水进行的研究，在世界这个保费价格两个功能于一身。研究结果，世界上编制了从市场上的领导宝洁假设，健康的定位可能专营权的基础上提供服务的一个新的，全球的头发。 Why?为什么？ The research

23、 indicated that:研究表明： o Women believed the ideal standard for hair is healthy.妇女认为，头发理想的标准是“健康”。 o Women considered their own hair damaged.女性认为自己头发受损。 o Women believed that shine signaled health.妇女认为，光泽标志着健康。 o Pro-vitamin formulation provided real support for claims.亲维生素制定提供真正的支持索赔。 Advertising was

24、 developed around the health positioning and was launched globally.广告是围绕健康发展的定位，并在全球发布。 The advertising was customized at the local level with the tag line, Hair So Healthy It Shines.该广告是在线定制标记在地方一级，“头发这么健康的光芒。” The challenges to advertise Pantene in local markets (country to country) were numerous.

25、对挑战国家潘婷广告在当地市场（国家）的很多。 First of all, after identifying that Hair So Healthy It Shines would be the central strategic product benefit that would be meaningful around the world, P&G had to determine how best to express this benefit in local markets.首先，在确定的“头发这么健康的光芒”将是中央的战略产品好处就是将世界各地的有意义的，宝洁公司不得不决定如何

26、最好地表达了这个市场的好处在当地。 Next, the products benefit and reason-why (to purchase) had to be communicated and visualized in arresting ways.下一步，该产品的好处及原因，为什么（购买）必须在可视化的方式传达和逮捕。 There were four lead countries in the 1990 launch.有4个在1990年推出领先的国家。 Each communicated a different piece of the strategy and execution

27、 elements, as follows:每一个执行的内容传达一块不同的战略，如下： o United States: a TV campaign was developed using an authoritative spokeswoman and showing the transformation of the models hair;美国：一个电视广告系列的开发和使用的权威发言人显示头发转化模型的; o Taiwan: dramatized the end-result - - the shine (a very powerful end benefit in this part

28、of the world);台湾：戏剧化的最终结果- -的光芒（1世界的一部分非常强大为此受益）; o France: dramatized the vitamin capsule ingredient story;法国：戏剧化的维生素胶囊成分的故事; o United Kingdom: demonstrated product efficacy via the hair root demonstration.英国：展示示范产品功效根通过头发。 While local differences were necessary (talent, ethnic standards of beauty,

29、 hair type, legal claims), the global format held true virtually everywhere.虽然当地的差异是必要的（人才，民族标准的美，毛类，法律索赔），全球形式举行真正的几乎无处不在。 The second commercial is a montage with quick-cuts of executions from European and Asian countries.第二个商业化是一个国家的蒙太奇快速捷径处决来自欧洲和亚洲。 Results 结果 By 1994, less than four years follow

30、ing its launch in 55 countries, Pantene was the #1 hair care brand around the world.到1994年，不到4年以下的55个国家推出，潘婷是1头发护理品牌的世界各地。 Two years later it was still leading in 78 countries and by 1998, it was the leading shampoo in 90 countries with worldwide sales of well over $1 billion, thanks to a carefully

31、researched creative strategy and the persuasive power of advertising.两年后，它仍领先于78个国家，到1998年，它是领先的洗发水10亿美元以及与世界各地90多个国家销售，由于精心研究的创新战略和广告的说服力。 By the end of the 90s, Pantene needed to be reinvigorated to keep its lead in an increasingly competitive environment in stores around the world.到了九十年代末的，潘婷需要注入

32、新的活力，保持其世界领先的竞争环境中日益在商店附近。 As a result, P&G re-launched the Pantene brand around the world, focusing on a global strategy, with local executions due to marketplace conditions and competitive activity from country to country. Pantene experienced nearly 10% growth globally that year via a new end-bene

33、fit product line-up touting: Achieve the look you want with new customized collections (Smooth, Volume, Curls, Color), with local advertising executions meeting local needs depending on the country.因此，宝洁重新推出世界各地的潘婷品牌，战略重点在一个全球性的，。潘婷local处决due以市场competitive activity条件与各国经历了近10增长，当年全世界通过一个新的最终受惠产品阵容招徕

34、：“您要实现的外观与新的自定义集合”（光滑，体积，卷曲，颜色），与当地广告国家处决满足当地需要根据。 In 2003, P&G launched a line of Pantene products designed specifically for African American women. 2003年，宝洁推出了妇女线非裔美国人的潘婷产品专门设计的。 While Pantene had experienced sustained success worldwide, P&G faced many obstacles in introducing its Pantene Relaxed

35、and Natural brand.虽然经历了持续的成功潘婷全球，宝洁面临着许多障碍，自然品牌推出其潘婷和放宽。 Issues of credibility, brand loyalty, and distribution presented serious marketing challenges in reaching the target consumer group.信誉问题的，品牌的忠诚度，并提出了目标消费群分布的严重挑战，在实现销售。 P&G found that African American women preferred to buy products made by Af

36、rican American owned companies and by companies that gave back to the African American community.宝洁发现，非洲裔美国人社区的妇女倾向于购买美国产品由非裔美国人拥有的公司，由公司给予回到非洲。 They generally distrust general market products and tend to purchase haircare products in beauty supply shops (56%) rather than food and drug stores where

37、Pantene is sold.他们普遍不信任一般市场产品和倾向于购买出售美容护发产品在供应商店（56），而不是食品潘婷和药店在哪里。 Additionally, Pantene Relaxed and Natural would not be found in the ethnic haircare aisle.此外，潘婷轻松自然不会出现在民族护发过道。 The ad campaign for Relaxed and Natural was highly targeted and ran on cable and network TV (80%) as well as in print me

38、dia (20%).广告活动的和自然的高度针对性和松弛）跑在有线电视和网络电视（80）以及印刷媒体（20。 Despite the formidable challenges stated above, P&G saw substantial results. After one year on the market, the number of first trials increased five times and the number of repeat purchases increased by 320%.尽管有上述的艰巨挑战，宝洁看到实质性的成果。一年后，一个市场上，第一次审判数

39、量增长了5倍，重复购买次数增加了320。 Revenue from sales was almost double P&Gs initial objectives, and after seven months on the market, Pantenes Relaxed and Natural product became the #1 brand in the African American haircare market.从销售收入几乎翻了一番宝洁公司的初步目标，经过7个月的市场，潘婷的放松和自然产品成为第一品牌在非洲美国护发市场。 The strategic marketing e

40、fforts of P&G proved to be a highly successful and profitable endeavor.宝洁公司的市场营销战略的努力，证明是非常成功和盈利的努力。 The Pantene brand - in total - represents the most successful global launch in beauty care history.该潘婷品牌- -共代表了历史上最成功的美容护理在全球推出。 Today, Pantene remains the number one hair care brand around the world

41、 and the third most profitable brand for P&G.今天，潘婷护理品牌仍然是全世界头号头发，第三个最有利可图的布兰德的P HALLMARK 霍尔马克 Essentially, there are two approaches to persuasion in advertising: emotional and rational.从本质上讲，有两种办法来说服广告：感性与理性。 Rational persuasion taps into consumers thinking side.思维的理性说服方获悉消费者。 It tells them about th

42、e benefits of the product and why they should buy it.它讲述了他们对产品的好处，他们为什么要购买它。 Emotional advertising taps into consumers feeling side.到消费者的感觉方感性广告水龙头。 It shows them the benefits of the product through drama and relies on them being so involved with the characters and finding the story so relevant that

43、 it will hit an emotional chord.这表明他们通过戏剧的产品的好处，他们依靠这么涉及的人物和故事，以便寻找有关它会触及情感的共鸣。 Emotional advertising is much more indirect in its persuasion.情感广告是更间接的说服力。 Background 背景 One of the more prevalent users of drama and emotion in advertising is a company whose very existence is dependent on human emotio

44、ns - - Hallmark Cards.一个用户的情感和戏剧较普遍的是广告公司，其本身的存在是依赖于人的情感- -霍尔马克卡片。 Hallmark takes a product that is inherently emotional and focuses on this benefit in its advertising.霍尔马克需要的产品，内在情感和广告集中于它的这项福利的研究。 This is clear in Hallmarks advertising strategy.这是战略清晰的标志之一的广告。 Its objective is to dramatize the rol

45、e that Hallmark greeting cards play in strengthening relationships.其目的是为了戏剧化的角色，霍尔马克贺卡关系在加强。 Also, by tapping into consumer insights, a relevant bond is made with the viewer.此外，通过债券进军消费者洞察，是由有关的观众。 The format of the three commercials youll see are simple, dramatic stories played out by characters.该广

46、告格式的3你会看到很简单，戏剧性的故事展现出来的字符。 There is no announcer or presenter or other such interruption to the plot.没有播音员或主持人，或其他类似中断的阴谋。 Even the product itself is carefully woven into the story so as not to disrupt.即使产品本身是精心编织成的故事，以免破坏。 This is not to say that the product is incidental.这并不是说该产品是偶然的。 In fact, in

47、 all of these commercials, the product - - a greeting card - - acts as the pivotal point in the story and is used to resolve the dramatic tension.事实上，在所有这些广告，产品- -贺卡- -故事中扮演的关键点，用于解决戏剧张力。 Results 结果 While the emotional approach to persuasion is certainly the less direct, hard-hitting approach, it ha

48、s helped Hallmark Cards maintain its spot as the premiere greeting card company in the world for over 85 years. In fact, the advertising has also helped create one of the most recognized and admired brand names in the world.虽然情绪的方法，以说服当然是不那么直接和严厉的态度，它帮助霍尔马克卡片保持其作为85年现场超过首演贺卡公司在世界上。事实上，广告也有助于创造一个最受尊敬

49、的世界品牌英寸 Hallmark ranks among the top 10 on EquiTrends list of top 100 brands for the entire US EquiTrend tracks perception of brand quality among consumers using factors such as dominance, function, value, service and responsibility.霍尔马克价值跻身功能，前10名，在EquiTrend的优势列出排名前100位的品牌为消费者使用品牌的质量因素之间的整个美国EquiTrend曲目感知，如服务意识和责任感。 THE ADVERTISING COUNCIL - DRUNK DRIVING PREVENTION 广告协会-预防酒后驾车 Emotional and hard-hitting are good descriptors for this next