广告策略与广告协会

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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设想。 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老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 respond

4、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，你绝对需要购置的产品？ You may be starting to get a sense of how difficult it is to pe

5、rsuade 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 somehow

6、 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效劳，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 magazi

7、nes, 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 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 electro

8、nic 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 properly f

9、ocused 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开展这一战略。 ADVERTISING STRATEGY 广告策略 An advertising strategy identifies wh

10、o 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 for

11、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 Target A

12、udience: 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 beyond Cle

13、ans 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/，相信消费者的生命，品牌的感觉，假

14、设类的希望，梦想，期望，担忧，文化信仰等，会造成强烈的反响，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, direction, sentime

15、nt 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 the target

16、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.一旦商定的策略是，广告开展的开

17、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，等，现场为每个。 Wh

18、en 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 the problem is a

19、nd, 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 research that re

20、sulted 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 (P&G) made th

21、e 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. Research results,

22、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根底上提供效劳的一个新的，全球的头发。 Why?为什么？ The research indicated that:

23、研究说明： 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 developed around

24、 the health positioning and was launched globally.广告是围绕健康开展的定位，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，“头发这么健康的光辉。 The challenges to advertise Pantene in local markets (country to country) were numerous.对挑战国家潘婷广告在当地市场国家的很

25、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“头发这么健康的光辉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最好地表达了这个市场的好处在当地。 Nex

26、t, 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，为什么购置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 elements, as follows:每

27、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 of the world);台湾：戏剧化的最终

28、结果- -的光辉1世界的一局部非常强大为此受益; 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：展示示范产品成效根通过头发。 While local differences were necessary (talent, ethnic standards of beauty, hair type, legal claims)

29、, 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 following its launch in 55 countr

30、ies, 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 researched creative strateg

31、y 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，潘婷需要注入新的活力，保持其世界领先的竞争环境中日益在商店附近。

32、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-benefit product line-up touting

33、: 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：“您要实现的外观与新的自定义集合光滑，体积，卷曲，颜

34、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 and Natural brand.虽然经历了持续的成功潘婷

35、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 African American owned companies

36、 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置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 Pantene is sold.他们普遍不信任一般市场产品和

37、倾向于购置出售美容护发产品在供给商店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 media (20%).广告活动的和自然的高度针对性和松弛跑在有线电

38、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，第一次审判数量增长了5倍，重复购置次数增加了320。 Revenue from sa

39、les 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 efforts of P&G proved to be a highly

40、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 and the third most profitable brand

41、 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，有两种方法来说服广告：感性与理性。 Rational persuasion taps into consumers thinking side.思维的理性说服方得悉消费者。 It tells them about the benefits of the product and why th

42、ey should buy it.它讲述了他们对产品的好处，他们为什么要购置它。 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 it will hit an emotional chord.这说明他

43、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 emotions - - Hallmark Cards.一个用户的情感和戏剧较普遍的

44、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 role that Hallmark greeting cards play

45、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

46、 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 all of these commercials, the produ

47、ct - - 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 has helped Hallmark Cards maintain its

48、 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的世界品牌英寸 Hallmark ranks among the top

49、 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，如效劳意识和责任感。 THE ADVERTISING C

50、OUNCIL - DRUNK DRIVING PREVENTION 广告协会-预防酒后驾车 Emotional and hard-hitting are good descriptors for this next advertising campaign.情绪和强硬的广告好描述这个未来。 Since 1942, the Ad Council has created timely and compelling public service messages Americans need to hear. 1942年以来，广告会及时，创造了令人信服的公共效劳信息美国人需要听到的。 The Ad

51、Council uses the power of advertising to stimulate action against the problems confronting Americans today.该广告使用了广告的力量会刺激今天的行动对付美国人所面临的问题。 The Ad Council is joined in this mission by the media, the advertising industry, the business world and the non-profit community. The National Highway Traffic Sa

52、fety Administration (NHTSA) has sponsored the Ad Councils Drunk Driving Prevention campaign since 1983.广告会是媒体参加了这次使命，广告业，企业界和非营利性的社会。美国国家公路交通平安管理局NHTSA的赞助会防止酒后驾车运动自1983年以来的广告。 Impaired and drunk driving is one of the most frequently committed violent crimes in the United States, killing more than 17

53、,000 people last year and affecting one in three Americans.障和酒后驾驶是国家一类暴力犯罪在美国是最经常犯，造成超过17,000人，影响了去年三分之一的美国人。 Since launching the Friends Dont Let Friends Drive Drunk campaign, alcohol-related deaths declined steadily and reached a record low in the late 1990s.自开展“朋友们也不让朋友酒后驾车运动，酒精有关的死亡人数持续下降，到达90年代

54、末的历史新低研究。 Unlike other violent crimes, this one is 100 percent preventable.不同于其他暴力犯罪，这个人是百分之百可以预防的。 Intervention is an important key to preventing drunk driving.干预是一个重要的关键，以防止酒后驾车。 Research indicates that one of the most effective deterrents to drinking and driving is convincing people to take it up

55、on themselves to stop an alcohol-impaired friend, relative, or anyone from getting behind the wheel.研究说明，威慑的一个最有效的酒后驾驶是说服人们接受自己它呼吁停止，亲戚，或让任何人从后面的车轮一朋友酒精损害。 Results 结果 When the Ad Council began its campaign against drunk driving in the early 1980s, 60 percent of all automotive accidents were the resu

56、lt of drunk driving.当广告会开始的80年代初其运动反对酒后驾驶，汽车事故的百分之60都是醉酒驾驶结果。 By 1999, this figure had dropped dramatically to 40 percent.到1999年，这一数字已急剧下降至百分之四十。 Additionally, in a recent poll, 68 percent of people have tried to stop someone from drinking and driving.此外，在最近的民意调查，有百分之68的人企图阻止驾驶人饮用水和。 The Drunk Drivi

57、ng Prevention campaign is designed to remind Americans that Friends Dont Let Friends Drive Drunk.防止酒后驾车运动的目的是提醒美国人说：“朋友们也不让朋友酒后驾车。 In a 2002 study, conducted by the Ad Council, results indicated that 90 percent of American adults were aware of this tagline.在2002年的研究，结果进行的广告会时指出，百分之90的美国成年人都知道这个标语。 T

58、he 2004 campaign once again featured the award winning Innocent Victims public service announcements (PSAs). 2004年再次竞选精选获奖的“无辜受害者公共效劳广告公益广告。 These PSAs remind everyone to do whatever it takes to prevent someone from drinking and driving.这些公益广告提醒大家要尽一切力量，以防止有人从饮酒驾驶。 They also help to demonstrate the

59、senseless loss of life that can be prevented as demonstrated by the following commercials.他们还帮助下面的广告展示无谓的生命损失，可以作为证明的预防。 AXE 斧头 Background 背景 Unilever was faced with a huge marketing and advertising challenge when the company decided to introduce their deodorant bodyspray, AXE, into the US market in

60、 August 2002.联合利华面临着一个巨大的营销和广告的挑战时，公司决定引入美国市场2002年8月其除臭bodyspray，斧子，进入。 AXE had held the coveted position of #1 grooming brand overseas.斧子已举行了1号位置觊觎海外品牌的培养。 A mens deodorant bodyspray, AXE was different in form/application and use from US mens deodorants.一个男人的除臭剂bodyspray，斧头牌形式不同的是在/应用和除臭剂使用美国男子。 Th

61、e Antiperspirant/Deodorant market in the United States is stick-based, whereas antiperspirant/deodorants sold overseas are generally aerosol. In addition, US consumers are not emotionally involved with their antiperspirant/deodorants.该止汗/除臭剂市场国家在美国的坚持为根底的，而止汗剂/除臭剂，气雾剂，一般销往海外。此外，美国消费者的情绪并没有参与他们的止汗除臭剂

62、/。 Overseas, AXE emphasizes humor and the emotional and social benefits of smelling good that allow the brands advertising to be among the most admired.在国外，斧头强调幽默，是其中最钦佩的感情和社会效益良好的嗅觉，使该品牌的广告。 To introduce AXE to American men, Unilever had three major challenges to overcome: 1) convince American men

63、to try AXE; 2) educate American consumers about how to use it; and 3) create an effective way to introduce the product and break through the clutter.介绍斧子美国男子，联合利华有三大挑战需要克服：1试图说服美国男子斧头，2教育的美国消费者使用它如何，以及3建立有效的方式，介绍产品和突破混乱的现象。 Plan to overcome challenges about product use among US males:有关产品的方案，以克服在美国男

64、性使用的挑战： o Communicate the social and emotional benefits of using a fragrance:沟通了使用香水的社会和情感的好处： - Smell good and get the girl! - 气味很好，女孩打来的！ o Excite consumers about an historically unexciting antiperspirant/deodorant category.除臭类激发消费者对一个历史上令人兴奋止汗剂/。 o Adapt consumer behavior to deodorant bodysprays

65、(aerosol product).适应消费者的行为，以除臭bodysprays气雾剂产品。 o Educate new consumer usage of bodysprays - - all over the body.教育的bodysprays新的消费者使用 - - 全身。 In-depth, pre-launch research in the US among the target (men 一八-24) showed that product education was key to increasing purchase motivation. The strategy was excite and educate!在深入，发射前美国研究的目标之一男子一八-24岁说明，教育是关键，产品增加购置动机。这项战略是激发和培养！ Unilevers AXE marketing team wanted consumers to be excited about something new; to see, hear, and interact with AXE everywhere.联合利华的斧子营销团队希望消费者能有新的东西感到兴奋，看到，听到和斧子互动无处不在