第10章 广告重心转移.pdf

1LECTURE10SHIFTINGOFADVERTISEMENTFOCUS第10章广告重心转移MOVEMENTOFCHINESEADVERTISEMENTFOCUS中国广告重心波动1SHIFTFROMNOADVERTISEMENTNOTALLOWEDTOABOURGEONINGADVERTISINGINDUSTRYWITHHEAVYADSPENDINGS2FROMSTATECONTROLLEDMEDIATOAVARIETYOFMEDIAOUTLETS3ADVERTISINGAPPEALSINCREASINGLYCREATIVEANDOPEN4STILLVERYMUCHUNDERGOVERNMENTREGULATION2LIPSERVICEMCDONALDHASROLLEDOUTEDGYADSFORTHEQUARTERPOUNDERINCHINA,INCLUDINGHANGINGPANELSFORTHEFRONTWINDOWSOFRESTAURANTSLEFTANDOUTDOORSPOTSRIGHT,ANDSOMERACYTVADSEX,SKIN,FIREWORKS,LICKEDFINGERSITSAQUARTERPOUNDERADINCHINABYGORDONFAIRCLOUGHANDJANETADAMYFIVEFEATURESOFTHEFLUCTUATION重心波动的五大特征FOCUSFLUCTUATIONOFTHEGROWTHCYCLESOFTHE“BIGFOUR”INDUSTRIESDRUG,HOMEAPPLIANCE,FOODANDCOSMETIC四大行业（药品，家用电器，食品，化妆品）形成长周期重心波动SHORTCYCLEFLUCTUATIONOFCOMPETITIVEPRODUCTCATEGORIES竞争度产品类别形成短周期重心波动THREEINDUSTRIESLEADADSPENDINGINTHENEWCENTURYREALESTATE,AUTOMOBILE,ANDTELECOMMUNICATION新世纪广告的三大重心转移FOCUSONSERVICEADVERTISEMENT服务业广告重心转移FOCUSONCHINESESPECIFICFEATURES中国特色类别引发的重心波动3FOCUSFLUCTUATIONOFCHINESEADVERTISEMENTINDUSTRYFROM1983TO20031983～2003年中国广告行业重心波动1984TO1989,ADVERTISEMENTOFFOODINDUSTRYHADASIGNIFICANTFLUCTUATIONFROM1995TO2003,DRUG,FOOD,COSMETIC,MEDICALEQUIPMENT,MEDICALSERVICE,ANDHOMEAPPLIANCEINDUSTRIESHADAMORPHOLOGICALFLUCTUATION1984至1989年间，食品行业广告出现较大的波动FROM1995至2003年间，药品，食品，化妆品，医疗器械，医疗服务和家用电器等行业均呈波动形态演进FROM2000TO2003,THEFLUCTUATIONSOFLIQUORANDAUTOMOBILEMANUFACTURINGINDUSTRIESWEREVERYSIGNIFICANT2000至2003年间，酒类和汽车制造业波动非常大MOBILEPHONES,REALESTATEAREIMPORTANTFORADVERTISEMENTINPUT,BUTTHEINCREASEOFINPUTKEEPSSTABLEFORTHEINFLUENCEOFREGIONALANDMEDIAFACTORSIMPLICATIONSOFCHINA’SADVERTISEMENTFOCUS中国广告重心说明了什么REFLECTIONOFECONOMICSITUATIONANDECONOMICDEVELOPMENT反映经济走势REVEALINGOFMARKETOPPORTUNITIES透显市场机会–CCTV,PROVINCIALTVS,CITYTV,RADIO,–BIAOWANG,标王，HIGHESTBIDDERBECOMENEWENTERPRISESREFLECTIONOFCOMPETITIONDEGREE对应竞争强度INDICATIONOFINDUSTRYGROWTHLEADINGOFCONSUMPTIONTRENDINCHANGINGLIFESTYLES显示行业增长引领消费潮流4TRANSITIONOFADVERTISEMENTSTRATEGIESINCHINESEMARKET中国市场广告策略转变SHIFTINGOFADVERTISEMENTSTRATEGIES广告策略范式转移FOUNDATIONPERIODEARLY1980’STOEARLY1990’STRANSMISSIONANDCULTUREARETHEGUIDINGTHEORY,THEREWASNOWESTERNPROFESSIONALTHEORYINFLUENCE,THELANGUAGEWASDECIDEDBYLOCALCORPORATIONS,ANDFEWPROFESSIONALEDUCATIONPROGRAMSTRANSITIONPERIODMID1990’SCREATIONANDPLANNINGARETHEGUIDINGTHEORY,THEREWASLIMITEDANDLAGWESTERNPROFESSIONALTHEORYINFLUENCE,THELANGUAGEWASDECIDEDBYINTERNATIONALCORPORATIONS,ANDPROFESSIONALEDUCATIONSINCREASEDSIGNIFICANTLYCONVERGENCEPERIODLATE1990’STOTHE21STCENTURYBRANDANDMARKETINGARETHEGUIDINGTHEORY,WESTERNPROFESSIONALTHEORYHADSIGNIFICANTINFLUENCE,THELANGUAGEWASDECIDEDBYINTERNATIONALCORPORATIONSANDSOMEEXCELLENTLOCALCORPORATIONS,ANDPROFESSIONALEDUCATIONSBECAMEPOPULAR5ADVERTISEMENTSTRATEGIESFORLOCALCORPORATIONS本土企业广告策略FROMSIMPLEPOSITIONINGTOPRECISEPOSITIONING从简单定位到精确定位FROMPRODUCTORIENTATIONTOBRANDORIENTATION产品导向到品牌导向RATIONALAPPEALSANDEMOTIONALAPPEALS–BASICINFORMATION,FEATURES,理性诉求和情感诉求BASICCOMMUNICATIONANDINDEPTHCOMMUNICATION浅层沟通到深度沟通SINGLETRANSMISSIONANDINTEGRATEDCOMMUNICATIONTHROUGHDIFFERENTMEDIAANDWITHPROMOTIONALEFFORTS单项传播到整合传播INCREASINGLYSOPHISTICATEDANDMOREFOCUSONLIFESTYLESANDEMOTIONALAPPEALSADVERTISEMENTSTRATEGIESOFINTERNATIONALCORPORATIONS跨国公司广告策略TRANSMISSIONSTRATEGIESDEVELOPEDFROMINTEGRATEDMARKETINGCOMMUNICATIONIMCTOCUSTOMERRELATIONSHIPMANAGEMENTCRM从IMC发展到CRM的传播策略CREATIVEEXECUTIONMETHODS创意的执行方式IMC–AD,PR,EVENTS,CORPORATEIMAGE,ANDPRICING,QUICKSILVERSPONSORBOARDRIDINGEVENTSACROSSTHECOUNTRYONUNIVERSITYCAMPUSES6DIFFERENCEINADVERTISEMENTSTRATEGIESOFINTERNATIONALCORPORATIONSANDLOCALCORPORATIONS跨国公司和中国本土公司的广告策略差别INTERNATIONALCORPORATIONSARECONCERNEDWITHTHELOCALSITUATIONWHENTRANSMITTINGTHEIRSTRATEGIESINCHINA跨国公司在中国市场上的传播策略是“全球兼顾当地”GLOCALIZATIONINTERNATIONALCORPORATIONSUSEEMOTIONALAPPEALSTOBUILDCONSUMERATTACHMENTTOTHEIRBRANDSTHETRANSMISSIONSTRATEGIESOFINTERNATIONALCORPORATIONSSHIFTFROMCREATIVITYINVESTMENTTOTECHNOLOGYINVESTMENTLOCALFIRMSUSEDTOFOCUSMOREONFUNCTIONALUTILITIES,BUTTHEYAREQUICKLYCATCHINGUPWITHNATIONALISMAPPEALS“民族主义”ANDLOCALSTRATEGIES天府可乐–中国人的可乐LOCALAPPEALS–HUMORSAREDIFFICULTTOTRANSLATEMANYFALSEADVERTISING–CONSUMERSARESUSPECTING63中国企业促销方式更替CHANGESOFPROMOTIONMETHODSOFCHINESECORPORATIONS7EXEMPLARMARKETINGACTIVITYOFPG宝洁示范活动营销THEINVESTMENTOFINTERNATIONALCORPORATIONSNOTONLYBROUGHTWITHADVANCEDTECHNOLOGIESANDPRODUCTS,BUTALSOMODERNMARKETINGTHINKINGANDEXPERIENCE,WHICHIMPROVEDTHEDEVELOPMENTOFCHINESEMARKETING,ESPECIALLYPROMOTION跨国公司的投资带来了先进的技术和优质的产品，以及现代的营销理念和管理经验，这在一定程度上加速了中国营销，特别是促销的演进PGACHIEVEDSUCCESSINASHORTPERIODINMANYPRODUCTAREAS,WHICHSHOULDBEATTRIBUTEDITSADVERTISEMENTANDPROMOTIONACTIVITIES宝洁公司在短时期内取得成功，一定程度上取决于其大量的广告和促销活动的开展WALMARTHASALSOBEENAROLEMODELFORLOCALFIRMSSALESWITHSWEEPSTAKES市场躁动促发巨奖销售INTHELATE1980’S,BECAUSEOFSOMEREASONS,PRODUCTSINCHINESEMARKETWEREHARDTOSELL80年代末，由于多种原因，国内市场产品销售困难INORDERTOSOLVETHISPROBLEM,SOMECORPORATIONSADOPTEDTHESTRATEGYOF“SALESWITHREWARDS”ORINCENTIVES–SWEEPSTAKES,CONTESTS,LOTTERIES有奖销售作为促销手段之一而出现以希望解决产品销售问题CARS,TRIPS,ANDHOUSESRECENTREGULATIONSONSWEEPSTAKESVALUEOFPRIZES