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3FOCUSFLUCTUATIONOFCHINESEADVERTISEME