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1.Shiftfromnoadvertisementnotallowedtoabourgeoningadvertisingindustrywithheavyadspendings.2.Fromstatecontrolledmediatoavarietyofmediaoutlets.3.Advertisingappealsincreasinglycreativeandopen.4.Stillverymuchundergovernmentregulation.2LipserviceMcDonaldhasrolledoutedgyadsfortheQuarterPounderinChina,includinghangingpanelsforthefrontwindowsofrestaurantsleftandoutdoorspotsright,andsomeracyTVadSex,Skin,Fireworks,LickedFingersItsaQuarterPounderAdinChinaByGORDONFAIRCLOUGHandJANETADAMYFiveFeaturesoftheFluctuation重心波动的五大特征Focusfluctuationofthegrowthcyclesofthebigfourindustriesdrug,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.3FocusFluctuationofChineseAdvertisementIndustryfrom1983to2003.1983～2003年中国广告行业重心波动1984to1989,advertisementoffoodindustryhadasignificantfluctuation.From1995to2003,drug,food,cosmetic,medicalequipment,medicalservice,andhomeapplianceindustrieshadamorphologicalfluctuation.1984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,thefluctuationsofliquorandautomobilemanufacturingindustrieswereverysignificant.2000至2003年间，酒类和汽车制造业波动非常大Mobilephones,realestateareimportantforadvertisementinput,buttheincreaseofinputkeepsstablefortheinfluenceofregionalandmediafactors.ImplicationsofChinasAdvertisementFocus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，highestbidderbecomenewenterprises.Reflectionofcompetitiondegree.对应竞争强度Indicationofindustrygrowth.Leadingofconsumptiontrendinchanginglifestyles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FoundationPeriodearly1980stoearly1990stransmissionandculturearetheguidingtheory,therewasnowesternprofessionaltheoryinfluence,thelanguagewasdecidedbylocalcorporations,andfewprofessionaleducationprograms.TransitionPeriodmid1990screationandplanningaretheguidingtheory,therewaslimitedandlagwesternprofessionaltheoryinfluence,thelanguagewasdecidedbyinternationalcorporations,andprofessionaleducationsincreasedsignificantly.ConvergencePeriodlate1990stothe21stcenturybrandandmarketingaretheguidingtheory,westernprofessionaltheoryhadsignificantinfluence,thelanguagewasdecidedbyinternationalcorporationsandsomeexcellentlocalcorporations,andprofessionaleducationsbecamepopular.5AdvertisementStrategiesforLocalCorporations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Increasinglysophisticatedandmorefocusonlifestylesandemotionalappeals.AdvertisementStrategiesofInternationalCorporations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,Quicksilversponsorboardridingeventsacrossthecountryonuniversitycampuses.6DifferenceinAdvertisementStrategiesofInternationalCorporationsandLocalCorporations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GlocalizationInternationalcorporationsuseemotionalappealstobuildconsumerattachmenttotheirbrands.Thetransmissionstrategiesofinternationalcorporationsshiftfromcreativityinvestmenttotechnologyinvestment.Localfirmsusedtofocusmoreonfunctionalutilities,buttheyarequicklycatchingupwithnationalismappeals民族主义andlocalstrategies天府可乐–中国人的可乐Localappeals–humorsaredifficulttotranslateManyfalseadvertising–consumersaresuspecting6.3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WalMarthasalsobeenarolemodelforlocalfirms.Saleswithsweepstakes市场躁动促发巨奖销售Inthelate1980s,becauseofsomereasons,productsinChinesemarketwerehardtosell.80年代末，由于多种原因，国内市场产品销售困难Inordertosolvethisproblem,somecorporationsadoptedthestrategyofsaleswithrewardsorincentives–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,andhouses.Recentregulationsonsweepstakes.Valueofprizes