Chapter 26 Chapter 24 Advertising Quickly Conveys Product Value

The current products are constantly being updated, and after you sing, we will appear again. The similarity of similar products is very high.How to make people's eyes shine in the products of all living beings depends on advertising.The expressive force of advertisement is to highlight the product and let people remember it.This "differentiation" can be in the performance of product features or in the form of advertising. If an advertisement wants to quickly catch the attention of consumers, the most important thing is to be creative, because except for mail advertisements, it is impossible to say or write too much in any advertisement, and it needs to be quickly aroused in a limited space and time. Consumers' attention and interest to complete the task of information communication.At this time, a uniquely designed advertisement will make your product quickly gain the unanimous approval of consumers, and eventually cause a consumption boom.

Marlboro "Soft as May", when it was first launched, was also a woman's cigarette without a filter; in 1936, a beautiful red filter was added, and the theme of the appeal was: "A match made in heaven between lips and fingers".Therefore, in the eyes of men, Marlboro is a cigarette smoked by women and sissies. In 1954, its share was less than 0.25%, and it was a dying brand.Therefore, Morris decided to reborn Marlboro. In May 1954, a new filter was officially replaced and changed to a hard box cover. Except for the light red color, the appearance of the entire product looked exactly like today’s Marlboro, and the modification was ready. After that, it will be sent to the Texas market for trial sale.

At that time, advertising master Leo Burnett, after obtaining Marlboro's advertising agency, immediately made a suggestion to Morris to change the color of the filter from light red to bright red to make the packaging more eye-catching. Marlboro's advertisements no longer focus on women, but on tough men.Emphasize the masculinity of "Marlboro" in the advertisement to attract all customers who like to pursue this kind of spirit.Phillips began to use coachmen, divers, farmers, etc. as male protagonists in masculine advertisements.But this ideal man finally focused on the image of the American cowboy: a heroic man with deep eyes, rough skin, and exuding roughness and heroism. In the advertisement, the sleeves are rolled up high, revealing the hairy arms With a smoking Marlboro between them.

The advertising copy also emphasizes the concept of new filters, old flavors, and safer: "Real man's style and taste, the taste of the filter is smooth, full of strength in the mouth, modern hard box lid packaging, until you order Before smoking, let each cigarette remain strong and taste-free." The advertising effect representing the brand-new Marlboro image is outstanding, and the impression of the Marlboro woman left in people's minds in the past has been swept away.Not long after the advertising campaign was launched, Marlboro overwhelmed all the others, and its sales soared all the way, becoming the No. 1 filter cigarette sales in New York. In just eight months, the sales rate hit a miracle of 5,000% growth.

The advertising information communicated by Marlboro's new image makes people feel friendly, unaffected and down-to-earth, and soon won the unanimous recognition and trust of millions of consumer groups.This shows that only a reasonable and unique advertising design can attract consumers' recognition and further realize effective promotion of products. In order to make the advertisement reasonable and have its own characteristics, the following five principles should generally be followed: 1.Creativity, creativity is the key factor for advertisements to attract consumers' attention. The language of advertisements should be vivid and interesting, and the forms should be varied and innovative.

2.Authenticity means that what is promoted in the advertisement must be consistent with the original appearance of the actual product. If the advertisement is false, it will not only damage the interests of customers, but also damage the reputation and image of the company. 3.Pertinence, advertising design should aim at different consumer psychology, make a reasonable and persuasive product introduction. 4.Ideological, while advertising emphasizes economic benefits, more attention should be paid to spiritual civilization and removal of unhealthy elements in advertising content. 5.Effectiveness, the ultimate goal of any advertisement is for economic benefits, and advertisements should achieve maximum advertising effect with as little expense as possible.

Advertisement is a very important part of an enterprise's promotion mix, and it is the most widely used and most effective means of promotion. Advertising is a reorganized part of an enterprise's promotional mix, and it is the forerunner of an enterprise's market development.A good advertisement can bring a business back to life.On the contrary, a poor advertisement will not only mislead consumers, but also make the product fall into the predicament that no one cares about.Therefore, a company that understands marketing will definitely work hard to formulate a reasonable advertising strategy to make its products stand out among similar products.

Today's Nike is a well-known international brand, but when Nike was first established, it was still very small and might go bankrupt at any time.In just a few decades, Nike has rapidly grown into a large multinational group with a leading market share.What is the secret behind its rapid growth?In this regard, the founder of Nike explained: Nike's advertising that pays attention to communication effects makes the Nike brand deeply loved by the audience and grows rapidly. In a 1986 ad for Nike inflatable insoles, Nike broke through the usual way of blindly promoting product technical performance and advantages, and adopted a brand-new idea: the famous song "Revolution" played by the famous Beatles who represented and symbolized hippies. 》, in the new rhythm and melody of the rebellion, a group of Americans wearing Nike products are exercising obsessively... This advertisement accurately caters to the changing wind and new trend of the fitness movement that has just emerged, giving People have a refreshing feeling.Nike has always used magazines as the main advertising medium, but since then, TV advertising has become the main "spokesman" of Nike. This move makes Nike advertising more adaptable to the new development of its product market.

The success of the advertising reform led to the rapid growth of Nike's market share, surpassing Reebok in one fell swoop and becoming the new overlord of the sports shoe market. Nike's long-term competitor Reebok also had to follow suit, emphasizing communication style instead of just It is a product feature, and Reebok switched to ChiatDay as an advertising agency in an attempt to revive its former glory.However, all of this is of no avail. The style and advantages of Nike's products, which are one step ahead, have already occupied an unshakable position in the hearts of consumers.

The success of Nike's advertising reform has won the market and consumers for it, but more importantly, Nike has gradually mastered the art of advertising communication during the reform, and formed its own unique advertising ideas and strategies—it must be dedicated to communication, not sales. appeal.This strategy is fundamentally different from the advertising strategies of most American companies, but it is this unique strategy and practice that makes Nike continue to succeed and grow rapidly in the market. It can be seen that today, when the homogeneity of commodities and the personalization of consumption have become increasingly trendy, marketing has shown strong vitality.Modern marketing activities not only require enterprises to produce products that meet the needs of the market, but also require enterprises to provide consumers with timely and sufficient information about products in various ways to arouse consumers' purchase behavior.And a successful advertisement is undoubtedly very important.

So, what kind of advertising is considered successful?This requires it to meet three criteria: First of all, it is necessary to arouse the resonance of the target consumers, and then cause a sales boom. Second, a good ad must have a direct, clear point of view.Many corporate executives hope to put dozens of things they want to express in a 15-second advertisement. In fact, this will cause vague and inaccurate information transmission.It's hard for consumers to remember exactly what you're trying to say. Third, a good advertisement must beat competitors in terms of creative expression.Only by grasping these three points can you make your advertisement a blockbuster, make your product deeply rooted in the hearts of the people, and finally become the winner among similar products. Kotler believes that there are mainly four possible advertising objectives: promotional advertising, persuasion advertising and reminder advertising, and strengthening advertising.Enterprises can determine one of these goals according to their own development plan. To formulate a reasonable advertising strategy for an enterprise, the first step is to clarify the target of the company's advertising. Kotler reminds the company that when choosing an advertising target, it must first thoroughly analyze and understand the current market situation. The company should choose according to the characteristics and life cycle of the product itself different advertising objectives. Budweiser is the best-selling and most sold beer in the United States and the world. It has long dominated the beer industry, which has an important relationship with its excellent marketing and advertising strategies. When Budweiser entered the Japanese market, the advertising targets were mainly men aged 25 to 35. They usually drink spirits other than beer, are very interested in sports and fashion, and love various leisure activities.The setting of this object is very consistent with Budweiser's original "young" and "light wine" image. After setting the goal, Budweiser focused its publicity on the magazine advertisements that young people pay more attention to, and launched special finely printed passionate posters to match.The focus of the advertisement's appeal is to focus on strengthening the brand's popularity to highlight the high-quality image of the best beer in the United States.In the first and second stages of marketing, the concept of communication was based on "the most famous high-quality beer in the world", and the visual focus was on labels and packaging. Budweiser advertisements use exciting creative strategies in performance, that is, Budweiser beer is dissolved in the atmosphere of the Americas or the United States, such as the vast land, boiling ocean or vast desert, so that the audience will face strange visual effects and produce a sense of humor. A sense of shock, leaving a deep impression.This strategy is used very skillfully in the first phase.In the second phase, the creative direction was rendered with American flavors to create a powerful and fresh feeling to arouse the desire of the target audience. In the first stage, the theme of the advertisement is: "The number one beer, Budweiser" and the moving headline is "We love the number one".In the second phase, the main theme was changed to "Budweiser is the best and most famous American beer in the world".The title of the ad changed to "This is the best Budweiser ever," and the title was still printed on the beer can, which could be seen by picking up the can. Budweiser launched a variety of different advertisements, which won the favor of consumers, and the appropriate advertisements also made Budweiser, which entered the Japanese market in 1981, rank among the best in Japan's imported beer in the second year. It is 50% more than that in 1981, and in 1984 it achieved sales of 2 million bottles. For enterprises, it is necessary to establish correct goals for their products.Before entering the Japanese market, Budweiser conducted a detailed investigation on the local beer market, social structure, and consumers of different ages and classes, grasped the changes in the Japanese youth market, and established an advertising strategy targeting young people.Then, carry out targeted advertising according to the needs of the target group.It worked out in the end. Generally, there are three main advertising objectives: 1.advertisement The goal of a promotional advertisement is to tell customers about a product.This is a report advertisement, that is, to stimulate the initial demand of consumers by introducing the performance, use, price, etc. of the advertisement to consumers.This is a very primary advertising objective when launching a new product or service. 2.persuasion advertising When the target customer has already generated interest in purchasing a certain product, but has not yet formed a preference for a specific product, the purpose of persuasive advertising is to encourage them to form a selective demand, that is, to purchase the company's products.Persuasion advertisements highlight the characteristics of the company's products, or establish a brand advantage by comparing with other brand products. 3.reminder ad Some products have been sold in the market for many years. Although they have gained considerable popularity, manufacturers still need to launch reminder advertisements to remind buyers not to forget their products.This is a memo advertisement.This kind of advertisement is conducive to maintaining the image of the product in the minds of customers. If a company can target certain audiences (customers), the function of advertising will play an unimaginable effect. Kotler believes that when advertising planners choose media to advertise, they should consider many factors. The media habits of target customers will affect the choice of media. Advertisers should try to find the kind that can make advertisements reach consumers effectively. media. Adel Chemical Company was founded in Massachusetts, USA, specializing in the production of commercial cleaning agents.The company later launched a household cleaner called Lyster, intending to expand into the retail market.But Lester's early marketing was not satisfactory, accounting for only a tiny share of the overall market. After recognizing the new media of television.Barquez believes that only very frequent TV advertisements can achieve the desired effect, so he decided to concentrate all advertisements in one city at a time, flooding the city with a large number of commercial advertisements, thus establishing Leicester's leading position in the market. status.He planned to carry out a "saturation campaign" in one city, and then push the campaign to the next city until it covered the entire New England area.In order to ensure that his meager advertising budget is sufficient to meet the expenses necessary for these campaigns, Barquez plans to only hire non-prime hours (before 6 pm and after 11 pm) to advertise, because TV ads at this time charge much lower. Isaac, the company's vice president, explained this: Barquez was concerned with getting as many commercials as possible on television in a given city, and he didn't really worry about whether his commercials were scheduled for prime time inside.His theory was that if you ran the ad every day on the evening show for seven months, sooner or later everyone in town would see it.Plus, you'll have an evening show audience who's very familiar with your message. In February 1992, Barquez signed a $500,000 contract with Holyoke Television to buy 30 non-prime-time commercials a week for one year, and began his advertising campaign.Within months, Lester's sales in the Holyoke market were booming.Then in 1998, he launched a TV commercial blitz in some medium-sized cities.Surveys show that up to 80% of housewives in the advertised markets use Lyster household cleaners. In 2000, Lester's sales had reached 22 million US dollars, 44 times that of 1998. Lester's sudden rise has shaken up the advertising world, forcing a reevaluation of off-prime-time TV commercials.Late night and early morning advertising programs are favored by many businesses, and they have generously advertised during non-prime time. Therefore, any enterprise must pay attention to the role of the media and choose the appropriate media according to the characteristics of the product itself.Balques wisely chose TV commercials. The TV commercials were played in a timely manner, with wide coverage, strong selectivity, high ratings, and repeated broadcasts, which quickly deepened consumers' impressions of Lester as a cleaning agent. .It is precisely the choice of the appropriate media for Balques that makes a product that was originally known to few people become a household name. Kotler analyzed the main steps of selecting media, including: determining the scope of advertising and the effect of frequency; selecting the main media type; selecting a specific media carrier; determining the media time period. 1.Determine the reach and frequency of your ad Before choosing a medium, an advertiser must decide on the reach, frequency, and desired effect to achieve advertising goals.Reach is the percentage of customers in a target market who are exposed to an advertising campaign during a given period. 2.Select primary media type There are many types of advertising media, mainly newspapers, radio, magazines, television, direct mail and outdoor advertising.Each media has its own characteristics, and there are great differences in terms of timeliness, flexibility, visual effects, spread, cost, etc. It is very important to understand the advantages and limitations of different media for the correct choice of media. 3.Select specific media carrier Media planners must choose the best media tools—specific media within each media type.Media planners should strike a balance between media cost and several media effectiveness factors. 4.Decide on media time slots Advertisers must schedule the frequency of the annual advert.For example, most manufacturers will do some seasonal advertisements, and some manufacturers only do seasonal advertisements. Advertisers also have to choose the form of how often the ad will be played.The frequency of advertising can be evenly distributed in each period, and can also be arranged according to the market situation to expand the advertising effect. For modern media, it may account for 10% of the total communication budget, but in fact it should invest 30%, or 40%.The same is true for China. I think such companies should be more open-minded, and they should be aware of what the reality of the new world is like. New media is an ever-changing concept relative to traditional media.As long as the basic elements of media composition are different from traditional media, it can be called new media.The biggest difference between new media advertising and traditional media advertising is that new media advertising can achieve the same publicity effect as traditional media with the help of less than one square meter of surface, which can greatly reduce investment costs. The auction of the Wick Brewing Company in Milwaukee, USA, has attracted countless people's interest.Kit, manager of the marketing department of Wick Company, believes that this event has a dual purpose. The main audience of the event is adults who drink beer all over the country, and they are free to participate in bidding for goods.The campaign is clearly designed to benefit both the user and the company.On May 1, 2000, many American beer lovers logged on to www.WekeGetTheGoods.com to participate in this bidding activity.Participants can use cash or wine labels to bid for goods.The so-called wine labels are the coupons that consumers get when they buy WekeLite or Weke GenuineDraft products. These coupons are promoted in 39 states across the United States.Throughout the registration process, the company also asks users to freely choose a charity they believe to be reliable. This is the first round of Wake's summer promotion plan, which will include both brand and market promotion.Moreover, the company simultaneously launched TV commercials, print advertisements, outdoor advertisements and radio advertisements in June and July, and of course online advertisements will be the focus of the market.The period for the first round of online advertising is from May 20 to August 20, and the placement sites include CBSportsline, SportingNews, ESPN, Playboy, Rivals and SpeedVision.An important tool used in the branding campaign is Unicast's Superstitials. Superstitials is a tool for editing richmedia formats. It can be applied to a wide range of ad sizes, whether it is a postage stamp-sized logo or a full-screen ad, it can handle it with ease.In these advertisements, merchants are free to insert elements such as animation and sound. Unicast created three advertisements between the end of May and the beginning of August to encourage viewers to participate in bidding. The online bidding was very successful. The number of auctions for this event reached 22,000, attracting 338,497 unique users to visit, and the number of single visits reached 602,958. The average user session time exceeded 15 minutes. All proceeds were donated to charity. There were almost 60 bids for each auction item, and the whole bidding process was very hot.The hot items sold include: Bobby Rahal car for $39,000; Luxury tour for hunting, picnic and skiing in the wild: USD 22,500; The luxurious lunch at Playboy Mansion is $18,200; Tickets for Rusty Wallace Theater performances: $2,800; Play a virtual game at Texas Stadium: $1,000. The costly campaign took place in six rounds.During the event, a large number of beer lovers showed great interest in Wake Company. Bussen said they were very pleased with the sales after the event. Wacker Company uses online bidding to benefit users while also promoting its own business, which can be described as the best of both worlds.Planners use new media to attract users to participate in activities and create a good social impact, so as to achieve the purpose of promoting their own enterprises and products. This successful experience is indeed worthy of learning by Chinese businesses. There are three main types of new media: Outdoor new media: At present, outdoor new media advertisements include outdoor video, outdoor projection, outdoor touch, etc. These outdoor new media include some outdoor interactive factors to achieve the purpose of attracting popularity and enhancing media value. Mobile new media: with mobile TV, car TV, subway TV, etc. as the main forms of expression, through the packaging design of mobile TV programs, to increase audience stickiness and facilitate advertising. Mobile phone new media: Mobile phone media is the most popular, fastest, most convenient and mandatory platform among all media forms so far, and its development space will be huge.In the next two to three years, 3G mobile phones will gradually become popular, and mobile media will become an important means for ordinary people to obtain information in their daily lives. The marketing concept is a kind of customer orientation based on the overall marketing activities, the purpose is to achieve the profit target of the enterprise by satisfying the needs of customers and satisfying customers. Advertisements should not only convince people with reason, but also move people with emotion.Everyone has seven emotions and six desires, and has rich emotions, including family, love, friendship, etc. Enterprises want to make products easy for customers to understand, love, and accept.The best form is to convey emotions through advertisements, so that the public can resonate in their hearts. One evening, an old couple was eating quietly in the dining room. Suddenly the phone rang, and the old woman went to another room to answer the phone. The old man stopped eating outside and listened attentively.After a while, the old woman came out of the room and sat down in silence. The old man asked: "Whose phone number?" The old woman replied: "My daughter called." Then asked: "What's the matter?" Answer: "No." The old man asked in surprise: "It's okay to call thousands of miles away. Call?" The old woman whimpered, "She said she loves us." There was a silence, and tears filled the eyes of the two old people.At this time, the narrator interrupted without losing the opportunity: "Bell phone, send your love at any time." This is a very successful advertisement of the Bell Telephone Company in the United States. It touched the hearts of parents, parents, children or former children all over the world with tenderness and tenderness. The success of Bell’s telephone advertisement is that the advertiser took into account the specific mentality of the target consumers when formulating the advertisement, starting from the relationship between children and parents, depicting and showing a warm and beautiful picture with strong filial piety and love. The picture of family affection allows us to appreciate the surrounding of love from time to time, fully arousing people's nostalgia, memories, pursuit, and longing for family affection.Wired telephone, unlimited family affection.Bell telephone connects thousands of households, communicates the hearts of relatives, and shortens the emotional distance of relatives. Therefore, for an advertisement that touches people with emotion, it is necessary to choose the appropriate angle, grasp the emotional positioning, and use effective means to strengthen and exaggerate the unique emotional color of the product in order to impress the hearts of consumers. Consumer psychology tells us that people's psychological state directly affects their purchasing tendencies and choices.Today, when the material life is particularly rich, consumers' purchase of goods is not limited to satisfying the basic needs of life, and the situation that psychological factors influence their purchasing behavior has become prominent. The general consumer psychology and behavior have the following three characteristics: 1.Consumer psychology and behavior are purposeful.It is manifested in the aspects of consumers satisfying their own needs, realizing consumption motivation, and obtaining expected consumption experience.For example, consumers buy food, perhaps because of hunger. 2.Consumer psychology and behavior are complex and diverse.For example, there are large differences in the needs and motivations of each person.For the same product, some people buy it for price reasons, while others buy it for image reasons. 3.Consumer psychology and behavior will continue to change with the development and changes of society, economy and culture.When the social environment in which consumers live changes, the relevant information they receive is different, which will lead to changes in the style, style, preference and attitude of consumers towards commodities. As the old saying goes: "The way to use soldiers is to attack the heart." Shopping malls are like battlefields, and naturally "attack the heart" in the marketing business war. Grasp the needs, desires, emotions, tastes and attitudes of consumers, and develop various products like the right medicine. How to find a product to meet their needs has become a very important topic in the marketing business war.This marketing concept advocates that "we will produce whatever customers need", "customer first", "customer is God", etc., centering on consumer demand, concentrating all resources and strength of the enterprise, and doing everything possible to meet customer needs. Be the motto of the modern entrepreneur. Many advertisers believe that for an ad to work, multiple exposures must be made to the target audience, and that too few repetitions can be wasteful because they go unnoticed. The advertising bombing strategy is a common strategy to create popularity and achieve sales goals in a relatively short period of time.In psychology, there is an important psychological law: People have a better impression and acceptance of familiar things.Therefore, in marketing and promotion, through intensive advertising and other publicity means, the product is frequently displayed in front of consumers, and the benefits of the product are directly informed to consumers, so that consumers have a sense of familiarity and intimacy with the product, which will lead to The demand of a large number of markets produces a hot sale effect. McDonald's invests in brand promotion at all costs. With an annual global budget of 1.4 billion US dollars, McDonald's has become the single brand with the most advertising in the world. The establishment of an advertising fund is an important strategy for McDonald's brand promotion.Franchisees only have one or a few stores to advertise independently, which may bear huge advertising costs, and everyone can unite to raise more generous advertising funds.In order to allow McDonald's to advertise on a larger scale, in 1966, the McDonald's headquarters established a joint advertising fund system and established the McDonald's National Franchise Joint Advertising Fund. McDonald's directly-operated stores account for about 3% to 4% of the total annual turnover.In addition to the advertising department of the head office, McDonald's also has several advertising funds throughout the United States. In 1992, McDonald's bought 20,000 outdoor billboards to display the message: "McDonald's gives you first-class food, first-class value." It is considered to be the largest purchase of outdoor billboards. McDonald's is eyeing outdoor ads because they allow them to deliver a single national message while also providing local information about promotions, products and prices.James Keller, vice president of marketing at Gannett, said the biggest advantage of outdoor advertising is that people can tailor these billboards to local market needs. McDonald's advertising and business development has covered the world.In the process of brand promotion, McDonald's adheres to the principle of combining unified advertising with regional advertising.That is to say, different regions and different advertising funds can implement different ideas when promoting the same brand.That is to say, each region jointly promotes hamburgers with different advertising designs based on its own regional promotional focus, local values, and consumption customs. The promotion of the "I just like it" series of advertisements is an important milestone in the history of McDonald's. It is the first time that McDonald's has used the same advertisement and the same message for brand promotion in more than 120 countries around the world at the same time.This is a brand "big change", because in this adjustment, McDonald's resolutely abandoned its "family" positioning position that it had insisted on for nearly 50 years, and focused on the family mother and child consumer groups and young consumer groups under the age of 35. , and put the focus of the strategy on "young people". McDonald's believes in the concept that if you spend a dime and can't solve a problem, then a dime is expensive; and if you spend a hundred dollars to solve a problem, then a hundred dollars is cheap.The charm of the big "M" is: when you walk into McDonald's, every penny of yours will not be wasted.Now, around the world, more than 50 million customers visit McDonald's every day because they know what kind of expectations and services they can get at McDonald's.Let customers buy expectations and services, this is where the value lies. The advertisements of McDonald's Camp appear in front of the world in a high-density manner, making it impossible for people to turn a blind eye.Successful companies never hesitate to invest in advertising. McDonald's is the most notable example. McDonald's spending a lot of money is valuable, and its gains are obvious to all.In fact, the household name of McDonald's is inseparable from these real, effective and continuous advertising bombardments. Through these multi-faceted, multi-form, highly targeted and costly advertising campaigns, McDonald's has almost become well-known in the world.This is also an important reason why McDonald's has achieved great success. A regional event that spans different cultures, languages, societies, and economic developments can be quite successful if it includes something new that surprises or feels. With the acceleration of the process of economic globalization, while major international brands are going international, there must be a problem of brand localization.The same advertisement, which has a good effect in one cultural domain, does not achieve the expected effect in another cultural domain.Consumers are most familiar with their own national culture, and at the regional level, if the standardization strategy of global brands is properly combined with localized performance, the communication effect will be better. As a famous global brand, it is undoubtedly extremely important to establish and implement its international standards in communication. Marlboro is an example, and this "standard" is to firmly maintain the spirit of the Marlboro brand!Marlboro has also set an example in this regard. At the end of 1993, Marlboro broadcast a Chinese New Year advertisement in my country. The camera was aimed at the vast western desert of our country and Jiayuguan, the western border of the Great Wall that has stood for thousands of years.Suddenly, there was the sound of horses crowing (camera transition), and countless horse teams dressed in ethnic minorities poured in from various gates of the city, resembling the style of the eighteen princes entering to meet the emperor in the past.Suddenly, the sound of gongs and drums shook the heavens and the earth. Up and down the city, inside and outside the city, rows and rows of western men, yellow skin and black eyes, all beaming, were dancing gongs and drums to celebrate the harvest, and the drums became more and more urgent , the dance moves faster and faster until it reaches a climax and stops abruptly.The camera was shot upwards at nearly 90 degrees, and with a loud and bold roar, countless bright red ribbons suddenly hung upside down from the top of the city, which coincided with the meaning of "good luck hangs high".Finally, against the background of a happy scene, came the slogan "Marlboro congratulates everyone on making progress in the New Year". This advertisement, in the form of unique national characteristics of our country, gives people an authentic feeling and makes Chinese people feel kind and natural.Behind this non-foreign flavor and full of local flavor, what is conveyed to people is the unchanging spiritual connotation of "Marlboro".Adhering to Marlboro's consistent roughness, heroism and unruly, the advertisement still gives people the feeling of the extraordinary and arrogant "Marlboro World".The difference is that the soul-stirring "Western Dang Kou Zhi" was replaced by the passionate sound of gongs and drums, and the brave cowboys who traveled through mountains and rivers were replaced by Chinese brawny men who beat gongs and drums and happily.This is not a simple transformation of the form of expression, but reflects the differences and integration of Chinese and Western cultures. Americans have always advertised exploration, innovation, and innovation, while the Chinese spirit first promotes simplicity, kindness, and tradition. The first thing the Chinese pursue is prosperity and stability.The wild and unrestrained Marlboro spirit blends into the cultural atmosphere of China accompanied by the sound of gongs and drums.The advertisement deeply reflects the understanding and respect for Chinese culture.Marlboro's "international brand localization" strategy enables its brand concept to communicate with Chinese consumers at the cultural level. This ad is a typical example of the success of the brand image creative strategy, which is an alternative to the simple emphasis on product function A breakthrough in traditional creative methods.It emphasizes the social and psychological significance of the brand as well as the values ​​of the enterprise. Personalized, emotional, and psychological image positioning and rendering of the brand, so that the audience can obtain a brand-new brand image.The localization of international brand image should be planned around the following aspects: 1.The essential attribute of the brand. The so-called essential attribute of the brand refers to the connotation of this brand that is different from other brands. Marlboro emphasizes its unique culture-heroic, brave and fearless. 2.Marlboro is particularly prominent in creating a brand cultural atmosphere and establishing a brand personality image, because when people mention Marlboro, they will naturally think of the bold and unrestrained western cowboys; think of the majestic and masculine Chinese drummers. Marlboro's success? 3.The target consumers targeted by the brand, Marlboro has not only won the trust of the target consumers, but also won the applause of the people of the whole country through the form of New Year greetings to the people of the whole country. If brand creativity can be developed from the above aspects, a better company image and brand image can be established in the minds of target consumer groups. 一位经过精心挑选的名人至少能激发起对一个产品或品牌的注意力。 由于名人具有一定的公信力和偶像影响，消费者往往会对名人的产生崇拜、信赖或者是消费观念上的追随心理，这种心理就是所谓的“名人效应”。企业可以利用消费者这种心理，来促进产品的销售，这是一种有效的“借势”促销手段。能够消除一般消费者的提防心理，因此名人宣传的效果远远大于一般的宣传效果。 作为国际上著名的体育运动品牌，阿迪达斯运动用品系列早已家喻户晓。每当打开电视机，观看精彩的体育节目时，你一定会注意到那些蜚声体坛、名闻全球的著名运动员大多数穿的都是各种颜色鲜艳、款式新颖、带有三瓣叶图案的运动衣——这就是阿迪达斯运动系列服装。 为了保持公司产品的世界知名度，阿迪达斯公司往往不惜血本，用巨额资金请来世界著名运动员对产品做广告宣传。阿迪达斯公司每年都要把产品总量的3％～6％无偿赠送给世界各个国家的著名运动员和体育团体。 早在1936年柏林奥运会时，阿迪达斯公司就开始采用了这种促销策略。当时，阿迪达斯公司刚刚发明了一种新的短跑运动鞋。为了打开这种新鞋的市场，阿迪达斯公司将眼光瞄向了美国著名的短跑名将欧文斯。因为欧文斯在最近几年的田径赛场上几乎战无不胜，取得了令人瞩目的成就，如果能够和欧文斯签订协议，让他穿上阿迪达斯公司的跑鞋参加比赛，一旦欧文斯获得冠军，那么阿迪达斯公司就可以向世界宣称是自己公司的产品助了欧文斯一臂之力。经过联系，阿迪达斯公司终于和欧文斯签订了协议。结果，欧文斯一举夺得四枚短跑金牌，成为奥运会田径赛场引人注目的明星。这样，阿迪达斯公司的新跑鞋成为体育爱好者的抢手货，立即畅销全球。 在1984年，阿迪达斯公司又给世界著名网球明星兰顿50万美元的巨款，作为他在比赛时穿用阿迪达斯网球鞋的比赛报酬。 通过借助体育明星的宣传，阿迪达斯公司虽然支付了巨额费用，但是这些付出给公司所带来的回报却是无法估量的。它不仅帮助阿迪达斯公司推销出去不计其数的运动服、运动鞋、运动帽等运动系列服饰，更重要的是，阿迪达斯公司向世界各国消费者宣传了自己的品牌，使阿迪达斯产品成为全球著名的品牌，也正是这一著名品牌为阿迪达斯公司带来了更大的收益、更响的名气、更兴旺的生意。 名人名字对运动产品有特别的效应，所以阿迪达斯不惜血本聘请世界著名运动员做宣传广告，最终为公司迎来了更大的收获。由此可见，对于企业促销来讲，最重要的是充分利用名人效应，发挥名人在普通消费者心目中的地位和影响，引导消费者认可和接受企业的产品，最终达到产品促销的目的。 但是要注意的是，名人对于企业来说也是一把双刃剑，应该慎重行事，如果运用失当，其负面效应更不可低估，对此应当有清醒的认识和把握。选择合适的代言人是广告成功的关键。一般说来，好的形象代言人特征： 1.有较高的社会知名度和美誉度。一定程度上说，名人知名度的高低同广告效果的大小是成正比的，而名人的美誉度会给人以信任感，产品借名人扬名，名人与产品相得益彰。 2.名人与所宣传的产品之间应该具有某种关联性，能建立一种名人形象与产品形象的和谐关系。 3.慎重考虑名人本身的形象，特长，个性魅力等，是否与广告所要沟通的目标消费群相和谐。 大多数广告主都想衡量一个广告的传播效果，即广告对消费者知晓、认识和偏好的影响。他们也想了解广告对销售的效果，但是常感到太难测量。然而，两者都可以加以研究。 广告主大手笔地投入广告费，自然是想要得到物有所值的产出。然而，广告投放于销售效果到底有怎样的关系？却并不是每一个广告主都能明白的。因此，我们需要对广告效果进行科学的调查，了解广告投放产生的效果。 美国盖洛普·鲁滨逊公司(G&R)是广泛运用出版物调查广告心理效果的公司。其曾在调查广告心理效果方面，作出了重大贡献。截止1990年，该公司已对120000则印刷媒体广告和6000则电视广告进行了效果调查。通过案例分析，我们可以归纳出G&R公司进行广告心理效果调查时的步骤为； 第一：评估市场上各广告的表现。 第二：分析整个广告策划活动及其策略的效果，并与该产品以前的广告宣传活动或者与其他相同产品的广告宣传活动作比较。 第三：针对同一类型产品或某一行业销售效果进行评估。 G&R公司的调查人员每次抽样调查样本约150人（男女均有），年龄在18周岁以上，分布在美国各地。被调查者均可以选择自己常看的杂志广告接受调查，他们必须看过最近四期（杂志广告）中的两期，但没有看过最新的一期。调查人员不事先告诉媒体受众调查的内容，同时要求被调查者不要在访问的当天阅读有关杂志。在对受众进行电话访问时，询问被调查者在某一杂志的所有广告中，记得哪几则广告，以便确定这些广告的阅读率；媒体受众指出所记得的广告后，就可以问他们以下问题： 那则广告是什么模样？内容是什么？该广告的销售重点是什么？您从该广告中获得了哪些信息？当您看到该广告时，心理有何反应？您看完该广告后，购买该产品的欲望是增加了还是减少了？该广告中，什么因素影响您购买该产品的欲望？您最近购买此种产品的品牌是什么？ 广告策划者通过将上述问题的答案汇总、整理、分析、综合以后，就可以衡量出该则广告的以下效果： 吸引读者记住（或想起）某则广告的能力（Proved Name Registration，简称PNR）； 媒体受众对该广告的心理反应，或对广告销售重点的了解程度（Ideacom-munication）；广告说服媒体受众购买产品的能力(Persuasion)，即媒体受众看了该广告后，购买该产品的欲望，受影响的程度。 大多数广告效果的衡量都有一种实用性质，如处理一些具体的广告和活动之类的问题。然而，如今的广告主倾向于将大部分钱投放在对某一广告的预试方面，只有极小部分被用于广告效果的评价上。实际上，我们必须重视对广告活动的效果调查。营销专家建议，更恰当的方式是：一个广告活动首先在一个或几个城市开展并评估其进行情况，然后再投入大笔预算在全国全面铺开。 我们在进行广告效果调查前，首先选定一两个试验地区刊播已设计好的广告，然后在同时观察试验地区与尚未推出广告的地区，根据媒体受众的反映情况，比较试验区与一般地区之间的差异，就可以对广告促销活动的效果作出调查。这是一种广告效果调查普遍采用的方式。当然，广告主可根据自己的实际情况灵活运用。 科特勒提出了两种评估广告效果的方法：一种方法是将过去的销售量与过去的广告开支进行对比。另一种方法就是通过实验，例如测试不同广告开支水平的效果。 许多企业在定完广告后，常常延续相同的广告计划与政策，这样做貌似安全稳当；其实，却蕴藏着风险。因为，不同地区的人生活习性有所相同，同样一款广告，在不同的市场区域往往会有不同的效果。因此，企业的广告投放后，广告营销活动并未结束。在广告投放中和投放后，企业还应当定期检查并评估广告效果。 美国宝洁公司是世界最大的日用消费品公司，它创建于1837年，在世界“500强”中称得上名副其实的“长寿企业”。宝洁的成功就在于能够通过广泛的市场调查，科学的市场细分方法，集中全力推出一种或几种定位的产品，来满足不同消费群体的不同需求。让产品去满足顾客，而不是让顾客去适应产品。 当宝洁把在美国畅销的洗衣精投向欧洲市场时，很快受阻，经调查发现，原因就在于欧洲的洗衣机只适用固态的洗衣粉，液态的洗衣精加入后，有一部分很快从底部流出。不久，宝洁就设计出了一种名为“威液球”的产品，当洗衣机的水加满时，才释放出洗衣精，并可重复使用。这种“威液球”很快成为畅销欧洲的产品。对中国市场的占领也是一样。宝洁针对东方人对头发格外注意的习俗，就把洗发用品作为打开中国市场的先头部队，与香港、广州的三家企业合资成立了广州宝洁公司。生产多种品牌的洗发精。宝洁生产的香皂、牙膏、食品等都因销售地区的不同，而在香味、成分、包装方面有所差异。 配合产品策略，宝洁自20世纪50年代起相继在欧洲、东南亚、拉丁美洲等地建立了外销事业部和科技中心。为了使产品更贴近顾客，宝洁非常注意日常对客户的访问和调查，此外还首创了“一日回忆法”和查询电话制度。一日回忆法，即调查顾客对一天之内所接触到和正在使用的生活用品的感受，有何不便之处，有无新的要求。查询电话制度则要求每天有50位职员从早到晚通过电话来回答顾客的询问，以便从中受到启发，使自己的产品不断得到改进和完善，并及时设计出适合顾客需要的新产品。低热量、不含胆固醇的名牌保健食品欧力宝就是受顾客的启发开发出来的。 宝洁公司抓住了“拥有了顾客，才是拥有了产品，拥有了市场”这一主旨，通过在广告播出前后，进行广泛的市场调查，然后集中全力定位产品，满足消费者的不同需求。在市场营销过程中，广告固然重要，但是，顾客对广告的效果反馈才是最好的一块试金石。 企业投放的广告都需要得到效果的反馈。为此，企业常常邀请外部人士或机构对广告计划进行独立的评估，以期对该企业的广告描绘出更具前瞻性的方式，算是一种合理的做法。尽管如此，广告节目仍应定期对交流效果和广告的销售效果进行评估。 衡量一则广告的交流效果表明广告是否传播得好，有很多办法。问卷调查是最常用的方法之一。问卷调查可以在广告被印刷或播出前后进行。在广告被推出前，广告商们可以把它先给消费者看，问他们感觉怎样，衡量由此产生的反响和态度变化。广告做出后，广告商们可以衡量广告如何影响消费者的反响和对产品的知晓、了解和偏好。 当然，广告的销售效果通常比交流的效果更难衡量。除广告之外，销售还要受到诸多因素的影响，如产品形象、价格和得到的渠道。因此，科特勒提出过两种评估广告效果的方法：一种方法是将过去的销售量与过去的广告开支进行对比。另一种方法就是通过实验，例如测试不同广告开支水平的效果。