文档介绍：男性思维剖析-男性世界广告小秘诀
汤姆·多克托罗夫 [简介]
智威汤逊-中乔广告公司
东北亚区总裁兼大中华区首席执行官
当今社会，成功之路日益繁杂，要取得成就，中国的男士们面临着巨大的挑战。他们在想些什么？什么样的广告营销诉求，才能够真正打动男性消费群体？
7月3日，来自智威汤逊广告公司的汤姆·多克托罗夫先生在热烈的掌声和轻松的笑声中开始了他对男性思维的剖析。“成功、友谊、爱情，男性世界的永恒主题，也是商业广告中男性角色的共同特征”，多克托罗夫先生从历史视角出发，通过一系列的录像和广告片，指出当今中国男士所感受到的压力来源，为营销人员和广告商们提出了一些颇具洞察力的战略启示。 作为智威汤逊广告公司东北亚区总裁兼大中华区首席执行官，汤姆·多克托罗夫先生认为男性消费群体是众多商家瞄准的一个细分市场，却也是营销与广告领域中常常被人们忽视的一个对象。他希望通过和中欧国际工商学院校友们的交流，共同加深对于男性消费群体的了解，从而改善营销战略，使商家能够更好地把握当代中国的男性消费市场。
男性思维剖析-男性世界广告小秘诀
 
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汤姆·多克托罗夫 [简介]
智威汤逊-中乔广告公司
东北亚区总裁兼大中华区首席执行官
2003年7月3日
 
注：汤姆·多克托罗夫先生基本上使用英文演讲，但是偶尔也使用了中文。我们在此保持了演讲内容的原来风貌。
Today we are going to be talking about the mind of Chinese men. This is actually the result of a lot of plans that we have and observations we had in the market about what is motivating men. Motivating. The secret of advertising - actually the secret of brand loyalty - the secret to non-commoditization, the secret to China's fundamental economic challenge, which is of course overproduction and a deflationary price environment is the creation of brands that demand a price premium.
The point is that advertising starts from the consumer inside. The consumer inside. The consumer psychology is what he is to profit. That's where loyalty comes from. That isn't just talking to an audience, but having a dialogue. What is a consumer inside? A consumer inside is fundamental. It answers the question why. 它解释根本的东西，根本的行为。A consumer inside explains behaviour and practice. A consumer inside stops when you can no longer answer the question why. You know you have an inside when there is no more why. So what we are going to do today is ultimately using our experience to come up with what I call a "master consumer inside". That is the one thing you women need to know about Chinese men to secure their romantic loyalty. And then what we are going to do is to translate that inside into different, more specific marketing applications and advertisin