文档介绍：99%的人不是消费者但他们会影响到消费者,形成一种“势”
99% are not consumers, but they will influence the decision of consumers, and we call it “tendency”.
消费主体受消费环境的影响大,消费者周围存在一个影响消费者的势场
Consumers are highly influenced by consuming environment, and there is a “Tendency Market” around consumers.
消费者consumers
消费环境consumers
消费势场
Consuming Tendency Market
在中国,不能过分强调目标受众细分化
品牌的传播要充分影响到消费者周围的环境,必须使用大众媒体。
目前,在中国还缺乏具有足够影响力的专业媒体。
You can’t over-emphasize target consumers theory in China
- The spread of brand shall effect consumer’s surrounding
sufficiently, mass media
At present, there is a shortage of professional media with
enough force.
统一润滑油:专业用品上最大众化的电视时段
Monarch Lubricating Oil: niche products are aired on TV time slot, a very mass media.
2004年1-2月,平均每月销售额超过2个亿,预计年销售额将达到25个亿。
In January and February 2004, its average sales monthly is over 200 it is estimated that its annual sales will reach billion
喜之郎果冻:青少年小众产品也上招标时段。
XIZHILANG Jelly: a niche product for kids, it is aired on the prime time bidding slot
已经成为行业代名词,年销量达到20亿元左右。
XIZHILANG is ing a symbol name for jelly products, and its sales yearly reached around 2 billion.
3、策略创新比被动购买更有效 Strategy innovation is more efficient than purchase only
很多广告主在媒介购买时,简单地参照媒体既有的广告产品做计划,这属于“被动式购买”,缺乏创新,影响效果。
Lack of innovation when advertisers purchase media Ad
在目前复杂的媒体环境下,更需要加强与媒体的互动,进行创新式策略投放。
To reach Ad innovation, munication with media is a must
2003年底,宝洁与央视《半边天》合作推出
“飘柔女性记录”,备受关注。
By the end of 2003, a cooperative program titled as “Rejoice Women’s Memory” between P&G and Half the sky, a women show TV, is very essful
当然,创新决不止于此,还有很多很多,
如重要时段的垄断性占有、指定位置等。
Of course, there are other innovative measures such as monopoly occupancy of important time slots and Designated Slots(DS)
海尔、宝洁:TV-1的整体集团购买
Haier, P&G: prime time bidding slots TV-1 whole group purchase
步步高:中央电视台—黄金时段—指定位置;中央电视台—重大活动
BUBUGAO: CCTV-Prime Time Slot-TV- Big Events
喜之郎、江中制药:重要时段的常年购买
XIZHILANG and Jiangzhong medicine factory: buy important slots al