【正文】 target consumer group, advertisers and their agencies learn what the problem is and, by talking with the consumers who use it, determine how they will solve ，廣告商及其代理機構(gòu)了解問題是什么，它，它通過與消費者交談?wù)l使用，確定它們將如何解決。 Once the strategy is agreed upon, development of the advertising begins. Ongoing research is conducted among targeted consumers to evaluate and check whether the ad is municating the strategy and whether it evokes the desired ，廣告發(fā)展的開始。 lives, brand feelings, category assumptions, hopes, dreams, expectations, worries, cultural beliefs, etc., will cause a strong reaction and get the target39。 This statement should be the central, singular marketplace problem facing the ，奇異的市場問題所面臨的品牌。 ADVERTISING STRATEGY 廣告策略 An advertising strategy identifies who the prospective target is and defines his/her needs, wants and ，希望和愿望。 As a result, advertising39。 Commercial messages appear just about everywhere on TV, in magazines, newspapers, billboards, on the radio, on buses, in phone booths, sports arenas, on the Internet, even in public 電視雜志，報紙，廣告牌，電臺，巴士，在電話亭，體育場館，在互聯(lián)網(wǎng)上，甚至在公共廁所。s greatest attempts, let39。 Smart marketers hold the utmost respect for their consumers in two ways: 1) delivering product quality and 2) using honest ）方式：1）提供的產(chǎn)品質(zhì)量和2。 Occasionally, it even ，它甚至啟發(fā)。勸說 Advertising is about 。 If advertising is about selling, then persuasion is how we get ，然后是如何說服我們到達(dá)那里。 Think about yourself as a consumer for a 。s try to understand just what an advertiser39。 The average American is exposed to over 3,000 ads a 。s job is extremely ，廣告的工作是非常困難的。 This meaningful information, when clearly and creatively executed, should translate to a call to action: I39。 o Target Audience: Who is your prime prospect/customer? 目標(biāo)受眾：誰是你首要的前景/客戶？ (Include age, gender and any other pertinent demographic/psychographic information and/or lifestyle explanation of who your target customers are.) （包括年齡，性別和任何其他有關(guān)人口統(tǒng)計/心理和圖形信息和/或生活方式的解釋誰是你的目標(biāo)客戶。s attention?什么（單數(shù)）認(rèn)為/，相信消費者的生命，品牌的感覺，假設(shè)類的希望，夢想，期望，擔(dān)憂，文化信仰等，會造成強烈的反應(yīng)，得到目標(biāo)的目光？ o Reason to Believe: Which one or two product attributes will persuade the consumer to believe the product will deliver the promised benefits? 有理由相信：哪一個或兩個產(chǎn)品屬性將說服消費者相信該產(chǎn)品將實現(xiàn)保證的利益？ In other words, what is the single most important fact, angle, direction, sentiment or emotion that can be municated in order to meet business objectives/solve the problem?換句話說，什么是最重要的事實，角度，方向，情緒或情感的溝通，可以以滿足業(yè)務(wù)目標(biāo)/解決問題呢？ o Proof: Provide support. 證明：提供支持。持續(xù)不斷的研究對象是消費者之間進(jìn)行評估和檢查廣告是否是溝通的策略，以及是否喚起所需的動作。 CASE STUDIES案例研究 The following actual case studies demonstrate four advertising success 。G) made the decision to launch their small premium Pantene Shampoo brand around the world. 1990年，寶潔公司寶潔（P＆G公司）作出決定發(fā)起潘婷洗發(fā)水品牌在世界各地的小溢價。 it was based on strategic market research conducted globally for this premiumpriced twoinone shampoo/conditioner. Research results, piled from markets around the world, led Pamp。 o Women considered their own hair 。 The advertising was customized at the local level with the tag line, Hair So Healthy It Shines.該廣告是在線定制標(biāo)記在地方一級，“頭發(fā)這么健康的光芒。 Next, the product39。s hair。 o France: dramatized the vitamin capsule ingredient story。 The second mercial is a montage with quickcuts of executions from European and Asian 。90s, Pantene needed to be reinvigorated to keep its lead in an increasingly petitive environment in stores around the ，潘婷需要注入新的活力，保持其世界領(lǐng)先的競爭環(huán)境中日益在商店附近。 In 2003, Pamp。 Issues of credibility, brand loyalty, and distribution presented serious marketing challenges in reaching the target consumer ，品牌的忠誠度，并提出了目標(biāo)消費群分布的嚴(yán)重挑戰(zhàn)，在實現(xiàn)銷售。 Additionally, Pantene Relaxed and Natural would not be found in the ethnic haircare ，潘婷輕松自然不會出現(xiàn)在民族護(hù)發(fā)過道。一年后，一個市場上，第一次審判數(shù)量增長了5倍，重復(fù)購買次數(shù)增加了320％。s Relaxed and Natural product became the 1 brand in the African American haircare ，經(jīng)過7個月的市場，潘婷的放松和自然產(chǎn)品成為第一品牌在非洲美國護(hù)發(fā)市場。 Today, Pantene remains the number one hair care brand around the world and the third most profitable brand for Pamp。 It tells them about the benefits of the product and why they should buy ，他們?yōu)槭裁匆徺I它。 Emotional advertising is much more indirect in its 。s advertising 。ll see are simple, dramatic stories played out by ，戲劇性的故事展現(xiàn)出來的字符。 In fact, in all of these mercials, the product a greeting card acts as the pivotal point in the story and is used to resolve the dramatic ，在所有這些廣告，產(chǎn)品 賀卡 故事中扮演的關(guān)鍵點，用于解決戲劇張力。 THE ADVERTISING COUNCIL