【正文】 behavior to deodorant bodysprays (aerosol product).適應(yīng)消費(fèi)者的行為，以除臭bodysprays（氣霧劑產(chǎn)品）。 o Educate new consumer usage of bodysprays all over the 全身。 Indepth, prelaunch research in the US among the target (men 1824) showed that product education was key to increasing purchase motivation. The strategy was excite and educate!在深入，發(fā)射前美國(guó)研究的目標(biāo)之一（男子1824歲）表明，教育是關(guān)鍵，產(chǎn)品增加購(gòu)買動(dòng)機(jī)。這項(xiàng)戰(zhàn)略是激發(fā)和培養(yǎng)！ Unilever39。s AXE marketing team wanted consumers to be excited about something new。 to see, hear, and interact with AXE ，看到，聽(tīng)到和斧子互動(dòng)無(wú)處不在。 An allinclusive national launch was 。 Two sets of ads were created: the first ad used a mannequin, which educated consumers about product ：第一個(gè)廣告用的人體模型，其中受過(guò)教育的消費(fèi)者對(duì)產(chǎn)品的使用。 The second ad used humor by showing the emotional and social benefit of smelling good and impressing 和令人印象深刻。 With the target in mind, AXE used nontraditional channels to build excitement for ，心，斧子使用非傳統(tǒng)渠道，建立消費(fèi)者興奮的。 Consumers saw AXE everywhere in movie theaters, bars, on Web sites, instore TVs, radio and on television. A huge sampling program acpanied the launch in movie theaters and on college 中，酒吧，在網(wǎng)站上，店內(nèi)電視，電臺(tái)和電視臺(tái)。一個(gè)巨大的抽樣方案陪同劇院推出的電影和大學(xué)校園。 Instore activities increased interaction with 。 AXE Angels (models in AXE tshirts) traveled by bus (the casting coach) in search of The Next AXE Guy. The AXE craze was ignited with thousands of young men on college campuses, in stores and on the （襯衫模型在斧子的T ）搭乘巴士（下稱“鑄造教練”）在“尋找”下一個(gè)斧頭蓋伊。熱潮被點(diǎn)燃的斧頭與數(shù)千大學(xué)校園里的年輕男性，在商店和街頭。 They wanted to be part of the AXE effect and get the “斧頭牌”，并獲得了女孩。 Results 結(jié)果 o The launch was a 。 AXE rocketed into the US market, starting strong and never looking ，開(kāi)始強(qiáng)勁，永不回頭。 By Dec 2004, Axe had reached an % dollar share ($154MM million。 2004 YTD, through October) of the antiperspirant/deodorant ，％的市場(chǎng)份額（$ 154毫米萬(wàn)元，2004年初至今，通過(guò)10月止汗）的/除臭劑市場(chǎng)。 AXE leads the newly created deodorant bodyspray category with an 85+% dollar ％的市場(chǎng)份額+新創(chuàng)建的類的除臭劑bodyspray。 In Q3 2004, Axe was the 1 male antiperspirant/deodorant with a 10+% dollar ，阿克塞是＃1美元的比例與男性antiperspirant/deodorant 10 +％。 o Research conducted since launch indicates that AXE39。s brand awareness and trial have continued to grow ，斧子的品牌知名度和審判繼續(xù)大幅增長(zhǎng)。 Its TV ad awareness scores were well above the average for new product 。 o Since launch, the AXE Web site was visited by over 7 million consumers and enjoyed increased consumer ，斧頭牌網(wǎng)站訪問(wèn)量就達(dá)到700多萬(wàn)消費(fèi)者增加消費(fèi)，并享有轉(zhuǎn)介。 o Online involvement, intensive viral ads plus chat room activity had consumers talking about AXE their favorite fragrances, the AXE effect, their experiences in the mating ，加上密集的病毒廣告聊天室的活動(dòng)已談?wù)撓M(fèi)者斧子 他們最喜愛(ài)的香水時(shí)，斧頭牌效應(yīng)，交配游戲中的經(jīng)驗(yàn)。 For instance, dozens of bloggers were intrigued by the Pitman antiperpsirant deodorant print campaign, chose to write about it, and referred over 100,000 consumers to the Axe website to play the game and try to get a ，博客數(shù)十人好奇的必文反perpsirant除臭劑平面廣告上，選擇它寫下來(lái)，并提到了10萬(wàn)消費(fèi)者的斧網(wǎng)站玩游戲，并得到一個(gè)鑰匙圈。 o The AXE Mannequin became a product 。 Articles in Star magazine and the New York Post, for instance, showed Quinn hanging with celebrities, such as Jessica Simpson and Nick Lachey at Outkast39。s postGrammy ，因?yàn)椋省翱颉钡鹾湍峥薒achey與名人，例如杰西卡辛普森在流浪者合唱團(tuán)后的格萊美黨。 Quinn was also the celebrity photographer on 。 o AXE munication has won many awards, including a gold Effie award, Brandweek39。s Guerrilla Marketer of the Year, a Cannes Cyber Silver Lion and two print silver ones, and numerous promotional and PR ，其中包括黃金艾菲獎(jiǎng)，Brandweek的游擊營(yíng)銷的一年，戛納電影節(jié)銀獅獎(jiǎng)和兩個(gè)數(shù)碼印刷銀的，和許多宣傳和公關(guān)的承認(rèn)。 o Since its launch in August 2002, AXE has been joined by five similar new products in the men39。s deodorant ，斧頭牌已加入了由5個(gè)類似的除臭劑類新產(chǎn)品在男子。 CONCLUSION 結(jié)論 Whichever creative approach an advertiser chooses to use, a bond must be formed with its ，必須形成一個(gè)鍵與它的消費(fèi)者。 The advertising that creates this bond must change or maintain an attitude, build a brand39。s image and persuade consumers to ，打造一個(gè)品牌的形象，說(shuō)服消費(fèi)者購(gòu)買。 Of course, it is the marketer39。s responsibility to provide consumers with products of the highest quality so that a continued relationship is ，這是營(yíng)銷人員的責(zé)任，維護(hù)消費(fèi)者與提供產(chǎn)品的最高質(zhì)量，使持續(xù)的關(guān)系。 These case studies demonstrate how effectively advertising persuades consumers, either by making a case for changing their attitude about a social condition/cause, or by giving consumers a reason to take action and purchase a product or ，無(wú)論是產(chǎn)品的情況下作出的態(tài)度改變他們對(duì)社會(huì)條件/原因，或給消費(fèi)者一個(gè)理由來(lái)采取行動(dòng)，購(gòu)買。 Copyright 169。 2005 169。 2005阿英法。 All rights 。 6 / 6