【正文】 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(diǎn)，用于解決戲劇張力。 Even the product itself is carefully woven into the story so as not to ，以免破壞。ll see are simple, dramatic stories played out by ，戲劇性的故事展現(xiàn)出來的字符。 Also, by tapping into consumer insights, a relevant bond is made with the ，通過債券進(jìn)軍消費(fèi)者洞察，是由有關(guān)的觀眾。s advertising 。 Hallmark takes a product that is inherently emotional and focuses on this benefit in its ，內(nèi)在情感和廣告集中于它的這項(xiàng)福利的研究。 Emotional advertising is much more indirect in its 。 feeling 。 It tells them about the benefits of the product and why they should buy ，他們?yōu)槭裁匆?gòu)買它。 Rational persuasion taps into consumers39。 Today, Pantene remains the number one hair care brand around the world and the third most profitable brand for Pamp。G proved to be a highly successful and profitable ，證明是非常成功和盈利的努力。s Relaxed and Natural product became the 1 brand in the African American haircare ，經(jīng)過7個(gè)月的市場(chǎng)，潘婷的放松和自然產(chǎn)品成為第一品牌在非洲美國(guó)護(hù)發(fā)市場(chǎng)。G39。一年后，一個(gè)市場(chǎng)上，第一次審判數(shù)量增長(zhǎng)了5倍，重復(fù)購(gòu)買次數(shù)增加了320％。 Despite the formidable challenges stated above, Pamp。 Additionally, Pantene Relaxed and Natural would not be found in the ethnic haircare ，潘婷輕松自然不會(huì)出現(xiàn)在民族護(hù)發(fā)過道。G found that African American women preferred to buy products made by African American owned panies and by panies that gave back to the African American ，非洲裔美國(guó)人社區(qū)的婦女傾向于購(gòu)買美國(guó)產(chǎn)品由非裔美國(guó)人擁有的公司，由公司給予回到非洲。 Issues of credibility, brand loyalty, and distribution presented serious marketing challenges in reaching the target consumer ，品牌的忠誠(chéng)度，并提出了目標(biāo)消費(fèi)群分布的嚴(yán)重挑戰(zhàn)，在實(shí)現(xiàn)銷售。 While Pantene had experienced sustained success worldwide, Pamp。 In 2003, Pamp。G relaunched the Pantene brand around the world, focusing on a global strategy, with local executions due to marketplace conditions and petitive activity from country to country. Pantene experienced nearly 10% growth globally that year via a new endbenefit product lineup touting: Achieve the look you want with new customized collections (Smooth, Volume, Curls, Color), with local advertising executions meeting local needs depending on the ，寶潔重新推出世界各地的潘婷品牌，戰(zhàn)略重點(diǎn)在一個(gè)全球性的。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(jìng)爭(zhēng)環(huán)境中日益在商店附近。 Two years later it was still leading in 78 countries and by 1998, it was the leading shampoo in 90 countries with worldwide sales of well over $1 billion, thanks to a carefully researched creative strategy and the persuasive power of ，它仍領(lǐng)先于78個(gè)國(guó)家，到1998年，它是領(lǐng)先的洗發(fā)水10億美元以及與世界各地90多個(gè)國(guó)家銷售，由于精心研究的創(chuàng)新戰(zhàn)略和廣告的說服力。 The second mercial is a montage with quickcuts of executions from European and Asian 。 o United Kingdom: demonstrated product efficacy via the hair root ：展示示范產(chǎn)品功效根通過頭發(fā)。 o France: dramatized the vitamin capsule ingredient story。 o Taiwan: dramatized the endresult the shine (a very powerful end benefit in this part of the world)。s hair。 There were four lead countries in the 1990 。 Next, the product39。 First of all, after identifying that Hair So Healthy It Shines would be the central strategic product benefit that would be meaningful around the world, Pamp。 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(jí)，“頭發(fā)這么健康的光芒。 o Provitamin formulation provided real support for 。 o Women considered their own hair 。研究結(jié)果，世界上編制了從市場(chǎng)上的領(lǐng)導(dǎo)寶潔假設(shè)，健康的定位可能專營(yíng)權(quán)的基礎(chǔ)上提供服務(wù)的一個(gè)新的，全球的頭發(fā)。 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。G39。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(jià)。 PANTENE The Evolving Approach to a Global Brand潘婷 不斷進(jìn)化的途徑，以一個(gè)全球品牌 In 1990, Procter amp。 CASE STUDIES案例研究 The following actual case studies demonstrate four advertising success 。 When product sales decline, one of two factors is usually to blame: 1) consumer dissatisfaction with the product or 2) the advertising has gotten ，通常是責(zé)備兩個(gè)：1）消費(fèi)者不滿的廣告與產(chǎn)品或2）已變得陳舊。持續(xù)不斷的研究對(duì)象是消費(fèi)者之間進(jìn)行評(píng)估和檢查廣告是否是溝通的策略，以及是否喚起所需的動(dòng)作。 Must be relevant to the target audience to drive the 。s attention?什么（單數(shù)）認(rèn)為/，相信消費(fèi)者的生命，品牌的感覺，假設(shè)類的希望，夢(mèng)想，期望，擔(dān)憂，文化信仰等，會(huì)造成強(qiáng)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 be