營銷和銷售之 策劃廣告活動　Creating an Advertising Campaign

營銷和銷售之 策劃廣告活動　Creating an Advertising Campaign

如何在鋪天蓋地的廣告世界里贏得消費者青睞？如何讓消費者對你的廣告詞回味良久（catchy），感受到一個品牌的可信力（credibility）？如何讓消費者在同一種產(chǎn)品的不同品牌間回憶起你的廣告詞而頓生掏腰包的沖動？這一節(jié)我們將了解一個好的宣傳廣告誕生的過程。

了解消費者

一個成功的廣告策劃的第一步是研究客戶調(diào)研報告（customer research）。你需要理解你的產(chǎn)品的最主要消費者（most profitable customers）對于你的產(chǎn)品和服務(wù)的價值取向（the value of your product or service）。他們覺得你的產(chǎn)品比別的競爭對手的產(chǎn)品好在哪里？你怎么想并不重要，關(guān)鍵是客戶是怎么認為的。了解了消費者對你的產(chǎn)品的認知角度，這個時候再開始準(zhǔn)備你要發(fā)展的信息。

⊙Our main demographic is women aged 25～40.我們主要的目標(biāo)人群是25～40歲的女性。

⊙The values of our target group are……

我們的目標(biāo)群體的價值取向是……

⊙Our most profitable customers aren't going to go for……我們最主要的消費者是不會選擇……

⊙I'm tossing around a few new ideas for our marketing campaign.我正在考慮一些新的有關(guān)市場推廣活動的想法。

組織信息

這里所謂的“信息”指的是你的廣告想要表達的。你的客戶在意價格、質(zhì)量，還是樣式設(shè)計？通過廣告你要表明經(jīng)濟實惠、質(zhì)量上乘、樣式新穎等信息?？傊褪菍⒖蛻舻膬r值取向反饋回去（reflect that value back）。

⊙I think we should focus on the quality of the brand.We effectively appeal to customers who are looking for luxury at economy prices. Our targetcustomers care about the value they get for their money.

我覺得我們應(yīng)該突出品牌質(zhì)量，有效地吸引那些希望以實惠的價格買到高檔貨的消費者。我們的目標(biāo)人群要的是物有所值。

⊙We need to work the cool angle.How much‘a(chǎn)wesomeness’can we fill a 30 second television spot with?We don't need to focus on rational explanations of why our product is better. Our audience is adolescent boys.They care about cool.

我想我們應(yīng)該把著力點放在“酷”的角度上。30秒的電視廣告中能體現(xiàn)多少精彩之處？我們沒有必要清楚解釋為什么我們的產(chǎn)品更好。我們的受眾是青春期男孩，他們要的是酷。

評估

你可以通過你自己的品位或角度來判斷廣告是否與你的關(guān)鍵信息同步（in sync），也可以邀請具有典型性（fit the profile）特征的消費者來評價你的廣告：他們明白了嗎？他們理解你要說的嗎？他們信嗎？他們是否更好地了解了產(chǎn)品？對和他們一樣的消費者有吸引力（appeal to）嗎？

⊙What do you think of our new slogan?你覺得我們的新口號怎么樣？

⊙The new advertising jingle is very catchy.我們新的廣告詞朗朗上口。

⊙What do the sales numbers look like after we started the new campaign?我們開始新的廣告宣傳活動之后銷售數(shù)據(jù)顯示如何？

⊙Are we appealing to our target audience?

我們對我們的目標(biāo)受眾群有吸引力嗎？

⊙What percentage of our demographic are we reaching?

我們達到的受眾百分比是多少？

⊙Is it clear what we're trying to say with this ad?這廣告把我們想要表達的說清楚了嗎？

⊙What kind of response did we get from the focus group?Did they like it?我們從調(diào)查人群得到的反應(yīng)如何？他們喜歡嗎？

⊙30%of those surveyed said that they would buy our product.10%thought the ad was too strong. 25%just didn't seem to click with our message.

30%的受訪人群表示他們會買我們的產(chǎn)品，10%表示廣告言過其實，25%看上去對我們的信息沒有興趣。

調(diào)整

了解客戶的反饋，并根據(jù)需要做相應(yīng)的調(diào)整。

⊙I think we're getting our message across.我想我們正在傳達信息。

⊙Looks like we need to go back to the drawing board！看上去我們需要從頭再來了。

⊙I don't think this says what we want it to say.To me, it seems to be missing something.

我覺得它沒有說明我們想說的。我感覺好像少了什么。

A：What kind of changes should we make?

B：Based on the results of our test run, we need to focus more on the credibility of our product. I think if we added an expert opinion or some kind of endorsement from a trusted source, we could make this advertisement much more effective.

A：我們要做什么樣的變動呢？

B：根據(jù)試銷的結(jié)果來看，我們需要著重宣傳產(chǎn)品的可靠性。我想我們可以增加一個專家的評論或者某公信部門的批注，這樣可以讓廣告更有效力。

總結(jié)

聲嘶力竭的鼓吹只能讓消費者望而卻步，好廣告的關(guān)鍵是“投其所好”，說到消費者的心坎上。你需要深度了解你的產(chǎn)品和服務(wù)在消費者心中的感覺和印象，對于消費者的要求和價值取向能夠做到換位思考。

Words　單詞表

adolescent青春期的

audience觀眾，聽眾，讀者

awesomeness精彩之處

catchy易記住的，朗朗上口的

credibility可靠性，公信力

demographic人口的，人口統(tǒng)計的

effectively有效地

jingle（精致押韻的）廣告詞

percentage百分比

profitable有利的，有益的

rational理性的，理智的，合理的

slogan標(biāo)語，口號

suffice足夠，合格

survey調(diào)查，調(diào)研

tweak調(diào)整，調(diào)解

Phrases　短語表

appeal to呼吁，懇求，要求

at this point在這一點上

go back to the drawing board從頭開始

bottom line底線

based on基于，以……為基礎(chǔ)

clickwith（sth/sb）（某物/某人）受歡迎

focus group調(diào)查人群

get stuck in sb's head牢記住，留在某人腦海中

hard to tell很難說

get what we want out of sth從某事物中獲取我們所需的

go for sth努力獲取，追求

I've got to admit……我得承認……

new and improved煥然一新的

show up in出現(xiàn)在

target audience目標(biāo)人群

work……angle從……角度著手

test run試銷

實景對話1

A：“New and Improved”?What kind of a slogan is that?

B：What do you think of our new slogan?Do you like it?I think the new advertising jingle is very catchy.

A：Well, I've got to admit the jingle is catchy……it gets stuck in your head so easily, so that's a good thing. But I don't like this slogan.I don't think it's helping us to get what we want out of our advertising campaign.Are we appealing to our target audience?What percentage of our demographic are we reaching?

B：Well, it's hard to tell exactly at this point……

A：What do the sales numbers look like after we started the new campaign?

Are they up?That's how you know if an advertising campaign is successful, after all. It will show up in the bottom line.What kind of response did we get from the focus group?Did they like it?

B：30%of those surveyed said that they would buy our product. 10%thought the ad was too strong. 25%just didn't seem to click with our message.

A：If they didn't click with our message, that means we've got to go back to the drawing board. Who's our audience?What do they value?

B：I think we need to work the cool angle. How much‘a(chǎn)wesomeness'can we fill a 30 second television spot with?We don't need to focus on rational explanations of why our product is better. Our audience is adolescentboys.They care about cool.

A：“煥然一新”？那是什么口號？

B：你覺得我們的新口號怎么樣？喜歡嗎？我覺得我們的新廣告詞朗朗上口。

A：啊，我得承認這廣詞是很吸引人……很容易讓人記住它，所以挺好的。

但是我不喜歡這個口號。我想它無法幫助我們從宣傳活動中獲取我們所期望的。我們對我們的目標(biāo)受眾有吸引力嗎？我們達到的受眾百分比是多少？

B：啊，在這點上很難說清楚……

A：在我們開展新的宣傳活動后的銷售數(shù)據(jù)是多少？有提升嗎？總而言之，那才是你確定廣告宣傳是否成功的依據(jù)。它將在底線的對比上顯示出來。我們從調(diào)查人群得到的反應(yīng)是什么？他們喜歡嗎？

B：30%的受訪人群表示他們會買我們的產(chǎn)品，10%表示廣告言過其實，25%

看上去對我們的信息沒有興趣。

A：如果我們的信息不受他們的歡迎，這就意味著我們得從頭再來。我們的受眾是誰？他們的價值取向是什么？

B：我想我們應(yīng)該把著力點放在“酷”的角度上。30秒的電視廣告中能體現(xiàn)多少精彩之處？我們沒有必要重點解釋為什么我們的產(chǎn)品更好。我們的受眾是年輕人，他們要的是酷。

實景對話2

A：What do you think about our advertising campaign?Is it clear what we're trying to say with this ad?

B：I don't think this says what we want it to say. To me, it seems to be missing something. Our main demographic is women aged 25～40.The values of our target group are economy, value, comfort, convenience, simplicity……

A：I think we're getting our message across……maybe we do need to tweak it a little bit. Our most profitable customers aren't going to go for somethingthat doesn't appeal to their values, but I don't think this ad is that far off.Maybe just a few small changes would suffice.

B：What kind of changes should we make?

A：Based on the results of our test run, we need to focus more on the credibility of our product. I think if we added an expert opinion or some kind of endorsement from a trusted source, we could make this advertisement much more effective.

B：I think we should focus more on the quality of the brand. We effectively appeal to customers who are looking for luxury at economy prices. Our target customers care about the value they get for their money.

A：你覺得我們的廣告宣傳怎么樣？把我們想要表達的說清楚了嗎？

B：我覺得它沒有說明我們想說的，感覺好像少了什么。我們的主要人群是年齡在25～40歲的女性。我們的目標(biāo)受眾的價值取向是經(jīng)濟、價值、舒適、方便、簡單……

A：我想我們正在傳達信息……也許我們真的需要做相應(yīng)的調(diào)整。我們的消費者不想要不符合他們價值取向的東西，但是我覺得我們的廣告并沒有離題太遠。也許只是一些小小的變動就足夠了。

B：我們要做什么樣的變動呢？

A：根據(jù)試銷的結(jié)果來看，我們需要著重宣傳產(chǎn)品的可靠性。我想我們可以增加一個專家的評論或者某公信部門的批注，這樣可以讓廣告更有效力。

B：我覺得我們應(yīng)該突出品牌質(zhì)量，有效地吸引那些希望以實惠的價格買到高檔貨的消費者。我們的目標(biāo)人群要的是物有所值。