脑白金广告研究大纲

The abstract of naobaijin advertising research,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,The abstract of NAOBAIJIN advertising research,脑白金,广告研究大纲,THE ABSTRACT OF NAOBAIJIN ADVERTISING RESEARCH,前言,以消费者为核心进行规划是其广告成功的基本原因。,密集式广告投放是脑白金广告运作根本原因。,其充分运用了中国老百姓崇拜权威、尊敬老人、爱面子、求时尚、追随大众潮流心理。,在广告策划方面，软文操作开创了中国企业竟相刊登软文的先河。,媒体在策划脑白金的关键人物出台后，加大了对脑白金产品及广告的批判力度，影响了脑白金销售业绩。,脑白金广告研究大纲目录,一、脑白金广告运作,模式,二、脑白金广告策划,三、脑白金广告运作的强势和弱势,四、脑白金品牌分析,一、脑白金广告运作模式,销售,密集广,告投放,产品特征：,价格较高,成本低,需求弹性大,送礼、营,养保健,过10亿的目标消费群,刺激,需求,认知,并产生,需求,购买,行动,资金,支持,二、脑白金广告策划,市场定位策略,目标消费群定位策略,广告定位策略,广告策划,广告创意与表现策略,媒体策略,市,场,定,位,市场定位策略双管齐下,加,深,睡,眠,改,善,肠,胃,孝,敬,父,母,的,时,尚,礼,品,送,脑,白,金,有,面,子,保健品,礼品,核心,诉求点,核心,诉求点,全国12.8亿人口,目标消费群,定位策略泛细分,礼品市场,（家庭、,企业、,机关）,保健品市场,（至少7.5亿中,老年人）,交际活跃的中年人、50岁以上的退休老年人，最保守数字也有1.5个亿。,目标消费群消费特征,中国老百姓对,“,神秘性事物,”,辨别不清时，,极易信任,“,科学,”,、,“,权威,”,、,“,专家,”,的言论。,中国人,重,“,孝,”,道,，而,“,孝敬爸妈,”,一般也以送营养保健品为主。,在民间，逢年过节主客双方互送礼品，实质上,送的还是,“,面子,”,。,目前事业处于上升阶段、消费能力强劲的中青年人群，社会应酬多，,“,送礼,”,需求最为旺盛。,中年人社会压力大，老年人肠胃不好是中国人普遍存在的问题，中老年人都有,加深睡眠、改进肠胃,的需要。,家庭独生子女越来越多，只要保健品,效果好,，父母就愿意购买。,广告定位策略中国式USP,脑白金广告采用的是USP策略，即开始时“送礼”概念的强势灌输，后来采用“功效”特点集中展开诉求。,今年孝敬咱爸妈、送礼还送脑白金,今年过节不收礼，收礼还收脑白金,脑白金，请广大市民作证,有效才是硬道理,脑白金加深睡眠、改善肠胃,保,健,品,礼,品,广,告,语,广,告,语,广告策划随需应变,启动期,成长期,以报媒、小册,子、传单、户,外广告为主导，,以终端广告相,辅助。,报纸、电视广,告成为主要媒,体组合方式，,赞助活动、各,种形式广告战,全面拉开。,炒作与产品相关的新奇、另类、,热点事件，借势宣传脑,白金的神秘特点,，引发轰动效应，带动产品销售。,广告创意与表现返主流而行之,广告人评价：没有创意、恶俗、画面缺乏美感，产,品销售不错。,媒介人评价：影视太俗气，没品位；平面广告虚夸,性质严重。,老百姓评价：有点搞笑、王婆卖瓜，自卖自夸；效,果一般。,与好创意相反的广告容易形成,“记忆点”,，同样达到了,印象深刻,的效果。,报纸、网络、广告人以及消费者对脑白金广告形成争论，结果,间接扩大,了脑白金品牌的,知名度,。,媒体策略无缝广告覆盖,报,纸,电,视,网,络,以理性诉求为主，强调产品权威、科技含,量高、效果好；,以感性诉求为主，强调送脑白金有面子，,体现孝道，大家都喜欢买它送礼。,以产品起源、功效为主，配以“销售火爆”,等新闻，制造供不应求的热销产品景象。,其,他,如宣传手册、墙体广告、车身广告、推拉,广告、POP、DM以及传单等。,媒体整合,硬广：培养忠,诚消费者；,关键词：科,学配方，中国,营养学会，,国家高,新技术企业,（GMP）等。,软文：主攻,潜在消费者；,关键词：专,家、学者、,科学、权威、,脑白金体、,实效等。,电视：主打家庭妇女、,青少年；,关键词：送礼、过节、,效果好等。,新闻：树立权威效应、,提高产品美誉度；,关键词：营养学会、,科学、专家等。,三、脑白金广告运作的,强势,与,弱势,广告是把双刃剑，强势广告铸就强势品牌，当产品走向高速发展期后，品牌的维护工作没有相应的跟上，品牌弱势积累的危机就很容易爆发出来。,媒体对脑白金广告策划人和脑白金的“质疑兴趣”，也缩短了产品的成熟期。,脑白金广告运作的,强势,广,告,资,金,根据市场态势不断进行策划,“送礼”概念、脑白金概念+软文广告,媒体分合整合无缝覆盖策略,销售,脑白金广告运作的,弱势,史玉柱复,出风波,脑白金广,告的俗气、吹,嘘性等问题长期,没有得到有,效解决,媒体争,议性报道,降低美誉度,扩大知名度,四、脑白金品牌分析,脑白金品牌忠诚度分析,脑白金品牌建设分析,知名度100%,青春宝,太太,美,誉,度,100%,A,（8.2，3.3）,B,（7.8，5.3）,C,（5.2，7.2）,D,E,F,脑白金品牌含金量分析,品牌含金量计算结果：太太S,BOE,青春宝S,COF,脑白金S,AOD,（图中品牌的坐标与原点O构成的面积便是品牌含金量。）,脑白金品牌建设分析,维持既定产品市场定位，改进广告创意与表现，提升美誉度。,做好媒介、政府公关工作，当前品牌核心策划任务是尽量减少关键人物的媒体曝光率。,赞助社会公益活动、重大赛事，提升品牌形象。,尽量客观、实事求是的宣传产品，避免让媒体抓住话题把柄，最大限度的减少媒体负面报道频率。,在品牌进入衰退期时，单一品牌衍生新产品的可能性非常小，所以营销策划创新才是脑白金品牌复苏的关键，这样产品进入下一轮生命周期的时间会更快。,谢 谢 聆 听 ！,THANKS A 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