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国际4A 广告公司之所以能长盛不衰,除了能为客户提供更优质的广告服务外,往往还有一些标志性的东西在业界广为流传,成为其公司独有的“品牌标识”。譬如说到奥美,我们会想到奥格威先生以及360度品牌管理;说到达彼思,就想到经典的“USP”理论;说到萨奇,就想到实力媒体在中国媒介代理领域的领先地位;说到电通,就会想起它在广告公司中“全球营业额最高”的光荣桂冠,以及它为中国广告教育界所做的贡献。麦肯呢?麦肯的“品牌标识”是什么?我们会想到它为可口可乐等国际品牌所做的成功推广,还有莫康孙先生多年来对华人创意圈的言传身教等等。近日,正值麦肯庆祝全球百年华诞之际,在坚持不懈的“挖掘”下,记者又有幸了解到了麦肯全球通行的一套内部操作方法——消费者生活形态调查模式“PULSE”:
International 4A advertising companies have been able to endure, in addition to providing customers with better advertising services, there are often still some of the landmark things widely circulated in the industry, as its unique “brand identity.” For example, when we talk about Ogilvy, we think about Mr. Ogilvy and 360 degree brand management. When we come to Bates, we think of classic “USP” theory. When we talk about Saatchi, we think of the leading position of strength media in the field of media agency in China When it comes to China Telecom, it remembers its glorious title of “the highest global turnover” in advertising agencies and its contribution to the education industry in China. What is McCann Erickson? What is the brand identity of McCann Erickson? We think of the successful promotion made by international brands such as Coca-Cola, as well as Mr. Mo Kai Sun’s teachings on Chinese creative circles for many years. Recently, when McCain celebrated the 100th anniversary of the world, under the unremitting “digging”, the reporter was fortunate enough to have learned about McCann’s global practice of “PULSE”, a survey mode of consumer lifestyles: