How can a cold critical momentSilver was the Philippine Sea King advertising strategy and adver.docx

How can a cold critical momentSilver was the Philippine Sea King advertising strategy and adver.docx

《How can a cold critical momentSilver was the Philippine Sea King advertising strategy and adver.docx》由会员分享，可在线阅读，更多相关《How can a cold critical momentSilver was the Philippine Sea King advertising strategy and adver.docx（11页珍藏版）》请在冰点文库上搜索。

HowcanacoldcriticalmomentSilverwasthePhilippineSeaKingadvertisingstrategyandadver

‘Howcanacoldcriticalmoment’-SilverwasthePhilippineSeaKingadvertisingstrategyandadvertisingcreativelanguageInterview

Interviewees:

JianYe（PhilippineSeaKingSilverwascreativedirectorofad）

Interviewby:

CUIQing（‘ChinaAdvertisingSloganRecord’Editor）

Theoriginsofcreativity

Cui:

PPAEventforthesilverwasthePhilippineSeaKingtoenterthemarkethaveanyeffect?

Ye:

PPAeventoccurs,wearestilldoingtheShenzhenNeptunusinternalresearch,isintheSeaKinghasjusttakenovertheearlystagesofbrandplanning,butalsodidnotinvolveaspecificproductpromotion,sowaitforustopromotethePhilippineSeaKingwasatimewhensilver,PPAEventtheimpactofbasichasgonecoldmedicineforhigh-pricedmarket,asContacquitandstayoutofthemarketisstillthere,butstilllostthePhilippineSeaKingSilverwasthefirstopportunityforreactiontime,shouldbeapity.

Cui:

AtthattimesilverwasthePhilippineSeaKingWhatisthepositionofconsumers,whywasthislocation?

Ye:

NameofthePhilippineSeaKingwascalledsilverpairsofflutterpseudoephedrinetablets,ingredientsmainlyparacetamol,pseudoephedrinehydrochloride,andchlorpheniramine,themainfunctionistoquicklyliftavarietyofearlycoldsymptoms:

stuffynose,runnynose,sneezing,fever,headache,andsoon,wehavecarriedoutitsmarketpositionis‘fast’,buttoapprovethisappeal,itisverydifficult,andfinallyexaminationandapprovalprocess,andthepursuitofrapidtreatmentofcommoncoldofpeoplewhatkindofcrowd?

Iscertainlythepursuitofefficiency,andonlythepursuitofqualityoflife,peoplewouldbethepursuitofefficiency,andonlytheworkofbusypeoplewillpayattentiontotheefficiencyofthePhilippineSeaKingsilverwerethetargetpopulationofpeople18to-40-year-oldupper-middleincome,thepursuitofhobbies,andwanttolivefullofchanges,andbeabletobreakwithtraditionandtrynewthings,havetheirownideasadvocatedayoungmind.

Choi:

Itwasacoldmedicineonthemarketarethoseads,andcreateyouradshaveanyeffect?

Ye:

Ididalotofcoldmedicinesonthemarketofadvertising,suchas‘whitewithblack’appealistakenisnotsleepyduringtheday,KangBetraderisthechiefsellingpointisthecombinationofwesternmedicine,contacdemandissustained-releasecapsules.Ofcourse,weareunderpressure,andtogobeyondthem.BecauseoftheaftermathofPPA,then999,Tylenol,KangBetraderbrandsstillintherunningtherearesomeoffensive.Theperformanceofstrategiesfromanadvertisingperspective,eachbrandhasitsownappealarguedthatthePhilippineSeaKingSilvermaytrytoavoidattheoutset,theconceptandtheperformanceofotherbrandsofduplicationoroverlap,tomakeauniqueandeye-catchingperformancetofromthepilesThecoldmedicineadbreakthrough,triggeringthefullattentionofconsumers,thisisouroriginalideaofthebasicrequirements,fromthelatereffectsofview,weaccomplishedthisgoalverywell.

Domesticcoldmedicinemarketisfiercelycompetitive,someproductshavegoodmarket-based,alotofbrand-nameproducts.Accordingtoauthoritativestatistics,Chinesecoldmedicinein2001thetotaltelevisionadvertisingand23.8million,thebiggestofalldrugadvertisingtop.PPAincidentofdomesticmarketshareofcoldmedicinetore-shuffle.Theestablishmentofauniquesellingpoint!

StudyofthePhilippineSeaKingSilverwastheproductfeaturesandfoundthatsilverwasthePhilippineSeaKingcharacterizedbyacoldthefirstis‘fast’,especiallyfornasalsymptoms.Adperformancetoseizethe‘criticalmoment’-‘acriticalmoment,howcanthecommoncold’-becauseitis‘criticalmoment’,acoldthatIhavetofastrule.Eachcriticalmomentaretherequirementsofacoldfaster,butthepatientdidnotshowtheimageofacold,Iheard‘ahowe’willaccountforaclearpicturecoldconditions,bothexpressedtheurgentneedforcoldmedicine,butalsothereisnosuspicionoffoul.

Coldmedicineisafairlylargemarket,becauseofthevariabilityinextremelycoldvirushasnotbeeneffectiveindiseaseprevention,itwouldhavebeendemandforcoldmedicine.Butthecoldmedicineisalsoaverycompetitivemarket,largemarket,andspaceislarge,andalsomorecompetition.PPAAftertheincident,Contaccoldmedicineandsomeothergiantswithdrawfromthemarket,themarketencounteredabiggap.

Marketresearchreporttellsus:

85%ofpeoplecoldonceayear.Perhapsitisbecauseacoldistoopopular,perhapsevenmoreimportantinlifetherearemorethingswaitingforcare,influenzahasnotbeentakenseriously,especiallyinChina,acoldstillwork,stilltravel,fewpeoplebecausethecommoncoldandthesmalltakeleave,unlesstheyarebedriddeninfluenzainthedomesticcoldWearenevertreatedasarealdisease.

Onceacoldhowtodo?

Therearetwoattitudes:

totakemedicine,ordonottakemedicine.Advocatesmusttakemedicationsquick.Ifyoudonotcareaboutspeed,youwaitaweektodisappearnaturallycoldchanting,whymedicine?

Boilboilrightover.

Advertisingcreativeprocess

Choi:

Fastisakindofadvertisingcreativity,orfortheBankofPhilippineproductshavethecharacteristicsofdemand?

WhywouldanyonegetintothePhilippineSeaKingsilverspotsofadvertisingappealsto‘fast’on?

Ye:

‘fast’istheproductpositioning,butalsotheconceptofacommodity,howto‘fast’conceptintotheperformanceofcreativepeople,themaintask,Iwouldlikewhoneed‘quick-fixflusymptoms?

‘,’Whatarethesymptomsthattheymostwanttosolveit?

‘‘Underwhatcircumstancesneedtoquicklyresolvesymptomsofacold?

‘Inthequalitativediscussion,wefindthattheearlysymptoms,sneezing,isverycommon,butalsothemosteasilyoverlooked,insneezing,takingcoldmedicinewhenthebest,thefastesteffect,butalsointhepresenttheperformanceofcoldmedicine,itisalsonottoshowthesymptomsofsneezing,asmostareheadache,fever,stuffynose,runnynose,coughandothersymptoms-based,suchasContac-arunnynose,easytowearFen-fever,Tylenol-fever,whitewithblack-acomprehensivesolutiontosymptomsofflu,sneezingisadramaticsymptoms,startingwiththeuniquesymptomsstarttocreateadramaticexpression,isacauseofconcerntobrandthebestmeans.

ThekeyistohighlighttheproductfeaturesNeptunus.BankofthePhilippineSeaKingwascharacterizedbyanearlytreatmentisacold,quick.Inmarketresearch,wefoundthatearlytreatmentinthecoldprocess,theirownpeopletobuymedicineaccountedfor80%,thistimeadoctorhasnotyetinvolvedinthecourseoftreatment,dependingonthepatientrestsentirelywiththehands.

Intheearlystageofwriting,intendedto‘fast’conceptsandproductsassociatedwith,andincreaseproductdramatically.Wehaveproducedaseriesofideas,birthdayarticles,lotteryarticles,shavedarticles.WehavethePhilippineSeaKingSilverpositioningofpeople18-35yearsold,young,andcanacceptamoreexaggeratedadvertisingcreative.Effectistheimpactofdeepandunique.

Cui:

‘SeaKingSilverwasthePhilippines’advertisingcreativeprocess,whatthedifficultiesencounteredinthecriticalmoment,thevisualexpressionofhowtoachieve?

Ye:

Indeterminingtheperformanceoftheearlyadvertisingasacreativepointoforder,aftersneezingontheperformanceoftheconceptintothehairlikealotoftimestheperformanceofcreativeconceptandtechniqueofexpressionarealsoout,andhowtofindagreatcreativeconcept,Uniqueeye-catching,andmakestheperformanceofacontinuityofthebrand?

Thiswasmyownrequest.

FromreceivingthesilverwasthecaseofthePhilippinestomakeadstocommercialsproducedtheperformanceofatotalof25daysontheused,almostdayandnightatwork:

visitthemarket,consumerdiscussion,competition,datacollection,developmentofmarketingstrategy,researchinnovationstrategy,approvingdrugads,almostalotofprocessesarealternatelycarriedout,formeisalsoaverymemorableandpreciousexperience,thesayinggoes‘workingslowlyanddeliberately,’norisitthattherewillsoonbeoutofworkisnotskilledwork,andIthinkourteam’sexperienceatthattimedidaverygoodperformance,butalsooneuntilnowwhenitcomestothatcooperation,wehaveremembered,Ifeelcherished.

Ialsowenttothemiddleofthefieldmissions,whichalmostalwaysberegardedasaluxuryoftheirown,andonthetrain,withtherhythmofthetrain,tensiononthemoodsuddenlyrelaxed,andmanyoftheideasareslowlychangingSmart,andinthesoftsleepercarriages,theoppositesidesatatalkativeoldprofessor,allofasudden,theoldprofessorreadnewspapersplayedaloudsneeze,andthenhitone!

Newspapers,whichhebrokeabighole!

!

Isawabigholethroughtheawkwardexpressionofaprofessor.Iwasfullofbrainsareconsideringhowtofindagoodformofexpression‘criticalmoment’ofcreativity,thissneezeinspiredmyinspiration,mymindsuddenlyflasheswordssuchas’criticalmoment,howcold?

‘,ImmediatelyJiugenourteamdiscussions,weareveryexcitedandthinkitisaverygoodideatofindtheconceptbackthentestit,verymuchinlineaheadofustomakestrategy.

Sneezingatwhattimeisthemostembarrassingit?

Isneezecausedbytwoformsofthestarting:

soundandairflow.Creativeperformancemoreeasily,andsneezinginaquietvoiceofcourse,whentheembarrassmentcaused,forexample:

thelibraryreadingroom,whenthebabyfellasleep,huntingtime,whentheeavesdropping,etc.,sneezingairflowcaused