布帘狂舞,窗外已是风雨大作。我在宛如末世黄昏的幽暗中写下这个矫情的标题,心中却还算有些想法。刚读过的这本书英文名字The Fall of Advertising & The Rise of PR,直译乃是“广告的没落和公关的兴起”,较中文译名“公关第一,广告第二”更具有动态的预言意味。在阐述...
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什么是广告创意? 所谓广告创意不是指slogan或者一些新奇古怪的表现设备(诸如加多宝那个消费者靠喊出声音获赠产品的设备)。 广告创意,是表现品牌利益承诺的方法,即如何让消费者了解到(最好是认可)品牌利益承诺。 “Just do it”不是创意,“如何表现‘Just do it’”才是创意所在。 —————————————————————————————————————————— 广告创意仅仅是表现方法的组合策略,它并非是凌...
PR creates the brand and advertising can then be used to defend the brand. Get this balance right and your marketing campaigns can zoom ahead with confidence. “营销要处理的不是产品本身,而是‘认知’。要成功地执行广告或公关方案,必须创造出比谈论更具价值的东西,要将深奥的认知观念卖给目标消费者。谈论这类认知观念时,宣传报道或公关的方式要比广告更有效。” ——阿尔•里斯与劳拉•里斯 想寻找一个能...
2017-08-06 16:39
PR creates the brand and advertising can then be used to defend the brand. Get this balance right and your marketing campaigns can zoom ahead with confidence.
PR is all about building your marketing efforts on third party endorsements from others.
Select one individual who can become the "face" and "voice" of the brand.
Remind yourself the better and more original a new idea, the longer it's going to take to implant that idea into the consumer's mind.
Eventually try and place a "keystone" story in some major media heavy hitter.
to drip feed new information into the market on a periodic basis.
Creativity doesn't belong in the advertising department; creativity belongs in the PR department. Pr needs to be original in the sense that it needs to position products or services as new and different.
成功品牌要的是深度而非广度,也就是说,应该专注在某些优势而非为了样样都好而自曝其短。
PR can work quietly in the background to plant new ideas in the consumer's mind but the true job of good advertising is simply to amplify and build on those perceptions.
Many companies try and put their brand names on new products in a different category. They do this in the mistaken belief it's cheaper than building a new brand and to exploit their brand name awareness. The only problem is a new brand needs credentials to flourish. And the only way credibility can be generated is through PR, not advertising.
"The truth is, advertising cannot start a fire. It can only fan a fire after it has been started.
PR creates the brand and advertising can then be used to defend the brand. Get this balance right and your marketing campaigns can zoom ahead with confidence. “营销要处理的不是产品本身,而是‘认知’。要成功地执行广告或公关方案,必须创造出比谈论更具价值的东西,要将深奥的认知观念卖给目标消费者。谈论这类认知观念时,宣传报道或公关的方式要比广告更有效。” ——阿尔•里斯与劳拉•里斯 想寻找一个能...
2017-08-06 16:39
PR creates the brand and advertising can then be used to defend the brand. Get this balance right and your marketing campaigns can zoom ahead with confidence.
PR is all about building your marketing efforts on third party endorsements from others.
Select one individual who can become the "face" and "voice" of the brand.
Remind yourself the better and more original a new idea, the longer it's going to take to implant that idea into the consumer's mind.
Eventually try and place a "keystone" story in some major media heavy hitter.
to drip feed new information into the market on a periodic basis.
Creativity doesn't belong in the advertising department; creativity belongs in the PR department. Pr needs to be original in the sense that it needs to position products or services as new and different.
成功品牌要的是深度而非广度,也就是说,应该专注在某些优势而非为了样样都好而自曝其短。
PR can work quietly in the background to plant new ideas in the consumer's mind but the true job of good advertising is simply to amplify and build on those perceptions.
Many companies try and put their brand names on new products in a different category. They do this in the mistaken belief it's cheaper than building a new brand and to exploit their brand name awareness. The only problem is a new brand needs credentials to flourish. And the only way credibility can be generated is through PR, not advertising.
"The truth is, advertising cannot start a fire. It can only fan a fire after it has been started.
1 有用 slowlife大小姐 2012-05-18
想读很久,最近又有业内人士推荐。边看边记笔记,用时一周。公关打造品牌,广告维护品牌。非常赞同作者的观点,不过外国人总是这样,整本书只是反复论证这个观点,对于怎么用公关关系打造品牌却没有说太多。
1 有用 elf 2012-04-15
过于一概而论,对于同质性高、弹性需求大的产品来说,广告创意与轰炸式播放也很重要。
0 有用 伊卡洛斯 2011-04-19
噱头有些重,想了解的还是换本书的好
0 有用 KS 2010-11-05
PR老师极力推荐,有的内容有点过时
0 有用 红豆泥 2012-07-12
烂到家
0 有用 冰漪 2021-01-13
读过了,考试还考了个大题🙃 很多中传广院的老师并不太看好这个观点,广告和公关不能混为一谈,完全是两码事
0 有用 高大白品牌战略 2020-09-01
高大白战略营销:公关第一,广告第一。
0 有用 哗啦啦 2020-06-27
为了赶公关课作业读完了,感觉还不如听课?
0 有用 记录心情的小号 2020-04-07
刘振老师荐读 也算是提供了一个新看法叭 里斯真厉害 定位也是他写的 害 但是这个翻译真的 一点都不顺畅 好多读不通的病句 前面的观点感觉有点绝对 后面的还蛮好的 总之 在十几年前讨论的广告和公关的关系 可以放到现在的背景下 在当局 好好思考和验证。
0 有用 杨苏然是鲨 2020-04-06
理念挺有意思的但真没必要凑成一本书……