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本年度由滾石文化與生產力中心舉辦的國際廣告行銷研討營，我受邀作第一天的開場演講。
Advertising in Transition—蛻變中的廣告產業
主要的內容包刮下列重點：
1. 創新工具與多元化的媒體—More online tools was adopted by agencies, brand owners are increasingly attempting to utilise the developing range of social media tools to connect with consumers, with Coca-Cola, Kraft and Starbucks among the most successful proponents of this strategy on Facebook thus far
2. 金融風暴後的消費行為—Almost two-thirds of consumers in the US and Western Europe have been "directly impacted" by the financial crisis in a way that has caused them to change their behaviour when buying products and using media, a new study by Initiative has found.
3. 從台灣看大中華市場的整合—Domestic and multinational retailers are adopting a mixed approach to expanding their operations in China as demand slows and competition intensifies, a trend which could offer opportunities to those chains with sufficient capital to invest.
4. 電視廣告浴火重生—The Enduring Influence of TV Advertising and Communications Clout Patterns in the Global Marketplace. Historically television has been one of the most powerful marketing contacts. But the recent proliferation of TV channels and influence of digital contacts resulted in audience fragmentation and additional media clutter. These caused speculation that the influence of TV is waning. Based on the last four years’ data across the globe, the empirical evidence refutes that conclusion. The data show that TV retains its clout among target audiences. Increased digital media influence has not caused a decrease of TV influence. TV’s clout is greater in Asia than in Europe of North America, and is influential among the young, e.g. in personal care.
5. 行銷宅男與敗犬女—Engaging an audience actively across a range of channels is the best way to build a deeper relationship with a brand's consumers. Perspective of the two key media principles — consumer touchpoints and engagement planning. Case studies from brands such as Lucozade Sport, Unilever's Dove, De Beers, Audi, Marmite and Waitrose were used as examples of the new media thinking in terms of strategy and planning.
Advertising in Transition—蛻變中的廣告產業
主要的內容包刮下列重點：
1. 創新工具與多元化的媒體—More online tools was adopted by agencies, brand owners are increasingly attempting to utilise the developing range of social media tools to connect with consumers, with Coca-Cola, Kraft and Starbucks among the most successful proponents of this strategy on Facebook thus far
2. 金融風暴後的消費行為—Almost two-thirds of consumers in the US and Western Europe have been "directly impacted" by the financial crisis in a way that has caused them to change their behaviour when buying products and using media, a new study by Initiative has found.
3. 從台灣看大中華市場的整合—Domestic and multinational retailers are adopting a mixed approach to expanding their operations in China as demand slows and competition intensifies, a trend which could offer opportunities to those chains with sufficient capital to invest.
4. 電視廣告浴火重生—The Enduring Influence of TV Advertising and Communications Clout Patterns in the Global Marketplace. Historically television has been one of the most powerful marketing contacts. But the recent proliferation of TV channels and influence of digital contacts resulted in audience fragmentation and additional media clutter. These caused speculation that the influence of TV is waning. Based on the last four years’ data across the globe, the empirical evidence refutes that conclusion. The data show that TV retains its clout among target audiences. Increased digital media influence has not caused a decrease of TV influence. TV’s clout is greater in Asia than in Europe of North America, and is influential among the young, e.g. in personal care.
5. 行銷宅男與敗犬女—Engaging an audience actively across a range of channels is the best way to build a deeper relationship with a brand's consumers. Perspective of the two key media principles — consumer touchpoints and engagement planning. Case studies from brands such as Lucozade Sport, Unilever's Dove, De Beers, Audi, Marmite and Waitrose were used as examples of the new media thinking in terms of strategy and planning.
相關網址連結如下
http://www.mycfbook.com(廣告王網站)
http://www.mynote.com.tw(筆記王網站也有)
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