cmp_adv_ch00 中山大学吴柏林教授《广告策划：实务与案例》机械工业出版社2010年版
中山大学吴柏林教授,基于消费者洞察的广告策略,绝密资料,网络视频版_02b
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联觉： 联觉： 由一种已经产生的感觉引起另一 种感觉的心理现象。 种感觉的心理现象。 视觉 嗅觉 听觉
触觉
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联觉： 味道看得见？
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冷酸灵 柠檬 想吃就吃
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冷酸灵 相声 冷热酸甜
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Airwaves 视觉表达味觉
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父子俩住在山上，每天都要赶牛车下山卖柴。 父亲较有经验，坐镇驾车，山路崎岖，弯道特 多，儿子眼神较好，总是在要转弯时提醒道： “爹，转弯啦！” 有一次父亲因病没有下山，儿子一人驾车。到 了弯道，牛怎么也不肯转弯，儿子用尽各种方 法，下车又是推来又拉，还用青草诱之，牛仍 然一动不动。 到底是怎么回事？儿子百思不得其解。最后只 有一个办法了… 他左右看看无人，贴近牛的耳朵大声叫道：“ 爹，转弯啦！”，牛便应声而动了。
时间（周） 时间（ 22
（ 四）想象
表象 想象 联觉 联想
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表象： 表象： 销售主题的心理素材 想象： 想象： 无意想象 有意想象
中山大学吴柏林教授,基于消费者洞察的广告策略,绝密资料,网络视频版_04
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东亚银行 扶老人过马路 2000
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东亚银行 为孕妇拦的士 1999
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高贵 华架山一号 0302
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KFC 肯德基 分享 0209
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KFC 肯德基 祁宏到我家 0212
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11-015 Levis501 裤之牵引
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情 感 与 情 绪 的 两 极 性
愤怒 警戒 憎恨 悲伤
狂喜 接受 惊愕 恐怖
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情 感 与 情 绪 的 强 度 及 相 似 性
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对消费者行为的深层把握
一、消费者的动机与需求_ 二、消费者的认知心理_ 三、消费者的态度与说服心理_ 四、消费者的情感与情绪_ 五、消费者的自我意识_
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四、消费者的情感与情绪
对商业广告的伦理思考,中山大学吴柏林教授,广告策划：实务与案例,机械工业出版社,2010年版
长沙电力学院社会科学学报 1997年第1期对商业广告的伦理思考李 颖[内容提要]商业广告作为一种商品促销手段,与伦理道德有着内在的必然联系,一方面,道德因素渗透在商业广告之中,另一方面,商业广告又是道德信息的载体。
商业广告在传播道德信息的过程中,表现出间接性和局限性的特点。
商业广告创造主体在创作和传播商业广告时必须遵循功利和公正的道德原则。
商业广告作为道德信息的传播途径之一,必须与公众的消费心理和价值追求发生相关效应。
必须杜绝和批判与社会道德规范相违悖的商业广告。
[关键词]商业 广告 伦理 道德人类经济活动日趋频繁,为商业广告提供了广阔的生存空间与发展余地,从而在生产者、经营者与消费者之间架起了一座信息的桥梁。
这种信息的传递,不仅仅在商品的价值的实现过程中,有意识地刺激消费需求,以积极的姿态投身于经济生活的繁荣,而且,商业广告直接作为一种特殊的道德信息载体,依靠其内在的诱导性和感染力,通过大众传播媒介,营造一种有别于传统说教式宣传的精神氛围,有效地影响着道德的社会生长。
一、商业广告是一种特殊的道德信息载体从广义上讲,人类文明的一切成果,都是以文化的形式存在着,商业广告也不例外。
但商业广告同时又是一种文化载体,承担着正确诠释和真实反映文化的责任。
商业广告所蕴含的文化内容是多角度、全方位的。
它既客观而具体地描述商品的使用价值,又生动而形象地创造审美意境;既暗示主体自身的价值追求,又体现全社会的意志和期待;既保存着历史长河中的真理成分,又烘托了时代鲜明的主题,因而它是物质文化和精神文化、企业文化和社会文化、传统文化和现代文化的有机结合与内在统一,所传递的信息涵盖了人类生产和生活的各个领域。
正因为如此,商业广告对于道德伦理观念的传播绝不是偶然的、无意识的。
文化载体作用的确认,为其道德传播提供了可能性,因为作为调整人们行为规范的总和,道德本身就是文化的一种表现形式,并与其它表现形式紧密联系,融合在一起。
而商业广告力求通过内在诱惑性与精神感染力来达到获得良好信誉的目的,则使其道德传播成为应有之义。
中山大学吴柏林教授“广告策划——实务与案例”绝密资料_KOTLER09
Chapter 9 – Identifying Market Segments and Selecting Target MarketsI.............................................................................................. C hapter Overview/Objectives/OutlineA.OverviewSellers can take three approaches to a market. Mass marketing is the decision to mass-produce and mass distribute one product and attempt to attract all kinds of buyers. Product-variety marketing attempts to offer a variety of products to broaden the customer base. Target marketing is the decision to distinguish the different groups that make up a market to develop corresponding products and marketing mixes for each target market. Sellers today are moving away from mass marketing and product differentiation and are moving toward target marketing because the latter is more helpful in spotting market opportunities and developing winning product marketing mixes.The key steps in target marketing are market segmentation, market targeting, and product positioning. Market segmentation is the act of dividing a market into distinct groups of buyers with different needs or responses. The marketer tries different variables to see which reveal the best segmentation opportunities. For each segment, a customer segment profile is developed. Segmentation effectiveness depends upon arriving at segments that are measurable, substantial, accessible, and actionable. The primary steps in target marketing are to identify and profile distinct groups of buyers that may require different products or marketing mixes, selecting oneor more market segments to enter, and establish and communicate the key distinctive benefitsof the product or service to the target market (positioning).The seller should target the best market segment(s). The seller must evaluate the potentialof each segment, which is a function of segment size and growth, segment attractiveness, and company objectives and resources. Then, the seller should determine how and when it can ignore segment differences (undifferentiated marketing), develop different market offers for several segments (differentiated marketing), or go after one or a more market segments (concentrated marketing). In choosing target segments, marketers need to consider the ethical choice of market targets, segment interrelationships and super segments, and potential segment invasion plans.B.Learning Objectives............................................................................................................................. U nderstand what it means to “segment” a market.............................................................................................................................. K now the basic steps in segmenting a market.............................................................................................................................. U nderstand the bases used to segment consumer and business markets.............................................................................................................................. K now how to evaluate and select segments for targeting of marketing programs.C.Chapter OutlineI (I)ntroduction - Target marketing requires the following: identify and profile distinctgroups of buyers with distinct needs/preferences, select one or more market segments,establish and communicate distinctive benefits of the market offering to each targetsegment.II.................................................................................................................... U sing Market Segmentation - Buyers differ in many ways.ntroduction1............................................................................................... Mass Marketing - One product/marketing mix available for all buyers.2............................................................................................... Micro Marketing - The response to the decline in favor for massmarketing.B. ........................................................................................................ S egment marketing - A large identifiable group within a market. Midpoint between mass and individual marketing.C. ........................................................................................................ N iche Marketing - A narrowly defined smaller group whose needs not currently met effectively.D......................................................................................................... L ocal Marketing - Programs targeted to the needs and wants of local customer groups.E (I)ndividual Marketing - “One-to-One” Marketing1............................................................................................... Mass-customization and choice board2............................................................................................... Customerization - Empowering customers with the means to design theirown products.atterns of Market Segmentation - homogenous, diffused, and clusteredpreferencesG......................................................................................................... Market Segmentation Process - survey, analysis, and profile1............................................................................................... Focus on needs-based market segmentation and market partitioning.H......................................................................................................... Effective Segmentation - Segments must be measurable, substantial, accessible,differentiable, and actionable.III. ................................................................................................................. Segmenting Consumer and Business MarketsA......................................................................................................... Bases for Segmenting Consumer Markets:1............................................................................................... Geographic - nations, states, regions, counties, cities, and neighborhoods2............................................................................................... Demographic - age and life cycle, gender, income, generation, and socialclass.3............................................................................................... Psychographic - lifestyle, personality, and values4............................................................................................... Behavioral - purchase occasions, benefits, user status, usage rate, loyaltystatus, buyer-readiness stage, and attitude5............................................................................................... Multiattribute Segmentation (geoclustering): Assumes people who livenear each other and exhibit similar traits from all of the abovesegmentation bases.a) ................................................................................... Targeting Multiple Segments - Because consumers no longer canbe neatly pigeonholed into one segment.b)................................................................................... Geoclustering via PRIZM clusters (American dreams, ruralindustria, gray power, country squires) - Focus on increasingdiversity.B. ........................................................................................................ Bases for Segmenting Business Markets1............................................................................................... Based on their stage in the purchase decision process and channelpreferences.2............................................................................................... Types of buyers: programmed, relationship, transaction, and bargainhunters3............................................................................................... Business buyer groups: price-oriented (transactional selling), solutionoriented (consultative selling), and strategic value (enterprise selling)IV.Market Targeting StrategiesA......................................................................................................... Evaluating and selecting the market segments. Factors: Segment size and growth,segment structural attractiveness, company objectives, and resources.1............................................................................................... Single-Segment Concentration - Firm concentrates on one market onlyfor its one product.2............................................................................................... Selective Specialization - Firm selects a number of attractive andappropriate segments and develops products that appeal to eachsegment.3............................................................................................... Product Specialization - Firm focus is on a product it can sell to severalsegments.4............................................................................................... Market Specialization - Firm satisfies multi-faceted needs of oneparticular group.5............................................................................................... Full Market Coverage - Firm serves all customer groups with productsthey might need.a) ................................................................................... Undifferentiated Marketing - Entire market receives the sameprogram.b)................................................................................... Differentiated Marketing - Different programs for differentsegments.B. ........................................................................................................ T argeting Multiple Segments and Super segments - use of mega marketingC. ........................................................................................................ E thical Choice of Market Targets - targeting sometimes generates controversyV.................................................................................................................... S ummaryII. Lecture“Understanding Market Segments”This discussion begins the teaching/learning process where students begin to understand that marketing and marketers cannot be all things to all people, and there is a need for increasing focus and segmentation.Teaching Objectives........................................................................................................................ T o appreciate the value of segmenting and targeting markets......................................................................................................................... T o comprehend the process through which marketers engage in segmentation......................................................................................................................... T o learn about companies/industries making use of segmentation.DiscussionU NDERSTANDING THE I SSUEMarket segmentation is a process based on factual information rather than marketer intuition. The value of market segmentation is obvious. Customers are different and are likelyto be attracted to different products throughout various stages in their lifetimes. For an illustration of this concept, consider the automobile industry.Note to the Instructor: To develop this issue, ask students to offer the names of various brands and models (placed on the board). Then, ask them to identify which brands and modelsare likely to appeal to specific characteristics - age, income, gender, etc. From this illustration, it will become obvious that not all products appeal to everyone on a mass level.The segmentation process involves dividing a market into distinct groups of buyers who might require separate products or marketing mixes, recognizing that all buyers have unique needs and wants. Still, it is usually possible in consumer markets to identify relatively homogeneous portions or segments of the total market according to shared preferences, attitudes, or behaviors that distinguish them from the rest of the market. These segments may require different products and/or separate mixes, and in the contemporary one-to-one marketing approach segmentation is a critical step.T ARGETING AND P OSITIONINGMarket targeting is the follow-up to the segmentation process and is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. Given effective market segmentation, the firm must choose which markets to serve and howto serve them. In targeting markets to serve, the firm must consider its resources and objectives in setting strategy.Market positioning is the process of formulating competitive positioning for a product and a detailed marketing mix. The firm must have a plan for how to present the product to the consumer, and the product’s position is defined by how consumers view it on important attributes. The text discusses this concept in detail.The consumer market is often segmented according to variables such as: demographics, psychographics, geographic location, behavior, etc. Major segmentation variables for business markets obviously vary from the consumer market. The important variables here are as follows:........................................................................................................ D emographics. Industry segmentation focuses on which industries buy theproduct. Company size can be used. Geographic location may be used togroup businesses by proximity......................................................................................................... O perating Variables. Business markets can be segmented by technology (whatcustomer technologies should we focus on?), user/nonuser status (heavy,medium, light), or customer capabilities (those needing many or few services)......................................................................................................... P urchasing Approaches. Five approaches are possible:o............................................................................................... S egment. “Segmentation” can be by purchasing function organ ization(centralized or decentralized).o............................................................................................... P ower structure. Selecting companies controlled by a functional specialty.o............................................................................................... T he Nature of Existing Relationships. Current desirable customers ornew desirable customers.o............................................................................................... G eneral Purchase Policies.Focus on companies that prefer somearrangements over others such as leasing, related support servicecontracts, sealed bids.o............................................................................................... P urchasing Criteria.Focus on non-compensatory criteria such as price,service, or quality.In addition, there can be situational factors that influence the business market segmentation effort. Situational segmentation may be based upon urgency (such as quickdelivery needs), specific application (specific uses for the product) or size of order (few large or many small accounts).PERSONAL CHARACTERISTICSPersonal comparisons can lead to segmentation by buyer-seller similarity (companies with similar personnel and values), attitudes toward risk (focus on risk-taking or risk-avoiding companies), or loyalty (focus on companies that show high loyalty to their suppliers).There are several steps in the segmentation and target marketing process, but first it is necessary to establish that the market can be segmented. As mentioned in the text, some of the questions a company should answer with regard to determining candidates for segmentation are:........................................................................................................ C an the market(s) be identified and measured? (I)s the segment large enough to be profitable? Related issue: Is the segmentstable and long-term? (I)s the segment reachable? (I)s the segment responsive? (I)s the segment expected not to change quickly?........................................................................................................ C an the segment be protected (protectability)? In other words, can competitorschoose to target this segment easily and with a high level of success (I)nteraction with other segments? Meaning: Will the different messages receivedcause confusion about the product among different segments?........................................................................................................ W hat is the risk with this segment or segmentation action?F INDING “H EALTHY”C USTOMERS IN THE M EDICALI NDUSTRYAs members of its industry begin to understand the mass-market approach is no longer viable, health care providers are moving from a product orientation to a marketing orientation. Market segmentation has become a tool that is widely used by a financially squeezed health care industry. Aiming their marketing efforts at those segments of the market that are likely to prove most profitable helps to conserve their limited resources. Some of the characteristics health care providers use to choose the proper target markets include underlying needs, demographics, and patterns of behavior.Because hospitals maintain detailed information on patients, the information necessary to determine the “typical” patient is available. Through medical and business records, health care marketers have access to usage rates for a predetermined number of years, services received, payment (or nonpayment) history, and, at the simplest level, name and address information. The search for data also can extend to external sources, such as state agencies, trade associations, and syndicated sources. Once the marketer has gathered this data, he or she can begin the process of analyzing it to determine market share for the various lines of health care services.Overlaying demographic with psychographic information allows hospitals to learn aboutthe people who compose the market. By combining this information with its own product line mix, and disease incidence rates, segmentation opportunities become readily apparent. For example, one hospital recently recognized the potential for outpatient substance-abuse counseling services among upscale members of the business community. Although acompetitor currently offered an in-patient program, the target group most likely to utilize the service found the in-patient option unappealing for many reasons, one of which was that many potential patients lived in close proximity to the hospital.Based on an understanding of its target market, the marketing-oriented hospital developed an outpatient program and spoke directly to the target audience via promotional efforts in publications and television. A direct mail effort also targeted the businesses where those upscale patients were likely to be found. As a result, the hospital gained significant market share and won the favor of the community. This was no small feat in today’s competitive health care marketplace.S ENIOR C ITIZENS E NJOY S URFING…T HE I NTERNETMany members of the older generation are out to dispel beliefs that they are resistant to new technology. Internet clubs, consisting of members who are in their later years, have been formed all over the United States. The seniors use the Internet to obtain many types of new information, order products, and meet and/or “chat” with other seniors throughout the country. A number of marriages have evolved out of these connections.Smart marketers realize that this segment of the market represents a substantial audience for products advertised via the Internet. Why? One reason is the information explosion. Consider the amount of information that is available on the Internet. In today’s society, few of us in the work force have the leisure time available to spend learning about the power of the Internet. We tend to bookmark the information we need on a regular basis but rarely venture out on exten sive “surfing” expeditions. Retired persons do have this kind of time, so when they log on to the Internet, they are likely to stay a while. In addition, many of the people in their golden years have physical limitations that may restrict their mobility. The Internet is an ideal way to stay connected to the outside world and beat the loneliness that may ensue from an inability to venture beyond their home.Note to the Instructor: It is important to note here that when a marketer considers the needs of one segment over all other segments, controversy is likely to ensue. A good way to begin a discussion in this topic area is to ask students for some of the dangers and/or disadvantages that may result from segmenting and targeting markets.III................................................................................................... Background ArticleIssue: Gaining Perspective On Niche Market SegmentsSource: “RTD Coffee: The Little Segment That Could -Convenience Corner,” Beverage Aisle, October 15, 2001, p. 48.Ready-to-drink coffee (RTD), the cold, refreshing, bottled offshoot of America’s classic hot morning beverage, has found a home in the convenience channel. An up-and-coming category, RTD coffee generated less than $50 million at retail in 1996, but soared to over $100 million in 1997, driven by Frappuccino from Starbucks/PepsiCo, which still owns most of the category.Today, while the bottled variety represents a tiny fraction of the overall coffee category (3 percent of total coffee sold in grocery, drug, and mass merchandisers combined), an analysis of ACNielsen Convenience Track data shows that the product is selling especially well in convenience stores (c-stores). The convenience channel owns 38 percent of the $175 million segment on a four-channel basis. But while the segment is up just percent in grocery, percentin dr ug, and down over 16 percent in mass, it’s up percent in the convenience channel.What accounts for that growth? Part of it may be explained by the product’s appeal to teens and young adults, who prefer to get their caffeine from a cold drink. The product comesin sweet flavors such as mocha and caramel. We know that families with teenagers account for21 percent of the dollars spent on the bottled coffee category across all channels, whereas they account for just percent of the population—for a dollar volume index of 137. Because kids are frequent shoppers in c-stores, they may account for some of the c-store volume.But kids aren’t the only consumer group fueling RTD coffee growth. The product indexes high with households that are affluent (dual-earners, well educated, employed in white-collar professions) and urban, segments that do not traditionally shop in c-stores as much as their counterparts. The result is an opportunity for convenience retailers to attract new customers to their stores at a time when they could certainly use some.Based on an analysis of ACNielsen Homescan consumer panel data, c-stores have experienced a decline in shopping penetration, sliding from 52 percent of the population in 1998 to 48 percent in 2000. Other channels have been chipping away at the convenience channel’s main selling proposition, with grocers installing gas pumps and drug stores and selling more food (earning the moniker “the convenience store for women”), video stores selling candy and soft drinks, and everyplace, from coffee shops to clothing stores, selling mints.Perhaps convenience store operators could use the RTD coffee segment to target more affluent consumers. If the strategy succeeds, it won’t be just the consumers who get a boost from the product.RTD Coffee Sales by Channel $174,617,058 (*)Change from One YeAgo (%)Grocery+Convenience+Drug(*)Source: ACNielsen Convenience Track, 52 wks ending 8/4/01. Grocery, Drug, Convenience combined.IV.CaseEastman Kodak Co., Funtime FilmHBS Case: 594-111 TN: 5-597-080Teaching PerspectivesThis is a rather short case, and the issues are fairly clear, leaving time for students to undertake in-depth analysis. It could also be used in the pricing module of a marketing management course since the issue of whether to take a price cut your flagship brand instead of proliferating the line is important. Because of the magnitude of the market issuch that one (1) share point in the market is worth $13 million in gross margin dollarsper year to Kodak, it captures student interest. The profitability of the business declinedby about $80 million during the last five years. Thus, Kodak must “do something”but figuring out a viable plan for stemming the share loss without loss in profitability is a challenge.While Eastman Kodak still maintained a dominant position in the . film market in 1993, its share had declined to 70 percent from 76 percent only five years earlier. This erosion was at the hands of Fuji, which held the No. 2 position at 11 percent share, andprivate label suppliers. Some observers felt the film industry had become more commodity-like as actual performance differences between brands became insignificant. To deal with this eroding share position, Kodak management prepared to launch a “fighting brand” called Funtime to compete with less expensive rivals. Funtime would involve a vertical product line proliferation strategy whereby Kodak would offer a “good, better, best” selection of films for amateur users. The case sets out the market situation and the proposed Funtime strategy. The discussion focuses on diagnosing the source of Kodak’s problems, establishing realistic objectives for the film business going forward, evaluating the Funtime strategy and developing an alternative action plan if the Funtime strategy should fail.The case is designed to:Allow students to ascertain the forces underlying amarket’s move to commodity status producing share pressure on thehigh priced offerings in the market.Expose students to the “fighting brand” strategy and more generally the issues involved in managing vertical product lineproliferation, . “good, better, best” strategies.P rovide opportunity for quantitative analysis, such as margin calculations and break-even analysis, in assessing marketing strategy.Provide a setting in which to analyze the importance of a “brand name” in consumers’ decision making and how that mayvary by customer segment, usage occasion and over time.Analysis of the case has four major parts:1.......................................................................................................... Diagnosis of th e reasons for Kodak’s market share loss and assessment oflikely development of the market if Kodak maintained the status quo.2.......................................................................................................... Specification of what Kodak’s objectives ought to be at this point. Thisinvolves possible trade-offs between market share, profitability and brandequity.3.......................................................................................................... Evaluation of the general concept of Funtime proposal and its implementationdetails given consumer behavior.4.......................................................................................................... Consideration of other action plan options such as a price cut on the flagshipGold Plus brand.There are a number of reasons for the market share shift, but they basically all revolve around the idea that the added value that Kodak delivers to consumers, relative to competitors, has declined over time, while Kodak has maintained its 17 percent price premium over Fuji and 30 percent over private label brands. The reasons can be set out along customer, competitor, and company lines. The reason is that customers “tend to view film as a commodity, often buying on price alone. Accordingly, there is a growing body of price-sens itive consumers.”Evaluating the competition in the film category, the competitors are growing and succeeding. Fuji is growing in reputation and acceptance in the . market and Polaroid, a well-known entrant into the conventional film market, is operating at low prices. In addition, private label film is becoming more acceptable and no longer perceived as low quality.Questions:。
经济广告伦理思想浅析,中山大学吴柏林教授,广告策划：实务与案例,机械工业出版社,2010年版,绝密教学资料
江西省团校学报2000年第2期学术探讨经济广告伦理思想浅析邓少海罗蔚经济广告,是指除政治、文化广告,社会公益广告等广告之外的商业性广告,特指企业为推销其产品而进行的并要支付一定报酬的宣传推介活动。
它作为商品经济和社会发展的产物,是社会进步的一种标志。
随着信息时代的到来,经济广告日益成为人们生活中不可或缺的一部分,并以其纷繁复杂的面貌感性地存在着。
本文力求对这些感性的经济广告作更深层的理性思考,找出其以特殊形式折射出的伦理道德思想。
一、从宏观层面透视经济广告中的伦理内涵11经济广告潜在的道德价值导向作用经济广告的功能是传播信息、宣传产品。
它在宣传产品时,具有强烈的导向性。
它总是试图改变或引导人们的消费行为,劝诱人们放弃旧的消费观念,接受新的消费观念。
消费者在选择一种消费行为时,其消费活动在一定程度上显示出他本身的一种生活的理想和价值的追求。
因为人们在满足低层次的生存需求之后,就必然有更高层次的理想、价值的需求,这种需求的满足有时也反映在人们的消费行为和消费观念上:如在生活中总是把钱消费在学习进步上或总是把钱消费在生活享乐上的人,其人生价值取向就明显不同。
虽然“书和酒的价格可能一样,但价值却大大的不同”,由此可看出不同的消费行为反映出消费者的价值观不同。
所以,经济广告不仅仅可以获取经济效益,还会产生较广泛的社会效益。
在经济广告进行产品宣传时,它同时还宣传着一种意识形态,一种价值取向和生活态度。
纵观近年来,一些经济广告中竞相出现的把产品与“皇室”、“王朝”拉上关系的现象,即在宣传产品时,此种广告还宣扬一种“帝王享受”和“豪门气派”的思想,这不免给其产品附加上一种“等级观念”。
而在各电视台纷纷上演的“电视购物”的版块栏目中,有的经济广告更是以低水平的表演和迷惑性的广告语言推销着昂贵的产品,着力渲染一种物质享受给人们带来的所谓“幸福”,实质上给人们示范的是享受奢侈的生活方式,并倡导一种盲目的高消费,要人们接受一种“人活着就是为了享受”的人生哲学。
市场伦理的经济学分析,中山大学吴柏林教授,广告策划：实务与案例,机械工业出版社,2010年版,绝密教学资料
关键词 伦理 道德 理性 公共物品 正义
〔中图分类号〕B82 - 053 〔文献标识码〕A 〔文章编号〕0447 - 662X(2004) 02 - 0051 - 07
我国在市场化改革过程中出现了普遍失信 和欺诈现象 。有人说 ,我国最为缺少的是商业诚 信这样的“精神资本”或“社会资本”①。对于这种 普遍失序现象的认识 ,大致可以归为四类 ,即 :由 于这种失序化和野蛮化过程与市场化过程确实 在时间上存在着相关性 ,因而认为这是市场惹的 祸 ,利用马克思主义和西方马克思主义一些思想 资源 ,把市场与反道德看成是同义语 ,认为市场 活动是一种极度异化的活动 ,是人类伦理的一场 灾难 。这种观点具有某种对市场经济本身怀疑 的倾向 。第二种虽则维护市场机制的合理性 ,但 同时也主张市场经济内在地存在着道德退化的 机制 ,并且引发了道德危机 ,因此 ,经济学要关注 道德问题 。第三种观点就是借用西方经济学的 实证主义理论把市场和伦理道德完全相剥离 ,认 为市场活动是人们纯粹的理性活动过程 ,完全与
在这两种方式中 , 第一种中签方式是一种 “纯粹的自利型”或“浮士德式”② 的行为模式 ,即 为了自己的利益都有权杀死对方 ,这种方式对应 于那些极端自私自利 、不择手段之徒 。第二种方 式就是那种“毫不利己 、专门利人”的“纯粹的利 他型”或“仁爱”的行为模式 ,即为了他人可以奉 献和牺牲自己的一切 ,博爱的上帝或仁爱的圣人 就代表了这一类典型 。假如双方都是“极端自私 型”,由于这两个人是完全势均力敌的 ,显而易见 两者火并的结果必然是两者都毁灭 。相反 ,假如 这两位都是“纯粹利他型”的圣人 ,那将出现什么 结局呢 ? 既然他们都是圣人 ,他们中就没有一个 人能接受另一个人的牺牲 。因为如果接受他人 的牺牲 ,那么他自己就已经不是一位圣人 。因而 两个圣人选择应该都是自我牺牲 。
略论商业广告的伦理原则,中山大学吴柏林教授,广告策划：实务与案例,机械工业出版社,2010年版,绝密教学资料
1999年 第6期中山大学学报论丛S UPP LE ME NT T O THE JOURNA LOF S UN Y ATSE N UNI VERSITY N o16 1999 略论商业广告的伦理原则冯益谦 邹木兰随着社会主义市场经济的深入发展,人们已不知不觉地置身于广告的海洋之中。
不论你喜欢与否,广告总是以独特的方式,成为影响人们经济生活和精神生活的重要因素。
可是,在现实生活中,一些人为了获取最大利润,在商业广告中不时出现一些非道德行为,不但使消费者上当受骗,而且还污染了社会风气,对社会主义精神文明建设产生了不良的影响。
因此,大力提倡商业广告道德,对于促进两个文明建设,有着迫切的现实意义。
笔者认为,在当前商业广告宣传中,要注意遵循下列三条伦理原则。
(一)真实性原则广告是严肃的职业。
实事求是,真实地反映商品的本来面貌,是商业广告的生命,也是企业的生命。
所谓真实性原则,就是有一说一,有二说二,恰如其分地反映商品面貌,既不增大优点,也不缩小缺点,不故弄玄虚,不哗众取宠。
事实上,任何商品在款式、规格上都各有优点和缺点,对优点、缺点都要实事求是地介绍。
即使在资本主义社会中,不少企业、公司为了在社会上站稳脚根,以求发展,也都把广告真实性作为重要原则。
如以广告宣传为手段驰名世界的柯达(K odak)、可口可乐(C ocaC ola)等都十分注重商品宣传的真实性。
他们反对说假话,批判那种认为言过其实的广告是“无害的夸张”的观点,并禁止商业组织作带欺骗性的广告。
在社会主义市场经济条件下,我们更要自觉遵循商业广告宣传中的真实性原则。
然而,在当今漫天的商品广告中,失真的广告屡见不鲜。
有些谎话连篇,滥提口号,不讲分寸;把劣质产品吹嘘为“优质产品”;工艺不高的称为“全国先进”;本来不受欢迎的,也宣传是“畅销国内外”。
如1998年下半年,“学习的革命”的图书广告铺天盖地,风靡中国。
该广告称:这本书带来了学习的革命!这是一部卓有见识的行动指南,读了它会改变孩子一生的命运,就能拿到通向21世纪的个人护照。
王启义 商业伦理,中山大学吴柏林教授,广告策划：实务与案例,机械工业出版社,2010年版,绝密教学资料
《商业伦理》王启义教授今天的讲座，我希望与大家探讨一些跟商业和经济活动有关的伦理问题。
所谓「商业和经济活动」的范围很广，例如做股票买卖（一个经纪做内幕交易，显然就是商业活动）。
又例如，经济不景的时候，公司裁员、减薪，员工与工会，向资方争取补偿，这类行为也属广义的商业活动或经济行为。
根据课程大纲，你们的课程在商业伦理部份亦谈及社会公义的重要性。
其中一个例子就是：我们有没有责任照顾饥民，也就是其它国家或自己社会里吃不饱的人？我们有没有责任这样做呢？这样的问题，一般而言，并不涉及狭义的「商业活动」；但是在你们的课程内，都属「商业伦理」问题。
所以，第一点须表明的就是，你们的课程里「商业伦理」一词的意思比较广。
这个比较广的意思我可尝试这样来说明，那就是：「从应用伦理学的角度去分析跟经济有关的社会或跨社会问题」。
我们要分析的不单是社会的内部问题，而是跨社会问题，甚至是不同国家的关系问题，例如：比较富有的国家，应该不应该援助一些穷困的国家？一般而言，这些活动我们不会视之为经济行为或者是商业活动，但是，在你们的课程里，我们亦会论及这些。
就如我刚才所说，你们的课程_包括的「商业活动」或者「商业伦理」的概念十分广阔，所以，我们不可以用一般的意思去理解这个课程所指的「商业伦理」。
因此，我认为以「商业、经济、社会的问题」这比较阔的概念为题，才能比较贴切地反映出这个课程所要求大家去思考的问题的范围。
待会儿，我会以一个较阔的角度来谈你们这个学科或者「商业伦理」这个部份的问题，因为这个部份的问题十分广阔，包含的问题十分多。
那我该怎样讲授这个课题呢？我且先举一些具体的例子跟大家谈谈，希望透过这些例子大家可以举一反三、举一反十、举一反三十。
要思考这些问题我们除了要认识伦理学概念外，今早陈特教授亦谈过了，我们还须留意什么呢？我刚提过的「应用伦理学的角度」、「应用伦理学」包括的又是什么呢？简而言之，「应用伦理学」包括以下三点：第一：伦理学理论的应用。
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广告策划—— ——实务与案例 吴柏林 广告策划——实务与案例
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0.2 教学建议
0.2.1 教学目的 . . 通过本课程的学习,帮助学生从整体上把握广告 通过本课程的学习, 策划的基本原理与方法,了解广告运作的基本环 策划的基本原理与方法, 熟悉广告策划的基本策略与技巧, 节,熟悉广告策划的基本策略与技巧,为学生将 来从事广告策划工作,作好知识与技能上的准备. 来从事广告策划工作,作好知识与技能上的准备.
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广告策划—— ——实务与案例 吴柏林 广告策划——实务与案例
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第8章 广告媒体策划
(1)了解广告媒体的分类方法,POP广告,DM广 )了解广告媒体的分类方法, 广告, 广 广告 媒体方案评估的主要内容; 告,媒体方案评估的主要内容; (2)理解影响媒体选择的因素,效果较佳的媒体组 )理解影响媒体选择的因素, 合形式,广告推出的时间安排; 合形式,广告推出的时间安排; (3)熟悉报纸,杂志,广播,电视,Internet广告 )熟悉报纸,杂志,广播,电视, 广告 的优缺点,媒体选择的基本原则; 的优缺点,媒体选择的基本原则; (4)掌握广告媒体的分类与作用,对广告媒体的八 )掌握广告媒体的分类与作用, 项评价指标. 项评价指标.
第1章 广告策划概论 章 第2章 广告调查研究 章 第3章 广告定位策略 章 第4章 广告目标与预算 章 第5章 广告策略规划 章 第6章 广告创意策略 章 第7章 广告文案写作 章 第8章 广告媒体策划 章 第9章 广告效果评估 章
研究生/MBA 研究生/MBA
2学时 4学时 4学时 4学时 6学时 6学时 4学时 4学时 2学时 36学时
2010-3-20
广告策划—— ——实务与案例 吴柏林 广告策划——实务与案例
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0.1 关于本课程
广告策划是公共关系,市场营销,广告学,传播 广告策划是公共关系,市场营销,广告学, 新闻学,装潢设计等专业的必修课程. 学,新闻学,装潢设计等专业的必修课程.
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广告策划—— ——实务与案例 吴柏林 广告策划——实务与案例
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广告策划—— ——实务与案例 吴柏林 广告策划——实务与案例
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第3章 广告定位策略
(1)了解品牌取名的程序与方法,商标设计的原则; )了解品牌取名的程序与方法,商标设计的原则; (2)理解市场细分的的概念,有效市场细分的五个 )理解市场细分的的概念, 特点,定位的四种错误; 特点,定位的四种错误; (3)熟悉广告定位的三大战略,十大战术; )熟悉广告定位的三大战略,十大战术; (4)掌握市场细分的概念,产品定位的概念,品牌 )掌握市场细分的概念,产品定位的概念, 的概念. 的概念.
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广告策划—— ——实务与案例 吴柏林 广告策划——实务与案例
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第6章 广告创意策略
(1)了解詹姆斯韦伯 扬,李奥贝纳,罗瑟瑞夫, )了解詹姆斯 韦伯扬 李奥 贝纳,罗瑟 瑞夫, 韦伯 贝纳 瑞夫 大卫奥格威 威廉伯恩巴克 理查德伍甘 奥格威, 伯恩巴克, 伍甘, 大卫 奥格威,威廉 伯恩巴克,理查德 伍甘,艾 里斯和杰克特劳特等人关于广告创意的观点与 尔里斯和杰克 特劳特等人关于广告创意的观点与 里斯和杰克 方法. 方法. (2)理解广告创意的特点,广告创意的基本范畴, )理解广告创意的特点,广告创意的基本范畴, 形象与形象思维在广告创意中的作用; 形象与形象思维在广告创意中的作用; (3)熟悉联想的四个基本形态,产生创意的过程, )熟悉联想的四个基本形态,产生创意的过程, 广告创意方法; 广告创意方法; (4)掌握创意的概念与特点,联想的概念,UPS的 )掌握创意的概念与特点,联想的概念, 的 含义. 含义.
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广告策划—— ——实务与案例 吴柏林 广告策划——实务与案例
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0.1.2 教材适应对象
在校本,专科学生与研究生.可作为广告学,市 在校本,专科学生与研究生.可作为广告学, 场营销学,公共关系学, 场营销学,公共关系学,广告设计等学科的专业 基础课教材,新闻传播,企业管理,经济管理, 基础课教材,新闻传播,企业管理,经济管理, 电子商务,艺术(装潢) 电子商务,艺术(装潢)设计等学科的专业选修 课教材或参考书. 课教材或参考书. 广告公司,公共关系公司,文化传播机构,营销 广告公司,公共关系公司,文化传播机构, 策划机构,政府宣传部门中从事广告策划, 策划机构,政府宣传部门中从事广告策划,营销 传播,宣传推广工作的专业人士. 传播,宣传推广工作的专业人士. 广大广告策划与创意的爱好者. 广大广告策划与创意的爱好者.
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第1章 广告策划概论
(1)了解广告的直接功能与间接功能,广告策划的 )了解广告的直接功能与间接功能, 大致内容,整合营销传播的几个发展阶段; 大致内容,整合营销传播的几个发展阶段; (2)理解整合营销传播的两个特性,广告活动的主 )理解整合营销传播的两个特性, 要构成要素,整合营销传播基于消费者的方法; 要构成要素,整合营销传播基于消费者的方法; (3)熟悉广告策划的七个核心内容,整合营销传播 )熟悉广告策划的七个核心内容, 方案的实施的五种方法; 方案的实施的五种方法; (4)掌握广告的概念,整合营销传播的概念. )掌握广告的概念,整合营销传播的概念.
教材 吴柏林.广告策划.北京:机械工业出版社2010. 03 吴柏林.广告策划.北京:机械工业出版社2010.
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广告策划—— ——实务与案例 吴柏林 广告策划——实务与案例
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前
言
0.1 关于本课程 0.1.1 教材编写宗旨 0.1.2 教材适应对象 0.2 教学建议 0.2.1 教学目的 0.2.2 前期需要掌握的知识 0.2.3 课时分布建议 0.3 网上学习支持与资源共享
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第9章 广告效果评估
(1)了解广告社会心理效果的分析的侧重面; )了解广告社会心理效果的分析的侧重面; (2)理解广告效果的五个特性; )理解广告效果的五个特性; (3)熟悉广告效果的调查方法; )熟悉广告效果的调查方法; (4)掌握评估广告效果的几个重要指标. )掌握评估广告效果的几个重要指标.
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0.2.2 前期需要掌握的知识
市场营销学,消费心理学,广告学原理等相关知 市场营销学,消费心理学, 识.
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0.2.3 课时分布建议
教学内容
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广告策划—— ——实务与案例 吴柏林 广告策划——实务与案例
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说
明:
(1)在课时安排上,对于MBA 36个学时即可;相 )在课时安排上,对于 个学时即可; 个学时即可 关专业本科生与专科生是根据54个学时安排的 个学时安排的. 关专业本科生与专科生是根据 个学时安排的. (2)讨论,案例分析等已经包括在各章的教学安排 )讨论, 之中. 之中. (3)关于教学的目标描述分别为:"了解","理 )关于教学的目标描述分别为: 了解" 熟悉" 掌握" 解","熟悉"与"掌握",这是一个由浅入深 的过程,对学生的要求也是一个渐进提高的过程. 的过程,对学生的要求也是一个渐进提高的过程.
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0.1.1 教材编写宗旨
本书承接"柏林营销广告系列"的一贯风格,充 本书承接"柏林营销广告系列"的一贯风格, 分注意广告策划教学的综合性与实用性. 分注意广告策划教学的综合性与实用性.在教材 行文上,力争做到提纲挈领,要言不烦. 行文上,力争做到提纲挈领,要言不烦.在语言 表述上,力争做到自然,准确,简练, 表述上,力争做到自然,准确,简练,尽可能使 用广告人喜闻乐见的语言, 用广告人喜闻乐见的语言,尽量避免学究气和华 而不实. 而不实.案例教学与互动式教学历来是广告策划 课程的鲜明特色之一, 课程的鲜明特色之一,通过精选案例分析与研究 引导学生更快地进入学习状态, 引导学生更快地进入学习状态,真正以广告人的 身份进入广告策划的学习. 身份进入广告策划的学习.
2010-3-20
广告策划—— ——实务与案例 吴柏林 广告策划——实务与案例
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第7章 广告文案写作
(1)了解广告文案的体式,广告文案撰稿人经常会 )了解广告文案的体式, 犯的错误; 犯的错误; (2)理解广告文案的立意,写作规范与要求; )理解广告文案的立意,写作规范与要求; (3)熟悉广告文案的写作过程,广告文案构思,的 )熟悉广告文案的写作过程,广告文案构思, 内容,广告文案,的构思方法, 内容,广告文案,的构思方法,广告文案修改中 的自我检核方法; 的自我检核方法; (4)掌握广告文案的概念标题,正文,广告语,随 )掌握广告文案的概念标题,正文,广告语, 文的写作规范或要求. 文的写作规范或要求.
2010-3-20
广告策划—— ——实务与案例 吴柏林 广告策划——实务与案例
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第4章 广告目标与预算
(1)了解营销目标的概念,DAGMAR法可能存在的 )了解营销目标的概念, 法可能存在的 问题; 问题; (2)理解广告目标的意义,科利关于广告传播任务 )理解广告目标的意义, 的等级模型, 的等级模型,DAGMAR法对于制定广告促销活动 法对于制定广告促销活动 的计划的重要性; 的计划的重要性; (3)熟悉营销的具体目标,广告预算时考虑的因素, )熟悉营销的具体目标,广告预算时考虑的因素, 广告预算的方法,广告预算分配的方法; 广告预算的方法,广告预算分配的方法; (4)掌握广告目标的概念,广告预算的概念, )掌握广告目标的概念,广告预算的概念, DAGMAR的含义. 的含义. 的含义