First, the theory is put forward

1. Lifestyle-Psychologist (1927) Adler

The external form of individual cognition in a certain social and cultural space

2. 1978, Michelle, "VALS" mode-physical model (graph, schematic diagram) function expression (digital model)

3. Japanese advertising companies, well-known advertising companies.

Two. Main concepts

1. Definition: Taking consumers as "living people", we not only analyze consumers' behaviors, but also deeply observe people's daily lives and study people's values, expectations and dreams in detail.

2. The evolution of advertising concept

Creativity oriented to product information-creativity oriented to life mentality

3. Main features

① Civilian perspective

② Leisure "Song of Picking Lotus" China Classical Leisure Artistic Conception

③ Fashion interface (single side)

4 entertainment expression.

⑤ Free space, behavior

⑥ Original ecology

4. Advertising creative auxiliary materials

① Advertising symbol ② Text ③ Advertising scene

5. Model (VALS)- 1-

Section 2 Brandism

Life: behavior (work, consumption, leisure)

Psychology (values, expectations, dreams)

I. Logical starting point

Starting from the advertiser himself, conscious behavior-professional behavior

Values, Expectations and Dreams of Advertisers

Two. Starting point of realistic logic

1. "Smile principle" (economic benefits)

2. Historical evolution

(1) manufacturing brand.

② Cracking the "OEM" mode

③ Cultivating "brand": International brands are global.

Polarization of national products: East (dominant) China and West.

Provincial brand

City brand

3. Theoretical framework of brand (P30)

① Theory proposer: David A. Aaker, USA.

② Theoretical framework: brand trilogy: brand equity theory.

Brand detection theory

Brand leadership theory

③ Brand equity theory:

One definition: brand is regarded as a series of property, including brand recognition, brand loyalty, brand embodiment quality and brand association, which is the external value beyond all tangible assets such as production and commodities.

B. Model:-1-

④ Brand awareness:

A definition: use all tangible and intangible elements to build a solid brand protection circle, build a strong market competition barrier, and avoid stabbing people in the market.

B.OCI's spiritual identity (core values) abstractly constructs moral image and responsibility image.

OVI visual identification trademark symbol search keywords Chinese and English all rights reserved.

BI behavior identifies employees' behavior symbols: clothing, expression, state, language and gestures.

voice recognition

⑤ Brand leadership (management)

Example: McDonald's VS deslagging sesame seed cake

From strategy to tactics

B's core position in the enterprise

Open a broad perspective from a closed perspective.

D. Single product group products (diversification)

E. Global concept

F. Internal and external (uncontrollable)

ImageMotionCompensation (imagemotion compensation)

First, the theory is put forward

1. Background ① Brand management is more difficult: time (year) and space (nationality, country and region)

② The change of the brand itself is intensified: brand species-brand group.

{Economies of scale (oneness)-economies of scope (individuation)}

Brand connotation

2. Presenter

(1) Northwest University Hall Schultz.

② 1993 Integrated Marketing Communication

③ Integrated marketing communication

④ Evaluation: The latest marketing concept is the most integrated and the framework is too big.

Second, the evolution of theory.

4P——4C——5R——5U——IMC

1.4P (on marketing elements)-product, price, channel location and promotion.

2.4c (customer-oriented theory)-customer, cost, consideration and communication

Consumption radius theory: the radius of daily consumer goods is less than 2 kilometers (community, region)

Durable goods r ≤ 20km

3.5 Relevance (association),

Acceptance (the audience's acceptance and feelings)

Reaction (audience's reaction)

Recognition (audience recognition, return)

Relationship (relationship)

4.5U Fusion and Integration

Three. Definition of. ImageMotionCompensation (imagemotion compensation)

1. In the process of enterprise management activities, the communication strategy is based on the strategic view from the outside to the inside. In order to communicate effectively with stakeholders, the marketing communication manager is the main body.

2. Core: By integrating various resources of the enterprise, the purpose of "speaking with one voice" is achieved.

Section 4 Ethnic Minority Communication (Focus Communication)

I. Theoretical evolution

1. Ethnic communication

The earliest form of communication in history: Chronicle of Word-of-Mouth Legends-Little relatives (blood relationship) within the scope of communication

2. Mass communication (feudal society began to form in the middle and late period, and capitalist society was highly developed)

Alienation of Mass Communication: Simplicity (Media-Audience)

Averaging (unable to pay attention to personalization)

Very radical (privacy)

Passive (unidirectional) propagation

3. "Minority Communication": Inheriting Privacy and Interaction

Advantages of good affinity

Innovation: Technology, Media Form and Concept

Two. Selected representative media

1. blog-text-personal newspaper (dissolution of publishing rights)

2. Podcast-Voice-Personal Broadcasting (the production cost is relatively high)

3. Shooting guests-pictures-personal TV station (video)

4. pink-enjoy the goods * * *

5. Charm E-magazine

Three. Comparison between mass communication and minority communication

Project mass communication and minority communication

Marketing mode, mass marketing, one-to-one marketing

Segmentation, customer averaging and customer personalization

Product form, standard production, customized product supply

Interaction, one-way communication and two-way interaction

Economics, economies of scale, economies of scope

Customer Status Customer Anonymous Customer Details

This argument is based on traditional economics and new economics (long tail theory)

Four. enlighten

Verb (abbreviation of verb) The relationship between "big" and "small" (integration and complementarity)

Start-up-mature mass communication-minority communication

The second chapter integrates the concept of marketing communication.

Me. IMC management mode-1-

The difference between IMC and traditional advertising:-1-

2. Integrate the microstructure of marketing communication-1-

Three. 360 brand management

1. Propose Ogilvy Advertising Company.

2. Problems solved

How do consumers approach, use and feel brand needs and desires?

3. Essence: 360 brand management is an industry of brand detection, maintenance and development.

What's the problem? ② How to improve? 3 What about the future?

4. Process ① Information Collection

A enterprise survey B customer survey C first-class literature (direct literature) D second-class literature E third-class literature

② Brand testing (questionnaire survey, measurement form)

③ Brand detection ④ Brand photos (classic description)

⑤ How to use brand photos ⑤ Brand planning and development.

Section 2 Stakeholder Theory

American sociologist R.E. Freeman

visual angle

It is about the organizations and individuals that can influence the organization, and the management behaviors taken by the responding organizations and individuals.

Questions raised: ① Who are the stakeholders?

② What do stakeholders need?

③ How can stakeholders realize their own interests?

2. The stakeholders of the enterprise are divided into two categories.

Direct stakeholders: shareholders-maximization of interests (maximization of investment interests)

Employees-benefits

Creditor: bank

Supplier-Upstream

Consumers-high quality and low price-uncontrollable

Indirect stakeholders: competitors-duplication, interference-occur at the same time

Government to stimulate employment, land prices

Media interest groups (the fourth force) supervise communication (advertising)

Section 3 Database Marketing

A definition (CRM)-precision marketing, one-to-one marketing.

1. is a two-way interactive information exchange system, which provides every target customer with an opportunity for immediate feedback, and this feedback can be measured and measured.

2. Features: ① Digitalization of marketing and ② Digitalization of communication activities.

③ Digitization of analytical tools ④ Digital files of customers.

Database marketing communication: keywords: marketing+communication+digital (network technology)

The fourth quarter brand time management golden pyramid principle

I. Brand Management Background (P 136)

External: 1. Cultural Tradition-Copyright Consciousness

2. The legal environment-the lack of ancient laws-is difficult to implement.

3. Social environment-collective behavior

Internal: 2. Enterprise itself

Planning consciousness (foresight) protection consciousness

Three. Golden Tower Principle of Brand Protection -2-

Chapter III Target Communication Strategy

1. The position of communication in marketing

1. determines the success or failure of marketing.

2. Communication = Marketing = Advertising

Two. Types of communication means (P 168) -2-

1. Promotion strategy (industrial supplies)

2. Pull strategy (consumer goods)

3. Push-pull strategy

4. Application-In advertising cases, distinguish product types.

Chapter IV Positioning Communication

I. Proposal (P 173)

American marketing experts Reece and trout put forward it in 1970s.

2. Definition: it is not the psychological filling of the product itself, but the vacancy of the audience and customers' hearts.

Source: mental orientation (concept)-can be planned and manipulated.

4. Space: endless positioning and psychological vacancy will always exist, but advertising wisdom needs to be exerted.

Verb (abbreviation of verb) positioning method

1. First position (logical circle)

2. Comparative positioning

3. Characteristic positioning

4. Suppress positioning (lead)

Extended name

Look for vacant positions

relocation

Chapter V Brand Communication

I. Brand image -2-

Second, brand naming, brand slogan and brand image

1. Naming (Xue Ming)-Aesthetic example: Huawei Haier, founder of Lenovo Skyworth

2. Dual effects of brand naming: identification (uniqueness) and description.

① Full description: small and medium-sized pharmaceutical enterprises.

② Completely independent and casual: multinational enterprises with big brands.

(3) Association and suggestion (neutralization)-head and shoulders of wind shadow

Three. Brand slogan-products

Slogan of stability: 1 Refine corporate culture.

2. Summarize the enterprise plan (vision)

Advocate lifestyle

Short-term: aesthetic feeling, philosophical secularity

Slogan: secularization, gamification and aesthetic attraction

Supplement: advertising (marketing) planning scheme

1. Overview: Brief introduction of the purpose of enterprise development vision planning (brief introduction)

Two. Environmental analysis

1. PEST analysis of macro environment

Policy (p) society

enterprise

Economic technology

2. Meso-environmental competitive environment

3. Micro-analysis (SWOT)

4. Cross-environmental stakeholder analysis

Three. Advertising (Marketing) Creativity-Introduction (Abstract)

Four. Advertising (marketing) performance (specific implementation plan)

Verb (abbreviation of verb) media strategy

Effect monitoring of intransitive verbs

Chapter VI Advertising Performance

First, advertising performance.

1. is the way and path to display advertising creativity. (A tool for visualizing abstract concepts)

2. Appeal way: emotional appeal-intuitive and concrete.

Rational Appeal-Abstract Fuzzy (Linguistic) Rationality

3. The dispute between perceptual appeal and rational appeal

Contradictions: ① the principle of human evolutionary history, the hypothesis of rational man.

② In advertising reality, the situation is just the opposite.

Advertising culture: at the level-mass culture, non-elite culture.

In a time-instant culture, not a long-term culture.

In nature-entertainment culture, non-philosophical culture

Structural fragment culture, incomplete culture

Audience complexity

4.* * * Singing Strategy

Theoretical basis: "Eternism" philosophy school (Thomas doctrine)

Some values or life experiences that transcend individuals and time and space can arouse people's hearts.

Symbol: affection-sympathetic love-maternal love

Parting-nostalgia, sadness-joy

Chapter seven: Several schools of modern western advertising creativity.

1. Post-modernism advertising genre

2. Body Art School

Three. Fauvism (painting school)

Four. post-impressionism

Verb (abbreviation for verb) magical realism

The main line of western philosophy:

Ancient Greece (Rome)-Medieval Philosophy (Thomas)-Modern Philosophy (Kant)-Modern Philosophy-Postmodern Philosophy

Section 1 Postmodernism Schools

I. Setting the background

It came into being in 1980s (highly developed economy and society, diversified ideas).

Two. view

1. Story perspective

Example: a prairie+a good horse (modernists pay attention to good horses, while post-modernism pays attention to grass)

2. Evolution process

(1) architecture (symmetrical-asymmetrical)

(2) literature-poetry

③ Clothing-asymmetry (behavior)

3. Keywords

(1) Suspicion (authoritative cracking)

② Deconstruction (as opposed to construction)

③ Fracture (causality)

④ Anti-rationalism

⑤ Accidental consciousness

6. The center collapses and the edge bulges.

4. Essence: innovative thinking methodology

5. Abstract: Postmodernism is a literary and social trend of thought that occurred in Europe and America in 1980s and was popular in the West.

Its essence is to abandon the basic premise and normative content of modernity and reject the principle of formal restriction and partisanship of modernism, which is an intellectual's anti-rationalism, moral cynicism and emotional hedonism. -The world of games

6. Representative figures

West: ① Adorno ② Berger ③ Habermas ④ Lyotard.

China: Wang Zhihe's Puzzling Game-A Study of Postmodern Philosophy.

3. Application in advertising creativity

Many advertising creative phenomena cannot be explained by postmodern philosophy.

Unity/Difference * * * Gender/Personality Result/Generation (Process, Development)

Asymmetric thinking: focus on the weak/focus on the edge

Four. assess

It is a trend of thought, without system, definition and structure. As a way of thinking, it has a destructive effect on the surface and carries out deconstructive construction.

Section 2 Human Body Art

I. Definition

It refers to an art form in which the artist takes his own body as the theme and conveys the subject's specific thoughts, concepts, psychological and emotional activities as the carrier or expression medium.

Second, the significance

1. The human body itself has aesthetic value (special symbol)

2. Using body symbols can get more attention.

Three. Methodology

1. has the symbol of complete clothes.

2. Some clothes

3. Naked symbols

Four. Note: the definition of body art and pornography

1. Right-wing trend of pornography

2. The source of pornography is blurred-the acceptance of the audience has increased.

3. Foreign standards: advertising classification: bare parts, bare degree.

4. Historical experience of foreign countries

Tradition-rebellion-return to tradition

Section 3 animal nature

1. Definition: The amazing colors and distorted forms in painting are obviously completely different from those in nature.

Two. Representative: Matisse

3. Core: Normality-Transformation

Example: strong picture effect

post-impressionism

Concept: Pay attention to the subjective personality and formal expression of works.

Representative: Cezanne Van Gogh Gauguin

Features: 1. Features represent the whole (local-whole)

2. Simplification and abstraction

3. Contrast (destruction)

Magic Realism

core

Insist on putting the reality into an illusory environment and atmosphere, give it an objective and meticulous description, put it in a bizarre magic coat, and insert many magical and grotesque illusions, so that the whole picture presents a style that seems true and false, and it is difficult to distinguish between true and false.

Reason: Virtual social form

Magic symbol-advertising symbol