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张惠辛问(以下简称“问”):中国广告人与广告主很想知道米尔顿·科特勒先生对广告及品牌的观点。我的第一个问题是:您如何看待广告在营销中的地位?米尔顿·科特勒先生答(以下简称“答”):我觉得在消费品市场和服装,家庭用品等领域,广告的主要作用是在消费者那里建立起对某种产品的欲望。这是广告的创造力所在。现在的广告应该超越完成知名效应的阶段。以前在广告还不是很贵的时候,或者广告预算还不是太局促的时候,广告可以随心所欲一点。今天的广告,显然应该进入到一个更高的阶段,那就是从仅仅让人们知道一个产品,发展到试图激发人们对某一产品或品牌的兴趣。那么,你就要研究,究竟是什么能够引起消费者的兴趣,是产品技术上的创新,还是产品外观上的美妙之处。这些都可以通过广告去传达
Zhang Hui Xin asked (hereinafter referred to as “ask ”): Chinese advertisers and advertisers would like to know the views of Milton · Kotler on advertising and brand. My first question is: How do you view the position of advertising in marketing? Mr. Milton Kotler A. (Hereinafter referred to as “A”): I think in the consumer market and clothing, household goods and other fields, advertising The main role is to establish a desire for a product in the consumer. This is the creative aspect of advertising. Now the ad should go beyond the stage of the well-known effect. In the past when advertising is not expensive, or the advertising budget is not too cramped, the ads can be arbitrary. It is clear that today’s advertising is about to enter a much higher stage of development, from just getting people to know one product to trying to excite people’s interest in one product or brand. So, you have to study, what is what can arouse the interest of consumers, is the product of technological innovation, or the beauty of the product appearance. These can be advertised to convey