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日化类,一个日日造化无数广告人的必修课。一块充满钱力的媒体大饼。根据个人涉足多国多品牌的多年实战经验,从高档的国际品牌到普及的开发货架式化妆品,从欧美、日本到国内品牌,最大的学习是: 日化类的创意确有其宿命,由于女性消费者的高度涉入,高关心度,高度理性的切肤切身大事,半世纪以来,终究逃不出宝洁、联合利华行销巨人的世纪宝典。于是,调研成了创意的紧箍咒,最后总是少数服从多数。那些冲击力、原创力较强的想法,常常胎死腹中,壮烈牺牲。
Day class, a daily creative countless ads for the compulsory course. A money-filled media pie. According to many individuals involved in multi-country multi-brand multi-year actual combat experience, from high-end international brands to the popular development of shelf-type cosmetics, from Europe and the United States, Japan to domestic brands, the biggest learning is: Japan’s creative class does have its fate, due to female consumption The highly involved, highly caring, highly rational skin and personal events, half a century, after all, can not escape the P & G, Unilever marketing Giants Century Collection. As a result, the research became a compulsive spell of creativity, and in the end is always the minority obedience majority. Those impact, strong original ideas, often aborted, heroic sacrifice.