Sei-katsu-sha theory

1. Proposition of theory

1. Lifestyle - Psychologist (1927) Adler

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

2. 1978, Michelle , "VALS" mode - physical model (graphical, diagram) function expression (numeric mode)

3. Advertising Industry Hakuhodo—Japanese Advertising Company

2. Main concepts

1. Definition: Treat consumers as "life-setters", not only analyze consumer behavior, but also deeply observe people's daily lives, and study people's values, expectations and dreams in detail.

2. The evolution of advertising concepts

Product information guides creativity-life mentality guides creativity

3. Main features

①Popular civilian perspective

②Leisure "Lotus Picking Song" Chinese classical leisure artistic conception

③Fashionable interface (a certain aspect)< /p>

④Entertainment expression

⑤Free space and behavior

⑥Original nature

4. Supporting materials for advertising creativity

①Advertising symbols ②Discourse ③Advertising scenes

5. Model (VALS)-1-

Section 2 Brandism

Sei-katsu-sha: Behavior (work, consumption, leisure)

Psychology (values, expectations, Dream)

1. Logical starting point

Start from the advertisers themselves, conscious behavior - professional behavior

Advertisers’ values, expectations and dreams

2. The starting point of realistic logic

1. "Smile Principle" (economic benefits)

2. Historical evolution

①Manufacturingism and brandism

②Crack the "OEM" model

③Cultivation of "brands": international brands globally

National product polarization: Eastern (leading), Chinese and Western

Provincial brands

Municipal brands

3. Theoretical Framework of Brandism (P30)

①Theoretical Proposer: David A Aaker from the United States

②Theoretical Framework: Brand Trilogy: Brand Equity Theory

Brand detection theory

Brand leadership theory

③Brand equity theory:

a. Definition: Treat the brand as a series of Property includes brand recognition, brand loyalty, quality embodied by the brand, and brand association. It is an external value that transcends all tangible assets such as production and commodities.

b. Model: -1-

④Brand Identity:

a. Definition: Use all tangible and intangible elements to build a solid layer of The brand protection circle builds a strong barrier to market competition and avoids open and covert attacks in the market.

b. OCI concept identification (core values) abstractly constructs a moral image and a responsible image

OVI visual identification trademark symbol search keywords Chinese and English copyright

BI behavior Recognize employee behavioral symbols: clothing, expressions, status, language, gestures

Voice recognition

⑤Brand leadership (management)

Example: McDonald's VS Luozhao Shaobing

A From strategy to tactics

B The core position in the enterprise

C Opening up a broad perspective from a closed perspective

D Single product group product (diversified)

E Global concept

F Internal and external enterprise (uncontrollable)

IMC

one. Proposition of theory

1. Background ① The difficulty of brand management has increased: time (year) space (nation, country, region)

② The changes in the brand itself have intensified: brand types-brand groups

{Scale Economy (Uniqueness) - Economy of Scope (Personalization)}

Brand connotation

2. Proposed by

①Don Schultz, Northwestern University, USA

②1993 Integrated marketing communication

③Integrated marketing communication

④Evaluation: Latest The most integrated framework of marketing concept is too big

Second, theoretical evolution

4P——4C——5R——5U——IMC

1 ．4P (Marketing Elements Theory) - Product, Price, Channel Place, Promotion

2. 4c (Customer Orientation Theory) - Customer, Cost, Convenient, Communication

Consumption radius theory: the radius of daily consumer goods <2km (community, regional)

Durable goods R≤20km

3.5R Relevance (relevance),

Receptivity (audience acceptance and feelings)

Reaction (audience response)

Recognition (audience recognition, return)

Relationship (relationship)

4. 5U fusion and integration

3. Definition of IMC

1. In the process of business management activities of enterprises, based on the strategic perspective from outside to inside, in order to effectively communicate with stakeholders, the communication strategy is carried out with marketing communication managers as the main body.

2. Core: Through the integration of multiple resources of the enterprise, the goal of "speak in one voice" can be achieved (speak in one voice)

Section 4 Niche Communication (Focus Communication)

1. Theoretical Rheology

1. Niche communication

The earliest forms of communication in history: oral and ear legends and chronicles - small scope of communication kinship (blood relationship)

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

Alienation of mass communication: Simplification (media-audience)

Average (unable to pay attention to individuality) ization)

Very aggressive (right to privacy)

Passive (one-way) communication

3. "Niche communication": Inheriting privacy and interactivity

Advantages of better affinity

Innovation: technology, media forms, concepts

2. Several representative media

1. Blog - text - personal newspaper (dissolution of the right to publish)

2. Podcasting - Sound - Personal Broadcasting (production costs are relatively high)

3. Photographer - Picture - Personal TV Station (Video)

4. Pinke——Exclusive items

5. Meike - electronic magazine

3. Comparison between mass communication and niche communication

Project mass communication niche communication

Marketing model mass marketing one-to-one marketing

segmented customers average customers Personalization

Product form standard production Customized product supply

Interactivity One-way communication Two-way interaction

Economics Economies of scale Economies of scope

Customer status, customer anonymous customer details

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

IV. Enlightenment

5. The relationship between "big" and "small" (integration and complementarity)

Start-up - mature mass communication - niche communication

Chapter 2 Integrated Marketing Communication Concept

1. IMC management model -1-

The difference between IMC and traditional advertising: -1-

II. Microscopic components of integrated marketing communications -1-

3. 360° brand management

1. Proposed by Ogilvy & Mather Advertising Company

2. Problems solved

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

3. Essence: 360° brand management is a brand detection, maintenance and development industry

①what's the problem? ②how to improve? ③what's the future?

4. Process ①Information collection

a Enterprise research b Customer survey c Primary documentation (direct documentation) d Secondary documentation e Tertiary documentation

②Brand detection (questionnaire, measurement form)

③Brand Detecting ④ brand portrait (classic description)

⑤ How to use brand portrait ⑥ Brand planning and development

Section 2 Stakeholder Theory

American sociologist Frank R.E. Freeman's

Perspectives

are about the groups and individuals that can affect the organization and the management actions taken in response to the groups and individuals.

Questions raised: ①Who are the stakeholders?

②What do stakeholders need?

③How do stakeholders realize their own interests?

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

Direct stakeholders: Shareholders - Maximizing interests (maximizing investment returns)

Employees - Welfare

Suppliers - upstream

Consumers - high quality and low prices - uncontrollable

Indirect stakeholders: competitors - Copying, interference - competition and cooperation

Government - boosting employment, land prices

Media - interest groups (the fourth power) Supervisory communication (advertising)

Section 3 Database Marketing

1. Definition (CRM) - precision marketing, one-to-one marketing

1. It is a two-way interactive information exchange system that provides each target customer with the opportunity to make immediate feedback, and this feedback is measurable and measurable.

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

③ Digitalization of analysis tools ④ Customer digital files

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

Section 4: The Pyramid Principle of Brand Time Management

1. Background of brand management (P136)

External: 1. Cultural Tradition—Copyright Awareness

2. Legal environment - lack of ancient laws - difficulties in enforcement

3. Social environment - collective behavior

Internal: 2. The enterprise itself

Planning awareness (foresight) Protection awareness

3. The Pyramid Principle of Brand Protection -2-

Chapter 3 Target Communication Strategy

1. The role of communication in marketing

1. Determine the success or failure of marketing

2. Communication = Marketing = Advertising

2. Types of communication methods (P168) -2-

1. Push strategy (industrial supplies)

2. Pull strategy (daily consumer goods)

3. Push-pull strategy

4. Application - Distinguishing product types in advertising cases

Chapter 4 Positioning Communication

1. Proposed (P173)

American marketing experts Rees and Trout proposed in the 1970s

II. Definition: Not for the product itself, but for the communication audience, a psychological filling of the gaps in the customer's brain.

3. Source: Mental positioning (concept) - can be planned and manipulated

4. Space: Positioning is endless and psychological vacancies will always exist, but advertising wisdom is needed

5. Positioning method

1. First positioning (logical circle)

2. Comparative positioning

3. Feature positioning

4. Suppressive Positioning (Leader)

5. Expand name

6. Find vacancies

7. Repositioning

Chapter 5 Brand Communication

1. Brand image -2-

2. Brand naming, brand slogan and brand image

1. Naming (nomenclature) - aesthetics Examples: Lenovo, Founder, Skyworth, Huawei, Haier

2. The dual effects of brand naming: identification (distinctiveness) and descriptive

①Completely descriptive: pharmaceutical small and medium-sized enterprise community

②Completely independent and casual: big brand multinational enterprises

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③Associative and suggestive type (neutralization) - Wind Shadow Head and Shoulders

3. Brand slogan - product

Stable slogan: 1. Refining corporate culture

2. Outline the corporate plan (vision)

3. Advocate lifestyle

Short-term: Aesthetic, Sensational, Philosophical, Secular

Slogans: Secular, Gamifying, Aesthetic and Attractive

Supplement: Advertising ( Marketing) planning program

1. Overview: Company Profile, Development Vision, Planning Purpose (Introduction)

2. Environmental Analysis

1. Macro-environment PEST analysis

Policy (P) Society (S)

Enterprise

Economy (E) Technology (T)

2 .Meso environment competitive environment

3. Microscopic Analysis (SWOT)

4. Stakeholder analysis across environments

3. Advertising (marketing) creativity - introduction and overview (abstract)

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

5. Media strategy

6. Effect Monitoring

Chapter 6 Advertising Performance

1. Advertising Performance

1. It is the display method and path of advertising creativity. (A tool to visualize abstract ideas)

2. Appeal mode: Emotional appeal - intuitive, concrete and clear

Rational appeal - abstract, fuzzy (language) rational

3. The debate between emotional appeals and rational appeals

Contradictions: ①Principles of human evolutionary history, hypothesis of rational people

②In advertising reality, the opposite is true

Advertising culture: levels Above - popular culture, non-elite culture

In terms of time - transient culture, not long-term culture

In terms of nature - entertainment culture, non-philosophical culture

In terms of structure - fragmented culture, incomplete culture

In terms of audience - complex

4. ***Ming strategy

Theoretical basis: "Eternalism" philosophical school (Thomism)

Some values ??or life experiences that transcend individuals, time and space can trigger the human soul* **Vibrate.

Symbols: family affection - sympathy love - maternal love

Parting - nostalgia and sadness - joy

Chapter 7 Several schools of modern Western advertising creativity

1. Postmodernism Advertising School

2. Body Art School

3. Brutalism

4. Post-Impressionism

5. Magical Realism

The main line of Western philosophy:

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

Section 1 Postmodernism School

1. Proposed background

Produced in the 1980s (highly developed economy and society, diversified ideas)

II. Viewpoint

1. Story - perspective

Example: a grassland + a horse (modernists focus on horses, postmodernists focus on grass)

2. Evolutionary process

①Architecture (symmetry-asymmetry)

②Literature-poetry

③Clothing-asymmetry (behavior)

3. Keywords

①Doubt (authoritative cracking)

②Deconstruction (opposite of construction)

③Frustration (causality)

④Anti-rationalism

⑤Accidental consciousness

⑥The center collapses and the edges rise

4. Essence: Innovative Thinking Methodology

5. Summary: Postmodernism is a popular Western literary, artistic and social trend that occurred in Europe and the United States in the 1980s.

Its gist is to abandon the basic premise and normative content of modernity and reject the formal limiting principles and partisan principles of modernism. It is a kind of intellectual anti-rationalism, moral cynicism and emotional turmoil. Hedonism. ——The world of games

6. Representative figures

West: ① Adorno ② Berger ③ Habermas ④ Lyotard

China: Wang Zhihe's "The Game of Puzzling - Research on Postmodern Philosophical Trends" 》

3. Application in Advertising Creativity

Many advertising creative phenomena cannot be explained by postmodern philosophy.

Unity/difference***/personality result/generation (process, development)

Asymmetrical thinking: care for the weak/emphasis on the edge

Four． Evaluation

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

Section 2 Body Art

1. Definition

Refers to an art form in which the artist uses his or her own body as the subject matter to convey the subject’s specific thoughts, concepts, psychological and emotional activities as a carrier or expression medium.

2. Meaning< /p>

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

2. Using human body symbols can gain greater attention

3. Method

1. Symbols of complete clothing

2. Partial clothing

3. Nude symbols

4. Note: The definition of body art and pornography

1. The right-leaning trend of pornography

2. The origin of pornography is blurred - the audience's acceptability is rising

3. Foreign standards: Advertising classification: exposed parts, degree of exposure

4. Foreign historical experience

Tradition - Rebellion - Return to tradition

Section 3 Brutalism

1. Definition: those shocking things in paintings The colors, the distorted forms, clearly deviate from the shapes of nature.

2. Representative figure: Matisse

3. Core: Normality - Abnormal

4. Example: ∨ Strong picture effect

Post-Impressionism

Concept: Pay attention to the subjective personality of the work and pay attention to the formal expression

Representative figure: Cézanne Van Gogh Gauguin

Characteristics: 1. Characteristics represent the whole (part-whole)

2. Simplification and abstraction

3. Contrast (destruction)

Magical realism

Core

Insisted on putting reality into illusory environments and atmospheres, and giving objective and detailed descriptions. The reality is covered with a grotesque and magical coat, and many magical and grotesque illusions are inserted, making the whole picture appear to be true but not real, false but not false, and true and false difficult to distinguish.

Reason: Virtual social form

Magic symbol - advertising symbol