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回顧一下該安娜年度會議| blinnpr報告

Recap of the ANA annual conference回顧一下該安娜年度會議

Just returned from this year’s Association of National Advertisers’ annual conference in Orlando, Fla.剛剛返回從今年的協會,國家廣告客戶的年度會議在佛羅里達州奧蘭多市

Overall, I must say the ANA meeting provided a glimpse into changing times.整體而言,我必須說,全日空會議提供了一個一窺時代的變遷。

New technology garnered the most attention.新技術獲得了最引人注目的。 Attendees agreed that new technology posses a chaotic challenge to the marketing world, but the industry for its part is adapting.與會人士一致認為,新技術,具備混沌的挑戰,以營銷世界,但業界對於其的一部分,是適應。

By most indications, the 1,000 marketers in attendance (half of which were senior brand managers from member companies) are navigating the nontraditional landscape with renewed vigor.大多數跡象顯示, 1000年營銷在出席(其中半數以上的高級品牌經理從成員公司)是航行的非傳統景觀與新的活力。 The upbeat mood of the event was in sharp contrast to last year’s, held in Phoenix, where marketers were under siege battling critics on everything from obesity to their dependence on television advertising.樂觀的情緒,這次活動形成鮮明對比去年的,在鳳凰城舉行,那裡的營銷人被圍困戰批評對一切從肥胖對他們的依賴電視廣告。

This year, it seemed that the industry has indeed embraced the idea of reinvention.今年,似乎業界確實擁抱的思想改造。

Brandweek’s Marketer of the Year event kicked off the conference on Thursday night. brandweek的營銷今年的活動揭開序幕會議上週四夜。 Toyota’s Jim Farley, group vp-marketing, was named Grand Marketer of the Year.豐田車隊的吉姆farley ,集團副總裁營銷,被任命為大營銷的一年。

Procter & Gamble chairman and CEO AG Lafley, who keynoted Friday’s general session, contended that although media has changed, basic human needs haven’t.寶潔公司董事長兼首席執行官雷富禮銀,誰keynoted週五的一般會議,有爭議的,雖然媒體已經改變,人類的基本需要卻沒有這樣做。 “What’s different is how people are using media and technology choices to meet their needs.” “有什麼不同的是,人們如何使用的媒體和技術的選擇,以滿足他們的需求” 。

Lafley cited, putting mirrored ads in women’s bathrooms asking, “Is your lipstick still on?” and running targeted five-second TV spots with the same theme helped P&G increase sales of its Cover Girl Outlast lipstick by 25%.雷富禮列舉,把鏡像廣告,在婦女的浴室問, “是你的口紅,仍然對” ?和運行有針對性的5秒電視廣告與同一主題的幫助寶潔公司增加銷售其封面女孩經久耐用口紅百分之二十五。

Hit consumers when they don’t expect it and offer a positive solution, he advised: “It’s not about being at all the touchpoints, it’s about being at the right touchpoint when the consumer is open to it.”擊中消費者當他們並不指望它提供了一個積極的解決辦法,他建議: “這不是被所有touchpoints ,它的被在正確的touchpoint當消費者是開放給它” 。

If there is any company struggling with reinvention right now, it is Wal-Mart.如果有任何公司的掙扎與改造的權利,現在,這是沃爾瑪。 Stephen Quinn, svp-marketing, told the story of how the retailer’s namesake brand became threatened by the din of its critics and its dependence on one type of consumer: regular discount shoppers.斯蒂芬奎因,高級副總裁營銷,說故事如何零售商的同名品牌,成為受到威脅聲其批評者和其依賴於一種類型的消費者:定期折扣購物。

Global concerns came to the forefront numerous times.全球關切的來的前列,多次。 Lafley emphasized that in this age of the Gates Foundation and the Bono-driven Red effort to fight AIDS in Africa, it doesn’t hurt to trumpet your company’s charitable efforts.雷富禮強調,在這個時代,蓋茨基金會和波諾驅動紅色的努力,抗擊艾滋病在非洲,它不傷害到小號貴公司的慈善努力。 Hence, there was some mention of P&G’s laudable campaign to use its PUR technology to purify water in poor areas of Africa.因此,有一些提到寶潔的值得稱道的運動,利用其純保護技術淨化水在貧困地區的非洲國家。

Sadly, said Lafley, some 5,000 babies die every day from drinking fouled water on the continent.可悲的是,雷富禮說,一些嬰兒死於5000每天從飲用水犯規,水對大陸的。

Still, there were numerous times during the event that it seemed marketers should not be brimming with confidence amidst this new world order.仍然有無數次在這一事件中,它似乎是行銷人員不應該充滿的信心,在這個新的世界秩序。

Missteps weren’t hard to come by during presentations in which ANA president/CEO Bob Liodice cited scandal-marred Hewlett-Packard as an example of corporate accountability.失誤沒有硬來,由在簡報過程中,全日空主席/首席執行官Bob •利奧狄斯引用醜聞marred惠普公司作為一個例子,公司問責制。 The Partnership for a Drug Free America was credited with creating a 30% drop in drug use, even though a recent Government Accountability Office report blasted the $1.4 billion effort as ineffective.夥伴關係的一個免費供藥,美國是記入與創造下跌了30 % ,在使用藥物,即使最近政府責任辦公室的報告炮轟14億美元,努力為無效。 The capper was perhaps Linda Kaplan Thaler showing a spoof video that skewered Wal-Mart with footage of goose-stepping soldiers taking over the US, just minutes before Quinn took the stage to talk about reinvention.該封蓋機,也許是琳達卡普蘭塞勒顯示一個欺騙性的視頻skewered沃爾瑪與畫面鵝加強士兵接管了美國,前幾分鐘奎因了現階段談論改造。

Most stories of reinvention, heard from many speakers, seemed to require abolishing or diminishing the use of the 30-second television spot.大部分的故事,改造,聽到許多發言者,似乎需要取消或減少使用的30秒鐘的電視現場。 However, marketers seem to have trouble doing so as nearly every presentation began, ended or heavily spotlighted big-spending brands’ 30-second TV ads.不過,營銷似乎有麻煩,這樣做,因為幾乎每一個介紹開始,結束或大量spotlighted大消費品牌' 30秒的電視廣告。

Kaplan Thaler, head of her eponymous New York ad agency, offered a more lighthearted variation on the theme of tech-driven change with a whimsical theory.卡普蘭塞勒,她的頭部eponymous新紐約的廣告機構,提供一個更輕鬆的變化為主題的高新技術為主導的變化與異想天開的理論。 She said that the 30-second TV spot might resume its rightful place in the media hierarchy in 2016 after people stop using the Internet and decide they want big media companies to once again tell them what to watch.她說, 30秒鐘的電視現場可能恢復其應有的地位,在媒體上等級在2016年後,人們停止使用互聯網,並決定他們想要的大媒體公司再次告訴他們什麼觀看。

Thanks for reading, and as always, feel free to email or post your comments.感謝閱讀,而且,與往常一樣,歡迎隨時以電子郵件或郵寄您的意見。

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