Just returned from this year’s Association of National Advertisers’ annual conference in Orlando, Fla.刚刚返回从今年的协会，国家广告客户的年度会议在佛罗里达州奥兰多市
Overall, I must say the ANA meeting provided a glimpse into changing times.整体而言，我必须说，全日空会议提供了一个一窥时代的变迁。
New technology garnered the most attention.新技术获得了最引人注目的。 Attendees agreed that new technology posses a chaotic challenge to the marketing world, but the industry for its part is adapting.与会人士一致认为，新技术，具备混沌的挑战，以营销世界，但业界对于其的一部分，是适应。
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.大多数迹象显示， 1000年营销在出席（其中半数以上的高级品牌经理从成员公司）是航行的非传统景观与新的活力。 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.乐观的情绪，这次活动形成鲜明对比去年的，在凤凰城举行，那里的营销人被围困战批评对一切从肥胖对他们的依赖电视广告。
This year, it seemed that the industry has indeed embraced the idea of reinvention.今年，似乎业界确实拥抱的思想改造。
Brandweek’s Marketer of the Year event kicked off the conference on Thursday night. brandweek的营销今年的活动揭开序幕会议上周四夜。 Toyota’s Jim Farley, group vp-marketing, was named Grand Marketer of the Year.丰田车队的吉姆farley ，集团副总裁营销，被任命为大营销的一年。
Procter & Gamble chairman and CEO AG Lafley, who keynoted Friday’s general session, contended that although media has changed, basic human needs haven’t.宝洁公司董事长兼首席执行官雷富礼银，谁keynoted周五的一般会议，有争议的，虽然媒体已经改变，人类的基本需要却没有这样做。 “What’s different is how people are using media and technology choices to meet their needs.” “有什么不同的是，人们如何使用的媒体和技术的选择，以满足他们的需求” 。
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%.雷富礼列举，把镜像广告，在妇女的浴室问， “是你的口红，仍然对” ？和运行有针对性的5秒电视广告与同一主题的帮助宝洁公司增加销售其封面女孩经久耐用口红百分之二十五。
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.”击中消费者当他们并不指望它提供了一个积极的解决办法，他建议： “这不是被所有touchpoints ，它的被在正确的touchpoint当消费者是开放给它” 。
If there is any company struggling with reinvention right now, it is Wal-Mart.如果有任何公司的挣扎与改造的权利，现在，这是沃尔玛。 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，高级副总裁营销，说故事如何零售商的同名品牌，成为受到威胁声其批评者和其依赖于一种类型的消费者：定期折扣购物。
Global concerns came to the forefront numerous times.全球关切的来的前列，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.雷富礼强调，在这个时代，盖茨基金会和波诺驱动红色的努力，抗击艾滋病在非洲，它不伤害到小号贵公司的慈善努力。 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，有一些提到宝洁的值得称道的运动，利用其纯保护技术净化水在贫困地区的非洲国家。
Sadly, said Lafley, some 5,000 babies die every day from drinking fouled water on the continent.可悲的是，雷富礼说，一些婴儿死于5000每天从饮用水犯规，水对大陆的。
Still, there were numerous times during the event that it seemed marketers should not be brimming with confidence amidst this new world order.仍然有无数次在这一事件中，它似乎是行销人员不应该充满的信心，在这个新的世界秩序。
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.失误没有硬来，由在简报过程中，全日空主席/首席执行官Bob •利奥狄斯引用丑闻marred惠普公司作为一个例子，公司问责制。 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.伙伴关系的一个免费供药，美国是记入与创造下跌了30 ％ ，在使用药物，即使最近政府责任办公室的报告炮轰14亿美元，努力为无效。 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.该封盖机，也许是琳达卡普兰塞勒显示一个欺骗性的视频skewered沃尔玛与画面鹅加强士兵接管了美国，前几分钟奎因了现阶段谈论改造。
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，听到许多发言者，似乎需要取消或减少使用的30秒钟的电视现场。 However, marketers seem to have trouble doing so as nearly every presentation began, ended or heavily spotlighted big-spending brands’ 30-second TV ads.不过，营销似乎有麻烦，这样做，因为几乎每一个介绍开始，结束或大量spotlighted大消费品牌' 30秒的电视广告。
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.卡普兰塞勒，她的头部eponymous新纽约的广告机构，提供一个更轻松的变化为主题的高新技术为主导的变化与异想天开的理论。 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.她说， 30秒钟的电视现场可能恢复其应有的地位，在媒体上等级在2016年后，人们停止使用互联网，并决定他们想要的大媒体公司再次告诉他们什么观看。
Thanks for reading, and as always, feel free to email or post your comments.感谢阅读，而且，与往常一样，欢迎随时以电子邮件或邮寄您的意见。
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