, .
, . ³ . : " . ". , . : " . ". , , , . , , : " . . , . ³ , 70% $ 10 . , 5000 . $ 6 . $ 20 000, , , (ROI) 20%, 15%. . ".
, , 㳿, , .
, " ". , . , " ", . . , .
䳿 1-2% . , , , , . " ".
, . .
. .
, , . .
|
|
, , . ? ճ e-mail , ? , , , .
-. , "Absolut": ? . 䳿 '. . . : .
. . , . . ³ (William Bernbach): " . , , ".
, . Coca-Cola : "The Real Thing" (" "), "Coke Is It" (" Coke") "I'd Like to Teach the World to Sing" (" "). .
˳ . г (Rosser Reevs) Ted Bates Advertising Agency ' , , "R--L-A-I-D-S spells RELIEF" ("R--L-A-I-D-S "). (Leo Burnett) , , : Green Giant ( ), Pillsbury Doughboy (--ҳ Pillsbury), Marlboro Cowboy ( Marlboro) . Doyle, Dane & Bernbach , . , FedEx , ; , FedEx.
, . . Ferrari, Tiffany, Gucci Ferragamo. "Ferrari" : ( ), . ³ (Charles Revson) Revlon: " . ".
. , . (Stephen Leacock), , : " , ".
|
|
, , . , . , . , .
, . '. ³ . , 100 . . 60 . , , . : .
볺. 볺 : . , , . , 볺 .
, , : " , , 볺 ?" , . , . .
, . -, . -, . -, , , "" .
, . , , , , . (Stewart Henderson Britt) : " . , , ".
: " , , , ".
, . (David Ogilvy) : "ͳ , '. . ".
, , : " ... , , , , ,... 볺, ".
ҳ, , : "Marlboro", "Absolut", "Volvo". :
Ø . .
Ø , , , : , 25 , Pikes Peak. ?
ҳ , , (John Wanamaker): " , , , , , ".
|
|
? ' "" : , , -, (mission, message, media, money, measurement).
̳ : , , . . , , "Coca-Cola", . , , .
. - .
.
1. ?
2. , : , ?
3. 䳿?
4. , ?
5. ?
6. , ? ?
- . - , , , , , , , , ' . - .
, - , , . , , , , 60% , 1 . . 600 000 . , . 1 800 000 . , , 6 . , 3600000 . , , $ 20 1 000 . : $ 720 000 ($ 20 x 3 600 000 / 1 000). , -. , .
. , , . , , .
. , , . 18% , , 15%, , 13% , . , , , .
. . , . , , .
|
|
, Coca-Cola , "Coke", , $ 70 . ? 70 10 700 . , . , 700 . "Coke".
, . , , . . , .
: , , . Pepsi-Cola $ 100 . "Pepsi One" . , . , .
? , , . $ 1 . . , . " ", , , .
. Pa (Stan Rapp) (Thomas Collins) , "Beyond MaxiMarketing" (" -"). " , , , ' , ".
? , . . , (Sergio Zyman), - Coca-Cola, : ", , , ". ³ : " , . , , , , , , , , , ". .
. , . - ! - (Regis McKenna) : " . ', -".
. "" , . "", , - (, , ). , . "", "". " 35 50 " ", , ".
, . " " , , (, , ). ' , , .
|
|
, " " , , ' . IBM " " , , IBM.
. " " . , . , . -. , , .
. , , , . , , 䳿. , , . - .
. , : , , . ( ) . .
: , . , 㳿 , , . , . .
вͲ ֲ
, . . , , , . , , ; . , . , . , Toys 'R' Us, , .
Kevin Price (Bowling Green): " -, , , : . , , . , , , ".
ҳ "" , , : me Depont Lowe's; Sam's Costco; Barnes & Noble Bordes; Office Max Office Depot Staples; Circuit City Best Buy.
. (Cyril Magnin), , : " , ". : " 쳺 , ".
", , ". . ̳ Amazon.com, . , .
. , . . , . , . , , .
, . -, . . ϳ , , , , .
-, . , . , , . , Bames & Noble, Stu Leonard .
-, . . , . President's Choice, , Canada's Loblaws, . - . , .
-, web- .
IJ IJ
, ! , . 50% . , , , . ³ , . / , .
? . , , , ', , . .
Ø
Ø
Ø ij
Ø '
Ø
Ø
Ø
Ø
Ø
Ø
Ø
Ø
Ø
Ø Web-
Ø E-mail
Ø 2-
Ø
Ø
Ø
Ø
Ø
, ϳ : " , , ". , . ' , .
? , . Starbucks Coffee Company. , , . Starbucks , , . Albertson's '. , Starbucks. : " , ". .
, , . -, , . Starbucks, United Air Lines, , ? ' , Starbucks ? -, . Starbucks , , . , , . - Starbucks, , .
, , . , Rolex Watch Company . , , , .. , . , .