CIP ISBN 7-306 - 02331-4 /. 2004. 10 Ⅰ. Ⅱ. 1Ⅲ. Ⅳ. F713. 8 CIP 2004 043812 0208411199684113349 0208411199884111160 135 510275 02084036565 889mm 1194mm 1 /32 21. 625 434 2004 10 1 2004 10 1 38. 00 4000
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2004 10 40 USP USP 2
80 6 30 UPS 1
2004 8 40 10 90 10 2
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AIDMA AIDMA MA AID A Attention I Interest D Desire M Memory A Action AIDMA AIDMA 1. 2. 7
1. AIDMA 5 1000 5 1000 5 3 1000 5 1000 8
2. 3. 4. 9
1. 2. 1994 10
50 1 2 3 45 6 7 8 9 10 11
12
13
12 5 12 5 85% Originality Fresh 14
15
Copy Club 1. 16
1893 ~ 1961 1898 ~ 1943 1954 1898 ~ 1961 17
2. USP 18
3. 4. 19
J. Walter Thompson 5. 1. 20
2. 3. 1-1? 21 5000 21
CO 2 BDNF CM LN FN NP VitB1VitB6 30%? 1-1 22
1. 1-2 1-2 23
2. 1. 1920 1872 1887 50 24
90 2. New York is Eating up 20 90 25
26
1. 27
XO XO FOV FOV 28
2. 29
30
1-3 1-3 COASTER 31
COASTER 10 COASTER COASTER COASTER COASTER COASTER COASTER COASTER AIDMA 1. AIDMA 32
7 ± 2 7 6 34% 6 13% 2. 33
2 1-4 85% 1-1 - 4 1. 2. 3. 4. 5. 6. 34
7. 8. 9. 10. 1999 7 21 88 1911 6 23 6 10 1938 1946 100 35
1948 6000 320 IBM 1963 4000 4 1. 4 360 36
1973 26 10 17 1989 WPP 8. 64 WPP 3 80 5 1 30 6 37
20 38
13 32 1600 79 7 15 39
7 1 1041 ~ 1048 960 ~ 1127 300 ~ 400 40
1985 8 1306 700 80 15 4050 1472 1477 41
16 17 Advertisement 1622 1625 17 1610 42
1880 1840 43
3000 1. 2. 3. 44
1. 2-1 2-1 45
2. 46
3. 47
960 ~ 1127 4 7 2-2 2-2 44 48
19 19 20 1840 ~ 1919 49
1913 30 30 1919 ~ 1949 30 30 20 30 20 30 30 19 50
1923 15 43% 43% 62% 20 51
1928 1949 1949 10 ~ 1966 6 52
1966 5 ~ 1976 10 1976 10 1978 12 1979 20 80 90 21 20 1. POP CI DM 2. 90 53
1998 2-3 2-3 3. 54
1979 12 30 5 4. 20 55
20 USP 20 50 USP USP R. Rosscr Reevcs 20 50 USP Unique Selling Proposition or Point USP 56
USP Mals USP USP USP + 20 60 20 60 20 60 Brand Image USP 20 60 USP 57
26 60 20 DDB 58
20 60 20 60 Lemon Nobody s perfect Ugly is only skin - deep The smallerthe better Levy s Cinnamon Raisin Bread 59
20 70 1971 4 J. A. 7up 7up 7up Un Cola 7up 20 70 60
20 80 MTV MTV 2-4 MTV M MTV 2-4 61
20 90 62
1949 ~ 1966 17 1962 1979 E. 20 21 50 50 63
60 60 70 70 DM DM DM DM DM DM 64
20 21 20 80 21 19 20 1886 1909 1929 1938 1948 1956 1966 1976 1989 1993 65
20 90 17 1625 1710 WEAF 66
1922 1979 12 30 20 90 67
90 5. 3 5. 3 4. 2 6 5 1890 Francis Ayer 1880 68
69
21 15 70
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 71
19 70 1837 19 70 1880 9 6 400 800 1 20 72
19 20 1883 1884 1886 100 19 73
1. 74
2. 75
200 1981 1990 20 80 1990 2003 76
3-1 3-1 10 55 1. 40 2. 20 ~ 25 3. 77
10 Life Cycle 78
3-2 CMM2 CMM Capacity Maturity Model CMM 1. 3-2 79
2. 3-3 1. 2. 3. 4. 5. 6. 7. 1. 2. 80
3. 4. 5. 6. 7. 3-3 81
3-4 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 1. 2. 3. 4. 82
5. 6. 7. 8. 9. 3-4 83
15 30 84
Nike 85
USP 1992 86
Apollo Apollo 87
3-5 3-5 88
89
90
1. 20 90 1995 2. 91
Apollo IT 90 92
60 > > 93
1. 2. 20 300 3-6 3-6 SIM 94
N 3. USP 4. 95
5 20 50 96
21 1. 97
2. 3-7 3-7 USP 98
99
90 PDK T20 PDK - T20 100
PDK - T20 P D K 1 /4 T2 3 10 PDK 101
PDK PDK 1. 1992 3 ~ 4 41 2. 14 3. PDK AA BB AA BB 90 PDK 102
PDK PDK PDK PDK 1. 2. PDK 3. PDK 4. 5. PDK 6. PDK 6 15 ~ 7 15 103
PDK 1. 2. 3. 4. 5. PDK 104
POP POP PDK POP PDK POP 1. 1 2 2 ~ 3 3 2. PDK 3. 1. 1 2 2. 1 105
2 1 PDK 2 PDK PDK PDK 3 PDK 3. 4. 1. 106
2. 3. 4. 5. 6. PDK 7. PDK 1. 2. 3. 4. 107
1. 2. 1992 108
109
USP 5 5 10 2004 3 500 1 /3 2008 2003 100 10 2 45 50 3-8 110
3-8 Stereotype 111
10 AFI 112
1994 21 PACT Postitioning Advertising Copy Testing 1. 2. 3. 2003 4. 113
5. 6. 7. 8. 9. 10. Fallon McElligott 15 AE 23 Norman Berry AE Focus Group 1 114
3 Bill Bernbach 2 115
20 Poe Pytka Pat Burnham Jarl Olsen AE 50 Just do it / / 116
6 1 Paul Valery Edward DEBono AE 117
14 14 AE 5 1997 118
119
1. 2. 3. = = 1. 2. 3. 4. 120
5. 1. 23. 8% 2. 18. 9% 94 BURMS 3. 12. 2% 50 4. 12. 4% 5. 20. 8% 121
12 23 20% 35 6. IBM 7. 11. 9% 8. 1. 1 2 3 5 122
2. 1 2 3. 1 2 3 4 5 1. 123
2. 1 2 3 3. 1 2 3 4 5 6 7 8 9 10 瑏 瑡 瑏 瑢 1. Aida I Idea Impact Interesting Information Impulsion F Fresh Fun Faithful Free D - D - P - C Dramatic Desceriptive Persuasive Climching Lacy Stone Aida Attention Interest 124
Desire Action 2. 1 2 3 3. 1 125
2 6450 Schlitz 5 800 20% 3 Panasonnic 4. 126
20 50 127
1. 2. 1 2 3 4 5 128
3. 4. 7 129
1. 7 ± 2 2. 3. XO 100% 999 AST 1. 2. 3 3. 130
4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 20 80 90 20 2002 10 1980 1981 1982 131
1983 1988 1984 1987 757 1989 1885 SONY 1990 SONY 1986 M&M 132
1993 1991 505 505 1994 1992 133
1995 1997 828 828 1996 NEC NEC 134
1998 1999 VCD 2000 FM365 27 Haier MW 135
A. a. b. B. MW a. M b. W 020-87397327 020-87389999 16 02087389999Internet http/ / www. haier. com E - mail wew@haier. com. 2004 2 6 Haier E - mail 1. 2. 3. 4. 5. 136
6500 1150 1950 1. 20 ~ 30 20 ~ 30 2. 10 3. Big Idea 4. 70% ~ 90% 1 97 137
2 3 15 5. 1 1 + 1 2 80 100% 3 4 5 138
30303030 6 7 8 9 6. 60 7. 8. 5000 2000 1500 9. 10. 11. 12. 139
13. 14. 1 2 3 15. 16. http/ / www. interconnections. com 140
141
SAP SAP SAP SAP 20 SAP Internet SAP 6000 SAP IS SAP 142
60 143
1. 60 2. 7 3. 18 4. 5. 6. 98 7. 8. 1933 RR 9. 14 5 10. 11. 1360 12. 8 128 13. 719 19 144
60 8 128 1984 1986 100 95% 145
500 89% 80% 365 315= 800 43 24 146
Web 1 IBM SONY Web 147
Hertz Avis Avis Avis Hertz Hertz Avis Hertz Avis 5-1 148
5-1 149
150
Dr. Martens / / Dr. Martens / NBA/ Dr. Martens / Underground / Dr. Martens 151
1. 1 S. RV 152
2 153
52 5-2 154
3 7 - Eleven 24 7 - Eleven 4 2. 155
12 2000 Hard Rock Hard Rock 156
20% 157
16% 53 5-3 158
159
1 2 3 4 160
A8 A8 161
162
Here. Look100% Ice Cream 100% 163
Communication 10 35 2 18 10 3 16 21 2 164
JWT Marketing Advertising Strategy Director 11 1986 165
20 60 5-4 166
1. 2. 3. 4. 5. 6. 7. 8. 5-4 167
Groton 28 5 1994 USP 168
100 1995 169