提要Outline蒙牛抓住了“神五”事件MengniutooktheeventchanceofthelaunchofSHENZHOUV神舟五号发射成功后，来自央视媒介研究、央视索福瑞媒介研究和AC尼尔森三家调研公司的数据都表明：AfterthesuccessfullaunchofspaceshipSHENZHOUV,statisticsfromACNielson,CCTVMediaResearchandSofarieMediaresearchshowedthat:蒙牛现在已经成为乳品行业的第一品牌!Mengniuhasalreadybecomenumberonebrandnameinthemilkindustry.韩日世界杯，全体中国人的期待Korea-JapanWorldCup2002,ExpectationsofallChinese观众对海尔场景变换的LOGO切换广告形式记忆犹新TheLogoswitchAdofHaierisveryimpressive步步高决赛期间加时赛广告独具慧眼Bubugao’ssponsorshipfortheovertimematchofthefinalisagoodchoice韩日世界杯的收视份额是达到45%，当数据出来时，错过机会的只有遗憾!TheratingshareofKorea-JapanWorldCupreached45%,whenthisnumbercomesout,forthosemissingthechance,onlytoregret!伊拉克战争IraqiWar统一润滑油：和平的声音MonarchLubricatingOil:VoiceofPeace广告：就像是购买期货,购买的是未来。数据：表现的是过去,并不能准确预测未来。Mediapurchaseissomethinglikebuyingfuturestock,itisforthefuture.Surveystatisticsrepresentspast,notforfuture.未来，比过去更重要!Futureismoreimportantthanpast2004年的重大机会：雅典奥运会Thebiggestandmostimportantchancein2004:AthensOlympicGames广告向谁传播是一个战略性的问题ToWhomAdbeingdistributed(target)isastrategicissue中国消费者受广告影响大Chineseconsumersaredeeplyinfluencedbyadvertisement.广告培育市场Ads.fosterthemarket.广告撬动市场Ads.startupthemarket.广告教育消费者Ads.Educateconsumers.“宝洁相信广告的力量!”消费者重视他人和社会的评价，被评价的意识强，从众化倾向明显Chineseconsumershighlyvaluetheword-of-mouthfromotherpeopleandsociety.Theyshowgreatinterestsinbeingevaluatedbyothers,andtheyhaveanobvioustendencyinstayingwithinthemainstream.99%的人不是消费者但他们会影响到消费者，形成一种“势”99%arenotconsumers,buttheywillinfluencethedecisionofconsumers,andwecallit“tendency”.在中国，不能过分强调目标受众细分化品牌的传播要充分影响到消费者周围的环境，必须使用大众媒体。目前，在中国还缺乏具有足够影响力的专业媒体。统一润滑油：专业用品上最大众化的电视时段MonarchLubricatingOil:nicheproductsareairedonTVtimeslot,averymassmedia.2004年1－2月，平均每月销售额超过2个亿，预计年销售额将达到25个亿。InJanuaryandFebruary2004,itsaveragesalesmonthlyisover200million.Anditisestimatedthatitsannualsaleswillreach2.5billion喜之郎果冻：青少年小众产品也上招标时段。XIZHILANGJelly:anicheproductforkids,itisairedontheprimetimebiddingslot已经成为行业代名词，年销量达到20亿元左右。XIZHILANGisbecomingasymbolnameforje