实力传播,实力媒体,突破传播,博睿传播,媒体企划,媒体购买

前言前言改变ProfitableMarketingCommunications致谢致谢・・・・・・・・・・・・・・・・改变ProfitableMarketingCommunications・・・独特的智慧结晶序一改变ProfitableMarketingCommunications毛里斯・里维阳狮集团总裁兼CEO将ROI效率发挥到极致序二杨东念突破传播美国区总裁改变ProfitableMarketingCommunications序三麦克姆·汉伦实力媒体中国区首席执行官营销的可量性直接结果序四郑香霖突破传播中国CEO实力传播广州CEO2004－2005年度中国十大广告公司经理人推荐语推荐语改变ProfitableMarketingCommunications推荐语改变ProfitableMarketingCommunications推荐语改变ProfitableMarketingCommunications推荐语Contents目录.......................................................................1.......................................................................3.......................................................................5・.......................................................................7ROI.......................................................................8・.......................................................................9.................................................................111..............................................125678911122...........................................................15ROI1520ROI20CEO24253.ROI.......................................................293034O21773739424.................................................43ICE444647484950555.........................................57585960ROI606163646567696.以服务客户的心态与消费者沟通.....................7172ROI73ROI7475757781858686877........................................89899091929296979798100100102ROI1031031041058.........................................................1071091111161161201219.30.........................................12312512612713513513613613610..........................................13913914014114214314414415115111.....................................................153154155156156157ROI16116216316416616712.ROI..................................169169171173ROI18113.ROI.............................................183ROI184189190190191191192192ROI193193195............................................................197............................................................201全新营销模式呼唤200666000・RWMann•RobertMannBrandweek2005860650全新营销模式的呼唤1改变ProfitableMarketingCommunicationsInterbrand670CEOCFO回顾以往的营销模式2050全新营销模式呼唤207090ScotkinsPaperNapkinAllDetergentSudKatieOXO20506020809016•VictorKiamRemington•NickKamenLevis501・・JohnvonRadowitz19921271987199240%改变ProfitableMarketingCommunicationsDAR20054036.6320084789.43全新营销模式呼唤正在下降的大众广告有效力我们必须接受一个事实，即“大众媒体”中的“大众”已不复存在；现在应采用更有针对性的方法。宝洁公司首席营销官吉姆・斯登戈尔（JimStengel）美国国际广告代理商媒体年度大会2004年2月11日10DVD200654MassiveIncorporated20067AnarchyOnlineYarisVCR20DVDPVR14PVRTiVo*CarmelGroup200837ABCFox1mobisodes24ITVCoronationStreetNBCTelemundoMajorLeagueBaseballmlb.comAccenture201150ScreenDigest870IPTV*TiVo改变ProfitableMarketingCommunicationsInforma20101.25消费者观念的变迁2005Fairtrade404638503600203040全新营销模式呼唤40MediaDynamicsTVDimensionsTVCPM19956819304020036212060公司的赢利压力日益加重在我从事广告行业25年的岁月中，客户从来没有像现在这样注重成本。WPP集团首席执行官马丁・索瑞尔（MartinSorrell）2002年年报2001IT改变ProfitableMarketingCommunications200370BPOBPO1997112002242WPP2002・最近出现了一个有趣的动向，业界对外包部分或全部营销功能的兴趣日益高涨。很显然，这对我们是一次机会。而CEO们对成本的关注，以及他们对自己在营销业务投资方面进行的分析，更为这一趋势提供了强大的推动力。公司并不是只关心外部支出，他们也在对内部支出进行更细致的审查。人们对外部化成本能够给包括广告、直销和调研的许多领域带来什么效果非常感兴趣。发展之痛2000200520087102090200020015全新营销模式呼唤・PatrickBarwise・AlanStyler20032001200429.8/6.84.63.50.7互动带来的冲击KPMG2006CEO38200578.87.644200565.6147.8200620改变ProfitableMarketingCommunications0BurgerKing1200eBayYouTube770070全新营销模式呼唤启迪2004200220032002361432128・SpencerStuart200410022.953.8CEOCIM200511FTSE10011BP•AndrewSinger•DavidOgilvy改变ProfitableMarketingCommunicationsROI本书的目的——抛砖引玉1.AGLafley2000100220200220062.1515%3.2005177O2O2BTCellnetO24.2001全新营销模式呼唤9・11ROIROI