论广告观念演变中的一致性追求

On the Consistency in the Development of Advertising Concepts

现代广告经过一百多年发展所形成的一系列理论和观念,在本质上包含着严格的一致性因素,即以特别价值作为普遍性的追求。艾尔·里斯和杰克·特劳特将其划分为三个时期似乎过于简单,并且有割裂的嫌疑。从克劳德·霍普金斯到罗斯·瑞夫斯和大卫·奥格威,完成了对这种追求从里往外的理论构建,其定位理论和整合营销传播观念则注重于由外往里实现一种策略体系。不同的理论在发展过程中并不是相互排斥的,而是彼此交融、有所扬弃的。任何一种新观念的产生都不是突如其来的,而是在渐进过程中逐步明晰化的。这种观念之所以在明晰之际特别具有爆发力,很重要的一个原因,就是催生这种观念的基本动因成为外在环境的主导力量,在此背景下,新观念就具有对环境的最大适应性。

In the past, people viewed the development of advertising concepts as an isolated phenomenon. More often than not, there was the conclusion that the development of advertising concepts is the reflection of social changes. In fact, the track of the development of advertising concepts is remarkably clear-cut. It is easily perceivable that a series of theories and concepts, which have formed with the development of modern advertising since the last century, embody the strict characteristic of consistency, namely, with the seeking of special values as the universal pursuit.None of the theories, including Positioning, IMC (Integrated Marketing Communication) are merely the heritages of former advertising concepts. More importantly, they have developed on the basis of former concepts and have taken on new looks to establish their statuses in the history. USP advocated by Rosser Reeves laid much emphasis on the specialties of the product so as to make the advertised product distinctive among all the products. David Ogilvy stressed the visualization and individuality of the product. Then the idea of Positioning only discarded the traditional practice of making one product or brand pleasing to everyone. In the new market environment the idea of Positioning sought to make the consumers aware of value and positioning of a brand. IMC (Integrated Marketing Communication) was no more than the continuous pursuit of the brand value. However, it regarded the consumers as partners in the modern sales relationship. Thus, marketing communication became an integrated process instead of a simple concept. It accepted and maintained all the measures to interact with consumers besides coordinating all the information to keep marketing factors consistent.In the final analysis, the evolution of advertising concepts is an enriching process. Every concept was formed by selectively absorbing merits and discarding demerits of former advertising concepts and thus new ones have been developed in the new marketing environments. For example, in the idea of Positioning, we can trace the characteristics of USP. A number of brilliant advertising experts such as Claude Chopin's, Rosser Reeves and David Ogilvy, helped complete the formation of this inside-to-outside theory while IMC (Integrated Marketing Communication) and Market Positioning emphasize the opposite strategies. Different theories are complementary to each other in their respective development. None of them appeared all of a sudden, but rather became gradually clearer. The most important reason why these theories had such explosive impact at the moment of formation lies in the transformation of basic cause inside to dominant force outside. Therefore, under such circumstances, these new concepts were inclined to conform utmost to new marketing environments.