今天的广告潮流和受众同三四十年前已完全不同。受众更加成熟,媒介市场更加细分。广告怎样调整才能适应今天的变化呢?很多事情都已发生变化,最富戏剧性的变化出现在媒介上。当我还是个文案的时候,你可以通过当时的三大频道的商业节目、七家主流杂志或是一些电台抓住你感兴趣的人。在创意部门,我们经常会问两个问题:说什么和怎么说。我们从不去关心何时说、在哪里说和说的频率。当媒介行业发生变化,当电缆让大量的频道轻易地进入家庭,广告业并没有读懂这个变化。我们应该开始向媒介提问:在受众愿意接受建议的情况下,何时何地我们应该开始运作以达到目标。今天我们在以几何级数增加消费者的选择余地,我们用私人摄像机、影像录制设备(Tivo)装备了消费者,所以选择的决定权到了消费者手中。这是一个好的变化。为了不被淘汰,你就必须更加商业化。早期的研究表明,那些很少被淘汰的广告目录是啤酒和药品。这就意味着要么有足够的娱乐性,要么有充足的信息,这样受众才会被吸引加入。 Today’s advertising trends and audiences are quite different from those three or four decades ago. The audience is more mature, the media market more subdivided. How to adapt to the changes in advertising today? A lot of things have changed, the most dramatic changes in the media. When I was a copywriter, you could catch the people you were interested in by commercial programs on the then three major channels, seven major magazines or some radio stations. In the creative sector, we often ask two questions: what to say and how to say it. We never care about when to say, where and how often to say. As the media industry changes, the cable industry does not understand the changes as the cable has made it easy for large numbers of channels to enter the home. We should start asking the media: When and where the audience is willing to accept the advice, we should start working to reach our goal. Today we are adding geometries to consumers’ choices as we equip consumers with private video cameras and video recording equipment (Tivo), so the decision-making power of choice goes to consumers. This is a good change. In order not to be eliminated, you have to be more commercial. Earlier studies showed that the list of ads that are seldom phased out is beer and medicine. This means either being entertaining or having enough information so that the audience will be drawn to it.