1、SARSduringtheverystrategyofcorporateadvertisingSAKSduringtheverystrategyofcorporateadvertisingSARSspreadinChina,leddirectlytotheenterpriseoftheextremedeteriorationoftheexternalmarketingenvironment,caughtinapanictogooutoftheconsumertominimizeandavoidcontactwithpeople,retreatinginthehome,consumerdeman
2、dhasbeencompressedintothelowerlevelphysiologicalandsafetyoftwo.Eachpersonhastheirownpolitical,CCTVEacetoFaceprogram,theChinese.AcademyofEngineeringacademicianZhongNanshansaid,forourpeoplewhoengageinthisline,1think,improveoperations,whichinitselfisourgreatestpolitics.RightdeepintheshadowofSAKSinChina
3、intermsofadvertisers,findoutduringtheSRSperiodandthePOSt-SARSconsumeradvertisingpsychologyofcustomers,themediaexposurehabits,andchangesinSARSperiodanddoagoodjobofadvertisingtheworkofpost-SAKSperiod,becomethebiggestpoliticaladvertisers.SARSinfectedwiththeadundertheTodiscusstheimpactofSRSonadvertising
4、youmustfirstlookatSARSonconsumerdemand,consumerpsychology,consumerbehavior,mediaexposurehabits,etc.changes.Eromtheviewofconsumerdemand,SARSasahigh1ycontagiousdisease,thespreadofSARS,aswel1asthenumberofdeaths,afterall,islimited,directlossis1imited,forconsumers,theimpactofSARSisnotadiseaseitself,buti
5、sthetransmissionofpanic,whichledtothedemandhasbeencompressedtoMaslowstheoryofthephysiologicalandsafetyoftwolowestlevel,suchastheelasticityofdemandforthesmallnecessitiesoflifethatpeopleinordertoreducethenumberofone-timepurchaseofalargenumberofpurchase,butasthehigh-levelneeds,suchastheemotion,friendsh
6、ip,ownershipandothersocialneeds,fame,status,self-demandandseif-actualizationneedsarecompressedtoaminimum,reduceorevenhaltineconomicactivity,therebyreducingtheeconomicneeds,andevenreduceresourceconsumption.Suchconsumerpsychologyandbehaviorcanbepurchasedfromtheretailbusinessperformancewasconfirmed.Wan
7、gfujingDepartmentStore51period,exceptforafewitemsofdailylifeandpreventionofSRSsupplies,salesofothercommoditiesarealmostzero.WuhanDepartmentofCommerceannouncedthat51period,Wuhan,threeretailcompanies-Wuproviders,theprovidorsandinthe100soverallsalesweredown11%lastyearasawhole,ofwhichthecommercialretai1
8、shoppingcentersYetaideciinebymorethan50%,whilethewarehousesupermarkets,conveniencesupermarketsandotherYetaiovcral1growthinsalesof12.4%.Thebest-sellingfirst,disinfectionproducts,followedbyfresh,fruitsandvegetables,food,convenioncefoodandothernecessitiesduetopeopletoreducethefrequencyofpurchaseandalso
9、havegrownsubstantially.Inconsumerpsychology,thecommonpeoplearemostconcernedaboutthepriceofalmostgivingconvenience.Thesafetyoftheveryfirsttime,mostconsumersfeelthataslongasconvenient,evenifexpensiveisalsoabletofishoutalittlequickandneat,billinggo,thepriceisnolongerlesssensitiveasbefore.Peoplesconsump
10、tionbehaviorduringtheSARSepidemicismainlyreflectedintwoaspects,first,inordertoreducethelengthofstayinthestorenolongerpickandchoose,takeupandleft：thereistoreducethefrequencyofpurchase,oftenchooseaone-timealargenumberolBuy.Buttheneedtopointoutthatthisisformedduringtheformationofsuchbehaviorwillnotbein
11、ertia.Indeed,goodscarforgetthepain,remembertoeatandsodonotmindplayinghaschangedfromonesideshowsconsumersareforgetfulofthistruth.Post-SARSperiod,consumerbehaviorwouldnothavechangedsignificantly.Contactsinthemediahabits,thedeciineinactivityaspeoplegoout,OptimusPrime,signs,body,stationkiosksandotherout
12、dooradvertising,asubstantiadeciincinresultstotheretai1-basedmediasuchaspaper-mediatedmediaanddirectinvestmentwillalsobeagreatimpact,whi1ethetelevision,radio,Internetandotherformsofadvertisingtoreachratestorisesignificantly.TaketheSARScar,orrubSARScar?tthisverytime,thenewsofanyexpertrecommendationson
13、thepreventionofSARS-relatedproductswouldleadtoextremelyhot,andevenunfoundedrumorswillbecarriedtothegreenbeanpricessky-highpriceof30yuanpercatty.Needlesstosay,andaviation,tourism,catering,hotels,rentalandotherseverelyaffected,comparedto,andpreventionofSARS-relatedmedicine,healthproducts,sterilization
14、disinfection,chemical,insurance,networking,sportsequipmentandotherindustrieswereboomingbusinessofnaturalno.Sothesecompaniesshouldchoosearideintheadorrubcar?Theso-calledrider,thatis,single-mindedtotaketheSRScar,eightpolesareDabuZhaowaytorelyonthepreventionandtreatmentofatypicalpneumonia,SRSissuedbare
15、lyveiledwayofwealth,evenatthecosttodefythelawtofalsepropaganda,rumorstoconfusethepeople,raiseprices.SuchasthebeerinsidetheCanadianBanlangcn1paintcontainingformaldehydehasarguedthatformaldehydecanbedisinfected.Theresultofthisridecanon1ybegainednothinginanti-corrosiononemeters.Recently,theStateAdminis
16、trationforTradeandIndustrytothepublicthefourcarriedoutsincethetypicaluseofatypicalpneumoniacasesoffalsepropagandaofunlawfuladvertisements,includingSichuan,ChinaandtheUnitedStatesPharmaceuticalCo.,1.td.April22,2003intheChongqingDailyNewsRelease31.ePulpfalseadvertising,sayingthattheGuangdongProvincial
17、Hospitalfortreatmentofatypicalpneumoniaintheprocess,bytakingtraditionalChinesemedicinetoenhancethebodyimmunitybyhavinghealthcareworkerstoobtaingoodresults;Chongqing,ChinaChuangPharmaceuticalCo.,1.td.2003pril23DayintheChongqingEconomicDailyNewsreleasesolidsourceofaminoacidcalciumfalseadvertising,sayi
18、ngthatthesourceofaminoacidcalcium-enhancedsolidimmunity,preventionofatypicalpneumonia;God1.intonghealthvinegarbreweryApril27offensedisseminationoffalseprintads,sayingthatGodvinegarbeforetakingtopreventtransmissionofSRS,andcanclearthebodyofatypicalpneumoniaininfectedpersonsinfectedpatients;April28,20
19、03,YangzhouCityIndustrialandCommercialbureausofficedealtwithaWideYangzhouCityPostExpress1.imitedHengshunGroup,designedandmanufacturedafalseprintads,theadsays,theproductionofwhitevinegarHengshungrouphasastrongbactericidaleffect.HangTradingCo.,1.td.Bcijingistouishoddy,confusedasrealoneswouldbelessthan
20、18layersofmaskssay18-layeranti-bacterialmaskandsold.May13SAICtotakecontrolonceagainexposedninecasesofatypicalpneumoniainthenameofmakingfalseadvertisingcases.Infact,withtheSRS-relatedmarketdemandforenterpriseproductshavebeenmultipliedinashorttimetoenlargesimplynotworthwhiIeenterpriseitselfhaspaidouth
21、iswifesoldierstorideoffagain.Thisopportunitymadenationalcrisis,corporateimagefinancialstainwillcausebusinessesandconsumers,therelevantdepartmentsofthepublicimageoftheextremedeteriorationinashorttimeisdifficulttoerase.Theso-calledrubcars,istheproductfunctionandpreventionofSRS-relatedalthoughstillqual
22、itativelyandquantitatively,stepbystepregulationofpropaganda,whatthepriceofthesell,sei1atwhatprices.Rubwaswonderfulhonoredbothstate-ownedholdingTongRenTang,therearesuddenemergenceofprivateenterprisesXiangxue.TongRenTang,asdesignatedbytheBeijing-scaleproductionofSARSpreventionandtreatmentofChinesemedi
23、cinemanufacturers,whichinitselfwillhaveahugeadvertisingeffects,althoughduetorawmaterialprices,losemoneysellingChinesemedicinetopreventSRS,butinagoodsocialreputationandIimelystrengtheningofadvertising,drivingtheexponentialgrowthofotherproprietaryChinesemedicines,suchasQingrejieduoralsolution,Banlangc
24、n1improvetheimmunesystemdrugssuchasAmericanginseng.OfequalconcernisthesuddenemergenceofSARSinGuangdongHornsey.searlyasDecember2002,GuangdongHeyuanCity,anunknownvirus,thefirsttime,ithasbeenbest-sellingoralanti-viralfludrugHornseyrobbedovernightstock-out.Hornseyrainyday,theyfromtheGuangdongProvincialD
25、iseaseControlCenterlearnedthatthediseaseisSRS,immediatelyovertimeproduction,timelyandorganizationstoexpandcapacity,increasethereservesofChineseherbalmedicinesandfocustomeetthemarketneeds.February9thisyearonwards,GuangzhouCity,thebeginningoflarge-scaleairmassSARS,theHornseypharmacywiththefastestspeed
26、towintherespectofGuangzhouCity,themostvisibleinmajorprintmediaadvertising,andevenbookedmorethan10daysofadvertisingpromotionslayout.Whenthelaterofothercompanieswanttoadvertiseinthemedia,becausethemediais1imitedlayoutissimplynotanemptyrow,orspecifythelayoutphase.Advertisingingeneralshouldbescheduledfo
27、urdaysinadvancelayout,butalsogoodrelations,especiallyfortwodays.Itisunderstoodthat,Hornseypharmaceuticalsinresponsetotheunexpectedevents,theentireinvestmentbudgetofmorethan10million.tthesametime,HornscyHeyuandonated100,000yuantothedrugs,andtheGuangdongProvincialPartyCommitteePropagandaDepartmentofth
28、eNationalCoalitionissuedonemillionacademicianZhongNanshan,preventionandtreatmentofspeakersSRSVCD,togetherWithprovincialandmunicipaldiseasecontrolcenterintheprovinceissued600,000primaryschoolstudentsSARSpreventionandtreatmentmanuals,investedonemillionyuanandGuangzhouDailyNews,acommonanti-SRSherostatu
29、esdonatedtomeettherelevantgovernmentdepartmentsdoagoodjobofSRSpublicity.saprivateenterprise,puttingthewordjustice,publiccommitmenttomaintainthedrugsoriginalprice,notupapenny,andinthesalesprioritytoensuringthehospitalandhealthunitsandschoolsandotherdepartmentsinfightingthevirusdrugsneeds.Thereisalsoa
30、rubcaristheoriginalsoundsintangible,invisibleinmuneregulationmedicine,healthproduct,marketingcompanies,becausetheSARSisanunprecedentedPUbliChealthincidentshavebeencompletedfreeofchargetoimprovethehumanimmunesystemtoconvincethemarketeducation.However,therubtherub,andtotheirownproductswithimmuneregula
31、toryfunctionsofar,pleasedonotbedetachedandSARS1andotherwiserideresults.Marketparticipantspointedoutthatitisnotimmuneregulation,someproductsalsoplaythisbanner,notrideSRS,whiletherideimmunization,andthissituationisequallyworthyofcloseattentiontotherelevantauthorities.Cannotwesupposedtorubthecarbusines
32、s?1.ookingback,thepreventionofSARS-relatedproductsbusiness,afterall,aminority,thenthepreventionofSARShasnothingtodowiththeproductsofthosecompaniescannotrubcars,howshouldwedo?Infact,whentheseenterprisesmustrequireclearthattheSARSperiod,consumerdemandisbeingcompressed,ratherthandisappear,thepurchasing
33、powerstillhasnotweakened.AftertheSARShasbeencontained,consumerdemandwillpromptthereleaseofaperiodoftime,itmayeffecttheformationofablowout.Suchasthe911afterthewaveofU.S.consumerquicklysweptthenation.SARSmayhavestimulatedsavingsandcreateareverse:peoplearemorewillingtospendmoney.Thisblowtoboththemeanso
34、fsubsistenceorthemeansofproduction,circulationenterprises,arerequiredtopreparethemind,thattime,theopportunitytofavor.Also,theadvertisingeffectsalsoneedtoaccumulate,ifthecompanyatthistimetogiveupadvertising,isinfactgivingupopportunitiesforthefutureofconsumerblowout.However,intheSARSperiodandpost-SRSp
35、eriodadjustmentsadvertisingprogramisnecessary.Presstoadjust.AccordingtothemediaduringSRScontactwiththeaudiencehabits,enterprisesshouldavoidoutdoorrunning,toincreasetelevision,radio,Internetefforts.Insidethereareseveralpointsthatshouldbenoted,first,toreducethecurrentcurrentoutdooradvertising,outdoora
36、dvertisingdoesnotmeangivingup,astheepidemics1owedtheincreaseinflowoutmustalsobetimelytomakeareservation,maybethistimebeabletopickupalargecheap.Second,televisionadvertising,theextensionoftimebecausepeopleathome,inadditiontonewstime,thecolorofthedramaoutofyouheadtobecomethepreferredrecreationandleisur
37、e,sotheadsontelevisionadvertisingtimemoreeffectivethangood.Thereis,asconsumersstaylesstimeinthestore,thistimepromptedstoreadvertisingwasmoreeffective,companiesmuststrengthentheterminallayoutofstoreadvertising.Inaddition,therecentfilmplacementadssimplydonotconsiderthem.Formsofadvertising.Inadditionto
38、SRSpreventionproductsandotheradsfromtheprimaryobjectivehasbeentoimproveproductsalesandincreasebrandvisibilitygivereputation.Inthiscase,creativepublicserviceadstobecomethepreferredbuildingbrandreputation,brandadvertisingissecondwithproductsandpromotionsduetoflowreduction,theeffectwillbefarfromsatisfa
39、ctory.Advertisingappeals.Ofcourse,preventionofSARSproductadvertisingcandirectlychoosesterilization,anti-virus,security,healthandotherseasonalproductsfeaturerequeststopullcurrentconsumption.Butinthelongrun,thisisnottheonlyoption,advertiserscanalsobecarriedoutfromahigherlevelofdemand.Suchasfitnessequi
40、pmentforthephysicalneedsofhomefitnessequipmentcanshowhowtoenhancethephysicalhealthpromotion;forsecurityequipmentcanbereflectedinthehomeorhowtouseitsownsecurity;forthesocialneedsofthecommontrainingwithfriendscanshowhowhappiness,andsuccesswhoencounterintheexercisefield;demandforself-esteem,bodyshapecanbeafitpersonwhoself-satisfactionasproudoftheirbodies;rightofself-actualizationneedscanbeapairofcouplesgoingthroughalongcareerchallengingworktoenjoytheconvenienceofhomefitnessandluxuries.
