有关市场营销的.docVIP

有关市场营销的 他们接下来会想什么？我指的是那些富有创造性的营销奇才。我们都知道，节目之间30秒的广告常常比之前13分钟（或13小时）的节目富有更多的智慧和才华。但是，这次，他们把自己都超越了。让我来解释一下吧。 I nearly dropped my paper the other morning when I saw a fullad revealing a sombre-looking Mikhail Gorbachev gazing out of a limousine window as he drove past the last remaining section of the Berlin Wall. 有一天早晨，当我看见一个整版广告时，差点儿没拿住报纸。广告上，表情凝重的米哈伊尔?戈尔巴乔夫(Mikhail Gorbachev)坐在高级轿车中驶过柏林墙遗址，从车窗里向外凝视着。 At his side was a smart-looking piece of luggage with the initials VL on it. How touching, I thought. Even now Gorby is prepared to display his undying loyalty to Vladimir Lenin. 在他的旁边，有一只看起来很漂亮的皮箱，上面带着首字母V和L。我想，多么感人啊。到现在，戈尔巴乔夫还时刻准备表现他对弗拉基米尔?列宁(Vladimir Lenin)不灭的忠诚。 How wrong can you be? Casting my eye to the bottom of the page I found the equally smart logo Louis Vuitton. The former general secretary of the Communist party of the Soviet Union is now advertising suitcases. Had he known the words, he could have broken into a rendition of that charming German song, Ich habe einen Koffer in Berlin. 你能想得有多离谱儿呢？等我把目光投向这页下面，我发现了路易?威登(Louis Vuitton)同样漂亮的标识。这位前苏联共产党总书记是在给箱包做广告。倘若他知道那首迷人的德国歌曲《我还有只箱子在柏林》(Ich habe einen Koffer in Berlin)，恐怕还会突然唱一嗓子吧。 It is a rare piece of marketing that confounds your expectations as dramatically as this. But that is what it can take to break through the barriers of cynicism, fatigue and sensory overload that now stand between a business and the attention of its customers. 这是一种比较少见的营销手段，把你的预期挫败到如此程度。但正是这种手段，能打破现在横亘在公司和消费者注意力之间的讥笑、疲劳和感官超载。 Marketing knows it has a problem. Technological and social change has obliterated the old certainties and made trusted techniques look, if not obsolete, certainly distinctly shop-soiled. The proliferation of media channels and splintering of mass markets is a nightmare for those proficient in the wielding of the marketing sledgehammer, but less adept at todays laser-guided warfare. Marketing departments will be steeling themselves for the publication, in January, of a piece of research in The Jo