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第五讲体验的类型-情感营销（1）教学目的•了解感觉为什么重要•分析活动、介质和物体情绪•明确情感主要来源于消费过程•情感广告的作用教学内容•开篇案例：Campbell’sSoup一．感觉为什么重要二．分析活动、介质和物体情绪三．情感主要来源于消费过程四．消费过程中的情绪分类五．情感广告的作用1904,“CampbellKids”•This“myth”wasdevelopedthroughmanyofCampbell’ssmartandstrategicmarketingcampaigns,strictergender-rolesthatwerehighlyintegralinearly-mid1900′sAmericansociety,andthenotionsofwhatbeinga‘family’meant.•利用上20世纪早期美国的性别角色与“家庭意味着什么”•In1904,Campbell’screatedthe“CampbellKids”,andthesecherubiccartooncharactersappearedonthesidesoftrollycars,inmagazineads,andweredistinguishableiconsforthecompany.•1904年，创造无邪的卡通儿童形象，出现在电车上、杂志里并作为该公司的独特标志。1950sthestay-at-homemom•Thestay-at-homemom,LeaveittoBeaverstylefamilylifewascertainlytakenadvantageofbyCampbell.运用当时典型的家庭主妇形象和生活方式•Mostnotably,thefirstCampbelltelevisioncommercialairedin1950andCampbellwentontosponsorhighlyratedfamilyshowssuchasLassieandPeterPan.赞助颇受欢迎的家庭节目1960sAndyWarholPopArtpieces代表作：=499•The1960′sofcoursebroughtwithitincrediblegrowthforCampbell.AndyWarhol,whileherejectedthe1950′stypicallifestyle,madeCampbell’ssoupfamousinhisPopArtpieces.•WhenaskedwhyhechosetopaintCampbell’ssoup,heresponded,“Iusedtodrinkit.Iusedtohavethesameluncheveryday,fortwentyyears,Iguess,thesamethingoverandoveragain.”ThisquotespeaksvolumesoftheubiquitousnatureofCampbell’sSoupineverydayAmericansociety.可见其产品在美国社会日常生活中的普遍程度。TheSouperDress,1967~1968•WhileoftenframedandsoldatauctionasaworkbyAndyWarhol,theSouperDresswasinfactapromotionalitemfromCampbell'sSoup,madewithoutanyinvolvementfromtheartist.•ClearlydesignedtocapitalizeonWarhol'sscreenprints(theenvelopeitcameshippedincalleditaPopArtdress),thepaperdresscouldbehadforonedollarandtwocanlabels,between1967and1968.•在1967和1968年，用该品牌产品的两罐外包装和1美元就可以换购一件纸质的坎贝尔连衣裙。1970s“TopRamen”Adeclineinthe1970′sanddownwardtrendinsalesbecameproblematicforthecompanybecauseof上世纪70年代，销量急剧减少因为：1.increaseofwomeninthework-force,changinggender-roles职业妇女人数增加，变化的性别角色2.shiftinAmericanculture美国文化转变3.moresingle-parentfamilies单身家庭增多4.theintroductionofcompetitorTopRamen出现竞争对手1970s“TopRamen”•Mr.MomofukuAndo(安藤百福)beganthecompanyaspartofahumblefamilyoperationbackin1948.•FacedwithsparsefoodsourcesafterWorldWarII,Andorealizedthataquality,convenientramenproductwouldhelptofeedthemasses.•Hisgoalwastocreateasatisfyingramenthatcouldbeeatenanywhere,anytime.•Initially,duetoitspriceandnovelty,ChikinRamenwasconsideredaluxuryitem,asJapanesegrocerystorestypicallysoldfreshnoodlesforone-sixththeirprice.1970s“TopRamen”•NissinFoods(日清食品)introducedTopRamenintotheU.S.in1970.AndosawanopportunitytointroduceanewtypeofnoodlesoupproducttotheStates.Asheshowedhisproductstogrocerystorebuyers,herealizedthatnooneintheUShadramensizedbowls.•Thisinsight,combinedwithgettingservedcoffeeinaStyrofoam/泡沫聚苯乙烯cuponabusinesstripflight,wasthegenesisofCupNoodles.1970s“TopRamen”•Campbellstartedadvertisinghowtomixandmatchitsmultiplesoups,inordertoovercometheever-growingpopularityofTopRamen.•为了应对来势汹汹的竞争对手，坎贝尔的广告开始作出调整。“FosterChild”TVCM,1998融合情感场景•“FosterChild,”featuresayounggirl‘sarrivalathernewfosterhome.•Overwhelmed,thechildwithdrawswithinherself--unabletospeakuntilherfostermotherbringsherasteamingbowlofCampbell‘ssoup.•Mymommyusedtofixmethissoup,thechildsaysquietly.Thefostermother,fightingbacktears,responds,Mymotherusedtomakeitformetoo.•Thecommercialcloseswithmotherandchildsharingmemories.“FosterChild”TVCM,1998•融合情感场景•与家庭和安全感相联系2010~2012•It‘sAmazingWhatSoupCanDo（2010）•Campbell‘sChunkySoupMama’sBoyTVCommercialwithVictorCruz（2012）2012新包装•Campbell’sisnowusing“neuromarketing”/神经营销学techniquestofigureouthowtobettermarkettheirbrandtoconsumers.•神经营销学：运用神经学方法来确定消费者选择背后的推动力。•运用核磁共振造影/fMRI，通过分析被测试者的脑部图，来揭示他们是如何对特别的广告或者物品产生反应的。神经营销学Neuromarketing传统测试方法•就像你去问一个女生对另一位男生的看法，她口里说的跟心里想的可能是不一样的，这中间有可能是故意，也有可能是不自觉，更有可能是她也不知道她自己真正的想法。神经营销学Neuromarketing传统测试方法•通过访问，调查，焦点小组或者是观察，来了解客户的情感喜好，但所有这些方法都是试图通过客户外在的表达来探究其内心感受弊端:如果消费者•不说出•说不出•不确定自己真实的感受与真正的喜好那么传统方法很容易出现误差，出现错误的结果。神经营销学Neuromarketing神经营销学•相对来说，通过运用神经学技术，例如功能性核磁共振造影/fMRI，专门研究大脑如何产生情感反应与购买决策的神经营销学，应该是更理想的解决方案。2012新包装•Campbell’sresearchershadinterviewedabout40peopleattheirhomesandlateringrocerystoresaboutCampbell’ssoup.•访谈40人，访谈分为两部分，包括在家及其后在食杂店。2012新包装•Theresearchersclippedsmallvideocamerastothe40testersateyelevelwhiletheywereshoppinginordertomeasureeyemovement.Thetestersalsoworevestswhichcapturedskin-moisturelevels,heartrate,paceofbreathing,andposture.•记录受试者的眼球运动、体表湿度、心率、呼吸频率和姿势。2012新包装•TheseresultshaveledCampbelltochangeitsmarketingstrategy.AccordingtotheWallStreetJournal,Campbell’shasnowchangeditsadsandwillbeimprovingitslabeling产品外包装调整:WallStreetJournal,February17,2010•Thechanges—expectedtobeannouncedWednesday—willculminateatwo-yeareffortbyCampbelltofigureouthowtogetconsumerstobuymoresoup.•Condensedsouphasbeenaslow-growingcategoryinwhichbudget-consciousconsumers