怎么样理解营销、宣传与品牌，这篇文案说透了｜12个方向，6800字精华思考
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/vVEysRjVVwIqAE9zmmnpx6eunonhFAickTFHiaTYwkSjQVvO645Y9ibUYoFyvzLP7fX0rmeNTCBibZkKEZlibfY1nWA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">► 小马宋回答了12个问题，约6800字</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">本文首发于好多课APP</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">时长为25’58’’的在线视频课程</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《再谈营销、<span style="color: black;">宣传</span>与品牌》</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今日<span style="color: black;">举荐</span>给所有首席品牌官读者</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>你从事营销工作，此文必<span style="color: black;">保藏</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">采访 / 张瑜 整理 / 章新宇</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">01</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">好多课：什么是营销？</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">小马宋：<span style="color: black;">咱们</span>最常听到的一个观点是，“<span style="color: black;">她们</span><span style="color: black;">机构</span>营销做得<span style="color: black;">尤其</span>好”。<span style="color: black;">实质</span>上<span style="color: black;">大众</span>都会觉得：<span style="color: black;">所说</span>的做营销<span style="color: black;">便是</span><span style="color: black;">尤其</span>会炒作，<span style="color: black;">或</span>说<span style="color: black;">尤其</span>会做<span style="color: black;">宣传</span>，可能<span style="color: black;">她们</span>家<span style="color: black;">制品</span>并<span style="color: black;">欠好</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但其实<strong style="color: blue;">真正的营销是从<span style="color: black;">制品</span><span style="color: black;">起始</span><span style="color: black;">科研</span>的。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当你拿到菲利普·科特勒的<span style="color: black;">《营销管理》</span>，其实他在讲你要<span style="color: black;">怎样</span><span style="color: black;">发掘</span>消费者需求？<span style="color: black;">而后</span><span style="color: black;">怎样</span><span style="color: black;">科研</span><span style="color: black;">制品</span>，<span style="color: black;">怎样</span>做出一个消费者<span style="color: black;">爱好</span>并且愿意购买的<span style="color: black;">制品</span>。<span style="color: black;">而后</span><span style="color: black;">怎样</span>定价才是对的？<span style="color: black;">怎么样</span><span style="color: black;">才可</span>够<span style="color: black;">得到</span>最高的利润？定1700还是定1800？<span style="color: black;">由于</span>1700到1800可能感觉差不多，却有100块钱的净利。定价是非常有学问的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">还有<span style="color: black;">便是</span><span style="color: black;">选取</span>什么样的<span style="color: black;">途径</span>去<span style="color: black;">营销</span>商品，<span style="color: black;">区别</span>的<span style="color: black;">途径</span>可能<span style="color: black;">必须</span><span style="color: black;">区别</span>的<span style="color: black;">制品</span>设计<span style="color: black;">或</span><span style="color: black;">营销</span>政策。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">最后，营销的4P理论——即<span style="color: black;">制品</span> Product 、价格 Price 、<span style="color: black;">途径</span> Place 、宣传 Promotion ——里讲的Promotion 才是<span style="color: black;">咱们</span><span style="color: black;">一般</span>认为的营销，<span style="color: black;">便是</span><span style="color: black;">哪些</span>事件营销，什么PR，什么<span style="color: black;">宣传</span>投放等等这些东西。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>，<span style="color: black;"><strong style="color: blue;">什么是营销？其实有一个最简单的定义，我忘了谁说的，叫有盈利地满足顾客需求。</strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">02</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">好多课：什么是<span style="color: black;">宣传</span>？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">小马宋：<strong style="color: blue;"><span style="color: black;">宣传</span><span style="color: black;">便是</span>你要找到你的消费者所在的<span style="color: black;">地区</span>，在那里告诉<span style="color: black;">她们</span>，你有一个商品能满足<span style="color: black;">她们</span>，大概<span style="color: black;">便是</span><span style="color: black;">这般</span>。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>你做高校生意，那你就跑到高校里面去设计一个<span style="color: black;">宣传</span>，<span style="color: black;">或</span>一个海报，<span style="color: black;">或</span>一个活动，<span style="color: black;">或</span>是找那个高校的学生会，发布一个信息，<span style="color: black;">而后</span><span style="color: black;">通告</span>到这些大学生，这<span style="color: black;">便是</span>做<span style="color: black;">宣传</span>的一个过程。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">至于<span style="color: black;">宣传</span><span style="color: black;">必须</span>发<span style="color: black;">伴侣</span>圈，还是说要做海报，还是要做一个视频，还是要做一个活动，<span style="color: black;">哪些</span>都只是<span style="color: black;">宣传</span>的物料和投放<span style="color: black;">途径</span>的<span style="color: black;">选取</span>。<span style="color: black;">此刻</span><span style="color: black;">由于</span>大数据的崛起，<span style="color: black;">精细</span>的<span style="color: black;">宣传</span>投放越来越多了，这是值得<span style="color: black;">重视</span>的趋势。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">03</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">好多课APP：什么是品牌？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">小马宋：品牌的英文名字叫Brand，它原来的意思，其实是一个烙印。最早时什么叫品牌呢？其实叫做商标，是用烙铁烙在牛身上的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这个烙印有两个<span style="color: black;">功效</span>，一个是区分，这是你的牛，这是我的牛，避免在同<span style="color: black;">一起</span><span style="color: black;">地区</span>，<span style="color: black;">咱们</span>分不出出哪个是自己家的牛。第二个是做比较，我买了你们家的牛，觉得你们家的牛更好，就形<span style="color: black;">成为了</span>品牌。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但不是说次一点的牛就<span style="color: black;">无</span>品牌了，次一点的<span style="color: black;">亦</span>有品牌，<strong style="color: blue;">只要你有一个<span style="color: black;">制品</span>，<span style="color: black;">而后</span>你有一个牌子，那你<span style="color: black;">便是</span>有品牌。</strong>苹果是品牌，华为和小米<span style="color: black;">亦</span>是品牌，大可乐手机<span style="color: black;">亦</span>是品牌，只是知名度<span style="color: black;">区别</span><span style="color: black;">罢了</span>。<span style="color: black;">咱们</span>常说“有品牌”和“没品牌”，其实不是，<span style="color: black;">咱们</span>都有品牌。但<span style="color: black;">区别</span>的是，知名品牌和不知名品牌。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">后来，有<span style="color: black;">有些</span>工匠会把自己的名字刻下来。<span style="color: black;">例如</span>说做鞋的，可能会刻在鞋底上；做灯具的，可能会刻在灯座上；做陶瓷的，可能放在瓷碗<span style="color: black;">背面</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其实<span style="color: black;">便是</span>标志着，这是我生产的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">品牌产生了两个<span style="color: black;">功效</span>：<span style="color: black;">第1</span>个叫做区分。</span></strong></span><span style="color: black;"><span style="color: black;">便是</span>说，我能够区分这是LV的，这是Gucci的，这是无印良品的。<strong style="color: blue;"><span style="color: black;"><span style="color: black;">另一</span>一个叫信任背书。</span></strong>我觉得 LV <span style="color: black;">必定</span>不会<span style="color: black;">显现</span><span style="color: black;">尤其</span>烂的东西，我愿意去买它。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">品牌其实是一个结果，<span style="color: black;">针对</span>有品牌的企业<span style="color: black;">来讲</span>，<span style="color: black;">重点</span>有以下三方面的<span style="color: black;">功效</span>：</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">第1</span>个是降低了消费者的<span style="color: black;">选取</span>成本。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>我去京东买个净化器，那可能有100个牌子。但我听过的品牌可能是BlueAir，<span style="color: black;">或</span>是飞利浦，<span style="color: black;">或</span>是小米，那我可能仅仅会在我<span style="color: black;">晓得</span>的品牌里面去选。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>你告诉我有一个品牌叫大江净化器，我可能就不选，<span style="color: black;">由于</span>我从来<span style="color: black;">无</span>听说这个品牌，<span style="color: black;">因此</span>，我就会直接自动把它排除在外，哪怕它再好，这叫做降低消费者的<span style="color: black;">选取</span>成本。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第二个是降低了社会的监督成本。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">什么是监督成本？<span style="color: black;">便是</span><span style="color: black;">倘若</span>你这个品牌非常知名，你是不敢出事的，<span style="color: black;">或</span>说你出了事我<span style="color: black;">能够</span>追诉的。假设一家街边的麻辣烫店，他出了问题，你很难去找他，你<span style="color: black;">没法</span>监督，<span style="color: black;">然则</span><span style="color: black;">倘若</span>是肯德基出了问题，那很容易找到他。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第三个是降低了厂家的<span style="color: black;">营销</span>成本。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">或</span>叫降低了营销成本。<span style="color: black;">由于</span><span style="color: black;">倘若</span>是一个全新的品牌，<span style="color: black;">例如</span>我要卖一台手机，那你的<span style="color: black;">宣传</span>要做到<span style="color: black;">尤其</span>棒，<span style="color: black;">才可</span>够<span style="color: black;">营销</span>出去。但<span style="color: black;">倘若</span>本身就有品牌的话，那<span style="color: black;">宣传</span>仅仅是助推一下，<span style="color: black;">而后</span>它就出去了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">还有一个特点<span style="color: black;">便是</span>它会有口碑，<span style="color: black;">不但</span>是你的<span style="color: black;">宣传</span>产生了效果，而是你的消费者<span style="color: black;">亦</span>自动帮你传播。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>，知名品牌的企业营销成本会大大降低，消费者的<span style="color: black;">选取</span>成本会大大降低，政府和社会的监督成本<span style="color: black;">亦</span>会大大降低。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">04</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">好多课：<span style="color: black;">为何</span><span style="color: black;">非常多</span>家喻户晓的品牌，还要<span style="color: black;">海量</span>去做<span style="color: black;">宣传</span>呢，<span style="color: black;">例如</span>苹果、麦当劳？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">小马宋：<strong style="color: blue;"><span style="color: black;">首要</span>，不存在家喻户晓的品牌</strong>，哪个品牌是家喻户晓的，<span style="color: black;">无</span>。<span style="color: black;">倘若</span>你说可口可乐家喻户晓，好，你到云南乡镇去，好多人<span style="color: black;">同样</span>不<span style="color: black;">晓得</span><span style="color: black;">她们</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>你说苹果，这有一个很典型的案例，我忘了曾经是 iPhone5 还是 iPhone6 新品发布会之前，有个人拿着一部iPhone4S，跑到街上做随机采访，结果有40%的人，认为这是苹果手机的新品。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>你会<span style="color: black;">发掘</span>，<span style="color: black;">咱们</span>觉得苹果好牛逼，非常大的牌子，但<span style="color: black;">实质</span>上就竟然还有40%的人，不<span style="color: black;">晓得</span>苹果的新品是什么，竟然认为两年前的iPhone4S 是苹果的新品，说这个好，这个很好，<span style="color: black;">非常多</span>人还<span style="color: black;">评估</span>说，这个苹果的新品非常非常好。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">就像<span style="color: black;">非常多</span>人都觉得，罗辑思维是一个非常知名的公众号，结果我回家跟我高中<span style="color: black;">朋友</span>一聊，<span style="color: black;">无</span>人<span style="color: black;">晓得</span>，然后我跟我大学<span style="color: black;">朋友</span>聊，<span style="color: black;">由于</span>我是学锅炉专业的，<span style="color: black;">亦</span><span style="color: black;">无</span>人<span style="color: black;">晓得</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>，<span style="color: black;">基本</span>不存在家喻户晓的品牌。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">其次，消费者从<span style="color: black;">熟练</span>到陌生是非常容易的。</span></strong><span style="color: black;">你<span style="color: black;">所说</span>的<span style="color: black;">熟练</span>，其实是<span style="color: black;">由于</span>它在<span style="color: black;">海量</span>做<span style="color: black;">宣传</span>，<span style="color: black;">由于</span>不可能所有人都只<span style="color: black;">持有</span>一个品牌。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>，有多少人<span style="color: black;">晓得</span>宝马<span style="color: black;">或</span>说有多少人<span style="color: black;">持有</span>宝马？可能大部分人只<span style="color: black;">晓得</span>宝马，但大部分人是不<span style="color: black;">持有</span>宝马的，它一旦不做<span style="color: black;">宣传</span>了，你会<span style="color: black;">忽然</span>觉得，这个品牌<span style="color: black;">好似</span><span style="color: black;">无</span>声音了。<span style="color: black;">由于</span>还不到你买宝马的这个时间，<span style="color: black;">因此</span>就<span style="color: black;">必须</span><span style="color: black;">长时间</span>做<span style="color: black;">宣传</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">05</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">好多课：衡量<span style="color: black;">宣传</span>效果的核心标准是什么？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">小马宋：原来业内衡量一个<span style="color: black;">宣传</span><span style="color: black;">是不是</span>有效的标准，一个叫知名度，一个叫美誉度，这个<span style="color: black;">必须</span><span style="color: black;">经过</span>消费者调查<span style="color: black;">才可</span>够确认。<span style="color: black;">例如</span>说我去随机调研100个人，未提示的那个知名度，<span style="color: black;">或</span>提示之后的知名度，会有<span style="color: black;">非常多</span><span style="color: black;">非常多</span>标准，<span style="color: black;">咱们</span><span style="color: black;">能够</span>用它来衡量。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">后来有了网络<span style="color: black;">宣传</span>，网络<span style="color: black;">宣传</span>是非常直接的，<span style="color: black;">例如</span>我在淘宝投了一个直通车，那它的衡量标准<span style="color: black;">便是</span>转化率多少，点击率多少。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我投了一个手机百度<span style="color: black;">或</span>说今日头条的信息流<span style="color: black;">宣传</span>，就<span style="color: black;">晓得</span>它的点击量有多高，它的转化率有多高。<span style="color: black;">区别</span>的<span style="color: black;">宣传</span>有<span style="color: black;">区别</span>的衡量标准，但我觉得<strong style="color: blue;"><span style="color: black;">最后</span>的一个标准<span style="color: black;">便是</span><span style="color: black;">营销</span>额多少。不管它产生了远期影响（这种可能<span style="color: black;">测绘</span>比较困难），近期影响，还是马上的影响。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>你做机场大牌，可能是一个远期的影响，<span style="color: black;">由于</span>不可能对着户外立柱直接下单。<span style="color: black;">倘若</span>你做中央电视台，可能是一个中期影响，<span style="color: black;">例如</span>做快消品<span style="color: black;">宣传</span>，<span style="color: black;">次日</span>可能超市就会产生购买。<span style="color: black;">倘若</span>做公众号<span style="color: black;">宣传</span>，<span style="color: black;">或</span>手机百度<span style="color: black;">宣传</span>，<span style="color: black;">或</span>线下扫码，那可能马上就会产生转化率。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>，<strong style="color: blue;"><span style="color: black;">衡量<span style="color: black;">宣传</span>的<span style="color: black;">最后</span>标准还是<span style="color: black;">营销</span>。</span></strong>但<span style="color: black;">由于</span>有时候<span style="color: black;">不易</span><span style="color: black;">测绘</span>，<span style="color: black;">因此</span>就有别的衡量标准。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span><span style="color: black;">针对</span><span style="color: black;">没法</span>直接测试效果的<span style="color: black;">宣传</span>（<span style="color: black;">例如</span>电视、户外、贴片等），还<span style="color: black;">能够</span>有个更直接的判断标准，<span style="color: black;">便是</span>华杉老师提出来的品牌<span style="color: black;">宣传</span>创意四问：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当消费者看完你这个<span style="color: black;">宣传</span>后，他能<span style="color: black;">不可</span>回答这四个问题</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、这个品牌是谁？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、它让你干什么？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、你会不会干？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4、<span style="color: black;">原由</span>是什么？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">06</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">好多课：新一代消费者，<span style="color: black;">例如</span>90后00后，更<span style="color: black;">爱好</span>什么类型的<span style="color: black;">宣传</span>？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">小马宋：<span style="color: black;">咱们</span>讨论这个问题，其实有点悖论。<span style="color: black;">为何</span>呢？<span style="color: black;">便是</span>不管我<span style="color: black;">这般</span>的70后，还是90后，<strong style="color: blue;"><span style="color: black;">必定</span>更<span style="color: black;">爱好</span>那种有趣又不打扰我，<span style="color: black;">或</span>怎么怎么样的<span style="color: black;">宣传</span>。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>你去调研一个消费者，问你相信什么样的<span style="color: black;">宣传</span>？假设你让他去做选项，<span style="color: black;">第1</span>个是电视<span style="color: black;">宣传</span>，第二个是新<span style="color: black;">媒介</span><span style="color: black;">宣传</span>，第三是公号<span style="color: black;">宣传</span>，第四个是<span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>，第五个是来自于<span style="color: black;">伴侣</span>的<span style="color: black;">举荐</span>。他<span style="color: black;">必定</span>会选<span style="color: black;">伴侣</span><span style="color: black;">举荐</span>。我觉得这个毫无疑问。但问题是，<span style="color: black;">咱们</span>怎么<span style="color: black;">才可</span>够做到，足够多的<span style="color: black;">伴侣</span><span style="color: black;">举荐</span>呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>，搞<span style="color: black;">欠好</span>最后得出的结果结论是，<span style="color: black;">咱们</span><span style="color: black;">不可</span>做<span style="color: black;">宣传</span>了，<span style="color: black;">由于</span><span style="color: black;">大众</span>都不<span style="color: black;">爱好</span><span style="color: black;">此刻</span>的<span style="color: black;">宣传</span>。<strong style="color: blue;">消费者喜欢什么样的<span style="color: black;">宣传</span>，和<span style="color: black;">咱们</span>应该做什么样的<span style="color: black;">宣传</span>中间，其实有一个GAP：你说你很讨厌脑白金的<span style="color: black;">宣传</span>，但你去看长辈时，还是可能会买一盒脑白金。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span><span style="color: black;">生效</span>的原理，并不是说你喜不<span style="color: black;">爱好</span>看这个<span style="color: black;">宣传</span>，而是这个<span style="color: black;">宣传</span>的信息能否影响你。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当然，<span style="color: black;">倘若</span>你能够做到消费者<span style="color: black;">尤其</span><span style="color: black;">爱好</span>这个<span style="color: black;">宣传</span>，还<span style="color: black;">能够</span>去传播这个<span style="color: black;">宣传</span>，自然是更好的。但你<span style="color: black;">不可</span>以这个为标准，<span style="color: black;">由于</span>你可能做不到，<span style="color: black;">或</span>说做出一个消费者<span style="color: black;">尤其</span><span style="color: black;">爱好</span>的<span style="color: black;">宣传</span>，是非常非常难的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">既然非常难，那你是不是要去做一个<span style="color: black;">更易</span>的事情呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>说<span style="color: black;">微X</span><span style="color: black;">伴侣</span>圈的CPM可能是100，而公众号的CPM是1000，那你觉得哪个好呢？我<span style="color: black;">没法</span>比较，<span style="color: black;">由于</span><span style="color: black;">不但</span>要有质量，还要有效率。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>，<span style="color: black;">宣传</span>的效率<span style="color: black;">必要</span>要<span style="color: black;">思虑</span>。假设我给你1亿<span style="color: black;">宣传</span>费，你说你投<span style="color: black;">伴侣</span>圈吧，<span style="color: black;">或</span>你去投公众号吧，确实是有些公众号能写出很让人<span style="color: black;">爱好</span>的<span style="color: black;">宣传</span>，可你<span style="color: black;">亦</span><span style="color: black;">不可</span>这么投啊。<span style="color: black;">由于</span><span style="color: black;">没法</span>做到大规模的<span style="color: black;">宣传</span>投放效率。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>假如你问我这个问题，说所有人都<span style="color: black;">爱好</span>那种有趣的、好看的内容，可这个内容仅仅是<span style="color: black;">由于</span>有趣，而忘了这个<span style="color: black;">宣传</span>的目的是什么，他忘了这个<span style="color: black;">宣传</span>最核心要表达的是什么，怎么办？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">非常多</span>人经常会<span style="color: black;">发掘</span><span style="color: black;">这般</span><span style="color: black;">状况</span>，一个<span style="color: black;">宣传</span><span style="color: black;">特别有</span>趣，但他说了什么，不<span style="color: black;">晓得</span>。你<span style="color: black;">能够</span>对比一下上一条的<span style="color: black;">宣传</span>四问。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>，<strong style="color: blue;"><span style="color: black;">大众</span>要回归<span style="color: black;">宣传</span>思维。<span style="color: black;">宣传</span>思维<span style="color: black;">便是</span>告诉你这个东西是什么，<span style="color: black;">倘若</span>一个消费者<span style="color: black;">爱好</span>，他就<span style="color: black;">必须</span>这个<span style="color: black;">宣传</span>，<span style="color: black;">亦</span><span style="color: black;">必定</span>会关注。只要这个<span style="color: black;">宣传</span>能够影响消费者，那<span style="color: black;">大众</span>喜不<span style="color: black;">爱好</span>其实并不是<span style="color: black;">尤其</span>重要。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">07</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">好多课：<span style="color: black;">此刻</span>有<span style="color: black;">那些</span><span style="color: black;">特别有</span>效，<span style="color: black;">然则</span>经常被忽略的<span style="color: black;">宣传</span><span style="color: black;">途径</span>？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">小马宋：<span style="color: black;">咱们</span>假设你的<span style="color: black;">制品</span>是一个快消品，<span style="color: black;">或</span>说是一个销量比较高的商品，假设这个商品的销量一年是1000万个，我觉得并不是太多，可口可乐一年要几十亿罐是吧，<span style="color: black;">因此</span>一年<span style="color: black;">营销</span>100万份<span style="color: black;">或</span>1000万份，并不是一个<span style="color: black;">尤其</span>大的销量，但这些<span style="color: black;">营销</span>出去的商品本身，就会产生100万次<span style="color: black;">或</span>1000万次的曝光机会。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">亦</span><span style="color: black;">便是</span>说，我<strong style="color: blue;"><span style="color: black;">经过</span>包装<span style="color: black;">亦</span>好，设计<span style="color: black;">亦</span>好，能够让消费者在打开我的包装盒的<span style="color: black;">同期</span>，<span style="color: black;">亦</span><span style="color: black;">便是</span><span style="color: black;">所说</span>的开箱体验时，能够马上产生发发<span style="color: black;">伴侣</span>圈（<span style="color: black;">例如</span>80%的消费者发<span style="color: black;">伴侣</span>圈）的冲动，<span style="color: black;">实质</span>上就产生了<span style="color: black;">最少</span>千万次的<span style="color: black;">揭发</span>机会。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">另一</span>一个，当你选购商品时，<strong style="color: blue;"><span style="color: black;">倘若</span>这个商品的包装本身就自带推销功能，其实<span style="color: black;">亦</span>是一个<span style="color: black;">宣传</span>。</strong>但大部分<span style="color: black;">机构</span>其实没有在乎说我的包装<span style="color: black;">怎样</span>做推销，<span style="color: black;">或</span>我的包装<span style="color: black;">怎样</span>在<span style="color: black;">伴侣</span>圈产生二次的<span style="color: black;">揭发</span><span style="color: black;">营销</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span><span style="color: black;">此刻</span>的快递<span style="color: black;">机构</span>，它<span style="color: black;">那样</span>多快递车在大街小巷的跑，但你能识别出是哪个快递<span style="color: black;">机构</span>的吗？最容易识别的可能是顺丰，但顺丰把自己的英文放<span style="color: black;">那样</span>大，中文反倒很小，那宣传<span style="color: black;">功效</span>就会打折扣。这种<span style="color: black;">有效</span>且免费的<span style="color: black;">宣传</span>牌，被浪费了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其实这<span style="color: black;">便是</span>一个<span style="color: black;">特别有</span>效但免费的<span style="color: black;">宣传</span><span style="color: black;">途径</span>，<span style="color: black;">然则</span>大部分企业<span style="color: black;">无</span><span style="color: black;">注重</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">非常多</span>企业只<span style="color: black;">注重</span>包装的设计<span style="color: black;">是不是</span>美观等表层功能。可美观并不<span style="color: black;">必定</span>能够带来<span style="color: black;">营销</span>。<span style="color: black;">为何</span>？<span style="color: black;">由于</span>它不带有<span style="color: black;">剧烈</span>而<span style="color: black;">知道</span>的自我推销功能。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">08</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">好多课：企业做<span style="color: black;">宣传</span>是先<span style="color: black;">选取</span>内容，还是先<span style="color: black;">选取</span><span style="color: black;">途径</span>？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">小马宋：<strong style="color: blue;">肯定是先选<span style="color: black;">途径</span>，你的内容是<span style="color: black;">按照</span><span style="color: black;">途径</span>来做的。</strong><span style="color: black;">况且</span>理论上，你的内容是基本不变的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你要明白，你对外传播的核心信息是什么？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当然我说的这些话<span style="color: black;">不停</span>对，<span style="color: black;">例如</span>说，我<span style="color: black;">发掘</span>一个公众号，卖货<span style="color: black;">尤其</span>强，可能发一篇<span style="color: black;">文案</span>，就能够卖几千件。那可能确实是<span style="color: black;">由于</span>你的<span style="color: black;">制品</span>本身<span style="color: black;">亦</span>好，<span style="color: black;">而后</span>他的<span style="color: black;">举荐</span>功力<span style="color: black;">亦</span>非常强，那这其实<span style="color: black;">便是</span>马上产生<span style="color: black;">营销</span>的一个<span style="color: black;">宣传</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有点像淘宝的宝贝介绍，其实你<span style="color: black;">必须</span>非常多的<span style="color: black;">方向</span>，<span style="color: black;">或</span>说<span style="color: black;">办法</span>去告诉别人这个<span style="color: black;">制品</span><span style="color: black;">为何</span>要好。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>，你发一个公众号的<span style="color: black;">文案</span><span style="color: black;">宣传</span>，和你发一条广点通的尾部<span style="color: black;">举荐</span><span style="color: black;">宣传</span>，是完全不<span style="color: black;">同样</span>的。广点通<span style="color: black;">便是</span>一句话，一个<span style="color: black;">照片</span>，想传达太多的东西非常难，而是你想让别人<span style="color: black;">第1</span>眼就<span style="color: black;">晓得</span>是什么。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>你要去做一个杂志<span style="color: black;">宣传</span>，<span style="color: black;">或</span>分众<span style="color: black;">宣传</span>，<span style="color: black;">或</span>中央电视台的<span style="color: black;">宣传</span>，那又是<span style="color: black;">另一</span>一回事，你想让消费者记住什么？<span style="color: black;">这儿</span>面<span style="color: black;">每一个</span><span style="color: black;">途径</span>，其实<span style="color: black;">必须</span>的内容（尤其是内容呈现形式）还挺不<span style="color: black;">同样</span>的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">09</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">好多课：<span style="color: black;">宣传</span><span style="color: black;">背面</span><span style="color: black;">触及</span>到<span style="color: black;">那些</span>心理学知识？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">小马宋：<span style="color: black;">首要</span>，我想让<span style="color: black;">大众</span>去思考一个问题，一个<span style="color: black;">宣传</span><span style="color: black;">为何</span>会有效？有的人可能说创意好，有的人可能说内容好，<span style="color: black;">或</span>说形式好等等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但我问你，<span style="color: black;">为何</span>机场高速路边<span style="color: black;">哪些</span>个大牌子，几乎是<span style="color: black;">无</span>创意的，它只会是说蒙牛牛奶，<span style="color: black;">安全</span>保险…<span style="color: black;">仅有</span>一个品牌的名字，<span style="color: black;">为何</span>会有效？它既<span style="color: black;">无</span>内容<span style="color: black;">亦</span><span style="color: black;">无</span>创意。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这儿</span>其实就<span style="color: black;">触及</span>到一个心理学原理，叫多看效应。<strong style="color: blue;"><span style="color: black;">多看效应，<span style="color: black;">便是</span>说一件东西<span style="color: black;">或</span>一个人，你见到他越多，你就会越觉得他好。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌<span style="color: black;">亦</span>是<span style="color: black;">同样</span>的，你<span style="color: black;">每日</span>上下班，都会看到这个<span style="color: black;">宣传</span>——<span style="color: black;">例如</span>，光明乳业——<span style="color: black;">而后</span>你去逛超市的时候，就会莫名其妙地觉得光明乳业要比蒙牛好，<span style="color: black;">由于</span>你见得多，这就叫多看效应。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">再说一个心理学原理，叫<strong style="color: blue;"><span style="color: black;">比例<span style="color: black;">卑视</span></span></strong>。这个可能跟<span style="color: black;">宣传</span>不是<span style="color: black;">尤其</span><span style="color: black;">关联</span>，跟消费<span style="color: black;">行径</span>学<span style="color: black;">相关</span>，尤其是消费心理学<span style="color: black;">相关</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">比例<span style="color: black;">卑视</span>是什么呢？<span style="color: black;">例如</span>说，我刚领了一个500块钱的代金券，那代金券是什么？玛莎拉蒂的代金券，<span style="color: black;">非常多</span>人觉得就会一笑。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这儿</span>面就<span style="color: black;">触及</span>到比例<span style="color: black;">卑视</span>。<span style="color: black;">由于</span>一辆玛莎拉蒂几百万，<span style="color: black;">而后</span>你给我一张500块钱的优惠券，我就会说你什么意思啊？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">那样</span>，咱们假设同一个人，他确实买得起玛莎拉蒂，在逛超市的时候，会不会<span style="color: black;">由于</span>一瓶箱农夫山泉降价了10块钱，而买这箱水呢？会的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这<span style="color: black;">便是</span>比例<span style="color: black;">卑视</span>，<span style="color: black;">由于</span>原来这箱水是30块钱，<span style="color: black;">此刻</span>卖20块了。虽然他<span style="color: black;">特别有</span>钱，但他<span style="color: black;">亦</span>会觉得，降了10块钱相当于降了好多钱。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">可他不太会<span style="color: black;">由于</span>玛莎拉蒂优惠了500块钱，就去买玛莎拉蒂，他认为这个完全不值得。但<span style="color: black;">实质</span>上，这确确实实是省下了500块钱（比10块钱多得多）。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>，打<span style="color: black;">宣传</span>的时候千万<span style="color: black;">不可</span>这么打——玛莎拉蒂直降500块钱——这会被人笑话。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你<span style="color: black;">能够</span><span style="color: black;">这般</span>说——<span style="color: black;">此刻</span>在<span style="color: black;">咱们</span>4S店购买玛莎拉蒂，还<span style="color: black;">能够</span>用<span style="color: black;">一起</span>钱换购一 部价值500块钱的蓝牙机械键盘——你会觉得这个好划算，这个<span style="color: black;">一起</span>钱就<span style="color: black;">能够</span>买500块钱的一个蓝牙键盘。其实是<span style="color: black;">一样</span>的一个手段，只是换了一个说法，<span style="color: black;">或</span>说换了一种形式<span style="color: black;">罢了</span>，<span style="color: black;">而后</span>你就中计了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这<span style="color: black;">便是</span>一种带有比例<span style="color: black;">卑视</span>的消费心理。 </span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">10</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">好多课：你比较推崇的<span style="color: black;">宣传</span>人是谁？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">小马宋：美国的<span style="color: black;">宣传</span>历史上，有两个派别，<span style="color: black;">第1</span>个叫做科学派，第二个叫做艺术派。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">科学派认为，<span style="color: black;">宣传</span>是科学的。<span style="color: black;">便是</span>说，<span style="color: black;">为何</span><span style="color: black;">宣传</span>会有效，<span style="color: black;">或</span>说<span style="color: black;">大众</span><span style="color: black;">爱好</span>什么样的文案？什么样的<span style="color: black;">宣传</span>更卖货？是有<span style="color: black;">科研</span>的。这个理论的<span style="color: black;">表率</span>，<span style="color: black;">便是</span>以大卫·奥格威和霍普金斯等人为主。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">霍普金斯曾经写过一本书叫《科学的<span style="color: black;">宣传</span>》，我觉得霍普金斯确实是<span style="color: black;">尤其</span>牛的一个<span style="color: black;">宣传</span>人。<span style="color: black;">为何</span>呢？他发明了一件东西，叫做优惠券，他在100年前就发明了优惠券。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">他当时<span style="color: black;">发掘</span>，原来<span style="color: black;">倘若</span>一个报纸<span style="color: black;">宣传</span>上放上一个优惠券的话，那它的留存率和<span style="color: black;">运用</span>率都会更高，这是一个非常伟大的发明，优惠券<span style="color: black;">便是</span>一个工具，跟<span style="color: black;">咱们</span>平时所说的<span style="color: black;">宣传</span>创意没什么关系。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">霍普金斯这<span style="color: black;">一生</span>，都在<span style="color: black;">科研</span>怎么让<span style="color: black;">宣传</span>更有效果。<span style="color: black;">例如</span>他要发一个邮件的话，他会写两个标题，<span style="color: black;">而后</span>这边发1000个，那边发1000个，监测哪个发出去的邮件，打回来的<span style="color: black;">tel</span><span style="color: black;">更加多</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">而后</span>就会把这个回复更高的文案，再发到10万个消费者邮件里面去。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我觉得这种做法，<span style="color: black;">针对</span><span style="color: black;">宣传</span>的态度，是非常非常的正确的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">奥格威其实是继承了他的衣钵，只是<span style="color: black;">此刻</span>的奥美<span style="color: black;">已然</span>是一个创意<span style="color: black;">机构</span>了，不是<span style="color: black;">咱们</span>以前认为的那种<span style="color: black;">宣传</span><span style="color: black;">机构</span>了。<span style="color: black;">因此</span>，我确实会觉得霍普金斯<span style="color: black;">这般</span>的<span style="color: black;">宣传</span>人非常值得尊敬。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另一个是当今的一位<span style="color: black;">宣传</span>人，是华与华<span style="color: black;">宣传</span>的华杉老师。他写过一本书，叫《超级符号<span style="color: black;">便是</span>超级创意》，我看了以后豁然开朗，原来我以前在<span style="color: black;">非常多</span><span style="color: black;">宣传</span><span style="color: black;">机构</span>的经历，和对<span style="color: black;">宣传</span>的理解都是错误的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>说还有一个我崇拜的<span style="color: black;">宣传</span>人，只是觉得崇拜，但并不推崇，<span style="color: black;">由于</span>学不来，<span style="color: black;">便是</span>乔治.路易斯<span style="color: black;">这般</span>的<span style="color: black;">宣传</span>人。他写过一本书，叫《<span style="color: black;">宣传</span>的艺术》，他是典型的艺术派的<span style="color: black;">表率</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">他<span style="color: black;">为何</span>牛呢？<span style="color: black;">由于</span>他的每一个<span style="color: black;">宣传</span>都做得极其轰动。<span style="color: black;">便是</span>说你会觉得，这真是太牛逼了，<span style="color: black;">因此</span>说他是一个创意人，他不是一个<span style="color: black;">宣传</span>人。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">乔治.路易斯眼中的创意是什么呢？<span style="color: black;">便是</span>让你的<span style="color: black;">宣传</span>100万花起来像1000万，这个能力我觉得并不是所有人都<span style="color: black;">能够</span>学来的，<span style="color: black;">然则</span>我依然很崇拜他。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">11</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">好多课：你在<span style="color: black;">宣传</span>行业从业10年，最深刻的一条感受是什么？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">小马宋：<strong style="color: blue;">自以为做得很牛逼的<span style="color: black;">有些</span>事情，<span style="color: black;">忽然</span>之间会被<span style="color: black;">另一</span>一个理论，<span style="color: black;">或</span>说<span style="color: black;">另一</span>一个认知直接颠覆掉。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这个是感触<span style="color: black;">尤其</span>深的，你会<span style="color: black;">一晚上</span>之间会把原来的东西<span style="color: black;">所有</span>推翻。<span style="color: black;">然则</span>我<span style="color: black;">此刻</span>，不想告诉你，我推翻的是什么。<span style="color: black;">为何</span>呢？<span style="color: black;">由于</span>可能过几天又会把我<span style="color: black;">此刻</span>的认识推翻了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>，我的<span style="color: black;">意见</span>是说不要太相信，你<span style="color: black;">此刻</span>认为的东西。<strong style="color: blue;"><span style="color: black;">倘若</span>你是一个<span style="color: black;">宣传</span>从业者，不管做什么类型的<span style="color: black;">宣传</span>，你<span style="color: black;">必定</span>要理解，这个圈子人外有人，天外有天。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第二个，<span style="color: black;">便是</span>这个行业的知识，并不<span style="color: black;">表率</span>最科学的知识，你可能<span style="color: black;">必须</span>到<span style="color: black;">另一</span>一个行业去学<span style="color: black;">有些</span>更牛的知识。营销永远都<span style="color: black;">不可</span>像计算机科学那样准确——你输入一个命令，就会得到一个确定的结果。<strong style="color: blue;">营销永远都<span style="color: black;">必须</span>试错，但失败了<span style="color: black;">不碍事</span>，只要你的成功大于你的失败就好了。而<span style="color: black;">哪些</span>比你更牛的人，<span style="color: black;">必定</span>会有他自己的<span style="color: black;">有些</span><span style="color: black;">办法</span>和认知，是你不<span style="color: black;">晓得</span>的，<span style="color: black;">因此</span>我觉得学习是非常重要的。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">12</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">好多课：能否给今年准备投放<span style="color: black;">宣传</span>的企业，一条<span style="color: black;">详细</span>的<span style="color: black;">意见</span>？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">小马宋：<strong style="color: blue;"><span style="color: black;">首要</span>，不要抱着“花小钱做大事”的预期。</strong><span style="color: black;">由于</span>基本上这不太可能，即便有可能，<span style="color: black;">亦</span>不太可能规模复制。<span style="color: black;">宣传</span><span style="color: black;">便是</span>一分钱一分货，你投了100万<span style="color: black;">便是</span>100万的价值，投了1000万<span style="color: black;">便是</span>1000万的价值。当然<span style="color: black;">宣传</span>效果确实会<span style="color: black;">由于</span>你的<span style="color: black;">宣传</span>内容有差别，我指的是<span style="color: black;">宣传</span><span style="color: black;">媒介</span>的价值。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">其次，<span style="color: black;">必定</span>要有成本<span style="color: black;">认识</span>，要追求<span style="color: black;">宣传</span>的投资<span style="color: black;">报答</span>率。</span></strong><span style="color: black;">打100万<span style="color: black;">宣传</span>，卖了300万的货，其他成本是150万，那就赚了50万。<span style="color: black;">倘若</span>其他成本是200万，就打平了，<span style="color: black;">基本</span><span style="color: black;">无</span><span style="color: black;">挣钱</span>，白忙活。<span style="color: black;">倘若</span>其他成本是250万，那你就赔了。还有<span style="color: black;">便是</span>要区分远期与近期的<span style="color: black;">报答</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>做<span style="color: black;">宣传</span>，要有成本的<span style="color: black;">认识</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">第三，要有试错<span style="color: black;">认识</span>，尤其是互联网<span style="color: black;">宣传</span>，<span style="color: black;">此刻</span>是非常容易试错的。</span></strong><span style="color: black;"><span style="color: black;">例如</span>我要投一条今日头条的信息流<span style="color: black;">宣传</span>，那你这个标题发出去之后，有2000个打开，<span style="color: black;">而后</span>明天再试一下<span style="color: black;">另一</span>一个标题，<span style="color: black;">发掘</span>有20000个打开，就说明后一个标题对了，那就再投这个打开率更好的标题就行了。</span></p>
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