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宝洁公司与网上疯传广告视频 – 相关英语
By Wei on 10/3/2010 8:57:43 AM - 7 comments

viral video”是指在网络分享平台上最受的欢迎的视频(a video that is widely popular through a process of internet sharing) ,一般因为某种创意或是特色内容而深受广大网民认可,继而被各大论坛、博客转载、疯传。近年来,网络发展到了无所不在,无处不能及的“遍地开花”地步,许多广告主和广告业者也瞅准了这其中的商机,期待能够在这看似杂乱无章的因特网2.0 分享现象中找出一点规律来,好及时掌握网民喜好,以便能够更加有效促进其所期待的网络营销效应。

今天我们就一起来看一篇相关的文章,也顺道学习一下文章中的一些广告行业相关的英语词汇和表达吧。


Viral Ad Hits from P&G Grooming Biz Point to Winning Formula


作者提到“疯传网络视频”之前一直被行内人士普遍认为其就类似于“a lottery considering the potential of the payout vs. relatively small cost and even smaller odds of success”(一个张彩票,其中原因有三:成本少,可期待效益收获极大,但中奖成功效率微乎极微)。换句话说,“viral videos”根本就没什么规律可言,也很少有人能说得准为何某段视频它就特别受欢迎(色情或是极具争议的内容除外)。但最近宝洁公司的几个男性个人清洁产品(men's grooming products),其中包括Old Spice男性专用个人护理产品,却似乎找到了一个可行“formula”(方程式);同一品牌产品的广告都成为了“string of viral hits”(一系列的网络热门视频)。那么宝洁公司(P&G)是否真的寻得了“绝妙处方”(winning formula),可以随心所欲炮制“viral video”呢?

 



文章继续提到,一般来说,Youtube以及类似的视频上传分享网站,每分钟就有24小时长度内容的视频被世界各地的用户上传到网站分享,因而“sheer numbers are the ideal antibody against any video going viral”(就单凭上传数量之频繁就足够保证没有单一视频能够独占鳌头,成为网络热门“新宠”)。但P&G,这个“marketer legendary”(广告业中的灵魂巨头)却似乎掌握了秘诀,以致于他们2010年在Visible Measures(一家专门调查网络视频好评率的公司)榜单上就有82个广告视频入围,成为了网络广告视频广受欢迎“大赢家”,“leading company”(成绩遥遥领先的广告主)。

P&G的这些广告视频普遍“used varied concepts, tapping different actors for a variety of products and they've come from at least four agencies or production houses”(运用了不同的宣传理念,利用了不同的明星代言不同的商品,并且这些广告是由至少4个不同广告代理/制作公司研发炮制)。但因为广告主都是P&G,“one business unit”(惟一的公司),故而引起了业内人士的关注,觉得是否被他们发现了“秘诀”(wonder if they've cracked the code)。要不然,又该如何来说明“spots with strong copy-test scores distributed via a media plan heavily laden with gross rating points”(这些广告视频,他们异常好的广告效率成绩,并且还通过绝佳营销计划,达到了非常频繁的毛评点)?

 



业内人士普遍认为“creative that's engaging, surprising”(广告内容够吸引人,还得够惊奇),这其实只是一部分的成功要素,网络视频营销的“earned media”(非付费媒体)要想做得好,还需要有适当的“paid media promotion”(收费营销推广)来做后盾,双管齐下才能保证结果。

comment 7 comments
`Astronaut*weirong wrote... on 10/3/2010 11:09:05 AM
博客怎么搞啊
`Astronaut*weirong wrote... on 10/3/2010 11:09:14 AM
博客怎么搞啊
Wei wrote... on 10/10/2010 8:45:02 AM
如果你有什么内容或问题希望跟大家分享的,可以自己在组里边创建一个“讨论”贴子。
eddy wrote... on 12/15/2011 8:51:20 PM
very good. i want to read next. please write the next paragraph
Alexander Zapryagaev wrote... on 6/19/2016 11:20:08 PM
Alexander Zapryagaev wrote... on 6/20/2016 5:52:58 AM
Alexander Zapryagaev wrote... on 6/20/2016 12:29:11 PM
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