SARS during the very strategy of corporate advertising.docx

SARSduringtheverystrategyofcorporateadvertisingSAKSduringtheverystrategyofcorporateadvertisingSARSspreadinChina,leddirectlytotheenterpriseoftheextremedeteriorationoftheexternalmarketingenvironment,caughtinapanictogooutoftheconsumertominimizeandavoidcontactwithpeople,retreatinginthehome,consumerdemandhasbeencompressedintothelowerlevelphysiologicalandsafetyoftwo.Eachpersonhastheirownpolitical,CCTVEacetoFaceprogram,theChinese.AcademyofEngineeringacademicianZhongNanshansaid,forourpeoplewhoengageinthisline,1think,improveoperations,whichinitselfisourgreatestpolitics.RightdeepintheshadowofSAKSinChinaintermsofadvertisers,findoutduringtheSRSperiodandthePOSt-SARSconsumeradvertisingpsychologyofcustomers,themediaexposurehabits,andchangesinSARSperiodanddoagoodjobofadvertisingtheworkofpost-SAKSperiod,becomethebiggestpoliticaladvertisers.SARSinfectedwiththeadundertheTodiscusstheimpactofSRSonadvertising,youmustfirstlookatSARSonconsumerdemand,consumerpsychology,consumerbehavior,mediaexposurehabits,etc.changes.Eromtheviewofconsumerdemand,SARSasahigh1ycontagiousdisease,thespreadofSARS,aswel1asthenumberofdeaths,afterall,islimited,directlossis1imited,forconsumers,theimpactofSARSisnotadiseaseitself,butisthetransmissionofpanic,whichledtothedemandhasbeencompressedtoMaslowstheoryofthephysiologicalandsafetyoftwolowestlevel,suchastheelasticityofdemandforthesmallnecessitiesoflifethatpeopleinordertoreducethenumberofone-timepurchaseofalargenumberofpurchase,butasthehigh-levelneeds,suchastheemotion,friendship,ownershipandothersocialneeds,fame,status,self-demandandseif-actualizationneedsarecompressedtoaminimum,reduceorevenhaltineconomicactivity,therebyreducingtheeconomicneeds,andevenreduceresourceconsumption.Suchconsumerpsychologyandbehaviorcanbepurchasedfromtheretailbusinessperformancewasconfirmed.WangfujingDepartmentStore51period,exceptforafewitemsofdailylifeandpreventionofSRSsupplies,salesofothercommoditiesarealmostzero.WuhanDepartmentofCommerceannouncedthat51period,Wuhan,threeretailcompanies-Wuproviders,theprovidorsandinthe100soverallsalesweredown11%lastyearasawhole,ofwhichthecommercialretai1shoppingcentersYetaideciinebymorethan50%,whilethewarehousesupermarkets,conveniencesupermarketsandotherYetaiovcral1growthinsalesof12.4%.Thebest-sellingfirst,disinfectionproducts,followedbyfresh,fruitsandvegetables,food,convenioncefoodandothernecessitiesduetopeopletoreducethefrequencyofpurchaseandalsohavegrownsubstantially.Inconsumerpsychology,thecommonpeoplearemostconcernedaboutthepriceofalmostgivingconvenience.Thesafetyoftheveryfirsttime,mostconsumersfeelthataslongasconvenient,evenifexpensiveisalsoabletofishoutalittlequickandneat,billinggo,thepriceisnolongerlesssensitiveasbefore.PeoplesconsumptionbehaviorduringtheSARSepidemicismainlyreflectedintwoaspects,first,inordertoreducethelengthofstayinthestorenolongerpickandchoose,takeupandleft：thereistoreducethefrequencyofpurchase,oftenchooseaone-timealargenumberol'Buy.Buttheneedtopointoutthatthisisformedduringtheformationofsuchbehaviorwillnotbeinertia.Indeed,goodscarforgetthepain,remembertoeatandsodonotmindplayinghaschangedfromonesideshowsconsumersareforgetfulofthistruth.Post-SARSperiod,consumerbehaviorwouldnothavechangedsignificantly.Contactsinthemediahabits,thedeciineinactivityaspeoplegoout,OptimusPrime,signs,body,stationkiosksandotheroutdooradvertising,asubstantiadeciincinresultstotheretai1-basedmediasuchaspaper-mediatedmediaanddirectinvestmentwillalsobeagreatimpact,whi1ethetelevision,radio,Internetandotherformsofadvertisingtoreachratestorisesignificantly.TaketheSARScar,orrubSARScar?tthisverytime,thenewsofanyexpertrecommendationsonthepreventionofSARS-relatedproductswouldleadtoextremelyhot,andevenunfoundedrumorswillbecarriedtothegreenbeanpricessky-highpriceof30yuanpercatty.Needlesstosay,andaviation,tourism,catering,hotels,rentalandotherseverelyaffected,comparedto,andpreventionofSARS-relatedmedicine,healthproducts,sterilizationdisinfection,chemical,insurance,networking,sportsequipmentandotherindustrieswereboomingbusinessofnaturalno.Sothesecompaniesshouldchoosearideintheadorrubcar?Theso-calledrider,thatis,single-mindedtotaketheSRScar,eightpolesareDabuZhaowaytorelyonthepreventionandtreatmentofatypicalpneumonia,SRSissuedbarelyveiledwayofwealth,evenatthecosttodefythelawtofalsepropaganda,rumorstoconfusethepeople,raiseprices.SuchasthebeerinsidetheCanadianBanlangcn1paintcontainingformaldehydehasarguedthatformaldehydecanbedisinfected.Theresultofthisridecanon1ybegainednothinginanti-corrosiononemeters.Recently,theStateAdministrationforTradeandIndustrytothepublicthefourcarriedoutsincethetypicaluseofatypicalpneumoniacasesoffalsepropagandaofunlawfuladvertisements,includingSichuan,ChinaandtheUnitedStatesPharmaceuticalCo.,1.td.April22,2003intheChongqingDailyNewsRelease31.ePulpfalseadvertising,sayingthattheGuangdongProvincialHospitalfortreatmentofatypicalpneumoniaintheprocess,bytakingtraditionalChinesemedicinetoenhancethebodyimmunitybyhavinghealthcareworkerstoobtaingoodresults;Chongqing,ChinaChuangPharmaceutic