哈佛商业评论中英文对照瞅准生活间隙做广告

哈佛商业评论中英文对照瞅准生活间隙做广告由刀豆文库小编整理，希望给你工作、学习、生活带来方便”。

FORETHOUGHT GRIST 前瞻思维

Where Is Advertising Going? Into ‘Stitials’

瞅准生活间隙做广告

Jeffrey F.Rayport 杰弗里·瑞波特

If you’re familiar with consumer-brand marketing, you know the term “interstitial.” An interstitial ad is one that appears in interstices—that is, between segments of the content that customers want to experience.Like a tollbooth on a turnpike, it forces customers to stop and pay(in the form of time and attention)before proceeding on their desired path.Epitomized by the 30-second TV spot, it’s a concept that captures what advertising has been designed to do in the past, and why customers today go to such lengths to block, skip, zap, or fast-forward past it.若你熟悉消费品营销，就一定知道“插播式广告”，也就是说，在顾客乐意体验的活动片段之间插入广告。就像高速公路上的收费站要求驾车者停车付费一样，插播式广告也强迫顾客付出一定的时间和精力，在看过广告之后，才能继续参与下一段活动。典型的例子就是30秒的电视插播广告，它充分体现了过去广告界的设计理念，也解释了为何如今的顾客都想方设法要阻止、跳过、清除或快进略过这些广告。

Advertising is now universally acknowledged to be broken, but the need for it obviously still exists.Making it effective again will require radically altering our perspective on the interstitial.Instead of choosing from the available slots between segments of media, marketers must turn the age-old formula on its head.It’s high time to focus not on “avails” in media but on those in consumers’ daily lives—where, when, and how people might prove receptive to relevant commercial meages.We’re not talking anymore about interstitials.We’re talking about what I call vivistitials.广告业的发展如今陷入了困境，这已是不争的事实，然而市场对广告的需求仍然存在。要让广告再度发挥功效，我们就必须彻底改变有关插播式广告的观念。营销人员不能再把目光放在现有的媒体广告时段上，他们必须颠覆这种陈旧的做法，不再关注媒体本身的功效，而是转向消费者的日常生活，了解人们愿意在何时、何地、以何种方式来接收相关的广告信息。也就是说，我们不要再谈论插播式广告了，让我们谈谈我称之为“生活间隙广告”的模式。

Here’s a vivistitial example you’ve probably already experienced: Captivate Network.Now a unit of Gannett, Captivate is a decade-old company that quietly delivers more advertising

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impreions to an affluent urban profeional demographic than USA Today and CNBC combined.It does this by displaying specialized video programming on screens mounted in the elevators of upscale office buildings.The inspiration behind it was the recognition that elevator rides are dead air—and sometimes even pain points—in people’s lives.Elevators are socially awkward environments that fail to promote human interaction;they induce otherwise self-aured individuals to look at their feet and fidget with their keys.Captivate’s screens give people’s eyes a welcome place to rest: on visually rich and relevant information such as headlines and images from the day’s news, stock quotes, and weather.And, yes, adjacent ad meages.For those who can put their minutes in the elevator to better use, the screens are easily ignored, since they are small and don’t emit a sound.But for most riders the screens are highly effective instruments for information delivery.Is it any surprise that recall of Captivate ads is two to four times higher than that of commercial spots on broadcast TV?

你可能从Captivate Network公司的楼宇广告中已经体验到了生活间隙广告的存在。该公司隶属于甘尼特集团，成立已有十年。它的静音视频广告在庞大的都市职业人群中产生的广告印象超过了《今日美国》与美国财经频道CNBC的总和。Captivate的运营模式是在高档写字楼的电梯里安装电视屏幕，播放专门制作的视频节目。而这种模式背后的灵感来自人们的一种普遍认识：在日常生活中，搭乘电梯是件沉闷无聊的事，有时甚至让人痛苦不堪。电梯间是个令人尴尬的社交场合，无助于推动人际交往。就连那些平时蛮自信的人在这里也只是低头盯着自己的脚尖或者拨弄自己的钥匙。而Captivate的电视屏幕则恰到好处地为人们提供了一个目光停留的地方：让人们享受多彩的画面，了解丰富的相关资讯，如每日要闻、股价或天气预报等。对那些在搭乘电梯时还有其他事可做的人来说，这些静音的小屏幕并不会干扰他们。而对大多数搭乘者来说，这些屏幕则可说是高效的信息传递工具。无关乎人们对Captivate广告的记忆是对电视广告记忆的二至四倍！

What principles about vivistitials can we derive from the Captivate example? First and most fundamentally, they take advantage of moments of the day when a typical customer is in an environment of information scarcity, and they introduce a rich information offering.Second, they fit into that environment without provoking distaste.In the case of Captivate, the screens’ size, silence, and slow-moving graphics are attuned to the sepulchral stasis of elevators.Third, they do not interrupt, block, or otherwise delay consumers from going where or getting what they want.Finally, they represent a polite push;while not asking permiion to present meages, they are not overly intrusive.Now note that the same basic principles are the secret ingredients in Google’s cash machine: search-based advertising, which provides relevant advertiser links

alongside query results.In another age, they also gave the roadside Burma-Shave signs their charm—and a potency that makes us recall Burma-Shave even today.These principles define what it means to deliver meages to consumers on their terms and in the context of their lives.State their opposites, and you have the eence of what’s wrong with so much of advertising today.从Captivate案例中我们可以归纳出生活间隙广告模式的哪些原则呢？首先，也是最根本的是，它抓住了一般说来顾客信息比较匮乏的时段，然后提供了一个丰富的信息渠道。其次，它巧妙地融合到环境中，不会招致厌烦。在Captivate例子中，电视屏幕的大小、静音以及慢速画面，在沉闷的电梯间里都不显突兀。再者，它并没有打断、阻止或者耽误消费者前往目的地或获取想要的东西。最后，它体现了一种“文明推送”，虽然在播放信息前并没有请求许可，但它并未过分干扰消费者。谷歌推送的基于搜索的广告就体现了这些基本原则，它只是在搜索结果旁边列出相关广告主的链接。如今，该业务已成为谷歌的一大利润源。很久以前，竖立在路边的“柏玛刮胡刀”广告牌就因遵循了这些原则而独显魅力，时至今日，它仍在我们记忆中占据一席之地。这些原则为我们界定了如何在消费者的生活中，以他们接受的方式向他们传递信息。只要思考一下违背这些原则的反面情况，你就能明白为什么如今有那么多的广告毫无效果可言了。In truth, the vivistitials mentioned so far are of only one type—those that show up in an otherwise barren part of the customer’s daily landscape.I term them locostitials because they are defined by geography and time.But people’s lives unfold on different levels, and there are at least four other poible types to bear in mind.A psychostitial fills the gaps in people’s behavioral motivations and thought procees.In that sense, I would argue that the succe of Nike’s “Just Do It” campaign owed more to its psychostitial usefulne than to its ma-media carpet bombing.A sociostitial, meanwhile, positions meages in the interstices of preexisting social interactions or relationships.A great deal of Tupperware has been sold through Tupperware parties, but it wouldn’t have happened if customers did not find the gatherings socially gratifying.An anthrostitial focuses on the need of an individual or a community(or “tribe”)to use brands and ad meages as forms of identity expreion.If that need can be met by a symbol of inclusion in a group, then who better to provide it than Ralph Lauren, in the form of an embroidered polo player? Finally, some people actually consume ads as a kind of entertainment(and some ads even deserve that status).If a marketer’s meage is engaging enough that a TiVo user will choose to watch it over other available options, then it becomes an autostitial.It’s self-serve commercial meaging.事实上，上文提到的只是生活间隙广告模式的一种类型，即在顾客日常生活中沉闷无聊的时段传递信息。我称之为时域间隙广告，因为它受到地域和时间的限制。但是，鉴于人们的生活有不同的层面，因此我们至少可以发现其他四种可能的类型。其一是心理间隙广告，它填补了人们行为动机与思维过程中的间隙。从这一点来说，我认为耐克“Just Do It”的广告宣传之所以成功，更多的是因为它有效填补了消费者的心理间隙，而不是在大众媒体上实施地毯式轰炸。其二是社交间隙广告，它是将信息至于现有的社会交往或人际关系的间隙中。美国特百惠家居连锁公司的大量产品就是通过特百惠直销会进行销售的，但如果顾客发现这种社交聚会并不令人愉悦，产品销售就不可能实现。其三是归属间隙广告，它关注的是那些希望用某些品牌或广告信息来凸显身份的个人、社区（或“群体”）需求，那么绣有马球手图案的拉夫〃劳伦服装无疑是最具代表性的。最后，有些人将观看广告当作一种消遣（有些广告也确实有此功效）。如果某些广告令人痴迷，一位TiVo*用户宁愿看它也不愿看其他节目，那么这册广告就可称为自主间隙广告，也就是由顾客自主获取广告信息的模式。

The concept and terminology of vivistitials are new, but they reflect an emerging theory of advertising that’s working in practice.Already, some of the hottest agencies of the advertising world don’t deal in traditional advertising at all;they organize events, orchestrate sponsorships, launch “pop-up” retail stores, insert advertising into video games, produce videos to tap viral or graroots online distribution, and place spokespersons in everyday life.The vivistitials concept brings coherence to these tactics and gives marketers a framework for finding new ways of presenting their commercial meages effectively.作为概念的术语，“生活间隙广告”模式还是新事物，但它反映了广告业运作中一种有效的新兴理论。事实上，一些最知名的广告公司早已摈弃了传统的广告模式；它们组织各种活动、策划赞助、开设临时性零售店、在电子游戏中插入广告、只做广告视频在网上进行病毒式营销或草根营销，以及在日程生活中安插代言人。生活间隙广告的概念给这些广告策略提供了基本原则，也给营销人员提供了一个理论框架，有助于他们找到新的方法来有效传递商业信息。

Advertising has a bright future, but only given a fundamental change in orientation.It’s not about media avails anymore but about life avails.So it’s true: Advertising is dead.Long live advertising.广告业只有从根本上扭转方向，才能拥有光明的未来。我们不应再关注媒体的功效，而应该把注意力转向生活的功效。诚然，传统广告已经日薄西山，然而，广告业却将在新的模式中永生。

Jeffrey F.Rayport(jrayport@marketspaceglobal.com)is the founder and chairman of Marketspace, a digital strategy advisory

company based in Cambridge, Maachusetts, that is affiliated with Monitor Group.Prior to founding the company, Rayport was a faculty member at Harvard Busine School for nearly a decade.He is also a coauthor of Best Face Forward: Why Companies Must Improve Their Service Interfaces with Customers(Harvard Busine School Pre, 2005).作者简介：杰弗里瑞波特（Email: jrayport@marketspaceglobal.com），摩立特集团（Monitor Group）旗下的Marketspace公司创始人兼董事长。该公司是一家数字业务战略咨询公司，总部位于马萨诸塞州剑桥市。在创办公司之前，瑞博特曾在哈佛商学院任职近十载。他还与人合著了Why Companies Must Improve Their Service Interfaces with Customers一书（哈佛商学院出版社，2005年出版，其中文版《客户界面：未来竞争优势》已于2006年由商务印书馆出版）。

翻译：王坚

英文版原文刊载于Harvard Busine Review2008年5月号，中文版译文刊载于中文版哈佛商业评论2008年9月号。