Kodi Malonda a Amuna Amakhala Olungama Motani?
Amuna a Amuna salinso pamlengalenga, koma pamene adatero, anali mphamvu ya chidziwitso ndi kudzoza kulembedwa, kubweretsa zaka makumi asanu ndi limodzi kumoyo ndi gusto. Zinkasokoneza owona mamiliyoni ambiri, ndipo zinawasonyeza chizindikiro cha malonda omwe ambiri anali asanawawonerepo. Ndipo izi zikuphatikizapo malonda.
Ambiri mwa mapulogalamu a malonda a Mad Men omwe akugwiritsidwa ntchito pawonetsero pa TV akuwonetsera malonda omwe adabwerera kumbuyo.
Komabe, ngakhale malondawa anali enieni, nthawi zambiri ankagulitsa maloto, pogwiritsa ntchito malingaliro kuti akakamize anthu kugula katundu ndi makasitomala awo.
Njira yamakono ya njira imeneyi imatchedwa "malonda otsatsa;" malonda omwe cholinga chake ndi kukukakamizani kuti mukhale ndi moyo wabwino pogula zinthu zabwino. Zochepa zochepa, koma zofanana. Ndipo ngati mukuganiza kuti mulibe masewera olimbitsa thupi, dzifunseni chifukwa chake mukulakalaka BMW, Benz kapena Lexus? Galimoto ndi basi galimoto, chabwino?
Zina mwa malonda obisika, inde, osokoneza maganizo omwe adayamba kuwonekera anayenda panthawi ya '60s, kusintha masewera owonetserako kwamuyaya. Ndipo kotero ife tikuyimitsa tsopano kuti tilemekeze ndi kuwonetsa zina za malonda a moyo weniweni omwe anawonekera mu Mad Men, AMC TV.
Ndinkalakalaka Ndinkangodziwa Zomwe Ndinkakonda Pochita Chikumbumtima Changa.
Tangoganizani mayi wooneka bwino yemwe akulowetsa mu bokosi la bokosi, atavekedwa ndi bra, siketi, siliva, ndi magolovesi.
Kodi Freudian angakhale bwanji? Kugonana. Mphamvu. Kudziimira. Dominance. Ngakhale lero ku Lady Gaga, nthawi zonse, malondawa amachititsa kutentha, koma inali moto wamoto pamene inafotokoza magazini ya Life Magazine ya February 3, 1961. Mayi Maidenform anali msungwana wamasewero okhutira kukwaniritsidwa kwa zaka zomwezo komanso kuyendetsa mphamvu kwa amayi.
Pulojekitiyi, yomwe inayambika mu 1949, idakhazikitsa zaka 28 mu Advertising Age 100 zosakumbukira zokopa malonda. Zomwe zinathamangitsa zaka zoposa makumi awiri zikuyankhula ku luntha lake.
Kwa Norman, Craig & Kunnel - bungwe la malonda omwe adayambitsa ntchitoyi mu 1949 - oyamika pokonza mbiri ya malonda.
Kodak Akulengeza The Carousel. New Slide Projector.
Ndiwo pulojekiti yojambulira, chabwino? Osati pafupi. Pa imodzi mwa zosaiŵalika kwambiri za Mad Men, Don Draper akupereka lingaliro la dzina la mankhwala ndi malonda a malonda pamalo owonetsera Kodak.
Monga momwe zithunzi za mkazi wake ndi ana zimaonekera, Draper amalira, mwinamwake kukumbukira masiku abwino a ukwati wosweka. Kulankhula kwake kumasintha pulojekiti yapamwamba mu makina a maloto: "Zimatitengera ife kumalo komwe ife tikufuna kuti tipitenso ... Icho chimatchedwa Carousel. Chikutilola ife kuyendayenda mozungulira ndi kubwerera kwathu."
Chizindikiro chenicheni cha Kodak Carousel chinalibe pafupi ndi chilembo, kapena kuseketsa. "Tonthola! Sitima yowonongeka imasonyeza ma slide 80 ... mwachangu!" chinali mutu wapadera womwe iwo anali nawo.
Ngati Mudakali Mvula, Yambani Kukula. Moto Wanu. Tipezani Maola Athu. Wolonda Wachilungamo.
M'zaka za makumi asanu ndi limodzi zapitazi, Right Guard anali chizindikiro cha amuna. Pakati pa zokambirana zokambirana, wolemba Sterling Cooper analimbikitsa kugwiritsira ntchito katswiri wa zamoyo monga wolankhulana.
Chizindikiro champhongo chachimuna sichimathyola thukuta pamene ikupweteka mlengalenga. Koma Draper (ndi bungwe lenileni) anali ndi lingaliro labwinoko. Kugonana kumagulitsa, ngakhale mobisa. Chilengezo chenichenicho chinasonyeza dzanja la mkazi likuphwanyidwa ndi chitha cha spray yolondola ya aerosol, akulonjeza yankho lolimba la thukuta. Malingaliro a moyo wapamtima wapamtima amayendetsa zonse, ngakhale kupyolera pamakutu owuma. Ndipo mu chenicheni, ndizo malonda omwe adathamanga.
Kupatula pa malonda a mndandanda, panali magulu akuluakulu a Madison Avenue omwe ntchito yawo inasintha chikhalidwe, ndipo adalemba makalata olembera ndalama. Nazi zitatu ...
Bill Bernbach, Creative Genius
Bill Bernbach anali mpainiya, pozindikira kuti ogula anali anthu, ndipo ankafuna kuti azichita nawo malonda ogulitsidwa. Chotsatira chake bungwe lake la ad ad - Doyle, Dane, Bernbach (DDB) - anaika patsogolo ntchito yowonjezera ndipo anali woyamba kugwirizanitsa olemba mabuku ndi akatswiri ojambula kuti aganizire malingaliro.
DDB inali kumbuyo kwa msonkhano umene unasintha momwe timayang'ana magalimoto akunja. Posonyeza chithunzi chaching'ono cha Volkswagen Beetle pa tsamba loyera loyera, mutuwu umati "Think Small."
Poyerekeza ndi kuika magalimoto ku America, njira yowonongeka yowonekera, ndipo idagulitsa tani ya VW. DDB inapanganso ndalama zambiri kwa Avis, Life Cereal ndi Polaroid. Iwo anali abwino kwambiri, nthawi zambiri amatchulidwa ku Mad Men monga mpikisano wa Sterling Cooper.
Mary Wells, Mtsogoleri Woyamba wa Mkazi Wotsatsa
Mmasewera a Mad Mad, Mary Wells anapambana mwachidwi. Tsopano ali ndi zaka za m'ma 80 ndipo akugwirabe ntchito monga alangizi, Wells kapena bungwe lake anali ndi zifukwa zodabwitsa zolemba zolemba zosaiwalidwa, kuphatikizapo:
- Plop, Fizz, Fizz kwa Alka Seltzer
- Ndimakonda New York
- Dalirani Midas Touch
- Ku Ford, khalidwe ndi ntchito imodzi
- Lembani Bic yanu
- Kwezani dzanja lanu ngati muli Owona
- Anzanu asalole abwenzi kuyenda moledzera
Mmodzi mwa amayi oyambirira kuti akhale CEO wa kampani yogulitsidwa pagulu, Wells ndiye adalandirira kwambiri malonda ake tsiku lake asanagulitse sitolo yake.
David Ogilvy , Mad (ison Avenue) Wasayansi
Koma palibe kukambitsirana kwa malonda kungakhale kokwanira popanda kunena David Ogilvy, wotchulidwa mu mbiri yatsopano ya "King of Madison Avenue." A Brit amene adagonjetsa makasitomala a US, chomwe chinadziwika ndi Ogilvy chinali kudalira kwake kufufuza kwa ogula.
Chigawo cha gawo, gawo la sayansi, zojambula za Ogilvy zomwe zimagwiritsidwa ntchito nthawi yaitali, zodzazidwa ndi mfundo zomwe iye amadziwa kuti zingagwirizane ndi makasitomala angapo. "Ndimakonda kupatsidwa chidziwitso cha chidziwitso ku chisokonezo cha umbuli," adatero. Ndipo momwemonso makampani ake ambiri, omwe adaphatikizapo Sears, Pepperidge Farm, Boma la Puerto Rico, ndi Schweppes.