廣告策略管理(已修改)
2025-02-18 22:45 本頁面
【正文】 廣告策略 ADVERTISING STRATEGY 廣告策略 ADVERTISING STRATEGY 每個客戶與代理商都希望廣告是能令人振奮的； Every client and agency expects an advertising strategy that informs and inspires. 代理商希望廣告的策略具有連結(jié)品牌與消費(fèi)者的關(guān)聯(lián)性 。 The agency expects the advertising strategy to make a meaningful connection between the brand and the consumer. 廣告策略 ADVERTISING STRATEGY 我們 (客戶服務(wù)與創(chuàng)意人員一起工作 ） 必須提供一個是觀眾心聲的賣點(diǎn) 。 We（ Client Service working with the Creative ) must provide a leverageable insight about that relationship. 如果我們要創(chuàng)作出一個能推動客戶銷售的廣告 ， 我們必須明確廣告在復(fù)雜的市場競爭中被運(yùn)用的角色 。 If we are to creative advertising that will move the client’ s business forward, we must pinpoint the role of advertising that will play in the plex marketplace arena. 廣告策略 ADVERTISING STRATEGY 以下是一個在我們應(yīng)用的 廣告策略撰寫格式 。 The following is an Advertising Strategy Format which will be improvised here in our office. 每一品牌都必須有此品牌策略文件 。 EACH BRAND SHOULD HAVE THIS BRAND STRATEGY FILE. 品牌市場目標(biāo) BRAND MARKETING OBJECTIVES 陳述品牌的全部市場目標(biāo) State the brand’ s overall marketing objectives （它們應(yīng)該是具代表性及主要的市場目標(biāo) — 銷售、占有率等。 它們是從廣告中明確、客觀地分離出來的） (These are typically broad business objectivessales, share, etc. That are separate from the specific objectives for the advertising.） 廣告概述 WHAT IS ADVERTISING 品牌定位 BRAND POSITIONING 如果有一已確定的品牌定位陳述，請寫下。 If there is an agreed upon brand positioning* statement, state it here. 如果沒有，請寫下需優(yōu)先的內(nèi)容。 If not, this is the first priority. 廣告概述 WHAT IS ADVERTISING 品牌定位 BRAND POSITIONING（續(xù)） 此定位不可因時間及產(chǎn)品的不同而改變的，必須與其全球的定位保持一致。 The positioning should not change from year to year, or product to product. Must also align with Regional and Global positions if they exist. 廣告概述 WHAT IS ADVERTISING 品牌調(diào)性 BRAND ESSENCE 如果有一已確定的品牌精神，請陳述。如果有錄象，應(yīng)包括在本單內(nèi)。 If there is an agreed upon brand essence* statement, state it here. If there is a video, include it with the assignment. 中國最大的資料庫下載 如果沒有已確定的品牌精神，確認(rèn)包含一個品牌“特征”，需策略性陳述。 If no brand essence has been agreed to, make sure to include a brand “ character” * statement in the strategy. 廣告概述 WHAT IS ADVERTISING 品牌調(diào)性 BRAND ESSENCE（續(xù)） （用主要驅(qū)動品牌的，與整體環(huán)境有關(guān)聯(lián)的東西去建立品牌精神，貫穿廣告公司與客戶，直至廣告完成） (Develop brand essence on key drive brands in conjunction with regional Pubkicis ADLink staffand client inputonce advertising is plete.) 廣告概述 WHAT IS ADVERTISING 品牌調(diào)性 BRAND ESSENCE（續(xù)） *后附詳細(xì)的解述 See Appendix for definition of term. 廣告概述 WHAT IS ADVERTISING 市場寫真 MARKETPLACE REALITIES 提供一個最新的市場。此市場是客戶所喜愛的動力或是會阻礙客戶達(dá)到其市場目標(biāo)的？請思考 Provide a snapshot of the marketplace today. Are there dynamics that work in client’ s favor or against client to achieve their marketing objectives? Consider… – 市場 /分割大小，趨勢，份額及流通的理由。 – Market/segment size, trends, shares and reasons for current status. 廣告概述 WHAT IS ADVERTISING 市場寫真 MARKETPLACE REALITIES（續(xù)） – 主要競爭者： 可包括從消費(fèi)者角度來看的任何客戶品牌的競爭品牌（如：用于控制昆蟲類產(chǎn)品中所分離出來的“家用藥劑”市場）。他們是什么，還有其他，是否所有品牌都包括在內(nèi)？他們有什么
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