廣告策略分析報告-文庫吧在線文庫
【正文】 areas, identify such munication opportunities and, where appropriate, capture the objectives for each initiative, below. 綜合的商業(yè)機(jī)會 INTEGRATED BUSINESSBUILDING OPPORTUNITIES 特殊目標(biāo)機(jī)會 Special Target Opportunities: 直接反應(yīng) Direct Response: 公共關(guān)系 Public Relations: 綜合的商業(yè)機(jī)會 INTEGRATED BUSINESSBUILDING OPPORTUNITIES 包裝 Packaging: 促銷 Promotions: 店銷 /間接的 POS/Collateral: 互換 Interactive: 綜合的商業(yè)機(jī)會 INTEGRATED BUSINESSBUILDING OPPORTUNITIES 品牌定位 Brand Positioning: 廣告目標(biāo) Advertising Objective: CONVINCE THIS PERSON… THAT… BECAUSE… SO THAT THEY WILL… 被認(rèn)可的定位： —————————— 被認(rèn)可策略： —————————— 日期： Positioning Approved: ________Strategy Approved:_____________ Date: _________ 廣告策略 ADVERTISING STRATEGY 為 For:_____________________________________________________ (品牌，產(chǎn)品，地區(qū) Brand, Product, Country) Target 目標(biāo) Benefit 利益點(diǎn) Support 支持點(diǎn) Desired Consumer Dynamic 期待消費(fèi)者的反應(yīng) Brand Character: 品牌特征： 可考慮的調(diào)性： Executional Considerations: 品牌定位 : 陳述品牌定位，它如何長時間在市場中具競爭力。 – 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）。 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。 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) 。 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。） What insights have been uncovered…about this target? Their relationship to the category? Our brand? Competition? What do they seek from the category, brands and products? What “ triggers” can advertising use? (This should be in consumer language.) 廣告概述 WHAT IS ADVERTISING 目標(biāo)消費(fèi)者 TARGET CONSUMER（續(xù)） 包括統(tǒng)計的，心理的或其他不同的特征。 被確認(rèn)的定位 : __________________ 被確認(rèn)的策略 :_____________ 日期 : _________ Positioning Approved: ________Strategy Approved:_____________ Date: _________ ADVERTISING STRATEGY For:_____________________________________________________ (Brand, Product, Country) 目標(biāo) 細(xì)致描繪廣告所要到達(dá) 的人在生活中的形象。 Frame of Reference Consumers grouping of brands or products for which our brand can effectively substitute . 可用的工具 TERMS USED IN “ BAR” DECK 定位 POSITIONING* 指出不同點(diǎn)。 A brand essence statement describes the point of connection between a consumer and a brand. It’ s not a laundry list of everything the brand stands for. Rather, it
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