傳播渠道計(jì)劃(完整版)
【正文】 Plan budget forecasts long term planning Final Marketing Plan Media Briefing Creative Development Draft Media Plan Final Media Plan Agency Involvement How CCP fits in with CCP enlightenment Draft Marketing Plan budget forecasts long term planning Final Marketing Plan Draft Communication Channel Plan Creative Development Final Communication Plan Agency Involvement CCP Business Benefits ? Ties investment to specific business objectives ? Forces difficult decisions on priorities ? Produces integrated brand plan ? Framework for evaluation CCP: All of the people all of the time 1998: % Producing / Receiving Communication Plan for all brands Unilever 70 Agency 33 2023: % Brands for which Communication Plans are mandatory Unilever 100 Agency 100 This is not Rocket Science! Instrumental to Success 1 2 3 4 For each step Deliverable Steps Inputs Identify Potential Activities Prepare Budget Outline Prioritised Activities, Budget Remendations and Timings Phase 1: Agree Brand Activities Priorities Benefit Greater Brand Focus First Principle Planned activities must be consistent with brand strategy and business objectives Second Principle Budget must be sufficient to support brand marketing activities Prepare Preliminary Brand Budgets Top Down (Strategic) Bottom Up (Activities) Preliminary Brand Budget Preliminary Brand Budget Software developed AIM (Advertising Investment Measure) Top Down Bottom Up Software developed MAC (Marketing Activity Costing) Agreed Brand Budget Activity Budget Preliminary Brand Budget Compare Brand and Activity Budgets and Reconcile Reconcile Revise br
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