【正文】 Product 1 198 (56) 142) Product 2 6 (52) (46) Product 3 25 (81) (56) Other 153 (29) 124) Total PFC 382 (218) 164) Near Prem. Product 1 97 (218) (121) Product 2 79 (224) (145) Product 3 ) Other 1 (55) (54) Total PLC 177 (497) (320) Other Segments Segment 1 62 (104) (42) Segment 2 110 (29) 81) Segment 3 22 (69) (47) Segment 4 324 (72) 252) Total 2,836 1,137 (1,087) 50) Starting Base Won + Lost = Client Net Brand/Segment Raw data only, no analysis presented to support the conclusion (hypothesis) Example 10 來自 中國最大的資料庫下載 Good slides are: Bad slides are: WHAT DO YOU SEE IN A GOOD OR BAD SLIDES? We will revisit toward the end of the session 11 來自 中國最大的資料庫下載 WRITING CLEAR, SUCCINCT, AND INTERESTING SLIDES Good slides, bad slides How to use slides in a presentation How to choose among words, tables, graphics How to display information on slides effectively 12 來自 中國最大的資料庫下載 SLIDES ARE VISUAL AIDS Focus the audience’s attention on message ? Help explain the message ? Provide another means for the audience to process the information ? Reinforce the message–aid to memory Should not pete with the presenter ? Presenter is primary means of municating difficult to read and listen at the same time Calls for simple slides simplicity means clarity in thinking 13 來自 中國最大的資料庫下載 SLIDES ARE ALSO A RECORD OF THE PRESENTATION Left behind for clients to read Creating tension between ? The need for a standalone explanation and ? The need for a simple visual aid Appropriate promise depends on the audience and the purpose of the presentation 14 來自 中國最大的資料庫下載 SEVERAL COMPROMISES ARE POSSIBLE Prepare report or annotated slide book as leavebehind Display information more effectively Choice depends on ? Complexity of message ? Desired future use of presentation Usually preferable to keep slides simple and select an alternative option 15 來自 中國最大的資料庫下載 COMPROMISE MUST BE CONSISTENT WITH AUDIENCE AND PURPOSE Client Case Team Business Managers Board of Directors High As necessary Low 24 hrs. 12 hrs. 2030 min. Participative discussion Question and answer Formal presenting Type of Audience Level of Detail Length of Presentation Presentation Style Source Source: Consulting Experience 16 來自 中國最大的資料庫下載 WRITING CLEAR, SUCCINCT, AND INTERESTING SLIDES Good slides, bad slides How to use slides in a presentation How to choose among words, tables, graphics How to display information on slides effectively 17 來自 中國最大的資料庫下載 Graphics Tables Word slides Combinations of the above FOUR WAYS TO PRESENT INFORMATION 18 來自 中國最大的資料庫下載 BASIC GUIDELINES HELP YOU SELECT FORMATS Do I need to illustrate a reasonably simple relationship? ? Use a table or a graphic ? Especially when showing numerical data Do I need to illustrate a plex relationship? ? Use a table Do I have something other than a relationship? ? Use a word slide or a conceptual graphic 19 來自 中國最大的資料庫下載 BUT THE FINAL SELECTION DEPENDS ON THE MESSAGE YOU WANT YOUR AUDIENCE TO TAKE AWAY Use graphics if you want audience to ? Remember relative trends ? Picture the flow Use tables when you want the audience to know or be able to refer to ? Specific numbers ? Methodology to calculate numbers Use word slides if you want audience to understand ? Specific logic flow ? Remendations 20 來自 中國最大的資料庫下載 GRAPHICS HELP THE AUDIENCE VISUALIZE THE POINTS Help audience identify important points quickly Best suited to display relationships, both quantitative and qualitative ? Where relationship is too plex for words not too simple nor too plex–multiple relationships can be obscured by graphic ? Where visual impact will help convey message Graphic format should be considered first。 spirits pany Major . brewer Goal of the study Strategic alliances in Europe Acquisition strategy Strategy development Acquisitions in brewing and soft drinks in Spain European brand Brand extension strategies Brand positioning Backup 52 來自 中國最大的資料庫下載 THIS IS THE FORMAT FOR TABLES Chain Segment Offpremise ? Supermarket ? Cstore ? Drug ? Gas ? Liquor/Other Onpremise Total Market Growth Share Gain 198990 CAGR Total (%) % Due to Sales Efforts Driving Growth Source: Market Research Backup 53 來自 中國最大的資料庫下載 RECOMMENDED GRAPH FORMAT 100 75 50