策劃必修之idea是一切起源經(jīng)典教材營銷策劃(編輯修改稿)
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【文章內(nèi)容簡介】 lism Optimism Frustration SelfDetermination Fatalism Global outlook Local pride Recap How these greater degrees of tension resolve themselves will influence how the young respond to brands Meaning We need to monitor this carefully Ogilvy amp。 Mather 38 Ref:TN/SELLING/WEL2/rc Persuasion: Problem Format Problem Negative Conditions Evidence Summary Idea and Action Ogilvy amp。 Mather 39 Ref:TN/SELLING/WEL2/rc Persuasion: Problem Format Problem Negative Conditions Evidence Summary Idea and Action Brand sales dropping * Losing distribution * Losing margin * Losing ground in eyes of consumer * ____________________ * ____________________ * ____________________ Must do something about it Relaunch New packaging New flavours New advertising Ogilvy amp。 Mather 40 Ref:TN/SELLING/WEL2/rc Persuasion: Idea Format Problem Opportunity Summary Idea Positive Results Summary Action Evidence Ogilvy amp。 Mather 41 Ref:TN/SELLING/WEL2/rc HOW PERSUASIVE ARE YOU? EXERCISE Ogilvy amp。 Mather 42 Ref:TN/SELLING/WEL2/rc Brand has lost its way recently, but we can turn it around quickly Relaunch new packaging, new flavours, new advertising * Regain distribution * Leapfrog petition * Preferred brand with consumers * Increase price and margin * __________________________ * __________________________ * __________________________ Let39。s do this Next steps WHO, WHAT, WHEN Persuasion: Idea Format Problem Opportunity Summary Idea Positive Results Summary Action Evidence Ogilvy amp。 Mather 43 Ref:TN/SELLING/WEL2/rc Five Kinds of Evidence ? Personal experience ? Analogy ? Judgement of expert (Quotes) ? Example ? Statistics / Facts Ogilvy amp。 Mather 44 Ref:TN/SELLING/WEL2/rc Five Kinds of Evidence ? Personal experience Talk first person. Relive. Act out. Most interesting and unique evidence. Gives emotional dimension. ? Analogy Compares dissimilar things using 39。like39。 or 39。as39。. Allows you to exaggerate a point without offending the intelligence of your audience. ? Judgement of expert (Quotes) Which listeners will recognise as an authority . If they don39。t know, credentialise the expert before your quote. ? Example Specific. Where key factors are similar (eg, overseas market). ? Statistics / Facts What we usually think of as evidence. Visualise statistics if you can. Ogilvy amp。 Mather 45 Ref:TN/SELLING/WEL2/rc Slow Build to a Grand Finale Intro T ? Ogilvy amp。 Mather 46 Ref:TN/SELLING/WEL2/rc Background T ? Slow Build to a Grand Finale Ogilvy amp。 Mather 47 Ref:TN/SELLING/WEL2/rc Strategy T ? Slow Build to a Grand Finale Ogilvy amp。 Mather 48 Ref:TN/SELLING/WEL2/rc Rationale T ? Slow Build to a Grand Finale Ogilvy amp。 Mather 49 Ref:TN/SELLING/WEL2/rc Idea T ? Slow Build to a Grand Finale Ogilvy amp。 Mather 50 Ref:TN/SELLING/WEL2/rc Any Questions? T ? Slow Build to a Grand Finale Ogilvy amp。 Mather 51 Ref:TN/SELLING/WEL2/rc Here It Is and We Are Excited Intro T ? Ogilvy amp。 Mather 52 Ref:TN/SELLING/WEL2/rc Idea T ? Here It Is and We Are Excited Ogilvy amp。 Mather 53 Ref:TN/SELLING/WEL2/rc How we got there? T ? Here It Is and We Are Excited Ogilvy amp。 Mather 54 Ref:TN/SELLING/WEL2/rc Why it39。s right? Here It Is and We Are Excited T ? Ogilvy amp。 Mather 55 Ref:TN/SELLING/WEL2/rc Any Questions? Here It Is and We Are Excit
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