廣告策略管理(ppt41)-在線瀏覽
2025-03-14 22:47本頁面
【正文】 r. 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(gè)是觀眾心聲的賣點(diǎn) 。 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(gè)在我們應(yīng)用的 廣告策略撰寫格式 。 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。 If there is an agreed upon brand positioning* statement, state it here. 如果沒有，請(qǐng)寫下需優(yōu)先的內(nèi)容。 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(qǐng)陳述。 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(gè)品牌“特征”，需策略性陳述。此市場是客戶所喜愛的動(dòng)力或是會(huì)阻礙客戶達(dá)到其市場目標(biāo)的？請(qǐng)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(shì)，份額及流通的理由。他們是什么，還有其他，是否所有品牌都包括在內(nèi)？他們有什么優(yōu)勢(shì)；哪里易受攻擊（品質(zhì)，價(jià)格，通路，廣告等）？ – Key petitors: Can include anything client’ s brand petes with from the consumer’ s point of view (., “ home remedies” for insect control in emerging markets). What, if anything, does each petitive brand own? What are their strengths。） 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(jì)的，心理的或其他不同的特征。 What is the role of advertising in building the brand with the target? A clear and necessary advertising objective* should flow directly out of the above analyses. 廣告概述 WHAT IS ADVERTISING 廣告目的 Advertising Objective（續(xù)） 尤其是廣告所表現(xiàn)出來的什么行為及 /或反應(yīng)態(tài)度是否可引導(dǎo)客戶達(dá)到其市場目標(biāo)？ Specifically, what behavioral and/or attitudinal response can advertising elicit that will help achieve client’ s marketing goals? 廣告概述 WHAT IS ADVERTISING 廣告目的 Advertising Objective（續(xù)） 見附后的詳細(xì)說明 * See Appendix for definition of term. 廣告概述 WHAT IS ADVERTISING 你已思考全局去寫出一個(gè)鼓舞人的及具涵蓋意義的創(chuàng)意策略簡報(bào)。 In the spirit of partnership, the Agency goes beyond traditional advertising ideas to deliver other relevant yet unexpected munication ideas that can help achieve client’ s overall marketing goals, plement the advertising, or address a critical issue. 綜合的商業(yè)機(jī)會(huì) INTEGRATED BUSINESSBUILDING OPPORTUNITIES 在以下內(nèi)容中，識(shí)別信息的機(jī)會(huì)及哪里是適當(dāng)?shù)?，主?dòng)去捕捉目標(biāo)。 廣告目標(biāo)：陳述廣告的角色，什么是必須要達(dá)到的。 被確認(rèn)的定位 : __________________ 被確認(rèn)的策略 :_____________ 日期 : _________ Positioning Approved: ________Strategy Approved:___________
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